Question 1

To maximize the frequency of the message and extend the daily viewing by consumers, posters are often

Accepted Answer

A)  enlarged 
B)  illuminated 
C)  brightly coloured 
D)  located on busy streets 
E)  located near the downtown core 
A)  enlarged 
B)  illuminated 
C)  brightly coloured 
D)  located on busy streets 
E)  located near the downtown core B

Question 2

All outdoor advertising rates are quoted on a

Accepted Answer

A)  8-week basis 
B)  weekly basis 
C)  12-week basis 
D)  bi-weekly basis 
E)  4-week basis 
A)  8-week basis 
B)  weekly basis 
C)  12-week basis 
D)  bi-weekly basis 
E)  4-week basis E

Question 3

Outdoor media space is purchased on the basis of the advertising weight level desired by the advertiser. Explain what this means.

Accepted Answer

Advertising weight level is expressed in terms of GRPs-gross rating points. This is a weighting factor that combines reach and frequency variables. In the case of outdoor advertising, GRP is defined as the total circulation of a specific outdoor advertisement expressed as a percentage of the market's population. For example, on a weekly basis, a weight level of 100 GRPs offers exposure opportunities to the whole population of a market. A weight level of 50 GRPs offers one half the exposure opportunities.

Question 4

Advertisers can purchase outdoor poster space either as single panels or as a(n)

Accepted Answer

A)  internet banner 
B)  magazine ad 
C)  newspaper ad 
D)  television commercial 
E)  showing 
A)  internet banner 
B)  magazine ad 
C)  newspaper ad 
D)  television commercial 
E)  showing

Question 5

The costs of outdoor advertising are high in two areas. Explain.

Accepted Answer

First, the costs of producing finished m

Question 6

How can outdoor advertising reinforce the message of other media?

Accepted Answer

Outdoor advertising offers compatibility

Question 7

Home Hardware uses what it calls a demomercial to

Accepted Answer

A)  upsell customers to a higher-priced product 
B)  encourage impulse purchases 
C)  highlight the benefit of products unique to the company 
D)  demonstrate how to use a product 
E)  teach customers how to perform do-it-yourself project 
A)  upsell customers to a higher-priced product 
B)  encourage impulse purchases 
C)  highlight the benefit of products unique to the company 
D)  demonstrate how to use a product 
E)  teach customers how to perform do-it-yourself project

Question 8

Standard size specifications encourage cross-usage of various out-of-home media. The station poster is the same size as the

Accepted Answer

A)  king poster 
B)  bus mural 
C)  mall poster 
D)  seventy poster 
E)  platform poster 
A)  king poster 
B)  bus mural 
C)  mall poster 
D)  seventy poster 
E)  platform poster

Question 9

Why would an advertiser invest in the high cost of producing a backlit poster?

Accepted Answer

A backlit poster is a luminous sign cont

Question 10

There are a few disadvantages to purchasing outdoor media, one of which is

Accepted Answer

A)  target reach and frequency 
B)  geographic flexibility 
C)  creative limitations 
D)  compatibility with other media 
E)  visual impact 
A)  target reach and frequency 
B)  geographic flexibility 
C)  creative limitations 
D)  compatibility with other media 
E)  visual impact

Question 11

Some critics of outdoor advertising refer to it as "pollution on a stick" because it

Accepted Answer

A)  has low reproduction quality 
B)  is flashy and expensive 
C)  is not recyclable 
D)  clutters the landscape 
E)  has little creative impact 
A)  has low reproduction quality 
B)  is flashy and expensive 
C)  is not recyclable 
D)  clutters the landscape 
E)  has little creative impact

Question 12

Why is market coverage of transit advertising an advantage?

Accepted Answer

In any given market, transit advertising

Question 13

One type of bus wrap is called

Accepted Answer

A)  a backlit 
B)  a fullback 
C)  a quarterback 
D)  a tail poster 
E)  a backwrap 
A)  a backlit 
B)  a fullback 
C)  a quarterback 
D)  a tail poster 
E)  a backwrap

Question 14

Street-level advertising helps reach people in hard-to-target urban areas.

Accepted Answer

A) True 
 B)False

Question 15

At night, exterior bus posters will take on a three-dimensional effect.

Accepted Answer

A) True 
 B)False

Question 16

At-Retail advertising has many merits, including

Accepted Answer

A)  creative flexibility 
B)  message receptiveness 
C)  many different types simultaneously displayed 
D)  placement always effective 
E)  no waste 
A)  creative flexibility 
B)  message receptiveness 
C)  many different types simultaneously displayed 
D)  placement always effective 
E)  no waste

Question 17

In transit-shelter advertising, the colour reproduction is

Accepted Answer

A)  oversized 
B)  generally not backlit 
C)  ineffective on readership 
D)  of inferior quality 
E)  of superior quality 
A)  oversized 
B)  generally not backlit 
C)  ineffective on readership 
D)  of inferior quality 
E)  of superior quality

Question 18

A shelf-talker is an example of a(n)

Accepted Answer

A)  audiovisual display 
B)  station poster 
C)  small poster 
D)  wild posting 
E)  transit ad 
A)  audiovisual display 
B)  station poster 
C)  small poster 
D)  wild posting 
E)  transit ad

Question 19

How can product manufacturers get their point-of-purchase materials erected in store?

Accepted Answer

Manufacturers generally require permissi

Question 20

Mall posters are

Accepted Answer

A)  transit posters 
B)  backlit posters 
C)  ceiling hanging banners 
D)  window displays 
E)  interactive video displays 
A)  transit posters 
B)  backlit posters 
C)  ceiling hanging banners 
D)  window displays 
E)  interactive video displays

To maximize the frequency of the message and extend the daily viewing by consumers, posters are often

All outdoor advertising rates are quoted on a

Outdoor media space is purchased on the basis of the advertising weight level desired by the advertiser. Explain what this means.

Advertisers can purchase outdoor poster space either as single panels or as a(n)

The costs of outdoor advertising are high in two areas. Explain.

How can outdoor advertising reinforce the message of other media?

Home Hardware uses what it calls a demomercial to

Standard size specifications encourage cross-usage of various out-of-home media. The station poster is the same size as the

Why would an advertiser invest in the high cost of producing a backlit poster?

There are a few disadvantages to purchasing outdoor media, one of which is

Some critics of outdoor advertising refer to it as "pollution on a stick" because it

Why is market coverage of transit advertising an advantage?

One type of bus wrap is called

Street-level advertising helps reach people in hard-to-target urban areas.

At night, exterior bus posters will take on a three-dimensional effect.

At-Retail advertising has many merits, including

In transit-shelter advertising, the colour reproduction is

A shelf-talker is an example of a(n)

How can product manufacturers get their point-of-purchase materials erected in store?

Mall posters are

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters

Exam 10: Out Of Home Media

To maximize the frequency of the message and extend the daily viewing by consumers, posters are often

All outdoor advertising rates are quoted on a

Outdoor media space is purchased on the basis of the advertising weight level desired by the advertiser. Explain what this means.

Advertisers can purchase outdoor poster space either as single panels or as a(n)

The costs of outdoor advertising are high in two areas. Explain.

How can outdoor advertising reinforce the message of other media?

Home Hardware uses what it calls a demomercial to

Standard size specifications encourage cross-usage of various out-of-home media. The station poster is the same size as the

Why would an advertiser invest in the high cost of producing a backlit poster?

There are a few disadvantages to purchasing outdoor media, one of which is

Some critics of outdoor advertising refer to it as "pollution on a stick" because it

Why is market coverage of transit advertising an advantage?

One type of bus wrap is called

Street-level advertising helps reach people in hard-to-target urban areas.

At night, exterior bus posters will take on a three-dimensional effect.

At-Retail advertising has many merits, including

In transit-shelter advertising, the colour reproduction is

A shelf-talker is an example of a(n)

How can product manufacturers get their point-of-purchase materials erected in store?

Mall posters are

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters