Chapter 14 Flashcards
- Which of the following is NOT an example off out-of-home media?
product placements
- What is the most commonly used type of out-of-home media?
on-premise signage
- Which of the following statements about outdoor advertising is true?
Outdoor advertising can be used as a directional medium for tourists.
- In the outdoor advertising industry, the three thousand local and regional plant operators around the nation are responsible for:
doing all of the above
- Which of the following statements lists a reason why an advertiser should use outdoor advertising?
Outdoor advertising offers the lowest cost per exposure of any major advertising media.
- Why would an advertiser decide against the use of outdoor advertising in favor of some other advertising medium?
Outdoor advertising is such a popular medium that demand for good locations exceed supply.
- Bulletin structures:
are most effective in spots where traffic is heavy and visibility is good
- You have been hired to design a billboard for a rodeo that will be a fundraiser for the local Rotary Club. Which of the following color combinations should you use to insure contrast and readability at outdoor viewing distances?
violet and yellow
- Painted bulletins are very costly, but some advertisers overcome this expense by:
moving them to different choice locations every 2 to 3 months
- _____ is the widely used form of outdoor advertising. It is sometimes called a standard billboard.
A 30-sheet poster panel
- As Rosa approached the Gulfport 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 Denver airport, she saw the same billboard but with a different advertiser’s name and phone number. Rosa most likely saw a:
stock poster
- A _____ is an 8-sheet billboard that offers a panel surface of 6 by 12 feet.
junior panel
- 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):
spectacular
- What is the basic unit of sale for billboards or posters?
100 showing
- The basic unit of sale for posters is 100 gross rating points daily. One rating point equals:
one percent of a particular market’s population
- What does an outdoor advertiser buy when it buys a 100 showing?
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.
- How can a global positioning systems influence the outdoor advertising buy made by a media buyer?
GPS can be used to verify the value of the billboard location.
- 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?
He can use a global positioning system.
- The _____ is legislation that controls outdoor advertising on U.S. interstate highways.
Highway Beautification Act of 1965
- Transit advertising:
is a category of out-of-home media
- ______ is a category of out-of-home media that includes bus and taxicab advertising.
Transit advertising
- Which of the following target markets is most readily reached with transit advertising?
middle- to lower-income urban consumers
- When given a choice between buying advertising time on a local televised gardening show and transit advertising, the owner of Hatfield Nursery chose the television program because she had heard about the problem transit advertisers have with:
limited selectivity
- An advertiser that was looking for an advertising medium that is low in cost, environmentally sensitive, has creative flexibility, has long exposure, and has high repetitive value, he or she would most likely choose:
transit advertising
- 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?
transit shelter advertising
- You are riding a bus in Denver and see a sign advertising a local dry cleaning establishment in the wall rack above one of the bus’s windows. What kind of transit advertising is this?
inside card
- 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:
outside poster
- A used car dealer wants to place inside cards over the door of the city’s buses. To keep advertising costs down, the dealer can:
print different ads on both sides of the card and order the card reversed after 60-days to save paper and shipping charges
- One-, two-, and three-sheet ______ are used as advertising media in many bus, subway, and commuter train stations.
terminal posters
- 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:
wants one card placed in every vehicle operated by the transit system
- When a mobile communications service buys a basic bus, it means the service owner:
bought all the inside space on a group of buses
- What are take-ones?
business reply cards placed on interior transit ads
- _____ are jumbo, full-color transparencies backlighted by fluorescent tubes and running the length of the bus.
Bus-o-rama signs
- When an advertiser buys total bus, it:
has bought all of the exterior space on a bus
- ______ describes the integration of advertising into the message delivery mechanism so efficiently that the product is being promoted while the audience is being entertained.
Immersive advertising
- _____ is a cross between traditional billboards and transit advertising.
The mobile billboard
- How can electronic display panels benefit an advertiser?
They are an inexpensive and flexible medium.
- _____ are exhibitions where manufacturers, dealers, and buyers get together for demonstration and discussion.
Trade shows
- More than 45 companies exhibited a variety of equipment and services at the 2005 Paper Recycling Conference, covering more than 4,500 square feet of exhibit space. All attendees–whether manufacturers, distributors, or retailers–had an opportunity to network and find qualified prospects for their products. The paper recycling industry sponsored a _____ at the conference.
trade show
- A promotion manager should consider _____ when planning her employer’s trade-show booth or exhibit.
all of the above
- The primary objective for exhibiting at a trade-show is to:
meet with qualified prospects face-to-face
- A marketer can build traffic for its trade-show booth or exhibit by:
doing all of the above
- Each year, White House Cleaners gives its customers calendars with the business’s address and phone number on the bottom of each page. This calendar is an example of a(n):
advertising specialty
- A(n) _____ 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.
advertising specialty
- How does an advertising specialty differ from a premium?
The premium is typically more valuable and usually bears no advertising message; consumers typically have to do something (such as watch a demonstration) to get a premium.
- During a sales call, the Coats & Clark representative surprised the owner of 1001 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:
specialty advertising
- Why has the normal unit price of advertising specialties selected by advertisers increased to the $3 to $5 range?
People tend to associate the quality of a company with the quality of the specialty items it gives.
- During a sales call, the Coats & Clark representative surprised the owner of 1001 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. This bag exemplifies a(n):
a.
business-to-business specialty
- As the operator of a moderately sized local business who has decided to advertise in the Yellow Pages, you will need to:
tell customers how to make the purchase, not why they should purchase from you
- When Megan attended the movies last night, she saw a commercial for Friedman’s Furniture store as she sat waiting for the movie to begin. This commercial was an example of:
cinema advertising
- In 2005, the producers of the Desperate Housewives television show were paid a substantial amount of money to feature a Buick automobile in one of its storylines. This would be an example of:
product placement
- In 2005, Hollywood’s writers called for a code of conduct that would draw a clear distinction between entertainment and advertising, and make sure audiences know which of the two they are being given. They insisted that when writers are asked not only to be storytellers but also to be advertising copywriters and construct stories around and for the benefit of particular brands, it is deceptive to the viewers. These writers are protesting:
brand integration
