Advertising Test 3 Questions with
Verified Solutions
Pros of magazine advertisements - ANS-Flexibility, color, permanence, audience
selectivity, pass-along audience
Cons of magazine ads - ANS-Shallow coverage, long lead time, heavy competition,
declining circulations
Creative advantages - ANS-Bleeds, cover position, junior unit, island halves, custom
insert, and gatefold
Bleeds - ANS-When the dark colored background of the ad extends to the end of the
page (muscle arm ad)
Cover position - ANS-Inside front, inside back, outside back covers
Junior unit - ANS-Placing the ad in unusual places, often surrounded by editorial
content
Island halves - ANS-Similar to junior units, just surrounded by more editorial content
Magazine categorization - ANS-Consumer magazines, farm publications, & business
magazines
Consumer magazines - ANS-Purchased for entertainment or information, or both, most
popular category
Farm publications - ANS-Farmers and manufacturers (farm journal, feed & grain)
Business magazines - ANS-Target business readers; vertical (specific industry) &
horizontal publications
Click-through rate - ANS-The number of people who clicked on the ad
calculated by dividing the number of click-throughs by the number of impressions
CPM - ANS-(Cost per thousand impressions) payment is based upon number of times
an ad is served
CPC - ANS-(Cost-per-click or Pay-per-click ) Lets say we have a CPC of $0.10 and
provides a 1,000 click-throughs, then it costs you $100
, CPA/PPA - ANS-(Cost-per-action/pay-per-action) Payment in only made or calculated
when a user initiates an action (sales, registration, etc.)
Ad networks - ANS-Networks that pool hundreds of thousands of web pages together in
order to facilitate advertising across these pages. Ex. AOL advertising, yahoo network,
google ad network
Types of Internet advertising - ANS-Website, search engine markets, banners &
buttons, rich media advertising, sponsorships, classified ads, e-mail advertising, viral
marketing
Rich media advertising - ANS-Includes graphical animations and ads with audio and
video elements that overlay the page or even float over the page
Types of rich media advertising - ANS-(integrates dynamic features such as video,
audio, and animation)In-banner & in-text videos, companions ads (everything on
website is ad from video to skin around it), webisodes (entertaining and advertising)
Critics say that these are the problems with advertising on the Internet.. - ANS-Too
complex & crowded, not controlled & as regulated as traditional media, lacking in
processing speeds for some users, too democratic of a media (no control)
Types of outdoor advertising - ANS-Bulletins (14x48 ft.), poster panels (12x25 ft.), &
spectaculars
Spectaculars - ANS-Giant signs that incorporate movement, lights, flashy graphics, or
are high attention-grabbers
Showing - ANS-Basic unit of ale for billboards, -1 rating point= 1% of market population
-A 50 showing would mean 50% of the population
DEC - ANS-(Daily Estimated Circulation) Measured by an equation that takes the
number of people that pass by an out-of-home display as its main source of reach
EOI - ANS-(eyes on impression) Account for other factors such as size of the display,
angle to the road, format, distance, etc.
Transit advertsing - ANS-Out-home-media advertising that includes bus and taxicab
advertising as well as posters on transit shelters, terminals, and subways.
Run of service - ANS-Space is purchased on the number of cars/shelters/buses in
which the ad appears.
A full showing means that one card or ad will appear in each vehicle in the system
30-day showings, with discounts at 3, 6, 9, & 12 month contracts.
Verified Solutions
Pros of magazine advertisements - ANS-Flexibility, color, permanence, audience
selectivity, pass-along audience
Cons of magazine ads - ANS-Shallow coverage, long lead time, heavy competition,
declining circulations
Creative advantages - ANS-Bleeds, cover position, junior unit, island halves, custom
insert, and gatefold
Bleeds - ANS-When the dark colored background of the ad extends to the end of the
page (muscle arm ad)
Cover position - ANS-Inside front, inside back, outside back covers
Junior unit - ANS-Placing the ad in unusual places, often surrounded by editorial
content
Island halves - ANS-Similar to junior units, just surrounded by more editorial content
Magazine categorization - ANS-Consumer magazines, farm publications, & business
magazines
Consumer magazines - ANS-Purchased for entertainment or information, or both, most
popular category
Farm publications - ANS-Farmers and manufacturers (farm journal, feed & grain)
Business magazines - ANS-Target business readers; vertical (specific industry) &
horizontal publications
Click-through rate - ANS-The number of people who clicked on the ad
calculated by dividing the number of click-throughs by the number of impressions
CPM - ANS-(Cost per thousand impressions) payment is based upon number of times
an ad is served
CPC - ANS-(Cost-per-click or Pay-per-click ) Lets say we have a CPC of $0.10 and
provides a 1,000 click-throughs, then it costs you $100
, CPA/PPA - ANS-(Cost-per-action/pay-per-action) Payment in only made or calculated
when a user initiates an action (sales, registration, etc.)
Ad networks - ANS-Networks that pool hundreds of thousands of web pages together in
order to facilitate advertising across these pages. Ex. AOL advertising, yahoo network,
google ad network
Types of Internet advertising - ANS-Website, search engine markets, banners &
buttons, rich media advertising, sponsorships, classified ads, e-mail advertising, viral
marketing
Rich media advertising - ANS-Includes graphical animations and ads with audio and
video elements that overlay the page or even float over the page
Types of rich media advertising - ANS-(integrates dynamic features such as video,
audio, and animation)In-banner & in-text videos, companions ads (everything on
website is ad from video to skin around it), webisodes (entertaining and advertising)
Critics say that these are the problems with advertising on the Internet.. - ANS-Too
complex & crowded, not controlled & as regulated as traditional media, lacking in
processing speeds for some users, too democratic of a media (no control)
Types of outdoor advertising - ANS-Bulletins (14x48 ft.), poster panels (12x25 ft.), &
spectaculars
Spectaculars - ANS-Giant signs that incorporate movement, lights, flashy graphics, or
are high attention-grabbers
Showing - ANS-Basic unit of ale for billboards, -1 rating point= 1% of market population
-A 50 showing would mean 50% of the population
DEC - ANS-(Daily Estimated Circulation) Measured by an equation that takes the
number of people that pass by an out-of-home display as its main source of reach
EOI - ANS-(eyes on impression) Account for other factors such as size of the display,
angle to the road, format, distance, etc.
Transit advertsing - ANS-Out-home-media advertising that includes bus and taxicab
advertising as well as posters on transit shelters, terminals, and subways.
Run of service - ANS-Space is purchased on the number of cars/shelters/buses in
which the ad appears.
A full showing means that one card or ad will appear in each vehicle in the system
30-day showings, with discounts at 3, 6, 9, & 12 month contracts.
