Deck 8: Out-Of-Home, Direct-Mail and Specialty Advertising

Question 1

Transit advertising is especially suitable for reaching middle-and upper-class business travelers.

Answer 1

False

Question 2

Business-to-business advertising specialties can be especially useful in relationship marketing.

Answer 2

True

Question 3

List four reasons why an advertiser would decide to use direct-mail advertising rather than some other medium.

Answer 3

There are eight reasons. (1) Direct mail offers selectivity-the ability to match product with prospect. (2) Direct mail provides intensive coverage and extensive reach. (3) Direct mail is flexible-its creativity is only limited by its producer's ingenuity. (4) Advertisers can control circulation and production quality with direct mail. (5) Direct mail can be personalized. (6) Direct mail has the highest response rate of any advertising medium. (7) Direct mail is good for testing prospect reactions to offers, copy, etc.

Question 4

What is the most commonly used type of out-of-home media?

Question 5

Transit advertising is especially suitable for reaching what type of consumer?

Question 6

What is the most common form of direct mail used by advertisers?

Question 7

Why would an advertiser decide against the use of outdoor advertising in favor of some other advertising medium?

A) Outdoor advertising lacks demographic flexibility
B) Outdoor advertising has low frequency
C) Outdoor advertising is one of the most expensive media per exposure
D) Outdoor advertising is such a popular medium that demand for good locations exceed supply
E) All of the above are legitimate reasons to select some other type of advertising medium

Question 8

Which of the following target markets is most readily reached with transit advertising?

A) Upper class minority households
B) All consumers living in rural areas
C) Middle-to lower-income urban consumers
D) Middle-to upper-income business travelers
E) Lower-income consumers who live in communities of less than 25,000

Question 9

Direct mail is successful for two reasons. First, it meets the needs of today's fast lifestyles. Second, it:

A) Is a recognized and accepted form of mass marketing
B) Is never ignored by its receivers
C) Is well supported by media editorial and entertainment content
D) Has the lowest cost per exposure of any media
E) Is the most effective medium for generating results

Question 10

Which of the following is an example of direct-mail advertising?

A) Trina is mailed a postcard from a local children's clothing store offering her a 25 percent discount on her next purchase
B) The postal worker delivers to the Johnson house a brochure that describes a two-day, three-night cruise on a luxury ship and offers the resident a chance to join the fun for only $695 per person
C) In his monthly electric bill, Ian found an insert offering him a good deal on a room humidifier
D) In her daily mail, Lola found a handbill for a supermarket that will make deliveries to her home
E) All of the above are examples of direct-mail advertising