Question 1

Careful choice of color in outdoor advertising ensures:

Accepted Answer

A)  congruence.
B)  conciseness.
C)  readability.
D)  legibility.
E)  mood creation.

Question 2

Whether a bleed or a 30-sheet poster, both use the same frame and are typical highway billboard types people have seen.

Accepted Answer

A) True 
 B)False

Question 3

A standardized sign that is three times larger than the standard poster and can be moved every 30, 60, or 90 days so consumers throughout the market see its advertising message is called a ________.

Accepted Answer

The answer of A standardized sign that is three times...

Question 4

A study commissioned by the OAAA about communication effectiveness showed overall that:

Accepted Answer

A)  34 percent of subjects noticed outdoor signs.
B)  outdoor signs can be effective in building brand recognition.
C)  50 percent of people who noticed outdoor signs actually read the copy.
D)  increased attention was not affected by the size of boards.
E)  retention dropped off 5 percent for every word beyond six on a billboard.

Question 5

Which of the following would NOT be a marketing advantage offered by out-home-advertising?

Accepted Answer

A)  provides delayed brand awareness so customers are more comfortable with their shopping or buying decisions
B)  by extending basic advertising themes beyond traditional media, creates continuity for a brand or message
C)  is a point-of-purchase reminder to customers in the shopping and buying process
D)  offers a localized approach for national advertising campaigns
E)  can enhance direct-response offers by providing web addresses and telephone numbers

Question 6

According to your text, all of the following should be considered before creating outdoor advertising EXCEPT:

Accepted Answer

A)  discussion of general guidelines.
B)  statement of clear objectives.
C)  definition of the target market.
D)  coordination of the buy.
E)  determination of specific measurable goals.

Question 7

Which is an advantage that transit advertising delivers to an advertiser that traditional outdoor does not?

Accepted Answer

A)  builds brand awareness among people on the move
B)  provides reminder messages to a mobile population
C)  Exposure takes place in an environment where the audience has more time to read the message.
D)  has a limited time to expose an audience to the message
E)  self-selects low-income viewers

Question 8

Some media in the out-of-home advertising category are more similar to ________ than to traditional advertising; the creation of Pottypalooza by Procter & Gamble is the perfect example of this.

Accepted Answer

The answer of Some media in the out-of-home advertising category...

Question 9

Outdoor advertising works best when it is used to pursue broad, more general marketing objectives.

Accepted Answer

A) True 
 B)False

Question 10

Which is NOT a point made by OAAA about designing outdoor advertising?

Accepted Answer

A)  an opportunity to visually tell a story
B)  a challenging communication task
C)  It requires clarity and focus in the expression of the concept.
D)  from a creative standpoint, the least enjoyable media to work in
E)  an opportunity to surprise viewers with words or excite them with pictures

Question 11

Which of the following aspects of outdoor advertising may make providing reliable audience research data so challenging?

Accepted Answer

A)  the lack of understanding the importance of sophisticated research techniques
B)  an audience that is at home
C)  an audience that is on the move
D)  the speed at which each board is viewed
E)  the resonance the image has

Question 12

Today, the out-of-home industry does meaningful research in all of the areas below EXCEPT:

Accepted Answer

A)  demographic segmentation information at the zip code level.
B)  ownership studies.
C)  eye movement studies.
D)  basic demographics.
E)  audited audience information.

Question 13

Out-of-home advertising combines the best features of magazines and cable TV in the way it provides one of the last opportunities to reach consumers prior to purchase.

Accepted Answer

A) True 
 B)False

Question 14

The main objective for exterior signs is to reach pedestrians and drivers, primarily during daylight hours.

Accepted Answer

A) True 
 B)False

Question 15

In 2008, expenditures for billboards constitute well over 75 percent of the out-of-home advertising industry revenues.

Accepted Answer

A) True 
 B)False

Question 16

Which is a characteristic of airport displays?

Accepted Answer

A)  reach same audience as traditional transit advertising
B)  tend to be monochromatic and backlit
C)  Vinyl wraps are typical locations for messages.
D)  fit an outdoor advertising type other than transit
E)  intended to reach pedestrian traffic in a captive environment

Question 17

The term outdoor advertising has been replaced by which term that reflects greater variety and the larger scope of this industry?

Accepted Answer

A)  out-of-home advertising
B)  broadside publication
C)  kiosk
D)  posted billing
E)  external media

Question 18

OAAA contracted to use the Personal People Meter to conduct eye-tracking studies in order to determine the levels of outdoor visibility and the impact of that visibility.

Accepted Answer

A) True 
 B)False

Question 19

Some major transit systems have even experimented with use of television and text-based messaging.

Accepted Answer

A) True 
 B)False

Question 20

Outdoor advertising is rarely used as a stand-alone medium in a more general campaign.

Accepted Answer

A) True 
 B)False

Exam 12: Out-Of-Home Advertising

The main objective for exterior signs is to reach pedestrians and drivers, primarily during daylight hours.

Correct AnswerverifiedShow Answer

According to your text, all of the following should be considered before creating outdoor advertising EXCEPT:

Correct AnswerverifiedShow Answer

A study commissioned by the OAAA about communication effectiveness showed overall that:

Correct AnswerverifiedShow Answer

Some major transit systems have even experimented with use of television and text-based messaging.

Correct AnswerverifiedShow Answer

Whether a bleed or a 30-sheet poster, both use the same frame and are typical highway billboard types people have seen.

Correct AnswerverifiedShow Answer

Some media in the out-of-home advertising category are more similar to ________ than to traditional advertising; the creation of Pottypalooza by Procter & Gamble is the perfect example of this.

Correct AnswerverifiedShow Answer

Outdoor advertising is rarely used as a stand-alone medium in a more general campaign.

Correct AnswerverifiedShow Answer

Today, the out-of-home industry does meaningful research in all of the areas below EXCEPT:

Correct AnswerverifiedShow Answer

OAAA contracted to use the Personal People Meter to conduct eye-tracking studies in order to determine the levels of outdoor visibility and the impact of that visibility.

Correct AnswerverifiedShow Answer

Which is a characteristic of airport displays?

Correct AnswerverifiedShow Answer

Which of the following aspects of outdoor advertising may make providing reliable audience research data so challenging?

Correct AnswerverifiedShow Answer

Careful choice of color in outdoor advertising ensures:

Correct AnswerverifiedShow Answer

Which of the following would NOT be a marketing advantage offered by out-home-advertising?

Correct AnswerverifiedShow Answer

A standardized sign that is three times larger than the standard poster and can be moved every 30, 60, or 90 days so consumers throughout the market see its advertising message is called a ________.

Correct AnswerverifiedShow Answer

Which is NOT a point made by OAAA about designing outdoor advertising?

Correct AnswerverifiedShow Answer

Out-of-home advertising combines the best features of magazines and cable TV in the way it provides one of the last opportunities to reach consumers prior to purchase.

Correct AnswerverifiedShow Answer

In 2008, expenditures for billboards constitute well over 75 percent of the out-of-home advertising industry revenues.

Correct AnswerverifiedShow Answer

Outdoor advertising works best when it is used to pursue broad, more general marketing objectives.

Correct AnswerverifiedShow Answer

Which is an advantage that transit advertising delivers to an advertiser that traditional outdoor does not?

Correct AnswerverifiedShow Answer

The term outdoor advertising has been replaced by which term that reflects greater variety and the larger scope of this industry?

Correct AnswerverifiedShow Answer

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