Question 1

Why would an advertiser decide against the use of outdoor advertising in favor of some other advertising medium?

Accepted Answer

A)   Outdoor advertising lacks demographic flexibility
B)   Outdoor advertising has low frequency
C)   Outdoor advertising is one of the most expensive media per exposure
D)   Outdoor advertising is such a popular medium that demand for good locations exceed supply
E)   All of the above are legitimate reasons to select some other type of advertising mediumF) B) and D)
G) None of the above D

Question 2

Which of the following is an example of direct-mail advertising?

Accepted Answer

A)   Trina is mailed a postcard from a local children's clothing store offering her a 25 percent discount on her next purchase
B)   The postal worker delivers to the Johnson house a brochure that describes a two-day, three-night cruise on a luxury ship and offers the resident a chance to join the fun for only $695 per person
C)   In his monthly electric bill, Ian found an insert offering him a good deal on a room humidifier
D)   In her daily mail, Lola found a handbill for a supermarket that will make deliveries to her home
E)   All of the above are examples of direct-mail advertisingF) None of the above
G) All of the above

Question 3

Business-to-business advertising specialties can be especially useful in relationship marketing.

Accepted Answer

A) True 
 B)False  True

Question 4

List four reasons why an advertiser would decide to use direct-mail advertising rather than some other medium.

Accepted Answer

There are eight reasons. (1) Direct mail...

Question 5

What is the most common form of direct mail used by advertisers?

Accepted Answer

The answer of What is the most common form of...

Question 6

Transit advertising is especially suitable for reaching middle-and upper-class business travelers.

Accepted Answer

A) True 
 B)False

Question 7

What is the most commonly used type of out-of-home media?

Accepted Answer

The answer of What is the most commonly used type...

Question 8

Which of the following target markets is most readily reached with transit advertising?

Accepted Answer

A)   Upper class minority households
B)   All consumers living in rural areas
C)   Middle-to lower-income urban consumers
D)   Middle-to upper-income business travelers
E)   Lower-income consumers who live in communities of less than 25,000F) All of the above
G) B) and D)

Question 9

Direct mail is successful for two reasons. First, it meets the needs of today's fast lifestyles. Second, it:

Accepted Answer

A)   Is a recognized and accepted form of mass marketing
B)   Is never ignored by its receivers
C)   Is well supported by media editorial and entertainment content
D)   Has the lowest cost per exposure of any media
E)   Is the most effective medium for generating resultsF) B) and E)
G) A) and D) E

Question 10

Transit advertising is especially suitable for reaching what type of consumer?

Accepted Answer

Middle-to ...

Exam 8: Out-Of-Home, Direct-Mail and Specialty Advertising

Why would an advertiser decide against the use of outdoor advertising in favor of some other advertising medium?

Correct Answer
verified
D

Which of the following is an example of direct-mail advertising?

Correct Answer
verified

Business-to-business advertising specialties can be especially useful in relationship marketing.

Correct Answer
verified
True

List four reasons why an advertiser would decide to use direct-mail advertising rather than some other medium.

Correct Answer
verified
There are eight reasons. (1) Direct mail...
View Answer

What is the most common form of direct mail used by advertisers?

Correct Answer
verified

Transit advertising is especially suitable for reaching middle-and upper-class business travelers.

Correct Answer
verified

What is the most commonly used type of out-of-home media?

Correct Answer
verified

Which of the following target markets is most readily reached with transit advertising?

Correct Answer
verified

Direct mail is successful for two reasons. First, it meets the needs of today's fast lifestyles. Second, it:

Correct Answer
verified
E

Transit advertising is especially suitable for reaching what type of consumer?

Correct Answer
verified
Middle-to ...
View Answer

Exam 8: Out-Of-Home, Direct-Mail and Specialty Advertising

Why would an advertiser decide against the use of outdoor advertising in favor of some other advertising medium?

Correct AnswerverifiedD

Which of the following is an example of direct-mail advertising?

Correct AnswerverifiedShow Answer

Business-to-business advertising specialties can be especially useful in relationship marketing.

Correct AnswerverifiedTrue

List four reasons why an advertiser would decide to use direct-mail advertising rather than some other medium.

Correct AnswerverifiedThere are eight reasons. (1) Direct mail...View AnswerShow Answer

What is the most common form of direct mail used by advertisers?

Correct AnswerverifiedShow Answer

Transit advertising is especially suitable for reaching middle-and upper-class business travelers.

Correct AnswerverifiedShow Answer

What is the most commonly used type of out-of-home media?

Correct AnswerverifiedShow Answer

Which of the following target markets is most readily reached with transit advertising?

Correct AnswerverifiedShow Answer

Direct mail is successful for two reasons. First, it meets the needs of today's fast lifestyles. Second, it:

Correct AnswerverifiedE

Transit advertising is especially suitable for reaching what type of consumer?

Correct AnswerverifiedMiddle-to ...View AnswerShow Answer

Correct Answer
verified
D

Correct Answer
verified

Correct Answer
verified
True

Correct Answer
verified
There are eight reasons. (1) Direct mail...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
E

Correct Answer
verified
Middle-to ...
View Answer