____ 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.

A. Split runs

B. Selective binding

C. Cross media binding

D. Controlled circulation

E. Desk top publishing

Answer: B

_____ is a computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence.

A. Split run

B. Over run

C. Gatefold

D. Printacular

E. Selective binding

Answer: E

_____ magazines assemble consumers with similar lifestyles or interests and offer marketers an efficient way to reach these people with little wasted coverage or circulation.

A. Niche

B. General interest consumer

C. International

D. Cultural

E. Special-interest consumer

Answer: E

_____ classifies magazines into three major categories and is the primary reference source for media planners.

A. Standard Rate and Data Service

B. Simmons Market Research Bureau

C. Audit Bureau of Circulations

D. Media Mark Research, Inc.

E. A. C. Nielsen Co.

Answer: A

_____ 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.

A. Newspapers and magazines

B. Newspapers and television

C. Magazines and radio

D. Radio and television

E. Radio and newspapers

Answer: A

_____ 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.

A. The column inch

B. The flat rate system

C. Standard advertising units

D. The portfolio inch

E. Agate lines

Answer: C

_____ 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.

A. Display

B. Classified

C. Preprinted insert

D. Supplement

E. Index

Answer: A

_____ offer advertisers the opportunity to buy space in a group of publications as a package deal.

A. Cross media organizations

B. Magazine networks

C. Publication verification networks

D. Magazine blocks

E. News networks

Answer: B

_____ 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.

A. Primary readership

B. Guaranteed readership

C. Pass-along readership

D. Total readership

E. A place-based medium

Answer: C

_____ verifies the circulation of consumer magazines and farm publications in the United States.

A. The Audit Bureau of Circulations

B. Business Publications Audit

C. Standard Rate and Data Service

D. Simmons Market Research Bureau

E. Mediamark Research, Inc.

Answer: A

The National Newspaper Network:

A. reproduces national ads in a pass-along system throughout the country.

B. facilitates Web-based advertising options in newspapers across the country.

C. provides advertising auditing services to local marketing firms.

D. limits the misuse of advertising in selective run binding networks.

E. offers controlled-circulation flat rates for preferred position marketers.

Answer: B

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.

A. flat

B. run-of-paper

C. preferred position

D. agate

E. bleed page

Answer: C

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.

A. preferred position

B. open

C. flat

D. run-of-paper

E. combination

Answer: D

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.

A. preferred position; flat rate

B. preferred position; open-rate

C. open-rate; flat rate

D. flat rate; open rate

E. flat rate; preferred position

Answer: D

____ 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.

A. The column inch

B. The flat rate system

C. Standard advertising units

D. The portfolio inch

E. Agate lines

Answer: C

Madison has recently learned that newspaper advertising space for national advertisers has been sold by the SAU. The letters SAU stand for:

A. sales and advertising units.

B. standard advertising units.

C. standardized aggregated utility.

D. space for advertising usage.

E. space for advertising unit.

Answer: B

Traditionally, newspaper advertising space for national advertisers has been sold by the:

A. standard advertising units (SAUs).

B. column inch.

C. agate line.

D. cost per thousand (CPM).

E. page.

Answer: C

The goal of the National Newspaper Network, which was created by the Newspaper Association of America in 1993, is to:

A. make newspaper advertising rates the same for everyone.

B. attract more newspaper advertising dollars from national advertisers in specific product categories by facilitating the purchasing process.

C. make sure national advertisers who use newspapers on a limited basis pay higher rates than those who are already regular users.

D. attract more newspaper advertising from local companies.

E. enhance the reproduction quality of the newspapers.

Answer: B

The _____ is a market outside of a city whose residents regularly do business within the city.

A. city zone

B. retail trading zone

C. area of dominant influence

D. MSA

E. designated market area

Answer: B

A clothing store retailer would use an island ad to:

A. break through the clutter typically found in newspapers.

B. create high reproduction quality ads.

C. act as a means of making the newspaper accountable for the sales generated by the ad.

D. reduce overall costs of newspaper advertising.

E. identify potential target markets.

Answer: A