Question 1

Yellow Pages ads should tell people "why" to make a purchase, not "how" to make a purchase.

Accepted Answer

In Yellow Pages ads, content is most important. The ad should tell people how to make the purchase, not why. As with most advertising media, the larger the ad, the more attention it attracts.

Question 2

Which of the following is true of junior posters?

Accepted Answer

Manufacturers of grocery products, as well as many local advertisers, use smaller poster sizes. Called junior posters (or junior panels ), these offer a 5- by 11-foot printing area on a panel surface 6 feet high by 12 feet wide. They are typically concentrated in urban areas, where they can reach pedestrian as well as vehicular traffic.

Question 3

A way to reach movie and television audiences is to pay a fee to have the product written into the movie or program. This is known as product placement.

Accepted Answer

A way to reach movie and television audiences is to pay a fee to have the product written into the movie or program. Such product placement is becoming more common.

Question 4

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

Accepted Answer

Painted bulletins are very costly, but some advertisers overcome this expense by rotating them to different choice locations in the market every 60 or 90 days. Over time, this gives the impression of wider coverage than the advertiser is actually paying for.

Question 5

Which of the following characterizes stock posters?

Accepted Answer

Some local advertisers get high-quality outdoor advertising at reduced cost by using stock posters. These ready-made, 30-sheet posters are available in any quantity and often feature the work of first-class artists and lithographers.

Question 6

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

Accepted Answer

An advertising specialty 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.

Question 7

Which of the following is true of 30-sheet poster panels?

Accepted Answer

A poster consists of blank panels with a standardized size and border. Its message is first printed at a lithography or screen plant on large sheets of paper, then mounted by hand on the panel.

Question 8

Which of the following is true of bulletin structures?

Accepted Answer

Where traffic is heavy and visibility is good, advertisers find that large bulletin structures work best, especially for long-term use. Bulletins measure 14 by 48 feet, plus any extensions, and may carry either painted or printed messages.

Question 9

_____, a common form of out-of-home media, promote goods and services, or identify a place of business, on the property where the sign is located.

Accepted Answer

Media that reach prospects outside their homes-like outdoor advertising, bus and taxicab advertising, subway posters, and terminal advertising-are part of the broad category of out-of-home media. The most common are on-premise signs, which promote goods and services, or identify a place of business, on the property where the sign is located.

Question 10

Which of the following is true of out-of-home media?

Accepted Answer

On-premise signs are important for helping us find a place of business, but they don't provide any kind of market coverage, and they aren't an organized medium like, for instance, the standardized outdoor advertising business.

Question 11

Local advertisers get high-quality outdoor advertising at reduced cost by using _____ posters.

Accepted Answer

Local advertisers get high-quality outdoor advertising at reduced cost by using stock posters. These ready-made, 30-sheet posters are available in any quantity and often feature the work of first-class artists and lithographers.

Question 12

Which of the following is true of the outdoor advertising business?

Accepted Answer

The biggest outdoor advertisers are traditionally in the entertainment and amusement category. The next largest category is local retail. Typically, the smaller the market, the larger the percentage of local advertisers.

Question 13

Giant electronic signs that incorporate movement, color, and flashy graphics to grab attention in high-traffic areas are known as _____.

Accepted Answer

Times Square in New York is well known for its spectaculars-giant electronic signs that incorporate movement,color, and flashy graphics to grab attention in high-traffic areas. Spectaculars are very expensive to produce and are found primarily in the world's largest cities, such as Tokyo, London, Atlanta, Los Angeles, and, of course, Las Vegas.

Question 14

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

Accepted Answer

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

Question 15

Standardized outdoor advertising structures come in three basic forms. They are 30-sheet posters, eight-sheet posters, and _____.

Accepted Answer

To buy outdoor advertising effectively, the media planner must understand its advantages and disadvantages and the types of structures available. Standardized structures come in three basic forms: bulletins, 30-sheet poster panels, and eight-sheet posters.

Question 16

Which of the following is true of outdoor advertising structures?

Accepted Answer

Times Square in New York is well known for its spectaculars-giant electronic signs that incorporate movement, color, and flashy graphics to grab attention in high-traffic areas. Spectaculars are very expensive to produce and are found primarily in the world's largest cities, such as Tokyo, London, Atlanta, Los Angeles, and, of course, Las Vegas.

Question 17

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

Accepted Answer

In the business-to-business specialty arena, companies use more structured promotions to improve their goodwill standing over competitors. Over half of those surveyed in the L. J. Market Research study claimed their impression of the promotional-product advertiser was "somewhat" or "significantly" more favorable after they had received the item.

Question 18

A _____ offers a 5-by 11-foot printing area on a panel surface 6 feet high by 12 feet wide.

Accepted Answer

Manufacturers of grocery products, as well as many local advertisers, use smaller poster sizes. Called junior posters (or junior panels), these offer a 5- by 11-foot printing area on a panel surface 6 feet high by 12 feet wide.

Question 19

Which of the following statements about outdoor advertising is true?

Accepted Answer

Outdoor advertising may be used for a variety of purposes. For example, nothing beats outdoor as a directional medium for motorists. But in an IMC program, outdoor also greatly enhances awareness of or reinforces the advertiser's core message with high frequency at a very reasonable cost.

Question 20

Some movie theater chains prohibit cinema advertising for fear of offending their audience.

Accepted Answer

Although some movie-going audiences resent watching ads, cinema advertising is becoming more and more attractive to marketers. Some movie theater chains prohibit filmed advertising for fear of offending their audience.

Quiz 16: Using Out-Of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising With Other Elements of Imc