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Exam 8: Print and Out-Of-Home Media

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Question 21

Multiple Choice

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What is the primary weakness of directories as an advertising medium?

A) Competitive clutter
B) Long life
C) Cannot be changed for months
D) Expensive and provide a low return on investment
E) Limited size,colour and format options

F) C) and D)
G) A) and E)

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Question 22

Multiple Choice

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What is a major sustainability concern related to the use of out-of-home advertising?

A) Visual pollution
B) Carbon emissions
C) High cost
D) Fair labour practices
E) Biodegradable skins

F) None of the above
G) B) and C)

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Question 23

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An advertiser might choose out-of-home advertising because:

Which of the following statements best explains why today's marketers are likely to use multimedia advertising?

The primary advertising revenue for newspapers comes from local retail advertising and online advertising.

In contrast to print advertising,out-of-home advertising avoids issues of sustainability.

Which of the following is NOT considered an advantage of outdoor advertising?

The run-of-paper rate is ________ the preferred-position rate.

Carla works in a media agency.She receives a brief from one or her clients,Bunnings,the national hardware chain,to help with attracting new customers to their stores in the period leading up to the summer holidays when men have more time to work on home projects.Bunnings has a new print advertisement suitable for placement in newspapers and magazines.What are the five main steps Carla will need to work through to deliver the appropriate media placement?

Transit advertising is mainly an urban advertising form that places ads on vehicles such as buses and taxis that circulate through the community.

The OMA Annual Report 2008 refers to AC Nielsen research that found 87% of people were either supportive of or neutral towards outdoor advertising.

The category of magazines most dominant in the Australian market is ________.

Multimedia advertising is primarily a response to the reduced complexity of the media landscape.

Which of the following statements regarding newspapers is FALSE?

You are working at a summer job selling advertising space for the campus telephone directory.Some of the businesses you call on,even those that currently advertise in the directory,are reluctant because they don't see the benefit of advertising in this media vehicle.Provide some advantages of directory advertising that might help persuade these advertisers.

A single or double page in a magazine can be broken into a variety of units called ________.

MOVE is the acronym used for the recently developed eye-tracking-based measurement system for outdoor advertising.

For a retailer or entertainment venue,packaging can include the shopfront or interior design.

Discuss three advantages and three disadvantages of advertising in magazines.

What form of newspaper advertising is the dominant form,and can be any size and placed anywhere in the newspaper other than on the editor's page?