Question 1

Why do experts refer to billboards as the "last mass medium?"

Accepted Answer

Now that TV viewers can choose from hundreds of channels,it has become increasingly difficult for national advertisers to tell their story to mass audiences.But there is still one medium that can carry their message 24 hours a day,seven days a week,without interruption.It is never turned off,zipped,zapped,put aside,or left unopened.For that reason,some experts refer to billboards as the last mass medium.

Question 2

Which of the following statements is true of transit advertising?

Accepted Answer

A)  Transit advertising is not useful for national marketers. 
B)  Standardization and better research have made transit advertising more attractive to national advertisers. 
C)  Local advertisers typically do not use transit advertising because they cannot tailor it to their own needs. 
D)  It is impossible to measure the reach or frequency of transit advertising. 
E)  Transit advertising is ineffective when used in conjunction with outdoor posters and bulletins. 
A)  Transit advertising is not useful for national marketers. 
B)  Standardization and better research have made transit advertising more attractive to national advertisers. 
C)  Local advertisers typically do not use transit advertising because they cannot tailor it to their own needs. 
D)  It is impossible to measure the reach or frequency of transit advertising. 
E)  Transit advertising is ineffective when used in conjunction with outdoor posters and bulletins. B

Question 3

How do advertisers conduct promotion on taxicab exteriors?

Accepted Answer

Advertisers may buy space on taxicab exteriors,generally for periods of 30 days,to display internally illuminated,two-sided posters positioned on the roofs.Some advertising also appears on the doors or rear of taxicabs.

Question 4

Which of the following is the term used for an emerging media that helps companies benefit from an association with top films and big-name actors?

Accepted Answer

A)  Yellow Pages 
B)  Directories 
C)  Specialty advertising 
D)  Product placement 
E)  Premiums 
A)  Yellow Pages 
B)  Directories 
C)  Specialty advertising 
D)  Product placement 
E)  Premiums

Question 5

Briefly describe bulletins as a type of outdoor advertising.

Accepted Answer

Where traffic is heavy and visibility is

Question 6

_____,a common form of out-of-home media,promote goods and services,or identify a place of business,on the property where the sign is located.

Accepted Answer

A)  Electronic signs 
B)  Bus-o-rama signs 
C)  Junior posters 
D)  On-premise signs 
E)  Poster panels 
A)  Electronic signs 
B)  Bus-o-rama signs 
C)  Junior posters 
D)  On-premise signs 
E)  Poster panels

Question 7

Which of the following is true of a premium?

Accepted Answer

A)  A premium is always given free as a goodwill item. 
B)  To get a premium, a recipient must perform some action advantageous to the advertiser. 
C)  A premium is less valuable than an advertising specialty. 
D)  A premium encompasses the physical appearance of the container and includes design, color, shape, labeling, and materials. 
E)  A premium includes product packaging and trade-show booths and exhibits. 
A)  A premium is always given free as a goodwill item. 
B)  To get a premium, a recipient must perform some action advantageous to the advertiser. 
C)  A premium is less valuable than an advertising specialty. 
D)  A premium encompasses the physical appearance of the container and includes design, color, shape, labeling, and materials. 
E)  A premium includes product packaging and trade-show booths and exhibits.

Question 8

The primary goal of a trade-show booth is to:

Accepted Answer

A)  create full showings. 
B)  meet qualified prospects face-to-face. 
C)  find out the effectiveness of its integrated marketing communications. 
D)  give its sales personnel experience away from the workplace. 
E)  gain competitive intelligence. 
A)  create full showings. 
B)  meet qualified prospects face-to-face. 
C)  find out the effectiveness of its integrated marketing communications. 
D)  give its sales personnel experience away from the workplace. 
E)  gain competitive intelligence.

Question 9

Which of the following is true of junior posters?

Accepted Answer

A)  They measure 14 by 48 feet, plus any extensions, and may carry either painted or printed messages. 
B)  They are typically concentrated in urban areas, where they can reach pedestrian as well as vehicular traffic. 
C)  They are three-dimensional or embellished by extensions that stretch beyond the frames of the structure. 
D)  They are giant electronic signs that incorporate movement, color, and flashy graphics to grab attention in high-traffic areas. 
E)  They use global positioning systems to give the exact location of the markets and the stores. 
A)  They measure 14 by 48 feet, plus any extensions, and may carry either painted or printed messages. 
B)  They are typically concentrated in urban areas, where they can reach pedestrian as well as vehicular traffic. 
C)  They are three-dimensional or embellished by extensions that stretch beyond the frames of the structure. 
D)  They are giant electronic signs that incorporate movement, color, and flashy graphics to grab attention in high-traffic areas. 
E)  They use global positioning systems to give the exact location of the markets and the stores.

Question 10

In terms of transit advertising,_____ refer(s)to all the inside space on a group of buses.

Accepted Answer

A)  total bus 
B)  brand trains 
C)  inside cards 
D)  bus-o-rama signs 
E)  basic bus 
A)  total bus 
B)  brand trains 
C)  inside cards 
D)  bus-o-rama signs 
E)  basic bus

Question 11

Which of the following is true of out-of-home media?

Accepted Answer

A)  On-premise signs are an organized advertising medium. 
B)  The most common form of out-of-home media is ATM advertising. 
C)  On-premise signs do not provide any kind of market coverage. 
D)  On-premise signs cannot help people find a place of business. 
E)  Standardized outdoor advertising and transit advertising are examples of unorganized media. 
A)  On-premise signs are an organized advertising medium. 
B)  The most common form of out-of-home media is ATM advertising. 
C)  On-premise signs do not provide any kind of market coverage. 
D)  On-premise signs cannot help people find a place of business. 
E)  Standardized outdoor advertising and transit advertising are examples of unorganized media.

