Deck 13: Out-Of-Home, Direct-Mail, and Promotional Products

Question 1

One of the benefits offered by outdoor advertising is control of the ad's physical appearance.

Answer 1

False

Question 2

Cinema advertising includes lobby-based videos, sampling, special events, and concession-based promotions.

Answer 2

True

Question 3

The Highway Beautification Act of 1965 controls all outdoor advertising.

Answer 3

False

Question 4

One of the benefits of using transit advertising is long exposure.

Question 5

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

Question 6

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

Question 7

The most common form of out-of-home media is transit advertising.

Question 8

The high costs of painted bulletins could be overcome by rotating them to different locations in the market every few days.

Question 9

Large bulletin structures work best in places where traffic is heavy and visibility is good.

Question 10

The three basic forms of standardized structures are bulletins, 30-sheet poster panels, and junior panels.

Question 11

Outdoor advertising is a relatively new advertising medium.

Question 12

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

Question 13

One of the main reasons for the declining popularity of outdoor advertising is excessive ad clutter.

Question 14

Outdoor advertisers can use global positioning systems to determine the exact latitude and longitude of particular billboards.

Question 15

One of the benefits offered by outdoor advertising is geographic flexibility.

Question 16

Inside car-end posters are usually larger than inside cards.

Question 17

Transit ads cost more than any other medium.

Question 18

Billboards with all uppercase lettering are more readable than billboards with a mixture of upper- and lower-case letters.

Question 19

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

Question 20

Immersive advertising describes the integration of advertising into the message delivery mechanism so effectively that the product is promoted while the audience is being entertained.

Question 21

A _____ is an eight-sheet billboard that offers a panel surface of 6 feet high by 12 feet wide.

A) junior panel
B) pint-sized bulletin
C) thumbnail
D) baby bulletin
E) subordinate panel

Question 22

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

A) Quarterly reach
B) 100 showing
C) Monthly CPP
D) Target audience frequency
E) Share of market

Question 23

What does an outdoor advertiser buy when it buys a 100 showing?

A) It buys 100 panels for a specified period of time.
B) It pays 100 percent of the rate card price for as many panels as it chooses to utilize.
C) It has been guaranteed that 100 percent of the population will be exposed to its outdoor advertising daily.
D) It buys 100 percent of the billboards owned by that particular outdoor advertising company within the specified area.
E) It has its message displayed on as many panels as needed to provide a daily exposure equal to 100 percent of the market's population.

Question 24

The basic unit of sale for posters is 100 gross rating points daily. One rating point equals:

A) one percent of a particular market's population.
B) one market sample per billboard.
C) each individual in the market.
D) each household in the market.
E) each ad exposure per day.

Question 25

How can global positioning systems (GPS) influence the outdoor advertising purchased by a media buyer?

A) GPS can be used to determine the best locations for the billboards.
B) GPS can be used to identify the most effective marketing mix.
C) GPS can be used to increase traffic near billboard locations.
D) GPS can be used to locate sites for unused transit ads.
E) GPS can be used to find customers with smartphones.

Question 26

You have been hired to design a billboard for a golf tournament that will be a major fundraiser for the local Lion's Club. Which of the following would be best to include on the billboard?

A) A lightface font
B) Small illustrations
C) All uppercase typefaces
D) Alternating typeface thickness
E) Both upper- and lower-case letters

Question 27

Disadvantages of direct-mail advertising include its lack of selectivity, poor response rates, and negative image.

Question 28

Mailing lists can be tailored to reflect customer location, demographics, or psychographics.

Question 29

In Piccadilly Square in 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):

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

Question 30

Which of the following statements about outdoor advertising is most likely true?

A) Transit ads account for the largest percentage of outdoor advertising in metropolitan areas.
B) Outdoor advertising is used as a directional medium for tourists and other motorists.
C) Spending on outdoor advertising has declined significantly since 2010.
D) Outdoor advertising is not used outside the United States.
E) Outdoor advertising dates back to the 19^th century.

Question 31

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

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

Question 32

Guerrilla marketing refers to unwanted billboards along roads.

Question 33

As Kathy approached the Cartersville airport, she noticed an interstate billboard with a picture of two mangled cars that appeared to have rammed into each other. At the bottom of the billboard was the name of a brake repair service and its phone number. As she drove home from the Cartersville airport, she saw the same billboard but with a different advertiser's name and phone number. Kathy most likely saw a:

A) painted display.
B) junior panel.
C) stock poster.
D) repetitive billboard.
E) mobile billboard.

Question 34

Which of the following best explains why an advertiser should use outdoor advertising?

A) Outdoor advertising offers a low cost per exposure.
B) Outdoor messages are influenced by their environment.
C) Outdoor advertising involves minimal preparation and planning.
D) The audience demographics for outdoor ads are easy to measure.
E) Many locations are readily available for outdoor advertising because of low demand.

Question 35

The largest category for promotional items is writing instruments.

Question 36

Bulletin structures:

A) are most effective in spots where traffic is heavy and visibility is good.
B) are most effective when letters are in lightface rather than boldface.
C) are smaller than structures with eight-sheet posters.
D) are designed for short-term use only.
E) generally measure 8 by 12 inches.

Question 37

What is the most commonly used type of out-of-home media?

A) Airport advertising
B) Transit advertising
C) Bulletin structures
D) On-premise signage
E) Street furniture

Question 38

The heart of any direct-mail program is the mailing list because each list identifies a market segment.

Question 39

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

A) moving them to different choice locations every 2 to 3 months.
B) repainting and modifying the display 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 40

_____ is a type of outdoor advertising consisting of ready-made 30-sheet posters, available in any quantity and often featuring the work of first-class artists and lithographers.

A) Stock posters
B) Junior panels
C) Bulletins
D) Spectaculars
E) Standard billboards

Question 41

_____ are jumbo, full-color transparencies backlighted by fluorescent tubes and running the length of the bus.

A) Backlighted posters
B) Mobile bulletins
C) Bus-o-rama signs
D) Transit spectaculars
E) Mobile outside posters

Question 42

The owner of an organic grocery store wants to place inside cards over the doors of city buses. To keep advertising costs down, the store owner can most likely:

A) buy a full showing plus take-ones to cover the area.
B) print different ads on both sides of the card.
C) demand a refund if sales goals are not met.
D) invest in a brand train promotion.
E) print additional terminal posters.

Question 43

What are take-ones?

A) Free shopping guides given away in transit terminals
B) Business reply cards placed on interior transit ads
C) Free samples given away at discount stores
D) Free menus given away by restaurants
E) Another name for on-pack premiums

Question 44

_____ refers to the integration of advertising into the message delivery mechanism so efficiently that the product is being promoted while the audience is being entertained.

A) Product promotion
B) Subliminal advertising
C) Guerrilla marketing
D) Viral marketing
E) Immersive advertising

Question 45

When given a choice between buying advertising time on a locally televised gardening show and transit advertising, the owner of Lowe's Jewelry Store chose the television program because he had heard about the problem transit advertisers have with:

A) limited selectivity.
B) short ad exposure.
C) creative inflexibility.
D) low readership rates.
E) high maintenance costs.

Question 46

An 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):

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

Question 47

Which of the following statements about direct-mail advertising is most likely true?

A) Spending on direct mail has sharply declined due to rising postage rates.
B) Direct-mail advertising is the top-ranked advertising medium used today.
C) Direct-mail advertising offers firms a straight path to desired customers.
D) Business reply mail is the most common form of direct-mail advertising.
E) Direct-mail advertising is too costly for most local retail businesses.

Question 48

You are riding a bus in Spokane and see a sign advertising a local movie theater in the wall rack above one of the bus's windows. What kind of transit advertising is this?

A) Mobile panels
B) Mini-panel
C) Junior poster
D) Inside card
E) Mini-bulletins

Question 49

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

A) has bought the services of the transit system to distribute coupons.
B) has bought all the inside space on a group of buses.
C) expects a 100 percent reach for the advertising.
D) has bought all of the exterior space on one bus.
E) has bought a full showing.

Question 50

The owner of Second Sighting, a consignment clothing store, has purchased a full showing with the local bus company. What will the store owner most likely receive?

A) An ad placed in every transit shelter
B) A floor display in the main bus terminal
C) A discounted rate for outside posters on buses
D) A take-one display affixed to interior ads in buses
E) A card placed in every bus operated by the transit system

Question 51

An advertiser looking for an inexpensive advertising medium with creative flexibility, lengthy exposure, and high repetitive value, would most likely choose:

A) radio.
B) television.
C) direct mail.
D) newspapers.
E) transit advertising.

Question 52

Transit advertising is best described as:

A) a low-cost, out-of-home medium.
B) a medium with a high degree of status.
C) an ineffective medium for most national advertisers.
D) most effective if the target audience is upper-income consumers.
E) a cross between outdoor advertising and personal sales promotion.

Question 53

The _____ is the legislation that controls outdoor advertising on U.S. interstate 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 54

_____ is a cross between traditional billboards and transit advertising.

A) Advertainment
B) A mobile billboard
C) The full-showing panel
D) Variable-site advertising
E) On-board advertising

Question 55

In the food court of the Baybrook Galleria Shopping Center, napkin holders on each table have ads for different stores in the building, such as Sally's Shoes, TDX Sporting Goods, and HomeMart. Which term best describes this marketing tool?

A) Guerrilla advertising
B) Primary panels
C) Mall advertising
D) Mini-panels
E) Transit ads

Question 56

Joshua, a media buyer, has been instructed to buy billboards in Phoenix, San Antonio, Los Angeles, and Atlanta. His customer wants the billboards to be in areas where its target audience-Hispanic females-will most likely see it. Short of flying to each location and personally selecting a site, what can Joshua do to satisfy his customer?

A) He can use the annual billboard report issued by the American Advertising Association.
B) He can use a global positioning system (GPS).
C) He can use a national plant operator that provides a lifestyle location service.
D) He can use computer software associated with VALS2.
E) There is nothing he can do except fly to the cities and inspect each location personally.

Question 57

When an advertiser buys a total bus, ads will most likely:

A) appear on transit benches.
B) cover the interiors of many buses.
C) reach 100 percent market coverage.
D) cover the entire exterior space on a bus.
E) include a full showing at a discounted price.

Question 58

Which term refers to an out-of-home medium that includes bus and taxicab advertising?

A) Car-end posters
B) Advertising integration
C) Transportation advertising
D) Transit advertising
E) Geographic advertising

Question 59

Jekyll Island Dogs sells wieners from its 20 stores in the Greater Savannah area. The advertising manager of the organization has decided to contract with a local transit advertising firm to have its ads placed on bus shelters around the city. What is the name for this form of advertising?

A) Mobile advertising
B) Mini-panel advertising
C) Geographic advertising
D) Transit shelter advertising
E) Exhibitive advertising

Question 60

How do electronic display panels most likely benefit an advertiser?

A) Only the advertiser can change the display.
B) They are an inexpensive and flexible medium.
C) Their ability to eliminate selective perception makes their high costs worthwhile.
D) The transit authority must pay a premium price for the displays.
E) They are one of the oldest and most accepted forms of advertising.

Question 61

_____ are larger than folders and fold to a compact size for mailing.

A) House organs
B) Broadsides
C) Marquee folders
D) Statement stuffers
E) Gatefolds

Question 62

During a sales call, the Coats & Clark representative surprised the owner of The Thread Nook, a 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's owner to carry. The tapestry bag is an example of a(n):

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

Question 63

A drawback of using direct-mail advertising is that it:

A) relies too heavily on social and digital media for promotion.
B) prevents advertisers from controlling circulation and quality.
C) has the highest cost per exposure of any medium.
D) has limited coverage and reach capabilities.
E) achieves very low response rates.

Question 64

Inside Tanya's monthly statement from Tex-Oil was a leaflet for a portable air compressor. The advertisement for the air compressor is an example of a:

A) self-mailer.
B) house organ.
C) broadside.
D) statement stuffer.
E) public relations release.

Question 65

Each quarter, an organization that finds homes for greyhounds that can no longer race mails a newsletter to organization volunteers to let them know the current needs of the organization and how well adoption efforts are going. The newsletter is an example of a:

A) reprint.
B) catalog.
C) broadside.
D) house organ.
E) statement stuffer.

Question 66

The company's database of current, recent, and long-past customers as well as identified prospects comprises the _____ for direct-mail programs.

A) buyer directory
B) house list
C) mail-response list
D) compiled list
E) inquiry file

Question 67

To introduce interior decorators to its product line, Hanson Glassworks has decided to mail miniature reproductions of turn-of-the-century Tiffany lamps to all large design company owners, defined as more than $10 million in annual sales. Each handcrafted miniature lamp will cost Hanson almost $250 to buy and mail. What, if anything, is potentially wrong with this strategy?

A) The FTC forbids the giving of specialty items valued at more than $25.
B) The design company owners could perceive the miniature as a bribe.
C) The replica is being used as a premium.
D) Typically, gift recipients do not feel obligated to reciprocate.
E) There is nothing potentially wrong with this strategy.

Question 68

The most common form of direct-mail is the:

A) statement stuffer.
B) brochure.
C) self-mailer.
D) broadside.
E) sales letter.

Question 69

To increase the number of orders it receives from recipients of its direct-mail advertising, the maker of All-Natural Diet Products encloses a special envelope that customers can use to mail their orders without paying postage. This special envelope is an example of _____ mail.

A) fourth-class
B) priority
C) business reply
D) second-class
E) third-class

Question 70

A(n) _____ is 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) loyalty premium
B) long-term advertising message
C) continuity promotion
D) advertising specialty
E) take-one premium

Question 71

Jackson & Perkins Company is looking for potential customers to whom it may send its catalog of different varieties of roses. Which of the following lists would most likely provide Jackson & Perkins with the highest response rate?

A) A mail-response list of Park Rose Seed Company customers
B) A compiled list of residents of Milwaukee
C) A mail-response list of Cable Car Clothiers customers
D) A compiled list of home owners
E) A compiled list of Garden Club members

Question 72

Snapper, a manufacturer of lawn care equipment, gathers customer data by enclosing an owner registration form inside every product manual. New product owners are encouraged to complete the form and return it to Snapper. Snapper compiles this information into its database, which is best known as a(n):

A) buyer directory.
B) mail-response list.
C) house list.
D) inquiry file.
E) compiled list.

Question 73

_____ are reference books that list, describe, and often picture the products sold by a manufacturer, wholesaler, or retailer.

A) Statement stuffers
B) Compiled lists
C) House organs
D) Catalogs
E) Folders

Question 74

Which of the following statements about mailing lists is true?

A) The normal commission that a list broker pays to a list owner is 10 percent.
B) "Cleaning" occurs when a house list and a compiled list are merged into one.
C) Mail-order advertisers are unable to check the validity of a rented list.
D) The average mailing list changes by more than 40 percent per year.
E) Mailing lists should be updated every four years to maintain validity.

Question 75

Taylor received a brochure in the mail that promoted a low-cost insurance plan for retired teachers. It did not come in an envelope but was a single page, folded and stapled. Her address was written in a blank area on one side. This advertisement is an example of a:

A) broadside.
B) marketing avail.
C) self-mailer.
D) telemarketing form.
E) gatefold.

Question 76

A(n) _____ list is the house list of other direct-mail advertisers and they can be rented with a wide variety of demographic breakdowns.

A) demographic
B) compiled
C) in-house inquiry
D) outsourced inquiry
E) mail-response

Question 77

How does an advertising specialty differ from a premium?

A) Premiums are always emblazoned with the name of the company that gave them away; advertising specialties are not.
B) A premium is typically more valuable than an advertising specialty and usually bears no advertising message.
C) Advertising specialties are typically more expensive than premiums.
D) Advertising specialties are promotional items, but premiums are not.
E) Premiums are always free; advertising specialties are not.

Question 78

Which of the following is most likely an advantage of using direct-mail advertising?

A) Advertisers find that direct mail builds brand image with its prestige.
B) Advertisers can personalize direct mail to the needs of specific audiences.
C) Direct mail has a very low cost per exposure compared to other mediums.
D) Direct mail holds the interest of prospects without needing editorial content.
E) Direct mail can be efficiently and precisely delivered due to modern tracking.

Question 79

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

A) wearable.
B) loyalty prize.
C) marketing medium.
D) advertising specialty.
E) premium.

Question 80

Godwin Mailing can be hired by advertisers to stuff and seal envelopes, affix mailing labels, and prepare the envelopes for delivery to the postal service. Godwin Mailing is most likely a:

A) postal center facility.
B) merge-purge shop.
C) mailing broker.
D) letter shop.
E) bulk mail center.