Deck 12: Out-Of-Home Advertising

Question 1

One advantage to outdoor advertising for retail outlets is the:

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.

Answer 1

C

Question 2

Which of the following were among the top-10 outdoor advertisers in 2008?

A)Coors
B)ESPN
C)AT& T
D)Geico
E)Gillette

Answer 2

C

Question 3

The term outdoor advertising has been replaced by which term that reflects greater variety and the larger scope of this industry?

A)out-of-home advertising
B)broadside publication
C)kiosk
D)posted billing
E)external media

Answer 3

A

Question 4

Although traditional billboards are the primary source of out-of-home advertising revenues-accounting for 66 percent-categories include all of the following EXCEPT:

A)street furniture.
B)alternative outdoor.
C)transit.
D)stadiums.
E)gas pumps.

Question 5

The OAAA asks its members not to advertise their products within 500 feet of houses of worship, primary and secondary schools, and/or hospitals by the establishment of:

A)free-enterprise zones.
B)exclusionary zones.
C)smoke-free zones.
D)safe-haven zones.
E)media-free zones.

Question 6

Which of the listed items is NOT an improved creative option for out-of-home advertising?

A)hand-painted boards
B)building-size signs
C)vinyl surfaces for outdoor and transit
D)backlit dioramas
E)interactive and digital mobile media

Question 7

The Highway Beautification Act of 1965 is referred to as the:

A)Interstate Sign Bill.
B)Lady Bird Bill.
C)Pat's Bill.
D)Lady Jackie Bill.
E)Open Vistas Bill.

Question 8

Which of the following is true of outdoor advertising?

A)first of the narrowly targeted mass media
B)fast becoming the last of the truly mass media
C)last of the demassified media
D)first of the standardized mass media
E)a niche-focused mass media

Question 9

Which of the following has NOT contributed to the popularity of out-of-home advertising?

A)low cost to achieve high reach and frequency
B)advertiser diversification leading to an improved public image
C)modest replacement costs
D)increasingly mobile population
E)fragmentation of media

Question 10

Outdoor advertising is ideal if an advertiser wants to:

A)deliver a message to almost all adults in a geographic market with high frequency and at a very low cost per exposure.
B)convey a detailed message that can be easily understood at a low cost.
C)easily measure and compare audience data to other media.
D)deliver a complex message to a mass audience.
E)blend smoothly into any environment where it is located.

Question 11

As a form of promotion, which does NOT pertain to outdoor advertising?

A)is the oldest
B)was a popular means to post public notices in ancient Egypt
C)is used by local businesses for sales messages
D)is evidenced in Pompeii by wall paintings that advertised merchants
E)is very, very costly per exposure

Question 12

Early in the twentieth century, the modern era of outdoor advertising began when a mobile society was created with the introduction of the:

A)subway.
B)trains.
C)automobile.
D)omnibuses.
E)blimp.

Question 13

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

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

Question 14

Which of the following would NOT be considered as outdoor advertising?

A)broadsides announcing the Boston Tea Party
B)bulletin board announcements
C)prehistoric carvings on bronze and stone tablets
D)ancient Roman wall paintings in Pompeii
E)streetcar signs

Question 15

In the 1980s, the percentage of all billboards carrying tobacco messages was:

A)10 percent.
B)25 percent.
C)33 percent.
D)45 percent.
E)64 percent.

Question 16

In an effort to create a positive image in communities, the outdoor advertising industry:

A)adopted a voluntary code of principles.
B)made significant contributions to major political parties.
C)hired one of the most visible public relations agencies.
D)lobbied state legislators for more time to "clean up its act."
E)began to report offenders through a whistleblower plan.

Question 17

Which of the following was NOT among the top-10 outdoor advertisers in 2008?

A)Verizon Communications
B)General Electric Co.
C)McDonald's Corp.
D)Pepsi-Cola Co.
E)General Motors Corporation

Question 18

Which of the following would NOT be a marketing advantage offered by out-home-advertising?

A)provides delayed brand awareness so customers are more comfortable with their shopping or buying decisions
B)by extending basic advertising themes beyond traditional media, creates continuity for a brand or message
C)is a point-of-purchase reminder to customers in the shopping and buying process
D)offers a localized approach for national advertising campaigns
E)can enhance direct-response offers by providing web addresses and telephone numbers

Question 19

According to the OAAA, there are more than how many types of out-of-home media?

A)10
B)40
C)50
D)70
E)90

Question 20

Which of the following is a NOT primary marketing advantage common to out-of-home advertising?

