Question 1

In transit advertising, which of the following holds true if an advertiser has bought a total bus?
A)The advertiser has bought an entire bus.
B)The advertiser has bought all the inside space on a group of buses.
C)The advertiser will obtain a 100 percent reach.
D)The advertiser has bought all the exterior space on a bus.
E)The advertiser has bought a full showing.

Accepted Answer

A single advertiser may buy a total bus-all the exterior space, including the front, rear, sides, and top.

Question 2

_____ is/are a category of out-of-home media that includes bus and taxicab advertising.
A)Product placement
B)Yellow Pages
C)Advertising specialty
D)Transit advertising
E)Premiums

Accepted Answer

Transit advertising is a category of out-of-home media that includes bus and taxicab advertising as well as posters on transit shelters, terminals, and subways.

Question 3

Which of the following is true of transit shelter advertising?
A)It is an extremely expensive mode of outdoor advertising.
B)It involves buying space on bus shelters and on the backs of bus-stop seats.
C)It does not provide complete market coverage.
D)It is restricted in many countries in business and residential areas.
E)It involves paying a fee to have a product written into a movie or a TV program.

Accepted Answer

In cities with mass-transit systems, advertisers can buy space on bus shelters and on the backs of bus-stop seats. Transit shelter advertising is a relatively new out-of-home form enjoying great success.

Question 4

In terms of transit advertising, _____ refer(s) to all the inside space on a group of buses.
A)total bus
B)brand trains
C)inside cards
D)bus-o-rama signs
E)basic bus

Accepted Answer

In some cities, advertisers gain complete domination by buying the basic bus-all the inside space on a group of buses.

Question 5

Which of the following is true of transit shelter advertising?
A)It is restricted in business or residential areas of some countries.
B)It is allowed free of cost in cities with mass-transit systems.
C)It is extremely expensive as it is a relatively new out-of-home form of advertising.
D)It is an excellent complement to outdoor posters enabling total market coverage in a comprehensive outdoor program.
E)It involves paying a fee to have a product written into a movie or TV program.

Accepted Answer

In cities with mass-transit systems, advertisers can buy space on bus shelters and on the backs of bus-stop seats. Transit shelter advertising is a relatively new out-of-home form enjoying great success.It is an excellent complement to outdoor posters and bulletins, enabling total market coverage in a comprehensive outdoor program.

Question 6

Outdoor companies use _____ to give the exact location of particular billboards using satellite technology.
A)global positioning systems
B)management information systems
C)electronic displays
D)brand trains
E)mobile billboards

Accepted Answer

Today, outdoor companies use global positioning systems (GPSs) to give the exact location of particular boards using satellite technology. Media buyers, equipped with sophisticated software, can then integrate this information with demographic market characteristics and traffic counts to determine the best locations for their boards.

Question 7

Which of the following is true of transit advertising?
A)Transit advertising is not popular with local advertisers as they cannot tailor it to their own needs.
B)Transit advertising is considered a major medium by advertisers.
C)Transit shelter advertising is an outdated form of out-of-home advertising.
D)Transit advertising is a cost-effective way for marketers to reach a large audience of people.
E)Transit advertising is a basic form of standardized outdoor advertising.

Accepted Answer

Transit advertising is a category of out-of-home media that includes bus and taxicab advertising as well as posters on transit shelters, terminals, and subways. Transit advertising is a cost-effective way for marketers to reach a large audience of people.

Question 8

Which of the following statements is true of transit advertising?
A)Transit advertising is not useful for national marketers.
B)Standardization and better research have made transit advertising more attractive to national advertisers.
C)Local advertisers typically do not use transit advertising because they cannot tailor it to their own needs.
D)It is impossible to measure the reach or frequency of transit advertising.
E)Transit advertising is ineffective when used in conjunction with outdoor posters and bulletins.

Accepted Answer

Transit advertising is a category of out-of-home media that includes bus and taxicab advertising as well as posters on transit shelters, terminals, and subways. Although transit is not considered a major medium by most advertising practitioners, standardization, better research, more statistical data, and measured circulation have made transit advertising more attractive to national advertisers.

Question 9

What is the basic unit of sale for billboards or posters?
A)Quarterly reach
B)100 showing
C)Average quarter-hour share
D)Cume rating
E)Avails

Accepted Answer

The basic unit of sale for billboards, or posters, is 100 gross rating points daily, or a 100 showing. One rating point equals 1 percent of a particular market's population.

Question 10

Which of the following holds true when an outdoor advertiser buys 100 gross rating points?
A)The advertiser has bought 100 percent of the billboards owned by that particular outdoor advertising company within a specified area.
B)The advertiser has been guaranteed that 100 percent of the population will be exposed to its outdoor advertising daily.
C)The advertiser has paid 100 percent of the rate card price for as many panels as it chooses to utilize.
D)The advertiser's message will appear on 100 posters.
E)The advertiser's message will appear on as many panels as needed to provide a daily exposure theoretically equal to the market's total population.

Accepted Answer

Buying 100 gross rating points does not mean the message will appear on 100 posters; it means the message will appear on as many panels as needed to provide a daily exposure theoretically equal to the market's total population.

Question 11

_____, a type of transit advertising, are printed on high-grade cardboard and often varnished for weather resistance. They are most widely used on the side, rear, and front of a bus.
A)Terminal posters
B)Outside posters
C)Inside cards
D)Car-end posters
E)Bus exteriors

Accepted Answer

Outside posters, a type of transit advertising, are printed on high-grade cardboard and often varnished for weather resistance. The most widely used outside posters are on the side, rear, and front of a bus.

Question 12

In terms of transit advertising, which of the following refers to take-ones?
A)Business reply cards affixed to interior ads for passengers to request more detailed information
B)Product samples given away at discount stores
C)Elaborate menus presented at restaurants with ads
D)Jumbo full-color pamphlets backlighted by fluorescent tubes
E)Free shopping guides given away in buses, subways, and commuter train terminals.

Accepted Answer

In transit advertising, for an extra charge, pads of business reply cards or coupons (called take-ones) can be affixed to interior ads in buses for passengers to request more detailed information, send in application blanks, or receive some other benefit.

Question 13

One, two, and three sheet _____ are used as advertising media in many bus, subway, and commuter train stations.
A)geographic bulletins
B)primary panels
C)terminal posters
D)mini-panels
E)transportation bulletins

Accepted Answer

In many bus, subway, and commuter train stations, space is sold for one-, two-, and three-sheet terminal posters.

Question 14

In transit advertising, _____ refer(s) to jumbo, full-color transparencies backlighted by fluorescent tubes and running the length of the bus.
A)total bus
B)spectaculars
C)bus-o-rama signs
D)basic bus
E)brand buses

Accepted Answer

Some transit companies offer bus-o-rama signs, jumbo full-color transparencies backlighted by fluorescent tubes and running the length of the bus. A bus has two bus-o-rama positions,one on each side.

Question 15

The _____ is a legislation that controls outdoor advertising on U.S. interstate highways and other federally subsidized 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

Accepted Answer

The Highway Beautification Act of 1965 controls outdoor advertising on U.S. interstate highways and other federally subsidized highways. It was enacted partly in response to consumer complaints that outdoor advertising was spoiling the environment.

Question 16

Inside _____, a type of transit advertising, are usually larger than inside cards, but sizes vary. The end and side positions carry premium rates.
A)terminal posters
B)taxicab exteriors
C)bus-o-rama signs
D)car-end posters
E)junior panels

Accepted Answer

Inside car-end posters (in bulkhead positions) are usually larger than inside cards, but sizes vary. The end and side positions carry premium rates.

Question 17

Which of the following is a type of transit advertising?
A)Spectaculars
B)Junior posters
C)Standard billboards
D)Terminal posters
E)Product placement

Accepted Answer

Transit advertising targets the millions of people who use commercial transportation (buses, subways, elevated trains, commuter trains, trolleys, and airlines), plus pedestrians and car passengers, with a variety of formats: transit shelters; station, platform, and terminal posters; inside cards and outside posters on buses; and taxi exteriors.

Question 18

Advertisers may also buy space on _____, generally for periods of 30 days, to display internally illuminated, two-sided posters positioned on the roofs.
A)terminal posters
B)inside cards
C)brand trains
D)basic bus
E)taxicab exteriors

Accepted Answer

Transit advertisers may buy space on taxicab exteriors, generally for periods of 30 days, to display internally illuminated, two-sided posters positioned on the roofs. Some advertising also appears on the doors or rear of taxicabs.

Question 19

In terms of buying transit advertising, a(n) _____ means that one card will appear in each vehicle in the system.
A)gross rating point
B)full showing
C)avail
D)spot
E)quarter-hour reach

Accepted Answer

In terms of transit advertising, the unit of purchase is a showing, also known as a run or service. A full showing (or No. 100 showing) means that one card will appear in each vehicle in the system. Space may also be purchased as a half (No. 50) or quarter (No. 25) showing.

Question 20

The _____, a type of transit advertising, is placed above the seats and luggage area in a wall rack.
A)terminal poster
B)taxicab exterior
C)outside poster
D)inside card
E)spectacular

Accepted Answer

The inside card, a type of transit advertising, is placed above the seats and luggage area in a wall rack. Cost-conscious advertisers print both sides of the card so it can be reversed to change the message, saving on paper and shipping charges.

Quiz 16: Using Out-Of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising With Other Elements of Imc

In transit advertising, which of the following holds true if an advertiser has bought a total bus?

_____ is/are a category of out-of-home media that includes bus and taxicab advertising.

Which of the following is true of transit shelter advertising?

In terms of transit advertising, _____ refer(s) to all the inside space on a group of buses.

Which of the following is true of transit shelter advertising?

Outdoor companies use _____ to give the exact location of particular billboards using satellite technology.

Which of the following is true of transit advertising?

Which of the following statements is true of transit advertising?

What is the basic unit of sale for billboards or posters?

Which of the following holds true when an outdoor advertiser buys 100 gross rating points?

_____, a type of transit advertising, are printed on high-grade cardboard and often varnished for weather resistance. They are most widely used on the side, rear, and front of a bus.

In terms of transit advertising, which of the following refers to take-ones?

One, two, and three sheet _____ are used as advertising media in many bus, subway, and commuter train stations.

In transit advertising, _____ refer(s) to jumbo, full-color transparencies backlighted by fluorescent tubes and running the length of the bus.

The _____ is a legislation that controls outdoor advertising on U.S. interstate highways and other federally subsidized highways.

Inside _____, a type of transit advertising, are usually larger than inside cards, but sizes vary. The end and side positions carry premium rates.

Which of the following is a type of transit advertising?

Advertisers may also buy space on _____, generally for periods of 30 days, to display internally illuminated, two-sided posters positioned on the roofs.

In terms of buying transit advertising, a(n) _____ means that one card will appear in each vehicle in the system.

The _____, a type of transit advertising, is placed above the seats and luggage area in a wall rack.