Deck 13: Out-Of-Home and Support Media

Question 1

delivers advertising messages that we experience while moving about our town or city and accomplishing our day-to-day activities.

A) Motion advertising
B) Indirect communications
C) Out-of-home advertising
D) Support media

Answer 1

C

Question 2

The Out-of-Home Marketing Association of Canada (OMAC) investigated time spent inside and outside the home, out-of-home exposure, commuting habits, and shopping behaviour in two studies called:

A) "Slice of Life" studies
B) "Day in the Life" studies
C) "Consumer Behaviour" studies
D) "Out-of-Home Media Exposure" studies

Answer 2

B

Question 3

posters are those that have a light behind them so that they are more clearly illuminated.

A) Spectacular
B) Superboard
C) Rear-projection
D) Backlit

Answer 3

D

Question 4

The term used to describe ads on trucks or other vehicles is:

A) mobile signage
B) spectaculars
C) video-display units
D) street-level posters

Question 5

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

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

Question 6

Manny is the product manager for a leading brand of men's outer wear. He feels that his message will be best received when his potential consumer is actually shopping for a new jacket. He should use this form of media in his next campaign.

A) radio
B) Internet banner ads
C) mall posters
D) sports television

Question 7

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

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

Question 8

Those vehicles used to reinforce communications messages that may have been received from other forms of advertising are called:

A) advertising accessories
B) out-of-home advertising
C) indirect communications
D) support media

Question 9

What time of day do most workers shop, according to OMAC studies?

A) on their way home from work
B) on their way to work
C) weekends and days not at work
D) after they get home from work

Question 10

Which of the following is true about the usefulness of street-level posters?

A) Specifying a brand name in the headline enhances message appeal.
B) Large amounts of text and pictures of people enhance product recognition.
C) Short headlines, longer body text and a product shot enhance the creative appeal.
D) The use of humour accelerates brand recognition.

Question 11

Studies show that urban commuters are exposed as much by this media as by Internet or television advertising.

A) out-of-home
B) radio
C) daily newspapers
D) special interest magazines

Question 12

Which of the following is NOT an example of an out-of-home medium?

A) an ad in the subway
B) an ad in a college newspaper
C) a sign for Calvin Klein jeans inside a bus shelter
D) posters located in high-traffic areas

Question 13

Which of the following is an advantage associated with outdoor advertising?

A) high degree of waste coverage
B) clutter
C) image problems
D) large geographic coverage

Question 14

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:

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

Question 15

Air Canada wishes to advertise in a medium with wide coverage of local markets and high levels of frequency. Which type of media should they choose?

A) airport advertising and mobile billboards
B) in-store and out-of-store
C) outdoor
D) newspaper and transit

Question 16

Which of the following statements about outdoor billboards is true?

A) Lengthy, large headlines enhance brand recognition.
B) Outdoor billboards are perfect for providing promotional price information in a timely fashion.
C) Outdoor billboards lack the ability to deliver a lengthy, comprehensive message.
D) Animation is possible only in indoor locations due to weather conditions and glare.

Question 17

A company wishing to advertise to a very specific target market with a message designed to aid comprehension of the product benefits offered should use:

A) rolling boards
B) billboards
C) transit advertising
D) specialty magazine advertising

Question 18

The Canadian Out-of-Home Measurement Bureau (COMB) does all of the following EXCEPT:

A) publishes circulation and market data for out-of-home facings across the country
B) tends to bias results towards the brands that are paying for the research
C) comprises members from advertisers, advertising agencies, and media firms
D) maintains a national database of outdoor and place-based media

Question 19

These are sold on a per location basis due to their size and the low number of options available in major Canadian markets.

A) spectaculars
B) street-level posters
C) mobile signage
D) transit shelters

Question 20

ads usually have a very competitive CPM when compared to other media.

A) Outdoor
B) Magazine
C) Radio
D) Newspaper

Question 21

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:

A) limited selectivity.
B) high cost per impression.
C) short processing time.
D) executional limitations of outdoor advertising.

Question 22

A percentage of the traffic passing a particular billboard will not be interested in what is being promoted on it. This is known as _.

A) waste coverage
B) clutter
C) over indexing
D) excess reach

Question 23

Where do consumers report the highest awareness of place-based media?

A) office elevators
B) public transit
C) shopping malls
D) restaurants

Question 24

Transit media is sold:

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

Question 25

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

A) high frequency of exposure
B) long exposure time for interior transit cards
C) geographic selectivity
D) target audience selectivity

Question 26

Which of the following is NOT considered transit advertising?

A) Air Canada's in-flight magazine
B) superboards
C) station domination
D) in-flight radio

Question 27

Which of the following is NOT an advantage of movie theatre advertising?

A) audience mood is happy and excited to be going to the movies
B) ability to develop creative ads that evoke emotional responses in the audience
C) perceived waste of audience's time creates negative reaction to ad
D) captive audience removes control for avoidance

Question 28

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

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

Question 29

Which of the following is NOT a disadvantage associated with transit advertising?

A) clutter
B) extensive reach
C) media image
D) waste coverage

Question 30

is targeted at the millions of people who are exposed to commercial transportation facilities including buses, subways, light-rail trains, and airplanes.

A) Place-based media
B) Point-of-purchase media
C) Transit advertising
D) Outdoor advertising

Question 31

Which support media should be employed if the product is expensive cologne, and the target audience for the product is upscale businesspeople?

A) product placements
B) in-flight advertising
C) Yellow Pages
D) billboards

Question 32

Interior cards, exterior posters, station domination are all examples of what kind of media?

A) airport
B) movie theatre
C) transit
D) shopping mall

Question 33

Which of the following is the best example of the limitations of transit advertising around target audience coverage?

A) A jewelry store is concerned that buses, streetcars and subways have so many interior cards that their core customer may not pay attention to their ad.
B) A trendy clothing store believes that transit advertising would be a cost effective way to reach their target shopper.
C) It is always a concern for technology firms that their message on the sides of buses won't be comprehensive enough to convince consumers of their products' superiority.
D) A furniture store is considering advertising on interior transit cards, but is concerned that not all riders will fit into their target market.

Question 34

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

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

Question 35

Which support media should be employed if the product/service is an expensive hotel that is attempting to appeal to an international audience?

A) billboards
B) advertising specialties
C) product placements
D) in-flight advertising

Question 36

Which of the following is NOT true about superbus advertising?

A) The entire surface of the bus is covered in a vinyl ad.
B) The advertiser "owns" the bus for the time of the contract.
C) Often an advertiser must take a contract of a half- or full year.
D) Advertisers purchase space on an entire fleet of buses, thus making a "super" impression.

Question 37

Which of the following is NOT an example of place-based media?

A) a poster in a sports stadium
B) televisions in doctors' offices
C) consumer magazines in dentists' offices
D) ads inside washrooms

Question 38

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

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

Question 39

Which form of support media provides a high degree of geographic selectivity?

A) aerial advertising
B) outdoor advertising and transit advertising
C) movie theatre advertising and video advertising
D) product placement and mobile billboards

Question 40

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

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

Question 41

Which support media should be employed if the objective is to associate the product with a very specific type of user and to appear as though it's really not being advertised at all?

A) advertising specialties
B) product placements
C) in-flight advertising
D) mall posters

Question 42

Which of the following is an example of a disadvantage associated with promotional products marketing?

A) ability to support other IMC tools
B) potential saturation of the marketplace
C) intrusive nature of the advertising
D) designed for retention

Question 43

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

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

Question 44

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

A) an in-flight magazine ad
B) product placement
C) movie theatre advertising
D) transit shelter advertising

Question 45

Which of the following is NOT an advantage associated with place-based media ads?

A) scheduling flexibility
B) audience selectivity
C) generate more in-depth cognitive responses
D) reasonable absolute costs

Question 46

According to research, which category of promotional products is the largest in terms of sales?

A) wearables/apparel
B) coffee cups and other drinkware
C) desk/office accessories
D) writing instruments

Question 47

Which of the following is NOT an advantage associated with promotional products marketing?

A) short lead time
B) generates goodwill
C) designed for retention
D) high degree of target audience selectivity

Question 48

Philips Electronics is considering a media mix that will allow for high exposure for its new flat screen television. A major concern of the company is that it maintains a favourable image in the market. Because of the nature of the medium, which of the
Following might lead to image problems if employed by Philips for its new television?

A) product placement and Internet marketing
B) Internet advertising, print advertising, and mobile billboards
C) aerial advertising and print advertising
D) promotional product marketing and transit advertising

Question 49

Which of the following is a disadvantage associated with the use of product placements?

A) low CPM costs
B) limited reach
C) little clutter
D) high exposure

Question 50

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

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

Question 51

Which of the following is NOT one of the top three most used promotional products?

A) writing instruments
B) calendars
C) wearables/apparel
D) coffee mugs

Question 52

Place-based media options include all of the following EXCEPT:

A) mall
B) backlit poster
C) cinema
D) office building

Question 53

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

A) The power of product placement is such that it is not necessary to run other product advertising.
B) While television advertising can be both visual and verbal, product placement relies on visual exposure only.
C) The more a brand pays for product placement, the longer its exposure in the movie will be.
D) The brand personality and its positioning must "fit" with the characters and plot of the story.

Question 54

The use of Nike shoes in the movie "Forrest 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) free-form marketing
D) transactional advertising

Question 55

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

A) Donnelly Marketing has established an acceptable method for measuring the impact of promotional products marketing on sales.
B) Reach and frequency are as easy to measure with promotional products marketing as with print advertising.
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 56

When watching an NHL game on television, the digital advertising around the rink boards changes when the camera cuts away from the boards. This is a form of:

A) place-based advertising
B) product placement
C) specialty advertising
D) video advertising

Question 57

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

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

Question 58

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

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

Question 59

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?

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

Question 60

Promoting a product by having it used in a movie is known as:

A) out-of-home advertising
B) product placement
C) publicity
D) a direct response promotion

Question 61

What are the two primary objectives of advertising in outdoor, transit, and place-based media?

A) category need and purchase facilitation
B) brand attitude and brand purchase intention
C) category need and brand purchase intention
D) brand awareness and brand attitude
E) brand awareness and brand purchase intention

Question 62

Which of the following is NOT a limitation of product placement?

A) Some product placements only last for a few seconds.
B) There is no potential for discussing product benefits or providing detailed information.
C) There is no guarantee that viewers will notice the product.
D) The correct placement of the product has direct relevance for the character or situation.

Question 63

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:

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

Question 64

In many be shown. _, the advertiser has no say over when and how often the product will

A) radio commercials
B) movies
C) TV commercials
D) infomercials

Question 65

Most placed-based media typically offer the opportunity for promotional planners to achieve:

A) brand purchase intention
B) brand attitude
C) brand awareness
D) category need

Question 66

Research companies offer data for all of the following measurements EXCEPT:

A) sales generated from high exposure product placement in television and movies
B) recall of product placement in the previous night's network television shows
C) product placement vs television commercial cost/value comparisons for each hundredth of a second of exposure
D) viewers' attitudes about product placement in TV shows

Question 67

Which of the following is an example of an advantage associated with product placement?

A) negative public reaction
B) high absolute cost
C) maintaining existing loyalty of current customers
D) lack of control

Question 68

When a video or piece of music is created by an advertiser in an attempt to entertain viewers while advertising their products, this is called:

A) branded entertainment
B) editorial content
C) brand-generated content
D) blurred promotion

Question 69

It is very difficult for movie theatre audiences to physically avoid the unless they physically leave the theatre.

A) product placement
B) TV exposure
C) publicity
D) sales promotion