mktg 430 ch13

A. support media.
19. (p. 446) Ads have been placed on the back of envelopes that contain airplane tickets and on banners pulled by planes that are flown over sports arenas. Both of these are examples of:
A. support media.
B. out-of-home advertising.
C. indirect communications.
D. advertising accessories.
E. category ads.
E. Support
20. (p. 446) _____ media are used to reach those people in the target market the primary media may not have effectively reached and to reinforce, or support, their messages.
A. Advertising
B. Direct response
C. Traditional
D. Sales promotion
E. Support
A. support media.
21. (p. 446) Media used to reinforce communications messages that may have been received from other forms of advertising are called:
A. support media.
B. source media.
C. indirect communications.
D. accessory advertising.
E. category ads.
B. nontraditional media
22. (p. 446) Another name for alternative media is:
A. functional communications.
B. nontraditional media.
C. techno media.
D. responsive media.
E. nonstructured communications.
D. traditional support media and non-traditional support media.
23. (p. 446) Support media can be broadly divided into:
A. outdoor media and transit media.
B. non traditional media and below-the-line media.
C. outdoor media and in-store media.
D. traditional support media and non-traditional support media.
E. aerial media and ambient media.
E. Out-of-home advertising
24. (p. 447) _____ media includes billboards, street furniture, alternative media, and transit—as well as specific forms of radio.
A. Radio advertising
B. Aerial advertising
C. Viral advertising
D. Multi-level advertising
E. Out-of-home advertising
B. Outdoor Advertising Association of America (OAAA)
25. (p. 447) The _____ categorizes billboards, street furniture, alternative media, and transit—as well as specific forms of radio as out-of-home or outdoor media.
A. Traffic Audit Bureau (TAB)
B. Outdoor Advertising Association of America (OAAA)
C. Competitive media report
D. American Public Transportation Association (APTA)
E. Point of Purchase Advertising Institute
D. billboard
26. (p. 447) Of all out-of-home media, _____ advertising enjoys the highest gross billings and the largest percentage of the market.
A. transit
B. sports stadium
C. airport
D. billboard
E. in-store
E. Outdoor advertising is a pervasive medium
27. (p. 448) Which of the following statements about outdoor advertising is true?
A. The number of billboards for outdoor advertising has been increasing.
B. Outdoor advertising does not have a negative image problem as do some other types of advertising.
C. Outdoor advertising is typically used by national companies like Kraft and IBM.
D. Outdoor advertising is the only form of advertising that is not regulated by national legislation.
E. Outdoor advertising is a pervasive medium.
C. Highway Beautification Act of 1965
28. (p. 448-449) Which of the following pieces of federal legislation had the greatest impact on outdoor advertising?
A. Fair Packaging and Labeling Act (1966)
B. Wheeler-Lea Act (1938)
C. Highway Beautification Act of 1965
D. National Environmental Policy Act (1969)
E. Consumer Product Safety Act (1972)
D. innovation through technology.
29. (p. 448) A major reason for the continued success of outdoor advertising is:
A. ability to communicate complex messages.
B. low cost.
C. elimination of waste coverage.
D. innovation through technology.
E. ability to provide extremely accurate measures of the medium’s reach.
E. Jane comes across a small ad like sticker for ‘Whisper’ sanitary napkins in the restroom of a hotel.
30. (p. 449) Which of the following is an example of ambient advertising?
A. Anne receives a SMS containing an ad that informed her about the ongoing sale at ‘Levis’.
B. Anna views a huge balloon flying in the air which reads ‘McDonald’s – I’m loving it’.
C. Alice watches a truck painted with an ad for ‘Levis’ jeans.
D. Christa sees a full page ad for ‘Covergirl’ cosmetics in the ‘Beauty in Vogue’ magazine.
E. Jane comes across a small ad like sticker for ‘Whisper’ sanitary napkins in the restroom of a hotel.
D. digital out-of-home media.
31. (p. 449) Video advertising, digital billboards, and ambient advertising are forms of:
A. aerial advertising.
B. television advertising.
C. magazine advertising.
D. digital out-of-home media.
E. network advertising
B. digital billboards
32. (p. 449) Digital outdoor media takes three forms. They are video advertising networks, ambient advertising and:
A. aerial advertising.
B. digital billboards.
C. speciality advertising.
D. viral marketing.
E. network advertising.
C. Video advertising networks
33. (p. 449) _____ include digital video screens that appear in offices, stores, theaters, inside transit networks, and entertainment venues such as health clubs, sporting arenas, bars, and restaurants.
A. Aerial advertising
B. Speciality advertising
C. Video advertising networks
D. Network advertising
E. Mobile billboards
A. Digital billboards
34. (p. 449) _____ are screens which transmit in LED (light emitting diodes) or LCD (liquid crystal display) technologies.
A. Digital billboards
B. Advertising specialities
C. Video advertising networks
D. Mnemonics
E. Mobile billboards
B. Ambient advertising
35. (p. 449) _____ include(s) smaller signs that appear in restrooms, stairs, personal vehicles, and on specialty items.
A. Mobile billboards
B. Ambient advertising
C. Transit advertising
D. Aerial advertising
E. Digital billboards
D. aerial advertising.
36. (p. 449) Airplanes pulling banners, skywriting, and blimps all constitute:
A. transit advertising.
B. mobile advertising.
C. digital advertising.
D. aerial advertising.
E. speciality advertising
A. It is not expensive in absolute terms.
37. (p. 449) Which of the following statements is true about aerial advertising?
A. It is not expensive in absolute terms.
B. It is not a good tool for reaching specific target audiences.
C. It includes video advertising networks and digital billboards.
D. It includes advertising on aisle displays and store leaflets.
E. It is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, trolleys, airplanes, and subways.
B. It can be used to reach specific target markets.
38. (p. 449) Which of the following statements about aerial advertising is true?
A. It is expensive in absolute terms.
B. It can be used to reach specific target markets.
C. It is seldom used by local advertisers.
D. It is illegal at sporting events.
E. It is generally done inside stores and small supermarkets.
B. Anna views a huge balloon flying in the air which reads ‘McDonald’s – I’m loving it’.
39. (p. 449) Which of the following is an example of an aerial ad?
A. Anne receives a SMS containing an ad that informed her about the ongoing sale at ‘Levis’.
B. Anna views a huge balloon flying in the air which reads ‘McDonald’s – I’m loving it’.
C. Alice watches a truck painted with an ad for ‘Levis’ jeans.
D. Christa sees a full page ad for ‘Covergirl’ cosmetics in the ‘Beauty in Vogue’ magazine.
E. Jane comes across a small ad like sticker for ‘Whisper’ sanitary napkins in the restroom of the hotel.
B. mobile billboards.
40. (p. 450) Ads on small billboards that are mounted on trailers and driven around or parked in the geographic areas being targeted are known as:
A. aerial ads.
B. mobile billboards.
C. advertising specialities.
D. skyscrapers.
E. pop – ups.
D. the geographic area.
41. (p. 450) The cost of mobile billboards depend on:
A. number of clicks.
B. number of recalls.
C. sales of the product advertised.
D. the geographic area.
E. the speed of the billboard.
B. a mobile billboard.
42. (p. 450) A City of Macon public transit system bus painted to look like a large moving loaf of Wonder Bread is an example of:
A. out-of-store advertising.
B. a mobile billboard.
C. free-form advertising.
D. a spectacular.
E. a sales promotion.
D. in-store
43. (p. 451) Aisle displays, store leaflets, shopping cart signage, and in-store TV are examples of _____ media.
A. aerial
B. transit
C. mobile
D. in-store
E. interactive television
B. Transit advertising
44. (p. 451) _____ is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, trolleys, airplanes, and subways.
A. Aerial advertising
B. Transit advertising
C. In-store advertising
D. Specialty advertising
E. Promotional products marketing
A. transit media.
45. (p. 451) Truck sides, taxi displays and wrapped vehicles are all examples of:
A. transit media.
B. in-office media outlets.
C. areas where government has regulated advertising.
D. product placements.
E. specialty advertising.
B. In-store media
46. (p. 451) Based on research figures, approximately two-thirds of all consumers’ purchase decisions are made while shopping. Given this fact, which of the following media should be most effective in influencing consumer decisions?
A. Nationally televised ads
B. In-store media
C. Local newspaper coupon supplements
D. Parking meter advertisements
E. Billboards
C. transit advertising.
47. (p. 451) Advertising placed on buses and taxis are called:
A. sales promotions.
B. stationary advertising.
C. transit advertising.
D. aerial advertising.
E. free-form advertising.
C. transit advertising.
48. (p. 451) An ad in a subway for a local Mexican restaurant is an example of:
A. a sales promotion.
B. stationary advertising.
C. transit advertising.
D. aerial advertising.
E. free-form advertising.
A. the increased number of women in the workforce.
49. (p. 451) Transit advertising has been around for a long time, but interest in it has increased over the last few years. This increase is due to increased audience segmentation, the rising cost of TV advertising, and:
A. the increased number of women in the workforce.
B. the development of Internet advertising.
C. the ban on advertising cigarettes on billboards.
D. an increase in the number of consumers who are over 60.
E. a change in entertainment venues.
C. transit advertising.
50. (p. 451) At the Chicago’s O’Hare Airport, Kevin saw an ad for Alamo Car Rental on the trolley as he made his way to his departure gate. The ad Kevin saw was an example of:
A. a sales promotion.
B. stationary advertising.
C. transit advertising.
D. aerial advertising.
E. free-form advertising.
D. outside posters
51. (p. 452) There are three forms of transit advertising. They are inside cards, station, platform or terminal posters, and:
A. mobile billboards.
B. aerial banners.
C. spectaculars.
D. outside posters
E. promotional cards
D. inside cards.
52. (p. 452) The advertisements that are placed above the seats and luggage area in a commuter bus advertising restaurants, TV or radio stations, or a myriad of other products and services are known as:
A. aerial ads.
B. in-store ads.
C. terminal posters.
D. inside cards.
E. mobile ads
C. transit ads.
53. (p. 452) The digital screens in transit vehicles, which deliver news, video ads, and restaurant information are examples of:
A. digital ads.
B. mobile billboards.
C. transit ads.
D. interactive television.
E. aerial ads.
E. Outside posters
54. (p. 452) _____ appear on the sides, backs, and/or roofs of buses, taxis, trains, and subway and trolley cars.
A. Inside cards
B. Aerial ads
C. Speciality ads
D. Product placements
E. Outside posters
B. transit
55. (p. 452) A company uses a global positioning system to adjust the advertising messages shown on top of a taxi cab. This is an example of technology-driven _____ advertising.
A. specialty
B. transit
C. aerial
D. movie
E. radio
A. transit advertising.
56. (p. 453) Floor displays, island showcases, electronic signs, and other forms of advertising that appear in train or subway stations and airline terminals are all forms of:
A. transit advertising.
B. aerial advertising.
C. product placements.
D. branded entertainment.
E. specialty advertising.
D. Geographic flexibility
57. (p. 454) Which of the following is an advantage of outdoor advertising?
A. Ability to communicate complex messages
B. Low cost
C. Elimination of waste coverage
D. Geographic flexibility
E. Ability to provide extremely accurate measures of the medium’s reach
C. Wide coverage of local markets
58. (p. 454) Which of the following is an advantage of outdoor advertising?
A. No waste coverage
B. Ease of measurement of audience size
C. Wide coverage of local markets
D. Low costs
E. Slow wearout
A. attain brand awareness.
59. (p. 454) Outdoor advertising would best be suited for a company whose communication objective is to:
A. attain brand awareness.
B. explain a complex product advantage.
C. create attitude change.
D. stimulate product trial for a new type of computer.
E. influence immediate behavior.
A. Outdoor advertising
60. (p. 454) Which of the following support media provides advertisers with wide coverage of local markets and high levels of frequency?
A. Outdoor advertising
B. Mail advertising
C. Airport advertising
D. In-store and out-of-store advertising
E. Newspaper and transit advertising
C. Copy and creative limitations
61. (p. 454) Which of the following is a disadvantage associated with transit advertising?
A. Low frequency of exposure
B. High relative costs
C. Copy and creative limitations
D. Short exposure times
E. High absolute costs
A. Excellent reach
62. (p. 455) Which of the following is an advantage associated with transit advertising?
A. Excellent reach
B. The elimination of waste coverage
C. No copy limitations
D. Superior frequency
E. Image factors
C. Promotional products marketing
63. (p. 456) _____ is “the advertising or promotional medium or method that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives.”
A. Aerial advertising
B. Mobile advertising
C. Promotional products marketing
D. Synchro marketing
E. Multi-level marketing
D. specialty advertising
64. (p. 456) Promotional products marketing is the more up-to-date name for what used to be called:
A. aerial marketing.
B. mobile marketing.
C. viral marketing.
D. specialty advertising.
E. sales promotion
B. promotional products marketing.
65. (p. 456) The more up-to-date name for what was once called “specialty advertising” is:
A. in-store advertising.
B. promotional products marketing.
C. public relations enhancement.
D. giveaway marketing.
E. product placement.
B. Specialty advertising
66. (p. 456) _____ is a medium of advertising, sales promotion, and motivational communication employing imprinted, useful, or decorative products called advertising specialties, a subset of promotional products.
