ADV 3310 – Texas Tech Exam 3 Study Resource
2025 | Detailed Review Covering Advertising
Selecting Media - ANSWER1. Understand the unique characteristics of the
various media alternatives &
2. Determine which medium will most efficiently and effectively reach the
campaign's target audience
Reach - ANSWERNumber of different people exposed, at least once, to a
medium during a given period of time
Frequency - ANSWERAverage number of times those people are exposed to
that medium during that period of time
Media Mix - ANSWERThe combination of media types that work together to
most effectively deliver an advertiser's message
Print Media - ANSWERAny message produced on any printed medium
Advantages of Magazines - ANSWERGood color reproduction, audience
selectively, long life/pass-along readership
Disadvantages of Magazines - ANSWERNot immediate, costly, long lead time,
heavy competition
Magazine Premiums - ANSWERBleed, gatefold, insert, special position/cover,
island 1/2 page (all come at a premium price, ex. 10% for bleed)
Rate Base for Magaines - ANSWERCirculation figure on which the publisher
bases its rates
Guaranteed Circulation for Magazines - ANSWERNumber of copies of a
magazine that publisher expects to sell (a publisher must refund the
advertiser if the numbers are not met)
Circulation Audit for Magazines - ANSWERThorough analysis of circulation
procedures, distribution outlets, and other distribution factors
,Types of Magazines - ANSWERNational, regional, local and city magazines
Audit Bureau of Circulations (ABC) - ANSWERVerifies circulation and other
marketing data on magazines for the benefit of its members
Primary Circulation - ANSWERNumber of people who receive a publication
through direct purchase or subscription
Paid Circulation - ANSWERTotal number of copies of an average issue sold
through subscriptions and newsstand sales
Secondary (pass-along) Readership - ANSWERNumber of people who read a
magazine in addition to the primary purchasers
Cover Date - ANSWERThe date printed on the cover of a publication
On-Sale Date - ANSWERThe date a publication is actually issued
Closing Date - ANSWERA publication's final deadline for supplying printing
material for an advertisement
Cost Per Thousand (CPM) - ANSWERCost of reaching 1,000 people in a
medium's audience (used to compare the cost of various media vehicles)
Page Rate / (Circulation / 1,000) = CMP
Frequency Discounts - ANSWERAdvertisers earn this by running advertising
repeatedly in a specific time period
Volume Discounts - ANSWERDiscounts given to advertisers for purchasing
print space or broadcast time in bulk quantities (charged for special features
and rates differ for geographic or demographic issues)
Advantages of Newspaper - ANSWERMass (local) medium, timeliness,
creative flexibility, geographic selectivity, credible, reasonable cost
Disadvantages of Newpapers - ANSWERShort life span, clutter, lack of control,
lack of selectivity, low production quality
Categorization of Newspapers - ANSWERBy frequency of delivery, physical
size, type of audience, and others like shoppers and Sunday supplement
, Advertorial - ANSWERLooks like editorial content, but flagged as advertising
Cooperative (co-op) Advertising - ANSWERSharing of advertising costs by the
manufacturer and the distributor or retailer
Classified Advertising - ANSWERNewspapers, magazines, and now internet
advertisements usually arranged under subheads that describe the class of
goods or the need the ad seeks to satisfy. Rates are based on the number of
lines that ad occupies. Most employment, housing, and automotive
advertising is in the form of classified advertising
Preprinted Inserts - ANSWERNewspaper advertisements printed in advance
by the advertiser and then delivered to the newspaper plant to be inserted
into a specific edition. Preprints are inserted into the fold of the newspaper
and look like a separate, smaller section of the paper
Rate Card - ANSWERLists advertising rates, mechanical and copy
requirements, deadlines, and other information that an advertiser should
know before placing an order
National Rate - ANSWERHigher rate charged owing to the added costs of
serving national advertisers
Flat Rates - ANSWERStandard rate with no discount allowance for large or
repeated space buys
Open Rate - ANSWERHighest rate for a one-time insertion into a newspaper
Contract Rates - ANSWERSpecial rate offered to local advertisers who sign an
annual contract for frequent or bulk-space purchases
Earned Rates - ANSWERDiscount applied retroactively as the volume of
advertising increases throughout the year
Short Rate - ANSWERCharged to advertisers who, during the year, fail to fulfill
the amount of space for which they have contracted
Combination Rates - ANSWERSpecial newspaper advertising rates offered for
placing a given ad in 1) morning and evening editions of the same newspaper,
