Exam (elaborations)
CAA201 - Test 3.
- Module
- CSB337 Exam Revision
- Institution
- CSB337 Exam Revision
Exam of 14 pages for the course CSB337 Exam Revision at CSB337 Exam Revision (CAA201 - Test 3.)
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CAA201 - Test 3Newspapers, magazines, brochures, directories, and other printed surfaces are known as
________ media.
A) broadcast
B) narrowcast
C) print
D) directional
E) interactive - correct answer-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 - correct answer-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 - correct answer-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 - correct answer-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) - correct answer-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) - correct answer-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 - correct answer-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 - correct answer-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) - correct answer-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) - correct answer-D
Which of the following is NOT a main type of business magazine?
A) corporate
B) professional
C) farm
D) consumer
E) industrial - correct answer-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 - correct answer-D
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