Question 1

Outdoor advertising is rarely used as a stand-alone medium in a more general campaign.

Accepted Answer

A) True 
 B)False

Question 2

A knowledgeable outdoor designer will know how to choose colors that create contrast in both hue and value.

Accepted Answer

A) True 
 B)False

Question 3

The primary purpose of most posters is to reach:

Accepted Answer

A) the majority of a market quickly and inexpensively. 
B) the majority of a market prior to product introduction. 
C) the majority of the pedestrian market. 
D) visual and aural learners. 
E) large areas with pinpoint accuracy. 
A) the majority of a market quickly and inexpensively. 
B) the majority of a market prior to product introduction. 
C) the majority of the pedestrian market. 
D) visual and aural learners. 
E) large areas with pinpoint accuracy.

Question 4

The term outdoor advertising has been replaced by which term that reflects greater variety and the larger scope of this industry?

Accepted Answer

A) out-of-home advertising 
B) broadside publication 
C) kiosk 
D) posted billing 
E) external media 
A) out-of-home advertising 
B) broadside publication 
C) kiosk 
D) posted billing 
E) external media

Question 5

Outdoor advertising is ideal if an advertiser wants to:

Accepted Answer

A) deliver a message to almost all adults in a geographic market with high frequency and at a very low cost per exposure. 
B) convey a detailed message that can be easily understood at a low cost. 
C) easily measure and compare audience data to other media. 
D) deliver a complex message to a mass audience. 
E) blend smoothly into any environment where it is located. 
A) deliver a message to almost all adults in a geographic market with high frequency and at a very low cost per exposure. 
B) convey a detailed message that can be easily understood at a low cost. 
C) easily measure and compare audience data to other media. 
D) deliver a complex message to a mass audience. 
E) blend smoothly into any environment where it is located.

Question 6

Describe benefits that the computer/Internet already delivers to advertisers and media planners in the outdoor industry.

Accepted Answer

The computer and Internet have revolutio

Question 7

Since enactment of the Highway Beautification Act of 1965, the number of outdoor signs has risen from 400,000 to 1.2 million and continues to climb.

Accepted Answer

A) True 
 B)False

Question 8

For which of the following would TAB NOT audit circulation?

Accepted Answer

A) 8-sheet posters 
B) truck advertising 
C) 30-sheet posters 
D) a magazine with a bleed placement 
E) shelter advertising displays 
A) 8-sheet posters 
B) truck advertising 
C) 30-sheet posters 
D) a magazine with a bleed placement 
E) shelter advertising displays

Question 9

Outdoor advertising works best when it is used to pursue broad, more general marketing objectives.

Accepted Answer

A) True 
 B)False

Question 10

A standard poster pane measures:

Accepted Answer

A) 10 x 14 feet. 
B) 12 x 25 feet. 
C) 15 x 20 feet. 
D) 20 x 30 feet. 
E) 15 x 45 feet. 
A) 10 x 14 feet. 
B) 12 x 25 feet. 
C) 15 x 20 feet. 
D) 20 x 30 feet. 
E) 15 x 45 feet.

Question 11

Which is a characteristic of airport displays?

Accepted Answer

A) reach same audience as traditional transit advertising 
B) tend to be monochromatic and backlit 
C) Vinyl wraps are typical locations for messages. 
D) fit an outdoor advertising type other than transit 
E) intended to reach pedestrian traffic in a captive environment 
A) reach same audience as traditional transit advertising 
B) tend to be monochromatic and backlit 
C) Vinyl wraps are typical locations for messages. 
D) fit an outdoor advertising type other than transit 
E) intended to reach pedestrian traffic in a captive environment

Question 12

Whether a bleed or a 30-sheet poster, both use the same frame and are typical highway billboard types people have seen.

Accepted Answer

A) True 
 B)False

Question 13

The audience for outdoor is called the:

Accepted Answer

A) daily effective circulation. 
B) reach. 
C) effective distribution. 
D) exposure. 
E) coverage. 
A) daily effective circulation. 
B) reach. 
C) effective distribution. 
D) exposure. 
E) coverage.

Question 14

Messages carried on billboards at no charge to local and national service projects are part of the outdoor industry's commitment to ________.

Accepted Answer

The answer of Messages carried on billboards at no charge...

