Question 1

Which of the following statements about outdoor advertising is true?

Accepted Answer

A)   By far, the biggest outdoor advertisers are snack food manufacturers.
B)   Outdoor advertising can be used as a directional medium for motorists.
C)   The company that owns the outdoor structures used for advertising is called an outdoor communications specialist.
D)   Outdoor advertising is not used in any other country except the U.S.
E)   In an IMC program, outdoor reinforces the advertiser's core message with high frequency at a very high cost.F) B) and E)
G) A) and B)

Question 2

Which of the following statements about transit advertising is true?

Accepted Answer

A)   Transit advertising is not useful for national marketers.
B)   Most advertising practitioners do not consider transit advertising a major advertising medium.
C)   Local advertisers typically do not use transit advertising because of its costs.
D)   It is impossible to gauge the reach or frequency of transit advertising.
E)   Transit advertising is ineffective when used in conjunction with outdoor posters and bulletins.F) A) and E)
G) B) and C)

Question 3

Competitive pressure,environmental concerns,and changes in legislation can be reasons to change a package.

Accepted Answer

A) True 
 B)False

Question 4

Variations of painted bulletins include those with electronic time and temperature units called digital displays.

Accepted Answer

A) True 
 B)False

Question 5

When Megan attended the movies last night,she saw a commercial for Friedman's Furniture store as she sat waiting for the movie to begin.This commercial was an example of:

Accepted Answer

A)   cinema advertising.
B)   product placement.
C)   advertising integration.
D)   ad pretesting.
E)   regency advertising.F) B) and C)
G) A) and E)

Question 6

According to the text,where traffic is heavy and visibility is good,effective advertisers find that certain outdoor advertising structures work best.What are these structures called?

Accepted Answer

Where traffic is heavy and vis...

Question 7

In some cities,advertisers gain complete domination by buying the total bus-all the inside space on a group of buses.

Accepted Answer

A) True 
 B)False

Question 8

List four reasons why an advertiser may decide that transit advertising was not a cost-effective method to reach its target audience.

Accepted Answer

The disadvantages of transit a...

Question 9

A _____ is an eight-sheet poster that offers a panel surface of 6 by 12 feet.

Accepted Answer

A)   junior panel
B)   pint-sized bulletin
C)   thumbnail
D)   baby bulletin
E)   subordinate panelF) A) and D)
G) A) and C)

Question 10

_____ is a cross between traditional billboards and transit advertising.

Accepted Answer

A)   Ad-placement advertising
B)   The mobile billboard
C)   The full-showing panel
D)   Variable-site advertising
E)   On-board advertisingF) C) and E)
G) None of the above

Question 11

How does an advertising specialty differ from a premium?

Accepted Answer

A)   Premium is typically more valuable than an advertising specialty and usually bears no advertising message; consumers typically have to do something to get a premium.
B)   Premiums are always emblazoned with the name of the company that gave them away; specialties are not.
C)   Advertising specialties are typically more expensive than premiums.
D)   Premiums are always free; advertising specialties are not.
E)   Advertising specialties are promotional items; premiums are not.F) D) and E)
G) B) and C)

Question 12

A(n) _____ is a promotional product,usually imprinted with an advertiser's name,message,or logo,that is distributed free as part of a marketing communications program.

Accepted Answer

A)   loyalty premium
B)   long-term advertising message
C)   continuity promotion
D)   advertising specialty
E)   take one premiumF) A) and B)
G) B) and E)

Question 13

_____ are jumbo,full-color transparencies backlighted by fluorescent tubes and running the length of the bus.

Accepted Answer

A)   Backlighted posters
B)   Mobile bulletins
C)   Bus-o-rama signs
D)   Transit spectaculars
E)   Mobile outside postersF) D) and E)
G) A) and C)

Question 14

Standardized outdoor advertising uses scientifically located structures to deliver an advertiser's message to markets around the world.

Accepted Answer

A) True 
 B)False

Question 15

Why are changes to package design often made gradually over time?

Accepted Answer

Designers often chan...

Question 16

When designing a package,designers must consider three factors.What are these factors?

Accepted Answer

Designers consider three facto...

Question 17

The owner of Second Sighting,a consignment clothing store,wants to buy a full showing when she purchases transit advertising for the store.This means the store owner:

Accepted Answer

A)   wants to reach the store's entire target market.
B)   wants a guarantee that the transit system reaches every section of the community.
C)   does not want to pay a discounted rate.
D)   does not want its cards placed where some riders of the bus will not be able to see them.
E)   wants one card placed in every vehicle operated by the transit system.F) A) and C)
G) B) and C)

Question 18

List the ways that packaging benefits marketers.

Accepted Answer

Packaging serves mar...

Question 19

The appearance of Packet8 videophones on Sci Fi Channel's Stargate SG-1 and Stargate Atlantis is an example of product placement.

Accepted Answer

A) True 
 B)False

Question 20

A food company sells frankfurters from its 20 stores in the greater Savannah area.The advertising manager of the organization has decided to contract with a local advertising firm to have its ads placed on bus benches around the city.What is the proper name for this form of advertising?

Accepted Answer

A)   Mobile advertising
B)   Mini-panel advertising
C)   Geographic advertising
D)   Transit shelter advertising
E)   Exhibition advertisingF) B) and C)
G) A) and E)

Exam 16: Using Out-Of-Home, Exhibitive, and Supplementary Media

How does an advertising specialty differ from a premium?

Correct AnswerverifiedShow Answer

The appearance of Packet8 videophones on Sci Fi Channel's Stargate SG-1 and Stargate Atlantis is an example of product placement.

Correct AnswerverifiedShow Answer

Which of the following statements about outdoor advertising is true?

Correct AnswerverifiedShow Answer

List four reasons why an advertiser may decide that transit advertising was not a cost-effective method to reach its target audience.

Correct AnswerverifiedThe disadvantages of transit a...View AnswerShow Answer

Which of the following statements about transit advertising is true?

Correct AnswerverifiedShow Answer

Standardized outdoor advertising uses scientifically located structures to deliver an advertiser's message to markets around the world.

Correct AnswerverifiedShow Answer

_____ are jumbo,full-color transparencies backlighted by fluorescent tubes and running the length of the bus.

Correct AnswerverifiedShow Answer

Competitive pressure,environmental concerns,and changes in legislation can be reasons to change a package.

Correct AnswerverifiedShow Answer

List the ways that packaging benefits marketers.

Correct AnswerverifiedPackaging serves mar...View AnswerShow Answer

In some cities,advertisers gain complete domination by buying the total bus-all the inside space on a group of buses.

Correct AnswerverifiedShow Answer

A _____ is an eight-sheet poster that offers a panel surface of 6 by 12 feet.

Correct AnswerverifiedShow Answer

According to the text,where traffic is heavy and visibility is good,effective advertisers find that certain outdoor advertising structures work best.What are these structures called?

Correct AnswerverifiedWhere traffic is heavy and vis...View AnswerShow Answer

A(n) _____ is a promotional product,usually imprinted with an advertiser's name,message,or logo,that is distributed free as part of a marketing communications program.

Correct AnswerverifiedShow Answer

_____ is a cross between traditional billboards and transit advertising.

Correct AnswerverifiedShow Answer

When designing a package,designers must consider three factors.What are these factors?

Correct AnswerverifiedDesigners consider three facto...View AnswerShow Answer

When Megan attended the movies last night,she saw a commercial for Friedman's Furniture store as she sat waiting for the movie to begin.This commercial was an example of:

Correct AnswerverifiedShow Answer

Variations of painted bulletins include those with electronic time and temperature units called digital displays.

Correct AnswerverifiedShow Answer

The owner of Second Sighting,a consignment clothing store,wants to buy a full showing when she purchases transit advertising for the store.This means the store owner:

Correct AnswerverifiedShow Answer

A food company sells frankfurters from its 20 stores in the greater Savannah area.The advertising manager of the organization has decided to contract with a local advertising firm to have its ads placed on bus benches around the city.What is the proper name for this form of advertising?

Correct AnswerverifiedShow Answer

Why are changes to package design often made gradually over time?

Correct AnswerverifiedDesigners often chan...View AnswerShow Answer

Correct Answer
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The disadvantages of transit a...
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Packaging serves mar...
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Where traffic is heavy and vis...
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Designers consider three facto...
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Designers often chan...
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