2025 | Detailed Review Covering Advertising
Selecting Media - ANSWER1. Understand the unique characteristics of the
various media alternatives &
2. Determine which medium will most efficiently and effectively reach the
campaign's target audience
Reach - ANSWERNumber of different people exposed, at least once, to a
medium during a given period of time
Frequency - ANSWERAverage number of times those people are exposed to
that medium during that period of time
Media Mix - ANSWERThe combination of media types that work together to
most effectively deliver an advertiser's message
Print Media - ANSWERAny message produced on any printed medium
Advantages of Magazines - ANSWERGood color reproduction, audience
selectively, long life/pass-along readership
Disadvantages of Magazines - ANSWERNot immediate, costly, long lead time,
heavy competition
Magazine Premiums - ANSWERBleed, gatefold, insert, special position/cover,
island 1/2 page (all come at a premium price, ex. 10% for bleed)
Rate Base for Magaines - ANSWERCirculation figure on which the publisher
bases its rates
Guaranteed Circulation for Magazines - ANSWERNumber of copies of a
magazine that publisher expects to sell (a publisher must refund the
advertiser if the numbers are not met)
Circulation Audit for Magazines - ANSWERThorough analysis of circulation
procedures, distribution outlets, and other distribution factors
,Types of Magazines - ANSWERNational, regional, local and city magazines
Audit Bureau of Circulations (ABC) - ANSWERVerifies circulation and other
marketing data on magazines for the benefit of its members
Primary Circulation - ANSWERNumber of people who receive a publication
through direct purchase or subscription
Paid Circulation - ANSWERTotal number of copies of an average issue sold
through subscriptions and newsstand sales
Secondary (pass-along) Readership - ANSWERNumber of people who read a
magazine in addition to the primary purchasers
Cover Date - ANSWERThe date printed on the cover of a publication
On-Sale Date - ANSWERThe date a publication is actually issued
Closing Date - ANSWERA publication's final deadline for supplying printing
material for an advertisement
Cost Per Thousand (CPM) - ANSWERCost of reaching 1,000 people in a
medium's audience (used to compare the cost of various media vehicles)
Page Rate / (Circulation / 1,000) = CMP
Frequency Discounts - ANSWERAdvertisers earn this by running advertising
repeatedly in a specific time period
Volume Discounts - ANSWERDiscounts given to advertisers for purchasing
print space or broadcast time in bulk quantities (charged for special features
and rates differ for geographic or demographic issues)
Advantages of Newspaper - ANSWERMass (local) medium, timeliness,
creative flexibility, geographic selectivity, credible, reasonable cost
Disadvantages of Newpapers - ANSWERShort life span, clutter, lack of control,
lack of selectivity, low production quality
Categorization of Newspapers - ANSWERBy frequency of delivery, physical
size, type of audience, and others like shoppers and Sunday supplement
, Advertorial - ANSWERLooks like editorial content, but flagged as advertising
Cooperative (co-op) Advertising - ANSWERSharing of advertising costs by the
manufacturer and the distributor or retailer
Classified Advertising - ANSWERNewspapers, magazines, and now internet
advertisements usually arranged under subheads that describe the class of
goods or the need the ad seeks to satisfy. Rates are based on the number of
lines that ad occupies. Most employment, housing, and automotive
advertising is in the form of classified advertising
Preprinted Inserts - ANSWERNewspaper advertisements printed in advance
by the advertiser and then delivered to the newspaper plant to be inserted
into a specific edition. Preprints are inserted into the fold of the newspaper
and look like a separate, smaller section of the paper
Rate Card - ANSWERLists advertising rates, mechanical and copy
requirements, deadlines, and other information that an advertiser should
know before placing an order
National Rate - ANSWERHigher rate charged owing to the added costs of
serving national advertisers
Flat Rates - ANSWERStandard rate with no discount allowance for large or
repeated space buys
Open Rate - ANSWERHighest rate for a one-time insertion into a newspaper
Contract Rates - ANSWERSpecial rate offered to local advertisers who sign an
annual contract for frequent or bulk-space purchases
Earned Rates - ANSWERDiscount applied retroactively as the volume of
advertising increases throughout the year
Short Rate - ANSWERCharged to advertisers who, during the year, fail to fulfill
the amount of space for which they have contracted
Combination Rates - ANSWERSpecial newspaper advertising rates offered for
placing a given ad in 1) morning and evening editions of the same newspaper,
