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The most authoritative source of advertising is
tv
 
An advertiser that advertises on cable TV commonly buy ads over a channel's full schedule because
a cable network targets a relatively narrow audience.
 
Which statement about direct-mail advertising is most likely true?
Direct mail is typically targeted to the advertiser's best prospects.
 
Promotional items are frequently distributed at trade shows or employee events to improve the perception of a business.
True
 
Transit advertising is best described as
A. a low-cost, out-of-home medium.
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?
A. car-end posters
B. advertising integration
C. auto advertising
D. transit advertising
E. geographic advertising
 
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
A. limited selectivity.
B. short ad exposure.
C. creative inflexibility.
D. low readership rates.
E. high maintenance costs
 
An advertiser looking for an inexpensive advertising medium with creative flexibility, lengthy exposure, and high repetitive value, would most likely choose
A. radio.
B. television.
C. direct mail.
D. newspapers.
E. transit advertising.
 
When a mobile communications service buys a basic bus, it means the service owner
A. has bought the services of the transit system to distribute coupons.
B. has bought all the inside space on a group of buses.
C. expects a 100 percent reach for the advertising.
D. has bought all of the exterior space on one bus.
E. has bought a full showing.
 
What are take-ones?
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 premiums
 
Which of the following are jumbo, full-color transparencies backlighted by fluorescent tubes and running the length of the bus?
A. backlighted posters
B. mobile bulletins
C. bus-o-rama signs
D. transit spectaculars
E. mobile outside posters
 
When an advertiser buys a total bus, ads will most likely
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.
 
_____ 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.
A. Product promotion
B. Subliminal advertising
C. Guerrilla marketing
D. Viral marketing
E. Immersive
 
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.
A. fourth-class
B. business reply
C. priority
D. second-class
E. third-class
 
_____ are larger than folders and fold to a compact size for mailing.
A. House organs
B. Broadsides
C. Marquee folders
D. Statement stuffers
E. Gatefolds
 
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
A. broadside.
B. marketing avail.
C. self-mailer.
D. telemarketing form.
E. gatefold.
 
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
A. self-mailer.
B. house organ.
C. broadside.
D. statement stuffer.
E. public relations release.
 
_____ are reference books that list, describe, and often picture the products sold by a manufacturer, wholesaler, or retailer.
A. Statement stuffers
B. Compiled lists
C. House organs
D. Catalogs
E. Folders
 
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
A. reprint.
B. catalog.
C. broadside.
D. house organ.
E. statement stuffer.
 
Which of the following is most likely an advantage of using direct-mail advertising?
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
 
A drawback of using direct-mail advertising is that it
A. relies too heavily on social and digital media for promotion.
B. prevents advertisers from controlling circulation and quality.
C. has the highest cost per exposure of any medium.
D. has limited coverage and reach capabilities.
E. achieves very low response rates
 
The company's database of current, recent, and long-past customers as well as identified prospects comprises the _____ for direct-mail programs.
A. buyer directory
B. house list
C. mail-response list
D. compiled list
E. inquiry file
 
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
A. buyer directory.
B. mail-response list.
C. inquiry file.
D. compiled list.
E. house list.
 
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?
A. a mail-response list of Park Rose Seed Company customers
B. a compiled list of residents of Milwaukee
C. a mail-response list of Cable Car Clothiers customers
D. a compiled list of home owners
E. a compiled list of Garden Club members
 
A(n) _____ list is the house list of other direct-mail advertisers. They can be rented with a wide variety of demographic breakdowns.
A. demographic
B. compiled
C. in-house inquiry
D. outsourced inquiry
E. mail-response
 
Which of the following statements about mailing lists is true?
A. The normal commission that a list broker pays to a list owner is 10 percent.
B. "Cleaning" occurs when a house list and a compiled list are merged into one.
C. Mail-order advertisers are unable to check the validity of a rented list.
D. The average mailing list changes by more than 40 percent per year.
E. Mailing lists should be updated every four years to maintain validity.
 
