Deck 13: Support Media

Question 1

Most of the people fighting to remove outdoor signs focus on the fact that outdoor signs are:

A)too big
B)too ubiquitous or maybe to creative
C)a form free-from-friction advertising
D)not consistent with American ideals
E)a throw-back from the past that needs to be allowed to disappear IMC Perspective 13.1

Answer 1

B

Question 2

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

Answer 2

D

Question 3

Kimberly-Clark used all of the following EXCEPT _________________ in their brand integration strategy.

A)sweepstakes
B)television and radio ads
C)in-store billboards
D)people dressed in walkabout packages of Kimberly-Clark products
E)online advertising See opening vignette.

Answer 3

C

Question 4

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)all of the above

Question 5

Which of the following statements about aerial advertising is true?

A)Aerial advertising is expensive in absolute.
B)Aerial advertising can be used to reach specific target markets.
C)Aerial advertising is seldom used by local advertisers.
D)Aerial advertising is illegal at sporting events.
E)All of the above statements about aerial advertising are true.

Question 6

Another name for alternative media is:

A)functional communications
B)nontraditional media
C)techno media
D)responsive media
E)nonstructured communications

Question 7

Examples of the use of alternative media include:

A)a physician's ad in the Yellow Pages
B)the name,address,and phone number of a plumbing company at the bottom of a giveaway calendar
C)a billboard for Friendly Ford on Interstate 75
D)an ad for Cheerwine soft drink on a NASCAR racing vehicle
E)all of the above

Question 8

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

Question 9

Which of the following is an example of an out-of-home advertising medium?

A)a billboard on the top of a taxi in New Orleans
B)an ad placed inside a bus shelter
C)banners pulled by airplanes over sporting events
D)an ad on a park bench
E)all of the above

Question 10

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

Question 11

Surveys indicate American consumers have _________ outdoor advertising.

A)strong opposition to
B)respect for the creativity of
C)mixed emotions regarding
D)no opinions regarding
E)none of the above

Question 12

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

Question 13

Product placements are part of brand integrations using:

A)illegal
B)used to get exposure for products in a number of low cost ways
C)plugs for products within movies,books,and TV shows
D)forms of direct marketing
E)most closely related to distribution strategies See opening vignette.

Question 14

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)

Question 15

Which of the following business is most likely to buy outdoor advertising?

A)a local Ford car dealership
B)3M Company
C)Carnation Company
D)Quaker Oatmeal
E)RubberMaid

Question 16

Airplanes pulling banners,blimps and skywriting are all examples of:

A)sales promotions
B)flighting
C)aerial advertising
D)stationary advertising
E)free-form advertising

Question 17

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

Question 18

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)transit advertising
B)billboards
C)rolling boards
D)aerial advertising
E)none of the above

Question 19

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.

Question 20

Which of the following is a threat facing sponsors of outdoor advertising?

A)an inability to use creativity
B)an inability to have the needed geographic selectivity
C)local and national ordinances
D)an inability to create awareness through the use of billboards
E)all of the above

Question 21

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

A)long exposure time
B)high frequency of exposure
C)low absolute and relative costs
D)geographic selectivity
E)all of the above

Question 22

Which of the following has been cited as a limitation of outdoor advertising?

A)its ability to target specific markets
B)frequency of exposure is too high
C)high absolute and relative costs
D)negative attitudes of consumers toward the medium
E)all of the above

Question 23

Which of the following is a disadvantage associated with transit advertising?

A)copy and creative limitations
B)waste coverage
C)ineffective reach
D)unreceptive mood of target audience
E)all of the above

Question 24

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

A)timeliness
B)the elimination of waste coverage
C)no copy limitations
D)superior frequency and reach
E)image factors

Question 25

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

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

Question 26

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

Question 27

Which of the following support media provides advertisers with wide coverage of local markets and high levels of frequency?

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

Question 28

Transit advertising can be found in all of the following places EXCEPT:

A)in elevators
B)in subways
C)on taxis
D)on trolleys
E)on billboards

Question 29

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

Question 30

Advertising placed on buses and taxis is called:

A)sales promotions
B)stationary advertising
C)transit advertising
D)aerial advertising
E)free-form advertising

Question 31

Which of the following is a disadvantage associated with transit advertising?

A)low frequency of exposure
B)high costs
C)copy and creative limitations
D)short exposure times
E)all of the above

Question 32

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

Question 33

If properly placed,which support medium can yield possible exposure to an equivalent of 100 percent of the marketplace on a daily basis?

A)specialty
B)outdoor
C)aerial advertising
D)Yellow pages
E)transit

Question 34

At the Chicago's O'Hare Airport,Kevin saw an ad for Alamo Car Rental 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

Question 35

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 near the consumer's store of choice

Question 36

An ad in an office building elevator 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

Question 37

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 of a new type of computer
E)influence immediate behavior

Question 38

A company uses a global positioning system to adjust the advertising messages shown on top of a taxi cab.This is an example of a technology-driven:

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

Question 39

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

Question 40

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

Question 41

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

A)intrusive nature of the advertising
B)potential saturation of the marketplace
C)its inability to supplement other media
D)its inflexibility
E)all of the above

Question 42

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

Question 43

Which of the following is a disadvantage associated with Yellow Pages advertising?

A)lack of creativity
B)clutter
C)long lead time
D)market fragmentation
E)all of the above

Question 44

What two 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

Question 45

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

Question 46

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

Question 47

Which of the following product categories accounts for the largest dollar volume of items used as promotional products?

A)games
B)apparel
C)calendars
D)bags
E)sporting goods

Question 48

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

Question 49

Which of the following statements best compares the 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.

Question 50

Which of the following would NOT be considered an example of promotional products marketing?

A)key rings with advertiser's name engraved on it
B)mugs with the Yellow Pages logo
C)products used prominently in movies
D)calendars imprinted with the name,address,and phone number of a local funeral home
E)T-shirts with the name of the company that published your advertising text book

Question 51

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

A)advertising specialties
B)product placements
C)transportable advertising
D)sales promotions
E)trade promotions

Question 52

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.

Question 53

Which of the following is an advantage of promotional products marketing?

A)a high level of frequency
B)a high degree of audience selectivity
C)as a tool for reminder advertising
D)a high degree of flexibility
E)all of the above

Question 54

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

Question 55

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

Question 56

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

Question 57

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)used to geographically segment buyers
E)are a form of direct-response advertising

Question 58

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)none of the above

Question 59

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)all of the above

Question 60

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

Question 61

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)all of the above

Question 62

Which support medium would probably be most effective for expensive cologne where the target audience for the product is upscale businessmen?

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

Question 63

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

Question 64

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

A)high absolute cost
B)negative public reaction
C)limited appeal
D)lack of control
E)all of the above

Question 65

Which support medium 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)billboards
B)branded entertainment
C)advertising specialties
D)in-flight advertising
E)yellow pages

Question 66

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

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

Question 67

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

Question 68

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.

Question 69

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

Question 70

Advertainment,content sponsorship,and ad-supported video on demand are examples of:

A)branded public interest advertising
B)product integration
C)systematic brainwashing
D)alternative outdoor advertising
E)publicity

Question 71

________________ 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

Question 72

Which of the following is an advantage associated with the use of branded entertainment?

A)low relative cost
B)high exposure
C)low costs
D)source association
E)all of the above

Question 73

Which support medium would probably be most effective for an expensive hotel that is attempting to appeal to an international audience?

A)aerial advertising
B)product placements
C)advertising specialties
D)in-flight advertising
E)Yellow Pages

Question 74

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 method for audience measurement.

Question 75

Which of the following is an example of a general disadvantage associated with branded entertainment?

A)high absolute cost
B)low exposure numbers
C)international regulations opposing product placements
D)negative source association
E)all of the above While there may be some negative source associations for specific products sold in specific ways,for example if the hero is hit by a specific brand of car,this is not generally a disadvantage-it is unique to that placement.

Question 76

Given the demographic characteristics of its audience,which of the following products would most benefit from in-flight advertising?

A)brownie mixes
B)soft drinks
C)business supplies
D)flea and tick treatments for dogs
E)acne medication

Question 77

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

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

Question 78

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

Question 79

Promoting a product by having it used by actors in a movie or television show is known as:

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

Question 80

One reason advertisers are seeking out alternative advertising options including on beaches,in schools,and even on bodies is:

A)the decline in viewership of traditional media.
B)the high cost of Internet advertising
C)because demographic changes are creating branded promotional poster opportunities
D)consumers prefer alternative media and seek out these types of ads
E)the negative publicity associated with almost all sponsorships See IMC Perspective 13-2.