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

Question 1

The poster panel is also known as the spectacular.

Answer 1

False
Explanation: The poster panel, also known as the standard billboard, is less costly per unit and is the basic outdoor advertising structure.

Question 2

The Highway Beautification Act of 1965 controls outdoor advertising on U.S.interstate highways and other federally subsidized highways.

Answer 2

True
Explanation: The Highway Beautification Act of 1965 controls outdoor advertising on U.S. interstate highways and other federally subsidized highways. It was enacted partly in response to consumer complaints that outdoor advertising was spoiling the environment. Over 700,000 billboards were removed by 1991, the year Congress banned the construction of new billboards on all scenic portions of interstate highways.

Question 3

Variations of bulletin structures include temperature units called digital displays.

Answer 3

False
Explanation: Some bulletin structures are three-dimensional or embellished by extensions (or cutouts) that stretch beyond the frames of the structure. Variations include cutout letters, backlighting, moving messages, and electronic time and temperature units called jump clocks.

Question 4

In some cities,advertisers gain complete domination by buying the total bus-all the inside space on a group of buses.

Question 5

To stop traffic,a booth at a trade show should be highly decorative.

Question 6

Around the globe,marketers use out-of-home advertising 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.

Question 7

Exhibitive media is a cross between traditional billboards and transit advertising.

Question 8

Packaging that requires exact folding and fitting is best supported by cost-effective packaging materials.

Question 9

In an integrated marketing communications program,outdoor advertising greatly enhances awareness of or reinforces the advertiser's core message with high frequency at a very reasonable cost.

Question 10

Bulletins,a type of outdoor advertising,are created as a whole and then hung on the billboard structure.

Question 11

The spectacular is less costly per unit and is the basic outdoor advertising structure.

Question 12

Location-based advertising will appear on consumer's smart phones when they are near a store that offers the advertised product.

Question 13

Designers change product packaging very gradually to avoid confusing consumers.

Question 14

Inside car-end posters,a type of transit advertising,are usually larger than inside cars,but sizes vary.

Question 15

A company's trade-show effort may be wasted if prospects' names are not collected and organized properly.

Question 16

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

Question 17

Bar coding technology allows materials to be tracked,posted,and authenticated,all by computer.

Question 18

Inside cards,a type of transit advertising,are printed on high-grade cardboard and often varnished for weather resistance.

Question 19

On-premise signs,a form of out-of-home media,provide good market coverage and are an organized medium.

Question 20

Rates for transit advertising are the same irrespective of the length and saturation of the showing and the size of the space.

Question 21

Which of the following is true of the outdoor advertising business?

A) The biggest outdoor advertisers are traditionally in the automotive industry.
B) Typically, the smaller the market, the larger the percentage of local advertisers.
C) Outdoor advertising companies in the United States are known as brand trains.
D) Outdoor advertising companies usually do the creative work for national advertisers.
E) Standardized outdoor advertising uses newspapers to deliver advertiser's message to markets around the world.

Question 22

Which of the following is true of junior posters?

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 23

A way to reach movie and television audiences is to pay a fee to have the product written into the movie or program.This is known as product placement.

Question 24

A premium,also known as an advertising specialty,bear an advertising message.

Question 25

Giant electronic signs that incorporate movement,color,and flashy graphics to grab attention in high-traffic areas are known as _____.

A) spectaculars
B) bulletin structures
C) stock posters
D) standard billboards
E) brand trains

Question 26

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

A) business newspapers
B) special messengers
C) scientifically located structures
D) the Internet
E) mail services

Question 27

Which of the following statements about outdoor advertising is true?

A) Outdoor advertising is broadly divided into print advertising and audio advertising.
B) Outdoor advertising enhances awareness of the advertiser's core message at a reasonable cost.
C) The company that owns the outdoor structures used for advertising is called an outdoor communications specialist.
D) Outdoor advertising is not appropriate for targeting motorists.
E) Outdoor advertising carries messages during specific periods of time only.

Question 28

Which of the following is true of poster panels?

A) Stock posters are the basic outdoor advertising structure.
B) A poster consists of only white panels with varied sizes and borders.
C) Its message is first printed at a lithography or screen plant on large sheets of paper, then mounted by hand on the panel.
D) Poster sizes are referred to in term of screens.
E) The poster sheets are mounted on a board with a total surface of 14 by 48 feet.

Question 29

Which of the following is true of out-of-home 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 30

A _____ offers a 5-by 11-foot printing area on a panel surface 6 feet high by 12 feet wide.

A) junior panel
B) stock poster
C) thumbnail
D) standard billboard
E) spectacular

Question 31

Which of the following is true of outdoor advertising structures?

A) Poster sizes are referred to in terms of lines.
B) Spectaculars are very expensive to produce and are found primarily in the world's largest cities.
C) Local advertisers get high-quality outdoor advertising at reduced cost by using spectaculars.
D) Bulletin structures work best for short-term use.
E) Manufacturers of grocery products tend to use standard billboards to keep costs low.

Question 32

Standardized outdoor advertising structures come in three basic forms.They are posters,eight-sheet posters,and _____.

A) mobile billboards
B) spectaculars
C) bulletins
D) 100-showing posters
E) exhibits

Question 33

An advertising specialty is a valuable promotional product that bears no advertising message.

Question 34

Local advertisers get high-quality outdoor advertising at reduced cost by using _____ posters.

A) upper case
B) eight-sheet
C) bulletin
D) 100 showing
E) stock

Question 35

_____,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.

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

Question 36

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

A) moving them to different choice locations in the market every 60 or 90 days.
B) repainting and modifying the display in the market 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 37

Some movie theater chains prohibit cinema advertising for fear of offending their audience.

Question 38

Which of the following is true of bulletin structures?

A) They are most effective in areas where traffic is heavy and visibility is good.
B) They do not carry painted or printed messages.
C) They are also known as eight-sheet posters.
D) They are designed for short-term use only.
E) They are created at the site of the billboard structure.

Question 39

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

Question 40

Which of the following characterizes stock posters?

A) Poor quality advertising
B) Posters with a total surface of 48 feet
C) High costs relative to poster panels
D) Features the work of first-class artists and lithographers
E) Electronic signs displaying text and graphic messages

Question 41

Outdoor companies use _____ to give the exact location of particular billboards using satellite technology.

A) global positioning systems
B) management information systems
C) electronic displays
D) brand trains
E) mobile billboards

Question 42

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

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

Question 43

In terms of buying transit advertising,a(n)_____ means that one card will appear in each vehicle in the system.

A) gross rating point
B) full showing
C) avail
D) spot
E) quarter-hour reach

Question 44

In transit advertising,_____ refer(s)to jumbo,full-color transparencies back lighted by fluorescent tubes and running the length of the bus.

A) total bus
B) spectaculars
C) bus-o-rama signs
D) basic bus
E) brand buses

Question 45

Which of the following statements is true of transit advertising?

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.

Question 46

Advertisers may also buy space on _____,generally for periods of 30 days,to display internally illuminated,two-sided posters positioned on the roofs.

A) terminal posters
B) inside cards
C) brand trains
D) basic bus
E) taxicab exteriors

Question 47

The _____ is a legislation that controls outdoor advertising on U.S.interstate highways and other federally subsidized highways.

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 48

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

A) Quarterly reach
B) 100 showing
C) Average quarter-hour share
D) Cume rating
E) Avails

Question 49

In terms of transit advertising,which of the following refers to take-ones?

A) Business reply cards affixed to interior ads for passengers to request more detailed information
B) Product samples given away at discount stores
C) Elaborate menus presented at restaurants with ads
D) Jumbo full-color pamphlets back lighted by fluorescent tubes
E) Free shopping guides given away in buses, subways, and commuter train terminals.

Question 50

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

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

Question 51

Which of the following holds true when an outdoor advertiser buys 100 gross rating points?

A) The advertiser has bought 100 percent of the billboards owned by that particular outdoor advertising company within a specified area.
B) The advertiser has been guaranteed that 100 percent of the population will be exposed to its outdoor advertising daily.
C) The advertiser has paid 100 percent of the rate card price for as many panels as it chooses to utilize.
D) The advertiser's message will appear on 100 posters.
E) The advertiser's message will appear on as many panels as needed to provide a daily exposure theoretically equal to the market's total population.

Question 52

Which of the following is true of transit shelter advertising?

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 53

_____,a type of transit advertising,are printed on high-grade cardboard and often varnished for weather resistance.They are most widely used on the side,rear,and front of a bus.

A) Terminal posters
B) Outside posters
C) Inside cards
D) Car-end posters
E) Bus exteriors

Question 54

Which of the following is true of transit shelter advertising?

A) It is restricted in business or residential areas of some countries.
B) It is allowed free of cost in cities with mass-transit systems.
C) It is extremely expensive as it is a relatively new out-of-home form of advertising.
D) It is an excellent complement to outdoor posters enabling total market coverage in a comprehensive outdoor program.
E) It involves paying a fee to have a product written into a movie or TV program.

Question 55

Which of the following forms of out-of-home media takes advantage of social networks?

A) mobile billboards
B) transit advertising
C) electronic display panels
D) location-based advertising
E) spectaculars

Question 56

Which of the following is a type of transit advertising?

A) Spectaculars
B) Junior posters
C) Standard billboards
D) Terminal posters
E) Product placement

Question 57

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

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

Question 58

Which of the following is true of transit advertising?

A) Transit advertising is not popular with local advertisers as they cannot tailor it to their own needs.
B) Transit advertising is considered a major medium by advertisers.
C) Transit shelter advertising is an outdated form of out-of-home advertising.
D) Transit advertising is a cost-effective way for marketers to reach a large audience of people.
E) Transit advertising is a basic form of standardized outdoor advertising.

Question 59

The _____,a type of transit advertising,is placed above the seats and luggage area in a wall rack.

A) terminal poster
B) taxicab exterior
C) outside poster
D) inside card
E) spectacular

Question 60

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

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

Question 61

Which of the following is true of a premium?

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 62

_____,an emerging media,refers to paying a fee to have the product written into a movie or program.

A) Image advertising
B) Product spillover
C) Advertising specialty
D) Premium
E) Product placement

Question 63

A(n)_____,a type of supplementary advertising media,is always given free as a goodwill item.

A) terminal poster
B) inside card
C) directory
D) advertising specialty
E) premium

Question 64

Which of the following statements about product packaging is true?

A) Ad agencies are always involved in packaging decisions.
B) As manufacturers continue to produce environmentally safe packaging, the marketer's cost of materials decreases.
C) Packaging design is as important as advertising because consumers respond to packaging intuitively.
D) After products are purchased, their packages have no role to play as they are discarded.
E) Packaging only serves as an advertising medium; it does not protect the product.

Question 65

Which of the following may be kept for years by consumers and may serve as continuous,friendly reminders of the advertiser's business?

A) Terminal posters
B) Advertising specialty items
C) Inside cards
D) Take-ones
E) Product placements

Question 66

A package design should be kept simple:

A) so that it can easily be changed as required by the IMC plan.
B) as a way to test the brand loyalty of its consumers.
C) to meet the requirements established by the Food and Drug Administration.
D) to reduce the cost of procuring packaging materials.
E) because packaging materials cannot support high-resolution printing.

Question 67

Which of the following is true of product packaging?

A) Once the product is purchased, the role of packaging is complete.
B) Packaging design is not as important as advertising in building a product's brand image.
C) Buying packaging material for products includes two major phases: investing and purchasing.
D) Packaging establishes or reinforces the brand's personality at the point of sale.
E) Packaging does not influence the product message.

Question 68

In transit advertising,which of the following holds true if an advertiser has bought a total bus?

A) The advertiser has bought an entire bus.
B) The advertiser has bought all the inside space on a group of buses.
C) The advertiser will obtain a 100 percent reach.
D) The advertiser has bought all the exterior space on a bus.
E) The advertiser has bought a full showing.

Question 69

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

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

Question 70

Advertising in movie theaters,known as _____,is becoming attractive to marketers although some movie-going audiences resent watching ads.

A) cinema advertising
B) product placement
C) premiums
D) ad pretesting
E) advertising specialty

Question 71

In terms of supplementary media,how does an advertising specialty differ from a premium?

A) Premiums are typically more valuable than an advertising specialty and usually bears no advertising message.
B) Unlike in advertisements, content is most important in premiums.
C) Advertising specialties are typically more expensive than premiums.
D) To get an advertising specialty, recipients must buy a product, send in a coupon, witness a demonstration, or perform some other action advantageous to the advertiser; whereas an advertising specialty is always given free as a goodwill item.
E) Advertising specialties are promotional items whereas premiums are not.

Question 72

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

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 73

Which of the following should be considered while planning the actual exhibits or trade-show booths?

A) Number of poster sheets
B) Complexities of shipping
C) Slotting fee
D) Expenses for repainting of bulletins
E) Expenses of spectaculars

Question 74

_____ encompasses the physical appearance of the container and includes design,color,shape,labeling,and materials.

A) Product preservation
B) Product packaging
C) Immersive advertising
D) Full showing
E) Spectacular

Question 75

Identify the correct statement regarding packaging.

A) Government agencies do not affect packaging design.
B) A state's packaging requirements may differ from the federal government's requirements in the United States.
C) As manufacturers continue to produce environmentally safe packaging, the marketer's cost of materials reduces.
D) The design of a package may be complex because typical packaging materials support high-resolution printing.
E) Ad agencies are usually involved in packaging decisions.

Question 76

Which of the following is true of product packaging?

A) Designers do not consider whether a product package communicates non-verbally.
B) Government agencies do not involve themselves in packaging decisions.
C) Ad agencies are usually involved in packaging decisions.
D) Once the purchase is completed, the role of packaging is complete.
E) As manufacturers continue to produce environmentally safe packaging, the marketer's cost of materials rises.

Question 77

_____,a type of out-of-home media,display text and graphic messages much like the big screens in sports stadiums.

A) Mobile billboards
B) Electronic signs
C) Inside cards
D) Junior posters
E) Terminal posters

Question 78

Which of the following is true of electronic signs?

A) Retail stores pay nothing for electronic signs and receive 25 percent of the advertising revenue.
B) It is an expensive medium for advertisers with respect to its reach.
C) It refers to a cross between traditional billboards and transit advertising.
D) It solely displays graphic messages and avoid text messages.
E) They are jumbo full-color transparencies back lighted by fluorescent tubes and running the length of a bus.

Question 79

A(n)_____ refers to a promotional product,usually imprinted with an advertiser's name,message,or logo,that is distributed free as part of a marketing communications program.

A) terminal poster
B) inside card
C) take-one
D) advertising specialty
E) premium

Question 80

The _____,a type of out-of-home media,was conceived as advertising on the sides of tractor-trailer trucks.

A) display panel
B) terminal poster
C) junior poster
D) mobile billboard
E) spectacular