Study Guide - Download the original attachment 1 What is...

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Download the original attachment 1. What is the one rule of thumb for advertising and newspapers? news room and advertising departments must be independent from each other 2. How does a paper make its money and pay its employees? advertising 3. What is the biggest department at the paper? advertising 4. Define “marketplaces” are areas where a consumer is driven an din turn advertisers want to advertise in this space because of high exposure 5. What are the three sales division of a newspaper according to Ryan? retail reps, classified reps, other sales reps 6. What do sales reps do before they meet with a business? they tailor a package to the business that wants the advertising 7. What does a newspaper contract set up? how many times the ad will run 8. What does a “follow-up” include? preparing a lay out and sending billing info to accounting department 9. What is the next step after the follow-up? give layout to the graphic designer for tweaking 10. According to Ryan what are the entry level and successful sales rep salaries?
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entry level=$18,000, sales rep=$70-75,000 11. What is the difference between an agency and the Athens Banner Herald? agency represents a lot of products and companies and ABH only represents themselves 12. What does John Peasley do? he sells advertising in the SE for Men’s Health Magazine 13. Who said “advertising’s first mission .... is to sell” David Ogilvy 14. What are the strengths of magazine adv.? Personal bond with readers, provide greater opportunities for building brand loyalties, and are “paid media” 15. Briefly describe the advertising process according to Peasley. Agencies provide advertiser w/ their recommendations on how to advertise their brand. Account team works meets with the advertiser to strategize and helps them determine a campaign. 16. Who does the Account team work closely with? Copy writers and creative team 17. Who are the media and buying teams? people who take the concept and strategies and put them together 18. What are RFPs and what do they consist of? Requests for proposals: description of the target audience and rates 19. How much does one page in Men’s Health cost? How about a spread?
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$158,700, double that 20. What info do advertisers use to determine rates? frequency, history, inside info, and synergy 21. What is synergy? does the brand/product go with the magazine 22. What is positioning and who determines it? Where in the magazine the ad ends up determined by management 23. What are 3 popular places advertisers wish to place their ads? back cover, premium front of book page, next to relevant editorial 24. What are some examples of magazine add-ons? special invitations to public relations events, bonus pages, samplings, or access to names on a database 25. Who are the biggest advertising clients of Men’s Health in the NE?
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