APRD 3/6

Some people describe out-of-home advertising as the last mass medium for which of the following reasons? (Select all that apply)

- It cannot be turned off, set aside, or left unopened. - It carries messages 24 hours a day.

Identify the drawbacks of using direct-mail in the media mix of a company.

- It has a high cost per thousand. - It is often perceived to be junk mail.

What are advantages of using OOH advertising? (Select all that apply)

- It has geographic flexibility. - It can be accessed 24 hours/day - It offers high frequency.

What are disadvantages of using OOH advertising?

- It has long lead times. - Its message is fleeting. - It is limited in where it can be placed.

Which statement is true about outdoor advertising?

- It is prohibited in Maine, Vermont, Hawaii, and Alaska. - It is regulated and administered through individual states' departments of transportation. - It is generally regarded as positive for business and useful to drivers.

Identify the characteristics of an effective offer. (Check all that apply.)

- It must offer some value to the prospects. - It must be specific.

Which are characteristics of digital signs? (Select all that apply)

- They can be automatically updated. - They generate substantial revenue.

Select the four main types of structures used in outdoor advertising.

- eight-sheet poster panels - bulletins - spectaculars - 30-sheet poster panels

What has made transit advertising more attractive to national advertisers? (Select all that apply)

- more statistical data - measured circulation - standardization

What has made transit advertising more attractive to national advertisers?

- standardization - measured circulation - more statistical data

What are the three basic components of direct-mail advertising?

- the creative package - the offer - the mailing list

Identify guidelines that advertisers must follow to increase the readability of outdoor copy. (Check all that apply.)

- use simple typefaces - increase kerning

One rating point of a 100 showing equals _____, in outdoor advertising.

1 percent of a market's total population

______ is the basic unit of sale for outdoor advertising like billboards or posters.

100 showing

_____ advertising is a type of out-of-home advertising that is attracting marketers, despite its controversial nature, because its audience cannot easily avoid exposure to video advertisements in this medium.

Cinema

_____ are the most important assets of a company, and are the key focus of a house list in direct-mail advertising.

Customers

_____ is a newly approved class of mail in the United States that allows direct-mail advertisers to deviate from standard shapes of mail within certain dimensions

Customized Market-Mail

_____ direct mail is a type of direct-mail advertising that uses three-dimensional shapes and unusual materials.

Dimensional

True or false: Direct-mail advertising is the least preferred form of advertising, as it requires a big budget and a lot of manual labor.

False

True or false: The largest bulletin structures work best in low traffic areas, especially for short-term use.

False

When buying transit advertising, advertisers can only choose between a full showing or a quarter showing.

False

A form of out-of-home advertising that Jay Conrad Levinson defines as achieving conventional goals through unconventional methods is known as

Guerrilla marketing

The _____ of 1965 was enacted in response to citizen complaints about the impact of outdoor advertising on the environment and created the legal framework governing outdoor advertising along the interstate and most highways.

Highway Beautification Act

_____ often take care of production and handling tasks related to direct-mail packaging, when advertisers choose not to do them internally.

Letter shops

_____ gives advertisers an opportunity to deliver their messages to millions of consumers in the mood to shop, while they are in a place they can shop.

Mall advertising

Useful or decorative articles of merchandise that are usually imprinted with a company's logo, brand, or message, which are used in marketing communications programs are called _____.

Promotional Products

_____ are enormous electronic signs that use color and movement to get attention in busy areas.

Spectaculars

Which statement about spectaculars is true?

They are very expensive to produce.

_____ is a category of out-of-home media that includes advertisements on buses, taxicabs, transit shelters, terminals, and subways.

Transit advertising

True or false: The term sheets originated in the days when printing presses were much smaller and it required many sheets to cover a poster panel.

True

While at a football game, Darius saw an ad for a local pizza parlor pop-up on the team's scoreboard. What type of advertising is being used in this example?

a digital sign

In the context of promotional products, imprinted promotional products that are distributed for free are known as _____.

advertising specialties

Compared to traditional billboards, digital billboards ______

are much less expensive

Compared to traditional billboards, digital billboards ______.

are much less expensive

The use of digital imagery to project 3-D images in public spaces is referred to as outdoor

augmented reality

A standard structure of outdoor advertising is the ______.

bulletin

Advertisers find that large _____ work best where traffic is heavy and visibility is good.

bulletin structures

Painted bulletins are very costly. How do advertisers overcome this negative factor?

by moving them to choice locations every couple of months.

