Newspapers And Magazines Quiz Questions

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  • 1/47 Questions

    FSI, or free standing inserts, are mediums of advertising inserted into newspapers and magazines

    • True
    • False
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About This Quiz

Explore the structure and regulation of TV and media markets with this focused quiz. Assess your understanding of market areas, regulatory bodies, and geographic media zones. Ideal for learners interested in media studies and communication.

Newspapers And Magazines Quiz Questions - Quiz

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  • 2. 

    Effective reach refers to the number of individuals or homes reached by a media schedule at a given level of frequency

    • True

    • False

    Correct Answer
    A. True
    Explanation
    Effective reach refers to the number of individuals or homes that are reached by a media schedule. It measures the extent to which a message or advertisement is able to reach its intended audience. This metric takes into account both the number of people reached and the frequency at which they are exposed to the message. Therefore, the statement that effective reach refers to the number of individuals or homes reached by a media schedule at a given level of frequency is true.

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  • 3. 

    Exposure, a person's physical contact with an advertising message, can be visual and/or audio

    • True

    • False

    Correct Answer
    A. True
    Explanation
    Exposure refers to a person's physical contact with an advertising message, which can be either visual or audio. This means that individuals can come across advertisements through various mediums such as billboards, television commercials, radio ads, or even online banners. Therefore, the statement "Exposure, a person's physical contact with an advertising message, can be visual and/or audio" is true.

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  • 4. 

    In SWOT analysis, Strengths and Weaknesses are external. Opportunities and Threats are internal. 

    • True

    • False

    Correct Answer
    A. False
    Explanation
    SW = internal, OT = external

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  • 5. 

    A company should maximize reach in their media plan if...

    • They're introducing a new product

    • There is little established competition in the market

    • It's a high involvement product

    • If the goods and services are higher priced

    • All the above

    Correct Answer
    A. All the above
    Explanation
    The company should maximize reach in their media plan if they are introducing a new product, there is little established competition in the market, it's a high involvement product, and if the goods and services are higher priced. This is because when introducing a new product, it is important to reach as many potential customers as possible to create awareness and generate interest. Having little competition in the market allows the company to capture a larger share of the target audience. High involvement products require more information and persuasion, so reaching a wider audience can help in convincing them to make a purchase. Lastly, if the goods and services are higher priced, reaching a larger audience can help in justifying the higher cost and attracting customers who are willing to pay more for quality.

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  • 6. 

    Designated Market Area is an unduplicated television area to which a country is assigned on the basis of highest share of viewing

    • True

    • False

    Correct Answer
    A. True
    Explanation
    Designated Market Area (DMA) is a term used in the television industry to define a specific geographic area where television stations hold a dominant share of the viewing audience. It is a region that is assigned to a country based on the highest percentage of viewership. This means that within a DMA, there is no overlap or duplication of television coverage, ensuring that each station has a specific audience. Therefore, the statement that Designated Market Area is an unduplicated television area to which a country is assigned on the basis of the highest share of viewing is true.

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  • 7. 

    MSA is a census area around a central metropolitan area, as designated by the government. MSA stands for...

    • Market Standard Area

    • Metropolitan Selection Area

    • Metropolitan Statistical Area

    • Market Share Area

    Correct Answer
    A. Metropolitan Statistical Area
    Explanation
    MSA stands for Metropolitan Statistical Area. This term refers to a census area around a central metropolitan area, as designated by the government. It is used to define regions that have a high degree of social and economic integration with the central city. The Metropolitan Statistical Area is an important concept in demographic and economic analysis as it helps in understanding the dynamics and characteristics of urban areas and their surrounding regions.

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  • 8. 

    The period in flighting schedules when there is no advertising is referred to as a ...

    • Break

    • Interval

    • Hiatus

    • Gap

    Correct Answer
    A. Hiatus
    Explanation
    The period in flighting schedules when there is no advertising is referred to as a hiatus. Hiatus means a pause or a gap in a sequence or activity. During this period, there is a temporary break or interruption in the advertising campaign, where no advertisements are being aired or displayed.

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  • 9. 

    Continuous schedule uses advertising methods at all times throughout the year, only varying slightly or not at all

    • True

    • False

    Correct Answer
    A. True
    Explanation
    Continuous schedule refers to a marketing strategy where advertising methods are consistently employed throughout the year, with minimal or no variation. This approach ensures a constant presence in the market, allowing the brand to maintain visibility and reach its target audience consistently. By utilizing a continuous schedule, companies can build brand awareness, reinforce messaging, and sustain customer engagement over an extended period. This contrasts with other scheduling methods that may involve intermittent or seasonal advertising campaigns.

