Chap14

Question 1

brochures

Answer 1

sales material printed on heavier paper and featuring color photographs, illustrations, typography

Question 2

types of outdoor advertising meant for longterm use and that work best where traffic is heavy and visibility is good. They carry printed or painted messages, are created in sections, and are brought to the site where they are assembled and hung on the billboard structure.

Answer 2

bulletin structures

Question 3

business reply mail

Answer 3

a type of return mail that enables the recipient of direct-mail advertising to respond without paying postage

Question 4

a type of direct-mail list that has been compiled by another source, such a a lists lo of automobile owners, union member,s and so forth. It is the most readily available type of list but offers the lowest response expectation.

Answer 4

compiled lists

Question 5

dimensional direct mail

Answer 5

direct mail advertising that uses 3-D shapes and unusual material

Question 6

direct-mail advertising

Answer 6

All forms of advertising sent directly to perspective customers without using one of the commercial media forms

Question 7

eight-sheet posters (definition and dimensions)

Answer 7

A type of outdoor advertising offering a 5’ x 11’ printing area on a panel surface 6 feet tall by 12 feet wide

Question 7

electronic sign

Answer 7

Large displays providing text and graphic messages, similar to those found in sports stadiums.

Question 8

folders

Answer 8

Large, heavy stock fliers, often folded and sent out as self mailers.

Question 9

full showing

Answer 9

If you purchase in transit advertising where one card will appear in each vehicle in the system.

Question 10

house list

Answer 10

A company’s most important and valuable direct mailing list, which may contain current, recent, and long past customers or future prospects.

Question 11

house organs

Answer 11

Internal and external publications produced by business organizations, including stockholder reports, newsletters, consumer magazines, and dealer publications. Most are produced by companies’ advertising or public relations department or by its agency.

Question 12

immersive advertising

Answer 12

Proprietary techniques developed by Neopets.com for integrating in an advertiser’s product or service into a website experience.

Question 13

inside card

Answer 13

A transit advertisement, normally 11 x 20”, at least in the wall rack above the windows of interest.

Question 14

A firm that stuffs envelopes, affixes labels, calculate postage, sort pieces into stacks or bundles, and otherwise repairs items for mailing.

Answer 14

Letter shop

Question 15

list broker

Answer 15

An intermediary who handles rental of mailing lists for list owners on a commission basis.

Question 16

A type of direct mailing list, composed of people who have responded to the direct-mail solicitations of other companies, especially those whose efforts are complementary to the advertiser’s.

Answer 16

mail-response lists

Question 17

100 showing

Answer 17

The basic unit of sale for billboards or posters is 100 gross rating point this daily.

Question 18

postcards

Answer 18

A card sent by advertisers to announce sales, offer discounts, or otherwise generate consumer traffic.

Question 19

What is the most common form of direct mail?

Answer 19

Sales letters

Question 20

premium

Answer 20

An item offered free or at a bargain price to encourage the consumer to buy an advertised product.

Question 21

self-mailers

Answer 21

Any type of direct mail piece that can travel by mail without an envelope.

Question 22

A traditional term referring to the relative number of outdoor posters used during a contract, indicating the intensity of market coverage.

Answer 22

Showing

Question 23

spectaculars

Answer 23

Giant electronic signs that usually incorporate movement, colors, and flashy graphics to grab the attention of the viewers in high-traffic areas.

Question 24

statement stuffers

Answer 24

Advertisements enclosed in the monthly customer statement mailed by department stores, banks, utilities, or oil companies.

Question 25

stock posters

Answer 25

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

Question 26

A transit advertising, pads of business reply cards or coupons, affixed to interior advertisements for an extra charge, that allows passengers to request more detailed information, send in application blanks, or receive some other product benefit.

Answer 26

Take-ones

Question 28

How much does One rating point equals of a particular market’s population in 100 showing.

Answer 28

One rating point equals 1% of a particular market’s population

Question 29

The basic outdoor advertising structure; it consists of blank panels with a standard sized size and border. It message is first printed on large sheets of paper and then mounted by hand on the panel.

Answer 29

30-sheet poster panel

Question 30

total bus

Answer 30

A special transit advertising by that covers the entire exterior of a bus including the front, rear, sides, and top.

Question 31

And out of home medium that actually includes three separate media forms: inside cards; outside poster; in station, platform, and terminal close.

Answer 31

Transit advertising

Question 32

transit shelter advertising

Answer 32

A newer form of out of home media, where advertisers can buy space on bus shelters and on the back of bus stop seats.