ch. 10 Print Advertising

ch. 10 Print Advertising

Explore how print advertising enhances media mix in advertising. Learn about selecting media based on reach and frequency, focusing on print media's role in delivering detailed information. Discover how print media complements various advertising channels.

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Quiz20 Questions
Flashcards20 Cards
Study Notes1 Note
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Modules

ch. 10 Print Advertising

Quiz • 20 Questions

ch. 10 Print Advertising - Flashcards

Flashcards • 20 Cards

Study Notes

7 min • Summary

Materials

List of Questions20 questions
  1. Question 1
    • To determine the best price for advertising space.
    • To assess how print enhances the overall media mix.
    • To determine the quickest way to reach the largest audience.
    • To minimize advertising costs by using fewer media channels.
  2. Question 2
    • Understanding the unique characteristics of each media option and its ability to reach the target audience effectively.
    • The media's historical performance in unrelated campaigns.
    • Negotiating the lowest possible advertising rate, regardless of audience fit.
    • The media's perceived prestige among industry professionals.
  3. Question 3
    • The number of different people exposed to a medium at least once during a specific period.
    • The length of time an advertisement is broadcast.
    • The average number of times an individual is exposed to an advertisement.
    • The total circulation of a print publication.
  4. Question 4
    • The tool used to determine advertising costs.
    • The average number of times people are exposed to a medium during a specific period.
    • The period in which an advertising campaign is active.
    • The number of different people exposed to a medium at least once.
  5. Question 5
    • Print media uses higher quality materials that last longer.
    • Messages in print media can be read more than once and passed on to others.
    • Print media involves higher production costs, encouraging readers to retain it.
    • Print media always contains more detailed information than TV or radio.
  6. Question 6
    • Creating a media mix where different media types work together to optimize message delivery.
    • Choosing the media that have the largest individual reach.
    • Selecting the media with the lowest cost per impression.
    • Prioritizing media that have the highest frequency of exposure.
  7. Question 7
    • The standardized ad sizes that simplify ad creation.
    • The limited number of ads per issue which reduces clutter.
    • The extensive use of color which enhances visual appeal.
    • The flexibility in readership allowing coverage of a variety of regional and national prospects.
  8. Question 8
    • It reduces printing costs compared to black and white ads.
    • It appeals more to older demographics.
    • It allows for quicker ad production times.
    • It enhances visual appeal and helps identify the advertised product more effectively.
  9. Question 9
    • By presenting in-depth knowledge that allows readers to gain meaning and understanding.
    • By including QR codes that link to online content.
    • By offering lower advertising rates than other media.
    • By focusing on sensationalist reporting.
  10. Question 10
    • Cost-efficiency
    • Permanence
    • Audience selectivity
    • Reader loyalty
  11. Question 11
    • The ability of magazines to reach a broad, undifferentiated audience.
    • The capacity of magazine publishers to hand-pick who receives each issue
    • The cost-effectiveness of advertising in magazines due to minimized wasted circulation.
    • The efficiency of magazines in reaching specialized editorial and predictable audiences.
  12. Question 12
    • Government subsidies reduce the cost of advertising space.
    • The use of celebrity endorsements increases ad memorability.
    • Wasted circulation is minimized, allowing advertisers to reach a more targeted audience.
    • High production costs enhance the perceived value of ads.
  13. Question 13
    • Primary readership
    • Merchandising assistance
    • Extensive pass-along readership
    • Reader loyalty
  14. Question 14
    • Merchandising assistance
    • Reader loyalty
    • Selective attention
    • Closing date efficiency
  15. Question 15
    • Lack of access to demographic data.
    • Inability to deliver high frequency.
    • Shallow geographic coverage.
    • Inability to deliver ads quickly due to long lead times.
  16. Question 16
    • 30%
    • 10%
    • 40%
    • 20%
  17. Question 17
    • The audited number of magazines printed and distributed.
    • The number of people who receive a magazine through direct purchase or subscription.
    • The estimated number of pass-along readers.
    • The number of people who read a magazine in addition to the primary purchasers.
  18. Question 18
    • The number of ad insertions within a year.
    • The use of color in the advertisement.
    • The size of the advertisement.
    • The geographic location of the readership.
  19. Question 19
    • Volume discounts
    • Demographic editions
    • Premium rates
    • Geographic editions
  20. Question 20
    • Premium Rate Edition
    • Regional Publication
    • Geographic Edition
    • Demographic Edition
List of Flashcards20 flashcards
  1. Card 1
    HintThink of how far your message extendsMemory TipReach = Range
  2. Card 2
    HintHow often do they see it?Memory TipFrequency = How frequent
  3. Card 3
    HintBlending different promotional channels.Memory TipMedia Mix = Mixing Channels
  4. Card 4
    HintHow adaptable is the medium?Memory TipFlexibility = Adaptable content
  5. Card 5
    HintThink about the visual appeal.Memory TipColor = Visual Appeal
  6. Card 6
    HintHow much do people trust the publication?Memory TipAuthority = Trustworthy Info
  7. Card 7
    HintHow long does the ad last?Memory TipPermanence = Long Life
  8. Card 8
    HintReaching a specific group.Memory TipAudience Selectivity = Targeting
  9. Card 9
    HintGetting the most for your money.Memory TipCost-efficiency = Lower waste
  10. Card 10
    HintMany readers beyond the initial buyer.Memory TipPass-along = Shared Reading
  11. Card 11
    HintExtra materials ad agencies provide.Memory TipMerchandising Assistance = Promotional Tools
  12. Card 12
    HintExpensive medium.Memory TipHigh Cost = Small Audience
  13. Card 13
    HintNot a quick medium for repeated exposure.Memory TipLow Frequency = Less Repetition
  14. Card 14
    HintAimed at individual purchasers.Memory TipConsumer = Personal Use
  15. Card 15
    HintTargeting the agricultural sector.Memory TipFarms = Agriculture
  16. Card 16
    HintAimed at business professionals.Memory TipBusiness = Professional
  17. Card 17
    HintFocus on a geographical area.Memory TipRegional = Specific Area
  18. Card 18
    HintDistributed throughout an entire country.Memory TipNational = Countrywide
  19. Card 19
    HintInitial distributionMemory TipPrimary = First Readers
  20. Card 20
    HintReaders beyond the initial subscribers.Memory TipSecondary = Others Reading