A. Buzz marketing
B. Specialty advertising
C. Syncro marketing
D. Multi – level marketing
E. Direct response advertising
B. advertising specialties.
67. (p. 456) Products, such as free pens, calendars, and coffee mugs featuring advertising and used as promotional tools are referred to as:
A. premiums.
B. advertising specialties.
C. sales promotions.
D. publicity.
E. giveaways
A. advertising specialties
68. (p. 456) Useful articles of merchandise, such as sports bottles, calendars, and pens, imprinted with an advertiser’s name, message, or logo that are distributed free are examples of:
A. advertising specialties.
B. product placements.
C. transportable advertising.
D. sales promotions.
E. trade promotions.
C. Advertising specialties
69. (p. 457) Which support medium should be employed if the objective is to achieve high levels of retention and have the communication serve as a frequent reminder?
A. Billboards
B. Product placements
C. Advertising specialties
D. In-flight advertising
E. Yellow Pages
C. Promotional products marketing
70. (p. 457) Which of the following forms of support media is described as the only medium that frequently generates goodwill in the receiver?
A. Transit advertising
B. Outdoor advertising
C. Promotional products marketing
D. Aerial advertising
E. Mobile billboards
E. Possibility of market saturation
71. (p. 457) Which of the following is a disadvantage of promotional products marketing?
A. Low level of frequency
B. Lack of audience selectivity
C. Low lead time
D. Lack of flexibility
E. Possibility of market saturation
E. Longer lead times
72. (p. 458) Which of the following is an example of a disadvantage of promotional products marketing?
A. High cost per repeat exposure
B. Low level of selectivity
C. Low level of frequency
D. Inability to supplement other media
E. Longer lead times
E. There is no established ongoing audience measurement system for promotional products marketing
73. (p. 458) Which of the following statements about audience measurement in promotional products marketing is true?
A. Reach and frequency are as easy to measure with promotional products marketing as with print advertising.
B. Response to direct-mail advertising with included promotional products marketing is typically used as a measure of all support media.
C. Donnelly Marketing has established an acceptable method for measuring the impact of promotional products marketing on sales.
D. Companies that use promotional products marketing are not interested in sales; they only want to create goodwill.
E. There is no established ongoing audience measurement system for promotional products marketing
B. Yellow Pages
74. (p. 458) Because _____ advertising does not create awareness or demand for products or services, but rather points consumers toward where their purchases can be made, it is considered a directional medium.
A. specialty
B. Yellow Pages
C. radio
D. transit
E. television
B. directional
75. (p. 458) The Yellow Pages are often referred to as a _____ medium because the ads do not create awareness or demand for products or services rather, once consumers have decided to buy, the Yellow Pages point them in the direction where their purchases can be made.
A. direct-response
B. directional
C. aerial
D. mobile
E. transit
E. Yellow Pages
76. (p. 458) Which support medium should be employed if the consumer has already been provided with information about the service and now requires a directional medium?
A. Billboards
B. Product placements
C. Advertising specialties
D. In-flight advertising
E. Yellow Pages
A. direct buyers to a source of product purchase.
77. (p. 458) Yellow Pages advertising is referred to as a directional medium. This means that Yellow Pages ads:
A. direct buyers to a source of product purchase.
B. direct buyers to other ads in the IMC program.
C. direct consumers through the response hierarchy.
D. are used to geographically segment buyers.
E. are a form of direct-response advertising.
D. Nonintrusiveness
78. (p. 459) Which of the following is an advantage associated with Yellow Pages advertising?
A. Great creative potential
B. Short lead times
C. A passive orientation
D. Nonintrusiveness
E. Absence of clutter
D. Long lead time
79. (p. 459) Which of the following is a disadvantage associated with Yellow Pages advertising?
A. Limited availability
B. Nonintrusiveness
C. A passive orientation
D. Long lead time
E. Absence of clutter
C. Circulation and usage
80. (p. 459) Which of the following methods are used to measure the impact of Yellow Pages advertising on sales?
A. CPM and frequency
B. Reach and frequency
C. Circulation and usage
D. Visibility and usage
E. CPM and pass-along rate
B. Lack of clutter
81. (p. 460) Which of the following is an advantage of movie theater advertising?
A. High relative and absolute costs
B. Lack of clutter
C. Low recall
D. Low exposure
E. Loved by most of the audience
C. possible irritation of audience.
82. (p. 461) A disadvantage associated with movie theater advertising is:
A. low recall.
B. low audience exposure.
C. possible irritation of audience.
D. clutter.
E. a potential violation of FCC regulations of advertising
C. When compared to other advertising media, the CPM is quite high for movie ads.
83. (p. 461) Which of the following statements best compares the cost per thousand (CPM) for movie theater advertising with that of other media?
