Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
23 Cards in this Set
- Front
- Back
|
Selectivity |
The ability of a medium to reach a specific target audience |
|
|
Gatefolds |
An oversize magazine page or cover that is extended and folded over to fit into the publication. __________ are used to extend the size of a magazine advertisement and are always sold at a premium. |
|
|
Bleed pages |
Magazine advertisements where the printed area extends to the edge of the page, eliminating any white margin or border around the ad. |
|
|
Split runs |
Two or more versions of a print ad are printed in alternative copies of a particular issue of a magazine |
|
|
Selective binding |
A computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence |
|
|
Ink-jet imaging |
A printing process where a message is reproduced by projecting ink onto paper rather than mechanical plates. __________ is being offered by many magazines to allow advertisers to personalize their messages. |
|
|
Controlled-circulation basis |
Distribution of a publication free to individuals a publisher believes are of importance and responsible for making purchase decisions o are prescreened for qualification on some other basis. |
|
|
Pass-along readership |
The audience that results when the primary subscriber or purchaser of a magazine gives the publication to another person to read, or when the magazine is read in places such as waiting rooms in doctors' offices |
|
|
Total audience/readership |
A combination of the total number of primary and pass-along readers multiplied by then circulation of an average issue of a magazine. |
|
|
Magazine networks |
A group of magazines owned by one publisher or assembled by an independent network that offers advertisers the opportunity to buy space in a variety of publications through a package deal |
|
|
Display advertising |
Advertising in newspapers and magazines that uses illustrations, photos, headlines, and other visual elements in addition to copy text |
|
|
Classified advertising |
Advertising that runs in newspapers and magazine that generally contains text only and is arranged under subheadings according to the product, service,or offering. Employment, real estate, and automotive ads are the major forms of ________. |
|
|
Preprinted inserts |
Advertising distributed through newspapers that is not part of the newspaper itself, but is printed by the advertiser and then taken to the newspaper to be inserted. |
|
|
City zone |
A category used for newspaper circulation figures that refers to a market area composed of the city where the paper is published and contiguous areas similar in character to the city |
|
|
Retail trading zone |
The market outside the city zone whose residents regularly trade with merchants within the city zone |
|
|
General advertising rates |
Rates charged by newspapers to display advertisers outside the paper's designated market areas and to any classification deemed b the publisher to be general in nature |
|
|
Retail or local advertising rates |
Rates newspapers charge to advertisers that conduct business or sell goods and services within the paper's designated market area |
|
|
Standard advertising units (SAUs) |
A standard developed in the newspaper industry to make newspaper purchasing rates more comparable to theory media that sell space and time in standard unites |
|
|
Flat rates |
A standard newspaper advertising rate where no discounts are offered for large-quantity or repeated space buys |
|
|
Open-rate structure |
A rate charged by newspapers in which discounts are available based on frequency or bulk purchases of space |
|
|
Run of paper (ROP) |
A rate quoted by newspapers that allows the ad to appear on any page or in any position desired by the medium |
|
|
Preferred position rate |
A rate charged by newspapers that ensures the advertiser the ad will appear in the position required and/or in a specific section of the newspaper |
|
|
Combination rates |
A special space rate or discount offered for advertising in two or more periodicals. _____ are often offered by publishers who won both morning and evening editions of a newspaper in the same market |
