Question 5

2.5pts

How can global positioning systems (GPS) influence the outdoor advertising purchased by a media buyer?

Group of answer choices

GPS can be used to determine the best locations for the billboards.

GPS can be used to identify the most effective marketing mix.

GPS can be used to increase traffic near billboard locations.

GPS can be used to locate sites for unused transit ads.

GPS can be used to find customers with smartphones.

Flag question: Question 6

Question 6

2.5pts

One of the benefits offered by outdoor advertising is control of the ad's physical appearance.

Group of answer choices

True

False

Flag question: Question 7

Question 7

2.5pts

Explain the difference between the daily estimated circulation (DEC) and TAB Out of Home Ratings methods of measuring the reach of out-of-home displays.

View keyboard shortcuts

p

View keyboard shortcuts

Accessibility Checker

0 words

Switch to the html editor

Fullscreen

Flag question: Question 8

Question 8

2.5pts

The 30-sheet poster panel is sometimes referred to as the poster extravaganza.

Group of answer choices

True

False

Flag question: Question 9

Question 9

2.5pts

Each quarter, an organization that finds homes for greyhounds that can no longer race mails a newsletter to organization volunteers to let them know the current needs of the organization and how well adoption efforts are going. The newsletter is an example of a:

Group of answer choices

reprint.

catalog.

broadside.

house organ.

statement stuffer.

Flag question: Question 10

Question 10

2.5pts

_____ refers to the integration of advertising into the message delivery mechanism so efficiently that the product is being promoted while the audience is being entertained.

Group of answer choices

Product promotion

Subliminal advertising

Guerrilla marketing

Viral marketing

Immersive advertising

Flag question: Question 11

Question 11

2.5pts

Gross rating points (GRPs) are calculated by adding the ratings of several media vehicles.

Group of answer choices

True

False

Flag question: Question 12

Question 12

2.5pts

Advertisers define frequency as the:

Group of answer choices

number of times an advertising message reaches the same person or household in a specified time period.

number of different people or households exposed to an advertising schedule during a given time.

predicted number of different people who will see an ad at least twice.

variety of media types that must be used to reach the target market objectives.

number of market segments that are targeted to attain total audience objectives.

Flag question: Question 13

Question 13

2.5pts

The advertising response curve is S-shaped.

Group of answer choices

True

False

Flag question: Question 14

Question 14

2.5pts

If theTrion Gazettehas 7,000 subscribers and a local grocery store pays $700 for a full-page ad in the newspaper, the cost per thousand (CPM) will equal $100 per thousand.

Group of answer choices

True

False

Flag question: Question 15

Question 15

2.5pts

Why do media planners often define media objectives by the schedule's message weight?

View keyboard shortcuts

Edit

View

Insert

Format

Tools

Table

12pt

Paragraph