A)can provide directions to local retailers
B)creates continuity for a brand or message
C)quickly builds brand awareness and reinforces existing ones
D)highly adaptable to any message or brand
E)has become less and less attractive to national advertisers

Question 21

In terms of revenues, public familiarity, and long-term usage, the two basic forms of outdoor advertising are:

A)kiosks and bus benches.
B)street furniture and wild postings.
C)handbills and wall art.
D)painted bulletins and posters.
E)scoreboards and parking meters.

Question 22

In outdoor advertising, a GRP normally is:

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 23

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

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 24

Which of the following is NOT likely to consider in an outdoor plan?

A)provision for network buying options
B)factoring in the law of supply-and-demand
C)conflicts of interest with local outdoor companies
D)reservation of space at least four months in advance
E)specification of precise, measurable objectives

Question 25

Advantages the computer and Internet offer outdoor advertisers, media planners, and the industry include all of the following EXCEPT:

A)ease of seeing how a poster will appear in actual location.
B)potential for a number of creative innovations.
C)near elimination of "riding the boards."
D)use of dynamic digital messages displayed on boards.
E)ability to see how drivers will respond to the message.

Question 26

A successful outdoor advertising plan requires a strategic marketing plan and effective execution of:

A)management element.
B)media element.
C)objective element.
D)exclusionary zoning.
E)establishing plants.

Question 27

Careful choice of color in outdoor advertising ensures:

A)congruence.
B)conciseness.
C)readability.
D)legibility.
E)mood creation.

Question 28

What is an advantage offered by the rotary bulletin?

A)can vary in size
B)can be moved around to provide maximum coverage in a market area
C)is placed in same location over 180 days
D)provides more penetration than a poster in multiple sites
E)its relatively low cost compared to posters

Question 29

The primary purpose of most posters is to reach:

A)the majority of a market quickly and inexpensively.
B)the majority of a market prior to product introduction.
C)the majority of the pedestrian market.
D)visual and aural learners.
E)large areas with pinpoint accuracy.

Question 30

For outdoor advertising, the most widely used form is the:

A)spectacular.
B)30-sheet poster.
C)painted bulletin.
D)8-sheet poster.
E)bus wraps.

Question 31

Which is NOT a point made by OAAA about designing outdoor advertising?

A)an opportunity to visually tell a story
B)a challenging communication task
C)It requires clarity and focus in the expression of the concept.
D)from a creative standpoint, the least enjoyable media to work in
E)an opportunity to surprise viewers with words or excite them with pictures

Question 32

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

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 33

An outdoor advertising vehicle that is one-of-a-kind, large, expensive, used in urban centers, and may include lighting or other types of ingenious material and innovations is a(n):

A)rotary bulletin.
B)spectacular.
C)illuminated bulletin.
D)8-sheet poster.
E)mega-wrap vinyl poster.

Question 34

A standard poster pane measures:

A)10 x 14 feet.
B)12 x 25 feet.
C)15 x 20 feet.
D)20 x 30 feet.
E)15 x 45 feet.

Question 35

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

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 36

Which of the following aspects of outdoor advertising may make providing reliable audience research data so challenging?

A)the lack of understanding the importance of sophisticated research techniques
B)an audience that is at home
C)an audience that is on the move
D)the speed at which each board is viewed
E)the resonance the image has

Question 37

If you were an advertiser buying an outdoor showing, which of the following would NOT be a question you'd likely ask?

A)How many are illuminated?
B)What is the number of displays?
C)Will it be vinyl-wrapped or paper?
D)What is the total circulation or exposure?
E)What are the monthly and per-panel costs?

Question 38

The audience for outdoor is called the:

A)daily effective circulation.
B)reach.
C)effective distribution.
D)exposure.
E)coverage.

Question 39

The challenge to create a picture with few words for people in fast-moving traffic to see at a distance is tough enough, but the ultimate challenge for outdoor advertising is to:

A)meet all those unique requirements of the medium in a way that moves customers to buy a product or service.
B)find the ideal location for the vehicle.
C)do so cheerfully.
D)deliver value to the marketplace and advertiser simultaneously.
E)appeal to multicultural and multilingual markets on a single board.

Question 40

The optimum number of words in a headline for outdoor should NOT exceed:

A)5.
B)7.
C)10.
D)12.
E)15.

Question 41

Interior signs, which are fitted into racks inside buses and subway cars, offer several advantages EXCEPT:

A)they can be seen over a relatively long time period.
B)they are ideal for building high levels of frequency.
C)they can include cards or tear-off strips.
D)they generally reach an upscale audience.
E)they may utilize interactive technology.

Question 42

Outdoor advertising is rarely used as a stand-alone medium in a more general campaign.