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  • 10. 

    The penalty in short rate refers to the difference in the rate between the contracted rate and the actual earned rate

    • True

    • False

    Correct Answer
    A. True
    Explanation
    The penalty in the short rate refers to the difference between the contracted rate and the actual earned rate. This means that if the actual earned rate is lower than the contracted rate, a penalty will be imposed to make up for the difference. Therefore, the statement is true.

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  • 11. 

    Frequency is the number of times individuals or homes are exposed to an advertising message

    • True

    • False

    Correct Answer
    A. True
    Explanation
    The explanation for the given correct answer is that frequency refers to the number of times individuals or homes are exposed to an advertising message. In other words, it measures how often the target audience encounters the advertisement. Therefore, the statement "Frequency is the number of times individuals or homes are exposed to an advertising message" is true.

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  • 12. 

    Run-of-press refers to a request to run an advertisement anywhere in the publication and is used in

    • Magazines

    • Newspapers

    • Brochures

    • None of the above

    Correct Answer
    A. Newspapers
    Explanation
    Run-of-press refers to a type of advertising request where the advertisement can be placed anywhere within a publication. This term is commonly used in newspapers, where advertisers may request their ads to be placed in any available space throughout the publication. It is not used in magazines or brochures, making the correct answer "Newspapers".

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  • 13. 

    High dispersion indicates the use of many different programs/magazines

    • True

    • False

    Correct Answer
    A. True
    Explanation
    High dispersion refers to the use of many different programs or magazines. This means that a wide variety of programs or magazines are being used, indicating a diverse range of sources or content. Therefore, the statement "High dispersion indicates the use of many different programs/magazines" is true.

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  • 14. 

    E-mail advertising is starting to die because it's more intrusive than people expected.

    • True

    • False

    Correct Answer
    A. True
    Explanation
    The statement suggests that e-mail advertising is becoming less effective because it is more intrusive than what people originally anticipated. This implies that recipients may find these advertisements annoying or invasive, leading to a decline in their effectiveness. Therefore, the answer "True" aligns with the given explanation.

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  • 15. 

    Search advertising is a new way of online interactive advertisements that appear on the sidebar of search engines to appeal to targets based off their key search words

    • True

    • False

    Correct Answer
    A. True
    Explanation
    Search advertising is indeed a new way of online interactive advertisements that appear on the sidebar of search engines. These ads are specifically designed to target users based on their key search words, making them more relevant and appealing to the users.

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  • 16. 

    The fact that years ago we watched either NBC or CBS and now have thousands of options, is known as...

    • Audience dispersing

    • Selective options

    • Audience fragmentation

    • None of the above

    Correct Answer
    A. Audience fragmentation
    Explanation
    Audience fragmentation refers to the phenomenon where the audience is divided into smaller, more specialized groups due to the increase in media options available. In the past, people had limited choices and mainly watched NBC or CBS. However, with the advent of new technologies and platforms, there are now thousands of options for entertainment, resulting in the fragmentation of the audience. This means that people are no longer concentrated on a few major networks but are dispersed across various channels and platforms, leading to a more diverse and fragmented audience.

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  • 17. 

    CPM refers to cost per million

    • True

    • False

    Correct Answer
    A. False
    Explanation
    CPM = cost per thousand

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  • 18. 

    Integrated Market Communications (IMC) is important because we all like consistency in our life

    • True

    • False

    Correct Answer
    A. True
    Explanation
    Integrated Marketing Communications (IMC) is important because it ensures that all marketing and promotional activities are aligned and consistent across different channels. This consistency helps to build a strong brand image and message in the minds of consumers. When consumers encounter consistent messaging and branding across various touchpoints, it creates a sense of trust and reliability. This, in turn, can lead to increased brand loyalty and customer engagement. Therefore, the statement "Integrated Market Communications (IMC) is important because we all like consistency in our life" is true.

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  • 19. 

    Sales promotions have a negative connotation as they make products appear cheap and inexpensive, and could ultimately cost the reputation of the brand. 

    • True

    • False

    Correct Answer
    A. True
    Explanation
    Sales promotions can indeed have a negative connotation because they often involve offering discounts or deals that make products appear cheap or inexpensive. This perception can potentially harm the reputation of the brand because it may give the impression that the product is of lower quality or that the brand is desperate to sell. Therefore, it is true that sales promotions can have a negative impact on the brand's reputation.

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  • 20. 

