| A | B |
|---|
| Magazine advertising rates are based on circulation, the type of readership, and production techniques. | True |
| Magazine advertising rates are based on circulation, the type of readership, and production techniques. | False |
| Newspaper advertising rates are divided into two categories, one for classified ads and the other for display ads. | True |
| Television advertising rates vary according to the number of colors in the ad. | False |
| There are three options for radio advertising: network, national spot, and local radio advertising. | True |
| Printed posters on subways, buses, and trains | transit advertising |
| Provides information about advertising charges for most media | Standard Rate and Data Service |
| A special newspaper containing no editorial content | shopper |
| Fee paid to a newspaper for guaranteed advertising space during a specific period. | conduct rate |
| Useful items imprinted with an advertiser’s name | specialty media |
| Advertising designed to increase sales | promotional advertising |
| A magazine ad placed on two facing pages | spread |
| Publication targeted for people with an interest in a particular field | trade magazine |
| An advertisement form that is banned in some states | billboard |
| An advertisement that extends to the edge of the page | bleed |
| What is promotional advertising? | An effort to increase sales |
| What is CPM? | the cost of exposing 1,000 customers to an ad |
| How are specialty media used in advertising? | as giveaway product |
| Factors that affect print media rates are | When the ad will appear, Where the ad will appear, & The use of color |
| Factors that affect broadcast media rates are | ROS airtime, Time slots, & network or spot broadcasts |
| Business-to-business magazines are also known as | trade publications |
| The two types of direct marketing are | direct mail sent to a home and electronic mail sent to an e-mail address |
| Most television advertisements are | 30- to 60- second spots |
| Magazine rates are based on circulation, the type of relationship, and | production techniques |
| To reach customers, advertising uses asset format that is defined in terms of | time or space |
| The three type of radio advertising are | network radio advertising, national spot radio advertising, and local radio advertising |
| What is one characteristic of advertising | it always identifies the name of the business or individual that paid for it |
| Businesses that advertise in newspapers can target their ads to people with particular interests of to those living in a particular region. Why can businesses do this targeting? | newspaper circulation is documented and verifiable |
| According to the text, what is one of the most important considerations in direct mail advertising? | the accuracy of the mailing list |
| In which type of print medium is an advertisement’s life the shortest? | newspaper |
| Which printed medium is found in 98 percent of American homes? | directory |
| Advertising designed to increase sales is known as ____________. | Promotional ad |
| Advertising designed to create a favorable impression is known as __________. | Institutional |
| Advertising costs per potential customer are usually ________ than other forms of promotion | Lower |
| Any paid form of nonpersonal promotion of ideas, goods, or services by an identified sponsor is called ______. | Advertising |
| Agencies, means, or instruments used to convey messages are called ________. | Media |
| Businesses use newspaper advertising because of a(n) ___ level of reader involvement. | High |
| Examples of __________ advertising include newsletters, catalogs, samplers, coupons, postage-paid reply cards, and letters. | Direct Mail |
| Inclusion in an alphabetical listing of households and businesses is known as ____________ advertising. | Directory |
| ______________ advertising involves placing advertising messages on the Internet. | Online |
| The _______________ or CPM rate is the cost of exposing 1,000 readers to an advertisement. | Cost Per Thousand |
| A(n) _______________ ad is an advertisement that appears as a wide rectangle in the top or bottom of a Web page. | Banner |
| A newspaper advertisement that includes art or photos, copy, and a business or product’s logo is called a(n) _________ advertisement. | Display |
| Radio and television are both included in the category known as __________ media. | Broadcast |
| Magazines that are read for personal pleasure or interest such as Road & Track, People, and YM fit in the category of _________ magazines. | Consumer |
| The rate that a newspaper changes for it advertising space is based on the newspaper’s ____________ | Circulation |
| Amelia is a veterinarian in private practice. She wants to run an ad in her local newspaper to advertise her pet clinic. The paper’s rate is $14 per column inch. Amelia’s ad measures 6 inches by 5 columns. Amelia’s ad will cost ___________ | $420 |
| The advertising department of a company manufacturing fine china dinnerware contracted with Excellent Homes magazines to run full-page, four color ad for $31,748. Included in the contract was the term 2/10 net 30. The magazine invoice was dated 2/1/09; the bill was paid on 2/12/09. The manufacturer paid ______ for the advertisement. | $31,748 |
| Rafaelo wants to advertise his auto parts store in one of the two local newspapers. The Sun has a circulation of 300,000 and an ad costs $395. The Express has a circulation of 250,000 and an ad costs $325. If Rafaelo bases his decision entirely on which paper has the lowest cost per thousand, he will chose ___________ | The Express |
