Worksheetschap 9. mass media
Total questions: 37
Worksheet time: 12mins
Name
Class
Date
1.
The chief executive of a magazine, who is in charge of its financial health, is also known by what title?
a)
CEO
b)
Business Manager
c)
Publisher
d)
Advertising sales director
2.
Magazines adapted to the introduction of television by specializing in target audiences.
a)
True
b)
false
c)
.
d)
.
3.
Magazines receive financial support from (a)
4.
The expansion of magazines in the 1830s was similar to the expansion of the Penny Press during the same time period.
a)
True
b)
false
c)
.
d)
.
5.
The opposite of controlled circulation is paid circulation.
a)
True
b)
false
c)
.
d)
.
6.
Which of the following is a magazine, whose production and mailing is supported NOT by charging the readers, but through advertising revenues?
a)
Complimentary circulation magazine
b)
Paid circulation magazine
c)
Gratis circulation magazine
d)
Controlled circulation magazine
7.
Magazines use media kits to entice _________
a)
free news coverage by electronic media
b)
the Audit Bureau of Circulation
c)
potential advertisers
d)
new subscribers who use the Internet
8.
At the start of the chapter, who said the following: "Most women's magazines simply try to mold women in bigger and better consumers."
a)
Gloria Steinem
b)
Oprah Winfrey
c)
Condoleezza Rice
d)
Hillary Clinton
9.
Lightweight electronic tablets such as the iPad and Kindle _____________
a)
are primarily responsible for less newspaper and magazine readership
b)
may offer the industry opportunities to transform itself
c)
are heavily advertised but not consequential for the magazine industry
d)
have already replaced home computers
10.
In the magazine industry, the term publisher refers not to the company making the magazine, but to a person who works there.
a)
True
b)
false
c)
.
d)
.
11.
The first U.S. magazine to achieve a circulation of more than one million was _________
a)
Saturday Evening Post
b)
Munsey’s
c)
Harper’s Monthly
d)
Ladies’ Home Journal
12.
A majority of consumer publications are paid circulation magazines.
a)
True
b)
f
c)
.
d)
.
13.
The first magazines appeared in the United States in the year?
a)
1741
b)
1714
c)
1825
d)
1908
14.
Consumer magazines are aimed at manufacturers of specific consumer items.
a)
True
b)
f
c)
.
d)
.
15.
Media kits are used to bring new readers to magazines.
a)
True
b)
f
c)
.
d)
.
16.
Newsletters ___________
a)
typically include color photos and innovative graphics
b)
often center on specific areas of an industry
c)
all of these
d)
typically have low subscription rates
17.
Typically, magazines want to reach what they call __________, upper-middle-class or upper-class people with substantial disposable income.
a)
Wealthy readers
b)
Upscale readers
c)
Elite readers
d)
Special readers
18.
Literary reviews and academic journals often have the clout that exceeds their small circulation.
a)
True
b)
f
c)
.
d)
.
19.
In general, single-copy sales of consumer magazines ___________
a)
are declining
b)
are remaining steady
c)
are increasing
d)
have never been an important method of distribution
20.
Which of the following is not one of the 5 major types of magazines?
a)
sports
b)
literary reviews and academic journals
c)
newsletters
d)
comic books
21.
In order to set an efficient price for advertising, magazine publishers must keep a close watch on _______
a)
titles
b)
cost per thousand
c)
layout
d)
cover-lines
22.
According to Table 9.1, which magazine obtained the highest circulation in 2015?
a)
Sports Illustrated
b)
People Magazine
c)
Better Homes and Gardens
d)
Good Housekeeping
23.
Articles written by college and university professors are most like to appear in which kind of magazine?
a)
Literary review
b)
Academic journal
c)
Consumer
d)
Trade
24.
Standard Rate and Data Service (SRDS) collects and sells information __________
a)
about advertising rates
b)
that include the editorial profiles of trade magazines
c)
about magazine audiences
d)
all of these
25.
The United States Postal Service (USPS) has raised rates for magazines that send out __________
a)
none of the above
b)
both of the above
c)
a few copies
d)
many copies
26.
Magazine productions have all of the following goals except __________
a)
Providing the audience and environment at an efficient price
b)
Keeping the audience engaged with just the print form of the magazine
c)
Providing an environment conducive to selling advertisers’ products
d)
Drawing attractive audiences
27.
Companies determine who receives controlled-circulation magazines, not their readers.
a)
True
b)
f
c)
.
d)
.
28.
A consumer magazine with a controlled circulation is called a _________
a)
Paid circulation magazine
b)
Controlled circulation magazine
c)
Custom magazine
d)
Trade magazine
29.
Even though facing immense pressure to gain more and more readers, magazines still work carefully to keep their editorial content and their advertising content separate.
a)
True
b)
f
c)
.
d)
.
30.
Technological innovation has given smaller publishing companies an equal chance to compete successfully with the larger magazine publishing companies.
a)
True
b)
f
c)
.
d)
.
31.
The word “magazine” is __________; it means storehouse.
a)
French
b)
English
c)
German
d)
Italian
32.
Magazines are using their brands to expand into other media and to sponsor events that potentially interest their audiences.
a)
true
b)
f
c)
.
d)
.
33.
From an advertising point of view, the best editorial content __________
a)
all of these
b)
tries to be very different from the tone of the products and services
c)
creates a conducive environment for the advertising
d)
is the kind that is completely separated from the advertising
34.
Medical Economics is an example of a ______________
a)
niche magazine
b)
controlled-circulation magazine
c)
forced-circulation magazine
d)
custom magazine
35.
InStyle and Men’s Health are examples of what kind of magazine?
a)
Academic journal
b)
Consumer
c)
Trade
d)
Literary review
36.
Magazines that have large circulations are able to target advertising at particular audience segments.
a)
true
b)
f
c)
.
d)
.
37.
In response to the development of the Internet, magazines have _____________
a)
all of these
b)
not considered the possibility that their audience might shift to Internet use
c)
avoided making their content available online at no cost
d)
used their online websites to promote subscriptions to their printed versions
100 %