Question 43

One of the most creative alternative out-of-home projects was created by Procter & Gamble and set up at festivals and fairs to promote personal care products.

A)Lollypalooza
B)Pottypalooza
C)Pamperlooza
D)Polypalooza
E)PooPooalooza

Question 44

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.

Question 45

Outdoor advertising benefits from the growing audience fragmentation occurring in other media.

Question 46

Outdoor advertising works best when it is used to pursue broad, more general marketing objectives.

Question 47

Which is a characteristic of airport displays?

A)reach same audience as traditional transit advertising
B)tend to be monochromatic and backlit
C)Vinyl wraps are typical locations for messages.
D)fit an outdoor advertising type other than transit
E)intended to reach pedestrian traffic in a captive environment

Question 48

Out-of-home advertising combines the best features of magazines and cable TV in the way it provides one of the last opportunities to reach consumers prior to purchase.

Question 49

Although several high-profile national advertisers use out-of-home, it is still essentially a local vehicle.

Question 50

In 2008, expenditures for billboards constitute well over 75 percent of the out-of-home advertising industry revenues.

Question 51

If outdoor advertisers want to have a measure of communication effectiveness of outdoor advertising, they would use:

A)TAB.
B)OAAA.
C)Arbitron.
D)PRS.
E)PPM.

Question 52

Since enactment of the Highway Beautification Act of 1965, the number of outdoor signs has risen from 400,000 to 1.2 million and continues to climb.

Question 53

Most revenue in transit advertising is derived from:

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

Question 54

For which of the following would TAB NOT audit circulation?

A)8-sheet posters
B)truck advertising
C)30-sheet posters
D)a magazine with a bleed placement
E)shelter advertising displays

Question 55

Which of the following is NOT true of shelter advertising?

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 56

Andrew Jackson used the first commercial billboard in his campaign for president.

Question 57

Even if properly executed, outdoor advertising is an inexpensive way to gain immediate product visibility.

Question 58

Which is an advantage that transit advertising delivers to an advertiser that traditional outdoor does not?

A)builds brand awareness among people on the move
B)provides reminder messages to a mobile population
C)Exposure takes place in an environment where the audience has more time to read the message.
D)has a limited time to expose an audience to the message
E)self-selects low-income viewers

Question 59

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:

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

Question 60

A study commissioned by the OAAA about communication effectiveness showed overall that:

A)34 percent of subjects noticed outdoor signs.
B)outdoor signs can be effective in building brand recognition.
C)50 percent of people who noticed outdoor signs actually read the copy.
D)increased attention was not affected by the size of boards.
E)retention dropped off 5 percent for every word beyond six on a billboard.

Question 61

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.

Question 62

Because of the nature of the medium, copy for outdoor advertising must be concise.

Question 63

As the outdoor industry continues to appeal to national advertisers, it will become necessary to provide standardized audience data and research.

Question 64

One advantage that interior signs, called car-cards, offer advertisers is that they can be seen for a relatively long period of time, especially compared to most other outdoor vehicles.

Question 65

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

Question 66

Because zoning regulations are more favorable for smaller, eight-sheet posters, they can be used in cost-effective ways to reach various target audiences without expensive waste circulation.

Question 67

Digital-placed based media opportunities have actually shrunk because they are not cost efficient nor an ideal advertising delivery system.

Question 68

A knowledgeable outdoor designer will know how to choose colors that create contrast in both hue and value.

Question 69

The reason that outdoor advertising had been so often criticized was its promotion of ________, which exposed underage people to its message and tempted them to try the product.

Question 70

Messages carried on billboards at no charge to local and national service projects are part of the outdoor industry's commitment to ________.

Question 71

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

Question 72

The difference between buying a king-size poster and queen-size poster is essentially that your message appears on both sides of a bus when you purchase the queen-size poster.

Question 73

Shelter posters, a fast-growing medium in rural areas as well as metropolitan areas, are attractive to advertisers looking for a CPM in the tens of dollars range.

Question 74

The complementary nature of outdoor advertising is an overriding concern, because outdoor must reinforce the overall media schedule in a cost-efficient manner.

Question 75

Perhaps as an effort to avoid regulatory problems associated with outdoor advertising, the revenue generated from shelter posters is often shared with municipal transit companies.

Question 76

Whether a bleed or a 30-sheet poster, both use the same frame and are typical highway billboard types people have seen.

Question 77

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

Question 78

The most obvious and major advantage of outdoor advertising is its ________, which ironically creates a significant public relations problem.

Question 79

The main objective for exterior signs is to reach pedestrians and drivers, primarily during daylight hours.

Question 80

Describe benefits that the computer/Internet already delivers to advertisers and media planners in the outdoor industry.