Question 1

A Gap store in a local shopping center has ads for Coca-Cola,Crest,and Halls on the entryway security panel that keeps people from stealing merchandise by sounding an alarm.Which term best describes this marketing tool?

Accepted Answer

A)   guerrilla advertising
B)   primary panels
C)   mall advertising
D)   mini-panels
E)   transit adsF) A) and E)
G) All of the above

Question 2

Which of the following are jumbo,full-color transparencies backlighted by fluorescent tubes and running the length of the bus?

Accepted Answer

A)   backlighted posters
B)   mobile bulletins
C)   bus-o-rama signs
D)   transit spectaculars
E)   mobile outside postersF) D) and E)
G) C) and D)

Question 3

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?

Accepted Answer

A)   mobile panels
B)   mini-panel
C)   junior poster
D)   inside card
E)   mini-bulletinsF) D) and E)
G) C) and E)

Question 4

Which of the following statements about direct-mail advertising is most likely true?

Accepted Answer

A)   Spending on direct mail has sharply declined due to rising postage rates.
B)   Direct-mail advertising is the top-ranked advertising medium used today.
C)   Direct-mail advertising offers firms the most direct path to desired customers.
D)   Business reply mail is the most common form of direct-mail advertising.
E)   Direct-mail advertising is too costly for most local retail businesses.F) B) and D)
G) B) and C)

Question 5

How do advertisers make painted bulletins a more cost-effective advertising media?

Accepted Answer

They rotate the bulletins to d...

Question 6

What is meant by a full showing in the case of transit advertising?

Accepted Answer

A full showing (or 1...

Question 7

List three types of direct-mail advertising and describe each.

Accepted Answer

Answers will vary bu...

Question 8

Bags are by far the largest category of promotional items.

Accepted Answer

A) True 
 B)False

Question 9

A designer has been assigned the task of creating a Mammoth Mountain,a ski resort.The concept has the billboard designed to look like a half-pipe,with a snowboarder launching over the billboard and the headline "Play big." Which of the following would be best for the font on the billboard?

Accepted Answer

A)   a lightface font
B)   tight kerning
C)   both upper and lowercase letters
D)   all uppercase typefaces
E)   alternating typeface thicknessF) C) and D)
G) None of the above

Question 10

When you hop off the subway in New York and head out onto the street,you're surprised to find a giant steaming cup of coffee in the middle of the road.In fact,it's a manhole cover that's been converted to look like a cup of coffee in a(n) _____ ad for Folgers.

Accepted Answer

A)   mobile
B)   mini-panel
C)   geographic
D)   guerilla
E)   augmented realityF) A) and B)
G) B) and C)

Question 11

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.F) A) and B)
G) A) and C)

Question 12

Which of the following is most likely an advantage of using direct-mail advertising?

Accepted Answer

A)   Advertisers find that direct mail builds brand image with its prestige.
B)   Advertisers can personalize direct mail to the needs of specific audiences.
C)   Direct mail has a very low cost per exposure compared to other mediums.
D)   Direct mail holds the interest of prospects without needing editorial content.
E)   Direct mail can be efficiently and precisely delivered due to modern tracking.F) B) and E)
G) C) and D)

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

What are take-ones?

Accepted Answer

A)   free shopping guides given away in transit terminals
B)   business reply cards placed on interior transit ads
C)   free samples given away at discount stores
D)   free menus given away by restaurants
E)   another name for on-pack premiumsF) D) and E)
G) C) and D)

Question 15

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.

Accepted Answer

A)   loyalty premium
B)   long-term advertising message
C)   advertising specialty
D)   continuity promotion
E)   take-one premiumF) A) and E)
G) A) and D)

Question 16

When an advertiser buys a total bus,ads will most likely

Accepted Answer

A)   appear on transit benches.
B)   cover the interiors of many buses.
C)   reach 100 percent market coverage.
D)   cover the entire exterior space on a bus.
E)   include a full showing at a discounted price.F) D) and E)
G) A) and B)

Question 17

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

Accepted Answer

A)   moving them to different choice locations every two to three 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.F) A) and B)
G) B) and D)

Question 18

_____ refers to the integration of advertising into the message delivery mechanism so efficiently that the product is being promoted while the audience is being entertained.

Accepted Answer

A)   Product promotion
B)   Subliminal advertising
C)   Guerrilla marketing
D)   Viral marketing
E)   Immersive advertisingF) All of the above
G) A) and B)

Question 19

The standard poster panel is more commonly know as the stock reach bulletin.