    Which of the following is true about integrated market communication, or IMC

    • Refers to the integration or coordination of all different market communication

    • Is when people learn about the brand then try brand for product to become a repeat user

    • It comprises design, media choices, and communicates sales points

    • A and C only

    • All the above are true

    Correct Answer
    A. All the above are true
    Explanation
    Integrated Marketing Communication (IMC) refers to the integration or coordination of all different market communication efforts to ensure a consistent and unified message is being delivered to the target audience. This includes various elements such as advertising, public relations, sales promotion, direct marketing, and personal selling. IMC also involves the design of communication materials, the selection of appropriate media channels, and the effective communication of sales points to the consumers. Therefore, all the statements mentioned in options A and C are true about IMC.

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  • 21. 

    In media markets, people receive very different media vehicles

    • True

    • False

    Correct Answer
    A. False
    Explanation
    people recive very similar or the same media vehicles in media markets

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  • 22. 

    Selective binding only goes out to news stands, not subscribers

    • True

    • False

    Correct Answer
    A. False
    Explanation
    Go out to subscribers, not news stands

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  • 23. 

    Advertising or displaying a counter card at a retail outlet is an example of...

    • Point of Purchase Display

    • Cross Platform Deals

    • Up-Fton Buying

    • Consumer Promotions

    Correct Answer
    A. Point of Purchase Display
    Explanation
    A point of purchase display refers to advertising or displaying a product or promotional material at a retail outlet, typically near the checkout counter or in high-traffic areas. It is designed to attract customers' attention and encourage impulse purchases. In this case, advertising or displaying a counter card at a retail outlet fits the description of a point of purchase display.

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  • 24. 

    Which of the following are true regarding Behavior Scans?

    • Use a household panel in discrete designated marketing areas (DMAs)

    • Measure impact of advertising and actual product sales movement of the test brand

    • Respondents use a want to scan their groceries and drug purchases

    • All of the above are true

    Correct Answer
    A. All of the above are true
    Explanation
    Behavior Scans use a household panel in discrete designated marketing areas (DMAs) to measure the impact of advertising and actual product sales movement of the test brand. Respondents use a wand to scan their groceries and drug purchases. Therefore, all of the statements mentioned in the options are true.

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  • 25. 

    Ratings are the precentage of individuals (or home) exposed to a particular TV or radio program

    • True

    • False

    Correct Answer
    A. True
    Explanation
    The statement is true because ratings are indeed a measure of the percentage of individuals or households that have been exposed to a specific TV or radio program. Ratings are used to determine the popularity and reach of a program, and they are crucial for advertisers and broadcasters in making decisions about programming and advertising rates.

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  • 26. 

    Makegoods refer to broadcast media only.

    • True

    • False

    Correct Answer
    A. False
    Explanation
    Makegoods are used in broadcast media and print media, with different meanings. Broadcast makegood is a commercial position given in compensation if the network or station messed up. Print makegood is a free repeat of advertisement for the publications error of original insertion.

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  • 27. 

    Advertising "wear out" means the spot has a few more runs in it's life span

    • True

    • False

    Correct Answer
    A. False
    Explanation
    Wear out means it's no longer effective

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  • 28. 

    Regarding dot gain, newspapers are high and magazines are low

    • True

    • False

    Correct Answer
    A. True
    Explanation
    Dot gain refers to the increase in the size of printed dots compared to the original size on the printing plate. Newspapers typically have a higher dot gain compared to magazines. This is because newspapers are printed on lower quality paper with higher absorption, causing the ink to spread and the dots to appear larger. On the other hand, magazines are printed on higher quality paper with lower absorption, resulting in less dot gain and sharper images. Therefore, the statement that newspapers have high dot gain and magazines have low dot gain is true.

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  • 29. 

    A brand should maximize frequency in their media plan in all of the following situations EXCEPT

    • The brand is well established or well known

    • High involvement purchase decision

    • Lower market share

    • Complex advertising message

    Correct Answer
    A. High involvement purchase decision
    Explanation
    In high involvement purchase decisions, consumers tend to put more time and effort into researching and evaluating their options. Therefore, it is important for a brand to have a higher frequency in their media plan to ensure that their message is effectively communicated and retained by the consumers. This will help the brand to stay top of mind and increase the chances of influencing the purchase decision. In all other situations mentioned (well established or well known brand, lower market share, complex advertising message), maximizing frequency in the media plan would still be beneficial for the brand.

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  • 30. 

    IMC breadth and depth includes every relationship from product to consumer, from consumer to research.

