MKT 304 - CHAP 12 EXAM QUESTIONS AND ANSWERS FULLY SOLVED
1. Which of the following statements about newspapers and magazines as advertising media vehicles is
true?
A. Newspapers are exclusively a local advertising medium.
B. Newspapers are primarily a local advertising medium but are also used by national advertisers.
C. Magazines are primarily a local advertising medium.
D. Magazines are the primary advertising media in terms of ad revenue and number of advertisers.
E. Because of the difference in media format, there is no competition between broadcast and print
media. - Answers B
2. The primary advertising medium in terms of both ad revenue and number of advertisers is:
A. network television
.B. radio.
C. magazines.
D. newspapers.
E. direct mail. - Answers D
3. Which of the following statements about newspapers and magazines as advertising media is true?
A. Most magazines and newspapers could survive without advertising revenue.
B. Newspapers are a primary source of shopping information for many consumers.
C. The number of daily newspapers in most cities has been increasing due to a dramatic increase in the
amount of readily available advertising revenue.
D. Magazines are not really dependent on advertising revenue since they can charge higher prices for
their publications.
E. In order for newspapers and magazines to be read by a large audience, the print media should include
lots of advertisements. - Answers B
4. _____ 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 - Answers A
5. What does it mean when the text describes newspapers and magazines as high-involvement media?
A. They have to be acquired outside the home.
B. Unlike network television, they must be actively sought.
C. They are not purchased using routine purchase decision-making techniques.
D. They generally require consumers to expend some time and energy to process the information they
provide.
E. They provide connotative meanings to life. - Answers D
6. More companies buy advertising _____ than in any other medium.
A. in newspapers
B. in magazines
C. on cable television
D. on radio
E. on network television - Answers B
7. Avia makes athletic shoes. Its marketing research has shown there are a large number of serious
runners living in the Pacific Northwest region of the United States. These individuals would be willing to
pay over $200 for a good pair of running shoes. To reach this market, the best media option would
probably be:
A. regional editions of general interest magazines such as Time or Newsweek.
B. the sports section of national newspapers such as USA Today.
C. regional editions of general sports magazines such as a Sports Illustrated.
D. regional editions of specialty magazines such as Runner's World.
E. local television - Answers D
8. Which of the following statements about the role of magazines and newspapers as advertising media
vehicles is true?
, A. The advantages and disadvantages associated with the use of either magazines or newspapers as
advertising media vehicles are the same.
B. Special-interest magazines reach a very selective audience and are very valuable for reaching specific
types of consumers or market segments.
C. Magazines generate most of their total revenue from advertising.
D. Business magazines generate most of their revenue from subscriptions and single copy sales and are
not really dependent on advertising.
E. Both newspapers and magazines are generally considered low-involvement media. - Answers B
9. _____ 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. - Answers A
10. According to Standard Rate and Data Service (SRDS), magazines can be classified as:
A. consumer, health care, and business publications.
B. regional, national, and international publications.
C. agrarian, industrial, and specialized publications.
D. general, specialized, and niche publications.
E. affective, behavioral, and cognitive publications. - Answers A
11. According to SDRS's classification of magazines, _____ magazines are bought by the general public
for information and/or entertainment.
A. niche
B. consumer
C. business
D. national
1. Which of the following statements about newspapers and magazines as advertising media vehicles is
true?
A. Newspapers are exclusively a local advertising medium.
B. Newspapers are primarily a local advertising medium but are also used by national advertisers.
C. Magazines are primarily a local advertising medium.
D. Magazines are the primary advertising media in terms of ad revenue and number of advertisers.
E. Because of the difference in media format, there is no competition between broadcast and print
media. - Answers B
2. The primary advertising medium in terms of both ad revenue and number of advertisers is:
A. network television
.B. radio.
C. magazines.
D. newspapers.
E. direct mail. - Answers D
3. Which of the following statements about newspapers and magazines as advertising media is true?
A. Most magazines and newspapers could survive without advertising revenue.
B. Newspapers are a primary source of shopping information for many consumers.
C. The number of daily newspapers in most cities has been increasing due to a dramatic increase in the
amount of readily available advertising revenue.
D. Magazines are not really dependent on advertising revenue since they can charge higher prices for
their publications.
E. In order for newspapers and magazines to be read by a large audience, the print media should include
lots of advertisements. - Answers B
4. _____ 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 - Answers A
5. What does it mean when the text describes newspapers and magazines as high-involvement media?
A. They have to be acquired outside the home.
B. Unlike network television, they must be actively sought.
C. They are not purchased using routine purchase decision-making techniques.
D. They generally require consumers to expend some time and energy to process the information they
provide.
E. They provide connotative meanings to life. - Answers D
6. More companies buy advertising _____ than in any other medium.
A. in newspapers
B. in magazines
C. on cable television
D. on radio
E. on network television - Answers B
7. Avia makes athletic shoes. Its marketing research has shown there are a large number of serious
runners living in the Pacific Northwest region of the United States. These individuals would be willing to
pay over $200 for a good pair of running shoes. To reach this market, the best media option would
probably be:
A. regional editions of general interest magazines such as Time or Newsweek.
B. the sports section of national newspapers such as USA Today.
C. regional editions of general sports magazines such as a Sports Illustrated.
D. regional editions of specialty magazines such as Runner's World.
E. local television - Answers D
8. Which of the following statements about the role of magazines and newspapers as advertising media
vehicles is true?
, A. The advantages and disadvantages associated with the use of either magazines or newspapers as
advertising media vehicles are the same.
B. Special-interest magazines reach a very selective audience and are very valuable for reaching specific
types of consumers or market segments.
C. Magazines generate most of their total revenue from advertising.
D. Business magazines generate most of their revenue from subscriptions and single copy sales and are
not really dependent on advertising.
E. Both newspapers and magazines are generally considered low-involvement media. - Answers B
9. _____ 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. - Answers A
10. According to Standard Rate and Data Service (SRDS), magazines can be classified as:
A. consumer, health care, and business publications.
B. regional, national, and international publications.
C. agrarian, industrial, and specialized publications.
D. general, specialized, and niche publications.
E. affective, behavioral, and cognitive publications. - Answers A
11. According to SDRS's classification of magazines, _____ magazines are bought by the general public
for information and/or entertainment.
A. niche
B. consumer
C. business
D. national
