mktg 430 ch13 – Flashcards
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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.
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A. support media.
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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
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E. Support
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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.
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A. support media.
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22. (p. 446) Another name for alternative media is: A. functional communications. B. nontraditional media. C. techno media. D. responsive media. E. nonstructured communications.
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B. nontraditional media
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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.
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D. traditional support media and non-traditional support media.
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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
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E. Out-of-home advertising
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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
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B. Outdoor Advertising Association of America (OAAA)
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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
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D. billboard
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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.
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E. Outdoor advertising is a pervasive medium
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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)
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C. Highway Beautification Act of 1965
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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.
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D. innovation through technology.
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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.
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E. Jane comes across a small ad like sticker for 'Whisper' sanitary napkins in the restroom of a hotel.
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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
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D. digital out-of-home media.
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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.
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B. digital billboards
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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
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C. Video advertising networks
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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
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A. Digital billboards
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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
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B. Ambient advertising
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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
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D. aerial advertising.
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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.
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A. It is not expensive in absolute terms.
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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.
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B. It can be used to reach specific target markets.
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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.
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B. Anna views a huge balloon flying in the air which reads 'McDonald's - I'm loving it'.
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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.
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B. mobile billboards.
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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.
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D. the geographic area.
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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.
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B. a mobile billboard.
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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
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D. in-store
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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
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B. Transit advertising
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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.
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A. transit media.
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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
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B. In-store media
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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.
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C. transit advertising.
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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.
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C. transit advertising.
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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.
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A. the increased number of women in the workforce.
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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.
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C. transit advertising.
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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
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D. outside posters
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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
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D. inside cards.
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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.
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C. transit ads.
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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
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E. Outside posters
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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
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B. transit
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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.
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A. transit advertising.
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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
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D. Geographic flexibility
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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
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C. Wide coverage of local markets
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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.
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A. attain brand awareness.
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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
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A. Outdoor advertising
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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
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C. Copy and creative limitations
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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
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A. Excellent reach
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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
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C. Promotional products marketing
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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
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D. specialty advertising
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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.
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B. promotional products marketing.
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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
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B. Specialty advertising
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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
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B. advertising specialties.
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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.
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A. advertising specialties
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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
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C. Advertising specialties
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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
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C. Promotional products marketing
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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
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E. Possibility of market saturation
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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
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E. Longer lead times
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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
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E. There is no established ongoing audience measurement system for promotional products marketing
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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
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B. Yellow Pages
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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
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B. directional
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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
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E. Yellow Pages
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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.
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A. direct buyers to a source of product purchase.
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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
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D. Nonintrusiveness
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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
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D. Long lead time
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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
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C. Circulation and usage
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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
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B. Lack of clutter
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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
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C. possible irritation of audience.
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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.
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C. When compared to other advertising media, the CPM is quite high for movie ads.
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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
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B. Branded entertainment
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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.
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A. product placement.
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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
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A. product placement.
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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
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D. product integrations
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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.
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B. branded entertainment.
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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.
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E. advertainment.
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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
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A. Video-on-demand
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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
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A. Product placements
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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
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A. potentially high exposure.
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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.
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B. There is a strong source association between actors and the products.
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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
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A. High absolute cost
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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
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C. branded entertainment
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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.
answer
E. At this time, there is no one accepted standard method for audience measurement.
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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.
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A. viral marketing and buzz marketing.
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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
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B. Televisions in classrooms
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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.
answer
A. bring the advertising media to the consumer.
