Chapter 12 – Evaluation of Print Media
1. (p. 406) Which of the following statements about newspapers and magazines as advertising
media vehicles is true?
Chapter 12 – Evaluation of Print Media
2. (p. 406) The primary advertising medium in terms of both ad revenue and number of
advertisers is:
3. (p. 406) Which of the following statements about newspapers and magazines as advertising
Chapter 12 – Evaluation of Print Media
4. (p. 407) _____ are often referred to as high-involvement media, because they generally
require some attention and effort on the part of the consumer to process the information that
they provide.
5. (p. 407) What does it mean when the text describes newspapers and magazines as high-
involvement media?
Chapter 12 – Evaluation of Print Media
6. (p. 407) More companies buy advertising _____ than in any other medium.
7. (p. 408) Avia makes athletic shoes. Its marketing research has shown there are a large number
of serious runners living in the Pacific Northwest region of the United States. These
individuals would be willing to pay over $200 for a good pair of running shoes. To reach this
market, the best media option would probably be:
Chapter 12 – Evaluation of Print Media
8. (p. 408) Which of the following statements about the role of magazines and newspapers as
advertising media vehicles is true?
9. (p. 408) _____ classifies magazines into three major categories and is the primary reference
source for media planners.
Chapter 12 – Evaluation of Print Media
10. (p. 408) According to Standard Rate and Data Service (SRDS), magazines can be classified
as:
11. (p. 408) According to SDRS’s classification of magazines, _____ magazines are bought by
the general public for information and/or entertainment.
Chapter 12 – Evaluation of Print Media
12. (p. 408) Nearly two-thirds of all advertising dollars spent in magazines, are spent in _____
magazines.
13. (p. 408) Better Homes & Gardens, Newsweek, and Cosmopolitan are all examples of:
Chapter 12 – Evaluation of Print Media
14. (p. 408) _____ magazines assemble consumers with similar lifestyles or interests and offer
marketers an efficient way to reach these people with little wasted coverage or circulation.
15. (p. 408) Which of the following industries spends most of its advertising media budget in
magazines since it is prohibited from advertising in broadcast media?
Chapter 12 – Evaluation of Print Media
16. (p. 409) A magazine such as Farm Journal is an example of a _____ while a publication
such as National Hog Farmer is a ____.
17. (p. 409) Why are farm publications not classified with business publications?
Chapter 12 – Evaluation of Print Media
18. (p. 409) Which of the following is an example of a trade magazine?
19. (p. 409) Floral Management is a publication aimed at providing information to retail florists
so they can manage their stores more efficiently and profitably. This is an example of a(n)
_____ publication.
Chapter 12 – Evaluation of Print Media
20. (p. 409) Offshore is a publication that provides information on world trends and technology
to offshore oil and gas operations. This is an example of a(n) _____ publication.
21. (p. 409) Which of the following does Standard Rate and Data Service (SRDS) classify as a
general business magazine?
Chapter 12 – Evaluation of Print Media
22. (p. 409) Business publications are important to advertisers because:
23. (p. 409) Selectivity, reproduction quality, creative flexibility, and prestige are all potential
advantages of which of the following advertising medium?
Chapter 12 – Evaluation of Print Media
24. (p. 410) A company that manufactures paintball equipment might prefer to advertise in
specialized publications such as Paintball Sports magazine rather than general interest
magazines and sports magazines such as Sports Illustrated because of:
25. (p. 410) One of the primary advantages of using magazines as an advertising medium is
their:
Chapter 12 – Evaluation of Print Media
26. (p. 410) The fact that most magazines are published for special-interest groups gives them a
high degree of:
27. (p. 410) The magazine The Georgia Peace Officer is targeted to everyone in law
enforcement in the State of Georgia. As a medium, this magazine offers a manufacturer of
bullet-proof vests a high degree of:
Chapter 12 – Evaluation of Print Media
28. (p. 410) Modern Maturity, Playboy, and Seventeen are all magazines that offer advertisers
_____ selectivity.
29. (p. 410) The Top Line is a Canadian publication targeted to high school teens. It offers
Canadian advertisers _____ selectivity.
Chapter 12 – Evaluation of Print Media
30. (p. 410) Advertisers who want to achieve geographic selectivity in their magazine media
schedule can do so by advertising in:
31. (p. 410) Marketers can achieve geographic selectivity in magazine advertising by using:
Chapter 12 – Evaluation of Print Media
32. (p. 411) Buying ad space in regional editions of national magazines:
33. (p. 412) Gatefolds, bleed pages, inserts, and creative space buys are ways of increasing:
Chapter 12 – Evaluation of Print Media
34. (p. 412) The use of a third page that folds out to create an extra large advertising spread in a
magazine is called a(n):
35. (p. 412) The inside cover of the Business 2.0 magazine opens up to reveal a large advertising
spread on the Cadillac Escalade. This ad is an example of a(n):
Chapter 12 – Evaluation of Print Media
36. (p. 413) Magazine advertisements that extend to the end of the page rather than leaving a
margin around the ad are called:
37. (p. 413) An ad for California Almonds is a close-up view of a swirl of white and milk
chocolate topped with sliced almonds. The chocolate swirls extend to the very edge of the
page. This ad is an example of a(n):
Chapter 12 – Evaluation of Print Media
38. (p. 413) Novell makes security systems for computer networks. Recognizing user
fingerprints is of its offerings. An ad for Novell products shows a thumb with the words
“Access Granted” painted on it. The blue background behind the thumb extends to the very
edge of the page. This ad is an example of a(n):
39. (p. 414) Ads in magazines that utilize pop-ups, heavy inserts, talking ads or other techniques
to attract readers’ attention are sometimes referred to as: