Test 2

Question 1

The role of the print media buyer

Answer 1

Negotiates
Understands
Creative
Buys media space

Question 2

Pros of a magazine

Answer 2

Flexible 
Color
Authority
Prestige
Selling power
Reader loyalty
Pass along

Question 3

Cons of magazines

Answer 3

Lack of immediacy 
Shallow reach
Long lead time
Competition 
High cost per thousand
Declining circulation

Question 4

Special possibilities with magazines

Answer 4

Bleed
Cover position
Junior units / island halves
Gatefolds

Question 5

Bleed define

Answer 5

Visual that run all the way to the edge of a printed page

Question 6

Cover position define

Answer 6

Space on the front inside, back inside, back cover pages usually sold at premium price

Question 7

Junior unit define

Answer 7

Large advertisement (60 percent of page) place in the middle of a page

Question 8

Island halves define

Answer 8

Half page of magazine space. Dominates the page sold at high price

Question 9

Insert define

Answer 9

As that the advertiser prints and sends to the publisher to put in the magazine

Question 10

Gatefold define

Answer 10

And insert so wide that the sides have to be folded to the center to match the size of the magazine

Question 11

How magazines are categorized

Answer 11

Content
Geography
Size

Question 12

Content components

Answer 12

Consumer magazines
Farm publications
Business magazines

Question 13

Geography components

Answer 13

Local city magazine
Regional publications
National magazines

Question 14

Size component

Answer 14

Size, flat, pocket

Question 15

What to consider when buying magazine space

Answer 15

Readership
Cost
Mechanical requirements
Deadlines
Circulation

Question 16

Understanding circulation

Answer 16

Guaranteed versus delivered circulation
Primary and secondary readership
Vertical and horizontal publications
Subscription and vendor sales
Paid and controlled circulation

Question 17

Rate base define

Answer 17

Circulation figure on which the publisher based its rates

Question 18

Paid circulation

Answer 18

Number of copies of a magazine that is distributed through subscriptions and new stand sales

Question 19

Controlled circulation

Answer 19

Free publication mailed to opinion leaders

Question 20

Vertical publications define

Answer 20

Covers a specific industry in all aspects

Ex restaurants

Question 21

Horizontal publications

Answer 21

Job function across industries

Ex purchasers

Question 22

Reading rate cards (dates affecting magazine purchases)

Answer 22

Cover date (printed on the cover)
On sale date (date actually sold)
Closing date (publications final deadline for supplying material for an advertisement)

Question 23

Equation for cost per thousand

Answer 23

Page rate / (circulation/ 1000)

Shows how far you’re spending will go

Question 24

Factors that impact rates

Answer 24

Volume/ frequency discounts

Premiums for color, bleeds, special markets

Question 25

Pros of news papers

Answer 25

``` Mass local media Timeliness Credibility Cheap Selective attention ```

Question 26

Cons if newspaper

Answer 26

``` Lacks selectivity Short lifespan Low quality Clutter Lack of control ```

Question 27

How newspapers are catagorized

Answer 27

Frequency Physical size Type of audience

Question 28

Two basic newspaper formats

Answer 28

Standard size | Tabloid newspaper

Question 29

Other types of newspapers

Answer 29

Sunday supplements Pennysavers (free newspapers) National newspapers

Question 30

Types of newspaper advertising

Answer 30

``` Display advertising Reading notice(advertorial) Classified advertising Public notices Preprinted inserts Home deliver bag ads ```