Question 1

Outdoor advertising is rarely used as a stand-alone medium in a more general campaign.

Accepted Answer

The answer of Outdoor advertising is rarely used as a...

Question 2

Since enactment of the Highway Beautification Act of 1965, the number of outdoor signs has risen from 400,000 to 1.2 million and continues to climb.

Accepted Answer

The answer of Since enactment of the Highway Beautification Act...

Question 3

Which is a characteristic of airport displays?

Accepted Answer

Airport displays are intended to reach pedestrian traffic in a captive environment, where passengers have limited options for entertainment or distractions.

Question 4

The category of out-of-home advertising displays described as providing "a public amenity, positioned at close proximity to pedestrians and shoppers for eye-level viewing, or at curbside to influence vehicular traffic" is:

Accepted Answer

The category of out-of-home advertising displays described as providing "a public amenity, positioned at close proximity to pedestrians and shoppers for eye-level viewing, or at curbside to influence vehicular traffic" is known as street furniture. Street furniture such as bus shelters, benches, kiosks, and trash cans are positioned at close proximity to pedestrians and shoppers and are designed to be a public amenity while also featuring advertising displays.

Question 5

In 2008, expenditures for billboards constitute well over 75 percent of the out-of-home advertising industry revenues.

Accepted Answer

The statement accurately reflects the dominance of billboard advertising in the out-of-home advertising industry in 2008.

Question 6

Although several high-profile national advertisers use out-of-home, it is still essentially a local vehicle.

Accepted Answer

Although national advertisers do use out-of-home advertising, the nature of the medium (e.g. billboards, bus stops, etc.) means that it is primarily visible to a local audience. Therefore, out-of-home advertising is still considered a local vehicle.

Question 7

Outdoor advertising benefits from the growing audience fragmentation occurring in other media.

Accepted Answer

As audiences become more fragmented across various media channels, outdoor advertising provides a way to reach a broad audience in a relatively uncluttered environment. It can also be targeted to certain geographic areas, which can help increase the effectiveness of the advertising.

Question 8

Even if properly executed, outdoor advertising is an inexpensive way to gain immediate product visibility.

Accepted Answer

Outdoor advertising, such as billboards, can be quite expensive due to costs associated with high-traffic locations, production, and installation, making it not necessarily inexpensive even if properly executed.

Question 9

Most revenue in transit advertising is derived from:

Accepted Answer

Most transit advertising revenue is generated through exterior displays such as bus wraps, taxi tops, and train station billboards. These types of ads have high visibility and can reach a large audience, making them more valuable to advertisers. Interior displays, car-cards, and kiosks may also generate revenue, but they typically do not bring in as much money as exterior displays. Airport wall wraps may generate significant revenue, but they are not as common in transit advertising as exterior displays.

Question 10

Which of the following is NOT true of shelter advertising?

Accepted Answer

Shelter advertising is designed to generate high frequency among commuters as they pass by the ad repeatedly during their daily routine. Therefore, Option C, which states that shelter advertising generates extremely low frequency among commuters, is not true.

Question 11

Out-of-home advertising combines the best features of magazines and cable TV in the way it provides one of the last opportunities to reach consumers prior to purchase.

Accepted Answer

The answer of Out-of-home advertising combines the best features of...

Question 12

One of the most creative alternative out-of-home projects was created by Procter & Gamble and set up at festivals and fairs to promote personal care products.

Accepted Answer

Pottypalooza was a creative marketing campaign by Procter & Gamble aimed at promoting their personal care products in a unique and engaging way at festivals and fairs.

Question 13

Interior signs, which are fitted into racks inside buses and subway cars, offer several advantages EXCEPT:

Accepted Answer

The passage does not mention that interior signs generally reach an upscale audience.

Question 14

Despite the concerns of environmental and other activists, a number of research studies indicate that a majority of the public sees value in outdoor advertising, indicating that the positive aspects outweigh any negatives.

Accepted Answer

Several research studies have found that the public sees value in outdoor advertising, indicating that the positive aspects outweigh the negative ones, despite concerns raised by environmental and other activists.

Question 15

If outdoor advertisers want to have a measure of communication effectiveness of outdoor advertising, they would use:

Accepted Answer

The answer of If outdoor advertisers want to have a...

Question 16

A study commissioned by the OAAA about communication effectiveness showed overall that:

Accepted Answer

The study found that outdoor signs can be effective in building brand recognition, which supports the effectiveness of outdoor advertising.

Answer: C 
 The study found that 50 percent of people who noticed outdoor signs actually read the copy, indicating that outdoor signs can effectively capture attention and engage with viewers.

Answer: E 
 The study found that retention dropped off 5 percent for every word beyond six on a billboard, suggesting that concise messaging is key in making an impact with outdoor advertising.

Therefore, the best choices are B, C, and E.

Question 17

Which is an advantage that transit advertising delivers to an advertiser that traditional outdoor does not?

Accepted Answer

Transit advertising offers the unique advantage of exposing audiences to messages in an environment where they typically have more time to read and absorb the information, such as while riding on public transportation. Traditional outdoor advertising, like billboards, does not offer this prolonged exposure due to the fast-moving nature of the audience.

Question 18

For which of the following would TAB NOT audit circulation?

Accepted Answer

The answer of For which of the following would TAB...

Question 19

Outdoor advertising works best when it is used to pursue broad, more general marketing objectives.

Accepted Answer

The answer of Outdoor advertising works best when it is...

Question 20

Andrew Jackson used the first commercial billboard in his campaign for president.

Accepted Answer

While Andrew Jackson was known for his innovative campaigning methods, commercial billboards did not exist during his presidential campaign in 1828. The first commercial billboard is believed to have been erected in New York City in 1835, several years after Jackson's presidency.

Quiz 12: Out-Of-Home Advertising