Question 1

_____ are exhibitions where manufacturers,dealers,and buyers get together for demonstrations and discussions.

Accepted Answer

A)  Product expositions 
B)  Trade shows 
C)  Distribution shows 
D)  Distribution fairs 
E)  Product retrospectives 
A)  Product expositions 
B)  Trade shows 
C)  Distribution shows 
D)  Distribution fairs 
E)  Product retrospectives B

Question 2

Which of the following color combinations should you use to ensure contrast and readability at outdoor viewing distances for billboard advertising?

Accepted Answer

A)  Pink and orange 
B)  Blue and green 
C)  Violet and yellow 
D)  Orange and red 
E)  Lime green and lemon yellow 
A)  Pink and orange 
B)  Blue and green 
C)  Violet and yellow 
D)  Orange and red 
E)  Lime green and lemon yellow C

Question 3

What is the basic unit of sale for billboards?

Accepted Answer

The basic unit of sale for billboards,or posters,is 100 gross rating points daily,or a 100 showing.

Question 4

Planners for a trade-show booth or exhibit have to be particularly concerned with four major areas.List them.

Accepted Answer

Planning pivots on four major

Question 5

A media buyer has been instructed to buy billboards in Phoenix,San Antonio,Los Angeles,and Miami.His customer wants the billboards to be in areas where its target audience-Hispanic females-will most likely see it.Short of flying to each location and personally selecting a site,what can the media buyer do to satisfy his customer?

Accepted Answer

A)  The media buyer can use the annual billboard report issued by the American Advertising Association. 
B)  The media buyer can use a global positioning system. 
C)  The media buyer can use a national plant operator that provides a lifestyle-location service. 
D)  The media buyer can use computer software associated with VALS2. 
E)  There is nothing the media buyer can do except fly to the cities and inspect each location personally. 
A)  The media buyer can use the annual billboard report issued by the American Advertising Association. 
B)  The media buyer can use a global positioning system. 
C)  The media buyer can use a national plant operator that provides a lifestyle-location service. 
D)  The media buyer can use computer software associated with VALS2. 
E)  There is nothing the media buyer can do except fly to the cities and inspect each location personally.

Question 6

Terminal posters:

Accepted Answer

A)  are viewed as an inexpensive tool for promoting products in the decline stage of their product life cycle. 
B)  should only be used in areas that are frequented by lower-income urban consumers. 
C)  can be found in many buses, subways, and commuter train stations. 
D)  are also called transportation ads. 
E)  are frequently used when it is necessary to communicate large blocks of information to consumers. 
A)  are viewed as an inexpensive tool for promoting products in the decline stage of their product life cycle. 
B)  should only be used in areas that are frequented by lower-income urban consumers. 
C)  can be found in many buses, subways, and commuter train stations. 
D)  are also called transportation ads. 
E)  are frequently used when it is necessary to communicate large blocks of information to consumers.

Question 7

To introduce interior decorators to its product line,Hanson Glassworks has decided to mail miniature reproductions of turn-of-the-century Tiffany lamps to all large design company owners,defined as more than $10 million annual sales.Each handcrafted miniature lamp will cost the company almost $250 to buy and mail.What,if anything,is potentially wrong with this strategy?

Accepted Answer

A)  The FTC forbids the giving of specialty items valued at more than $25. 
B)  The design company owners could perceive the miniature as a bribe. 
C)  The replica is being used as a premium. 
D)  Typically, gift recipients do not feel obligated to reciprocate. 
E)  There is nothing potentially wrong with this strategy. 
A)  The FTC forbids the giving of specialty items valued at more than $25. 
B)  The design company owners could perceive the miniature as a bribe. 
C)  The replica is being used as a premium. 
D)  Typically, gift recipients do not feel obligated to reciprocate. 
E)  There is nothing potentially wrong with this strategy.

Question 8

The construction of trade-show booths and exhibits has become a major factor in sales promotion plans.

Accepted Answer

A) True 
 B)False

Question 9

Packaging serves marketers in only three major ways-protection,promotion,and information.