    • True

    • False

    Correct Answer
    A. True
    Explanation
    The statement is true because IMC (Integrated Marketing Communications) aims to create a seamless and consistent message across all marketing channels. This means that it covers every aspect of the relationship between the product and the consumer, as well as the consumer's relationship with research. By integrating all these elements, IMC ensures that the marketing message is cohesive and effective in reaching the target audience.

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  • 31. 

    (Blank) is regulated by the FCC to ensure that there are no big monopolies 

    • Designated Market Area

    • TV Market Area

    • Media Market

    • Retail Trading Zone

    Correct Answer
    A. TV Market Area
    Explanation
    TV Market Area is regulated by the FCC to ensure that there are no big monopolies. The FCC, or Federal Communications Commission, is responsible for regulating and overseeing the communications industry in the United States. This includes television broadcasting and ensuring fair competition in the market. By regulating TV Market Areas, the FCC aims to prevent any single entity from obtaining excessive control over the market, thus promoting diversity and competition in the television industry.

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  • 32. 

    The geographic area in which the publisher believes the newspaper has its greatest strength is known as the acronym...

    • FSI

    • CDI

    • TRP

    • NDM

    Correct Answer
    A. NDM
    Explanation
    The acronym NDM stands for "Newspaper Designated Market." This refers to the geographic area where a newspaper believes it has the strongest presence and circulation. This term is commonly used in the newspaper industry to identify the specific region or market where a newspaper is most influential and has the highest readership.

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  • 33. 

    Palpitating is a flighting technique that calls for a continuous base of support augmented by intermittent burst of heavy pressure

    • True

    • False

    Correct Answer
    A. False
    Explanation
    That technique is called Pulsing

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  • 34. 

    Purchasing announcements in broadcast in many different groups is...

    • Spot buying

    • Target buying

    • Media buying

    • Scatter buying

    Correct Answer
    A. Scatter buying
    Explanation
    Scatter buying refers to the practice of purchasing advertising space or time across multiple media outlets and target audiences without a specific plan or strategy. It involves buying ad placements in various groups or segments without a focused approach. This approach is often used when advertisers want to reach a broad range of viewers or listeners without targeting a specific demographic or market segment.

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  • 35. 

    Circulation refers to...

    • The number of print media copies sold or distributed by a publication

    • The number of homes owning a set within a stations's broadcast coverage area

    • The number of people passing an outdoor advertisement who have an opportunity to view it

    • All the above are terms of circulation

    Correct Answer
    A. All the above are terms of circulation
    Explanation
    The term "circulation" can refer to multiple things depending on the context. In the case of print media, it represents the number of copies sold or distributed by a publication. For broadcasting, it signifies the number of homes that own a television set within the coverage area of a station. Additionally, in the context of outdoor advertising, circulation refers to the number of people passing by an advertisement who have the opportunity to view it. Therefore, all the options mentioned in the question are valid definitions of circulation.

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  • 36. 

    WOM stands for Word of Mouth, a type of viral marketing

    • True

    • False

    Correct Answer
    A. True
    Explanation
    WOM stands for Word of Mouth, which refers to the spread of information about a product, service, or brand through oral communication. It is considered a type of viral marketing because it relies on individuals sharing their experiences and recommendations with others, which can lead to the rapid spread of information and influence consumer behavior. Therefore, the statement that WOM is a type of viral marketing is true.

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  • 37. 

    Trade promotions are targeted towards the consumer

    • True

    • False

    Correct Answer
    A. False
    Explanation
    Trade promotions targeted towards the middle men, consumer promotions targeted towards the consumer

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  • 38. 

    Which of the following are FALSE regarding psychographics

    • Identify personality characteristics and attitudes that affect a person's lifestyle and purchasing behavior

    • Within the primary target market, can break down further into groups

    • There are no influences or opinion leaders, just segmented categories within the target

    • What they know about your product affects what medium you can use

    Correct Answer
    A. There are no influences or opinion leaders, just segmented categories within the target
    Explanation
    Psychographics involve identifying personality characteristics and attitudes that influence a person's lifestyle and purchasing behavior. They can be used to further segment the primary target market into specific groups. However, the statement that there are no influences or opinion leaders within psychographics is false. In fact, psychographics can help identify influential individuals or opinion leaders within the target market. Additionally, what individuals know about a product can impact the choice of medium for advertising or communication.

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  • 39. 

    Social media ethics refers to deleting posts on blogs or not following through with suggestions people make. 

    • True

    • False

    Correct Answer
    A. True
    Explanation
    Social media ethics refers to the principles and guidelines that govern the appropriate behavior and actions of individuals and organizations on social media platforms. It involves various aspects such as respecting privacy, being transparent, avoiding plagiarism, and engaging in honest and respectful communication. Deleting posts on blogs or not following through with suggestions people make can be considered unethical as it can violate principles of transparency, honesty, and respect. Therefore, the statement "True" is the correct answer as it accurately reflects the concept of social media ethics.

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  • 40. 

    City zone refers to a city border bounded by house city broder

    • True

    • False

    Correct Answer
    A. True
    Explanation
    The given statement is true. "City zone" refers to a specific area within a city that is demarcated or bounded by the city's borders or boundaries. This zone is typically defined by the local government or city planning authorities and may have specific regulations or characteristics that distinguish it from other parts of the city.

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  • 41. 

    Retail Target Zone is a geographic area around a central city

    • True

    • False

    Correct Answer
    A. False
    Explanation
    Retail Trading Zone is a geographic area around a central city

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  • 42. 

    Average frequency divides GRPs by the reach

    • True

    • False

    Correct Answer
    A. False
    Explanation
    Average frequency divides TRPs by the reach

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  • 43. 

    Short rate, the dollar penalty an advertiser pays for not fulfilling space requirements that were contracted for at the beginning of a given period, usually one per year, is used in

    • Print Media

    • Broadcast Media

    • Outdoor Media

    • Online or Digital Media

    Correct Answer
    A. Print Media
    Explanation
    Short rate, the dollar penalty an advertiser pays for not fulfilling space requirements that were contracted for at the beginning of a given period, usually one per year, is used in Print Media. This means that if an advertiser fails to meet the agreed-upon space requirements in print media, they will be charged a penalty fee. This penalty system is not typically used in other forms of media such as broadcast, outdoor, or online/digital media.

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  • 44. 

    (Blank) is te number of different individuals (or home) exposed to a media schedule within a given perod of time

    • Frequency

    • Exposure

    • Ratings

    • Reach

    Correct Answer
    A. Reach
    Explanation
    Reach is the number of different individuals or households exposed to a media schedule within a given period of time. It represents the total audience that has been reached by a particular media campaign or advertisement. Reach is important in measuring the effectiveness and reach of a media strategy, as it indicates the potential number of people who have been exposed to the message or content. It helps advertisers and marketers understand the extent of their audience reach and the potential impact of their media efforts.

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  • 45. 

    Outdoor showings refer to the (blank) within outdoor advertisements. The number of posters on different vehicles within transit media. 

    • Effective Frequency

    • Gross Rating Points

    • Effective Reach

    • Circulation

    Correct Answer
    A. Gross Rating Points
    Explanation
    Gross Rating Points (GRPs) refer to the total number of advertising impressions delivered by a specific media vehicle or campaign. In the context of outdoor showings, GRPs would represent the combined reach and frequency of outdoor advertisements displayed on various vehicles within transit media. This metric helps advertisers understand the overall impact and exposure of their outdoor advertising efforts.

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  • 46. 

    Which of the following are advantages of cross platform deals?

    • Gaining cost concessions

    • Free repeat of advertisements compensate for publication errors

    • Gain synergy among the properties

    • A & C only

    • All of the above

    Correct Answer
    A. A & C only
    Explanation
    Cross platform deals offer several advantages, including gaining cost concessions and gaining synergy among the properties. By entering into cross platform deals, companies can negotiate better pricing and discounts, resulting in cost savings. Additionally, by leveraging different platforms and properties, companies can create synergies and increase the overall effectiveness of their advertising campaigns. Therefore, the correct answer is A & C only.

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  • 47. 

    ABC is an organization formed by media, advertisrs, and advertising agencies to audit the circulation statements of its member magazines and newspapers. ABC stands for...

    • Audit Bureau Commision

    • Advertising Bureau Commision

    • Advertising Bureau Circulation

    • Audit Bureau Circulation

    Correct Answer
    A. Audit Bureau Circulation
    Explanation
    ABC, in this context, refers to the Audit Bureau Circulation. This organization is responsible for auditing the circulation statements of its member magazines and newspapers. The purpose of this auditing is to ensure transparency and accuracy in reporting the number of copies distributed or sold by these publications. The other options, Advertising Bureau Commission and Advertising Bureau Circulation, do not accurately represent the purpose and function of ABC in this scenario.

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  • May 22, 2025
    Quiz Edited by
    ProProfs Editorial Team
  • Dec 13, 2011
    Quiz Created by
    Mlomer1
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