MOS 3322 MIDTERM LATEST
EXAM
Outdoor advertising - ANSWERS-1. Posters/billboards
2. Backlit poster
3. Superboard/spectacular
4. Mural advertisements
5. Digital video boards
6. Street level posters
7. Mall posters
Transit advertising - ANSWERS-1. Transit posters
2. Door card
3. Station posters
4. Station domination
5. King poster
6. Seventy poster
7. Full wrap
8. Bus mural
9. Bus back
END OF
PAGE
1
, MOS 3322 MIDTERM LATEST
EXAM
Door card - ANSWERS-A vertically oriented poster usually found
beside the doors of subway cars and light rapid transit (LRT) commuter
trains
Station domination - ANSWERS-One advertiser purchases all
advertising inventory available in a subway station
King poster - ANSWERS-An oversized poster attached to the side of a
bus
Seventy poster - ANSWERS-A small poster usually affixed to the side
or back of a bus
Full wrap - ANSWERS-An advertisement in the form of a vinyl
covering that covers both sides and the back of the vehicle
Other forms of out-of-home advertising - ANSWERS-1. Washroom
advertising
2. Elevator advertising
END OF
PAGE
2
, MOS 3322 MIDTERM LATEST
EXAM
3. Arena and stadium advertising
4. Cinema advertising
Advantages of outdoor advertising - ANSWERS-Reach, frequency,
coverage flexibility, compatibility, awareness
Disadvantages of outdoor advertising - ANSWERS-Creative limitations,
targeting, cost, image
Advantages of transit advertising - ANSWERS-Reach, frequency,
continuous exposure, coverage flexibility
Disadvantages of transit advertising - ANSWERS-Targeting,
environment
Marketing research - ANSWERS-A marketing function that links the
consumer/customer/public to the marketer through information, the
information is used to define marketing opportunities and problems,
generate marketing strategies, evaluate marketing actions and monitor
performance
END OF
PAGE
3
, MOS 3322 MIDTERM LATEST
EXAM
Reliability - ANSWERS-Degree of similarity of results achieved if
another research study were undertaken under similar circumstances
Validity - ANSWERS-A research procedure's ability to measure what it
is intended to measure
Sampling frame - ANSWERS-A list used to access a representative
sample of a population, it is a means of accessing people for a research
study
Probability sample - ANSWERS-A sample of respondents who are
known to have an equal chance of selection and are randomly selected
from the sampling frame
Non-probability sample - ANSWERS-A sample of respondents who
have an unknown chance of selection and are chosen because of factors
such as convenience or the judgment of the researcher
Data collection methods - ANSWERS-1. Survey research
2. Fixed response (close ending) questioning
3. Open response (open ending) questioning
END OF
PAGE
4
EXAM
Outdoor advertising - ANSWERS-1. Posters/billboards
2. Backlit poster
3. Superboard/spectacular
4. Mural advertisements
5. Digital video boards
6. Street level posters
7. Mall posters
Transit advertising - ANSWERS-1. Transit posters
2. Door card
3. Station posters
4. Station domination
5. King poster
6. Seventy poster
7. Full wrap
8. Bus mural
9. Bus back
END OF
PAGE
1
, MOS 3322 MIDTERM LATEST
EXAM
Door card - ANSWERS-A vertically oriented poster usually found
beside the doors of subway cars and light rapid transit (LRT) commuter
trains
Station domination - ANSWERS-One advertiser purchases all
advertising inventory available in a subway station
King poster - ANSWERS-An oversized poster attached to the side of a
bus
Seventy poster - ANSWERS-A small poster usually affixed to the side
or back of a bus
Full wrap - ANSWERS-An advertisement in the form of a vinyl
covering that covers both sides and the back of the vehicle
Other forms of out-of-home advertising - ANSWERS-1. Washroom
advertising
2. Elevator advertising
END OF
PAGE
2
, MOS 3322 MIDTERM LATEST
EXAM
3. Arena and stadium advertising
4. Cinema advertising
Advantages of outdoor advertising - ANSWERS-Reach, frequency,
coverage flexibility, compatibility, awareness
Disadvantages of outdoor advertising - ANSWERS-Creative limitations,
targeting, cost, image
Advantages of transit advertising - ANSWERS-Reach, frequency,
continuous exposure, coverage flexibility
Disadvantages of transit advertising - ANSWERS-Targeting,
environment
Marketing research - ANSWERS-A marketing function that links the
consumer/customer/public to the marketer through information, the
information is used to define marketing opportunities and problems,
generate marketing strategies, evaluate marketing actions and monitor
performance
END OF
PAGE
3
, MOS 3322 MIDTERM LATEST
EXAM
Reliability - ANSWERS-Degree of similarity of results achieved if
another research study were undertaken under similar circumstances
Validity - ANSWERS-A research procedure's ability to measure what it
is intended to measure
Sampling frame - ANSWERS-A list used to access a representative
sample of a population, it is a means of accessing people for a research
study
Probability sample - ANSWERS-A sample of respondents who are
known to have an equal chance of selection and are randomly selected
from the sampling frame
Non-probability sample - ANSWERS-A sample of respondents who
have an unknown chance of selection and are chosen because of factors
such as convenience or the judgment of the researcher
Data collection methods - ANSWERS-1. Survey research
2. Fixed response (close ending) questioning
3. Open response (open ending) questioning
END OF
PAGE
4
