Advertising Test CHAPTER 13 with Complete Solutions

Advertising Test CHAPTER 13 with
Complete Solutions

T/F The most common form of out-of-home media is transit advertising. - correct
Answer-False

T/F Out-of-home (OOH) advertising a new and exciting medium for advertisers that
involves erecting giant visual displays along highways, on buildings in busy areas, and
sometimes on storefronts. - correct Answer-False

T/F One of the main reasons for the declining popularity of OOH advertising is
excessive ad clutter. - correct Answer-False

T/F Standardized OOH advertising uses scientifically located structures to deliver an
advertiser's message to markets around the world. - correct Answer-True

T/F The three basic forms of standardized structures are bulletins, 30-sheet poster
panels, and junior panels. - correct Answer-True

T/F Large bulletin structures work best in places where traffic is heavy and visibility is
good. - correct Answer-True

T/F OOH excels at accessibility. It carries the message 24 hours per day and cannot be
fast-forwarded, put aside, zapped, or turned off. - correct Answer-True

T/F One of the benefits offered by outdoor advertising is control of the ad's physical
appearance. - correct Answer-False

T/F Billboards with all uppercase lettering are more readable than billboards with a
mixture of upper and lowercase letters. - correct Answer-False

T/F The high costs of painted bulletins can be overcome by rotating them to different
locations in the market every few days. - correct Answer-True

T/F The standard poster panel is more commonly know as the stock reach bulletin. -
correct Answer-False

T/F Outdoor advertisers can use global positioning systems to determine the exact
latitude and longitude of particular billboards. - correct Answer-True

T/F The Highway Beautification Act of 1965 controls all OOH. - correct Answer-False

, T/F One of the benefits of using transit advertising is long exposure. - correct Answer-
True

T/F Transit ads cost more than any other medium. - correct Answer-False

T/F Inside car-end posters are usually larger than inside cards. - correct Answer-True

T/F In some cities, advertisers gain complete domination by buying a total bus, meaning
all the inside space on a fleet of buses. - correct Answer-False

T/F Immersive advertising describes the integration of advertising into the message
delivery mechanism so effectively that the product is promoted while the audience is
being entertained. - correct Answer-True

T/F Cinema advertising includes lobby-based videos, sampling, special events, and
concession-based promotions. - correct Answer-True

T/F The mobile billboard is a cross between billboards and transit advertising. - correct
Answer-True

T/F A great example of guerilla marketing was an augmented reality campaign by
National Geographic that brought commuters face-to-face with digitally projected 3-D
raptors. - correct Answer-False

T/F Disadvantages of direct-mail advertising include its lack of selectivity, poor response
rates, and negative image. - correct Answer-False

T/F One of the most important parts of any direct-mail program is the mailing list
because each list identifies a market segment. - correct Answer-True

T/F Mailing lists can be tailored to reflect customer location, demographics, or
psychographics - correct Answer-True

T/F Bags are by far the largest category of promotional items. - correct Answer-False

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. street furniture - correct Answer-D

OOH advertising
A. in metropolitan areas is most largely represented by transit ads.
B. saw expenditures decline significantly from 2014 to 2015.