Question 1

When a mobile communications service buys a basic bus,it means the service owner:

Accepted Answer

A)  has bought the entire bus. 
B)  has bought all the inside space on a group of buses. 
C)  expects a 100 percent reach. 
D)  has bought all the exterior space on one bus. 
E)  has bought a full showing. 
A)  has bought the entire bus. 
B)  has bought all the inside space on a group of buses. 
C)  expects a 100 percent reach. 
D)  has bought all the exterior space on one bus. 
E)  has bought a full showing.

Question 2

During a sales call,the Coats & Clark representative surprised the owner of 1001 Crafts Store with the gift of a tapestry basket for transporting knitting and crocheting projects.The bag was imprinted with the advertising slogan of a new type of synthetic yarn he wanted the store to carry.The tapestry bag is an example of:

Accepted Answer

A)  a continuity gift. 
B)  a premium. 
C)  a trade deal. 
D)  advertising specialty. 
E)  trade promotion. 
A)  a continuity gift. 
B)  a premium. 
C)  a trade deal. 
D)  advertising specialty. 
E)  trade promotion.

Question 3

What two traditional advertising media have been combined to form mobile billboards?

Accepted Answer

Mobile billboards ar

Question 4

Which of the following statements about packaging is true?

Accepted Answer

A)  Ad agencies are always involved in packaging decisions. 
B)  Environmentally safe packaging is actually cheaper to produce than packaging that is not recyclable. 
C)  Consumers respond to packaging intuitively, so package design can be as important as advertising in building a brand's image. 
D)  Buying packaging includes only research. 
E)  Packaging only serves as an advertising medium; it does not protect the product. 
A)  Ad agencies are always involved in packaging decisions. 
B)  Environmentally safe packaging is actually cheaper to produce than packaging that is not recyclable. 
C)  Consumers respond to packaging intuitively, so package design can be as important as advertising in building a brand's image. 
D)  Buying packaging includes only research. 
E)  Packaging only serves as an advertising medium; it does not protect the product.

Question 5

The ad promoting the six o'clock news on WSM,the NBC affiliate in Nashville,Tennessee is located on the side of one of the area's buses.This type of ad,which is usually varnished to make it weather-resistant,is called a(n):

Accepted Answer

A)  bus bulletin. 
B)  standard bus. 
C)  bus-o-rama. 
D)  outside poster. 
E)  junior panel. 
A)  bus bulletin. 
B)  standard bus. 
C)  bus-o-rama. 
D)  outside poster. 
E)  junior panel.

Question 6

The Yellow Pages are not an important advertising medium for national advertisers.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is NOT one of the four ways that packaging aids marketers?

Accepted Answer

A)  Information 
B)  Preservation 
C)  Protection 
D)  Distribution 
E)  Promotion 
A)  Information 
B)  Preservation 
C)  Protection 
D)  Distribution 
E)  Promotion

Question 8

In the outdoor advertising industry,the 3,000 local and regional plant operators around the nation are NOT responsible for:

Accepted Answer

A)  contracting with advertisers for poster rentals. 
B)  finding suitable locations for signs. 
C)  erecting the outdoor advertising structures. 
D)  leasing or buying the property on which the sign structures will be built. 
E)  finding appropriate manpower for the job. 
A)  contracting with advertisers for poster rentals. 
B)  finding suitable locations for signs. 
C)  erecting the outdoor advertising structures. 
D)  leasing or buying the property on which the sign structures will be built. 
E)  finding appropriate manpower for the job.

Question 9

A retailer for the Blackberry clothing store gave the owner a large centerpiece vase that has his company's logo.The vase exemplifies a(n):

Accepted Answer

A)  business-to-business specialty. 
B)  consumer promotion. 
C)  public relations activity. 
D)  inflationary hedge. 
E)  competitive defense. 
A)  business-to-business specialty. 
B)  consumer promotion. 
C)  public relations activity. 
D)  inflationary hedge. 
E)  competitive defense.

