Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

The company's database of current, recent, and long-past customers as well as identified prospects comprises the _____ for direct-mail programs.

Accepted Answer

A)   buyer directory
B)   house list
C)   mail-response list
D)   compiled list
E)   inquiry file

Question 3

How do electronic display panels most likely benefit an advertiser?

Accepted Answer

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 worthwhile.
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 4

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

Accepted Answer

A) True 
 B)False

Question 5

Which of the following statements about outdoor advertising is most likely true?

Accepted Answer

A)   Transit ads account for the largest percentage of outdoor advertising in metropolitan areas.
B)   Outdoor advertising is used as a directional medium for tourists and other motorists.
C)   Spending on outdoor advertising has declined significantly since 2010.
D)   Outdoor advertising is not used outside the United States.
E)   Outdoor advertising dates back to the 19th century.

Question 6

_____ are larger than folders and fold to a compact size for mailing.

Accepted Answer

A)   House organs
B)   Broadsides
C)   Marquee folders
D)   Statement stuffers
E)   Gatefolds

Question 7

Each year, Darwin Septic Tank Company gives its customers calendars with the business's address and phone number at the bottom of each page. This free calendar is an example of a(n) :

Accepted Answer

A)   wearable.
B)   loyalty prize.
C)   marketing medium.
D)   advertising specialty.
E)   premium.

Question 8

Billboards with all uppercase lettering are more readable than billboards with a mixture of upper- and lower-case letters.

Accepted Answer

A) True 
 B)False

Question 9

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 shelters around the city. What is the name for this form of advertising?

Accepted Answer

A)   Mobile advertising
B)   Mini-panel advertising
C)   Geographic advertising
D)   Transit shelter advertising
E)   Exhibitive advertising

Question 10

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

Accepted Answer

Digital signs display text and graphic m...

Question 11

When given a choice between buying advertising time on a locally 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:

Accepted Answer

A)   limited selectivity.
B)   short ad exposure.
C)   creative inflexibility.
D)   low readership rates.
E)   high maintenance costs.

Question 12

What does it mean to buy 100 gross rating points?

Accepted Answer

It means that the message will...

Question 13

Bulletin structures:

Accepted Answer

A)   are most effective in spots where traffic is heavy and visibility is good.
B)   are most effective when letters are in lightface rather than boldface.
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 14

The largest category for promotional items is writing instruments.

Accepted Answer

A) True 
 B)False

Question 15

During a sales call, the Coats & Clark representative surprised the owner of The Thread Nook, a crafts store, with the gift of a tapestry basket for transporting knitting and crocheting projects. The bag was imprinted with the advertising slogan of a new type of synthetic yarn he wanted the store's owner to carry. The tapestry bag is an example of a(n) :

Accepted Answer

A)   continuity gift.
B)   premium.
C)   trade deal.
D)   advertising specialty.
E)   trade promotion.

Question 16

What is transit shelter advertising? Why is it successful?

Accepted Answer

In cities with mass-transit systems, adv...

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

Explain the physical characteristics of a standard bulletin.

Accepted Answer

Bulletins measure 14 by 48 fee...

Question 19

An 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(n) :

Accepted Answer

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

Question 20

In the food court of the Baybrook Galleria Shopping Center, napkin holders on each table have ads for different stores in the building, such as Sally's Shoes, TDX Sporting Goods, and HomeMart. Which term best describes this marketing tool?

Accepted Answer

A)   Guerrilla advertising
B)   Primary panels
C)   Mall advertising
D)   Mini-panels
E)   Transit ads

Exam 13: Out-Of-Home, Direct-Mail, and Promotional Products

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 shelters around the city. What is the name for this form of advertising?

Correct Answer
verified

In the food court of the Baybrook Galleria Shopping Center, napkin holders on each table have ads for different stores in the building, such as Sally's Shoes, TDX Sporting Goods, and HomeMart. Which term best describes this marketing tool?

Correct Answer
verified

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

Correct Answer
verified

When given a choice between buying advertising time on a locally 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:

Correct Answer
verified

Each year, Darwin Septic Tank Company gives its customers calendars with the business's address and phone number at the bottom of each page. This free calendar is an example of a(n) :

Correct Answer
verified

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

Correct Answer
verified

The company's database of current, recent, and long-past customers as well as identified prospects comprises the _____ for direct-mail programs.

Correct Answer
verified

The largest category for promotional items is writing instruments.

Correct Answer
verified

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

Correct Answer
verified

What does it mean to buy 100 gross rating points?

Correct Answer
verified
It means that the message will...
View Answer

Explain the physical characteristics of a standard bulletin.

Correct Answer
verified
Bulletins measure 14 by 48 fee...
View Answer

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

Correct Answer
verified
Digital signs display text and graphic m...
View Answer

Which of the following statements about outdoor advertising is most likely true?

Correct Answer
verified

Bulletin structures:

Correct Answer
verified

How do electronic display panels most likely benefit an advertiser?

Correct Answer
verified

Billboards with all uppercase lettering are more readable than billboards with a mixture of upper- and lower-case letters.

Correct Answer
verified

_____ are larger than folders and fold to a compact size for mailing.

Correct Answer
verified

Correct Answer
verified

What is transit shelter advertising? Why is it successful?

Correct Answer
verified
In cities with mass-transit systems, adv...
View Answer

An 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(n) :

Correct Answer
verified

Exam 13: Out-Of-Home, Direct-Mail, and Promotional Products

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 shelters around the city. What is the name for this form of advertising?

Correct AnswerverifiedShow Answer

In the food court of the Baybrook Galleria Shopping Center, napkin holders on each table have ads for different stores in the building, such as Sally's Shoes, TDX Sporting Goods, and HomeMart. Which term best describes this marketing tool?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

When given a choice between buying advertising time on a locally 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:

Correct AnswerverifiedShow Answer

Each year, Darwin Septic Tank Company gives its customers calendars with the business's address and phone number at the bottom of each page. This free calendar is an example of a(n) :

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The company's database of current, recent, and long-past customers as well as identified prospects comprises the _____ for direct-mail programs.

Correct AnswerverifiedShow Answer

The largest category for promotional items is writing instruments.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What does it mean to buy 100 gross rating points?

Correct AnswerverifiedIt means that the message will...View AnswerShow Answer

Explain the physical characteristics of a standard bulletin.

Correct AnswerverifiedBulletins measure 14 by 48 fee...View AnswerShow Answer

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

Correct AnswerverifiedDigital signs display text and graphic m...View AnswerShow Answer

Which of the following statements about outdoor advertising is most likely true?

Correct AnswerverifiedShow Answer

Bulletin structures:

Correct AnswerverifiedShow Answer

How do electronic display panels most likely benefit an advertiser?

Correct AnswerverifiedShow Answer

Billboards with all uppercase lettering are more readable than billboards with a mixture of upper- and lower-case letters.

Correct AnswerverifiedShow Answer

_____ are larger than folders and fold to a compact size for mailing.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

What is transit shelter advertising? Why is it successful?

Correct AnswerverifiedIn cities with mass-transit systems, adv...View AnswerShow Answer

An 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(n) :

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
It means that the message will...
View Answer

Correct Answer
verified
Bulletins measure 14 by 48 fee...
View Answer

Correct Answer
verified
Digital signs display text and graphic m...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
In cities with mass-transit systems, adv...
View Answer

Correct Answer
verified