ADV3008 - Ch. 10 Print Media Effects

Questions and Answers

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.

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)

They have more flexible design options. Signup and view all the answers

When a company intends to promote its goods or services consistently through a particular magazine, it would look for a(n) _____.

cover position Signup and view all the answers

Online newspapers have been able to stop revenue losses for the majority of newspapers.

False Signup and view all the answers

Identify a characteristic of print advertising.

It has more permanence than television or radio ads. Signup and view all the answers

Select the advantages of advertising in magazines. (Check all that apply.)

Long shelf life Signup and view all the answers

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 _____.

bleed Signup and view all the answers

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) _____.

cover position Signup and view all the answers

Special content magazines that are directed to people or companies related to the agricultural industry are known as _____.

farm publications Signup and view all the answers

Match the geography-based categories of magazines with suitable examples:

Local city magazine = Palm Springs Life, Chicago Magazine Regional Publications = Sunset, Southern Living National Magazines = TV Guide, AARP The Magazine Signup and view all the answers

Arrange the four major classifications of magazines according to their sizes, from the biggest to the smallest.

<ol> <li>Large, 2. Flat, 3. Standard, 4. Pocket</li> </ol> Signup and view all the answers

The _____________ base is the circulation figure used to determine a publisher's fee for running advertisements.

rate Signup and view all the answers

Match the types of special content-based magazines with appropriate examples:

Consumer magazines = Good Housekeeping, Time Business magazines = Electronic Design, Bakery News Signup and view all the answers

Advertisers insist on an annual circulation audit to _____.

verify the circulation figures claimed by publishers Signup and view all the answers

Magazines published for a particular area of a country are known as _____.

regional publications Signup and view all the answers

Secondary circulation is also known as _____

pass-along readership Signup and view all the answers

Match the size classification of a magazine with the approximate size (in inches) of a full-page ad:

Large = 9.5 x 11.3 Flat = 7 x 10 Standard = 6 x 8.5 Pocket = 4.5 x 6.5 Signup and view all the answers

Match the readership classifications of business publications with the appropriate example:

Vertical Publication = Dentistry Today Horizontal Publication = Financial Times Signup and view all the answers

Which of the following accurately describes controlled circulation in terms of distributing business publications?

It is a free publication that is mailed to people who, according to publishers, are in a unique position to affect the sales of advertised products. Signup and view all the answers

The guaranteed circulation of a magazine convinces advertisers that _____.

a certain number of people will be exposed to their advertisements Signup and view all the answers

A detailed analysis of magazines' distribution procedures, distribution outlets, and other distribution factors by outside and impartial companies is known as a(n) _____.

circulation audit Signup and view all the answers

The on-sale date of a magazine indicates ______.

the date the magazine is actually issued Signup and view all the answers

Primary circulation is _____.

the number of individuals who subscribe to or purchase a publication Signup and view all the answers

Mark all the variables necessary to determine the cost per thousand (CPM) of running an ad in a magazine. (Select all that apply)

The circulation of the magazine Signup and view all the answers

Match the readership classifications of business publications with the appropriate types of content:

Vertical Publication = Aimed at a specific industry in all of its aspects Horizontal Publication = Aimed at people with particular job functions across various industries Signup and view all the answers

If publishers distribute business publications on a paid basis, it means that _____.

True Signup and view all the answers

Discounts given to advertisers for purchasing print space in bulk quantities are called _____ discounts.

volume Signup and view all the answers

The ______ date is the date all ad material must be in the publisher's hands for a specific issue.

closing Signup and view all the answers

Identify the change that has reduced the popularity of newspapers as an advertising medium in the past few years.

National advertisers prefer to broadcast their messages on TV and radios. Signup and view all the answers

The cost per thousand can be calculated by dividing the page rate by the number of thousands of _____.

subscribers Signup and view all the answers

The advantage of timeliness in newspapers refers to how quickly ______.

an ad can appear in a newspaper Signup and view all the answers

Identify the business publications that claim maximum exposure.

Horizontal publications Signup and view all the answers

Morning editions of a daily newspaper tend to have a larger _____ than evening editions.

geographic circulation Signup and view all the answers

Along with frequency, volume, and cash discounts, magazine publishers also give discounts to advertisers by _____.

negotiating their rates Signup and view all the answers

In the United States, the major revenue source of newspaper advertising is from _____ advertising.

local Signup and view all the answers

Identify the advantages offered by newspapers to advertisers. (Check all that apply.)

