You are a media planner at an advertising agency in Dallas. Since it is Friday, you take a long ...

You are a media planner at an advertising agency in Dallas. Since it is Friday, you take a long lunch with a sales associate at the Dallas Morning News followed by a walk through a nearby park, returning to the office around 2:30 p.m. When you get to your desk, you find a number of new emails from account execs waiting for you, all with subject lines suggesting pressing client issues. You need to answer them before the weekend hits. Another email comes from a client asking for clarification on something. She owns a hair salon downtown, and you have occasionally placed newspaper ads for her. One of her regular customers works in marketing and casually mentioned that she should advertise in out-of-home media. She never got to ask her exactly what that is. You email a brief definition, adding a note that
 a. it generally targets local audiences.
  b. this is not a type of support media but a primary means of advertising.
  c. it involves either billboard, transit, or packaging formats.
  d. it is a low-key, low-tech way to advertise.

Question 2

In Maslow's hierarchy of needs, the most fundamental need is safety.
 
 Indicate whether the statement is true or false

Question 3

Specialty retailing is a form of selling by description in that buyers usually do not see the actual product until it arrives.
 
 Indicate whether the statement is true or false

Question 4

You are a media planner at an advertising agency in Dallas. Since it is Friday, you take a long lunch with a sales associate at the Dallas Morning News followed by a walk through a nearby park, returning to the office around 2:30 p.m. When you get to your desk, you find a number of new emails from account execs waiting for you, all with subject lines suggesting pressing client issues. You need to answer them before the weekend hits. An urgent email from another exec says that a local client insists that his billboard campaign is not working at all because no one is seeing his billboards. Road construction has rerouted downtown Dallas traffic away from the main thoroughfares featuring his three billboards. Before you head home, you drive out to all three locations. That evening you can email the exec that this is actually the case in only one instance, and that you got this information by
 a. riding the boards yourself.
  b. doing your own geo-fence..
  c. measuring the impact zone of each location.
  d. sorting through the media clutter..

Question 5

At a single point in time, a person's motives are all of equal strength.
 
 Indicate whether the statement is true or false

Question 6

Specialty retailers carry a broad product mix with deep product lines.
 
 Indicate whether the statement is true or false

Question 7

You are a media planner at an advertising agency in Dallas. Since it is Friday, you take a long lunch with a sales associate at the Dallas Morning News followed by a walk through a nearby park, returning to the office around 2:30 p.m. When you get to your desk, you find a number of new emails from account execs waiting for you, all with subject lines suggesting pressing client issues. You need to answer them before the weekend hits. One email says that a client with several fast-food restaurants along the state highway wants to get out the message to eat right now.. What kind of media should he use? You reply that you know what will work best. You can meet on Monday to discuss the use of
 a. outdoor advertising, like billboards.
  b. event sponsorship, like NASCAR family days.
  c. directory advertising, like the Yellow Pages.
  d. out-of-home advertising, like kiosks in malls.