Question 1

______ ads have a unique opportunity to communicate for a longer period of time than a TV ad.

Accepted Answer

A)  Transit 
B)  Yellow Pages 
C)  Radio 
D)  Movie theatre 
A)  Transit 
B)  Yellow Pages 
C)  Radio 
D)  Movie theatre

Question 2

A liqueur company wants to advertise in an in-flight commercial.What are the advantages associated with using this form of in-flight advertising?

Accepted Answer

A)  lack of clutter 
B)  low wearout 
C)  high attention from target audience 
D)  a captive audience 
A)  lack of clutter 
B)  low wearout 
C)  high attention from target audience 
D)  a captive audience

Question 3

Which of the following forms of support media has a low degree of waste coverage?

Accepted Answer

A)  transit advertising 
B)  outdoor advertising 
C)  promotional products marketing 
D)  mobile billboards 
A)  transit advertising 
B)  outdoor advertising 
C)  promotional products marketing 
D)  mobile billboards

Question 4

People tend to speed past outdoor ads,so the most effective messages will be limited to an impactful visual and a few words.This is a function of:

Accepted Answer

A)  Limited selectivity. 
B)  Short processing time. 
C)  High cost per impression. 
D)  Executional limitations of outdoor advertising. 
A)  Limited selectivity. 
B)  Short processing time. 
C)  High cost per impression. 
D)  Executional limitations of outdoor advertising.

Question 5

Which of the following statements about product placement advertising is true?

Accepted Answer

A)  Alcohol and tobacco companies are legally prohibited from using product placements. 
B)  The potential exposure for a product placed in a movie is enormous. 
C)  A possible disadvantage associated with the use of product placement advertising is lack of opportunity. 
D)  The recall of product placements is generally lower than that of television ads. 
A)  Alcohol and tobacco companies are legally prohibited from using product placements. 
B)  The potential exposure for a product placed in a movie is enormous. 
C)  A possible disadvantage associated with the use of product placement advertising is lack of opportunity. 
D)  The recall of product placements is generally lower than that of television ads.

Question 6

Two Visa decals which were placed on the front window on a travel agency where Toula worked in My Big Fat Greek Wedding is an example of:

Accepted Answer

A)  specialty advertising 
B)  promotional products marketing 
C)  product placement 
D)  sales promotion 
A)  specialty advertising 
B)  promotional products marketing 
C)  product placement 
D)  sales promotion

Question 7

Which of the following statements about audience measurement in promotional products marketing is true?

Accepted Answer

A)  Reach and frequency are as easy to measure with promotional products marketing as with print advertising. 
B)  Donnelly Marketing has established an acceptable method for measuring the impact of promotional products marketing on sales. 
C)  Companies that use promotional products marketing are not interested in sales; they only want to create goodwill. 
D)  There is no established ongoing audience measurement system for promotional products marketing. 
A)  Reach and frequency are as easy to measure with promotional products marketing as with print advertising. 
B)  Donnelly Marketing has established an acceptable method for measuring the impact of promotional products marketing on sales. 
C)  Companies that use promotional products marketing are not interested in sales; they only want to create goodwill. 
D)  There is no established ongoing audience measurement system for promotional products marketing.

Question 8

Advertisers can be confident that out-of-home media reach a substantial portion of the population while they are planning to or actually shopping,because OMAC studies showed:

Accepted Answer

A)  Consumers commute to work for an average of 65 minutes per day. 
B)  More than 50 percent of people shop on their way to work or home. 
C)  Many urban workers use a car to get to work. 
D)  The average person spends 55 percent of their day out of the home. 
A)  Consumers commute to work for an average of 65 minutes per day. 
B)  More than 50 percent of people shop on their way to work or home. 
C)  Many urban workers use a car to get to work. 
D)  The average person spends 55 percent of their day out of the home.

Question 9

Which of the following is NOT an advantage associated with transit advertising?

Accepted Answer

A)  long exposure time for interior transit cards 
B)  high frequency of exposure 
C)  high absolute and relative costs 
D)  geographic selectivity 
A)  long exposure time for interior transit cards 
B)  high frequency of exposure 
C)  high absolute and relative costs 
D)  geographic selectivity

Question 10

The anxious,irritated,or disinterested state of many potential customers when exposed to _____ advertising may limit the effectiveness of such advertising.

Accepted Answer

A)  specialty 
B)  transit 
C)  radio 
D)  movie 
A)  specialty 
B)  transit 
C)  radio 
D)  movie

Question 11

A liqueur company wants to advertise in an in-flight commercial.What are the disadvantages associated with using this form of in-flight advertising?

Accepted Answer

A)  high costs 
B)  lack of wearout 
C)  inability to segment market 
D)  an audience feeling that such ads are intrusive 
A)  high costs 
B)  lack of wearout 
C)  inability to segment market 
D)  an audience feeling that such ads are intrusive

Question 12

Which of the following statements about outdoor billboards is true?

Accepted Answer

A)  The number of outdoor billboards has been increasing. 
B)  Outdoor billboards lack the ability to deliver a comprehensive message. 
C)  Outdoor billboards are typically used by national companies like RJR Nabisco. 
D)  Outdoor billboards are the only forms of advertising that is not regulated by national legislation. 
A)  The number of outdoor billboards has been increasing. 
B)  Outdoor billboards lack the ability to deliver a comprehensive message. 
C)  Outdoor billboards are typically used by national companies like RJR Nabisco. 
D)  Outdoor billboards are the only forms of advertising that is not regulated by national legislation.

Question 13

Useful articles of merchandise,such as sports bottles,calendars,and pens,imprinted with an advertiser's name,message,or logo are examples of:

Accepted Answer

A)  promotional product marketing items 
B)  product placements 
C)  premiums 
D)  trade promotions 
A)  promotional product marketing items 
B)  product placements 
C)  premiums 
D)  trade promotions

Question 14

The use of products such as pens,calendars,and coffee mugs,featuring advertising and used as promotional tools is referred to as:

Accepted Answer

A)  giveaways 
B)  promotional product marketing 
C)  sales promotions 
D)  publicity 
A)  giveaways 
B)  promotional product marketing 
C)  sales promotions 
D)  publicity

Question 15

Which support media should be employed if the objective is to achieve high levels of retention and have the communication serve as a frequent reminder?

Accepted Answer

A)  trade promotions 
B)  product placements 
C)  promotional product marketing items 
D)  mall posters 
A)  trade promotions 
B)  product placements 
C)  promotional product marketing items 
D)  mall posters

Question 16

Research indicates that a(n)______ greatest strength lies in maintaining existing loyalty of current customers who see the product they consume actually being used in a realistic situation.

Accepted Answer

A)  movie theatre ad's 
B)  product placement's 
C)  transit shelter's 
D)  in-flight ad's 
A)  movie theatre ad's 
B)  product placement's 
C)  transit shelter's 
D)  in-flight ad's

Question 17

Which of the following is NOT an advantage associated with outdoor advertising?

Accepted Answer

A)  high levels of frequency 
B)  low cost 
C)  a very competitive CPM 
D)  the ability to present very creative messages 
A)  high levels of frequency 
B)  low cost 
C)  a very competitive CPM 
D)  the ability to present very creative messages

Question 18

An advertiser might decide to NOT use outdoor advertising because the medium:

Accepted Answer

A)  is prone to fast wearout 
B)  does not produce a high level of product or brand awareness 
C)  has a low level of frequency 
D)  does not produce sales 
A)  is prone to fast wearout 
B)  does not produce a high level of product or brand awareness 
C)  has a low level of frequency 
D)  does not produce sales

Question 19

Bringing an advertising medium to consumers wherever they may be is the strategy behind:

Accepted Answer

A)  indoor as well as outdoor media. 
B)  multi-location insertions. 
C)  specific location media. 
D)  place-based media. 
A)  indoor as well as outdoor media. 
B)  multi-location insertions. 
C)  specific location media. 
D)  place-based media.

Question 20

Transit media is sold:

Accepted Answer

A)  to the highest bidder in any particular time period. 
B)  bus-by-bus and station-by-station. 
C)  on a four-week basis with a certain desired level of GRPs. 
D)  according to level of exposure. 
A)  to the highest bidder in any particular time period. 
B)  bus-by-bus and station-by-station. 
C)  on a four-week basis with a certain desired level of GRPs. 
D)  according to level of exposure.

______ ads have a unique opportunity to communicate for a longer period of time than a TV ad.

A liqueur company wants to advertise in an in-flight commercial.What are the advantages associated with using this form of in-flight advertising?

Which of the following forms of support media has a low degree of waste coverage?

People tend to speed past outdoor ads,so the most effective messages will be limited to an impactful visual and a few words.This is a function of:

Which of the following statements about product placement advertising is true?

Two Visa decals which were placed on the front window on a travel agency where Toula worked in My Big Fat Greek Wedding is an example of:

Which of the following statements about audience measurement in promotional products marketing is true?

Advertisers can be confident that out-of-home media reach a substantial portion of the population while they are planning to or actually shopping,because OMAC studies showed:

Which of the following is NOT an advantage associated with transit advertising?

The anxious,irritated,or disinterested state of many potential customers when exposed to _____ advertising may limit the effectiveness of such advertising.

A liqueur company wants to advertise in an in-flight commercial.What are the disadvantages associated with using this form of in-flight advertising?

Which of the following statements about outdoor billboards is true?

Useful articles of merchandise,such as sports bottles,calendars,and pens,imprinted with an advertiser's name,message,or logo are examples of:

The use of products such as pens,calendars,and coffee mugs,featuring advertising and used as promotional tools is referred to as:

Which support media should be employed if the objective is to achieve high levels of retention and have the communication serve as a frequent reminder?

Research indicates that a(n)______ greatest strength lies in maintaining existing loyalty of current customers who see the product they consume actually being used in a realistic situation.

Which of the following is NOT an advantage associated with outdoor advertising?

An advertiser might decide to NOT use outdoor advertising because the medium:

Bringing an advertising medium to consumers wherever they may be is the strategy behind:

Transit media is sold:

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters

Exam 13: Out-Of-Home and Support Media

______ ads have a unique opportunity to communicate for a longer period of time than a TV ad.

A liqueur company wants to advertise in an in-flight commercial.What are the advantages associated with using this form of in-flight advertising?

Which of the following forms of support media has a low degree of waste coverage?

People tend to speed past outdoor ads,so the most effective messages will be limited to an impactful visual and a few words.This is a function of:

Which of the following statements about product placement advertising is true?

Two Visa decals which were placed on the front window on a travel agency where Toula worked in My Big Fat Greek Wedding is an example of:

Which of the following statements about audience measurement in promotional products marketing is true?

Advertisers can be confident that out-of-home media reach a substantial portion of the population while they are planning to or actually shopping,because OMAC studies showed:

Which of the following is NOT an advantage associated with transit advertising?

The anxious,irritated,or disinterested state of many potential customers when exposed to _____ advertising may limit the effectiveness of such advertising.

A liqueur company wants to advertise in an in-flight commercial.What are the disadvantages associated with using this form of in-flight advertising?

Which of the following statements about outdoor billboards is true?

Useful articles of merchandise,such as sports bottles,calendars,and pens,imprinted with an advertiser's name,message,or logo are examples of:

The use of products such as pens,calendars,and coffee mugs,featuring advertising and used as promotional tools is referred to as:

Which support media should be employed if the objective is to achieve high levels of retention and have the communication serve as a frequent reminder?

Research indicates that a(n)______ greatest strength lies in maintaining existing loyalty of current customers who see the product they consume actually being used in a realistic situation.

Which of the following is NOT an advantage associated with outdoor advertising?

An advertiser might decide to NOT use outdoor advertising because the medium:

Bringing an advertising medium to consumers wherever they may be is the strategy behind:

Transit media is sold:

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters