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Side A ------ Side B
Which of the following statements helps to explain the popularity of
magazines as an advertising medium? ------ Magazines offer flexibility in both readership and advertising.
Which of the following statements explains why some advertisers
are reluctant to use magazines as an advertising medium? ------ Magazines cannot deliver high-frequency.
The reach of magazines... ------ is adversly affected by declining magazine circulations.
When the dark or colored background of an ad extends to the edge
of the printed page, it is said to be a(n): ------ bleed
An ad for Verizon wireless on the back cover of a Fast Company
magazine would be an example of a(n): ------ fourth cover
Which of the following are two types of ads placed in the middle of
magazine pages and surrounded by editorial matter? ------ junior units and island halves
A gatefold is a(n): ------ insert with pages that extend and fold over to fit into a
magazine
What are the three most common ways to categorize or classify
magazines? ------ content, geography, and size
Lumberman is a monthly publication targets businesses in the
sawmill industry. It is an example of a _____ magazine. ------ business
On what do magazines base their advertising rates? ------ circulation
Which of the following advantages does broadcast television provide
to its advertisers? ------ mass coverage 
One of the disadvantages that commonly plagues advertisers on
contemporary broadcast television is: ------ long lead times
As an advertising medium, one of broadcast television's greatest
disadvantages is: ------ high cost of production and air time
The primary advantages of cable TV as an advertising medium are: ------ its selectivity, low cost, and flexibility
One of the disadvantages that commonly plagues advertisers on
contemporary cable television is: ------ audience fragmentation 
_____ occurs when an advertiser underwrites the total cost of a
program. ------ sponsorship
When several advertisers buy 30- or 60-second segments within a
program, they are: ------ buying on a participation basis 
Why is most network TV advertising sold on a participating basis,? ------ This enables smaller advertisers to buy a limited amount of time and still have nationwide coverage.
Some advertisers avoid using network TV advertising because: ------ network advertising requires such a long lead-time
Spot announcements.... ------ run in clusters between programs
The first commercially available _____ that accommodated graphics
was Netscape Navigator. It was released in 1994. ------ web browser software
To access the Internet, computer users must first choose from two
types of communication systems. They are: ------ broadband and narrowband
_____ is a type of digital data transmission in which each wire
carries only one signal, or channel, at a time. ------ narrowband
Of the methods people use to access the Internet, which is the least
expensive? ------ narrowband via dial-up modem with Internet service provider
For homes or offices, there are essentially only two ways to
download broadband transmission. They are: ------ via cable modem and via DSL
A cable modem system: ------ is 10x faster than dial up 
The concept of _____ is based on the idea that people would rather
use the Internet for fun and entertainment, not business and would
rather receive it through their TV than a computer. ------ WebTv
According to the text, which of the following is NOT a type of Internet
advertising opportunity? ------ home pages 
What does the acronym HTML represent? ------ hypertext markup language 
What is the most basic form of Internet advertising? ------ banner ad

Side A ------ Side B
Which of the following statements helps to explain the popularity of
magazines as an advertising medium? ------ Magazines offer flexibility in both readership and advertising.
Which of the following statements explains why some advertisers
are reluctant to use magazines as an advertising medium? ------ Magazines cannot deliver high-frequency.
The reach of magazines... ------ is adversly affected by declining magazine circulations.
When the dark or colored background of an ad extends to the edge
of the printed page, it is said to be a(n): ------ bleed
An ad for Verizon wireless on the back cover of a Fast Company
magazine would be an example of a(n): ------ fourth cover
Which of the following are two types of ads placed in the middle of
magazine pages and surrounded by editorial matter? ------ junior units and island halves
A gatefold is a(n): ------ insert with pages that extend and fold over to fit into a
magazine
What are the three most common ways to categorize or classify
magazines? ------ content, geography, and size
Lumberman is a monthly publication targets businesses in the
sawmill industry. It is an example of a _____ magazine. ------ business
On what do magazines base their advertising rates? ------ circulation
Which of the following advantages does broadcast television provide
to its advertisers? ------ mass coverage 
One of the disadvantages that commonly plagues advertisers on
contemporary broadcast television is: ------ long lead times
As an advertising medium, one of broadcast television's greatest
disadvantages is: ------ high cost of production and air time
The primary advantages of cable TV as an advertising medium are: ------ its selectivity, low cost, and flexibility
One of the disadvantages that commonly plagues advertisers on
contemporary cable television is: ------ audience fragmentation 
_____ occurs when an advertiser underwrites the total cost of a
program. ------ sponsorship
When several advertisers buy 30- or 60-second segments within a
program, they are: ------ buying on a participation basis 
Why is most network TV advertising sold on a participating basis,? ------ This enables smaller advertisers to buy a limited amount of time and still have nationwide coverage.
Some advertisers avoid using network TV advertising because: ------ network advertising requires such a long lead-time
Spot announcements.... ------ run in clusters between programs
The first commercially available _____ that accommodated graphics
was Netscape Navigator. It was released in 1994. ------ web browser software
To access the Internet, computer users must first choose from two
types of communication systems. They are: ------ broadband and narrowband
_____ is a type of digital data transmission in which each wire
carries only one signal, or channel, at a time. ------ narrowband
Of the methods people use to access the Internet, which is the least
expensive? ------ narrowband via dial-up modem with Internet service provider
For homes or offices, there are essentially only two ways to
download broadband transmission. They are: ------ via cable modem and via DSL
A cable modem system: ------ is 10x faster than dial up 
The concept of _____ is based on the idea that people would rather
use the Internet for fun and entertainment, not business and would
rather receive it through their TV than a computer. ------ WebTv
According to the text, which of the following is NOT a type of Internet
advertising opportunity? ------ home pages 
What does the acronym HTML represent? ------ hypertext markup language 
What is the most basic form of Internet advertising? ------ banner ad