Advertising Test CHAPTER 13
A _____ is an eight-sheet billboard that offers a panel surface of 6 feet high by 12 feet wide. A. junior poster B. pint-sized bulletin C. thumbnail D. baby bulletin E. subordinate panel
A
Bulletin structures A. are most effective in spots where traffic is heavy and visibility is good. B. are most effective when letters are in lightface rather than boldface. C. are smaller than structures with eight-sheet posters. D. are designed for short-term use only. E. generally measure 8 by 12 inches
A
How does GPS influence the outdoor advertising purchased by a media buyer? A. GPS can be used to determine the best locations for the billboards. B. GPS can be used to identify the most effective marketing mix. C. GPS can be used to increase traffic near billboard locations. D. GPS can be used to locate sites for unused transit ads. E. GPS can be used to find customers with smartphones
A
In Piccadilly Square in London, TDK has a giant, elaborate, animated electronic sign that incorporates movements and flashy graphics to gain attention in a high traffic area. This form of outdoor advertising is an example of a(n) A. spectacular. B. standard billboard. C. ornate panel. D. fantasy bulletin. E. extravaganza
A
Jackson & Perkins Company is looking for potential customers to whom it may send its catalog of different varieties of roses. Which of the following lists would most likely provide Jackson & Perkins with the highest response rate? A. a mail-response list of Park Rose Seed Company customers B. a compiled list of residents of Milwaukee C. a mail-response list of Cable Car Clothiers customers D. a compiled list of home owners E. a compiled list of Garden Club members
A
Painted bulletins are very costly, but some advertisers overcome this expense by A. moving them to different choice locations every two to three months. B. repainting and modifying the display every 30 days. C. using a mobile outdoor structure. D. co-opting the costs with plant operators. E. using three-dimensional displays that break through clutter.
A
The basic unit of sale for posters is 100 gross rating points daily. One rating point equals A. 1 percent of a particular market's population. B. one market sample per billboard. C. each individual in the market. D. each household in the market. E. each ad exposure per day
A
Transit advertising is best described as A. a low-cost, out-of-home medium. B. a medium with a high degree of status. C. an ineffective medium for most national advertisers. D. most effective if the target audience is upper-income consumers. E. a cross between outdoor advertising and personal sales promotion
A
When given a choice between buying advertising time on a locally televised gardening show and transit advertising, the owner of Lowe's Jewelry Store chose the television program because he had heard about the problem transit advertisers have with A. limited selectivity. B. short ad exposure. C. creative inflexibility. D. low readership rates. E. high maintenance costs
A
Which of the following best explains why an advertiser should use OOH advertising? A. OOH advertising offers a low cost per exposure. B. OOH messages are influenced by their environment. C. OOH advertising involves minimal preparation and planning. D. The audience demographics for OOH ads are easy to measure. E. Many locations are readily available for OOH advertising because of low demand
A
Which of the following is a type of OOH advertising consisting of ready-made posters, available in any quantity and often featuring the work of first-class artists and lithographers? A. stock posters B. junior panels C. bulletins D. spectaculars E. standard billboards
A
How does an advertising specialty differ from a premium? A. Premiums are always emblazoned with the name of the company that gave them away; advertising specialties are not. B. A premium is typically more valuable than an advertising specialty and usually bears no advertising message. C. Advertising specialties are typically more expensive than premiums. D. Advertising specialties are promotional items, but premiums are not. E. Premiums are always free; advertising specialties are not
B
Sit Happens is a local dog training company. At the start of each class, they give clients a free clicker, which is a training device, with the Sit Happens logo on it. This free clicker is an example of a(n) A. wearable. B. advertising specialty. C. loyalty prize. D. marketing medium. E. premium.
B
The company's database of current, recent, and long-past customers as well as identified prospects comprises the _____ for direct-mail programs. A. buyer directory B. house list C. mail-response list D. compiled list E. inquiry file
B
The owner of an organic grocery store wants to place inside cards over the doors of city buses. To keep advertising costs down, the store owner can most likely A. buy a full showing plus take-ones to cover the area. B. print different ads on both sides of the card. C. demand a refund if sales goals are not met. D. invest in a brand train promotion. E. print additional terminal posters.
B
What are take-ones? A. free shopping guides given away in transit terminals B. business reply cards placed on interior transit ads C. free samples given away at discount stores D. free menus given away by restaurants E. another name for on-pack premiums
B
What are the main benefits of digital display panels? A. Only the advertiser can change the display, allowing them to change ads based on performance. B. They are an inexpensive and flexible medium that can help transit systems in emergencies and entertain passengers. C. Their ability to eliminate selective perception makes their high costs worthwhile, and they finance themselves. D. The transit authority can monitor passengers for criminal behavior, passengers are safer, and they finance themselves through advertising. E. By identifying passengers through facial recognition, ads can be customized to individual's tastes
B
What is the basic unit of sale for billboards or posters? A. quarterly reach B. 100 showing C. monthly CPP D. target audience frequency E. share of market
B
When Reed College recruits new students, they will often send a personalized letter to candidates explaining Reed's unique education vision and include a special _____envelope to encourage them to reply and schedule a visit and interview. A. fourth-class B. business reply C. priority D. second-class E. third-class
B
When a mobile communications service buys a basic bus, it means the service owner A. has bought the services of the transit system to distribute coupons. B. has bought all the inside space on a group of buses. C. expects a 100 percent reach for the advertising. D. has bought all of the exterior space on one bus. E. has bought a full showing.
B
Which of the following is most likely an advantage of using direct-mail advertising? A. Advertisers find that direct mail builds brand image with its prestige. B. Advertisers can personalize direct mail to the needs of specific audiences. C. Direct mail has a very low cost per exposure compared to other mediums. D. Direct mail holds the interest of prospects without needing editorial content. E. Direct mail can be efficiently and precisely delivered due to modern tracking
B
_____ are larger than folders and fold to a compact size for mailing. A. House organs B. Broadsides C. Marquee folders D. Statement stuffers E. Gatefolds
B
_____ is a cross between traditional billboards and transit advertising. A. Advertainment B. A mobile billboard C. The full-showing panel D. Variable-site advertising E. On-board advertising
B
A Gap store in a local shopping center has ads for Coca-Cola, Crest, and Halls on the entryway security panel that keeps people from stealing merchandise by sounding an alarm. Which term best describes this marketing tool? A. guerrilla advertising B. primary panels C. mall advertising D. mini-panels E. transit ads
C
A designer has been assigned the task of creating a Mammoth Mountain, a ski resort. The concept has the billboard designed to look like a half-pipe, with a snowboarder launching over the billboard and the headline "Play big." Which of the following would be best for the font on the billboard? A. a lightface font B. tight kerning C. both upper and lowercase letters D. all uppercase typefaces E. alternating typeface thickness
C
A drawback of using direct-mail advertising is that it A. relies too heavily on social and digital media for promotion. B. prevents advertisers from controlling circulation and quality. C. has the highest cost per exposure of any medium. D. has limited coverage and reach capabilities. E. achieves very low response rates
C
A(n) _____ is a promotional product, usually imprinted with an advertiser's name, message, or logo, that is distributed free as part of a marketing communications program. A. loyalty premium B. long-term advertising message C. advertising specialty D. continuity promotion E. take-one premium
C
As Kathy approached the Cartersville airport, she noticed an interstate billboard with a picture of two mangled cars that appeared to have rammed into each other. At the bottom of the billboard was the name of a brake repair service and its phone number. As she drove home from the Cartersville airport, she saw the same billboard but with a different advertiser's name and phone number. Kathy most likely saw a A. painted display. B. junior panel. C. stock poster. D. repetitive billboard. E. mobile billboard
C
Taylor received a brochure in the mail that promoted a low-cost insurance plan for retired teachers. It did not come in an envelope but was a single page, folded and stapled. Her address was written in a blank area on one side. This advertisement is an example of a A. broadside. B. marketing avail. C. self-mailer. D. telemarketing form. E. gatefold.
C
The _____ is the legislation that controls outdoor advertising on U.S. interstate highways. A. Federal Trade Commission Act of 1934 B. Federal Communications Controls Act of 1971 C. Highway Beautification Act of 1965 D. Warren/Magnuson Highway Act of 1986 E. Environmental Protection Law of 1955
C
The owner of Second Sighting, a consignment clothing store, has purchased a full showing with the local bus company. What will the store owner most likely receive? A. An ad will be placed in every transit shelter for a month. B. A floor display will be put in the main bus terminal. C. A card will be placed in every bus operated by the transit system. D. A discounted rate for purchases will be listed on outside posters on a bus. E. A take-one display will be affixed to interior ads in buses
C
Which of the following are jumbo, full-color transparencies backlighted by fluorescent tubes and running the length of the bus? A. backlighted posters B. mobile bulletins C. bus-o-rama signs D. transit spectaculars E. mobile outside posters
C
Which of the following statements about direct-mail advertising is most likely true? A. Spending on direct mail has sharply declined due to rising postage rates. B. Direct-mail advertising is the top-ranked advertising medium used today. C. Direct-mail advertising offers firms the most direct path to desired customers. D. Business reply mail is the most common form of direct-mail advertising. E. Direct-mail advertising is too costly for most local retail businesses.
C
An ad promoting the six o'clock news on WSM, the NBC affiliate in Nashville, Tennessee, is located on the side of one of the area's buses. This type of ad, which is usually varnished to make it weather-resistant, is called a(n) A. bus bulletin. B. standard bus. C. bus-o-rama. D. outside poster. E. junior panel.
D
During a sales call, the Coats & Clark representative surprised the owner of The Thread Nook, a crafts store, with the gift of a tapestry basket for transporting knitting and crocheting projects. The bag was imprinted with the advertising slogan of a new type of synthetic yarn he wanted the store's owner to carry. The tapestry bag is an example of a(n) A. continuity gift. B. premium. C. trade deal. D. advertising specialty. E. trade promotion.
D
Each quarter, an organization that finds homes for greyhounds that can no longer race mails a newsletter to organization volunteers to let them know the current needs of the organization and how well adoption efforts are going. The newsletter is an example of a A. reprint. B. catalog. C. broadside. D. house organ. E. statement stuffer.
D
Godwin Mailing can be hired by advertisers to stuff and seal envelopes, affix mailing labels, and prepare the envelopes for delivery to the postal service. Godwin Mailing is most likely a A. postal center facility. B. merge-purge shop. C. mailing broker. D. letter shop. E. bulk mail center.
D
In order to address consumer criticisms that their catalogs were simply more landfill fodder, L.L. Bean began printing them on recycled paper. Still, ____ are an increasingly widespread con of direct-mail advertising. A. de-inking facilities B. premium catalogs C. selective consumers D. environmental concerns E. personal attitudes
D
Inside Tanya's monthly statement from Tex-Oil was a leaflet for a portable air compressor. The advertisement for the air compressor is an example of a A. self-mailer. B. house organ. C. broadside. D. statement stuffer. E. public relations release.
D
Taryn is a media buyer who has been asked to determine the best areas in Montana, South Dakota, North Dakota, and Wyoming to target billboards where Native Americans might see them. How can Taryn find the best place to position these billboards? A. She can use the annual billboard report issued by the American Advertising Association. B. She can use a national plant operator that provides a lifestyle location service. C. She can use Google Maps to examine the locations. D. She can use a global positioning system (GPS) and sophisticated software. E. There is nothing she can do except fly to each state and inspect each location personally.
D
What is the most commonly used type of out-of-home media? A. airport advertising B. transit advertising C. bulletin structures D. on-premise signage E. street furniture
D
When an advertiser buys a total bus, ads will most likely A. appear on transit benches. B. cover the interiors of many buses. C. reach 100 percent market coverage. D. cover the entire exterior space on a bus. E. include a full showing at a discounted price.
D
When you hop off the subway in New York and head out onto the street, you're surprised to find a giant steaming cup of coffee in the middle of the road. In fact, it's a manhole cover that's been converted to look like a cup of coffee in a(n) _____ ad for Folgers. A. mobile B. mini-panel C. geographic D. guerilla E. augmented reality
D
Which of the following is the widely used form of OOH advertising sometimes called a standard billboard? A. a terminal poster B. a painted bulletin C. poster board D. a standard poster panel E. a stock-poster panel
D
Which of the following statements about mailing lists is true? A. The normal commission that a list broker pays to a list owner is 10 percent. B. "Cleaning" occurs when a house list and a compiled list are merged into one. C. Mail-order advertisers are unable to check the validity of a rented list. D. The average mailing list changes by more than 40 percent per year. E. Mailing lists should be updated every four years to maintain validity.
D
Which term refers to an out-of-home medium that includes bus and taxicab advertising? A. car-end posters B. advertising integration C. auto advertising D. transit advertising E. geographic advertising
D
You are riding a bus in Spokane and see a sign advertising a local movie theater in the wall rack above one of the bus's windows. What kind of transit advertising is this? A. mobile panels B. mini-panel C. junior poster D. inside card E. mini-bulletins
D
_____ are reference books that list, describe, and often picture the products sold by a manufacturer, wholesaler, or retailer. A. Statement stuffers B. Compiled lists C. House organs D. Catalogs E. Folders
D
A(n) _____ list is the house list of other direct-mail advertisers. They can be rented with a wide variety of demographic breakdowns. A. demographic B. compiled C. in-house inquiry D. outsourced inquiry E. mail-response
E
An advertiser looking for an inexpensive advertising medium with creative flexibility, lengthy exposure, and high repetitive value, would most likely choose A. radio. B. television. C. direct mail. D. newspapers. E. transit advertising.
E
General Electric always includes an owner registration form with its products. It asks customers for their names, addresses, phone numbers, birth days, income, as well as various other questions. If the consumer returns the registration, General Electric can then sell the information and use it for their own A. buyer directory. B. mail-response list. C. inquiry file. D. compiled list. E. house list.
E
OOH advertising A. in metropolitan areas is most largely represented by transit ads. B. saw expenditures decline significantly from 2014 to 2015. C. is not used outside the United States. D. dates back to the 1800s. E. is used as a directional medium for motorists.
E
The most common form of direct-mail is the A. statement stuffer. B. brochure. C. self-mailer. D. broadside. E. sales letter.
E
What does an outdoor advertiser buy when it buys a 100 showing? A. It has been guaranteed that 100 percent of the population will be exposed to its outdoor advertising daily until there is a 10 percent return. B. It buys 100 panels for a specified period of time, usually 100 days. C. It pays 100 percent of the rate card price for as many panels as it chooses to utilize. D. It buys 100 percent of the billboards owned by that particular outdoor advertising company within the specified area for 100 days. E. It has its message displayed on as many panels as needed to provide a daily exposure equal to 100 percent of the market's population
E
_____ refers to the integration of advertising into the message delivery mechanism so efficiently that the product is being promoted while the audience is being entertained. A. Product promotion B. Subliminal advertising C. Guerrilla marketing D. Viral marketing E. Immersive
E
T/F A great example of guerilla marketing was an augmented reality campaign by National Geographic that brought commuters face-to-face with digitally projected 3-D raptors.
False
T/F Bags are by far the largest category of promotional items.
False
T/F Billboards with all uppercase lettering are more readable than billboards with a mixture of upper and lowercase letters.
False
T/F Disadvantages of direct-mail advertising include its lack of selectivity, poor response rates, and negative image.
False
T/F In some cities, advertisers gain complete domination by buying a total bus, meaning all the inside space on a fleet of buses.
False
T/F One of the benefits offered by outdoor advertising is control of the ad's physical appearance.
False
T/F One of the main reasons for the declining popularity of OOH advertising is excessive ad clutter.
False
T/F Out-of-home (OOH) advertising a new and exciting medium for advertisers that involves erecting giant visual displays along highways, on buildings in busy areas, and sometimes on storefronts.
False
T/F The Highway Beautification Act of 1965 controls all OOH.
False
T/F The most common form of out-of-home media is transit advertising.
False
T/F The standard poster panel is more commonly know as the stock reach bulletin.
False
T/F Transit ads cost more than any other medium.
False
T/F Cinema advertising includes lobby-based videos, sampling, special events, and concession-based promotions.
True
T/F Immersive advertising describes the integration of advertising into the message delivery mechanism so effectively that the product is promoted while the audience is being entertained.
True
T/F Inside car-end posters are usually larger than inside cards.
True
T/F Large bulletin structures work best in places where traffic is heavy and visibility is good.
True
T/F Mailing lists can be tailored to reflect customer location, demographics, or psychographics
True
T/F OOH excels at accessibility. It carries the message 24 hours per day and cannot be fast-forwarded, put aside, zapped, or turned off.
True
T/F One of the benefits of using transit advertising is long exposure.
True
T/F One of the most important parts of any direct-mail program is the mailing list because each list identifies a market segment.
True
T/F Outdoor advertisers can use global positioning systems to determine the exact latitude and longitude of particular billboards.
True
T/F Standardized OOH advertising uses scientifically located structures to deliver an advertiser's message to markets around the world.
True
T/F The high costs of painted bulletins can be overcome by rotating them to different locations in the market every few days.
True
T/F The mobile billboard is a cross between billboards and transit advertising.
True
T/F The three basic forms of standardized structures are bulletins, 30-sheet poster panels, and junior panels.
True
