Question 1

Which of the following is NOT considered an advantage of outdoor advertising?

Accepted Answer

A) Serves as a brand reminder 
B) Least expensive of all major media 
C) Directional medium 
D) Can reinforce a creative concept employed in other media 
E) Passive medium

Question 2

Discuss three advantages and three disadvantages of advertising in magazines.

Accepted Answer

The answer of Discuss three advantages and three disadvantages of...

Question 3

The primary advertising revenue for newspapers comes from local retail advertising and online advertising.

Accepted Answer

A) True 
 B)False

Question 4

Multimedia advertising is primarily a response to the reduced complexity of the media landscape.

Accepted Answer

A) True 
 B)False

Question 5

You are working at a summer job selling advertising space for the campus telephone directory.Some of the businesses you call on,even those that currently advertise in the directory,are reluctant because they don't see the benefit of advertising in this media vehicle.Provide some advantages of directory advertising that might help persuade these advertisers.

Accepted Answer

The answer of You are working at a summer job...

Question 6

MOVE is the acronym used for the recently developed eye-tracking-based measurement system for outdoor advertising.

Accepted Answer

A) True 
 B)False

Question 7

Transit advertising is mainly an urban advertising form that places ads on vehicles such as buses and taxis that circulate through the community.

Accepted Answer

A) True 
 B)False

Question 8

What is a major sustainability concern related to the use of out-of-home advertising?

Accepted Answer

A) Visual pollution 
B) Carbon emissions 
C) High cost 
D) Fair labour practices 
E) Biodegradable skins

Question 9

Which of the following statements regarding newspapers is FALSE?

Accepted Answer

A) Readers spend twice as much time with the Sunday edition as with the daily edition. 
B) Weekly papers appear in towns,suburbs and smaller cities where the volume of hard news and advertising is insufficient to support a daily newspaper. 
C) Advertisers typically choose newspapers for national reach. 
D) Weekly papers report local news in depth but tend to ignore national news,sports and similar subjects. 
E) National advertisers use local papers indirectly through advertising placed by local retailers,dealers and franchisers.

Question 10

A single or double page in a magazine can be broken into a variety of units called ________.

Accepted Answer

A) gatefolds 
B) gutter page space 
C) segments 
D) standard advertising units 
E) cut-outs
F) None of these

Question 11

What form of newspaper advertising is the dominant form,and can be any size and placed anywhere in the newspaper other than on the editor's page?

Accepted Answer

A) Classified 
B) Display 
C) Supplements 
D) Gatefolds 
E) Co-op

Question 12

Which of the following statements best explains why today's marketers are likely to use multimedia advertising?

Accepted Answer

A) Marketers see media primarily as a delivery system. 
B) The media landscape has become more complex. 
C) Over the years,consumers have used media in consistent ways. 
D) Television is no longer an attractive advertising medium. 
E) Most advertising has moved to the internet.

Question 13

The OMA Annual Report 2008 refers to AC Nielsen research that found 87% of people were either supportive of or neutral towards outdoor advertising.

Accepted Answer

A) True 
 B)False

Question 14

In contrast to print advertising,out-of-home advertising avoids issues of sustainability.

Accepted Answer

A) True 
 B)False

Question 15

For a retailer or entertainment venue,packaging can include the shopfront or interior design.

Accepted Answer

A) True 
 B)False

Question 16

What is the primary weakness of directories as an advertising medium?

Accepted Answer

A) Competitive clutter 
B) Long life 
C) Cannot be changed for months 
D) Expensive and provide a low return on investment 
E) Limited size,colour and format options

Question 17

The category of magazines most dominant in the Australian market is ________.

Accepted Answer

A) men's lifestyle 
B) food and entertainment 
C) motoring 
D) mass women's 
E) music and movies

Question 18

Carla works in a media agency.She receives a brief from one or her clients,Bunnings,the national hardware chain,to help with attracting new customers to their stores in the period leading up to the summer holidays when men have more time to work on home projects.Bunnings has a new print advertisement suitable for placement in newspapers and magazines.What are the five main steps Carla will need to work through to deliver the appropriate media placement?

Accepted Answer

The answer of Carla works in a media agency.She receives...

Question 19

The run-of-paper rate is ________ the preferred-position rate.

Accepted Answer

A) equal to 
B) higher than 
C) lower than 
D) the same as 
E) none of the above

Question 20

An advertiser might choose out-of-home advertising because:

Accepted Answer

A) it supplements a mass-media strategy 
B) it might act as a primary medium where the site is close to the product 
C) it is more prestigious than other forms of advertising 
D) all of the above 
E) both (a)and (b)

Exam 8: Print and Out-Of-Home Media

Which of the following is NOT considered an advantage of outdoor advertising?

Discuss three advantages and three disadvantages of advertising in magazines.

The primary advertising revenue for newspapers comes from local retail advertising and online advertising.

Multimedia advertising is primarily a response to the reduced complexity of the media landscape.

MOVE is the acronym used for the recently developed eye-tracking-based measurement system for outdoor advertising.

Transit advertising is mainly an urban advertising form that places ads on vehicles such as buses and taxis that circulate through the community.

What is a major sustainability concern related to the use of out-of-home advertising?

Which of the following statements regarding newspapers is FALSE?

A single or double page in a magazine can be broken into a variety of units called ________.

What form of newspaper advertising is the dominant form,and can be any size and placed anywhere in the newspaper other than on the editor's page?

Which of the following statements best explains why today's marketers are likely to use multimedia advertising?

The OMA Annual Report 2008 refers to AC Nielsen research that found 87% of people were either supportive of or neutral towards outdoor advertising.

In contrast to print advertising,out-of-home advertising avoids issues of sustainability.

For a retailer or entertainment venue,packaging can include the shopfront or interior design.

What is the primary weakness of directories as an advertising medium?

The category of magazines most dominant in the Australian market is ________.

The run-of-paper rate is ________ the preferred-position rate.

An advertiser might choose out-of-home advertising because: