Question 1

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

Accepted Answer

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 2

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

Accepted Answer

A) True 
 B)False

Question 3

_____, 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.

Accepted Answer

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

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

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

Question 6

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

Accepted Answer

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

Question 7

Which of the following is true of transit shelter advertising?

Accepted Answer

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 8

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

Accepted Answer

A) True 
 B)False

Question 9

What is meant by bus-o-rama signs?

Accepted Answer

The answer of What is meant by bus-o-rama signs?...

Question 10

Designers change product packaging very gradually to avoid confusing consumers.

Accepted Answer

A) True 
 B)False

Question 11

_____, 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.

Accepted Answer

A) Electronic signs 
B) Bus-o-rama signs 
C) Junior posters 
D) On-premise signs 
E) 30-sheet poster panels

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

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

Question 14

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

Accepted Answer

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

Question 15

Which of the following is true of outdoor advertising structures?

Accepted Answer

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 16

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

Accepted Answer

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 17

Which of the following is true of product packaging?

Accepted Answer

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 18

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.

Accepted Answer

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

Question 19

Which of the following is a type of transit advertising?

Accepted Answer

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

Question 20

The owner of a moderately sized local business has decided to advertise in the Yellow Pages. This advertiser will need to:

Accepted Answer

A) create an ad as graphical as he or she can afford. 
B) tell customers how to make the purchase and not why they should purchase. 
C) be persuasive enough to convince people to visit his or her establishment. 
D) design an ad at least one panel larger than any of his or her direct competitors' ads. 
E) avoid competition because the Yellow Pages logo is not trademarked.

Exam 16: Using Out-Of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising With Other Elements of Imc

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

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

_____, 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.

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

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

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

Which of the following is true of transit shelter advertising?

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

What is meant by bus-o-rama signs?

Designers change product packaging very gradually to avoid confusing consumers.

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

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

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

Which of the following is true of outdoor advertising structures?

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

Which of the following is true of product packaging?

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.

Which of the following is a type of transit advertising?

The owner of a moderately sized local business has decided to advertise in the Yellow Pages. This advertiser will need to: