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Q:
(p.404)Media buyers tend to specialize in product categories rather than specific types of media.
Q:
(p.385)List five trends that have made media selection much more complicated than it used to be.
Q:
(p.376)A(n) _____ list is the house list of other direct-mail advertisers and they can be rented with a wide variety of demographic breakdowns.
A.demographic
B.compiled
C.in-house inquiry
D.outsourced inquiry
E.mail-response
Q:
(p.376)Which of the following statements about mailing lists is true?
A.The normal commission that a list broker pays to a list renter is 20 percent.
B."Cleaning" occurs when two mailing lists are processed by a computer to remove the duplicate names, thereby ensuring that only one mailer goes to each name.
C.Mail-order advertisers cannot check the validity of a rented list.
D.The average mailing list changes by more than 40 percent per year.
E.Mailing lists should be updated once in four years in order to maintain validity.
Q:
(p.377)Godwin Mailing can be hired by advertisers to stuff and seal envelopes, affix mailing labels and prepare the envelopes for delivery to the postal service. This subsidiary is a:
A.postal center facility.
B.merge-purge shop.
C.mailing broker.
D.letter shop.
E.bulk mail center.
Q:
(p.373)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.
Q:
(p.373)The most common form of direct-mail is the:
A.statement stuffer.
B.brochure.
C.self-mailer.
D.broadside.
E.sales letter.
Q:
(p.373)To increase the number of orders it receives from recipients of its direct-mail advertising, the maker of All-Natural Diet Products encloses a special envelope that customers can use to mail their orders without having to supply a stamp. This special envelope is an example of _____ mail.
A.fourth-class
B.priority
C.business reply
D.second-class
E.third-class
Q:
(p.373)_____ are larger than folders and are sometimes used as window displays or wall posters in stores. They fold to a compact size for mailing.
A.House organs
B.Broadsides
C.Marquee folders
D.Statement stuffers
E.Gatefolds
Q:
(p.373)Taylor received a brochure in the mail that promoted a low-cost insurance plan for retired teachers. It did not come in an envelope but was a single page, folded and stapled. Her address was written in a blank area on one side. This advertisement is an example of a:
A.broadside.
B.marketing avail.
C.self-mailer.
D.telemarketing form.
E.gatefold.
Q:
(p.374)"How convenient", thought Teiara, "In the envelope with my Mystery Guild bill this month is a leaflet that will let me order the anniversary edition of the Betty Crocker Cookbook for my sister's birthday". The advertisement for the book is an example of a:
A.self-mailer.
B.house organ.
C.broadside.
D.statement stuffer.
E.public relations release.
Q:
(p.374)_____ are reference books that list, describe, and often picture the products sold by a manufacturer, wholesaler, or retailer.
A.Statement stuffers
B.Compiled lists
C.House organs
D.Catalogs
E.Folders
Q:
(p.374)Each quarter, an organization that finds homes for greyhounds that can no longer race mails a newsletter to organization volunteers to let them know the current needs of the organization and how well adoption efforts are going. The newsletter is an example of a:
A.reprint.
B.catalog.
C.broadside.
D.house organ.
E.statement stuffer.
Q:
(p.375)An advertiser might choose to use direct-mail advertising instead of some other medium because direct-mail advertising:
A.does not add to environmental problems.
B.can be personalized.
C.has a very low cost per exposure.
D.can hold the interest of prospects without the aid of editorial or entertainment content.
E.can be efficiently and precisely delivered.
Q:
(p.375)An advertiser might choose to use some other advertising medium instead of direct-mail advertising because direct-mail advertising:
A.cannot be used for testing prospects' reactions to new products.
B.has a negative image.
C.has the highest cost per exposure of any medium.
D.has intensive coverage and extensive reach.
E.achieves the highest response of any advertising medium.
Q:
(p.376)The company's database of current, recent, and long-past customers as well as identified prospects comprises the _____ for direct-mail programs.
A.buyer directory
B.house list
C.mail-response list
D.compiled list
E.inquiry file
Q:
(p.376)Companies like Snapper, manufacturer of tillers, mowers and other lawn care equipment, keeps a file with the names and addresses of people who have requested information about one of its products as well as people who have made purchases. This file of names is an example of a(n):
A.buyer directory.
B.mail-response list.
C.house list.
D.inquiry file.
E.compiled list.
Q:
(p.376)Jackson & Perkins Company is looking for potential customers to whom it may send its catalog of different varieties of roses. Which of the following lists would most likely provide Jackson & Perkins with the highest response rate?
A.A mail-response list of Park Rose Seed Company customers
B.A compiled list of residents of Milwaukee
C.A mail-response list of Cable Car Clothiers customers
D.A compiled list of home owners
E.A compiled list of garden club members
Q:
(p.370)_____ 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
Q:
(p.371)_____ 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
Q:
(p.371)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.
Q:
(p.368)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.
Q:
(p.368)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.
Q:
(p.368)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
Q:
(p.368)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
Q:
(p.368)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.
Q:
(p.368)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
Q:
(p.369)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.
Q:
(p.369)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.
Q:
(p.369)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.
Q:
(p.369)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.
Q:
(p.369)_____ 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
Q:
(p.370)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.
Q:
(p.376)What are the three types of mailing lists used in direct marketing?
Q:
(p.365)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 audienceHispanic femaleswill 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.
Q:
(p.359)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
Q:
(p.366)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
Q:
(p.360)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.
Q:
(p.367)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.
Q:
(p.361)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.
Q:
(p.367)______ 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
Q:
(p.361)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.
Q:
(p.361)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.
Q:
(p.362)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
Q:
(p.362)_____ 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
Q:
(p.363)_____ 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
Q:
(p.363)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.
Q:
(p.363)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
Q:
(p.363)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.
Q:
(p.363)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
Q:
(p.363)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.
Q:
(p.363)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.
Q:
(p.365)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.
Q:
(p.363)Why are eight-sheet posters preferred over 30-sheet posters?
Q:
(p.363)Explain the meaning of buying 100 gross rating points.
Q:
(p.366)Name the law that controls outdoor advertising on U.S. interstate highways.
Q:
(p.369)What is meant by full showing in case of transit advertising?
Q:
(p.372)Why is direct mail advertising known as a form of direct-response advertising?
Q:
(p.376)What are the three basic components of direct-mail advertising?
Q:
(p.364)Explain the difference between daily estimated circulation (DEC) and eyes on impression (EOI) methods of measuring the reach of out-of-home displays.
Q:
(p.368)What are the reasons for the huge success of transit shelter advertising?
Q:
(p.369-370)What is the difference between basic bus buy and total bus form of buying transit advertising?
Q:
(p.371)Explain the advantages of digital signage to advertisers, transit authority, and customers.
Q:
(p.376)Explain the difference between purchased lists and rented lists.
Q:
(p.379)What is the difference between an advertising specialty and a premium?
Q:
(p.379)Comment on the following statement: "Inappropriate specialty items can backfire no matter what the cost".
Q:
(p.371)The mobile billboard is a cross between billboards and transit advertising.
Q:
(p.360)What are the three standardized outdoor structures forms?
Q:
(p.372)Direct-mail advertising can be only one-dimensional in format.
Q:
(p.361)Explain the physical characteristics of a standard bulletin.
Q:
(p.375)Disadvantages of direct-mail advertising include its lack of selectivity, exclusivity and testability.
Q:
(p.361)How do advertisers make painted bulletins a more cost-efficient advertising media?
Q:
(p.376)The heart of any direct-mail program is the mailing list because each list identifies a market segment.
Q:
(p.376)Mailing lists can be tailored to reflect customer location, demographics or psychographics.
Q:
(p.379)Another name for a premium is an advertising specialty.
Q:
(p.360)Why do experts refer to billboards as the "last mass medium"?
Q:
(p.361)List five reasons why an advertiser would choose to use outdoor advertising instead of some other advertising medium.
Q:
(p.361)Explain five disadvantages associated with outdoor advertising.
Q:
(p.366)The Highway Beautification Act of 1965 controls all outdoor advertising.
Q:
(p.367)One of the benefits of using transit advertising is long exposure.