Question 10

A sporting equipment store wanted to buy all the inside space on a group of buses that carry riders between the city's recreation park and a cluster of middle-income neighborhoods.In other words,the retailer wanted to buy:

Accepted Answer

A)  total bus. 
B)  brand buses. 
C)  a transit monopoly. 
D)  controlled transit advertising. 
E)  basic bus. 
A)  total bus. 
B)  brand buses. 
C)  a transit monopoly. 
D)  controlled transit advertising. 
E)  basic bus.

Question 11

What are the three standardized outdoor structures forms?

Accepted Answer

Standardized structures come i

Question 12

What are take-ones?

Accepted Answer

A)  Business reply cards placed on interior transit ads. 
B)  Free samples given away at discount stores like Sam's. 
C)  Free menus given away by restaurants. 
D)  Another name for on-pack premiums. 
E)  Free shopping guides given away in buses, subways, and commuter train terminals. 
A)  Business reply cards placed on interior transit ads. 
B)  Free samples given away at discount stores like Sam's. 
C)  Free menus given away by restaurants. 
D)  Another name for on-pack premiums. 
E)  Free shopping guides given away in buses, subways, and commuter train terminals.

Question 13

As the operator of a moderately sized local business who has decided to advertise in the Yellow Pages,you will need to:

Accepted Answer

A)  create an ad as large as you can afford. 
B)  tell customers how to make the purchase, not why they should purchase from you. 
C)  be persuasive enough to convince people to visit your establishment. 
D)  design an ad at least one panel larger than any of your direct competitors' ads. 
E)  list specific prices. 
A)  create an ad as large as you can afford. 
B)  tell customers how to make the purchase, not why they should purchase from you. 
C)  be persuasive enough to convince people to visit your establishment. 
D)  design an ad at least one panel larger than any of your direct competitors' ads. 
E)  list specific prices.

Question 14

Recently,the producers of Desperate Housewives television show were paid a substantial amount of money to feature an automobile in one of its storylines.This would be an example of:

Accepted Answer

A)  image advertising. 
B)  product spillover. 
C)  product slotting. 
D)  specialty advertising. 
E)  product placement. 
A)  image advertising. 
B)  product spillover. 
C)  product slotting. 
D)  specialty advertising. 
E)  product placement.

Question 15

Some local advertisers get high-quality outdoor advertising at reduced rates by using ready-made 30 sheet poster panels called _____.To use this type of advertising,the local advertiser simply places its name in the appropriate spot.

Accepted Answer

A)  stock posters 
B)  junior panels 
C)  pint-sized bulletins 
D)  mini-bulletins 
E)  painted displays 
A)  stock posters 
B)  junior panels 
C)  pint-sized bulletins 
D)  mini-bulletins 
E)  painted displays

Question 16

A used car dealer wants to place inside cards over the door of the city's buses.To keep advertising costs down,the dealer can:

Accepted Answer

A)  insist on a full showing. 
B)  print different ads on both sides of the card and order the card reversed after 60 days to save paper and shipping charges. 
C)  get a refund if sales goals are not met. 
D)  share the advertising costs with a competitor. 
E)  call for fewer showings. 
A)  insist on a full showing. 
B)  print different ads on both sides of the card and order the card reversed after 60 days to save paper and shipping charges. 
C)  get a refund if sales goals are not met. 
D)  share the advertising costs with a competitor. 
E)  call for fewer showings.

Question 17

List five reasons why an advertiser would choose to use transit advertising instead of some other advertising medium.

Accepted Answer

The possible reasons would inc

Question 18

A _____ is a widely used form of outdoor advertising.It is sometimes called a standard billboard.

Accepted Answer

A)  terminal poster 
B)  painted bulletin 
C)  poster board 
D)  30-sheet poster panel 
E)  stock-poster panel 
A)  terminal poster 
B)  painted bulletin 
C)  poster board 
D)  30-sheet poster panel 
E)  stock-poster panel

Question 19

Trade shows are exhibitions where manufacturers,dealers,and buyers get together for demonstrations and discussion.

Accepted Answer

A) True 
 B)False

Question 20

The mobile billboard is a cross between billboards and transit advertising.

Accepted Answer

A) True 
 B)False

When a mobile communications service buys a basic bus,it means the service owner:

What two traditional advertising media have been combined to form mobile billboards?

Which of the following statements about packaging is true?

The ad promoting the six o'clock news on WSM,the NBC affiliate in Nashville,Tennessee is located on the side of one of the area's buses.This type of ad,which is usually varnished to make it weather-resistant,is called a(n):

The Yellow Pages are not an important advertising medium for national advertisers.

Which of the following is NOT one of the four ways that packaging aids marketers?

In the outdoor advertising industry,the 3,000 local and regional plant operators around the nation are NOT responsible for:

A retailer for the Blackberry clothing store gave the owner a large centerpiece vase that has his company's logo.The vase exemplifies a(n):

A sporting equipment store wanted to buy all the inside space on a group of buses that carry riders between the city's recreation park and a cluster of middle-income neighborhoods.In other words,the retailer wanted to buy:

What are the three standardized outdoor structures forms?

What are take-ones?

As the operator of a moderately sized local business who has decided to advertise in the Yellow Pages,you will need to:

Recently,the producers of Desperate Housewives television show were paid a substantial amount of money to feature an automobile in one of its storylines.This would be an example of:

Some local advertisers get high-quality outdoor advertising at reduced rates by using ready-made 30 sheet poster panels called _____.To use this type of advertising,the local advertiser simply places its name in the appropriate spot.

A used car dealer wants to place inside cards over the door of the city's buses.To keep advertising costs down,the dealer can:

List five reasons why an advertiser would choose to use transit advertising instead of some other advertising medium.

A _____ is a widely used form of outdoor advertising.It is sometimes called a standard billboard.

Trade shows are exhibitions where manufacturers,dealers,and buyers get together for demonstrations and discussion.

The mobile billboard is a cross between billboards and transit advertising.

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

When a mobile communications service buys a basic bus,it means the service owner:

What two traditional advertising media have been combined to form mobile billboards?

Which of the following statements about packaging is true?

The ad promoting the six o'clock news on WSM,the NBC affiliate in Nashville,Tennessee is located on the side of one of the area's buses.This type of ad,which is usually varnished to make it weather-resistant,is called a(n):

The Yellow Pages are not an important advertising medium for national advertisers.

Which of the following is NOT one of the four ways that packaging aids marketers?

In the outdoor advertising industry,the 3,000 local and regional plant operators around the nation are NOT responsible for:

A retailer for the Blackberry clothing store gave the owner a large centerpiece vase that has his company's logo.The vase exemplifies a(n):

A sporting equipment store wanted to buy all the inside space on a group of buses that carry riders between the city's recreation park and a cluster of middle-income neighborhoods.In other words,the retailer wanted to buy:

What are the three standardized outdoor structures forms?

What are take-ones?

As the operator of a moderately sized local business who has decided to advertise in the Yellow Pages,you will need to:

Recently,the producers of Desperate Housewives television show were paid a substantial amount of money to feature an automobile in one of its storylines.This would be an example of:

Some local advertisers get high-quality outdoor advertising at reduced rates by using ready-made 30 sheet poster panels called _____.To use this type of advertising,the local advertiser simply places its name in the appropriate spot.

A used car dealer wants to place inside cards over the door of the city's buses.To keep advertising costs down,the dealer can:

List five reasons why an advertiser would choose to use transit advertising instead of some other advertising medium.

A _____ is a widely used form of outdoor advertising.It is sometimes called a standard billboard.

Trade shows are exhibitions where manufacturers,dealers,and buyers get together for demonstrations and discussion.

The mobile billboard is a cross between billboards and transit advertising.

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