Broad market range Signup and view all the answers

Newspapers that are published once a week with large circulation in small urban or suburban regions are called _____ newspapers.

weekly Signup and view all the answers

A daily newspaper is published at least _____ times per week.

five Signup and view all the answers

Identify the average correct size of the tabloid newspaper.

14 x 11 inches Signup and view all the answers

Sunday supplements are distinct from other sections of the newspaper because _____.

they are printed on smoother paper stock that is more conducive to color printing Signup and view all the answers

Identify a difference between weekly and daily newspapers.

Weekly newspapers have a higher cost per thousand than daily newspapers. Signup and view all the answers

Identify the free community newspapers that consist almost entirely of local advertising.

pennysavers Signup and view all the answers

The two basic newspaper formats are the standard-size newspaper and the ______ newspaper.

tabloid Signup and view all the answers

Identify the special feature of Sunday supplements that attracts national advertisers.

better quality of reproduction Signup and view all the answers

Newspaper display advertisements ____.

include visual elements such as visuals, headlines, coupons, and body copy Signup and view all the answers

An extensive classified section determines the _____ of a newspaper.

profitability Signup and view all the answers

An accurate statement about pennysavers is that they are _____.

free publications for urban and suburban community people Signup and view all the answers

To get the most from the advertising budget, advertisers should compute the readability and circulation span of newspapers because _____.

advertising rates differ greatly between newspapers Signup and view all the answers

A standard newspaper advertising rate with no discount allowance for large or repeated space buys is known as a(n) _____.

flat rate Signup and view all the answers

A reading notice is a type of newspaper advertising that _____.

looks like editorial content Signup and view all the answers

Name the rate charged to newspaper advertisers who, during a year, fail to fulfill the amount of space for which they have contracted.

a short rate Signup and view all the answers

The advertisements that segregate ads based on class of goods, services, business opportunities, and employment opportunities are called __________________ ads.

classified Signup and view all the answers

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.

False Signup and view all the answers

Identify key items listed in a newspaper rate card. (Check all that apply.)

Details of deadlines for receiving ads Signup and view all the answers

Match the discounts offered by newspapers to advertisers with their appropriate descriptions:

Bulk discounts = Offered to advertisers using more inches Frequency discounts = Offered to advertisers who run the same advertisement repeatedly Earned rates = Offered to advertisers with an increasing volume of advertising during a year Contract rates = Offered to advertisers who sign an agreement to advertise in bulk or periodically Signup and view all the answers

Advertisers that purchase more space than they contracted for may ____.

receive a refund or credit Signup and view all the answers

Identify an advantage of the Newspaper National Network launched by the Newspaper Association of America in 1994.

It allows advertisers to place one order and to pay one bill for multimarket newspapers. Signup and view all the answers

Name the rate that allows an advertiser to decide the location of his or her ad on a newspaper.

Preferred-position rate Signup and view all the answers

In newspapers, which is usually enclosed by editorial text and is 25 to 50 percent costlier than ROP rates?

a full position Signup and view all the answers

Split runs in the case of newspaper ads are conducted by advertisers to check the ____.

pulling power of different ads Signup and view all the answers

The rate that allows a publisher to place an ad on any page of a newspaper is called a(n) _____ rate.

run-of-paper Signup and view all the answers

When does a newspaper publisher offer combination rates to advertisers?

If they advertise in two or more newspapers belonging to the same publisher, If they advertise in two or more newspapers belonging to the same syndicate or newspaper group, If they advertise in the morning and evening editions of the same newspaper. Signup and view all the answers

How is print media reacting to the high influence of the Internet in society?

Print media is incorporating electronic media in its services. Signup and view all the answers

What is the idea behind running two identical newspaper ads with different content in a split run?

to take out maximum possible variables Signup and view all the answers

Identify the main function of the News Media Alliance.

to make the purchase of national newspaper advertisements simple and easy Signup and view all the answers

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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Description

This quiz explores the impact of the digital revolution on print media, particularly newspapers. It covers the shift in advertising revenues and consumer preferences for media types. Test your knowledge on the changing landscape of print advertising.