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Questions and Answers
Questions and Answers
Select all of the effects of the digital revolution on newspapers. (Select all that apply)
Select all of the effects of the digital revolution on newspapers. (Select all that apply)
- Newspapers have increased their print circulation.
- Online spending has drawn advertising away from newspapers. (correct)
- Advertising revenues have decreased. (correct)
- Digital platforms have improved advertising effectiveness.
In the context of the different elements of media mix, individuals have a tendency to spend more time with _____ advertising.
In the context of the different elements of media mix, individuals have a tendency to spend more time with _____ advertising.
What advantage does magazine advertising offer Skylar Consumer Products Corp. for its new line of cosmetics?
What advantage does magazine advertising offer Skylar Consumer Products Corp. for its new line of cosmetics?
reaching its target audience
Identify the advantages of bleed pages. (Select all that apply)
Identify the advantages of bleed pages. (Select all that apply)
When a company intends to promote its goods or services consistently through a particular magazine, it would look for a(n) _____.
When a company intends to promote its goods or services consistently through a particular magazine, it would look for a(n) _____.
Online newspapers have been able to stop revenue losses for the majority of newspapers.
Online newspapers have been able to stop revenue losses for the majority of newspapers.
Identify a characteristic of print advertising.
Identify a characteristic of print advertising.
Select the advantages of advertising in magazines. (Check all that apply.)
Select the advantages of advertising in magazines. (Check all that apply.)
A printing term used for the extension of visuals, type, or color of an advertisement to the edge of a magazine's page is called _____.
A printing term used for the extension of visuals, type, or color of an advertisement to the edge of a magazine's page is called _____.
Advertising space on the front inside, back inside, or back cover pages of a magazine that is usually sold at a premium price is called a(n) _____.
Advertising space on the front inside, back inside, or back cover pages of a magazine that is usually sold at a premium price is called a(n) _____.
Special content magazines that are directed to people or companies related to the agricultural industry are known as _____.
Special content magazines that are directed to people or companies related to the agricultural industry are known as _____.
Match the geography-based categories of magazines with suitable examples:
Match the geography-based categories of magazines with suitable examples:
Arrange the four major classifications of magazines according to their sizes, from the biggest to the smallest.
Arrange the four major classifications of magazines according to their sizes, from the biggest to the smallest.
The _____________ base is the circulation figure used to determine a publisher's fee for running advertisements.
The _____________ base is the circulation figure used to determine a publisher's fee for running advertisements.
Match the types of special content-based magazines with appropriate examples:
Match the types of special content-based magazines with appropriate examples:
Advertisers insist on an annual circulation audit to _____.
Advertisers insist on an annual circulation audit to _____.
Magazines published for a particular area of a country are known as _____.
Magazines published for a particular area of a country are known as _____.
Secondary circulation is also known as _____
Secondary circulation is also known as _____
Match the size classification of a magazine with the approximate size (in inches) of a full-page ad:
Match the size classification of a magazine with the approximate size (in inches) of a full-page ad:
Match the readership classifications of business publications with the appropriate example:
Match the readership classifications of business publications with the appropriate example:
Which of the following accurately describes controlled circulation in terms of distributing business publications?
Which of the following accurately describes controlled circulation in terms of distributing business publications?
The guaranteed circulation of a magazine convinces advertisers that _____.
The guaranteed circulation of a magazine convinces advertisers that _____.
A detailed analysis of magazines' distribution procedures, distribution outlets, and other distribution factors by outside and impartial companies is known as a(n) _____.
A detailed analysis of magazines' distribution procedures, distribution outlets, and other distribution factors by outside and impartial companies is known as a(n) _____.
The on-sale date of a magazine indicates ______.
The on-sale date of a magazine indicates ______.
Primary circulation is _____.
Primary circulation is _____.
Mark all the variables necessary to determine the cost per thousand (CPM) of running an ad in a magazine. (Select all that apply)
Mark all the variables necessary to determine the cost per thousand (CPM) of running an ad in a magazine. (Select all that apply)
Match the readership classifications of business publications with the appropriate types of content:
Match the readership classifications of business publications with the appropriate types of content:
If publishers distribute business publications on a paid basis, it means that _____.
If publishers distribute business publications on a paid basis, it means that _____.
Discounts given to advertisers for purchasing print space in bulk quantities are called _____ discounts.
Discounts given to advertisers for purchasing print space in bulk quantities are called _____ discounts.
The ______ date is the date all ad material must be in the publisher's hands for a specific issue.
The ______ date is the date all ad material must be in the publisher's hands for a specific issue.
Identify the change that has reduced the popularity of newspapers as an advertising medium in the past few years.
Identify the change that has reduced the popularity of newspapers as an advertising medium in the past few years.
The cost per thousand can be calculated by dividing the page rate by the number of thousands of _____.
The cost per thousand can be calculated by dividing the page rate by the number of thousands of _____.
The advantage of timeliness in newspapers refers to how quickly ______.
The advantage of timeliness in newspapers refers to how quickly ______.
Identify the business publications that claim maximum exposure.
Identify the business publications that claim maximum exposure.
Morning editions of a daily newspaper tend to have a larger _____ than evening editions.
Morning editions of a daily newspaper tend to have a larger _____ than evening editions.
Along with frequency, volume, and cash discounts, magazine publishers also give discounts to advertisers by _____.
Along with frequency, volume, and cash discounts, magazine publishers also give discounts to advertisers by _____.
In the United States, the major revenue source of newspaper advertising is from _____ advertising.
In the United States, the major revenue source of newspaper advertising is from _____ advertising.
Identify the advantages offered by newspapers to advertisers. (Check all that apply.)
Identify the advantages offered by newspapers to advertisers. (Check all that apply.)
Newspapers that are published once a week with large circulation in small urban or suburban regions are called _____ newspapers.
Newspapers that are published once a week with large circulation in small urban or suburban regions are called _____ newspapers.
A daily newspaper is published at least _____ times per week.
A daily newspaper is published at least _____ times per week.
Identify the average correct size of the tabloid newspaper.
Identify the average correct size of the tabloid newspaper.
Sunday supplements are distinct from other sections of the newspaper because _____.
Sunday supplements are distinct from other sections of the newspaper because _____.
Identify a difference between weekly and daily newspapers.
Identify a difference between weekly and daily newspapers.
Identify the free community newspapers that consist almost entirely of local advertising.
Identify the free community newspapers that consist almost entirely of local advertising.
The two basic newspaper formats are the standard-size newspaper and the ______ newspaper.
The two basic newspaper formats are the standard-size newspaper and the ______ newspaper.
Identify the special feature of Sunday supplements that attracts national advertisers.
Identify the special feature of Sunday supplements that attracts national advertisers.
Newspaper display advertisements ____.
Newspaper display advertisements ____.
An extensive classified section determines the _____ of a newspaper.
An extensive classified section determines the _____ of a newspaper.
An accurate statement about pennysavers is that they are _____.
An accurate statement about pennysavers is that they are _____.
To get the most from the advertising budget, advertisers should compute the readability and circulation span of newspapers because _____.
To get the most from the advertising budget, advertisers should compute the readability and circulation span of newspapers because _____.
A standard newspaper advertising rate with no discount allowance for large or repeated space buys is known as a(n) _____.
A standard newspaper advertising rate with no discount allowance for large or repeated space buys is known as a(n) _____.
A reading notice is a type of newspaper advertising that _____.
A reading notice is a type of newspaper advertising that _____.
Name the rate charged to newspaper advertisers who, during a year, fail to fulfill the amount of space for which they have contracted.
Name the rate charged to newspaper advertisers who, during a year, fail to fulfill the amount of space for which they have contracted.
The advertisements that segregate ads based on class of goods, services, business opportunities, and employment opportunities are called __________________ ads.
The advertisements that segregate ads based on class of goods, services, business opportunities, and employment opportunities are called __________________ ads.
True or false: Combination rates are offered only to advertisers if they place their ads in newspapers owned by different publishers who are not related by a syndicate or newspaper group.
True or false: Combination rates are offered only to advertisers if they place their ads in newspapers owned by different publishers who are not related by a syndicate or newspaper group.
Identify key items listed in a newspaper rate card. (Check all that apply.)
Identify key items listed in a newspaper rate card. (Check all that apply.)
Match the discounts offered by newspapers to advertisers with their appropriate descriptions:
Match the discounts offered by newspapers to advertisers with their appropriate descriptions:
Advertisers that purchase more space than they contracted for may ____.
Advertisers that purchase more space than they contracted for may ____.