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
A. postal center facility.
B. merge-purge shop.
C. mailing broker.
D. letter shop.
E. bulk mail center.
 
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.
A. de-inking facilities
B. premium catalogs
C. selective consumers
D. environmental concerns
E. personal attitudes
 
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.
A. loyalty premium
B. long-term advertising message
C. advertising specialty
D. continuity promotion
E. take-one premium
 
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)
A. continuity gift.
B. premium.
C. trade deal.
D. advertising specialty.
E. trade promotion.
 
How does an advertising specialty differ from a premium?
A. Premiums are always emblazoned with the name of the company that gave them away; advertising specialties are not.
B. A premium is typically more valuable than an advertising specialty and usually bears no advertising message.
C. Advertising specialties are typically more expensive than premiums.
D. Advertising specialties are promotional items, but premiums are not.
E. Premiums are always free; advertising specialties are not
 
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)
A. wearable.
B. advertising specialty.
C. loyalty prize.
D. marketing medium.
E. premium.
 
_____ is a cross between traditional billboards and transit advertising.
A. Advertainment
B. A mobile billboard
C. The full-showing panel
D. Variable-site advertising
E. On-board advertising
 
What are the main benefits of digital display panels?
A. Only the advertiser can change the display, allowing them to change ads based on performance.
B. They are an inexpensive and flexible medium that can help transit systems in emergencies and entertain passengers.
C. Their ability to eliminate selective perception makes their high costs worthwhile, and they finance themselves.
D. The transit authority can monitor passengers for criminal behavior, passengers are safer, and they finance themselves through advertising.
E. By identifying passengers through facial recognition, ads can be customized to individual's tastes
 
Which of the following statements about direct-mail advertising is most likely true?
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.
 
The most common form of direct-mail is the
A. statement stuffer.
B. brochure.
C. self-mailer.
D. broadside.
E. sales letter.
 
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.
A. mobile
B. mini-panel
C. geographic
D. guerilla
E. augmented reality
 
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?
A. mobile panels
B. mini-panel
C. junior poster
D. inside card
E. mini-bulletins
 
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
A. buy a full showing plus take-ones to cover the area.
B. print different ads on both sides of the card.
C. demand a refund if sales goals are not met.
D. invest in a brand train promotion.
E. print additional terminal posters.
 
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?
A. guerrilla advertising
B. primary panels
C. mall advertising
D. mini-panels
E. transit ads
 
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)
A. bus bulletin.
B. standard bus.
C. bus-o-rama.
D. outside poster.
E. junior panel.
 
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?
A. An ad will be placed in every transit shelter for a month.
B. A floor display will be put in the main bus terminal.
C. A card will be placed in every bus operated by the transit system.
D. A discounted rate for purchases will be listed on outside posters on a bus.
E. A take-one display will be affixed to interior ads in buses
 
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
 
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?
A. stock posters
B. junior panels
C. bulletins
D. spectaculars
E. standard billboards
 
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
A. painted display.
B. junior panel.
C. stock poster.
D. repetitive billboard.
E. mobile billboard
 
A _____ is an eight-sheet billboard that offers a panel surface of 6 feet high by 12 feet wide.
A. junior poster
B. pint-sized bulletin
C. thumbnail
D. baby bulletin
E. subordinate 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)
A. spectacular.
B. standard billboard.
C. ornate panel.
D. fantasy bulletin.
E. extravaganza
 
How does GPS influence the outdoor advertising purchased by a media buyer?
A. GPS can be used to determine the best locations for the billboards.
B. GPS can be used to identify the most effective marketing mix.
C. GPS can be used to increase traffic near billboard locations.
D. GPS can be used to locate sites for unused transit ads.
E. GPS can be used to find customers with smartphones
 
What is the basic unit of sale for billboards or posters?
A. quarterly reach
B. 100 showing
C. monthly CPP
D. target audience frequency
E. share of market
 
