Question 1

The 40-sheet poster panel is less costly per unit and is the basic outdoor advertising structure.

Accepted Answer

A) True 
 B)False

Question 2

The most common form of out-of-home media are on-premise signs.

Accepted Answer

A) True 
 B)False

Question 3

When an advertiser buys a total bus,it:

Accepted Answer

A)  has bought an 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 a bus. 
E)  has bought a full showing.

Question 4

It is often advisable to change package designs gradually to avoid confusing consumers.

Accepted Answer

A) True 
 B)False

Question 5

How do advertisers extend the coverage of painted bulletins?

Accepted Answer

The answer of How do advertisers extend the coverage of...

Question 6

Another name for a premium is an advertising specialty.

Accepted Answer

A) True 
 B)False

Question 7

Standardized outdoor advertising uses _____ to deliver an advertiser's message to markets around the world.

Accepted Answer

A)  business newspapers 
B)  special messengers 
C)  scientifically located structures 
D)  the internet 
E)  billboards

Question 8

One,two,and three sheet _____ are used as advertising media in many bus,subway,and commuter train stations.

Accepted Answer

A)  geographic bulletins 
B)  primary panels 
C)  terminal posters 
D)  mini-panels 
E)  transportation bulletins

Question 9

In Piccadilly Square,London,TDK has a giant,elaborate,animated electronic sign that incorporates movements and flashy graphics to gain attention in a high-traffic area.This form of outdoor advertising is an example of a(n):

Accepted Answer

A)  spectacular. 
B)  vulgarity. 
C)  ornate panel. 
D)  fantasy bulletin. 
E)  extravaganza.

Question 10

Marketers around the globe use outdoor media to communicate a succinct message or image in the local language to a mass audience quickly and frequently at the lowest cost per thousand of any major medium.

Accepted Answer

A) True 
 B)False

Question 11

How can a global positioning system influence the outdoor advertising buy made by a media buyer?

Accepted Answer

A)  It can be used to verify the value of the billboard location. 
B)  It can be used to determine whether the advertiser needs to use sales promotions in a particular region. 
C)  It can be used to increase traffic in front of billboard locations. 
D)  It can be used to locate sites for unused transit advertising. 
E)  It can be used to find customers.

Question 12

The Highway Beautification Act of 1965 controls all outdoor advertising.

Accepted Answer

A) True 
 B)False

Question 13

Each year,Yates Exterminating Company gives its customers calendars with the business's address and phone number on the bottom of each page.This calendar is an example of a(n):

Accepted Answer

A)  long-term advertising message. 
B)  loyalty prize. 
C)  continuity promotion. 
D)  advertising specialty. 
E)  premium.

Question 14

The primary objective for exhibiting at 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 a vacation away from the workplace. 
E)  gain competitive intelligence.

Question 15

Bulletin structures:

Accepted Answer

A)  are most effective in spots where traffic is heavy and visibility is good. 
B)  do not carry painted or printed messages. 
C)  are smaller than structures with eight-sheet posters. 
D)  are designed for short-term use only. 
E)  are created at the site.

Question 16

Inside car-end posters are usually larger than inside cars,but sizes vary.

Accepted Answer

A) True 
 B)False

Question 17

What should be the primary goal of a trade-show booth?

Accepted Answer

The answer of What should be the primary goal of...

Question 18

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

Accepted Answer

A)  Product placement 
B)  Advertising integration 
C)  Transportation advertising 
D)  Transit advertising 
E)  Geographic advertising

Question 19

Touch of Beauty hair salon gave each of its customers a small bottle of lotion imprinted with the salon's name,address,and phone number.The bottle of lotion is an example of a(n):

Accepted Answer

A)  continuity advertising campaign. 
B)  advertising specialty. 
C)  on-site promotion. 
D)  sweepstakes prize. 
E)  take-one premium.

Question 20

The 30-sheet poster panel is sometimes referred to as the poster extravaganza.

Accepted Answer

A) True 
 B)False

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

The 40-sheet poster panel is less costly per unit and is the basic outdoor advertising structure.

The most common form of out-of-home media are on-premise signs.

When an advertiser buys a total bus,it:

It is often advisable to change package designs gradually to avoid confusing consumers.

How do advertisers extend the coverage of painted bulletins?

Another name for a premium is an advertising specialty.

Standardized outdoor advertising uses _____ to deliver an advertiser's message to markets around the world.

One,two,and three sheet _____ are used as advertising media in many bus,subway,and commuter train stations.

In Piccadilly Square,London,TDK has a giant,elaborate,animated electronic sign that incorporates movements and flashy graphics to gain attention in a high-traffic area.This form of outdoor advertising is an example of a(n) :

Marketers around the globe use outdoor media to communicate a succinct message or image in the local language to a mass audience quickly and frequently at the lowest cost per thousand of any major medium.

How can a global positioning system influence the outdoor advertising buy made by a media buyer?

The Highway Beautification Act of 1965 controls all outdoor advertising.

Each year,Yates Exterminating Company gives its customers calendars with the business's address and phone number on the bottom of each page.This calendar is an example of a(n) :

The primary objective for exhibiting at a trade-show booth is to:

Bulletin structures:

Inside car-end posters are usually larger than inside cars,but sizes vary.

What should be the primary goal of a trade-show booth?

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

Touch of Beauty hair salon gave each of its customers a small bottle of lotion imprinted with the salon's name,address,and phone number.The bottle of lotion is an example of a(n) :

The 30-sheet poster panel is sometimes referred to as the poster extravaganza.