Chapter 8 Prep

Advertising that is designed to sell the office name would be

• institutional

• classified

• display.

• specific.

Examples of personal advertising of a salesperson would be

• business cards.

• name tags.

• all of these.

• car signs.

Classified ads differ from many other forms of real estate advertising in that they

• are sought out by readers looking for property.

• are the most cost-effective of all ads.

• include adjectives.

Some general rules for display advertising include

• that people tend to read from the upper left corner to lower right corner.

• that white space emphasizes the message.

• that one large picture is generally more effective than several small pictures.

• all of these.

Salespeople who advertise services which require a license must

• do none of these.

• pay for the ad in advance.

• identify the name of the broker employing them.

• also have a broker’s license.

The initials APR in a real estate ad stand for

• average percentage rate.

• average property return.

• approximate percentage rate.

• annual percentage rate.

AIDA stands for

• advertise, interest, demand, action.

• attention, interest, desire, action.

• advise, inform, demonstrate, action.

• none of these.

The phrase “Formerly it was the primary real estate advertising medium” describes

• billboards.

• classified ads.

• television ads.

• blogs.

The MOST effective form of advertising used in the real estate business is

• display.

• television.

• Internet.

• radio

Some general rules for display advertising include

• ads in the outside column will generate more interest than ads in the inside columns.

• lower-case letters are easier to read than capital letters.

• don’t use more than two typefaces in an ad.

• all of these.