The basic unit of sale for posters is 100 gross rating points daily. One rating point equals
A. 1 percent of a particular market's population.
B. one market sample per billboard.
C. each individual in the market.
D. each household in the market.
E. each ad exposure per day
 
What does an outdoor advertiser buy when it buys a 100 showing?
A. It has been guaranteed that 100 percent of the population will be exposed to its outdoor advertising daily until there is a 10 percent return.
B. It buys 100 panels for a specified period of time, usually 100 days.
C. It pays 100 percent of the rate card price for as many panels as it chooses to utilize.
D. It buys 100 percent of the billboards owned by that particular outdoor advertising company within the specified area for 100 days.
E. It has its message displayed on as many panels as needed to provide a daily exposure equal to 100 percent of the market's population
 
OOH advertising
A. in metropolitan areas is most largely represented by transit ads.
B. saw expenditures decline significantly from 2014 to 2015.
C. is not used outside the United States.
D. dates back to the 1800s.
E. is used as a directional medium for motorists.
 
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?
A. She can use the annual billboard report issued by the American Advertising Association.
B. She can use a national plant operator that provides a lifestyle location service.
C. She can use Google Maps to examine the locations.
D. She can use a global positioning system (GPS) and sophisticated software.
E. There is nothing she can do except fly to each state and inspect each location personally.
 
The _____ is the legislation that controls outdoor advertising on U.S. interstate highways.
A. Federal Trade Commission Act of 1934
B. Federal Communications Controls Act of 1971
C. Highway Beautification Act of 1965
D. Warren/Magnuson Highway Act of 1986
E. Environmental Protection Law of 1955
 
Which of the following best explains why an advertiser should use OOH advertising?
A. OOH advertising offers a low cost per exposure.
B. OOH messages are influenced by their environment.
C. OOH advertising involves minimal preparation and planning.
D. The audience demographics for OOH ads are easy to measure.
E. Many locations are readily available for OOH advertising because of low demand
 
Bulletin structures
A. are most effective in spots where traffic is heavy and visibility is good.
B. are most effective when letters are in lightface rather than boldface.
C. are smaller than structures with eight-sheet posters.
D. are designed for short-term use only.
E. generally measure 8 by 12 inches
 
Painted bulletins are very costly, but some advertisers overcome this expense by
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.
 
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?
A. a lightface font
B. tight kerning
C. both upper and lowercase letters
D. all uppercase typefaces
E. alternating typeface thickness
 
Which of the following is the widely used form of OOH advertising sometimes called a standard billboard?
A. a terminal poster
B. a painted bulletin
C. poster board
D. a standard poster panel
E. a stock-poster panel
 
What has made locating and supervising billboards in any location across the world very easy?
global positioning systems
 
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.
stock posters
 
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
$2.00
 
What statement is true about OOH media?
It communicates a brief message to mass audiences quickly and frequently.
 
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
transit shelter advertising.
 
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.
global positioning systems (GPS)
 
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
the Highway Beautification Act of 1965.
 
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?
transit advertising
 
Most common direct-mail format
Sales letter
 
List and show the products offered by a retailer
Catalog
 
Sometimes used as window displays or wall posters in stores
Broadsides
 
Produced by associations or business organizations
House organs
 
Allows consumer to reply without paying postage
Business reply mail
 
Printed in multiple colors with photos or illustrations on nice paper stock
Folders / brochures
 
Ads enclosed in monthly customer statements
Statement stuffers
 
Spot announcements cost more than participations, and they provide fewer options than network advertising.
False
 
Spot advertising on cable channels is relatively simple because specific cities are served by a single cable company.
False
 
Achieving gross rating points equal to the size of the target market
100 showing
 
Business reply cards or coupons for passengers to keep
take-ones
 
Integration of advertising into the message delivery mechanism
immersive advertising
 
Mail that can travel without an envelope
Postcards
 
Announce sales, offer discounts, generate traffic
Self-mailers
 
The three basic components of direct-mail advertising are the mailing list, the offer, and the
creative package.
 
Cross of traditional billboards and transit, often carried on flatbed trucks
mobile billboard
 
Form of out-of-home advertising whereby advertisers buy space on bus shelters
transit shelter ads
 
A transit advertising buy that covers the entire exterior of the bus
total bus
 
The least authoritative source of advertising is
the Internet.
 
Safety First executives based their decision to use direct mail because, of all media, direct mail
allows Safety First to communicate directly with the consumer.
 
When deciding which type of direct-mail format to use, Safety First decided on the most common format, which is
sales letter.
 
Advertiser gets all of the inside space on a fleet of buses
basic bus
 
Ad program in which all ads in an on a train are from one advertiser
brand trains
 
The Highway Beautification Act of 1965 controls all OOH.
False
 
One of the benefits of using transit advertising is long exposure.
True
 
Transit ads cost more than any other medium.
False
 
Inside car-end posters are usually larger than inside cards.
True
 
In some cities, advertisers gain complete domination by buying a total bus, meaning all the inside space on a fleet of buses.
False
 
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.
True
 
Cinema advertising includes lobby-based videos, sampling, special events, and concession-based promotions.
True
 
The mobile billboard is a cross between billboards and transit advertising.
True
 
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.
False
 
Disadvantages of direct-mail advertising include its lack of selectivity, poor response rates, and negative image.
False
 
Multiple ad purchases that the cable network can place throughout a channel's daily schedule offered at a discount to the advertisers is called
run-of-schedule positioning.
 
For an advertiser with a small budget or limited distribution, it is best to use ______ to introduce a product region by region.
spots
 
Which term refers to the total number of homes reached by some portion of a program?
total audience
 
It is more difficult to buy spot advertising than network advertising because
stations need to be contacted individually
 
Which of the following statements about cable TV is accurate?
Cable TV includes pay channels, such as Showtime.
 
Local advertisers typically depend on which of the following to find good buys for their advertising dollar?
station reps
 
Match the various dayparts of television time (on the left) to their corresponding timings based on Eastern Standard Time (on the right).
Day time                     9 a.m.–4 p.m.
Early fringe                 4:00–5.30 p.m.
Early news                  5.30–7.30 p.m.
Prime access               7.30–8:00 p.m.
 
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
imagery transfer.
 
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?
response rate
 
One of the most important parts of any direct-mail program is the mailing list because each list identifies a market segment.
True
 
Mailing lists can be tailored to reflect customer location, demographics, or psychographics
True
 
Bags are by far the largest category of promotional items.
False
 
Buying 100 gross rating points means the message will appear on 100 percent of the posters.
False
 
Media such as out advertising (billboards) and transit advertising (bus and car cards) that reach prospects outside their homes.
out-of-home media
 
An out-of-home medium in the form of billboards
outdoor advertising
 
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.
bulletin structures
 
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.
30-sheet poster panel
 
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.
stock posters
 
A smaller type of outdoor advertising, often used in urban areas close to the point of purchase.
eight-sheet posters
 
Giant electronic signs that usually incorporate movement, color, and flashy graphics to grab the attention of viewers in high-traffic areas.
spectaculars
 
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.
100 showing
 
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.
global positioning systems (GPSs)
 
An out-of-home medium that includes three separate media forms: inside cards; outside posters; and station, platform, and terminal posters.
transit advertising
 
A form of out-of-home media, where advertisers can buy space on bus shelters and on the backs of bus-stop seats.
transit shelter advertising
 
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.
terminal posters
 
A transit advertisement, normally 11 by 28 inches, placed in a wall rack above the window of a bus.
inside card
 
Transit advertisements of varying sizes, positioned in the bulkhead.
car-end posters
 
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.
outside posters
 
In transit advertising, internally illuminated two-sided posters positioned on the roofs of taxis. Some advertising also appears on the doors or rear.
taxicab exteriors
 
A traditional term referring to the relative number of outdoor posters used during a contract period, indicating the intensity of market coverage.
showing
 
A unit of purchase in transit advertising where one card will appear in each vehicle in the system.
full showing
 
In transit advertising, all the inside space on a group of buses, giving the advertiser complete domination.
basic bus
 
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.
take-ones
 
A bus roof sign, which is actually a full-color transparency backlighted by fluorescent tubes, running the length of the bus.
bus-o-rama signs
 
A special transit advertising buy that covers the entire exterior of a bus, including the front, rear, sides, and top.
total bus
 
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.
brand trains
 
The integration of advertising into the message delivery mechanism so effectively that the product is being promoted while the audience is being entertained.
immersive advertising
 
Advertising in a movie.
cinema advertising
 
A cross between traditional billboards and transit advertising; some specifically designed flatbed trucks carry long billboards up and down busy thoroughfares.
mobile billboard
 
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.
digital signs
 
Using unconventional, low-cost techniques to promote products and services.
guerilla marketing
 
All forms of advertising sent directly to prospective customers without using one of the commercial media forms.
direct mail advertising
 
Direct-mail advertising that utilizes three-dimensional shapes and unusual materials.
dimensional direct mail
 
Electronic mail messages transmitted electronically between computers.
e-mail
 
The most common form of direct mail. Sales letters may be typeset and printed, or computer generated.
sales letters
 
Cards sent by advertisers to announce sales, offer discounts, or otherwise generate consumer traffic.
postcards
 
A type of return mail that enables the recipient of direct-mail advertising to respond without paying postage.
business reply mail
 
Large, heavy-stock fliers, often folded and sent out as self-mailers.
folders
 
Sales materials printed on heavier paper and featuring color photographs, illustrations, and typography.
brochures
 
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.
broadsides
 
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.
self-mailers
 
Advertisements enclosed in the monthly customer statements mailed by department stores, banks, utilities, or oil companies.
statement stuffers
 
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.
house organs
 
Reference books mailed to prospective customers that list, describe, and often picture the products sold by a manufacturer, wholesaler, jobber, or retailer.
catalogs
 
A company's most important and valuable direct-mail list, which may contain current, recent, and long-past customers or future prospects.
house list
 
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.
mail-response lists
 
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.
compiled lists
 
An intermediary who handles rental of mailing lists for list owners on a commission basis.
list broker
 
A firm that stuffs envelopes, affixes labels, calculates postage, sorts pieces into stacks or bundles, and otherwise prepares items for mailing.
letter shop
 
Useful or decorative articles of merchandise, usually imprinted with a company's name, logo, or message, that are utilized in marketing communications programs.
promotional products
 
Promotional products that are distributed free.
advertising specialties
 
Imported promotional items that are given as an incentive for a specific action.
premiums
 
The most common form of out-of-home media is transit advertising.
False
 
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.
False
 
One of the main reasons for the declining popularity of OOH advertising is excessive ad clutter.
False
 
Standardized OOH advertising uses scientifically located structures to deliver an advertiser's message to markets around the world.
True
 
The three basic forms of standardized structures are bulletins, 30-sheet poster panels, and junior panels.
True
 
Large bulletin structures work best in places where traffic is heavy and visibility is good.
True
 
OOH excels at accessibility. It carries the message 24 hours per day and cannot be fast-forwarded, put aside, zapped, or turned off.
True
 
One of the benefits offered by outdoor advertising is control of the ad's physical appearance.
False
 
Billboards with all uppercase lettering are more readable than billboards with a mixture of upper and lowercase letters.
False
 
The high costs of painted bulletins can be overcome by rotating them to different locations in the market every few days.
True
 
The standard poster panel is more commonly know as the stock reach bulletin.
False
 
Outdoor advertisers can use global positioning systems to determine the exact latitude and longitude of particular billboards.
True