Deck 14: Out-Of-Home, Direct Mail, and Specialty Advertising

Question 1

One of the benefits offered by outdoor advertising is geographic flexibility.

Answer 1

True
Explanation: Outdoor advertisers can place their advertising where they want it nationally,regionally,or locally in more than 9,000 markets across North America (Refer to My Ad Campaign 14-A,"The Pros and Cons of Outdoor Advertising").

Question 2

Transit ads cost less than any other medium.

Answer 2

True
Explanation: Transit ads cost less than any other medium (refer My Ad Campaign 14-B,"The Pros and Cons of Transit Advertising").

Question 3

One of the main reasons to the declining popularity of outdoor advertising is excessive ad clutter.

Answer 3

False
Explanation: Outdoor's popularity is expected to continue as advertisers seek alternatives to the declining audiences and ad clutter of other mass media forms.

Question 4

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

Question 5

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

Question 6

Outdoor advertising is a relatively new advertising medium.

Question 7

The Highway Beautification Act of 1965 controls all outdoor advertising.

Question 8

Large bulletin structures work best in places where traffic is heavy and visibility is good.

Question 9

One of the benefits offered by outdoor advertising is control of the ad's physical appearance.

Question 10

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

Question 11

The most common form of out-of-home media is transit advertising.

Question 12

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

Question 13

One of the benefits of using transit advertising is long exposure.

Question 14

The high costs of painted bulletins could be overcome by rotating them to different locations in the market every few days.

Question 15

Immersive advertising describes the integration of advertising into the message delivery mechanism so effectively that the product is promoted while the audience is being entertained.

Question 16

Cinema advertising includes lobby-based videos,sampling,special events and concession- based promotions.

Question 17

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

Question 18

Inside car-end posters are usually larger than inside cars,but sizes vary and placed in bulkhead positions.

Question 19

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

Question 20

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

Question 21

Comment on the following statement: "Inappropriate specialty items can backfire no matter what the cost".

Question 22

List five reasons why an advertiser would choose to use outdoor advertising instead of some other advertising medium.

Question 23

Mailing lists can be tailored to reflect customer location,demographics or psychographics.

Question 24

Explain the advantages of digital signage to advertisers,transit authority,and customers.

Question 25

What is the difference between basic bus buy and total bus form of buying transit advertising?

Question 26

How do advertisers make painted bulletins a more cost-efficient advertising media?

Question 27

What is the difference between an advertising specialty and a premium?

Question 28

Explain the physical characteristics of a standard bulletin.

Question 29

Explain the difference between daily estimated circulation (DEC)and eyes on impression (EOI)methods of measuring the reach of out-of-home displays.

Question 30

Why do experts refer to billboards as the "last mass medium"?

Question 31

What are the reasons for the huge success of transit shelter advertising?

Question 32

Direct-mail advertising can be only one-dimensional in format.

Question 33

What are the three standardized outdoor structures forms?

Question 34

Another name for a premium is an advertising specialty.

Question 35

The heart of any direct-mail program is the mailing list because each list identifies a market segment.

Question 36

Disadvantages of direct-mail advertising include its lack of selectivity,exclusivity and testability.

Question 37

Explain the meaning of buying 100 gross rating points.

Question 38

Explain the difference between purchased lists and rented lists.

Question 39

Why are eight-sheet posters preferred over 30-sheet posters?

Question 40

Explain five disadvantages associated with outdoor advertising.

Question 41

Why is direct mail advertising known as a form of direct-response advertising?

Question 42

What is meant by full showing in case of transit advertising?

Question 43

What are the three basic components of direct-mail advertising?

Question 44

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

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

Question 45

In Piccadilly Square in 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 46

You have been hired to design a billboard for a golf tournament that will be a major fundraiser for the local Lion's Club.Which of the following color combinations should you use to insure contrast and readability at outdoor viewing distances?

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

Question 47

What are the three types of mailing lists used in direct marketing?

Question 48

How can a global positioning systems (GPS)influence the outdoor advertising buy made by a media buyer?

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

Question 49

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

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

Question 50

Which of the following statements lists a reason why an advertiser should use outdoor advertising?

A)With outdoor advertising,audience demographics are easy to measure.
B)Outdoor advertising offers the lowest cost per exposure when compared to any major advertising media.
C)Outdoor messages are influenced by their environment.
D)As a communication channel,outdoor advertising provides a fleeting message.
E)There is a six-to eight-week lead time required for outdoor advertising.

Question 51

As Kathy approached the Cartersville 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 Cartersville airport,she saw the same billboard but with a different advertiser's name and phone number.Kathy 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 52

Painted bulletins are very costly,but some advertisers overcome this expense by:

A)moving them to different choice locations every 2 to 3 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 53

_____ is a type of outdoor advertising consisting of ready-made 30-sheet posters,available in any quantity and often featuring the work of first-class artists and lithographers.

A)Stock posters
B)Junior panels
C)Bulletins
D)Spectaculars
E)Standard billboards

Question 54

Bulletin structures:

A)are most effective in spots where traffic is heavy and visibility is good.
B)are assembled in the plant's shop.
C)are smaller than structures with eight-sheet posters.
D)are designed for short-term use only.
E)generally measure 8 by 12 inches.

Question 55

Name the law that controls outdoor advertising on U.S.interstate highways.

Question 56

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 57

The basic unit of sale for posters is 100 gross rating points daily.One rating point equals:

A)one percent of a particular market's population.
B)one market sample.
C)each individual in the market.
D)each household in the market.
E)each ad exposure.

Question 58

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 tourists.
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)Outdoor advertising started in 1990s.

Question 59

A _____ is an 8-sheet billboard 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 60

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 61

Transit advertising:

A)is a category of out-of-home media.
B)is only effective for local advertisers.
C)is not an effective medium for national advertisers.
D)is most effective when the target audience is middle-to upper-income consumers.
E)is a cross between outdoor advertising and sales promotion.

Question 62

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 63

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:

A)bus bulletin.
B)standard bus.
C)bus-o-rama.
D)outside poster.
E)junior panel.

Question 64

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 one of the oldest and most accepted forms of advertising.

Question 65

The owner of a Hispanic-oriented grocery store 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)place only one inside card in each bus.

Question 66

_____ describes the integration of advertising into the message delivery mechanism so efficiently that the product is being promoted while the audience is being entertained.

A)Entertainment advertising
B)Subliminal advertising
C)Surround advertising
D)Advertising integration
E)Immersive advertising

Question 67

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

A)has bought the services of the transit system to create,manufacture and distribute its ad.
B)has bought all the inside space on a group of buses.
C)expects a 100 percent reach.
D)has bought all of the exterior space on one bus.
E)has bought a full showing.

Question 68

_____ 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 69

______ 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 70

The _____ is 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 71

Which of the following statements about direct-mail advertising is true?

A)When FedEx delivers a sales letter from an office supply company to the mayor of a small town,it is not an example of direct-mail advertising.
B)Direct-mail advertising is the first-ranked advertising medium today.
C)When the U.S.Post office employee delivers a sales letter from an insurance company to the CEO,it is an example of direct-mail advertising.
D)Business reply mail is the most common form of direct-mail advertising.
E)Only large companies find direct-mail advertising to be an efficient way to reach target audiences.

Question 72

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 won't be able to see them.
E)wants one card placed in every vehicle operated by the transit system.

Question 73

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 bus,subway and commuter train terminals.

Question 74

Jekyll Island Dogs sells wieners from its 20 stores in the greater Savannah area.The advertising manager of the organization has decided to contract with a local transit 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)Exhibitive advertising

Question 75

When given a choice between buying advertising time on a local televised gardening show and transit advertising,the owner of Lowe's Jewelry Store chose the television program because he had heard about the problem transit advertisers have with:

A)limited selectivity.
B)long exposure.
C)creative inflexibility.
D)lack of clutter.
E)high costs.

Question 76

When an advertiser buys total bus,he/she:

A)has bought the services of the transit system to create,manufacture and distribute its ad.
B)has bought all the inside space on a group of buses.
C)expects a 100 percent reach.
D)has bought all of the exterior space on a bus.
E)has bought a full showing.

Question 77

An advertiser looking for an advertising medium that is low in cost,environmentally sensitive,has creative flexibility,has long exposure and has high repetitive value,would most likely choose:

A)radio.
B)television.
C)direct mail.
D)newspapers.
E)transit advertising.

Question 78

You are riding a bus in Spokane and see a sign advertising a local movie theater in the wall rack above one of the bus's windows.What kind of transit advertising is this?

A)Mobile panels
B)Mini-panel
C)Junior poster
D)Inside card
E)Mini-bulletins

Question 79

A media buyer has been instructed to buy billboards in Phoenix,San Antonio,Los Angeles and Atlanta.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 Joshua do to satisfy his customer?

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

Question 80

_____ is a cross between traditional billboards and transit advertising.

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