Question 12

Which of the following is true of transit shelter advertising?

Accepted Answer

A)  It is an extremely expensive mode of outdoor advertising. 
B)  It involves buying space on bus shelters and on the backs of bus-stop seats. 
C)  It does not provide complete market coverage. 
D)  It is restricted in many countries in business and residential areas. 
E)  It involves paying a fee to have a product written into a movie or a TV program. 
A)  It is an extremely expensive mode of outdoor advertising. 
B)  It involves buying space on bus shelters and on the backs of bus-stop seats. 
C)  It does not provide complete market coverage. 
D)  It is restricted in many countries in business and residential areas. 
E)  It involves paying a fee to have a product written into a movie or a TV program.

Question 13

Designers change product packaging very gradually to avoid confusing consumers.

Accepted Answer

A) True 
 B)False

Question 14

_____ refer(s)to exhibitions where manufacturers,dealers,and buyers get together for demonstrations and discussions.

Accepted Answer

A)  Spectaculars 
B)  Trade shows 
C)  Specialty advertising 
D)  Product placement 
E)  Premiums 
A)  Spectaculars 
B)  Trade shows 
C)  Specialty advertising 
D)  Product placement 
E)  Premiums

Question 15

In the business-to-business specialty arena,companies use more structured promotions to improve their goodwill standing over competitors.

Accepted Answer

A) True 
 B)False

Question 16

Describe the standardization of the outdoor advertising business in the United States.

Accepted Answer

Standardized outdoor advertising uses sc

Question 17

_____ is/are a category of out-of-home media that includes bus and taxicab advertising.

Accepted Answer

A)  Product placement 
B)  Yellow Pages 
C)  Advertising specialty 
D)  Transit advertising 
E)  Premiums 
A)  Product placement 
B)  Yellow Pages 
C)  Advertising specialty 
D)  Transit advertising 
E)  Premiums

Question 18

Why should the design of a package be kept simple?

Accepted Answer

The package's design should be kept simp

Question 19

Variations of bulletin structures include temperature units called digital displays.

Accepted Answer

A) True 
 B)False

Question 20

Inside _____,a type of transit advertising,are usually larger than inside cards,but sizes vary.The end and side positions carry premium rates.

Accepted Answer

A)  terminal posters 
B)  taxicab exteriors 
C)  bus-o-rama signs 
D)  car-end posters 
E)  junior panels 
A)  terminal posters 
B)  taxicab exteriors 
C)  bus-o-rama signs 
D)  car-end posters 
E)  junior panels

Why do experts refer to billboards as the "last mass medium?"

Which of the following statements is true of transit advertising?

How do advertisers conduct promotion on taxicab exteriors?

Which of the following is the term used for an emerging media that helps companies benefit from an association with top films and big-name actors?

Briefly describe bulletins as a type of outdoor advertising.

_____,a common form of out-of-home media,promote goods and services,or identify a place of business,on the property where the sign is located.

Which of the following is true of a premium?

The primary goal of a trade-show booth is to:

Which of the following is true of junior posters?

In terms of transit advertising,_____ refer(s)to all the inside space on a group of buses.

Which of the following is true of out-of-home media?

Which of the following is true of transit shelter advertising?

Designers change product packaging very gradually to avoid confusing consumers.

_____ refer(s)to exhibitions where manufacturers,dealers,and buyers get together for demonstrations and discussions.

In the business-to-business specialty arena,companies use more structured promotions to improve their goodwill standing over competitors.

Describe the standardization of the outdoor advertising business in the United States.

_____ is/are a category of out-of-home media that includes bus and taxicab advertising.

Why should the design of a package be kept simple?

Variations of bulletin structures include temperature units called digital displays.

Inside _____,a type of transit advertising,are usually larger than inside cards,but sizes vary.The end and side positions carry premium rates.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

Relationship Building

Relationship Building

Filters

Exam 17: Using Out-Of-Home, Exhibitive, and Supplementary Media

Why do experts refer to billboards as the "last mass medium?"

Which of the following statements is true of transit advertising?

How do advertisers conduct promotion on taxicab exteriors?

Which of the following is the term used for an emerging media that helps companies benefit from an association with top films and big-name actors?

Briefly describe bulletins as a type of outdoor advertising.

_____,a common form of out-of-home media,promote goods and services,or identify a place of business,on the property where the sign is located.

Which of the following is true of a premium?

The primary goal of a trade-show booth is to:

Which of the following is true of junior posters?

In terms of transit advertising,_____ refer(s)to all the inside space on a group of buses.

Which of the following is true of out-of-home media?

Which of the following is true of transit shelter advertising?

Designers change product packaging very gradually to avoid confusing consumers.

_____ refer(s)to exhibitions where manufacturers,dealers,and buyers get together for demonstrations and discussions.

In the business-to-business specialty arena,companies use more structured promotions to improve their goodwill standing over competitors.

Describe the standardization of the outdoor advertising business in the United States.

_____ is/are a category of out-of-home media that includes bus and taxicab advertising.

Why should the design of a package be kept simple?

Variations of bulletin structures include temperature units called digital displays.

Inside _____,a type of transit advertising,are usually larger than inside cards,but sizes vary.The end and side positions carry premium rates.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

Relationship Building

Relationship Building

Filters