Question 1

_____ is the widely used form of outdoor advertising. It is sometimes called a standard billboard.

Accepted Answer

A)   A terminal poster
B)   A painted bulletin
C)   Poster board
D)   A 30-sheet poster panel
E)   A stock-poster panelF) A) and C)
G) B) and D)

Question 2

Which of the following best explains why an advertiser should use outdoor advertising?

Accepted Answer

A)   Outdoor advertising offers a low cost per exposure.
B)   Outdoor messages are influenced by their environment.
C)   Outdoor advertising involves minimal preparation and planning.
D)   The audience demographics for outdoor ads are easy to measure.
E)   Many locations are readily available for outdoor advertising because of low demand.F) B) and C)
G) A) and C)

Question 3

Snapper, a manufacturer of lawn care equipment, gathers customer data by enclosing an owner registration form inside every product manual. New product owners are encouraged to complete the form and return it to Snapper. Snapper compiles this information into its database, which is best known as a(n) :

Accepted Answer

A)   buyer directory.
B)   mail-response list.
C)   house list.
D)   inquiry file.
E)   compiled list.F) B) and C)
G) C) and D)

Question 4

Mailing lists can be tailored to reflect customer location, demographics, or psychographics.

Accepted Answer

A) True 
 B)False

Question 5

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) C) and E)
G) A) and B)

Question 6

Explain five disadvantages associated with outdoor advertising.

Accepted Answer

The various disadvantages of outdoor adv...

Question 7

The _____ is the legislation that controls outdoor advertising on U.S. interstate highways.

Accepted Answer

A)   Federal Trade Commission Act of 1934
B)   Federal Communications Controls Act of 1971
C)   Highway Beautification Act of 1965
D)   Warren/Magnuson Highway Act of 1986
E)   Environmental Protection Law of 1955F) A) and E)
G) C) and D)

Question 8

Large bulletin structures work best in places where traffic is heavy and visibility is good.

Accepted Answer

A) True 
 B)False

Question 9

You have been hired to design a billboard for a golf tournament that will be a major fundraiser for the local Lion's Club. Which of the following would be best to include on the billboard?

Accepted Answer

A)   A lightface font
B)   Small illustrations
C)   All uppercase typefaces
D)   Alternating typeface thickness
E)   Both upper- and lower-case lettersF) C) and D)
G) A) and E)

Question 10

How do advertisers make painted bulletins a more cost-effective advertising media?

Accepted Answer

They rotate the bulletins to d...

Question 11

The high costs of painted bulletins could be overcome by rotating them to different locations in the market every few days.

Accepted Answer

A) True 
 B)False

Question 12

How does an advertising specialty differ from a premium?

Accepted Answer

A)   Premiums are always emblazoned with the name of the company that gave them away; advertising specialties are not.
B)   A premium is typically more valuable than an advertising specialty and usually bears no advertising message.
C)   Advertising specialties are typically more expensive than premiums.
D)   Advertising specialties are promotional items, but premiums are not.
E)   Premiums are always free; advertising specialties are not.F) None of the above
G) All of the above

Question 13

One of the benefits offered by outdoor advertising is control of the ad's physical appearance.

Accepted Answer

A) True 
 B)False

Question 14

In Piccadilly Square in London, TDK has a giant, elaborate, animated electronic sign that incorporates movements and flashy graphics to gain attention in a high traffic area. This form of outdoor advertising is an example of a(n) :

Accepted Answer

A)   spectacular.
B)   standard billboard.
C)   ornate panel.
D)   fantasy bulletin.
E)   extravaganza.F) D) and E)
G) A) and B)

Question 15

The most common form of out-of-home media is transit advertising.

Accepted Answer

A) True 
 B)False

Question 16

When an advertiser buys a total bus, ads will most likely:

Accepted Answer

A)   appear on transit benches.
B)   cover the interiors of many buses.
C)   reach 100 percent market coverage.
D)   cover the entire exterior space on a bus.
E)   include a full showing at a discounted price.F) B) and E)
G) B) and D)

Question 17

Which of the following statements about direct-mail advertising is most likely true?

Accepted Answer

A)   Spending on direct mail has sharply declined due to rising postage rates.
B)   Direct-mail advertising is the top-ranked advertising medium used today.
C)   Direct-mail advertising offers firms a straight path to desired customers.
D)   Business reply mail is the most common form of direct-mail advertising.
E)   Direct-mail advertising is too costly for most local retail businesses.F) D) and E)
G) B) and D)

Question 18

What are the three basic components of direct-mail advertising?

Accepted Answer

The three basic components of ...

