Question 1

Briefly discuss the evolution of outdoor advertising from its early use in the Middle East to its use in the United States in the early twentieth century.

Accepted Answer

Outdoor advertising has a long history, dating back to its early use in the Middle East. In ancient times, outdoor advertising was primarily in the form of stone carvings and painted signs on buildings and rocks. These early advertisements were used to promote goods and services to the local population.

As civilizations advanced, so did outdoor advertising. In the Middle Ages, outdoor advertising expanded to include the use of banners, flags, and signs to attract customers to businesses and markets. This form of advertising was especially prevalent in bustling trade cities and marketplaces.

The evolution of outdoor advertising continued into the early twentieth century in the United States. With the rise of industrialization and urbanization, outdoor advertising took on new forms such as billboards, posters, and painted signs on buildings. These advertisements were strategically placed in high-traffic areas to reach a larger audience and promote products and services.

The early twentieth century also saw the introduction of electric signs and neon lights, which added a new dimension to outdoor advertising. These eye-catching displays became iconic symbols of the bustling cityscape and were used to attract customers to businesses and entertainment venues.

Overall, the evolution of outdoor advertising from its early use in the Middle East to its use in the United States in the early twentieth century reflects the changing methods and technologies used to capture the attention of consumers in different historical and cultural contexts.

Question 2

Even if properly executed, outdoor advertising is an inexpensive way to gain immediate product visibility.

Accepted Answer

A) True 
 B)False  False

Question 3

One advantage that interior signs, called car-cards, offer advertisers is that they can be seen for a relatively long period of time, especially compared to most other outdoor vehicles.

Accepted Answer

A) True 
 B)False  True

Question 4

Define street furniture advertising and discuss some of the trends in this specialized sector of outdoor advertising.

Accepted Answer

Street furniture advertising refers to t

Question 5

Digital-placed based media opportunities have actually shrunk because they are not cost efficient nor an ideal advertising delivery system.

Accepted Answer

A) True 
 B)False

Question 6

Andrew Jackson used the first commercial billboard in his campaign for president.

Accepted Answer

A) True 
 B)False

Question 7

The term ________, which is borrowed from magazine advertising, means the poster either prints to the edge of a frame or uses blanking paper matching the background of a poster.

Accepted Answer

The answer of The term ________, which is borrowed from...

Question 8

The difference between buying a king-size poster and queen-size poster is essentially that your message appears on both sides of a bus when you purchase the queen-size poster.

Accepted Answer

A) True 
 B)False

Question 9

In the 1980s, the percentage of all billboards carrying tobacco messages was:

Accepted Answer

A) 10 percent. 
B) 25 percent. 
C) 33 percent. 
D) 45 percent. 
E) 64 percent. 
A) 10 percent. 
B) 25 percent. 
C) 33 percent. 
D) 45 percent. 
E) 64 percent.

Question 10

Match between columns
                        Premises: Founded in 1933, it is the primary source of out-of-home audience information.
The audience measure for outdoor that is calculated based on a 24-hour traffic count equaling 36,000.
Local companies that arrange to lease, erect, and maintain the outdoor sign as well as to sell the advertising space on it.
Reason for partnerships formed by the OAAA with organizations such as the National Center for Missing and Exploited Children and The Advertising Council.
One of the major trends in the out-of-home industry that may lead to more large national and regional advertisers choosing this medium.
The OAAA through its Code of Advertising Principles asked its members to establish these, which limited the number of billboards in a market that carry messages about products that cannot be sold to minors.
Used to announce the Boston Tea Party and report the Boston Massacre.
When an agreement was reached between 46 state attorneys general and major tobacco companies that banned outdoor advertising of tobacco.
Passage of this restricted placement of outdoor signs along interstate highways and instituted stiff penalties for states that failed to control signs within 660 feet of an interstate highway.
A category of outdoor advertising that includes a variety of formats intended to attract attention when people are engaged in some specialized activity, including parking their car or attending a sporting event.
A growing segment of the spectacular category, it is a type of outdoor advertising that is a throwback to Roman times and gave outdoor advertising its start.
The basic measure of outdoor audience research, its adoption also addresses the issue of outdoor's unique terminology.
The primary measure of potential audiences for outdoor advertising, it give advertisers an idea of the numbers of people in a market who pass their displays.
Estimate of just how long the average person sees most signs.
Considered a type of out-of-home media, it includes everything from airborne to postcards, from cinema to trash receptacles.

Accepted Answer

The Answer of exclusionary zones and public service and nontraditional, is...

Question 11

Which of the following was NOT among the top-10 outdoor advertisers in 2008?

Accepted Answer

A) Verizon Communications 
B) General Electric Co. 
C) McDonald's Corp. 
D) Pepsi-Cola Co. 
E) General Motors Corporation 
A) Verizon Communications 
B) General Electric Co. 
C) McDonald's Corp. 
D) Pepsi-Cola Co. 
E) General Motors Corporation

Question 12

Which of the following would NOT be considered as outdoor advertising?

Accepted Answer

A) broadsides announcing the Boston Tea Party 
B) bulletin board announcements 
C) prehistoric carvings on bronze and stone tablets 
D) ancient Roman wall paintings in Pompeii 
E) streetcar signs 
A) broadsides announcing the Boston Tea Party 
B) bulletin board announcements 
C) prehistoric carvings on bronze and stone tablets 
D) ancient Roman wall paintings in Pompeii 
E) streetcar signs

Question 13

Which is NOT a point made by OAAA about designing outdoor advertising?

