Exam (elaborations)
CAA201 - Chapter 12
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- CSB337 Exam Revision
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- CSB337 Exam Revision
Exam of 20 pages for the course CSB337 Exam Revision at CSB337 Exam Revision (CAA201 - Chapter 12)
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CAA201 - Chapter 12Newspapers, magazines, brochures, directories, and other printed surfaces are known as
________ media.
A) broadcast
B) narrowcast
C) print
D) directional
E) interactive
C
Newspapers offer advertisers ________, which allows them to target specific consumer
groups.
A) market intermediation
B) market zoning
C) market selectivity
D) market focus
E) selective binding
C
A ________ is a list of the charges for newspaper advertising space and the discounts given
to local advertisers and advertisers who make volume buys.
A) rate card
B) take-away
C) give-away
D) media kit
E) sales kit
A
An arrangement between a national advertiser and a local retailer whereby the retailer buys
the ad and then the manufacturer pays for half or a portion is known as ________.
A) joint advertising
B) co-op advertising
C) run-of-paper advertising (ROP)
D) selective advertising
E) subsidized advertising
B
,Which of the following is NOT a type of advertising found within the local newspaper?
A) classified
B) display
C) gatefold
D) supplements
E) free-standing insert (FSI)
C
What form of newspaper advertising is the dominant form, can be any size, and can be
placed
anywhere in the newspaper except the editorial page?
A) classified
B) display
C) supplement
D) gatefold
E) free-standing insert (FSI)
B
Advertisers who don't care where their ads run in the newspaper pay which rate?
A) co-op rate
B) preferred-position rate
C) run-of-paper (ROP) rate
D) non-preferred rate
E) classified rate
C
What form of newspaper advertising comes from individuals wanting to sell their personal
goods?
A) classified
B) display
C) supplements
D) gatefolds
E) co-op
A
9) Which of the following is a magazine-style publication inserted into a newspaper?
A) display advertisement
B) co-op advertisement
C) supplement
, D) gatefold
E) free-standing insert (FSI)
C
Which company is an independent auditing group that represents advertisers, agencies, and
publishers and verifies statements about newspaper circulation statistics?
A) A.C. Nielsen
B) Simmons-Scarborough
C) MediaMark, Inc.
D) Auditing Bureau of Circulations (ABC)
E) International Circulation Service (ICS)
D
Which of the following is NOT a main type of business magazine?
A) corporate
B) professional
C) farm
D) consumer
E) industrial
D
Which classification of business magazines presents stories and information about an entire
industry?
A) trade papers
B) industrial magazines
C) professional magazines
D) vertical publications
E) horizontal publications
D
13) Nontraditional delivery of magazines is referred to as ________, meaning the magazine
is
distributed free to specific audiences.
A) uncontrolled circulation
B) nonmeasured circulation
C) traditional circulation
D) discounted circulation
E) controlled circulation
A
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