Question 1

Which of the following were among the top-10 outdoor advertisers in 2008?

Accepted Answer

A) Coors 
B) ESPN 
C) AT& T 
D) Geico 
E) Gillette 
A) Coors 
B) ESPN 
C) AT& T 
D) Geico 
E) Gillette

Question 2

One of the most creative alternative out-of-home projects was created by Procter & Gamble and set up at festivals and fairs to promote personal care products.

Accepted Answer

A) Lollypalooza 
B) Pottypalooza 
C) Pamperlooza 
D) Polypalooza 
E) PooPooalooza 
A) Lollypalooza 
B) Pottypalooza 
C) Pamperlooza 
D) Polypalooza 
E) PooPooalooza

Question 3

The reason that outdoor advertising had been so often criticized was its promotion of ________, which exposed underage people to its message and tempted them to try the product.

Accepted Answer

The answer of The reason that outdoor advertising had been...

Question 4

The complementary nature of outdoor advertising is an overriding concern, because outdoor must reinforce the overall media schedule in a cost-efficient manner.

Accepted Answer

A) True 
 B)False

Question 5

A study commissioned by the OAAA about communication effectiveness showed overall that:

Accepted Answer

A) 34 percent of subjects noticed outdoor signs. 
B) outdoor signs can be effective in building brand recognition. 
C) 50 percent of people who noticed outdoor signs actually read the copy. 
D) increased attention was not affected by the size of boards. 
E) retention dropped off 5 percent for every word beyond six on a billboard. 
A) 34 percent of subjects noticed outdoor signs. 
B) outdoor signs can be effective in building brand recognition. 
C) 50 percent of people who noticed outdoor signs actually read the copy. 
D) increased attention was not affected by the size of boards. 
E) retention dropped off 5 percent for every word beyond six on a billboard.

Question 6

Discuss broad strategic advantages that out-of-home advertising offers an advertiser.

Accepted Answer

Out-of-home advertising offers several b

Question 7

Because zoning regulations are more favorable for smaller, eight-sheet posters, they can be used in cost-effective ways to reach various target audiences without expensive waste circulation.

Accepted Answer

A) True 
 B)False

Question 8

List and briefly discuss some of the major changes or trends in the out-of-home Industry.

Accepted Answer

The out-of-home industry has seen severa

Question 9

Although traditional billboards are the primary source of out-of-home advertising revenues-accounting for 66 percent-categories include all of the following EXCEPT:

Accepted Answer

A) street furniture. 
B) alternative outdoor. 
C) transit. 
D) stadiums. 
E) gas pumps. 
A) street furniture. 
B) alternative outdoor. 
C) transit. 
D) stadiums. 
E) gas pumps.

Question 10

Outdoor advertising benefits from the growing audience fragmentation occurring in other media.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is true of outdoor advertising?

Accepted Answer

A) first of the narrowly targeted mass media 
B) fast becoming the last of the truly mass media 
C) last of the demassified media 
D) first of the standardized mass media 
E) a niche-focused mass media 
A) first of the narrowly targeted mass media 
B) fast becoming the last of the truly mass media 
C) last of the demassified media 
D) first of the standardized mass media 
E) a niche-focused mass media

Question 12

What is an advantage offered by the rotary bulletin?

Accepted Answer

A) can vary in size 
B) can be moved around to provide maximum coverage in a market area 
C) is placed in same location over 180 days 
D) provides more penetration than a poster in multiple sites 
E) its relatively low cost compared to posters 
A) can vary in size 
B) can be moved around to provide maximum coverage in a market area 
C) is placed in same location over 180 days 
D) provides more penetration than a poster in multiple sites 
E) its relatively low cost compared to posters

Question 13

Which of the following is a NOT primary marketing advantage common to out-of-home advertising?

