Asea is a publication that provides information on world trends and technology to offshore oil and gas operations. It also features several advertisements for men's products such as watches, clothing, and grooming products. Fly High Airlines, an Australian airline, rebranded itself by using a kangaroo wearing a hat in its logo. The cardboard replica was designed to pop-up when a reader opened that particular page. Media planning is not an easy task. F. Magazine advertising creates sales Magazine advertising creates sales, whether magazines are used on their own or in combination with other media. Which of the following statements about the role of magazines and newspapers as advertising media vehicles is true? According to Standard Rate and Data Service's (SDRS's) classification of magazines, _____ magazines are bought by the general public for information and/or entertainment. Which of the following distinct positive features of magazines is the company trying to utilize in this scenario? They are usually printed in alternate copies of a specific magazine. Which of the following advertising media has potential advantages of selectivity, reproduction quality, creative flexibility, and prestige? Readers are receptive to the advertising in magazines. _____ figures represent the number of individuals who receive a magazine publication through either subscription or store purchase. Which of the following is a disadvantage associated with advertising in magazines? Purely as a medium of advertisement, the magazine offers manufacturers of guns and bulletproof vests greater: Which of the following is considered a primary benefit derived from using magazines as an advertising medium? The willingness to watch commercials in TV is decreasing because of various reasons. Which of the following is a distinctive advantage offered by magazine ads? For the full study, "connected consumers" across Brazil, China, France, the UK and the U.S. were surveyed. It ads focus on the Japanese hospitality that is offered on its planes--everything from elegant tableware to the finest in Far Eastern cuisine. According to Herbert Kelman, the three categories of source attributes that should be considered during the selection process are: The owner of Elan Style Inc., a global fashion house, features in all of his stores' commercials. Marketers typically select spokespeople whose traits will maximize their message influence. Gatefolds, bleed pages, inserts, and creative space buys are ways of increasing: The use of a third page that folds out to create an extra-large advertising spread in a magazine is called a(n): The second cover of MagAuto opens up into a third page, which gives it an extra-large spread. Which of the following statements about the geographic selectivity offered by newspapers is true? This scenario depicts the use of _____. The study also found that 43 percent of millennials would put their greatest trust in organizations other than banks and credit unions, which increases the threat to … Consumers are generally receptive to advertising in magazines because: Term ads provide additional information that may be of value in making a purchase decision. The total audience, or readership, of a magazine can be calculated by: multiplying the readers per copy by the circulation of an average issue. _____ is a system that was created in 1984 to make newspaper advertising rates comparable to other media that sell space and time in systemized units. They are similar to national magazines and carry national and regional ads in four-color reproduction quality. The high cost of network time can be a drawback to advertisers with limited media budgets. Many creative people follow proven formulas when creating ads because they are safe. 13) Consumers are generally receptive to advertising in magazines because: A.ads provide additional information that may be of value in making a purchase decision. Which of the following statements is true of informational advertising appeals? Newspapers provide geographic selectivity by creating strong sales potential in a particular area for national advertisers. The concept of _____ is based on the assumption that one exposure to an ad may not be enough to convey a desired message. James regularly borrows a magazine from Lily, who subscribes to it. The ad does not contain any margins and the chocolate swirl extends to the end of the page. High market share and good market potential. The _____ is the manner in which an advertising idea is turned into a message and presented to consumers. An advertisement that places the strongest points at the end of a message assumes a _____, whereby the last arguments presented are the most persuasive. Which of the following statements about network advertising is true? D. most magazines do not contain many ads, and thus, clutter is not a problem. _____ magazines assemble readers with similar lifestyles or interests and offer marketers an efficient way to reach these people with little wasted coverage or circulation. Selective binding and ink-jet imaging make it possible for magazines to offer: _____ is a computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence. It offers a fingerprint recognition program to its users. Which of the following is a reason why media planning is so difficult? Media buyers might choose to live with a relatively high degree of waste coverage because: it may still be the most cost affordable buy on a per exposure basis. Pluto Inc. prepares two magazine ads with slight regional variations. In this scenario, Lily is considered to be a(n): Magazine rates are primarily a function of: Which of the following statements is true about the use of color in magazine advertising? C. magazines are a low-involvement medium. Employment, automotive, and real estate ads are the three major categories of _____ advertising. Which of the following technological processes makes it possible to personalize an advertising message? Mars Inc. printed 1,200 brochures with the intention of distributing them using a national newspaper. An ad for Snorestop Extinguisher, a nose spray for eliminating snoring has the headline, "Wife shoots husband and rests in peace." In this scenario, Pluto is using _____. The personal relationship, and the world into which a magazine takes its readers, ensure that readers are in a receptive frame of mind. Twelve percent report generally liking or enjoying advertising, but their preferences varied by platform. Here are just some of the benefits it offers to marketers and business owners. It uses column widths 2-1/16 inches wide. Because more creative options are available for magazines than for television advertising, that is, magazine ads are more interesting. Which of the following is true of local display advertising? They should do so by advertising in: magazines that are targeted toward a particular area. If a promoter of a boxing match wants to place an ad in the sports section of a newspaper, the promoter is likely to pay a(n) _____ rate. These digital commercial sources appear to be generally less trustworthy as information sources. Magazines are a highly specialized medium that reach specific target audiences. Which of the following statements is true of celebrity endorsements? Business publications are important to advertisers because: they provide an efficient way of reaching the specific types of individuals who constitute their target market. This ad is an example of a(n): DigiSafe Inc. makes security systems for computer networks. It offers relatively lower reach and frequency than other media. Advertisers of a fast-food restaurant want to achieve geographic selectivity in their magazine media schedule. Select one: a. criticizing b. whooping c. zapping d. zipping e. hating Question 4 Complete Mark 1.00 out of 1.00 Flag question Question text Consumers are generally receptive to advertising in magazines because: Advertising in magazines with loyal followings is a good way to bring attention to your business. 58.(p. They are useful for reaching general consumers of services. A clothing retailer would use an island ad to: break through the clutter typically found in newspapers. _____ calculates the cost per thousand based on the target audience rather than the overall audience. Lou Paskalis: I think it’s a fundamental human truth that we are generally more receptive to people we have a relationship with. A magazine ad for DigiSafe products shows a lock with the words "Protected Zone" painted on it. Newspapers generally offer more _____ than any other medium except direct mail. Flighting creates cost efficiency by using advertising only during purchasing periods. Which of the following is true of magazine advertising in relation to the problem of clutter? The rate of product usage in a geographical area can be calculated through the use of: To determine the potential for sales of coffee, as opposed to a specific brand, in a particular market area, a company should use: Which of the following statements is true of the media mix? In its latest advertisement, the company indicates that Bubble is the only chewing gum that lets you blow "massive" bubbles that won't stick to your face. Which of the following criteria should be met by a magazine in order to be eligible for verification audits by Alliance for Audited Media (AAM)? A(n) _____ refers to the approach used in an advertisement to elicit some consumer response or to influence the feelings of consumers toward a product, service, or cause. advertising. These ads are an example of the use of what type of execution? Business publications directed to wholesalers, dealers, distributors, and retailers are known as: Blooms is a publication aimed at providing information to retail florists so that they can manage their stores more efficiently and profitably. Straight-sell message executions are commonly used with _____ advertising appeals. A widely used advertising execution style for packaged products, which attempts to portray situations consumers might face while using them in their daily activities, is known as _____ execution. They offer a potential for gaining prestige. D. Consumers are the least receptive to advertising in magazines than … Unlike other alkaline batteries & traditional rechargeable batteries, Rayovac Renewal alkaline battery is reusable 25 times or more. One analysis of major brands of fast-moving consumer goods found an average uplift in sales of 11.6% from using magazine advertising, and on average market share rose by 7%. Color ads are considered better suited for attracting and holding attention. Consumers were also generally receptive to the idea of banking with other Silicon Valley giants including Apple, Google and Facebook. More companies buy advertising _____ than in any other medium. An alternative explanation could be consumers' disengagement in advertising because individuals are overloaded with too much brand information at a time (Ha & McCann, 2008). F. ... generally, creative people are not open to research or info that could help them understand the clients target market better ... Radio often provides advertisers with a very receptive environment for their advertising … Since he is recognized as a professional style expert, his presence in his company's ads can enhance the ads' source: Marketers can try to capitalize on source similarity by hiring: salespeople who have characteristics that match those of their customers. An ad for Lipton tea states that according to laboratory research, "a serving of tea has more antioxidants than a serving of carrots or broccoli." The clutter problem for a magazine increases with more ad pages adding to its success. See Page 1. Media buyers primarily evaluate magazines on the basis of: their ability to deliver the advertiser's message to as many people as possible in the target audience. adults and even most tablet users are keen to read news or advertisements in magazines rather than on tablets because consumers find it hard to chan ge or switch their habits. In this scenario, the magazine would offer marketers greater _____ selectivity. This ad is an example of _____. It involves determining how the message strategy will be executed. If comfort and fine food is important to you when you travel, then you should think of ANA next time you are booking a flight to Asia. Which of the following statements is true about newspaper supplements? The positive feelings created by advertising can have a favorable effect on consumers' evaluations of a brand. Which of the following is true of weekly newspapers? An ad executive who works for Hughes & O'Reilly has just been assigned to a new Schlotsky's restaurant account. Which of the following statements is true of the effects of reach and frequency of a media vehicle? Scheduled maintenance: Saturday, December 12 from 3–4 PM PST. A marketer should present the strong points at the beginning of an advertising message when: the target audience is not interested in the topic. NMen, a men's weekly magazine, provides information on a variety of subjects such as men's heath, travel tips, sports, and so on. suasive influences of advertising per se, generally ig- noring the substantial influences exerted on consumer preferences by television programs, magazines, and Consumers are naturally drawn to the unusual graphics and pictures often used in magazines. The publication must have 70 percent or more paid circulation. Bubble Inc., a chewing gum manufacturer, specifically targets children in its advertisements. An approach to finding a major selling idea that uses consumer benefits as a foundation, with an emphasis on presenting these benefits in a theatrical way, is the _____ approach. More companies buy advertising _____ than in any other medium. Most consumers dislike magazine ads because they are intrusive and difficult to ignore. Basic rates quoted by a newspaper that call for an ad to be placed on any page or in any position desired by the paper are known as _____ rates. Since the kangaroo is a significant cultural symbol in Australia, the company hoped that associating itself with such a national icon would enhance its popularity. Subsequently, the company also launched an ad campaign for the Save the Kangaroo Foundation. _____ 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. The advertising agency of Sony Electronics has prepared two print ads for the company's new DVD. Response Feedback: With the exception of newspapers, consumers are more receptive to advertising in magazines than in any other medium. That was the same for the 9PM-Midnight slot, with Gen Z again lagging there. Clutter is viewed as less of a problem for magazines than radio or television because: A. consumers tend to be less receptive to print advertising than they are to broadcast advertising B. consumers have been trained to expect more ad messages than they can decode C. exposure to magazine ads is easier to control as the consumer can simply turn ... , newspapers and magazines sell the advertising space according to the area occupied by the ad, its position in the publication (front page/middle page, above/below the fold), as well as the readership of the publication. It is often used when competing brands are difficult to differentiate on a functional or performance basis. The coarse paper stock used in printing most newspapers leads to: Pluto Inc. is planning to run an ad in a weekly newspaper. _____ 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 publication. Consumers preferred channels for advertising are, in order: cinema ads, sponsored events, magazine ads, digital out-of-home and newspapers. In calculating both the brand development index (BDI) and the category development index (CDI) a media planner obtains the following results: Low BDI and High CDI. It is the percentage of TV households in an area that are tuned to a specific program during a specific time period. It follows that magazine consumers are more likely to read magazine ads that carry compelling images. The ad headline read, "Introducing the Best-Performing Battery System in All of Creation." Which of the following techniques is most suitable for scheduling seasonal products such as Mother's Day cards and Valentine candy? That's because it still works and it provides a strong foundation for your brand. During her visit to a beauty salon, Lily browsed through Inner Beauty, a magazine dedicated to working women, while she was waiting at the reception. The goal of the promotional strategy should be to: The weekly Nielsen report shows that 20 million of the 97 million television households in the U.S. watched American Idol last week even though only half of the households were actually watching television during this time period. Besides, this study She did not pay for the magazine and left it at the reception where it was initially placed. CL Inc. runs a series of product ads in a popular magazine. Subsequently, the scene switches to the birthday party and shows the grandfather feeling energetic and vibrant after taking the medication. _____ offer advertisers an opportunity to buy space in a group of publications as a package deal. Attributes that form the basis of these appeals vary from one product or service category to another. The relatively low cost of radio advertising time makes it an effective medium through which advertisers can build more _____ into their media schedules. Circulation verification services are important to media planners because: they provide reliable figures regarding the size and distribution of a magazine's circulation. Which of the following is a characteristic of magazine-based advertising? Which of the following is true of newspaper advertisements? Advertisers should select a celebrity spokesperson who will attract attention and enhance the sales message, yet not overshadow the company's brand. Which of the following is a characteristic of magazine ads? A company that manufactures paintball equipment might prefer to advertise in specialized publications rather than newspapers due to: the greater audience selectivity of specialized publications. Which of the following is true of consumer magazines? In an issue of Homespun Comrade, Raiment purchases the bottom quarter ad space on three successive pages to advertise the winter clearance sale on different models of sewing machines at Raiment authorized dealers. Consumers are generally receptive to advertising in magazines because: ads provide additional information that may be of value in making a purchase decision. The characteristics of a product help in determining the combination of media that should be used. Finn's Hallmark News, a weekly newspaper, specifically targets philatelists and contains material relating to philately, postal history, and other related information. _____ is the number of magazine copies distributed to original subscribers or purchasers. 50. Which of the following is the best example of a celebrity endorser enhancing consumers' perceptions of a product's performance capabilities? Which of the following statements provides a reason why consumers are more receptive to magazine advertising than to television advertising? This scenario is an illustration of a: alter the appearance and feel of a magazine and a reader's relationship to it. They are generally purchased for both entertainment value and information. Which execution technique is used in this ad? _____ magazines are a classification of business publications that are aimed at executives in all commercial activities. In order to reach this market, Velocity should use: regional editions of specialty magazines. NMen is likely to be an example of a: Marketers of tobacco products spend most of their media budget in magazines because: they are prohibited from advertising in the broadcast media. 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. Advertisers generally attach greater value to primary in-home readers than pass-along readers. Radio offers high levels of audience selectivity because of: the wide variety of program formats offered by different stations. Velocity Inc. makes shoes for athletes. Although the use of an indirect claim presumably offers some advantage to an … Many advertisers like slice-of-life executions because they feel they are an effective way to present a situation to which consumers can relate. Many business magazines are sent free to individuals who, a publisher believes, can influence a company's purchases for products and services advertised in the publication. The Suave Teen is a Canadian publication that primarily targets high school teenagers. Which of the following disadvantages of newspapers as an advertising medium should Pluto Inc. consider? Which of the following is a primary advantage of magazines? Because _____ advertising does not create awareness or demand for products or services, but rather points consumers toward where their purchases can be made, it is considered a directional medium. This is an example of a(n) _____ publication. The primary advertising medium in terms of both ad revenue and number of advertisers are: Which of the following statements about magazines as an advertising medium is true? They offer several valuable specialized services to advertisers. It is primarily used by supermarkets and departmental stores. Which of the following statements describes an advantage inherent in the flighting method of scheduling? In a television ad, actress and noted animal lover Betty White praised a flea and tick treatment called Frontline for the way it protects both her dogs and cats. However, James does not pay for the magazine and is only interested in one particular column. B. Which of the following is true of creative tactics in relation to advertising messages? in magazines Consumers are generally receptive to advertising in magazines because: ads provide additional information that may be of value in making a purchase decision. _____ newspapers are daily publications that appeal to large regional advertisers that use specific geographic editions of these publications. ... Because of its cost, magazine advertising is not appropriate for most small businesses. C. Magazines are consumers' primary source of information for many products and services. 399) … USP must be emphasized through repetitive advertising. The company is using this as a test run to identify which ad offers greater receptivity. In this scenario, Fly High Airlines was using: When an advertiser uses an ad that emphasizes psychological associations and attempts to wrap the consumer's perceptions into a tight concept or symbol, what type of advertising approach is being used? Ad Negativity Reach consumers who are the opposite of advertising receptive, meaning they generally don’t mind watching television commercials and don’t make purchase decisions based on advertising. When an advertiser cites technical information, such as the results of laboratory studies, in an advertisement, a(n) _____ style of execution is being used. Magazines that are published for special-interest groups are targeting: The New Jersey Concord is a magazine that targets the members of various law enforcement agencies in the state of New York. Indirect persuasion attempts are common in magazine advertisements. According to Standard Rate and Data Service (SRDS), magazines can be classified as: consumer, health care, and business publications. Which type of ad execution is being used in this example? One of the first things he may want to do is: spending time visiting similar restaurants, eating their food, and talking to their customers about their specific likes and dislikes of Schlotsky's and their competitors, set the tone or direction for all individual ads that make up the campaign. Which of the following is one of the disadvantages associated with the use of magazines as an advertising medium? For advertisers, the _____ is one disadvantage of cable television as compared to network television. When a newspaper offers no discounts for quantity or repeated space buys, it is using a(n) _____ structure. And so, all future brand activity will need to benefit society, and not only the individual. Print advertising offers a high recall value. 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