Question 1

Most revenue in transit advertising is derived from:

Accepted Answer

A) exterior displays. 
B) airport wall wraps. 
C) interior displays. 
D) car-cards. 
E) kiosks. 
A) exterior displays. 
B) airport wall wraps. 
C) interior displays. 
D) car-cards. 
E) kiosks.

Question 2

OAAA contracted to use the Personal People Meter to conduct eye-tracking studies in order to determine the levels of outdoor visibility and the impact of that visibility.

Accepted Answer

A) True 
 B)False

Question 3

Despite the concerns of environmental and other activists, a number of research studies indicate that a majority of the public sees value in outdoor advertising, indicating that the positive aspects outweigh any negatives.

Accepted Answer

A) True 
 B)False

Question 4

Some major transit systems have even experimented with use of television and text-based messaging.

Accepted Answer

A) True 
 B)False

Question 5

GRP levels in markets of different size cannot be compared, except as a measure of advertising weight and intensity.

Accepted Answer

A) True 
 B)False

Question 6

In outdoor advertising, a GRP normally is:

Accepted Answer

A) determined by dividing the market population by the daily effective circulation. 
B) bought in units of 75 or 125. 
C) the measurement of the number of people reached once by a poster allotment. 
D) equal to five percent of the population. 
E) equal to 1 percent of the population. 
A) determined by dividing the market population by the daily effective circulation. 
B) bought in units of 75 or 125. 
C) the measurement of the number of people reached once by a poster allotment. 
D) equal to five percent of the population. 
E) equal to 1 percent of the population.

Question 7

A standardized sign that is three times larger than the standard poster and can be moved every 30, 60, or 90 days so consumers throughout the market see its advertising message is called a ________.

Accepted Answer

The answer of A standardized sign that is three times...

Question 8

Which of the following does NOT pertain to vinyl-wrapped posters?

Accepted Answer

A) use standard 30-sheet board 
B) retain color better than paper 
C) last longer than paper so contract periods can be longer 
D) are more expensive to produce than paper versions 
E) reduce the coverage area 
A) use standard 30-sheet board 
B) retain color better than paper 
C) last longer than paper so contract periods can be longer 
D) are more expensive to produce than paper versions 
E) reduce the coverage area

Question 9

Which of the following is NOT true of shelter advertising?

Accepted Answer

A) CPM is comparable to that of other forms of transit. 
B) generates extremely high frequency among commuters 
C) generates extremely low frequency among commuters 
D) viewed at eye-level and at considerably shorter distances than big boards 
E) provides 24-hour exposure without the clutter of competing media 
A) CPM is comparable to that of other forms of transit. 
B) generates extremely high frequency among commuters 
C) generates extremely low frequency among commuters 
D) viewed at eye-level and at considerably shorter distances than big boards 
E) provides 24-hour exposure without the clutter of competing media

Question 10

Today, the out-of-home industry does meaningful research in all of the areas below EXCEPT:

Accepted Answer

A) demographic segmentation information at the zip code level. 
B) ownership studies. 
C) eye movement studies. 
D) basic demographics. 
E) audited audience information. 
A) demographic segmentation information at the zip code level. 
B) ownership studies. 
C) eye movement studies. 
D) basic demographics. 
E) audited audience information.

Question 11

Some media in the out-of-home advertising category are more similar to ________ than to traditional advertising; the creation of Pottypalooza by Procter & Gamble is the perfect example of this.

Accepted Answer

The answer of Some media in the out-of-home advertising category...

Question 12

One advantage to outdoor advertising for retail outlets is the:

Accepted Answer

A) ease of delivering a sales message that details product features. 
B) image with activist individuals or groups. 
C) ability to serve as a reminder message when in proximity. 
D) overall acceptance by legislators. 
E) lack of clutter inherent in other media. 
A) ease of delivering a sales message that details product features. 
B) image with activist individuals or groups. 
C) ability to serve as a reminder message when in proximity. 
D) overall acceptance by legislators. 
E) lack of clutter inherent in other media.

Question 13

________ is the acronym for the organization established by the Outdoor Advertising Association of America (OAAA)to authenticate audience data.

Accepted Answer

The answer of ________ is the acronym for the organization...

Question 14

What might be a disadvantage in using 8-sheet poster?

