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Multiple Choice Quiz
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1
Outdoor advertising was more than likely the first advertising medium used.
A)True
B)False
2
The Highway Beautification Act of 1965 was enacted partly in response to consumer complaints that outdoor advertising was spoiling the environment.
A)True
B)False
3
The use of the term transit advertising is limited to that advertising see on buses and taxicabs.
A)True
B)False
4
The mobile billboard is a cross between traditional billboards and transit advertising.
A)True
B)False
5
One of the disadvantages associated with outdoor advertising is:
A)geographic flexibility
B)cost
C)availability of locations
D)poor reach
E)inadequate frequency
6
The basic unit of sales for billboards or posters is:
A)a 100 showing
B)cume units
C)frequency of impressions
D)traffic counts
E)CPM generated
7
Which of the following statements about transit advertising is true?
A)Transit advertising is popular with local advertisers.
B)National marketers do not make regular use of transit advertising.
C)Mobile billboards are a new type of transit advertising.
D)Transit advertising is a category of exhibitive media.
E)All of the above statements about transit advertising are true.
8
The cost of transit advertising depends on:
A)the cume audience desired
B)the ROP of the ad
C)the length and saturation of the showing
D)the degree of creative flexibility offered
E)how much clutter exists
9
Images of naked lesbians were apparently too much for one state lawmaker in Brooklyn, N.Y., who succeeded in getting a poster for Showtime's The L Word removed from a local bus stop. This ad was an example of:
A)immersive advertising
B)transit shelter advertising
C)inside poster
D)outside poster
E)exhibitive poster
10
_____ includes product packaging, trade show booths, and trade show exhibits.
A)Functional promotion
B)Immersive advertising
C)Exhibitive advertising
D)Variable-site advertising
E)Deregulated promotion
11
When two harried doctors in the popular Spanish television soap opera Hospital Central meet over coffee, in the foreground sits a carton of Leche Pascual, the calcium-enriched milk brand. In Los Serrano, another soap opera, a blonde teacher called Lucía tucks into a tub of Ben and Jerry's ice cream as she talks to another character in the kitchen. These are more than likely both examples of:
A)image advertising
B)product spillover
C)product slotting
D)specialty advertising
E)product placement





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