Accepted Answer

A) True 
 B)False

Question 20

In some cities,advertisers gain complete domination by buying a total bus,meaning all the inside space on a fleet of buses.

Accepted Answer

A) True 
 B)False

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

List three types of direct-mail advertising and describe each.

Correct Answer
verified
Answers will vary bu...
View Answer

A designer has been assigned the task of creating a Mammoth Mountain,a ski resort.The concept has the billboard designed to look like a half-pipe,with a snowboarder launching over the billboard and the headline "Play big." Which of the following would be best for the font on the billboard?

Correct Answer
verified

Which of the following statements about direct-mail advertising is most likely true?

Correct Answer
verified

Correct Answer
verified

In some cities,advertisers gain complete domination by buying a total bus,meaning all the inside space on a fleet of buses.

Correct Answer
verified

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?

Correct Answer
verified

What are take-ones?

Correct Answer
verified

A Gap store in a local shopping center has ads for Coca-Cola,Crest,and Halls on the entryway security panel that keeps people from stealing merchandise by sounding an alarm.Which term best describes this marketing tool?

Correct Answer
verified

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

Correct Answer
verified

What is meant by a full showing in the case of transit advertising?

Correct Answer
verified
A full showing (or 1...
View Answer

How do advertisers make painted bulletins a more cost-effective advertising media?

Correct Answer
verified
They rotate the bulletins to d...
View Answer

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

Correct Answer
verified

When an advertiser buys a total bus,ads will most likely

Correct Answer
verified

Bags are by far the largest category of promotional items.

Correct Answer
verified

When you hop off the subway in New York and head out onto the street,you're surprised to find a giant steaming cup of coffee in the middle of the road.In fact,it's a manhole cover that's been converted to look like a cup of coffee in a(n) _____ ad for Folgers.

Correct Answer
verified

Which of the following is most likely an advantage of using direct-mail advertising?

Correct Answer
verified

_____ refers to the integration of advertising into the message delivery mechanism so efficiently that the product is being promoted while the audience is being entertained.

Correct Answer
verified

The standard poster panel is more commonly know as the stock reach bulletin.

Correct Answer
verified

Which of the following are jumbo,full-color transparencies backlighted by fluorescent tubes and running the length of the bus?

Correct Answer
verified

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.

Correct Answer
verified

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

List three types of direct-mail advertising and describe each.

Correct AnswerverifiedAnswers will vary bu...View AnswerShow Answer

A designer has been assigned the task of creating a Mammoth Mountain,a ski resort.The concept has the billboard designed to look like a half-pipe,with a snowboarder launching over the billboard and the headline "Play big." Which of the following would be best for the font on the billboard?

Correct AnswerverifiedShow Answer

Which of the following statements about direct-mail advertising is most likely true?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In some cities,advertisers gain complete domination by buying a total bus,meaning all the inside space on a fleet of buses.

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

What are take-ones?

Correct AnswerverifiedShow Answer

A Gap store in a local shopping center has ads for Coca-Cola,Crest,and Halls on the entryway security panel that keeps people from stealing merchandise by sounding an alarm.Which term best describes this marketing tool?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What is meant by a full showing in the case of transit advertising?

Correct AnswerverifiedA full showing (or 1...View AnswerShow Answer

How do advertisers make painted bulletins a more cost-effective advertising media?

Correct AnswerverifiedThey rotate the bulletins to d...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

When an advertiser buys a total bus,ads will most likely

Correct AnswerverifiedShow Answer

Bags are by far the largest category of promotional items.

Correct AnswerverifiedShow Answer

When you hop off the subway in New York and head out onto the street,you're surprised to find a giant steaming cup of coffee in the middle of the road.In fact,it's a manhole cover that's been converted to look like a cup of coffee in a(n) _____ ad for Folgers.

Correct AnswerverifiedShow Answer

Which of the following is most likely an advantage of using direct-mail advertising?

Correct AnswerverifiedShow Answer

_____ refers to the integration of advertising into the message delivery mechanism so efficiently that the product is being promoted while the audience is being entertained.

Correct AnswerverifiedShow Answer

The standard poster panel is more commonly know as the stock reach bulletin.

Correct AnswerverifiedShow Answer

Which of the following are jumbo,full-color transparencies backlighted by fluorescent tubes and running the length of the bus?

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Correct Answer
verified
Answers will vary bu...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
A full showing (or 1...
View Answer

Correct Answer
verified
They rotate the bulletins to d...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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