A form of out-of-home advertising that includes on-screen advertising, commercials being shown before movie previews, concession-based promotions, and lobby-based videos is _____ advertising

cinema

Augmented reality relies on _____ to create 3-D experiences where potential consumers have incredibly immersive experiences in public spaces.

digital imaging and projections

The forms of advertising that are sent directly to prospective customers through a private, electronic, or government mail delivery service is referred to as _____.

direct-mail advertising

StoreBoard Media found that a novel location to place advertisements in malls, on the _____ of major retail chains, resulted in a 20% increase in product sales.

entryway security panels

A _____ in transit advertising indicates that one card will appear in each vehicle in the system

full showing

A _____ in transit advertising indicates that one card will appear in each vehicle in the system.

full showing

Sophisticated Blank______ that give the exact geographical location of specific boards using satellite technology are used by outdoor advertising companies.

global positioning systems (GPS)

Sophisticated ______ that give the exact geographical location of specific boards using satellite technology are used by outdoor advertising companies.

global positioning systems (GPS)

In a busy urban location, the side of a building is covered with a paint can that has been tipped over. The paint is made to look like it has spilled down the side of the building onto the sidewalk. What form of advertising has this paint company used?

guerrilla marketing

A(n) _____ is a type of direct-mail list that is a company's database of all its customers from past to present, as well as potential future customers.

house list

One of the advantages of transit shelter advertising is that it _____.

is extremely inexpensive

Programmatic advertising methods, whereby advertisers bid on audiences for digital out-of-home advertising, is an advantage to advertisers because Blank______.

it gives advertisers an assurance that they are paying efficient rates for their message

Manufacturers of grocery products, as well as many local advertisers, use smaller poster sizes known as _____.

junior posters

Typically used in urban areas, ____ offer a 5- by 11-foot printing area on a panel surface 6 feet high by 12 feet wide.

junior posters

In addition to making sure structures adhere to local building codes, plant operators also _____.

keep all the surrounding areas clean

The cost for transit advertising depends on the ______.

length and saturation of a showing

The vast majority of billboard advertisers are ______.

locally owned businesses

In outdoor advertising, like real estate, _____ is everything.

location

Advertisers often put too much time and money into the creative aspects of direct-mail, even though experts say the _____ is responsible for as much as 60% of successful mailings.

mailing list

An advantage of using OOH advertising lies in its ______.

message accessibility

A specially designed flatbed truck carrying a long billboard up and down busy roads is an example of a _____.

mobile billboard

The _____ is a cross between traditional billboards and transit advertising.

mobile billboard

In a direct-mail package, the _____ refers to the reward or incentive that motivates prospects to immediately respond to the mail by addressing their needs.

offer

The most common out-of-home media are _____ that promote goods and services on the property where they are located.

on-premise signs

Likely the first advertising medium, Blank______ advertising existed more than 5,000 years ago.

out-of-home

Outdoor advertising, advertising on buses and subways, and terminal advertising are examples of _____.

out-of-home media

Outdoor advertising companies that own and maintain outdoor advertising structures are called

plants

The market-to-market rates of locations vary considerably because of variations in _____.

property prices

Advertisers that want more market saturation should _____.

purchase better locations

Advertisers overcome the expense of painted bulletins by _____ them every 60 or 90 days

rotating

Advertisers overcome the expense of painted bulletins by _____ them every 60 or 90 days.

rotating

In the context of buying transit advertising, a showing is also known as a _____.

run

The most common form of direct mail is the ____ letter.

sales

Large advertisers compensate for the drawback of direct-mail pieces being perceived as junk mail by _____.

sending mails to qualified prospects

The recommended maximum number of words for outdoor copy is _____.

seven

Standard poster sizes are referred to in terms of _____.

sheets

The unit of purchase for transit advertising is a(n) _____.

showing

The Blank______ of the transit system is a primary reason for varying rates in transit advertising

size

The ______ of the transit system is a primary reason for varying rates in transit advertising.

size

The _____, also known as the standard billboard, is the most common form of outdoor advertising.

standard poster panel

Scientifically located structures are used to deliver an advertiser's message to markets around the world through _____.

standardized out-of-home advertising

Standard posters that are ready-made and available in any quantity, often featuring the work of first-class artists, are called _____.

stock posters

In outdoor advertising, a message will appear in enough places to provide a daily exposure that is theoretically equal to ______, when 100 gross rating points are bought.

the market's total population

Advertisers who advertise at bus shelters and on the backs of bus-stop benches use _____ advertising.

transit shelter

New technology such as global positioning systems has helped advertisers _____.

verify the value of an advertisement's location

Unlike sales letters, e-mails are often perceived as spam if they are not part of a(n) _____ campaign.

viral marketing

In direct-mail advertising, the printing cost per unit is inversely related to the _____

volume of direct-mail being printed

In direct-mail advertising, the printing cost per unit is inversely related to the _____.

volume of direct-mail being printed