Question 1

The total average daily circulation of Canadian daily newspapers is 6.0 million copies.The total number of Canadian daily newspapers that contribute to that circulation is

Accepted Answer

A)   55
B)   68
C)   96
D)   147
E)   121F) A) and E)
G) A) and B)

Question 2

What are community newspapers and who typically advertises in them?

Accepted Answer

Community newspapers are generally small...

Question 3

In comparison to newspapers,a key disadvantage to magazines is

Accepted Answer

A)   quality of reproduction
B)   life span
C)   demographic selectivity
D)   geographic flexibility
E)   frequencyF) A) and E)
G) A) and D)

Question 4

The largest circulation of a broadsheet daily newspaper is of

Accepted Answer

A)   The Gazette
B)   The Globe and Mail
C)   The Toronto Star
D)   The National Post
E)   The Toronto SunF) B) and D)
G) A) and D)

Question 5

The actual readership of a magazine may be much greater than its circulation.

Accepted Answer

A) True 
 B)False

Question 6

An example of a vertical publisher is

Accepted Answer

A)   Canadian Business
B)   National Post Business
C)   ROB Magazine
D)   Canadian Grocer
E)   ProfitF) B) and D)
G) D) and E)

Question 7

The transient rate applies to

Accepted Answer

A)   casual advertisers
B)   some sections of the paper
C)   community newspaper advertisers
D)   inserts
E)   volume-discount advertisersF) B) and D)
G) None of the above A

Question 8

Describe the role of NADbank Inc.

Accepted Answer

Readership data about newspapers is comp...

Question 9

Some publications offer some form of geographic flexibility.An example in Canada is

Accepted Answer

A)   Canadian Grocer
B)   Canadian Geographic
C)   Maclean's
D)   Ski Canada
E)   Toronto LifeF) A) and B)
G) A) and E)

Question 10

Magazines offer advertisers some degree of creative flexibility.Explain how.

Accepted Answer

Most magazines offer gatefolds (multiple...

Question 11

Why would an advertiser pay a position charge for their newspaper advertising placement?

Accepted Answer

To deal with the disadvantage of clutter,many advertisers request favourable positions,either for a particular section,or the first few pages of the newspaper.The privilege of having a preferred position in a newspaper comes at a higher cost,referred to as a position charge.This charge is normally quoted as a percentage increase over the insertion cost.The advertiser usually justifies the additional expense by referring to the improved recognition and recall that can result.Unless a preferred position charge is paid,newspaper publishers reserve the right to place advertisements at their discretion.

Question 12

Given that circulation and the costs of advertising (line rates)vary among newspapers,how do advertisers compare alternatives for cost efficiency?

Accepted Answer

To make this comparison,the advertiser may use a standard figure called the CPM.CPM is the actual cost of reaching 1000 readers in a market.The formula for calculating CPM involves dividing the unit cost of the message by the circulation in thousands.CPM is quantitative.The demographic profile of readers is not reflected in the calculation.Note: the higher the circulation of a newspaper,the lower the CPM.

Question 13

Advertisers that purchase space in specific magazines with greater frequency will qualify for a variety of discounts.Describe some of the more common discounts offered by magazines.

Accepted Answer

A frequency discount refers to a discoun...

Question 14

The largest daily Canadian newspaper is The Globe and Mail,which has an average ?Monday-to-Friday circulation of 421 700 per day.

Accepted Answer

A) True 
 B)False

Question 15

"There is nothing as stale as yesterday's news." Which disadvantage of newspaper does this phrase sum up?

Accepted Answer

This phrase sums up any newspaper's bigg...

Question 16

So that advertisers can see how their ad actually appeared,newspapers issue a(n)

Accepted Answer

A)   make good
B)   tear sheet
C)   split run
D)   insertion order
E)   CPMF) C) and D)
G) None of the above

Question 17

Foodservice and Hospitality magazine is an example of

Accepted Answer

A)   a horizontal publication
B)   a regional edition
C)   a general interest publication
D)   a vertical publication
E)   a consumer publicationF) B) and D)
G) C) and D)

Question 18

A controlled circulation magazine

Accepted Answer

A)   is distributed free to a predetermined target
B)   is an insert inside a newspaper
C)   appeals to all market segments
D)   is also classified as junk mail
E)   is restricted by lawF) B) and E)
G) All of the above

Question 19

Explain the four main disadvantages of magazine advertising.

Accepted Answer

Four disadvantages of magazine advertisi...

Question 20

Since the circulations and costs of advertising (line rates) vary among newspapers,the advertiser must have a way of comparing the alternatives.To make this comparison,the advertiser may use a standard figure called the

Accepted Answer

A)   position charges
B)   multiple page charges
C)   line rate
D)   cost per thousand (CPM) 
E)   split runsF) B) and D)
G) D) and E)

Exam 8: Print Media: Newspapers and Magazines

The total average daily circulation of Canadian daily newspapers is 6.0 million copies.The total number of Canadian daily newspapers that contribute to that circulation is

Correct Answer
verified

What are community newspapers and who typically advertises in them?

Correct Answer
verified
Community newspapers are generally small...
View Answer

In comparison to newspapers,a key disadvantage to magazines is

Correct Answer
verified

The largest circulation of a broadsheet daily newspaper is of

Correct Answer
verified

The actual readership of a magazine may be much greater than its circulation.

Correct Answer
verified

An example of a vertical publisher is

Correct Answer
verified

The transient rate applies to

Correct Answer
verified
A

Describe the role of NADbank Inc.

Correct Answer
verified
Readership data about newspapers is comp...
View Answer

Some publications offer some form of geographic flexibility.An example in Canada is

Correct Answer
verified

Magazines offer advertisers some degree of creative flexibility.Explain how.

Correct Answer
verified
Most magazines offer gatefolds (multiple...
View Answer

Why would an advertiser pay a position charge for their newspaper advertising placement?

Given that circulation and the costs of advertising (line rates)vary among newspapers,how do advertisers compare alternatives for cost efficiency?

Advertisers that purchase space in specific magazines with greater frequency will qualify for a variety of discounts.Describe some of the more common discounts offered by magazines.

Correct Answer
verified
A frequency discount refers to a discoun...
View Answer

The largest daily Canadian newspaper is The Globe and Mail,which has an average ?Monday-to-Friday circulation of 421 700 per day.

Correct Answer
verified

"There is nothing as stale as yesterday's news." Which disadvantage of newspaper does this phrase sum up?

Correct Answer
verified
This phrase sums up any newspaper's bigg...
View Answer

So that advertisers can see how their ad actually appeared,newspapers issue a(n)

Correct Answer
verified

Foodservice and Hospitality magazine is an example of

Correct Answer
verified

A controlled circulation magazine

Correct Answer
verified

Explain the four main disadvantages of magazine advertising.

Correct Answer
verified
Four disadvantages of magazine advertisi...
View Answer

Since the circulations and costs of advertising (line rates) vary among newspapers,the advertiser must have a way of comparing the alternatives.To make this comparison,the advertiser may use a standard figure called the

Correct Answer
verified

Exam 8: Print Media: Newspapers and Magazines

The total average daily circulation of Canadian daily newspapers is 6.0 million copies.The total number of Canadian daily newspapers that contribute to that circulation is

Correct AnswerverifiedShow Answer

What are community newspapers and who typically advertises in them?

Correct AnswerverifiedCommunity newspapers are generally small...View AnswerShow Answer

In comparison to newspapers,a key disadvantage to magazines is

Correct AnswerverifiedShow Answer

The largest circulation of a broadsheet daily newspaper is of

Correct AnswerverifiedShow Answer

The actual readership of a magazine may be much greater than its circulation.

Correct AnswerverifiedShow Answer

An example of a vertical publisher is

Correct AnswerverifiedShow Answer

The transient rate applies to

Correct AnswerverifiedA

Describe the role of NADbank Inc.

Correct AnswerverifiedReadership data about newspapers is comp...View AnswerShow Answer

Some publications offer some form of geographic flexibility.An example in Canada is

Correct AnswerverifiedShow Answer

Magazines offer advertisers some degree of creative flexibility.Explain how.

Correct AnswerverifiedMost magazines offer gatefolds (multiple...View AnswerShow Answer

Why would an advertiser pay a position charge for their newspaper advertising placement?

Given that circulation and the costs of advertising (line rates)vary among newspapers,how do advertisers compare alternatives for cost efficiency?

Advertisers that purchase space in specific magazines with greater frequency will qualify for a variety of discounts.Describe some of the more common discounts offered by magazines.

Correct AnswerverifiedA frequency discount refers to a discoun...View AnswerShow Answer

The largest daily Canadian newspaper is The Globe and Mail,which has an average ?Monday-to-Friday circulation of 421 700 per day.

Correct AnswerverifiedShow Answer

"There is nothing as stale as yesterday's news." Which disadvantage of newspaper does this phrase sum up?

Correct AnswerverifiedThis phrase sums up any newspaper's bigg...View AnswerShow Answer

So that advertisers can see how their ad actually appeared,newspapers issue a(n)

Correct AnswerverifiedShow Answer

Foodservice and Hospitality magazine is an example of

Correct AnswerverifiedShow Answer

A controlled circulation magazine

Correct AnswerverifiedShow Answer

Explain the four main disadvantages of magazine advertising.

Correct AnswerverifiedFour disadvantages of magazine advertisi...View AnswerShow Answer

Since the circulations and costs of advertising (line rates) vary among newspapers,the advertiser must have a way of comparing the alternatives.To make this comparison,the advertiser may use a standard figure called the

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
Community newspapers are generally small...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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A

Correct Answer
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Readership data about newspapers is comp...
View Answer

Correct Answer
verified

Correct Answer
verified
Most magazines offer gatefolds (multiple...
View Answer

Correct Answer
verified
A frequency discount refers to a discoun...
View Answer

Correct Answer
verified

Correct Answer
verified
This phrase sums up any newspaper's bigg...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Four disadvantages of magazine advertisi...
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Correct Answer
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