____ 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