Question 1

High cost per thousand is a disadvantage of outdoor advertising.

Accepted Answer

The answer of High cost per thousand is a disadvantage...

Question 2

Poster panel billboards are silk-screened or lithographed and then pasted in sheets to the billboard.

Accepted Answer

Poster panel billboards are indeed silk-screened or lithographed and then pasted in sheets to the billboard.

Question 3

Outdoor GRPs are based on the daily duplicated audience as a percentage of the total potential market.

Accepted Answer

Outdoor GRPs (Gross Rating Points) are indeed calculated based on the daily duplicated audience as a percentage of the total potential market.

Question 4

Painted bulletins are generally purchased on a monthly basis.

Accepted Answer

Painted bulletins are typically rented for longer periods, often several months to a year, not on a monthly basis.

Question 5

GRPs of 25 and 50 are the two levels purchased most frequently for outdoor advertising.

Accepted Answer

GRPs (Gross Rating Points) are a measure used in advertising to indicate the size of an audience reached by a specific media campaign. However, stating that GRPs of 25 and 50 are the most frequently purchased levels for outdoor advertising is too specific and does not account for the wide range of GRP levels that advertisers might purchase based on their campaign goals, budget, and target audience. Outdoor advertising campaigns can target various GRP levels depending on the market, the intensity of the campaign, and the reach desired.

Question 6

A major strength of billboard advertising is its broad reach and high frequency levels.

Accepted Answer

Billboard advertising can reach a large and diverse audience, as it is visible to anyone passing by the billboard location. Additionally, billboards are often located in high-traffic areas, which increases the frequency of exposure to the advertisement.

Question 7

On-premise signs enable consumers to identify and locate businesses and can influence their store-choice decisions and prompt impulse purchasing.

Accepted Answer

On-premise signs are an important marketing tool for businesses as they help in attracting potential customers, influencing their decisions, and prompting them to make purchases. Therefore, the statement is true.

Question 8

Advertising on billboards is designed with persuasion as the primary objective.

Accepted Answer

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Question 9

Painted panels are the type of billboards that are regularly seen alongside highways and in other heavily traveled locales.

Accepted Answer

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Question 10

"Noticeability" refers to the ability of a sign to capture attention.

Accepted Answer

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Question 11

The major forms of billboard advertising are painted bulletins and kiosks.

Accepted Answer

The major forms of billboard advertising are actually painted bulletins and digital billboards, not kiosks.

Question 12

Painted bulletins are hand painted directly on the billboard by artists hired by the billboard owner.

Accepted Answer

Painted bulletins, also known as hand-painted billboards, are painted directly on the billboard by artists hired by the billboard owner. This process is time-consuming and expensive, but it can create a unique and eye-catching advertisement.

Question 13

It is relatively simple to measure outdoor advertising's audience.

Accepted Answer

It is not relatively simple to measure outdoor advertising's audience as compared to other forms of advertising. Outdoor advertising audiences are estimated based on factors like traffic volume, demographic data, and surveys, but there is always a margin of error. New technologies like geolocation tracking and digital displays are helping to improve the accuracy of audience measurement, but it is still a challenging task.

Question 14

Lack of verified data regarding audience characteristics has retarded the growth of the out-of-home industry and has prevented many advertisers from investing heavily in this type of advertising medium.

Accepted Answer

The statement is true. Without accurate audience data, advertisers may hesitate to invest in out-of-home advertising.

Question 15

On-premise signs are located on or near retail stores.

Accepted Answer

On-premise signs are typically located on or near retail stores to attract attention to the business and its products or services.

Question 16

Showings for out-of-home advertising are quoted in increments of 25 and are designated as #25,#50,#75,and #100.

Accepted Answer

Showings for out-of-home advertising are indeed quoted in increments of 25 and are designated as #25, #50, #75, and #100.

Question 17

Poster panel billboards can be either 10-,20-,or 30-sheet.

Accepted Answer

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Question 18

The two general categories of on-premise signs are external and internal.

Accepted Answer

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Question 19

A showing is the percent of the population that is theoretically exposed to an advertiser's billboard message.

Accepted Answer

A showing is indeed the percent of the population that is theoretically exposed to an advertiser's billboard message.

Question 20

Tobacco advertisers are the heaviest users of outdoor advertising in the United States.

Accepted Answer

Tobacco advertising is heavily regulated in the United States and it is illegal to advertise tobacco products on billboards and other outdoor advertising. Therefore, tobacco advertisers cannot be the heaviest users of outdoor advertising.

Quiz 22: Packaging, Point-of-Purchase Communications, and Signage