Chapter 12 – Evaluation of Print Media
40. (p. 414) Brut Champagne ran an ad in Esquire magazine featuring a cardboard replica of a
champagne bottle that pops up when the magazine is opened to that page. This is an example
of a(n):
41. (p. 414) Critics argue that printaculars:
Chapter 12 – Evaluation of Print Media
42. (p. 414) Janome manufactures sewing machines. In an issue of Home Companion, Janome
purchases the bottom quarter ad space on three successive pages to advertise the winter
clearance sale on different models of sewing machines at Janome authorized dealers. Janome
is using _____ to attract reader’s attention.
43. (p. 414) Bob Wilkes shoes horses for a living. He has a large list of customers who often ask
him for unusual features such as “Is there any sort of shock absorbers available for horses?”
To answer these questions, he subscribes to American Farriers Journal and stores all of his
previous issues so he can use them as reference material. The way Wilkes uses this
publication demonstrates which of the following advantages of magazines?
Chapter 12 – Evaluation of Print Media
44. (p. 414) Cal O’Hanlon, an avid skier, takes a weeklong ski vacation every winter. To help
plan his vacation, O’Hanlon keeps all of the past issues of Skiing magazine he has received so
he can consult them as he makes his selection of a ski resort. O’Hanlon‘s use of the magazines
in this way demonstrates which of the following advantages of magazines as an advertising
medium?
45. (p. 414–415) The Hathaway Shirt Company uses most of its media budget to advertise in
publications such as Esquire and The New Yorker magazines. The company thinks these
magazines are very well respected and provide a favorable environment that helps enhance
the image of its products. This example demonstrates which of the following advantages of
magazines as an advertising medium?
Chapter 12 – Evaluation of Print Media
46. (p. 414–415) The advertising manager for a fashionable, upscale women’s clothing line is
concerned over an ad agency recommendation to run ads for the brand in People magazine.
She thinks the editorial environment of the magazine may not be appropriate to the high
fashion and trendy positioning strategy being used for the brand. This reflects concern over
which of the following aspect of magazine advertising?
47. (p. 414–415) You won’t find Armani advertising its new line of men’s toiletries in just any
men’s magazine. The company is striving to position its new line of toiletries as a product for
the man with discerning tastes who only buys the finest products. While selecting a print
medium to run an ad for this new product, Armani would be most concerned with the
publication’s:
Chapter 12 – Evaluation of Print Media
48. (p. 416) Consumers are generally receptive to advertising in magazines because:
49. (p. 416) Which of the following statements provides a reason why consumers are more
receptive to magazine advertising than to television advertising?
Chapter 12 – Evaluation of Print Media
50. (p. 416) The advertising agency of Sony Electronics has prepared two print ads for the
company’s new DVD. Ad ‘A’ uses a straightforward informational appeal, which discusses the
DVD player’s features, while ad ‘B’ is an image ad that promotes the overall quality of the
player. The purpose of both ads is to encourage readers to send in a card or call a toll-free
number to request more information about Sony’s DVD player and other products. To get idea
about which ad might work best and should be used in the national campaign, Sony can:
Chapter 12 – Evaluation of Print Media
51. (p. 416) A(n) _____ test is a service offered by magazines where two or more versions of an
ad are run in alternate copies of a particular issue of a publication. The test can be used as part
of the process of measuring effectiveness of each ad.
Chapter 12 – Evaluation of Print Media
52. (p. 416) Aprilee Lindsey read the April issue of Farm Journal magazine when she visited her
parents in North Dakota and was entranced with an ad for John Deere garden tractors, which
featured toddlers dressed in overalls and straw hats. When she got home to Alabama and
looked for the same ad in her April issue of Farm Journal, she found the ad for John Deere
Garden tractors. This ad listed 25 reasons for buying a John Deere brand tractor and had no
illustration. What is the explanation for finding two completely different ads in the same issue
of a magazine?
53. (p. 416) Selective binding and ink-jet imaging make it possible for magazines to offer:
Chapter 12 – Evaluation of Print Media
54. (p. 416) _____ is a computerized production process that allows the creation of hundreds of
copies of a magazine in one continuous sequence.
55. (p. 416–417) _____ is a computerized production process that enables magazines to send
different editorial or advertising messages to groups of subscribers within the same issue of a
magazine.
Chapter 12 – Evaluation of Print Media
56. (p. 417) Which of the following processes makes it possible to personalize an advertising
message?
57. (p. 417) Which of the following is a disadvantage associated with advertising in magazines?
Chapter 12 – Evaluation of Print Media
58. (p. 417) Advertisers who are seeking broad reach and frequency in their media schedules:
59. (p. 417) Which of the following statements about the reach and frequency of consumer
magazines is true?
Chapter 12 – Evaluation of Print Media
60. (p. 417) Which of the following is a disadvantage inherent in advertising in magazines?
61. (p. 417) Which of the following is one of the disadvantages associated with the use of
magazines as an advertising medium?
Chapter 12 – Evaluation of Print Media
62. (p. 419) The high ratio of advertising to editorial content in most magazines causes
magazines to have a problem with:
63. (p. 419) Which of the following statements is true about clutter in magazine advertising?
Chapter 12 – Evaluation of Print Media
64. (p. 419) Clutter is viewed as less of a problem for magazines than radio or television
because:
65. (p. 419) While purchasing advertising space in magazines, media planners will focus
primarily on the:
Chapter 12 – Evaluation of Print Media
66. (p. 419) _____ is the number of magazine copies distributed to original subscribers or
purchasers.
67. (p. 419) Many publications base their rates on _____ and give refunds to advertisers if the
number of delivered magazines is below that quantity.
Chapter 12 – Evaluation of Print Media
68. (p. 420) When magazines set advertising rates based on a set average circulation figure
delivered by the publication but do not guarantee a rebate if they fail to meet it they are
using:
69. (p. 420) Many business magazines are sent free to individuals who, a publisher believes, are
appropriate members of a target audience and can influence purchases for products and
services advertised in the publication. This is known as _____ basis.
Chapter 12 – Evaluation of Print Media
70. (p. 420) _____ verifies the circulation of consumer magazines and farm publications in the
United States.
71. (p. 420) Which of the following criteria should be met by a magazine in order to be eligible
for verification audits by Audit Bureau of Circulations?
Chapter 12 – Evaluation of Print Media
72. (p. 420) Circulation verification figures are important to media planners because:
73. (p. 420–421) _____ describes a situation where a primary subscriber or purchaser of a
magazine gives it to another person to read or where a magazine is read in public places.