Chapter 12 – Evaluation of Print Media
74. (p. 421) Which of the following comparisons of primary in-home readers of a magazine and
pass-along readers is true?
75. (p. 421) A magazine with a circulation of 2.5 million and 3 readers per copy would have a
total audience or readership of _____ million.
Chapter 12 – Evaluation of Print Media
76. (p. 421) A magazine with a circulation of 100,000 and 2 readers per copy would have a
_____ of 200,000.
77. (p. 422) The cost of advertising space in magazines is primarily a function of:
Chapter 12 – Evaluation of Print Media
78. (p. 422) Which of the following statements is true about the use of color in magazine
advertising?
79. (p. 423) _____ offer advertisers the opportunity to buy space in a group of publications as a
package deal.
Chapter 12 – Evaluation of Print Media
80. (p. 428) _____ newspapers originate in small towns or suburbs and usually focus on news,
sports and events relevant to a local area or community.
81. (p. 428) National advertisers tend to avoid weekly newspapers because of:
Chapter 12 – Evaluation of Print Media
82. (p. 428) The New York Times and USA Today are examples of _____ newspapers.
83. (p. 429) Linn’s Stamp News is a newspaper written specifically for stamp collectors and
published weekly. It contains information that is interest to people who collect stamps. It is an
example of a:
Chapter 12 – Evaluation of Print Media
84. (p. 429) Which of the following is an example of special-audience newspaper?
85. (p. 429) Parade and USA Weekend are examples of:
Chapter 12 – Evaluation of Print Media
86. (p. 429) The New York Times Sunday Magazine is an example of a:
87. (p. 430) Which of the following statements is true about newspaper supplements?
Chapter 12 – Evaluation of Print Media
88. (p. 430) _____ advertising is a category of advertising that is found throughout a newspaper
and generally uses illustrations, headlines, white space, and other visual devices in addition to
the copy text.
89. (p. 430) The largest percentage of newspaper advertising revenue comes from:
Chapter 12 – Evaluation of Print Media
90. (p. 431) Employment, automotive, and real estate ads are the three major categories of _____
advertising.
91. (p. 432) JCPenney’s department store distributed a four-color catalog in newspapers in major
metropolitan areas advertising its President’s Day Sale. This is an example of ____.
Chapter 12 – Evaluation of Print Media
92. (p. 432) Because of the medium’s ability to turn information around quickly and deliver a
detailed message, many companies who provide critical services to consumers often choose to
advertise in _____ to respond to natural disasters such as earthquakes or hurricanes.
93. (p. 432) When America Online’s customers were unhappy with their ability to access the
Internet quickly, CompuServe, its major competitor, quickly ran ads taking advantage of
AOL’s problems. Which of the following characteristics of a newspaper made this possible for
CompuServe?
Chapter 12 – Evaluation of Print Media
94. (p. 433) Newspapers generally offer more _____ than any other medium except for direct
mail.
95. (p. 433) Which of the following statements about the geographic selectivity offered by
newspapers is true?
Chapter 12 – Evaluation of Print Media
96. (p. 433) Which of the following is an example of special services offered by newspapers?
97. (p. 434) An advertiser preparing to run a large ad in a weekly newspaper needs to know that
_____ can be a disadvantage associated with the selection of newspapers as the media
vehicle.
Chapter 12 – Evaluation of Print Media
98. (p. 434) One of the greatest limitations of newspapers as an advertising medium is _____ due
to the coarse paper stock used in printing most newspapers.
99. (p. 435) Which of the following statements about the level of advertising clutter in
newspapers is true?
Chapter 12 – Evaluation of Print Media
100. (p. 435) A clothing store retailer would use an island ad to:
101. (p. 435) The _____ is a market outside of a city whose residents regularly do business
within the city.
Chapter 12 – Evaluation of Print Media
102. (p. 437) The goal of the National Newspaper Network, which was created by the
Newspaper Association of America in 1993, is to:
103. (p. 437) Traditionally, newspaper advertising space for national advertisers has been sold by
the:
Chapter 12 – Evaluation of Print Media
104. (p. 438) Madison has recently learned that newspaper advertising space for national
advertisers has been sold by the SAU. The letters SAU stand for:
105. (p. 438) _____ is a system that was created in 1984 to make newspaper advertising rates
comparable to other media that sell space and time in standardized units.
Chapter 12 – Evaluation of Print Media
106. (p. 438) When a newspaper offers no discounts for quantity or repeated space buys, it is
using a(n) _____ structure. When discounts are available, it is using a(n) _____ structure.
107. (p. 438) Basic rates quoted by newspapers that call for an ad to be placed on any page or in
any position desired by the paper are known as _____ rates.
Chapter 12 – Evaluation of Print Media
108. (p. 438) The promoter of a boxing match would probably want to place an ad in the sports
section of the newspaper and, therefore, pay a(n) _____ rate.
109. (p. 441) The National Newspaper Network: