Unit 8: Review Questions

A billboard that states "Thomas Realty—A Name You Can Trust" would be regarded as: a. institutional advertising b. operational advertising c. specific advertising d. demand advertising

a. institutional advertising

The average real estate brokerage is likely to spend the greatest portion of its advertising dollars on: a. internet postings b. classified ads c. radio and television d. personal advertising

a. internet postings

Which promotion would have the lowest cost to the broker? a. press release b. yellow pages of a telephone directory c. billboard d. direct mail

a. press release

Currently, the largest portion of real estate advertising dollars are spent on: a. property magazines b. Internet postings c. billboards d. classified ads

b. Internet postings

What does the term logo refer to? a. your firm name b. an identifying design or symbol c. length of gross opportunity, which refers to the time span of attention generated by an ad d. none of these

b. an identifying design or symbol

Which of the following would be most costly per ad message? a. For Sale signs b. billboards c. blogs d. Internet

b. billboards

The AIDA approach does NOT include: a. attention b. demand c. interest d. action

b. demand

The MOST cost-effective advertising medium for selling a home likely would be: a. television b. the internet c. classified newspaper ads d. billboards

b. the internet

Which of the following statements regarding the truth-in-lending law is TRUE? a. Agents must advertise their principals' name b. If the agent advertises the APR, the agent must include all credit terms c. Bait-and-switch advertising is a federal offense d. None of these

c. Bait-and-switch advertising is a federal offense

The advertising acronym AIDA stands for: a. attention, interest, demand, action b. ask, interact, demonstrate, approve c. attention, interest, desire, action d. ask, inform, demonstrate, approve

c. attention, interest, desire, action

An advertiser with an extremely low advertising budget would most likely avoid: a. press releases b. For Sale signs c. billboards d. the internet

c. billboards

Blind ads are ads that fail to include: a. a price b. the address of property c. broker identification d. property specifics

c. broker identification

In advertising, the real estate agent should know that it is illegal to: a. include credit terms b. use abbreviations such as "Agt." or "Bro." instead of the name of the firm c. conceal the fact that the advertiser is an agent d. all of these

c. conceal the fact that the advertiser is an agent

In preparing display ads, a good advertiser should: a. eliminate as much white space in the ad as possible for maximum effect b. use different logos in different ads to avoid repetition c. use no more than two typefaces in an ad d. avoid using a serif typeface in the text

c. use no more than two typefaces in an ad

Which of the following statements regarding display advertising is TRUE? a. Ads in an outside column will generate more interest than ads in an inside column b. Inclusion of white space serves to emphasize a message c. Lowercase letters are easier to read than capital letters d. All of these

d. All of these

Which of the following statements regarding display advertising is TRUE? a. One large picture is generally more effective than several smaller pictures b. Most people read from the upper left to the lower right corner when looking at an ad c. More than two typefaces in an ad will likely have a negative effect on the ad d. All of these

d. All of these

Which statement is FALSE about display ads? a. Readers' eyes tend to move from upper left to lower right b. One large picture is generally more effective than several smaller ones c. Short words are easier to read than long words d. Capital letters are easier to read than lowercase letters

d. Capital letters are easier to read than lowercase letters

Personal advertising includes: a. name tags b. blog websites c. car signs d. all of these

d. all of these

A billboard reads, "Joe's Realty - Service Price County." The billboard would be considered: a. personal advertising b. specific advertising c. operational advertising d. institutional advertising

d. institutional advertising

Effective display ads should: a. use all capital letters b. use acronyms. c. use long sentences. d. use no more than two typefaces

d. use no more than two typefaces