A. The CPM for movie advertising is higher than that for magazines.
B. Movies have a lower CPM than radio, but higher than newspapers.
C. When compared to other advertising media, the CPM is quite high for movie ads.
D. When compared to other advertising media, the CPM is quite low for movie ads.
E. The CPM for movie advertising is equal to that of the other forms of advertising media.
B. Branded entertainment
84. (p. 461) _____ is a form of advertising that blends marketing and entertainment through television, film, music talent, and technology.
A. Flighting
B. Branded entertainment
C. Direct response promotion
D. Publicity
E. Sales promotion
A. product placement.
85. (p. 462) The use of Nike shoes in the movie Forest Gump and the appearance of the Marriott Hotel logo in the movie True Lies are both examples of:
A. product placement.
B. specialty advertising.
C. promotional products marketing.
D. free-form marketing.
E. transactional advertising.
A. product placement.
86. (p. 461) The agreement that Revlon brand cosmetics would pay a fee to have its products prominently featured in twenty episodes of the soap opera, All My Children, is an example of:
A. product placement.
B. specialty advertising.
C. promotional products marketing.
D. free-form marketing.
E. transactional advertising
D. product integrations
87. (p. 462) In ____, the product is woven throughout the program or becomes the program itself.
A. mobile advertising
B. interactive television ads
C. synchro ads
D. product integrations
E. multi-level marketing
B. branded entertainment.
88. (p. 462-463) Advertainment, content sponsorship, and ad-supported video on demand are examples of:
A. aerial advertising.
B. branded entertainment.
C. systematic brainwashing.
D. alternative outdoor advertising.
E. publicity.
E. advertainment.
89. (p. 462-463) The creation of video and/or music content by an advertiser in an attempt to entertain viewers while advertising their products is known as:
A. video on demand.
B. digital advertising.
C. product integration.
D. buzz marketing.
E. advertainment.
A. Video-on-demand
90. (p. 463) _____ are specialized content programs offered through cable TV networks that are developed by advertisers and provided to the cable operators for free.
A. Video-on-demand
B. Digital ads
C. Product placements
D. Mnemonics
E. Advertainment
A. Product placements
91. (p. 464) With which type of advertising medium is source association strongest?
A. Product placements
B. In-flight advertising
C. Promotional products marketing
D. Transit advertising
E. Spectaculars
A. potentially high exposure.
92. (p. 463) A company promoting its product through product placements in movies would benefit from:
A. potentially high exposure.
B. low absolute cost.
C. a wealth of audience measurement data.
D. lack of competition for viewers’ attention.
E. strong control upon messages
B. There is a strong source association between actors and the products.
93. (p. 464) Which of the following statements about product placement advertising is true?
A. The product placements benefit from low potential for exposure.
B. There is a strong source association between actors and the products.
C. The major disadvantage associated with the use of product placement advertising is its costs.
D. The recall of product placements is generally lower than that of television ads.
E. Alcohol and tobacco companies are legally prohibited from using product placements.
A. High absolute cost
94. (p. 464) Which of the following is an example of a disadvantage associated with branded entertainment?
A. High absolute cost
B. Low exposure numbers
C. International regulations opposing product placements
D. Ineffective reach
E. Low recall rates
C. branded entertainment
95. (p. 465) Because advertisers have no say over how often and when their products will be shown, lack of control is cited as a disadvantage of _____ advertising.
A. videotape
B. specialty
C. branded entertainment
D. transit
E. outdoor
E. At this time, there is no one accepted standard method for audience measurement.
96. (p. 465) How are audience measurements for the effectiveness of product placement conducted?
A. Independent agencies conduct recognition tests.
B. Advertisers use trend analysis.
C. The same methods used for audience measure of broadcast media work well.
D. Any commonly used audience measurement method is effective.
E. At this time, there is no one accepted standard method for audience measurement.
A. viral marketing and buzz marketing.
97. (p. 466) Guerilla marketing is also known as:
A. viral marketing and buzz marketing.
B. outdoor marketing and traditional marketing.
C. street marketing and aerial marketing.
D. mobile marketing and measured marketing.
E. in-store marketing and synchro marketing.
B. Televisions in classrooms
98. (p. 467) Which of the following is the best example of place-based media?
A. Movie ads on popcorn bags
B. Televisions in classrooms
C. Interactive kiosks
D. Internet banners
E. Mobile billboards
A. bring the advertising media to the consumer.
99. (p. 467) The strategy behind place-based media is to:
A. bring the advertising media to the consumer.
B. use the place element of the marketing mix to impact advertising.
C. use mobile billboards.
D. create a media vehicle that leads in its ability to attract and retain consumer attention.
E. provide places that are free of clutter from competition of ads.