Accepted Answer

A) rapidly builds brand awareness 
B) adds enormous reach and frequency to advertising plans at a modest cost 
C) Space and production costs are lower than traditional billboards. 
D) provides reminder messages for a brand 
E) typically used to support larger ad campaigns 
A) rapidly builds brand awareness 
B) adds enormous reach and frequency to advertising plans at a modest cost 
C) Space and production costs are lower than traditional billboards. 
D) provides reminder messages for a brand 
E) typically used to support larger ad campaigns

Question 15

According to your text, all of the following should be considered before creating outdoor advertising EXCEPT:

Accepted Answer

A) discussion of general guidelines. 
B) statement of clear objectives. 
C) definition of the target market. 
D) coordination of the buy. 
E) determination of specific measurable goals. 
A) discussion of general guidelines. 
B) statement of clear objectives. 
C) definition of the target market. 
D) coordination of the buy. 
E) determination of specific measurable goals.

Question 16

The category of out-of-home advertising displays described as providing "a public amenity, positioned at close proximity to pedestrians and shoppers for eye-level viewing, or at curbside to influence vehicular traffic" is:

Accepted Answer

A) taxi topper. 
B) bus wrap. 
C) baggage cart. 
D) street furniture. 
E) queen-sized transit posters. 
A) taxi topper. 
B) bus wrap. 
C) baggage cart. 
D) street furniture. 
E) queen-sized transit posters.

Most revenue in transit advertising is derived from:

OAAA contracted to use the Personal People Meter to conduct eye-tracking studies in order to determine the levels of outdoor visibility and the impact of that visibility.

Despite the concerns of environmental and other activists, a number of research studies indicate that a majority of the public sees value in outdoor advertising, indicating that the positive aspects outweigh any negatives.

Some major transit systems have even experimented with use of television and text-based messaging.

GRP levels in markets of different size cannot be compared, except as a measure of advertising weight and intensity.

In outdoor advertising, a GRP normally is:

A standardized sign that is three times larger than the standard poster and can be moved every 30, 60, or 90 days so consumers throughout the market see its advertising message is called a ________.

Which of the following does NOT pertain to vinyl-wrapped posters?

Which of the following is NOT true of shelter advertising?

Today, the out-of-home industry does meaningful research in all of the areas below EXCEPT:

Some media in the out-of-home advertising category are more similar to ________ than to traditional advertising; the creation of Pottypalooza by Procter & Gamble is the perfect example of this.

One advantage to outdoor advertising for retail outlets is the:

________ is the acronym for the organization established by the Outdoor Advertising Association of America (OAAA)to authenticate audience data.

What might be a disadvantage in using 8-sheet poster?

According to your text, all of the following should be considered before creating outdoor advertising EXCEPT:

The category of out-of-home advertising displays described as providing "a public amenity, positioned at close proximity to pedestrians and shoppers for eye-level viewing, or at curbside to influence vehicular traffic" is:

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

Exam 12: Out-Of-Home Advertising

Most revenue in transit advertising is derived from:

OAAA contracted to use the Personal People Meter to conduct eye-tracking studies in order to determine the levels of outdoor visibility and the impact of that visibility.

Despite the concerns of environmental and other activists, a number of research studies indicate that a majority of the public sees value in outdoor advertising, indicating that the positive aspects outweigh any negatives.

Some major transit systems have even experimented with use of television and text-based messaging.

GRP levels in markets of different size cannot be compared, except as a measure of advertising weight and intensity.

In outdoor advertising, a GRP normally is:

A standardized sign that is three times larger than the standard poster and can be moved every 30, 60, or 90 days so consumers throughout the market see its advertising message is called a ________.

Which of the following does NOT pertain to vinyl-wrapped posters?

Which of the following is NOT true of shelter advertising?

Today, the out-of-home industry does meaningful research in all of the areas below EXCEPT:

Some media in the out-of-home advertising category are more similar to ________ than to traditional advertising; the creation of Pottypalooza by Procter & Gamble is the perfect example of this.

One advantage to outdoor advertising for retail outlets is the:

________ is the acronym for the organization established by the Outdoor Advertising Association of America (OAAA)to authenticate audience data.

What might be a disadvantage in using 8-sheet poster?

According to your text, all of the following should be considered before creating outdoor advertising EXCEPT:

The category of out-of-home advertising displays described as providing "a public amenity, positioned at close proximity to pedestrians and shoppers for eye-level viewing, or at curbside to influence vehicular traffic" is:

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