Question 19

Transit advertising is best described as:

Accepted Answer

A)   a low-cost, out-of-home medium.
B)   a medium with a high degree of status.
C)   an ineffective medium for most national advertisers.
D)   most effective if the target audience is upper-income consumers.
E)   a cross between outdoor advertising and personal sales promotion.F) D) and E)
G) B) and C)

Question 20

An advertiser looking for an inexpensive advertising medium with creative flexibility, lengthy exposure, and high repetitive value, would most likely choose:

Accepted Answer

A)   radio.
B)   television.
C)   direct mail.
D)   newspapers.
E)   transit advertising.F) A) and B)
G) C) and D)

Exam 13: Out-Of-Home, Direct-Mail, and Promotional Products

Which of the following best explains why an advertiser should use outdoor advertising?

Correct Answer
verified

The high costs of painted bulletins could be overcome by rotating them to different locations in the market every few days.

Correct Answer
verified

How do advertisers make painted bulletins a more cost-effective advertising media?

Correct Answer
verified
They rotate the bulletins to d...
View Answer

Transit advertising is best described as:

Correct Answer
verified

Which of the following statements about direct-mail advertising is most likely true?

Correct Answer
verified

How does an advertising specialty differ from a premium?

Correct Answer
verified

Explain five disadvantages associated with outdoor advertising.

Correct Answer
verified
The various disadvantages of outdoor adv...
View Answer

Mailing lists can be tailored to reflect customer location, demographics, or psychographics.

Correct Answer
verified

What are the three basic components of direct-mail advertising?

Correct Answer
verified
The three basic components of ...
View Answer

Large bulletin structures work best in places where traffic is heavy and visibility is good.

Correct Answer
verified

When an advertiser buys a total bus, ads will most likely:

Correct Answer
verified

The most common form of out-of-home media is transit advertising.

Correct Answer
verified

The _____ is the legislation that controls outdoor advertising on U.S. interstate highways.

Correct Answer
verified

Correct Answer
verified

You have been hired to design a billboard for a golf tournament that will be a major fundraiser for the local Lion's Club. Which of the following would be best to include on the billboard?

Correct Answer
verified

In Piccadilly Square in London, TDK has a giant, elaborate, animated electronic sign that incorporates movements and flashy graphics to gain attention in a high traffic area. This form of outdoor advertising is an example of a(n) :

Correct Answer
verified

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 Answer
verified

An advertiser looking for an inexpensive advertising medium with creative flexibility, lengthy exposure, and high repetitive value, would most likely choose:

Correct Answer
verified

_____ is the widely used form of outdoor advertising. It is sometimes called a standard billboard.

Correct Answer
verified

One of the benefits offered by outdoor advertising is control of the ad's physical appearance.

Correct Answer
verified

Exam 13: Out-Of-Home, Direct-Mail, and Promotional Products

Which of the following best explains why an advertiser should use outdoor advertising?

Correct AnswerverifiedShow Answer

The high costs of painted bulletins could be overcome by rotating them to different locations in the market every few days.

Correct AnswerverifiedShow Answer

How do advertisers make painted bulletins a more cost-effective advertising media?

Correct AnswerverifiedThey rotate the bulletins to d...View AnswerShow Answer

Transit advertising is best described as:

Correct AnswerverifiedShow Answer

Which of the following statements about direct-mail advertising is most likely true?

Correct AnswerverifiedShow Answer

How does an advertising specialty differ from a premium?

Correct AnswerverifiedShow Answer

Explain five disadvantages associated with outdoor advertising.

Correct AnswerverifiedThe various disadvantages of outdoor adv...View AnswerShow Answer

Mailing lists can be tailored to reflect customer location, demographics, or psychographics.

Correct AnswerverifiedShow Answer

What are the three basic components of direct-mail advertising?

Correct AnswerverifiedThe three basic components of ...View AnswerShow Answer

Large bulletin structures work best in places where traffic is heavy and visibility is good.

Correct AnswerverifiedShow Answer

When an advertiser buys a total bus, ads will most likely:

Correct AnswerverifiedShow Answer

The most common form of out-of-home media is transit advertising.

Correct AnswerverifiedShow Answer

The _____ is the legislation that controls outdoor advertising on U.S. interstate highways.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

You have been hired to design a billboard for a golf tournament that will be a major fundraiser for the local Lion's Club. Which of the following would be best to include on the billboard?

Correct AnswerverifiedShow Answer

In Piccadilly Square in London, TDK has a giant, elaborate, animated electronic sign that incorporates movements and flashy graphics to gain attention in a high traffic area. This form of outdoor advertising is an example of a(n) :

Correct AnswerverifiedShow 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

An advertiser looking for an inexpensive advertising medium with creative flexibility, lengthy exposure, and high repetitive value, would most likely choose:

Correct AnswerverifiedShow Answer

_____ is the widely used form of outdoor advertising. It is sometimes called a standard billboard.

Correct AnswerverifiedShow Answer

One of the benefits offered by outdoor advertising is control of the ad's physical appearance.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
They rotate the bulletins to d...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The various disadvantages of outdoor adv...
View Answer

Correct Answer
verified

Correct Answer
verified
The three basic components of ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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