Identify an advantage of the Newspaper National Network launched by the Newspaper Association of America in 1994.
Identify an advantage of the Newspaper National Network launched by the Newspaper Association of America in 1994.
Name the rate that allows an advertiser to decide the location of his or her ad on a newspaper.
Name the rate that allows an advertiser to decide the location of his or her ad on a newspaper.
In newspapers, which is usually enclosed by editorial text and is 25 to 50 percent costlier than ROP rates?
In newspapers, which is usually enclosed by editorial text and is 25 to 50 percent costlier than ROP rates?
Split runs in the case of newspaper ads are conducted by advertisers to check the ____.
Split runs in the case of newspaper ads are conducted by advertisers to check the ____.
The rate that allows a publisher to place an ad on any page of a newspaper is called a(n) _____ rate.
The rate that allows a publisher to place an ad on any page of a newspaper is called a(n) _____ rate.
When does a newspaper publisher offer combination rates to advertisers?
When does a newspaper publisher offer combination rates to advertisers?
How is print media reacting to the high influence of the Internet in society?
How is print media reacting to the high influence of the Internet in society?
What is the idea behind running two identical newspaper ads with different content in a split run?
What is the idea behind running two identical newspaper ads with different content in a split run?
Identify the main function of the News Media Alliance.
Identify the main function of the News Media Alliance.
Questions and Answers
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Study Notes
Study Notes
Effects of the Digital Revolution on Newspapers
- Advertising revenues have sharply decreased as online spending diverts funds from print media.
- Online newspapers are struggling to halt revenue losses, with many unable to cope with digital competition.
Print Media Preferences
- Individuals tend to spend more time with print advertising compared to digital formats, appreciating its permanence over fleeting television or radio ads.
Targeted Magazine Advertising
- Magazine ad campaigns like Skylar Consumer Products' Glitter line effectively reach specific target audiences through women's fashion magazines.
Advantages of Bleed Pages
- Offer more flexible design options for advertisers and create a striking visual impact.
Consistency in Magazine Promotions
- Companies looking to maintain consistent visibility choose a cover position in magazines to enhance brand promotion.
Magazine and Newspapers Features
- A detailed analysis of distribution methods in business publications ensures transparency and circulation accuracy through circulation audits.
- Newspapers have diverse formats, with standard-size and tabloid being the primary types, each suited for different readerships.
Magazine Classification
- Magazines can be classified by size, with large format is defined as 9.5 x 11.3 inches, while pocket format is 4.5 x 6.5 inches.
- Regional publications focus on specific areas, whereas farm publications target agricultural industries.
Readership and Circulation
- Primary circulation refers to individuals who purchase or subscribe, while secondary circulation (pass-along readership) includes readers who access the magazine through others.
- Guaranteed circulation reassures advertisers of exposure, making it a critical metric for ad purchases.
Advertising Rates and Discounts
- Cost per thousand (CPM) is calculated through the magazine's full-page ad cost and its circulation figures.
- Volume, frequency, and combination rates provide advertisers discounts based on the quantity of space or number of ads placed.
Newspaper Characteristics
- Newspapers offer broad market reach, cost-effective advertising options, and quick advertisement turnaround, enhancing their appeal to local advertisers.
- Sunday supplements stand out due to better printing quality, attracting national brands.
Ad Positioning and Effectiveness
- Ad positions, such as full position and preferred-position rates, impact the visibility and effectiveness of newspaper ads.
- Split runs, or testing different ad versions, help advertisers gauge which content resonates more with readers.
Strategic Collaborations
- Print media is increasingly partnering with digital platforms to enter interactive markets, adapting to the internet's growing influence in advertising.
Advertising Logistics
- Insertion orders specify advertisement size, desired positioning, and publication dates, streamlining the advertising process.
- The Newspaper National Network launched initiatives to simplify the process of purchasing national ads across multiple publications.
Profitability and Competitive Strategy
- Classified ads impact newspaper profitability, while free community newspapers, like pennysavers, rely mostly on local advertising.
- Advertisers may receive refunds for excess purchased space, optimizing their advertising investments.
Summary of Key Terms
- Bleed: Extension of visuals to the edge of the page.
- Flat Rate: Standard pricing with no discounts for repeat placements.
- Run-of-Paper Rate: Gives publishers flexibility in ad placement.
- Short Rate: Charged to advertisers who don't fulfill contracted ad space.
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