Accepted Answer

A) can provide directions to local retailers 
B) creates continuity for a brand or message 
C) quickly builds brand awareness and reinforces existing ones 
D) highly adaptable to any message or brand 
E) has become less and less attractive to national advertisers 
A) can provide directions to local retailers 
B) creates continuity for a brand or message 
C) quickly builds brand awareness and reinforces existing ones 
D) highly adaptable to any message or brand 
E) has become less and less attractive to national advertisers

Question 14

Which of the following is NOT likely to consider in an outdoor plan?

Accepted Answer

A) provision for network buying options 
B) factoring in the law of supply-and-demand 
C) conflicts of interest with local outdoor companies 
D) reservation of space at least four months in advance 
E) specification of precise, measurable objectives 
A) provision for network buying options 
B) factoring in the law of supply-and-demand 
C) conflicts of interest with local outdoor companies 
D) reservation of space at least four months in advance 
E) specification of precise, measurable objectives

Question 15

Which of the following aspects of outdoor advertising may make providing reliable audience research data so challenging?

Accepted Answer

A) the lack of understanding the importance of sophisticated research techniques 
B) an audience that is at home 
C) an audience that is on the move 
D) the speed at which each board is viewed 
E) the resonance the image has 
A) the lack of understanding the importance of sophisticated research techniques 
B) an audience that is at home 
C) an audience that is on the move 
D) the speed at which each board is viewed 
E) the resonance the image has

Question 16

Because of the nature of the medium, copy for outdoor advertising must be concise.

Accepted Answer

A) True 
 B)False

Question 17

List the five important strategic issues that should be considered before creating outdoor advertising messages.

Accepted Answer

1. Target Audience: Before creating outd

Question 18

In 2008, expenditures for billboards constitute well over 75 percent of the out-of-home advertising industry revenues.

Accepted Answer

A) True 
 B)False

Question 19

The most obvious and major advantage of outdoor advertising is its ________, which ironically creates a significant public relations problem.

Accepted Answer

The answer of The most obvious and major advantage of...

Question 20

Out-of-home advertising combines the best features of magazines and cable TV in the way it provides one of the last opportunities to reach consumers prior to purchase.

Accepted Answer

A) True 
 B)False

Exam 12: Out-Of-Home Advertising

Which of the following were among the top-10 outdoor advertisers in 2008?

One of the most creative alternative out-of-home projects was created by Procter & Gamble and set up at festivals and fairs to promote personal care products.

The reason that outdoor advertising had been so often criticized was its promotion of ________, which exposed underage people to its message and tempted them to try the product.

The complementary nature of outdoor advertising is an overriding concern, because outdoor must reinforce the overall media schedule in a cost-efficient manner.

A study commissioned by the OAAA about communication effectiveness showed overall that:

Discuss broad strategic advantages that out-of-home advertising offers an advertiser.

Because zoning regulations are more favorable for smaller, eight-sheet posters, they can be used in cost-effective ways to reach various target audiences without expensive waste circulation.

List and briefly discuss some of the major changes or trends in the out-of-home Industry.

Although traditional billboards are the primary source of out-of-home advertising revenues-accounting for 66 percent-categories include all of the following EXCEPT:

Outdoor advertising benefits from the growing audience fragmentation occurring in other media.

Which of the following is true of outdoor advertising?

What is an advantage offered by the rotary bulletin?

Which of the following is a NOT primary marketing advantage common to out-of-home advertising?

Which of the following is NOT likely to consider in an outdoor plan?

Which of the following aspects of outdoor advertising may make providing reliable audience research data so challenging?

Because of the nature of the medium, copy for outdoor advertising must be concise.

List the five important strategic issues that should be considered before creating outdoor advertising messages.

In 2008, expenditures for billboards constitute well over 75 percent of the out-of-home advertising industry revenues.

The most obvious and major advantage of outdoor advertising is its ________, which ironically creates a significant public relations problem.

Out-of-home advertising combines the best features of magazines and cable TV in the way it provides one of the last opportunities to reach consumers prior to purchase.

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

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