Deck 10: Out Of Home Media

Question 1

According to CBS Outdoor data,

A) up to 90% of a city's population drives cars and 10% takes buses
B) up to 10% of a city's traffic is concentrated on 90% of its streets
C) up to 90% of a city's traffic is concentrated on 10% of its streets
D) up to 10% of drivers read 90% of outdoor advertising
E) More than 90% of drivers read at least 10% of outdoor advertising

Answer 1

C

Question 2

Outdoor advertising reaches a massive cross-section of a city's population

A) 24 hours a day, 7 days a week
B) during daylight hours
C) when in a vehicle
D) 24 hours a day, 5 days a week
E) after dark

Answer 2

A

Question 3

There are several advantages to outdoor advertising, one of which is

A) prestige
B) target flexibility
C) stand-alone medium
D) target market selectivity
E) production costs

Answer 3

B

Question 4

To maximize the frequency of the message and extend the daily viewing by consumers, posters are often

A) enlarged
B) illuminated
C) brightly coloured
D) located on busy streets
E) located near the downtown core

Question 5

Mall posters are

A) transit posters
B) backlit posters
C) ceiling hanging banners
D) window displays
E) interactive video displays

Question 6

Out-of-home media includes

A) newspapers
B) radio
C) web banners
D) packaging
E) in-store advertising

Question 7

Digital sign units display ads that are generally

A) 10-15 seconds in length
B) 2-3 seconds in length
C) 30 seconds in length
D) 60 seconds in length
E) 5-10 seconds in length

Question 8

The responsibility of COMB is to

A) compile reliable circulation data
B) ensure outdoor advertising is kept clean and neat
C) regulate outdoor advertisers
D) ensure outdoor advertisements stay within regulated sizes
E) ensure cities are paid for outdoor advertising fees

Question 9

Outdoor advertising can reinforce the message of other media by

A) extending the total reach and frequency
B) being obtrusive
C) increasing target market selectivity
D) minimizing costs
E) increasing exposure to motorists

Question 10

Rear-illuminated units positioned adjacent to high-traffic streets in the downtown core of major markets are referred to as

A) mall posters
B) transit shelters
C) backlits
D) street-level advertising
E) banners

Question 11

Full-motion video displays are remotely programmable, which provides advertisers with the flexibility to

A) change creative quickly
B) turn the display on and off
C) control the volume
D) get more reach
E) make the display interactive

Question 12

A type of superboard that rotates is called a

A) bigboard
B) spectacular
C) 3-D billboard
D) superflex
E) trivision

Question 13

Outdoor advertising provides advertisers with the opportunity to reach a

A) large market inexpensively
B) specific target market
C) large cross-section of consumers
D) young market niche
E) target market by being creative

Question 14

Advertisers can purchase outdoor poster space either as single panels or as a(n)

A) internet banner
B) magazine ad
C) newspaper ad
D) television commercial
E) showing

Question 15

The most commonly used form of outdoor advertising is

A) superboards
B) bus shelter ads
C) transit ads
D) billboards
E) posters

Question 16

Superboards are typically

A) low budget advertising venues
B) mass produced and distributed nationally
C) high budget one-of-a-kind structures
D) used for short term advertising

Question 17

The only advertising medium that is growing faster than out-of-home advertising is

A) television
B) radio
C) online
D) magazine
E) transit shelter

Question 18

Full-motion video displays that offer the flexibility to change creative quickly are available in

A) transit stations only
B) rural markets
C) along major highways
D) all markets
E) key urban markets

Question 19

The primary advantage of backlit posters is

A) they are available as a display shipper
B) they are inexpensive
C) they compete with media columns
D) they are portable
E) the image enhancement they offer

Question 20

In transit-shelter advertising, the colour reproduction is

A) oversized
B) generally not backlit
C) ineffective on readership
D) of inferior quality
E) of superior quality

Question 21

A seventy poster is located

A) in transit shelters
B) at bus stations
C) on the back of the bus
D) on the exterior of subway cars
E) on the inside of surface transit vehicles

Question 22

Standard size specifications encourage cross-usage of various out-of-home media. The station poster is the same size as the

A) king poster
B) bus mural
C) mall poster
D) seventy poster
E) platform poster

Question 23

When speaking of transit wraps, a mural covers

A) a whole transit shelter
B) the inside of a bus
C) a wall in a subway station
D) a whole bus
E) one side of a bus

Question 24

Commuters using transit tend to be creatures of routine. As a result, an advantage of transit advertising is

A) high number of impressions on the target market
B) target market specificity
C) media environment is often crowded
D) large advertising space to work with
E) covers urban areas only

Question 25

The cost efficiency for outdoor advertising improves when

A) daily travel patterns of people are considered
B) cost of production is considered
C) back lights are not used
D) outdoor advertising is less creative
E) the content is constantly changing

Question 26

Unlike other out-of-home media, only interior cards can offer advertisers this option:

A) higher reproduction qualities
B) interactivity
C) longer copy
D) more graphics
E) either horizontal or vertical positioning

Question 27

A transit shelter unit consists of

A) vertical interior cards
B) exterior bus posters
C) Two street level backlit posters
D) wall banner
E) superboard

Question 28

If transit shelters sold by CBS Outdoor for a 4-week period at a 50 GRP level cost $42,000, then the total cost for a 12-week campaign would be

A) $84,000
B) $252,000
C) $210,000
D) $168,000
E) $126,000

Question 29

Media space is purchased on the basis of the advertising weight level desired by the advertiser, expressed in terms of

A) frequency
B) market size
C) reach
D) cost per thousand
E) gross rating points

Question 30

One of the advantages of transit as an advertising medium is

A) no creative limitations
B) a relaxed environment
C) high target market selectivity
D) continuous exposure
E) unlimited space to work with

Question 31

All outdoor advertising rates are quoted on a

A) 8-week basis
B) weekly basis
C) 12-week basis
D) bi-weekly basis
E) 4-week basis

Question 32

Outdoor advertising space is sold in periods of

A) twelve weeks
B) eight weeks
C) six weeks
D) four weeks
E) one week

Question 33

One type of bus wrap is called

A) a backlit
B) a fullback
C) a quarterback
D) a tail poster
E) a backwrap

Question 34

Some critics of outdoor advertising refer to it as "pollution on a stick" because it

A) has low reproduction quality
B) is flashy and expensive
C) is not recyclable
D) clutters the landscape
E) has little creative impact

Question 35

Posters located on the subway wall opposite waiting riders are called

A) subway backlits
B) triples
C) platform posters
D) murals
E) interior posters

Question 36

There are a few disadvantages to purchasing outdoor media, one of which is

A) target reach and frequency
B) geographic flexibility
C) creative limitations
D) compatibility with other media
E) visual impact

Question 37

The nature of the outdoor advertising medium is such that to get attention it must rely on

A) cost
B) a captive audience
C) instant visual impact
D) backlit posters
E) previous product awareness by the viewer

Question 38

When a single advertiser has control of every advertising space in a subway station, this is called

A) station ration
B) station creation
C) station domination
D) station aggravation
E) station sensation

Question 39

Interior cards are print advertisements contained in

A) vending machines
B) grocery carts
C) public transit vehicles
D) display shippers
E) an info shelf

Question 40

A volume discount is a reduced rate

A) for preferred customers
B) only available to large companies
C) based on the dollar amount purchased
D) for extended buys, such as 12 weeks or more
E) provided to those who pay cash

Question 41

The in-store advertising and merchandising concepts used by supermarkets and convenience stores are designed to

A) capture a fast-moving target market
B) stimulate impulse purchases
C) fit on modular display racks
D) compete with big-box stores
E) appeal to specific demographics

Question 42

At-Retail advertising has many merits, including

A) creative flexibility
B) message receptiveness
C) many different types simultaneously displayed
D) placement always effective
E) no waste

Question 43

Home Hardware uses what it calls a demomercial to

A) upsell customers to a higher-priced product
B) encourage impulse purchases
C) highlight the benefit of products unique to the company
D) demonstrate how to use a product
E) teach customers how to perform do-it-yourself project

Question 44

Transit advertising are often the choice of media planners when the target market

A) tends to be busy and distracted
B) is not brand-loyal
C) is more highly educated
D) consists of a small demographic
E) is fairly broad in scope

Question 45

Large department stores like Future Shop, Best Buy and Canadian Tire are integrating this type of point-of-purchase advertising into their stores.

A) shopping cart advertising
B) Ad-tiles
C) vending machine
D) digital communications
E) display shipper

Question 46

A display of Ritz crackers beside a new flavour of Campbell's soup is an example of

A) end-aisle display
B) display shipper
C) new product introduction
D) cross-promotion
E) interactive display

Question 47

A shelf-talker is an example of a(n)

A) audiovisual display
B) station poster
C) small poster
D) wild posting
E) transit ad

Question 48

According to Point-of-Purchase Advertising International, in the United States, the percentage of brand purchase decisions made in-store is

A) 58%
B) 76%
C) 61%
D) 89%
E) 42%

Question 49

When impulse buying is not a factor, point-of-purchase can still influence buying decisions by

A) making consumers want more than they came for
B) making consumers feel good about themselves
C) using long copy
D) informing and educating consumers
E) being interactive

Question 50

Clorets gum chose this medium because the audience profile was in an environment where one is self-conscious that bad breath might occur.

A) food court video screens
B) airport display advertising
C) washroom advertising
D) arena advertising
E) elevator advertising

Question 51

Budweiser advertised in washrooms because

A) it was more affordable
B) it's close to where purchase decisions to buy its products are made
C) their customers would find it humorous
D) there was a captive audience
E) people tend to read in washrooms

Question 52

One of the disadvantages of making transit a media choice is

A) selective market coverage
B) low reach and frequency
C) often crowded interior environment
D) large amount of space for creative
E) messages cannot be easily changed

Question 53

In order for a Coca-Cola field sales representative to get a display erected at a Safeway store, he/she must

A) select a good location
B) ensure the store is not already cluttered
C) provide free product
D) develop a cross-promotion
E) secure permission from Safeway's head office

Question 54

Transit rates and discounts are available for set periods of time, with the discount

A) set at a fixed amount
B) increasing with number of advertising cards
C) increasing with the time commitment
D) only available upon certain payment terms
E) depending on previous dealings with the advertiser

Question 55

The type of discount available to transit advertisers that meet a 12-, 24-, or 52-week time commitment is referred to as a

A) reach plan
B) total audience plan
C) volume discount
D) frequency discount
E) continuity discount

Question 56

Cinema advertising is becoming a big hit with companies seeking to reach

A) younger consumers
B) children
C) seniors
D) married adults
E) baby boomers

Question 57

Transit riders cut across all demographics, with the heaviest concentration in the

A) female category
B) adult category
C) professional category
D) youth category
E) senior category

Question 58

The first thing to consider when purchasing transit space is

A) where competitors are advertising
B) volume discounts
C) the size of the target market
D) target market demographics
E) the desired weight level in each market

Question 59

The place where you will find wild postings is

A) in the movie theatre
B) on the hoarding of construction sites
C) in washroom stalls
D) in a sports arena
E) in shopping malls

Question 60

GRP stands for

A) gross regional points
B) geographic regional purchases
C) gross rating points
D) gross rating purchases
E) geographic rating points

Question 61

Out-of-home media is always located outdoors.

Question 62

A king poster is located on the tail of surface transit vehicles.

Question 63

Wall banners cannot be removed and reused.

Question 64

Many forms of out-of-home advertising actually reach the consumer when they are in a position to make a buying decision.

Question 65

One of the weaknesses of outdoor advertising is that it's not a good complementary medium.

Question 66

Spectaculars can be an example of airport display advertising.

Question 67

At night, exterior bus posters will take on a three-dimensional effect.

Question 68

Street-level advertising helps reach people in hard-to-target urban areas.

Question 69

Some displays and point-of-purchase materials never get placed in the store.

Question 70

Research shows that nearly 75% of all purchase decisions are made right in the store.

Question 71

A weight level of 50 GRPs delivers exposure opportunities equal to half the population of the market.

Question 72

Interior transit cards located above windows have a vertical orientation.

Question 73

Outdoor posters are often referred to as billboards.

Question 74

COMB's audit of outdoor media is based on municipal or provincial traffic counts.

Question 75

Outdoor advertising can be effective in generating product awareness when used as a primary medium, particularly if a shotgun media strategy is used.

Question 76

Advertising rates for wraps are the same as other forms of transit ads.

Question 77

A disadvantage of transit advertising is that it can't reach a mass audience quickly.

Question 78

A light viewer of television, who is hard to reach regardless of the weight level purchased, may be easier to reach via outdoor advertising.

Question 79

Transit advertising has the flexibility of using longer copy.

Question 80

Outdoor advertising is an excellent strategy to reinforce a message communicated by another medium such as television.