Real Estate Practice, Edition 9, Chapter 8 Quiz
Which promotion would have the lowest cost to the broker?
Press release (It's a free ad.)
Which of the following statements regarding display advertising is TRUE?
All of these. 1) Ads in an outside column will generate more interest than ads in an inside column. 2) Lowercase letters are easier to read than capital letters. 3) Inclusion of white space serves to emphasize a message. (Attracts attention and is easy to read.)
Which of the following statements regarding display advertising is TRUE?
All of these. 1) One large picture is generally more effective than several smaller pictures. 2) Most people read from the upper left to the lower right corner when looking at an ad. 3) More than two typefaces in an ad will likely have a negative effect on the ad. (make message clear)
Which of the following statements regarding the truth-in-lending law is TRUE?
Bait-and-switch advertising is a federal offense. (Advertising a property that is not available and you won't sell so you can find buyers that you hope to switch to other properties.)
The best heading for a classified ad on a home would be
The most desirable feature (To catch the eye of buyers who desire that feature.)
The advertising acronym AIDA stands for
attention, interest, desire, action. (What a good ad should do.)
In real estate we have learned that
both it is best to advertise properties in areas or price ranges where other properties are also available and prospective buyers who respond to newspaper ads are likely to buy a property other than the property advertised. (Having the ability to switch property is important.)
In advertising a fixer-upper property
both the worse you make the property appear, the greater your response is likely to be and people are attracted to fixer-upper ads because they sense a bargain. (The opposite of most advertising.)
In advertising, the real estate agent should know that it is illegal to
conceal the fact that the advertiser is an agent. (But any indication, like "Agt.," meets the requirement.)
A billboard that states "Thomas Realty—A Name You Can Trust" would be regarded as
institutional advertising. (Sells the firm, not a specific property.)
