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The most authoritative source of advertising is
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An advertiser that advertises on cable TV commonly buy ads over a channel's full schedule because
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Which statement about direct-mail advertising is most likely true?
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Promotional items are frequently distributed at trade shows or employee events to improve the perception of a business.
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Transit advertising is best described as
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B. a medium with a high degree of status.
C. an ineffective medium for most national advertisers.
D. most effective if the target audience is upper-income consumers.
E. a cross between outdoor advertising and personal sales promotion
 
Which term refers to an out-of-home medium that includes bus and taxicab advertising?
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When given a choice between buying advertising time on a locally televised gardening show and transit advertising, the owner of Lowe's Jewelry Store chose the television program because he had heard about the problem transit advertisers have with
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An advertiser looking for an inexpensive advertising medium with creative flexibility, lengthy exposure, and high repetitive value, would most likely choose
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When a mobile communications service buys a basic bus, it means the service owner
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What are take-ones?
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Which of the following are jumbo, full-color transparencies backlighted by fluorescent tubes and running the length of the bus?
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When an advertiser buys a total bus, ads will most likely
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_____ 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.
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When Reed College recruits new students, they will often send a personalized letter to candidates explaining Reed's unique education vision and include a special _____envelope to encourage them to reply and schedule a visit and interview.
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_____ are larger than folders and fold to a compact size for mailing.
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Taylor received a brochure in the mail that promoted a low-cost insurance plan for retired teachers. It did not come in an envelope but was a single page, folded and stapled. Her address was written in a blank area on one side. This advertisement is an example of a
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Inside Tanya's monthly statement from Tex-Oil was a leaflet for a portable air compressor. The advertisement for the air compressor is an example of a
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_____ are reference books that list, describe, and often picture the products sold by a manufacturer, wholesaler, or retailer.
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Each quarter, an organization that finds homes for greyhounds that can no longer race mails a newsletter to organization volunteers to let them know the current needs of the organization and how well adoption efforts are going. The newsletter is an example of a
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Which of the following is most likely an advantage of using direct-mail advertising?
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A drawback of using direct-mail advertising is that it
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The company's database of current, recent, and long-past customers as well as identified prospects comprises the _____ for direct-mail programs.
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General Electric always includes an owner registration form with its products. It asks customers for their names, addresses, phone numbers, birth days, income, as well as various other questions. If the consumer returns the registration, General Electric can then sell the information and use it for their own
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Jackson & Perkins Company is looking for potential customers to whom it may send its catalog of different varieties of roses. Which of the following lists would most likely provide Jackson & Perkins with the highest response rate?
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A(n) _____ list is the house list of other direct-mail advertisers. They can be rented with a wide variety of demographic breakdowns.
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Which of the following statements about mailing lists is true?
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Godwin Mailing can be hired by advertisers to stuff and seal envelopes, affix mailing labels, and prepare the envelopes for delivery to the postal service. Godwin Mailing is most likely a
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In order to address consumer criticisms that their catalogs were simply more landfill fodder, L.L. Bean began printing them on recycled paper. Still, ____ are an increasingly widespread con of direct-mail advertising.
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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.
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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)
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How does an advertising specialty differ from a premium?
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Sit Happens is a local dog training company. At the start of each class, they give clients a free clicker, which is a training device, with the Sit Happens logo on it. This free clicker is an example of a(n)
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_____ is a cross between traditional billboards and transit advertising.
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What are the main benefits of digital display panels?
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Which of the following statements about direct-mail advertising is most likely true?
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The most common form of direct-mail is the
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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.
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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?
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The owner of an organic grocery store wants to place inside cards over the doors of city buses. To keep advertising costs down, the store owner can most likely
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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?
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An 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(n)
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The owner of Second Sighting, a consignment clothing store, has purchased a full showing with the local bus company. What will the store owner most likely receive?
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What is the most commonly used type of out-of-home media?
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Which of the following is a type of OOH advertising consisting of ready-made posters, available in any quantity and often featuring the work of first-class artists and lithographers?
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As Kathy approached the Cartersville 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 Cartersville airport, she saw the same billboard but with a different advertiser's name and phone number. Kathy most likely saw a
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A _____ is an eight-sheet billboard that offers a panel surface of 6 feet high by 12 feet wide.
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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)
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How does GPS influence the outdoor advertising purchased by a media buyer?
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What is the basic unit of sale for billboards or posters?
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The basic unit of sale for posters is 100 gross rating points daily. One rating point equals
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What does an outdoor advertiser buy when it buys a 100 showing?
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OOH advertising
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Taryn is a media buyer who has been asked to determine the best areas in Montana, South Dakota, North Dakota, and Wyoming to target billboards where Native Americans might see them. How can Taryn find the best place to position these billboards?
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The _____ is the legislation that controls outdoor advertising on U.S. interstate highways.
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Which of the following best explains why an advertiser should use OOH advertising?
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Bulletin structures
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Painted bulletins are very costly, but some advertisers overcome this expense by
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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?
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Which of the following is the widely used form of OOH advertising sometimes called a standard billboard?
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What has made locating and supervising billboards in any location across the world very easy?
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As a local advertiser, Surf City has a limited budget to spend on its outdoor advertising efforts. Surf City's ad manager, Dan, calls a billboard company to buy the billboard. He speaks with Jim, a salesperson. Based on the company's budget and lack of artistic resources in-house at Surf City, Jim recommends that Surf City utilize __________, ready-made posters featuring the work of a skilled artist where Surf City can simply place its name in the appropriate spot on the billboard.
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Dan agrees to Jim's recommendation but wants another buy as well. To lure traffic at the exit nearest Surf City, Dan would like to use a standard poster that would target cars heading southbound. On a monthly basis, the board would cost $3,000 and have the potential to be seen by 1.5 million drivers. In Chapter 9, you learned about CPM, or cost per thousand. This is calculated as [AD COST x 1000 / AUDIENCE SIZE]. Use this formula to answer this question. On that basis, the campaign would result in a monthly CPM of
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What statement is true about OOH media?
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Shelby was standing at a bus stop on a cold, dark winter morning. A Southwest Airlines ad covered the inside of the bus shelter. The ad stated "Wanna Get Away?" and showed a picture of a sunny beach. All day, Shelby thought about spring break. This ad is an example of
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Jim decides to buy the bulletin that Dave describes and also decides he would like to purchase several standard posters to put along the interstate many miles further north and south. The idea is to build frequency and to create awareness of the store long before travelers get near the Surf City exit. Dave explains where these will be placed, and then notes that they will be moved monthly to increase reach. When Jim asks how he can always know where the boards are located, Dave explains his company uses ______ to give the exact latitude and longitude of the boards.
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Jim's ads will appear along a road that is part of the U.S. interstate highway system. If Jim is smart, he will ensure that his billboard meets requirements specified by
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If the billboards are successful, Jim plans to continue to dedicate more of Surf City's advertising budget to out-of-home advertising efforts. Specifically, Jim is interested in exploring advertising in the city buses and taxi cabs, a popular transportation option for tourists visiting the area. What is the term for this category of out-of-home advertising?
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Most common direct-mail format
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List and show the products offered by a retailer
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Sometimes used as window displays or wall posters in stores
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Produced by associations or business organizations
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Allows consumer to reply without paying postage
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Printed in multiple colors with photos or illustrations on nice paper stock
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Ads enclosed in monthly customer statements
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Spot announcements cost more than participations, and they provide fewer options than network advertising.
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Spot advertising on cable channels is relatively simple because specific cities are served by a single cable company.
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Achieving gross rating points equal to the size of the target market
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Business reply cards or coupons for passengers to keep
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Integration of advertising into the message delivery mechanism
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Mail that can travel without an envelope
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Announce sales, offer discounts, generate traffic
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The three basic components of direct-mail advertising are the mailing list, the offer, and the
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Cross of traditional billboards and transit, often carried on flatbed trucks
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Form of out-of-home advertising whereby advertisers buy space on bus shelters
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A transit advertising buy that covers the entire exterior of the bus
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The least authoritative source of advertising is
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Safety First executives based their decision to use direct mail because, of all media, direct mail
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When deciding which type of direct-mail format to use, Safety First decided on the most common format, which is
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Advertiser gets all of the inside space on a fleet of buses
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Ad program in which all ads in an on a train are from one advertiser
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The Highway Beautification Act of 1965 controls all OOH.
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One of the benefits of using transit advertising is long exposure.
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Transit ads cost more than any other medium.
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Inside car-end posters are usually larger than inside cards.
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In some cities, advertisers gain complete domination by buying a total bus, meaning all the inside space on a fleet of buses.
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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.
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Cinema advertising includes lobby-based videos, sampling, special events, and concession-based promotions.
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The mobile billboard is a cross between billboards and transit advertising.
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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.
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Disadvantages of direct-mail advertising include its lack of selectivity, poor response rates, and negative image.
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Multiple ad purchases that the cable network can place throughout a channel's daily schedule offered at a discount to the advertisers is called
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For an advertiser with a small budget or limited distribution, it is best to use ______ to introduce a product region by region.
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Which term refers to the total number of homes reached by some portion of a program?
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It is more difficult to buy spot advertising than network advertising because
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Which of the following statements about cable TV is accurate?
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Local advertisers typically depend on which of the following to find good buys for their advertising dollar?
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Match the various dayparts of television time (on the left) to their corresponding timings based on Eastern Standard Time (on the right).
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A leading soap brand advertises on television with a catchy tune in the background. When the band is then advertised on radio with the same tune, research shows that listeners picture the TV commercial in their minds. This is an example of
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Safety First debated extensively the pros and cons of direct mail before making a decision to use the medium in its marketing mix. Ultimately, the company thought the benefits outweighed the risks, but first critically assessed the medium’s risks. Which of these is not a risk of direct mail?
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One of the most important parts of any direct-mail program is the mailing list because each list identifies a market segment.
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Mailing lists can be tailored to reflect customer location, demographics, or psychographics
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Bags are by far the largest category of promotional items.
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Buying 100 gross rating points means the message will appear on 100 percent of the posters.
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Media such as out advertising (billboards) and transit advertising (bus and car cards) that reach prospects outside their homes.
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An out-of-home medium in the form of billboards
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Large, outdoor billboards meant for long-term use 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.
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The basic outdoor advertising structure; it consists of blank panels with standardized size and border. Its message is first printed on large sheets of paper and then mounted by hand on the panel.
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A type of outdoor advertising consisting of ready-made 30-sheet posters, available in any quantity and often featuring the work first-class artists and lithographers.
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A smaller type of outdoor advertising, often used in urban areas close to the point of purchase.
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Giant electronic signs that usually incorporate movement, color, and flashy graphics to grab the attention of viewers in high-traffic areas.
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The basic unit of sale for billboards or posters is 100 gross rating points daily. One rating point equals 1 percent of a particular market's population.
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New satellite-based system whereby outdoor advertising companies give their customers the exact latitude and longitude of particular boards. Media buyers, equipped with sophisticated new software on their desktop computers, can then integrate this information with demographic market characteristics and traffic counts to determine the best locations for their boards without ever leaving the office.
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An out-of-home medium that includes three separate media forms: inside cards; outside posters; and station, platform, and terminal posters.
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A form of out-of-home media, where advertisers can buy space on bus shelters and on the backs of bus-stop seats.
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One-sheet, two-sheet, and three-sheet posters in many bus, subway, and commuter train stations as well as in major train and airline terminals. They are usually custom designed and include such attention getters as floor displays, island showcases, illuminated signs, dioramas (three-dimensional scenes), and clocks with special lighting and moving messages.
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A transit advertisement, normally 11 by 28 inches, placed in a wall rack above the window of a bus.
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Transit advertisements of varying sizes, positioned in the bulkhead.
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The variety of transit advertisements appearing on the outside of buses, including king size, queen size, traveling display, rear of bus, and front of bus.
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In transit advertising, internally illuminated two-sided posters positioned on the roofs of taxis. Some advertising also appears on the doors or rear.
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A traditional term referring to the relative number of outdoor posters used during a contract period, indicating the intensity of market coverage.
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A unit of purchase in transit advertising where one card will appear in each vehicle in the system.
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In transit advertising, all the inside space on a group of buses, giving the advertiser complete domination.
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In transit advertising, pads of business reply cards or coupons, affixed to interior advertisements for an extra charge, that allow passengers to request more detailed information, send in application blanks, or receive some other product benefit.
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A bus roof sign, which is actually a full-color transparency backlighted by fluorescent tubes, running the length of the bus.
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A special transit advertising buy that covers the entire exterior of a bus, including the front, rear, sides, and top.
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An advertising program under which all the advertising in and on a train is from a single advertiser. This advertising concept was first used in subway trains in New York City and is being used on the Las Vega monorail.
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The integration of advertising into the message delivery mechanism so effectively that the product is being promoted while the audience is being entertained.
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Advertising in a movie.
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A cross between traditional billboards and transit advertising; some specifically designed flatbed trucks carry long billboards up and down busy thoroughfares.
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Signs that display text and graphic messages similar to the big screens in sports stadiums. The signs can transmit commercial messages to retail stores, where shoppers see them. The stores pay nothing for the signs and receive a percentage of the advertising revenue.
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Using unconventional, low-cost techniques to promote products and services.
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All forms of advertising sent directly to prospective customers without using one of the commercial media forms.
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Direct-mail advertising that utilizes three-dimensional shapes and unusual materials.
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Electronic mail messages transmitted electronically between computers.
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The most common form of direct mail. Sales letters may be typeset and printed, or computer generated.
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Cards sent by advertisers to announce sales, offer discounts, or otherwise generate consumer traffic.
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A type of return mail that enables the recipient of direct-mail advertising to respond without paying postage.
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Large, heavy-stock fliers, often folded and sent out as self-mailers.
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Sales materials printed on heavier paper and featuring color photographs, illustrations, and typography.
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A form of direct-mail advertisement, larger than a folder and sometimes used as a window display of wall poster in stores. It can be folded to a compact size and inserted into a mailer.
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Any type of direct-mail piece that can travel by mail without an envelope. Usually folded and secured by a staple or a seal, self-mailers have a special blank space for the prospect's name and address.
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Advertisements enclosed in the monthly customer statements mailed by department stores, banks, utilities, or oil companies.
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Internal and external publications produced by business organizations, including stockholder reports, newsletters, consumer magazines, and dealer publications. Most are produced by a company's advertising or public relations department or by its agency.
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Reference books mailed to prospective customers that list, describe, and often picture the products sold by a manufacturer, wholesaler, jobber, or retailer.
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A company's most important and valuable direct-mail list, which may contain current, recent, and long-past customers or future prospects.
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A type of direct-mail 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.
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A type of direct-mail list that has been compiled by another source, such as lists of automobile owners, new home purchasers, business owners, union members, and so forth. It is the most readily available type of list but offers the lowest response rate.
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An intermediary who handles rental of mailing lists for list owners on a commission basis.
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A firm that stuffs envelopes, affixes labels, calculates postage, sorts pieces into stacks or bundles, and otherwise prepares items for mailing.
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Useful or decorative articles of merchandise, usually imprinted with a company's name, logo, or message, that are utilized in marketing communications programs.
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Promotional products that are distributed free.
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Imported promotional items that are given as an incentive for a specific action.
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The most common form of out-of-home media is transit advertising.
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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.
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One of the main reasons for the declining popularity of OOH advertising is excessive ad clutter.
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Standardized OOH advertising uses scientifically located structures to deliver an advertiser's message to markets around the world.
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The three basic forms of standardized structures are bulletins, 30-sheet poster panels, and junior panels.
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Large bulletin structures work best in places where traffic is heavy and visibility is good.
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OOH excels at accessibility. It carries the message 24 hours per day and cannot be fast-forwarded, put aside, zapped, or turned off.
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One of the benefits offered by outdoor advertising is control of the ad's physical appearance.
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Billboards with all uppercase lettering are more readable than billboards with a mixture of upper and lowercase letters.
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The high costs of painted bulletins can be overcome by rotating them to different locations in the market every few days.
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The standard poster panel is more commonly know as the stock reach bulletin.
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Outdoor advertisers can use global positioning systems to determine the exact latitude and longitude of particular billboards.
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