Question 15

Perhaps as an effort to avoid regulatory problems associated with outdoor advertising, the revenue generated from shelter posters is often shared with municipal transit companies.

Accepted Answer

A) True 
 B)False

Question 16

In terms of revenues, public familiarity, and long-term usage, the two basic forms of outdoor advertising are:

Accepted Answer

A) kiosks and bus benches. 
B) street furniture and wild postings. 
C) handbills and wall art. 
D) painted bulletins and posters. 
E) scoreboards and parking meters. 
A) kiosks and bus benches. 
B) street furniture and wild postings. 
C) handbills and wall art. 
D) painted bulletins and posters. 
E) scoreboards and parking meters.

Question 17

Which of the listed items is NOT an improved creative option for out-of-home advertising?

Accepted Answer

A) hand-painted boards 
B) building-size signs 
C) vinyl surfaces for outdoor and transit 
D) backlit dioramas 
E) interactive and digital mobile media 
A) hand-painted boards 
B) building-size signs 
C) vinyl surfaces for outdoor and transit 
D) backlit dioramas 
E) interactive and digital mobile media

Question 18

List the four major categories of outdoors advertising and give a few examples of each.

Accepted Answer

The four major categories of outdoor adv

Question 19

Interior signs, which are fitted into racks inside buses and subway cars, offer several advantages EXCEPT:

Accepted Answer

A) they can be seen over a relatively long time period. 
B) they are ideal for building high levels of frequency. 
C) they can include cards or tear-off strips. 
D) they generally reach an upscale audience. 
E) they may utilize interactive technology. 
A) they can be seen over a relatively long time period. 
B) they are ideal for building high levels of frequency. 
C) they can include cards or tear-off strips. 
D) they generally reach an upscale audience. 
E) they may utilize interactive technology.

Question 20

Which of the following would NOT be a marketing advantage offered by out-home-advertising?

Accepted Answer

A) provides delayed brand awareness so customers are more comfortable with their shopping or buying decisions 
B) by extending basic advertising themes beyond traditional media, creates continuity for a brand or message 
C) is a point-of-purchase reminder to customers in the shopping and buying process 
D) offers a localized approach for national advertising campaigns 
E) can enhance direct-response offers by providing web addresses and telephone numbers 
A) provides delayed brand awareness so customers are more comfortable with their shopping or buying decisions 
B) by extending basic advertising themes beyond traditional media, creates continuity for a brand or message 
C) is a point-of-purchase reminder to customers in the shopping and buying process 
D) offers a localized approach for national advertising campaigns 
E) can enhance direct-response offers by providing web addresses and telephone numbers

Exam 12: Out-Of-Home Advertising

Outdoor advertising is rarely used as a stand-alone medium in a more general campaign.

A knowledgeable outdoor designer will know how to choose colors that create contrast in both hue and value.

The primary purpose of most posters is to reach:

The term outdoor advertising has been replaced by which term that reflects greater variety and the larger scope of this industry?

Outdoor advertising is ideal if an advertiser wants to:

Describe benefits that the computer/Internet already delivers to advertisers and media planners in the outdoor industry.

Since enactment of the Highway Beautification Act of 1965, the number of outdoor signs has risen from 400,000 to 1.2 million and continues to climb.

For which of the following would TAB NOT audit circulation?

Outdoor advertising works best when it is used to pursue broad, more general marketing objectives.

A standard poster pane measures:

Which is a characteristic of airport displays?

Whether a bleed or a 30-sheet poster, both use the same frame and are typical highway billboard types people have seen.

The audience for outdoor is called the:

Messages carried on billboards at no charge to local and national service projects are part of the outdoor industry's commitment to ________.

Perhaps as an effort to avoid regulatory problems associated with outdoor advertising, the revenue generated from shelter posters is often shared with municipal transit companies.

In terms of revenues, public familiarity, and long-term usage, the two basic forms of outdoor advertising are:

Which of the listed items is NOT an improved creative option for out-of-home advertising?

List the four major categories of outdoors advertising and give a few examples of each.

Interior signs, which are fitted into racks inside buses and subway cars, offer several advantages EXCEPT:

Which of the following would NOT be a marketing advantage offered by out-home-advertising?

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