Accepted Answer

A) an opportunity to visually tell a story 
B) a challenging communication task 
C) It requires clarity and focus in the expression of the concept. 
D) from a creative standpoint, the least enjoyable media to work in 
E) an opportunity to surprise viewers with words or excite them with pictures 
A) an opportunity to visually tell a story 
B) a challenging communication task 
C) It requires clarity and focus in the expression of the concept. 
D) from a creative standpoint, the least enjoyable media to work in 
E) an opportunity to surprise viewers with words or excite them with pictures

Question 14

According to the OAAA, there are more than how many types of out-of-home media?

Accepted Answer

A) 10 
B) 40 
C) 50 
D) 70 
E) 90 
A) 10 
B) 40 
C) 50 
D) 70 
E) 90

Question 15

The OAAA asks its members not to advertise their products within 500 feet of houses of worship, primary and secondary schools, and/or hospitals by the establishment of:

Accepted Answer

A) free-enterprise zones. 
B) exclusionary zones. 
C) smoke-free zones. 
D) safe-haven zones. 
E) media-free zones. 
A) free-enterprise zones. 
B) exclusionary zones. 
C) smoke-free zones. 
D) safe-haven zones. 
E) media-free zones.

Question 16

Advantages the computer and Internet offer outdoor advertisers, media planners, and the industry include all of the following EXCEPT:

Accepted Answer

A) ease of seeing how a poster will appear in actual location. 
B) potential for a number of creative innovations. 
C) near elimination of "riding the boards." 
D) use of dynamic digital messages displayed on boards. 
E) ability to see how drivers will respond to the message. 
A) ease of seeing how a poster will appear in actual location. 
B) potential for a number of creative innovations. 
C) near elimination of "riding the boards." 
D) use of dynamic digital messages displayed on boards. 
E) ability to see how drivers will respond to the message.

Question 17

As the outdoor industry continues to appeal to national advertisers, it will become necessary to provide standardized audience data and research.

Accepted Answer

A) True 
 B)False

Question 18

Discuss the existing federal, state, and self-imposed outdoor advertising regulatory programs and their effect on the industry.

Accepted Answer

The outdoor advertising industry in the

Question 19

For outdoor advertising, the most widely used form is the:

Accepted Answer

A) spectacular. 
B) 30-sheet poster. 
C) painted bulletin. 
D) 8-sheet poster. 
E) bus wraps. 
A) spectacular. 
B) 30-sheet poster. 
C) painted bulletin. 
D) 8-sheet poster. 
E) bus wraps.

Question 20

Which is an advantage that transit advertising delivers to an advertiser that traditional outdoor does not?

Accepted Answer

A) builds brand awareness among people on the move 
B) provides reminder messages to a mobile population 
C) Exposure takes place in an environment where the audience has more time to read the message. 
D) has a limited time to expose an audience to the message 
E) self-selects low-income viewers 
A) builds brand awareness among people on the move 
B) provides reminder messages to a mobile population 
C) Exposure takes place in an environment where the audience has more time to read the message. 
D) has a limited time to expose an audience to the message 
E) self-selects low-income viewers

Exam 12: Out-Of-Home Advertising

Briefly discuss the evolution of outdoor advertising from its early use in the Middle East to its use in the United States in the early twentieth century.

Even if properly executed, outdoor advertising is an inexpensive way to gain immediate product visibility.

One advantage that interior signs, called car-cards, offer advertisers is that they can be seen for a relatively long period of time, especially compared to most other outdoor vehicles.

Define street furniture advertising and discuss some of the trends in this specialized sector of outdoor advertising.

Digital-placed based media opportunities have actually shrunk because they are not cost efficient nor an ideal advertising delivery system.

Andrew Jackson used the first commercial billboard in his campaign for president.

The term ________, which is borrowed from magazine advertising, means the poster either prints to the edge of a frame or uses blanking paper matching the background of a poster.

The difference between buying a king-size poster and queen-size poster is essentially that your message appears on both sides of a bus when you purchase the queen-size poster.

In the 1980s, the percentage of all billboards carrying tobacco messages was:

Which of the following was NOT among the top-10 outdoor advertisers in 2008?

Which of the following would NOT be considered as outdoor advertising?

Which is NOT a point made by OAAA about designing outdoor advertising?

According to the OAAA, there are more than how many types of out-of-home media?

The OAAA asks its members not to advertise their products within 500 feet of houses of worship, primary and secondary schools, and/or hospitals by the establishment of:

Advantages the computer and Internet offer outdoor advertisers, media planners, and the industry include all of the following EXCEPT:

As the outdoor industry continues to appeal to national advertisers, it will become necessary to provide standardized audience data and research.

Discuss the existing federal, state, and self-imposed outdoor advertising regulatory programs and their effect on the industry.

For outdoor advertising, the most widely used form is the:

Which is an advantage that transit advertising delivers to an advertiser that traditional outdoor does not?

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Media Strategy

Using Television

Using Radio

Using Newspapers

Using Magazines

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters