Question 1

The most common form of direct-mail is the:

Accepted Answer

A)   statement stuffer.
B)   brochure.
C)   self-mailer.
D)   broadside.
E)   sales letter.F) A) and E)
G) C) and D)

Question 2

To increase the number of orders it receives from recipients of its direct-mail advertising, the maker of All-Natural Diet Products encloses a special envelope that customers can use to mail their orders without paying postage. This special envelope is an example of _____ mail.

Accepted Answer

A)   fourth-class
B)   priority
C)   business reply
D)   second-class
E)   third-classF) B) and E)
G) A) and B)

Question 3

List five reasons why an advertiser would choose to use outdoor advertising instead of some other advertising medium.

Accepted Answer

An advertiser would choose to use outdoo...

Question 4

The owner of an organic grocery store wants to place inside cards over the doors of city buses. To keep advertising costs down, the store owner can most likely:

Accepted Answer

A)   buy a full showing plus take-ones to cover the area.
B)   print different ads on both sides of the card.
C)   demand a refund if sales goals are not met.
D)   invest in a brand train promotion.
E)   print additional terminal posters.F) B) and E)
G) A) and D)

Question 5

Which of the following is most likely an advantage of using direct-mail advertising?

Accepted Answer

A)   Advertisers find that direct mail builds brand image with its prestige.
B)   Advertisers can personalize direct mail to the needs of specific audiences.
C)   Direct mail has a very low cost per exposure compared to other mediums.
D)   Direct mail holds the interest of prospects without needing editorial content.
E)   Direct mail can be efficiently and precisely delivered due to modern tracking.F) C) and D)
G) A) and B)

Question 6

_____ is a cross between traditional billboards and transit advertising.

Accepted Answer

A)   Advertainment
B)   A mobile billboard
C)   The full-showing panel
D)   Variable-site advertising
E)   On-board advertisingF) B) and D)
G) A) and E)

Question 7

Explain the difference between the daily estimated circulation (DEC) and TAB Out of Home Ratings methods of measuring the reach of out-of-home displays.

Accepted Answer

DEC measures the reach by a rudimentary ...

Question 8

What does an outdoor advertiser buy when it buys a 100 showing?

Accepted Answer

A)   It buys 100 panels for a specified period of time.
B)   It pays 100 percent of the rate card price for as many panels as it chooses to utilize.
C)   It has been guaranteed that 100 percent of the population will be exposed to its outdoor advertising daily.
D)   It buys 100 percent of the billboards owned by that particular outdoor advertising company within the specified area.
E)   It has its message displayed on as many panels as needed to provide a daily exposure equal to 100 percent of the market's population.F) None of the above
G) A) and D)

Question 9

_____ are reference books that list, describe, and often picture the products sold by a manufacturer, wholesaler, or retailer.

Accepted Answer

A)   Statement stuffers
B)   Compiled lists
C)   House organs
D)   Catalogs
E)   FoldersF) C) and D)
G) D) and E)

Question 10

A drawback of using direct-mail advertising is that it:

Accepted Answer

A)   relies too heavily on social and digital media for promotion.
B)   prevents advertisers from controlling circulation and quality.
C)   has the highest cost per exposure of any medium.
D)   has limited coverage and reach capabilities.
E)   achieves very low response rates.F) B) and C)
G) A) and B)

Question 11

How does the Highway Beautification Act of 1965 affect outdoor advertising?

Accepted Answer

The Highway Beautification Act...

Question 12

One of the benefits of using transit advertising is long exposure.

Accepted Answer

A) True 
 B)False

Question 13

The owner of Second Sighting, a consignment clothing store, has purchased a full showing with the local bus company. What will the store owner most likely receive?

Accepted Answer

A)   An ad placed in every transit shelter
B)   A floor display in the main bus terminal
C)   A discounted rate for outside posters on buses
D)   A take-one display affixed to interior ads in buses
E)   A card placed in every bus operated by the transit systemF) A) and B)
G) A) and C)

Question 14

Jackson & Perkins Company is looking for potential customers to whom it may send its catalog of different varieties of roses. Which of the following lists would most likely provide Jackson & Perkins with the highest response rate?

Accepted Answer

A)   A mail-response list of Park Rose Seed Company customers
B)   A compiled list of residents of Milwaukee
C)   A mail-response list of Cable Car Clothiers customers
D)   A compiled list of home owners
E)   A compiled list of Garden Club membersF) A) and C)
G) B) and E)

Question 15

What is the basic unit of sale for billboards or posters?

Accepted Answer

A)   Quarterly reach
B)   100 showing
C)   Monthly CPP
D)   Target audience frequency
E)   Share of marketF) All of the above
G) A) and D)

Question 16

Cinema advertising includes lobby-based videos, sampling, special events, and concession-based promotions.

Accepted Answer

A) True 
 B)False

Question 17

When a mobile communications service buys a basic bus, it means the service owner:

Accepted Answer

A)   has bought the services of the transit system to distribute coupons.
B)   has bought all the inside space on a group of buses.
C)   expects a 100 percent reach for the advertising.
D)   has bought all of the exterior space on one bus.
E)   has bought a full showing.F) A) and D)
G) A) and C)

Question 18

What is the difference between purchased lists and rented lists? What are the benefits of using a list broker when renting a list?

Accepted Answer

Direct-mail lists can be bought or rente...

Question 19

One of the main reasons for the declining popularity of outdoor advertising is excessive ad clutter.

Accepted Answer

A) True 
 B)False

Question 20

Each quarter, an organization that finds homes for greyhounds that can no longer race mails a newsletter to organization volunteers to let them know the current needs of the organization and how well adoption efforts are going. The newsletter is an example of a:

Accepted Answer

A)   reprint.
B)   catalog.
C)   broadside.
D)   house organ.
E)   statement stuffer.F) B) and C)
G) C) and E)

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

List five reasons why an advertiser would choose to use outdoor advertising instead of some other advertising medium.

Correct AnswerverifiedAn advertiser would choose to use outdoo...View AnswerShow Answer

Cinema advertising includes lobby-based videos, sampling, special events, and concession-based promotions.

Correct AnswerverifiedShow Answer

One of the main reasons for the declining popularity of outdoor advertising is excessive ad clutter.

Correct AnswerverifiedShow Answer

A drawback of using direct-mail advertising is that it:

Correct AnswerverifiedShow Answer

When a mobile communications service buys a basic bus, it means the service owner:

Correct AnswerverifiedShow Answer

What is the difference between purchased lists and rented lists? What are the benefits of using a list broker when renting a list?

Correct AnswerverifiedDirect-mail lists can be bought or rente...View AnswerShow Answer

Explain the difference between the daily estimated circulation (DEC) and TAB Out of Home Ratings methods of measuring the reach of out-of-home displays.

Correct AnswerverifiedDEC measures the reach by a rudimentary ...View AnswerShow Answer

What is the basic unit of sale for billboards or posters?

Correct AnswerverifiedShow Answer

Which of the following is most likely an advantage of using direct-mail advertising?

Correct AnswerverifiedShow Answer

How does the Highway Beautification Act of 1965 affect outdoor advertising?

Correct AnswerverifiedThe Highway Beautification Act...View AnswerShow Answer

Each quarter, an organization that finds homes for greyhounds that can no longer race mails a newsletter to organization volunteers to let them know the current needs of the organization and how well adoption efforts are going. The newsletter is an example of a:

Correct AnswerverifiedShow Answer

Jackson & Perkins Company is looking for potential customers to whom it may send its catalog of different varieties of roses. Which of the following lists would most likely provide Jackson & Perkins with the highest response rate?

Correct AnswerverifiedShow Answer

_____ are reference books that list, describe, and often picture the products sold by a manufacturer, wholesaler, or retailer.

Correct AnswerverifiedShow Answer

What does an outdoor advertiser buy when it buys a 100 showing?

Correct AnswerverifiedShow Answer

To increase the number of orders it receives from recipients of its direct-mail advertising, the maker of All-Natural Diet Products encloses a special envelope that customers can use to mail their orders without paying postage. This special envelope is an example of _____ mail.

Correct AnswerverifiedShow Answer

The most common form of direct-mail is the:

Correct AnswerverifiedShow Answer

The owner of Second Sighting, a consignment clothing store, has purchased a full showing with the local bus company. What will the store owner most likely receive?

Correct AnswerverifiedShow Answer

One of the benefits of using transit advertising is long exposure.

Correct AnswerverifiedShow Answer

_____ is a cross between traditional billboards and transit advertising.

Correct AnswerverifiedShow Answer

The owner of an organic grocery store wants to place inside cards over the doors of city buses. To keep advertising costs down, the store owner can most likely:

Correct AnswerverifiedShow Answer

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An advertiser would choose to use outdoo...
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Direct-mail lists can be bought or rente...
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DEC measures the reach by a rudimentary ...
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The Highway Beautification Act...
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