Accepted Answer

A) True 
 B)False

Question 10

Standardized structures come in three basic forms.They are 30-sheet posters,junior panels,and:

Accepted Answer

A)  mobile billboards. 
B)  transit signs. 
C)  bulletins. 
D)  100-showing posters. 
E)  exhibitive boards. 
A)  mobile billboards. 
B)  transit signs. 
C)  bulletins. 
D)  100-showing posters. 
E)  exhibitive boards.

Question 11

Which of the following is NOT an example of out-of-home media?

Accepted Answer

A)  Mall advertising 
B)  30-sheet posters 
C)  Product placements 
D)  Bulletins 
E)  Bus shelters 
A)  Mall advertising 
B)  30-sheet posters 
C)  Product placements 
D)  Bulletins 
E)  Bus shelters

Question 12

Painted bulletins are very costly,but some advertisers reduce this expense by:

Accepted Answer

A)  moving them to different choice locations every two to three months. 
B)  repainting and modifying the display every 30 days. 
C)  using a mobile outdoor structure. 
D)  co-opting the costs with plant operators. 
E)  using three-dimensional displays that break through clutter. 
A)  moving them to different choice locations every two to three months. 
B)  repainting and modifying the display every 30 days. 
C)  using a mobile outdoor structure. 
D)  co-opting the costs with plant operators. 
E)  using three-dimensional displays that break through clutter.

Question 13

Why has the normal unit price of advertising specialties selected by advertisers increased to the $3 to $5 range?

Accepted Answer

A)  There is a proliferation of advertising media. 
B)  Inflation has pushed the cost of all media upward. 
C)  People tend to associate the quality of a company with the quality of the specialty items it gives. 
D)  Retailers can abuse trade deals. 
E)  Over 80 percent of the advertisers in the United States depend on specialty advertising as their primary media vehicle. 
A)  There is a proliferation of advertising media. 
B)  Inflation has pushed the cost of all media upward. 
C)  People tend to associate the quality of a company with the quality of the specialty items it gives. 
D)  Retailers can abuse trade deals. 
E)  Over 80 percent of the advertisers in the United States depend on specialty advertising as their primary media vehicle.

Question 14

What is the most commonly used type of out-of-home media?

Accepted Answer

A)  Airport advertising 
B)  Transit advertising 
C)  Bulletin structures 
D)  On-premise signs 
E)  30-sheet poster panels 
A)  Airport advertising 
B)  Transit advertising 
C)  Bulletin structures 
D)  On-premise signs 
E)  30-sheet poster panels

Question 15

What does an outdoor advertiser buy when it buys a 100 showing?

Accepted Answer

A)  It is buying 100 percent of the billboards owned by that particular outdoor advertising company within the specified area. 
B)  It has been guaranteed that 100 percent of the population will be exposed to its outdoor advertising daily. 
C)  It is paying 100 percent of the rate card price for as many panels as it chooses to utilize. 
D)  It is buying 100 panels for a contract period of time. 
E)  It is having its message displayed on as many panels as needed to provide a daily exposure equal to 100 percent of the market's population. 
A)  It is buying 100 percent of the billboards owned by that particular outdoor advertising company within the specified area. 
B)  It has been guaranteed that 100 percent of the population will be exposed to its outdoor advertising daily. 
C)  It is paying 100 percent of the rate card price for as many panels as it chooses to utilize. 
D)  It is buying 100 panels for a contract period of time. 
E)  It is having its message displayed on as many panels as needed to provide a daily exposure equal to 100 percent of the market's population.

Question 16

The _____ is a legislation that controls outdoor advertising on U.S.interstate highways.

Accepted Answer

A)  Federal Trade Commission Act of 1934 
B)  Federal Communications Controls Act of 1971 
C)  Highway Beautification Act of 1965 
D)  Warren/Magnuson Highway Act of 1986 
E)  Environmental Protection Law of 1955 
A)  Federal Trade Commission Act of 1934 
B)  Federal Communications Controls Act of 1971 
C)  Highway Beautification Act of 1965 
D)  Warren/Magnuson Highway Act of 1986 
E)  Environmental Protection Law of 1955

Question 17

What is the source of most of the revenue for the Yellow Pages?

Accepted Answer

A)  The airplane industry 
B)  The computer industry 
C)  Automobile manufacturers 
D)  National advertisers 
E)  Local businesses 
A)  The airplane industry 
B)  The computer industry 
C)  Automobile manufacturers 
D)  National advertisers 
E)  Local businesses

Question 18

As Lauren approached the Rome airport,she noticed an interstate billboard with a picture of two mangled cars that appeared to have rammed into each other.At the bottom of the billboard was the name of a brake repair service and its phone number.As she drove home from the Denver airport,she saw the same billboard but with a different advertiser's name and phone number.Lauren most likely saw a:

Accepted Answer

A)  painted display. 
B)  billboard prepared and distributed by the floral trade association. 
C)  stock poster. 
D)  repetitive billboard. 
E)  mobile billboard. 
A)  painted display. 
B)  billboard prepared and distributed by the floral trade association. 
C)  stock poster. 
D)  repetitive billboard. 
E)  mobile billboard.

Question 19

What is the basic unit of sale for billboards or posters?

Accepted Answer

A)  Quarterly reach 
B)  100 showing 
C)  Monthly CPP 
D)  Target audience frequency 
E)  Share of market 
A)  Quarterly reach 
B)  100 showing 
C)  Monthly CPP 
D)  Target audience frequency 
E)  Share of market

Question 20

What is the difference between an advertising specialty and a premium?

Accepted Answer

The recipient of a premium must give the

_____ are exhibitions where manufacturers,dealers,and buyers get together for demonstrations and discussions.

Which of the following color combinations should you use to ensure contrast and readability at outdoor viewing distances for billboard advertising?

What is the basic unit of sale for billboards?

Planners for a trade-show booth or exhibit have to be particularly concerned with four major areas.List them.

Terminal posters:

The construction of trade-show booths and exhibits has become a major factor in sales promotion plans.

Packaging serves marketers in only three major ways-protection,promotion,and information.

Standardized structures come in three basic forms.They are 30-sheet posters,junior panels,and:

Which of the following is NOT an example of out-of-home media?

Painted bulletins are very costly,but some advertisers reduce this expense by:

Why has the normal unit price of advertising specialties selected by advertisers increased to the $3 to $5 range?

What is the most commonly used type of out-of-home media?

What does an outdoor advertiser buy when it buys a 100 showing?

The _____ is a legislation that controls outdoor advertising on U.S.interstate highways.

What is the source of most of the revenue for the Yellow Pages?

What is the basic unit of sale for billboards or posters?

What is the difference between an advertising specialty and a premium?

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters

Exam 16: Using Out-Of-Home, Exhibitive, and Supplementary Media

_____ are exhibitions where manufacturers,dealers,and buyers get together for demonstrations and discussions.

Which of the following color combinations should you use to ensure contrast and readability at outdoor viewing distances for billboard advertising?

What is the basic unit of sale for billboards?

Planners for a trade-show booth or exhibit have to be particularly concerned with four major areas.List them.

Terminal posters:

The construction of trade-show booths and exhibits has become a major factor in sales promotion plans.

Packaging serves marketers in only three major ways-protection,promotion,and information.

Standardized structures come in three basic forms.They are 30-sheet posters,junior panels,and:

Which of the following is NOT an example of out-of-home media?

Painted bulletins are very costly,but some advertisers reduce this expense by:

Why has the normal unit price of advertising specialties selected by advertisers increased to the $3 to $5 range?

What is the most commonly used type of out-of-home media?

What does an outdoor advertiser buy when it buys a 100 showing?

The _____ is a legislation that controls outdoor advertising on U.S.interstate highways.

What is the source of most of the revenue for the Yellow Pages?

What is the basic unit of sale for billboards or posters?

What is the difference between an advertising specialty and a premium?

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters