Deck 16: Using Out-Of-Home, Exhibitive, and Supplementary Media

Question 1

Inside car-end posters are usually larger than inside cars,but sizes vary.

Answer 1

True

Question 2

Competitive pressure,environmental concerns,and changes in legislation can be reasons to change a package.

Answer 2

True

Question 3

Packaging serves marketers in only three major ways-protection,promotion,and information.

Answer 3

False
Explanation: Packaging serves marketers in four major ways: protection, preservation, information, and promotion.

Question 4

In some cities,advertisers gain complete domination by buying the total bus-all the inside space on a group of buses.

Question 5

Marketers around the globe use outdoor media to communicate a succinct message or image in the local language to a mass audience quickly and frequently at the lowest cost per thousand of any major medium.

Question 6

Standardized outdoor advertising uses scientifically located structures to deliver an advertiser's message to markets around the world.

Question 7

The 40-sheet poster panel is less costly per unit and is the basic outdoor advertising structure.

Question 8

Some movie theater chains prohibit cinema advertising for fear it will offend their audiences.

Question 9

Buses and taxis provide high ad exposure by traversing the busiest streets of a city many times a day.

Question 10

The most common form of out-of-home media are on-premise signs.

Question 11

Outdoor advertisers can use sophisticated global positioning systems to determine the exact latitude and longitude of particular billboards.

Question 12

It is often advisable to change package designs gradually to avoid confusing consumers.

Question 13

The mobile billboard is a cross between billboards and transit advertising.

Question 14

Another name for a premium is an advertising specialty.

Question 15

Variations of painted bulletins include those with electronic time and temperature units called digital displays.

Question 16

The three basic forms of standardized structures are bulletins,30-sheet poster panels,and junior panels.

Question 17

The 30-sheet poster panel is sometimes referred to as the poster extravaganza.

Question 18

The Highway Beautification Act of 1965 controls all outdoor advertising.

Question 19

The Yellow Pages are not an important advertising medium for national advertisers.

Question 20

The construction of trade-show booths and exhibits has become a major factor in sales promotion plans.

Question 21

To create an effective billboard,the artist and copywriter should:

A) use all upper case letters.
B) limit the copy to seven words or less.
C) use pastel colors.
D) use letters with varying thicknesses.
E) use thick typefaces.

Question 22

As Lauren approached the Rome 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 Denver airport,she saw the same billboard but with a different advertiser's name and phone number.Lauren most likely saw a:

A) painted display.
B) billboard prepared and distributed by the floral trade association.
C) stock poster.
D) repetitive billboard.
E) mobile billboard.

Question 23

A company's trade-show effort may be wasted if prospects' names are not collected and organized properly.

Question 24

In the outdoor advertising industry,the 3,000 local and regional plant operators around the nation are NOT responsible for:

A) contracting with advertisers for poster rentals.
B) finding suitable locations for signs.
C) erecting the outdoor advertising structures.
D) leasing or buying the property on which the sign structures will be built.
E) finding appropriate manpower for the job.

Question 25

Standardized outdoor advertising uses _____ to deliver an advertiser's message to markets around the world.

A) business newspapers
B) special messengers
C) scientifically located structures
D) the internet
E) billboards

Question 26

Painted bulletins are very costly,but some advertisers reduce 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.

Question 27

Which of the following is NOT an example of out-of-home media?

A) Mall advertising
B) 30-sheet posters
C) Product placements
D) Bulletins
E) Bus shelters

Question 28

Standardized structures come in three basic forms.They are 30-sheet posters,junior panels,and:

A) mobile billboards.
B) transit signs.
C) bulletins.
D) 100-showing posters.
E) exhibitive boards.

Question 29

Which of the following color combinations should you use to ensure contrast and readability at outdoor viewing distances for billboard advertising?

A) Pink and orange
B) Blue and green
C) Violet and yellow
D) Orange and red
E) Lime green and lemon yellow

Question 30

The appearance of Packet8 videophones on Sci Fi Channel's Stargate SG-1 and Stargate Atlantis is an example of product placement.

Question 31

Which of the following statements about outdoor advertising is true?

A) By far, the biggest outdoor advertisers are snack food manufacturers.
B) Outdoor advertising can be used as a directional medium for motorists.
C) The company that owns the outdoor structures used for advertising is called an outdoor communications specialist.
D) Outdoor advertising is not used in any other country except the U.S.
E) In an IMC program, outdoor reinforces the advertiser's core message with high frequency at a very high cost.

Question 32

In Piccadilly Square,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) vulgarity.
C) ornate panel.
D) fantasy bulletin.
E) extravaganza.

Question 33

In the business-to-business arena,companies use more structured promotions to improve their goodwill standing over competitors.

Question 34

A _____ is an eight-sheet poster that offers a panel surface of 6 by 12 feet.

A) junior panel
B) pint-sized bulletin
C) thumbnail
D) baby bulletin
E) subordinate panel

Question 35

An advertising specialty is a valuable promotional product which usually bears no advertising message.

Question 36

A _____ is a widely used form of outdoor advertising.It is sometimes called a standard billboard.

A) terminal poster
B) painted bulletin
C) poster board
D) 30-sheet poster panel
E) stock-poster panel

Question 37

Bulletin structures:

A) are most effective in spots where traffic is heavy and visibility is good.
B) do not carry painted or printed messages.
C) are smaller than structures with eight-sheet posters.
D) are designed for short-term use only.
E) are created at the site.

Question 38

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

A) Airport advertising
B) Transit advertising
C) Bulletin structures
D) On-premise signs
E) 30-sheet poster panels

Question 39

Trade shows are exhibitions where manufacturers,dealers,and buyers get together for demonstrations and discussion.

Question 40

Some local advertisers get high-quality outdoor advertising at reduced rates by using ready-made 30 sheet poster panels called _____.To use this type of advertising,the local advertiser simply places its name in the appropriate spot.

A) stock posters
B) junior panels
C) pint-sized bulletins
D) mini-bulletins
E) painted displays

Question 41

_____ is a category of out-of-home media that includes bus and taxicab advertising.

A) Product placement
B) Advertising integration
C) Transportation advertising
D) Transit advertising
E) Geographic advertising

Question 42

A sporting equipment store wanted to buy all the inside space on a group of buses that carry riders between the city's recreation park and a cluster of middle-income neighborhoods.In other words,the retailer wanted to buy:

A) total bus.
B) brand buses.
C) a transit monopoly.
D) controlled transit advertising.
E) basic bus.

Question 43

All of the following have made transit advertising more attractive to national advertisers EXCEPT:

A) improved industry communication
B) standardization
C) better research
D) more statistical data
E) measured circulation

Question 44

How can a global positioning system influence the outdoor advertising buy made by a media buyer?

A) It can be used to verify the value of the billboard location.
B) It can be used to determine whether the advertiser needs to use sales promotions in a particular region.
C) It can be used to increase traffic in front of billboard locations.
D) It can be used to locate sites for unused transit advertising.
E) It can be used to find customers.

Question 45

The 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.

Question 46

_____ 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

Question 47

When a mobile communications service buys a basic bus,it means the service owner:

A) has bought the entire bus.
B) has bought all the inside space on a group of buses.
C) expects a 100 percent reach.
D) has bought all the exterior space on one bus.
E) has bought a full showing.

Question 48

When an advertiser buys a total bus,it:

A) has bought an entire bus.
B) has bought all the inside space on a group of buses.
C) expects a 100 percent reach.
D) has bought all the exterior space on a bus.
E) has bought a full showing.

Question 49

Terminal posters:

A) are viewed as an inexpensive tool for promoting products in the decline stage of their product life cycle.
B) should only be used in areas that are frequented by lower-income urban consumers.
C) can be found in many buses, subways, and commuter train stations.
D) are also called transportation ads.
E) are frequently used when it is necessary to communicate large blocks of information to consumers.

Question 50

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

Question 51

The owner of Second Sighting,a consignment clothing store,wants to buy a full showing when she purchases transit advertising for the store.This means the store owner:

A) wants to reach the store's entire target market.
B) wants a guarantee that the transit system reaches every section of the community.
C) does not want to pay a discounted rate.
D) does not want its cards placed where some riders of the bus will not be able to see them.
E) wants one card placed in every vehicle operated by the transit system.

Question 52

A food company sells frankfurters from its 20 stores in the greater Savannah area.The advertising manager of the organization has decided to contract with a local advertising firm to have its ads placed on bus benches around the city.What is the proper name for this form of advertising?

A) Mobile advertising
B) Mini-panel advertising
C) Geographic advertising
D) Transit shelter advertising
E) Exhibition advertising

Question 53

You are riding a bus in Boston and see a sign advertising a local dry cleaning establishment in the wall rack above one of the bus's windows.What kind of transit advertising is this?

A) Mobile panel advertising
B) Mini-panel advertising
C) Junior poster advertising
D) Inside card advertising
E) Mini-bulletin advertising

Question 54

A used car dealer wants to place inside cards over the door of the city's buses.To keep advertising costs down,the dealer can:

A) insist on a full showing.
B) print different ads on both sides of the card and order the card reversed after 60 days to save paper and shipping charges.
C) get a refund if sales goals are not met.
D) share the advertising costs with a competitor.
E) call for fewer showings.

Question 55

Which of the following statements about transit advertising is true?

A) Transit advertising is not useful for national marketers.
B) Most advertising practitioners do not consider transit advertising a major advertising medium.
C) Local advertisers typically do not use transit advertising because of its costs.
D) It is impossible to gauge the reach or frequency of transit advertising.
E) Transit advertising is ineffective when used in conjunction with outdoor posters and bulletins.

Question 56

What are take-ones?

A) Business reply cards placed on interior transit ads.
B) Free samples given away at discount stores like Sam's.
C) Free menus given away by restaurants.
D) Another name for on-pack premiums.
E) Free shopping guides given away in buses, subways, and commuter train terminals.

Question 57

The _____ is a 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

Question 58

What does an outdoor advertiser buy when it buys a 100 showing?

A) It is buying 100 percent of the billboards owned by that particular outdoor advertising company within the specified area.
B) It has been guaranteed that 100 percent of the population will be exposed to its outdoor advertising daily.
C) It is paying 100 percent of the rate card price for as many panels as it chooses to utilize.
D) It is buying 100 panels for a contract period of time.
E) It is having its message displayed on as many panels as needed to provide a daily exposure equal to 100 percent of the market's population.

Question 59

One,two,and three sheet _____ are used as advertising media in many bus,subway,and commuter train stations.

A) geographic bulletins
B) primary panels
C) terminal posters
D) mini-panels
E) transportation bulletins

Question 60

A media buyer has been instructed to buy billboards in Phoenix,San Antonio,Los Angeles,and Miami.His customer wants the billboards to be in areas where its target audience-Hispanic females-will most likely see it.Short of flying to each location and personally selecting a site,what can the media buyer do to satisfy his customer?

A) The media buyer can use the annual billboard report issued by the American Advertising Association.
B) The media buyer can use a global positioning system.
C) The media buyer can use a national plant operator that provides a lifestyle-location service.
D) The media buyer can use computer software associated with VALS2.
E) There is nothing the media buyer can do except fly to the cities and inspect each location personally.

Question 61

As the operator of a moderately sized local business who has decided to advertise in the Yellow Pages,you will need to:

A) create an ad as large as you can afford.
B) tell customers how to make the purchase, not why they should purchase from you.
C) be persuasive enough to convince people to visit your establishment.
D) design an ad at least one panel larger than any of your direct competitors' ads.
E) list specific prices.

Question 62

Touch of Beauty hair salon gave each of its customers a small bottle of lotion imprinted with the salon's name,address,and phone number.The bottle of lotion is an example of a(n):

A) continuity advertising campaign.
B) advertising specialty.
C) on-site promotion.
D) sweepstakes prize.
E) take-one premium.

Question 63

Which of the following is NOT one of the four ways that packaging aids marketers?

A) Information
B) Preservation
C) Protection
D) Distribution
E) Promotion

Question 64

A retailer for the Blackberry clothing store gave the owner a large centerpiece vase that has his company's logo.The vase exemplifies a(n):

A) business-to-business specialty.
B) consumer promotion.
C) public relations activity.
D) inflationary hedge.
E) competitive defense.

Question 65

Each year,Yates Exterminating Company gives its customers calendars with the business's address and phone number on the bottom of each page.This calendar is an example of a(n):

A) long-term advertising message.
B) loyalty prize.
C) continuity promotion.
D) advertising specialty.
E) premium.

Question 66

_____ is a cross between traditional billboards and transit advertising.

A) Ad-placement advertising
B) The mobile billboard
C) The full-showing panel
D) Variable-site advertising
E) On-board advertising

Question 67

_____ are exhibitions where manufacturers,dealers,and buyers get together for demonstrations and discussions.

A) Product expositions
B) Trade shows
C) Distribution shows
D) Distribution fairs
E) Product retrospectives

Question 68

Tania was driving down Interstate 24 when she saw a large flatbed truck carrying what looked like a billboard advertising the skiing at Gatlinburg,Tennessee.What she saw is correctly called:

A) interstate advertising.
B) immersive advertising.
C) an exhibitive billboard.
D) a mobile billboard.
E) a total bus.

Question 69

During a sales call,the Coats & Clark representative surprised the owner of 1001 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 to carry.The tapestry bag is an example of:

A) a continuity gift.
B) a premium.
C) a trade deal.
D) advertising specialty.
E) trade promotion.

Question 70

To introduce interior decorators to its product line,Hanson Glassworks has decided to mail miniature reproductions of turn-of-the-century Tiffany lamps to all large design company owners,defined as more than $10 million annual sales.Each handcrafted miniature lamp will cost the company almost $250 to buy and mail.What,if anything,is potentially wrong with this strategy?

A) The FTC forbids the giving of specialty items valued at more than $25.
B) The design company owners could perceive the miniature as a bribe.
C) The replica is being used as a premium.
D) Typically, gift recipients do not feel obligated to reciprocate.
E) There is nothing potentially wrong with this strategy.

Question 71

Which of the following statements about packaging is true?

A) Ad agencies are always involved in packaging decisions.
B) Environmentally safe packaging is actually cheaper to produce than packaging that is not recyclable.
C) Consumers respond to packaging intuitively, so package design can be as important as advertising in building a brand's image.
D) Buying packaging includes only research.
E) Packaging only serves as an advertising medium; it does not protect the product.

Question 72

How does an advertising specialty differ from a premium?

A) Premium is typically more valuable than an advertising specialty and usually bears no advertising message; consumers typically have to do something to get a premium.
B) Premiums are always emblazoned with the name of the company that gave them away; specialties are not.
C) Advertising specialties are typically more expensive than premiums.
D) Premiums are always free; advertising specialties are not.
E) Advertising specialties are promotional items; premiums are not.

Question 73

The primary objective for exhibiting at a trade-show booth is to:

A) create full-showings.
B) meet qualified prospects face-to-face.
C) find out the effectiveness of its integrated marketing communications.
D) give its sales personnel a vacation away from the workplace.
E) gain competitive intelligence.

Question 74

More than 45 companies exhibited a variety of equipment and services at the 2005 Paper Recycling Conference,covering more than 4,500 square feet of exhibit space.All attendees-whether manufacturers,distributors,or retailers-had an opportunity to network and find qualified prospects for their products.The paper recycling industry sponsored a _____ at the conference.

A) product exposition
B) trade show
C) distribution show
D) distribution fair
E) product retrospective

Question 75

What is the source of most of the revenue for the Yellow Pages?

A) The airplane industry
B) The computer industry
C) Automobile manufacturers
D) National advertisers
E) Local businesses

Question 76

How can electronic display panels benefit an advertiser?

A) Only the advertiser can change the display.
B) They are an inexpensive and flexible medium.
C) Their ability to eliminate selective perception makes their high costs worth the extra promotional money.
D) The transit authority must pay a premium price for the displays.
E) They are the best advertising medium.

Question 77

When Megan attended the movies last night,she saw a commercial for Friedman's Furniture store as she sat waiting for the movie to begin.This commercial was an example of:

A) cinema advertising.
B) product placement.
C) advertising integration.
D) ad pretesting.
E) regency advertising.

Question 78

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) continuity promotion
D) advertising specialty
E) take one premium

Question 79

A package design should be kept simple:

A) so that it can easily be changed on some fixed schedule.
B) as a way to test the brand loyalty of its consumers.
C) to meet the requirements established by the Food and Drug Administration.
D) so that the advertising agency can include packaging in its IMC plan.
E) because packaging materials cannot support high-resolution printing.

Question 80

Why has the normal unit price of advertising specialties selected by advertisers increased to the $3 to $5 range?

A) There is a proliferation of advertising media.
B) Inflation has pushed the cost of all media upward.
C) People tend to associate the quality of a company with the quality of the specialty items it gives.
D) Retailers can abuse trade deals.
E) Over 80 percent of the advertisers in the United States depend on specialty advertising as their primary media vehicle.