Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 13 Paid Media
1) Newspapers, magazines, brochures, and other printed surfaces are known as ________ media
vehicles.
A) broadcast
B) narrowcast
C) print
D) directional
E) interactive
2) ________ is the primary method for measuring a newspaper’s reach.
A) Audience
B) Readership
C) Showings
D) Circulation
E) Market share
3) Newspapers offer advertisers ________, which allows them to target specific consumer
groups.
A) market intermediation
B) market zoning
C) market selectivity
D) direct marketing
E) selective binding
4) A ________ is a list of the charges for newspaper advertising space and the discounts given to
local advertisers as well as advertisers who make volume buys.
A) rate card
B) take-away
C) give-away
D) media kit
E) sales kit
5) Introduced in the early 1980s, the standard advertising unit makes it possible for ________ to
offer advertisers a great deal of choice within a standard format.
A) magazines
B) radio
C) television
D) directories
E) newspapers
6) An arrangement between a national advertiser and a local retailer whereby the retailer buys
the ad and then the manufacturer pays for half or a portion is known as ________.
A) joint advertising
B) co-op advertising
C) run-of-paper advertising (ROP)
D) selective advertising
E) subsidized advertising
7) Which of the following is NOT a type of advertising found within the local newspaper?
A) classified
B) display
C) gatefold
D) supplement
E) free-standing insert
8) What form of newspaper advertising is the dominant form, can be any size, and can be placed
anywhere in the newspaper EXCEPT the editorial page?
A) classified
B) display
C) supplement
D) gatefold
E) free-standing insert
9) Advertisers who don’t care where their ads run in the newspaper pay which rate?
A) co-op rate
B) preferred-position rate
C) run-of-paper (ROP) rate
D) non-preferred rate
E) classified rate
10) What form of newspaper advertising is used by individuals who are trying to sell their
personal goods?
A) classified
B) display
C) supplements
D) gatefolds
E) co-op
11) Which of the following is a magazine-style publication inserted into a newspaper?
A) display advertisement
B) co-op advertisement
C) supplement
D) gatefold
E) circular
12) Which of the following is NOT a main type of business magazine?
A) corporate
B) professional
C) farm
D) consumer
E) industrial
13) Which classification of business magazines presents stories and information about an entire
industry?
A) trade papers
B) regional magazines
C) professional magazines
D) vertical publications
E) horizontal publications
14) Nontraditional delivery of magazines is referred to as ________, meaning the magazine is
distributed free to specific audiences.
A) uncontrolled circulation
B) nonmeasured circulation
C) traditional circulation
D) discounted circulation
E) controlled circulation
15) Advertising in magazines is generally ________.
A) broadly targeted
B) highly targeted
C) interactive
D) locally targeted
E) direct
16) Normally, the largest unit of ad space that magazines sell is the ________.
A) full-page ad
B) double-page spread
C) gutter spread
D) bleed page
E) nonbleed page
17) Which term refers to the white space running between the inside edges of magazine pages?
A) gutter
B) byline
C) cover
D) gatefold
E) spread
18) A magazine page without outside margins, in which the color extends to the edge of the
page, is called a ________.
A) marginless page
B) gatefold
C) double-spread
D) full page
E) bleed
19) A single or double page in a magazine can be broken into a variety of units called ________.
A) gatefolds
B) fractional page space
C) segments
D) standard advertising units
E) cut-outs
20) A(n) ________ is a special advertising page or section in a magazine that looks like regular
editorial pages but is identified by the word “advertising” at the top.
A) gatefold
B) house ad
C) advertorial
D) insert
E) supplement
21) ________ combines information on subscribers kept in a database with a computer program
to produce magazines that include special sections for subscribers based on their demographic
profiles.
A) Fractional page space
B) Ink-jet imaging
C) Selective binding
D) Desktop publishing
E) Custom publishing
22) Which technology allows a magazine to print personalized messages on ads or on inserts?
A) selective binding
B) desktop publishing
C) ink-jet imaging
D) one-order, one-bill
E) satellite transmission
23) Which of the following is a freestanding insert?
A) display advertisement
B) classified advertisement
C) circular
D) horizontal publication
E) vertical publication
24) Which of the following is a self-promotion ad used by newspapers and other media, typically
set up to help fill a layout after news stories and other ads have been placed?
A) house ad
B) circular
C) directory ad
D) classified ad
E) preprint
25) A national advertiser would like to advertise more in newspapers, but there is a substantial
rate differential between national advertisers purchasing the same ad size as local retailers. On
average, the national advertisers must pay more than 60 percent more for the same space. What
can a national advertiser do to avoid this rate differential?
A) Use the “one-order, one-bill” ordering system because they’ve negotiated the rates down to
the local rates.
B) Use the “co-op” ordering system because they’ve negotiated the rates down to the local rates.
C) Advertise only in larger cities because newspapers in those markets do not charge a rate
differential.
D) Use co-op advertising in order to buy the ad at the local rate.
E) There’s really nothing a national advertiser can do to avoid the higher rate.
26) P&G is a major producer of consumer coupons and prefers to deliver them to consumers
through newspaper advertising. P&G wants to command more attention than just another ad in
the paper, and wants to place different ads in different markets in the Sunday paper. Which type
of newspaper advertising will meet P&G’s needs?
A) classified
B) house
C) preprint
D) co-op
E) preferred
27) Dole—the fresh banana, juice, and canned fruit company—has begun testing a glossy
magazine, Dole Fresh Choices, in the banana section of a grocery store in Houston and has plans
for more widespread distribution. The magazine, targeted toward female customers, offers
articles on health and nutrition. What type of magazine is this?
A) trade
B) industrial
C) professional
D) consumer
E) vertical
9
Copyright © 2019 Pearson Education, Inc.
Refer to the following passage to answer the questions below.
Allison works in the media department of a large advertising agency. Her biggest client is P&G,
a major manufacturer of consumer packaged goods that spends billions on consumer advertising
every year. Allison is putting together a media plan for P&G using a variety of media vehicles.
28) Allison’s media plan calls for advertising in national newspapers. If P&G doesn’t care where
its ads run in the newspaper, what rate will Allison request for her client?
A) run-of-paper (ROP) rate
B) display ad
C) supplement rate
D) classified rate
E) differential rate
29) The media plan also calls for magazine advertising, and the creative execution will have the
color extend to the edge of the page. What type of page will Allison need to purchase?
A) gatefold
B) back cover
C) double-page spread
D) bleed
E) gutterless
30) Allison learns that one magazine she is considering for P&G combines information on
subscribers kept in a database with a computer program to produce magazines that include
special sections for subscribers based on their demographic profiles. What is this known as?
A) selective binding
B) relationship management
C) undifferentiated distribution
D) ink-jet imaging
E) satellite transmission
31) The bulk of P&G’s television advertising is 30-second commercials that air nationwide
during several different programs every day of the week. Which type of advertising does this
describe?
A) sponsorships
B) participations
C) spot announcements
D) on-network syndications
E) displays
32) P&G is concerned that some of the controversial programming on television today hurts its
brand’s image if the company advertises during that type of programming. Allison suggests that
P&G should develop its own family-friendly programming, assuming the total financial
responsibility for producing the program and providing the accompanying commercials. What
form of television advertising would P&G be undertaking?
A) sponsorship
B) participations
C) spot announcements
D) on-network syndication
E) specialty television
33) Which of the following is NOT a type of broadcast radio?
A) public radio
B) satellite radio
C) Web radio
D) AM/FM radio
E) spot radio
34) ________ can deliver the same radio stations, regardless of where the listener is in the
continental United States.
A) Satellite radio
B) Cable radio
C) Low-power FM
D) AM/FM radio
E) Public radio
35) Nonprofit radio stations that serve a small market with a reach of three to five miles are
known as ________.
A) cable radio
B) public radio
C) AM/FM radio
D) low-power FM
E) Web radio
36) ________ provides audio files downloaded or streaming through netcasting or podcasting.
A) Satellite radio
B) Cable radio
C) Low-power FM
D) Web radio
E) Public radio
37) ________ relies on listener support and corporate sponsorship for most of its funding.
A) Satellite radio
B) Cable radio
C) Local radio
D) Web radio
E) Public radio
38) The typical radio programming day is divided into five segments called ________.
A) listener groups
B) drive times
C) coverages
D) ratings
E) dayparts
39) Commercials set to music are known as ________.
A) musicals
B) lyricals
C) jingles
D) dual-coded
E) PSAs
40) Which is the largest category of radio advertising revenues?
A) network
B) national spot
C) local
D) satellite
E) web
41) A(n) ________ is a group of affiliated stations.
A) radio network
B) national syndicate
C) local network
D) AM network
E) FM network
42) In which type of radio advertising does an advertiser place an advertisement with an
individual station?
A) network
B) spot
C) syndicated
D) AM
E) FM
43) Which of the following is NOT a national, over-the-air television network in the United
States?
A) Entertainment and Sports Programming Network (ESPN)
B) American Broadcasting Company (ABC)
C) Columbia Broadcasting System (CBS)
D) National Broadcasting Company (NBC)
E) Fox Broadcasting
44) Satellite television is a form of ________ television.
A) syndicated
B) underwritten
C) public
D) subscription
E) sponsorship
45) WTBS-Atlanta, WGN-Chicago, and WWOR-New York are all independent television
stations whose programs are carried by satellite to cable operators. These stations are known as
________.
A) cable networks
B) superstations
C) broadcast networks
D) affiliates
E) syndicated networks
46) Local television stations that are NOT affiliated with a network are known as ________.
A) disconnects
B) interconnects
C) spot stations
D) syndicated stations
E) independent stations
47) According to guidelines from the Federal Communications Commission, advertising
messages that appear on ________ do not ask for a purchase or make price or quality
comparisons.
A) online videos
B) on-demand programming
C) independent stations
D) public television
E) subscription television
48) ________ programs can be sold to independent firms and other cable channels to replay as
reruns.
A) Syndicated
B) Network
C) Cable
D) Pay-per-view
E) On-demand
49) Internet Protocol television (through a computer, phone, or Roku) creates the opportunity for
________ television.
A) addressable
B) high-definition
C) sponsorship
D) 3-D
E) affiliated
50) What technology allows users to record television programs and even begin watching a
program before the recording is finished?
A) interactive TV
B) HDTV
C) DVR
D) 3-D TV
E) digital enhancer
51) TiVo’s capability to let users record a show and watch whenever they like is known as
________.
A) sweeping
B) zipping
C) time-shifting
D) zapping
E) spotting
52) In which type of network television advertising does the advertiser assume the total financial
responsibility for producing the program and providing the accompanying commercials?
A) participations
B) spot announcements
C) dayparts
D) sponsorships
E) product placement
53) In which type of network television advertising does a national advertiser pay for available
commercial time slots during one or more programs?
A) participations
B) spot announcements
C) dayparts
D) sponsorships
E) product placements
54) Which type of television advertising appears in the breaks between programs, sold by local
affiliates to advertisers who want to show their ads locally?
A) participations
B) spot announcements
C) dayparts
D) sponsorships
E) product placements
55) Which of the following is the process by which video programs are sent to computers and
other electronic devices, such as smartphones and tablets?
A) addressable television
B) streaming video
C) 3-D television
D) interactive television
E) time-shifting
56) An ad that runs on multiple networks at the same time is called a(n) ________.
A) participation
B) sponsorship
C) infomercial
D) roadblock
E) spot announcement
57) WLSU is the campus radio station at Louisiana State University. It is a nonprofit,
noncommercial station that serves a small market (i.e., the university community), with a reach
of three to five miles. WLSU provides a variety of music and informational programming, and
all LSU student, faculty, and staff performances are broadcast on this station. WLSU is an
example of which of the following?
A) public radio station
B) cable radio
C) satellite radio
D) low-power FM station
E) web radio
58) Rush Limbaugh, a conservative talk show host, is heard on hundreds of radio stations around
the country. Advertisers such as Select Comfort beds advertise on his program because of the
high level of loyalty of his audience. Local radio stations purchase the rights to air his program
on their stations. National advertisers can purchase advertising time from the program provider
or the local station, and local businesses usually purchase advertising during this show from the
local station. What type of radio advertising does this represent?
A) network radio advertising
B) spot radio advertising
C) syndicated radio advertising
D) news radio advertising
E) up-front radio advertising
59) WDAM is a local television station in Hattiesburg, Mississippi, that airs programming
provided from the National Broadcasting Company (NBC). This station has a contractual
relationship with NBC in which it agrees to carry programming originating from NBC during a
certain part of its schedule. WDAM is allowed to sell a small amount of time during this
programming to advertisers wishing to reach the local market, but the station typically pays NBC
30 percent of the fees it charges for this local advertising. However, WDAM receives 15 percent
of the advertising revenue paid to NBC by national advertisers. WDAM is known as a network
________.
A) affiliate
B) subscriber
C) agent
D) sponsor
E) superstation
60) Some have predicted that, in the future, television will allow consumers to purchase products
they see on a television show. For example, if you like the shirt a contestant is wearing on The
Voice, you will be able to click on the shirt to follow a link to a website that allows you to
purchase the shirt. When finished, you can continue viewing the program where you left off.
What type of television delivery system or program option does this represent?
A) pay-per-view
B) high-definition TV (HDTV)
C) interactive television
D) e-commerce television
E) network cable
61) Starbucks is interested in radio advertising and wants to reach consumers at the best time of
day to get them to drive into a Starbucks location. Research has shown that 80 percent of
consumers drink the majority of coffee before going to work or on their way to work. What
daypart would you recommend Starbucks use to reach these consumers?
A) 6 to 10 a.m. (morning drive time)
B) 10 a.m. to 3 p.m. (daytime)
C) 3 to 7 p.m. (evening drive time)
D) 7 p.m. to midnight (nighttime)
E) midnight to 6 a.m. (all night)
62) Rain Forest Car Wash wants to start advertising to increase its business. Rain Forest is
looking for an advertising medium that will allow the company to advertise frequently yet still be
affordable. Rain Forest also wants the capability to change messages to reflect current conditions
that affect a car’s appearance, such as the high level of pollen that settles on cars from one day to
the next. Based on this information, which advertising medium would you recommend for this
business?
A) transit
B) magazines
C) television
D) radio
E) outdoor billboards
63) The New York Times wants to begin an advertising campaign using television to attract more
subscribers. The Times wants to reach an affluent, well-educated audience. One goal of its
promotion is to not appear to be asking for purchase, merely to make the publication more salient
in the minds of the target audience. Based on this information, which of the following delivery
systems or programming options would be best for the newspaper?
A) network television
B) public television
C) cable television
D) program syndication
E) interactive television