Deck 13: Support Media

Question 1

A disadvantage of transit advertising is its inability to provide exposure to a large number of people.
While an advantage of transit advertising is the ability to provide exposure to a large number of people, this audience may have certain lifestyles and/or behavioral characteristics that are not true of the target market as a whole.

Answer 1

False

Question 2

One of the major disadvantages of outdoor advertising is its lack of persuasiveness.
Outdoor is one of the more pervasive communication forms, particularly if one lives in an urban or suburban area.

Answer 2

False

Question 3

Support media are also known as measured media because they are easy to measure.
Support media are referred to by several titles, among them alternative media, below-the-line media, nonmeasured media, and nontraditional media.

Answer 3

False

Question 4

The increase in the number of women in the work force has led to the increased popularity of transit media.
Due in part to the increased number of women in the work force (they can be reached on their way to work more easily than at home), audience segmentation, and the fact that many people spend more time outside of the home than inside, transit continues to be a popular medium.

Question 5

Most forms of specialty advertising remain with a potential customer for a long time, providing a high level of retention.
Most forms of specialty advertising are designed for retention. Key chains, calendars, and pens remain with a potential customer for a long time, providing repeat exposures to the advertising message at no additional cost.

Question 6

The average CPM of outdoor ads is greater than that of radio and magazines ads.
The average CPM of outdoor advertising is often one-half of radio and far less than that of TV, magazines, and newspapers.

Question 7

Promotional products marketing is employed only by large companies.
Both small and large companies can employ promotional products marketing for a variety of objectives limited only by their own creativity.

Question 8

Shopping cart signage is a type of in-store media.
Advertisers use in-store media such as in-store ads, aisle displays, store leaflets, shopping cart signage, and in-store TV to reach shoppers at the place where they buy.

Question 9

Outdoor advertising is one of the newest methods of advertising that has grown with the development of new technology.
Outdoor advertising has probably existed since the days of cave dwellers. Both the Egyptians and the Greeks used it as early as 5,000 years ago.

Question 10

Because of the high frequency of exposures, outdoor advertising may lead to a quick wearout.
Because of the high frequency of exposures, outdoor advertising may lead to a quick wearout.

Question 11

The costs of mobile billboards depend on the area and the mobile board company's fees.
Costs of mobile billboards depend on the area and the mobile board company's fees, though even small and large organizations have found the medium affordable.

Question 12

Advertising specialties are always distributed free of charge to the recipients.
Advertising specialties are a medium of advertising, sales promotion, and motivational communication employing imprinted, useful, or decorative products. They are subsets of promotional products. Unlike premiums, with which they are sometimes confused, these articles are always distributed free-recipients don't have to earn the specialty by making a purchase or contribution.

Question 13

Support media cannot be used as a sole medium for advertising.
Support 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. It is important to remember that some of these media are not used only for support, but for some companies may be the primary or sole medium used.

Question 14

_____ media are used to reach those people in the target market the primary media may not have effectively reached and to reinforce their messages.

A)Advertising
B)Direct response
C)Traditional
D)Sales promotion
E)Support

Question 15

One of the disadvantages of transit cards is that they can be depressing and intrusive.
Transit cards can be controversial. For example, in the New York subway system, many of the ads for chewing gum, soup, and Smokey the Bear have given way to public service announcements about AIDS, unwanted pregnancies, rape, and infant mortality. While subway riders may agree that such issues are important, many of them complain that the ads are depressing and intrusive.

Question 16

Aerial advertising is very expensive in terms of absolute costs, especially when employed to reach specific target markets.
Generally, aerial media is not expensive in absolute terms and can be useful for reaching specific target markets.

Question 17

Ads placed on the backs of envelopes that contain airplane tickets and on banners pulled by planes that are flown over sports arenas are examples of:

A)support media.
B)direct response media.
C)indirect communications.
D)advertising accessories.
E)category ads.

Question 18

Mobile billboard ads enjoy high levels of recall and readership, leading to increased sales.
A number of studies have shown that mobile billboards can lead to a high number of impressions, while a study conducted by the Product Acceptance and Research Organization indicate that mobile ads lead to high levels of recall and readership, and were likely to have an impact on sales.

Question 19

Ambient advertising often uses digital technology to send its messages.
Ambient advertising, which is not a purely digital out-of-home medium, often uses digital technology to send its messages.

Question 20

Nelson receives a pen and a calendar free of charge from a store where he makes regular purchases. The calendar and the pen could be classified as advertising specialties.
Advertising specialties are always distributed free-recipients don't have to earn the specialty by making a purchase or contribution. There are thousands of advertising specialty items, including ballpoint pens, coffee mugs, key rings, calendars, T-shirts, and matchbooks.

Question 21

Which of the following is true of outdoor advertising?

A)Outdoor advertising is the newest form of advertising that emerged with the onset of technology.
B)Messages communicated through outdoor advertising are often dissuasive.
C)Outdoor advertising has plunged with the increasing number of women in the work force.
D)Outdoor advertising is the only form of advertising that is independent of national legislation.
E)Outdoor advertising is a pervasive form of communication for residents of urban and suburban areas.

Question 22

During a basketball game, Brendon sees an advertisement for "Swift" running shoes in a huge digital screen at Citygate Sports Arena. This is an example of:

A)aerial advertising.
B)specialty advertising.
C)video advertising networks.
D)network advertising.
E)digital mobile billboards.

Question 23

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 24

During a college football match, a giant blimp with the slogan, "Entreat Sandwiches-A treat for your taste buds" is on display for the spectators. This is an example of:

A)transit advertising.
B)mobile advertising.
C)digital advertising.
D)aerial advertising.
E)specialty advertising.

Question 25

The _____ categorizes billboards, street furniture, alternative media, transit, and specific forms of radio as out-of-home advertising.

A)Traffic Audit Bureau (TAB)
B)Outdoor Advertising Association of America (OAAA)
C)Competitive outdoor media report
D)American Public Transportation Association (APTA)
E)Point of Purchase Advertising Institute

Question 26

Another name for alternative media is:

A)functional communications.
B)nontraditional media.
C)measured media.
D)above-the-line media.
E)nonstructured communications.

Question 27

_____ 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

Question 28

During the opening ceremony of a national skateboarding league at Harmon Beach, California, a hot air balloon with an advertisement for Fizzy soda is spotted by the spectators. This is an example of:

A)aerial advertising.
B)transit advertising.
C)mobile advertising.
D)digital advertising.
E)specialty advertising.

Question 29

Cosmetics company Street Smart Inc. uses skywriting over local beaches to promote its range of beauty products for women. In this scenario, Street Smart is using:

A)guerrilla marketing.
B)aerial advertising.
C)specialty advertising.
D)viral marketing.
E)network advertising.

Question 30

Of all out-of-home media, _____ advertising enjoys the highest outdoor billings.

A)transit
B)blimp
C)airport
D)billboard
E)in-store

Question 31

Which of the following pieces of federal legislation resulted in the ban of interstate billboard 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 32

A major reason for the continued success of outdoor advertising is:

A)its ability to communicate complex messages.
B)its low cost.
C)its ability to eliminate waste coverage.
D)its ability to remain innovative through technology.
E)its ability to provide extremely accurate measures of the medium's reach.

Question 33

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 used inside stores and small supermarkets.

Question 34

_____ media include billboards, street furniture, alternative media, transit, as well as specific forms of radio.

A)Radio advertising
B)Aerial advertising
C)Buzz advertising
D)Multi-level advertising
E)Out-of-home advertising

Question 35

Jimmy's, a grocery store, advertises its products by painting its name, logo, and abstract images of its products on the sides of its delivery vehicles. This is an example of:

A)transit advertising.
B)mobile billboard advertising.
C)buzz advertising.
D)digital advertising.
E)in-store advertising.

Question 36

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)digital network advertising.

Question 37

Skywriting is a form of:

A)billboard advertising.
B)transit advertising.
C)digital advertising.
D)blimp advertising.
E)aerial advertising.

Question 38

Ads on small hoardings 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 specialties.
D)ambient ads.
E)pop-ups.

Question 39

Britney visits a mall and notices an advertisement for Auburn Beauty shampoo on a large LCD screen. This is an example of a(n):

A)digital billboard.
B)advertising specialty.
C)aerial advertisement.
D)mnemonic.
E)mobile billboard.

Question 40

Support media can be broadly categorized into:

A)outdoor media and transit media.
B)nontraditional media and below-the-line support media.
C)outdoor media and in-store media.
D)traditional support media and nontraditional support media.
E)aerial media and ambient media.

Question 41

While shopping at a local retail store, Jenna sees an ad for Aileen sunscreen lotion on the back of her shopping cart. This is an example of:

A)aerial advertising.
B)transit advertising.
C)a mobile billboard.
D)in-store media.
E)interactive media.

Question 42

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 43

_____ are a form of transit advertising that appear on the sides, backs, and/or roofs of buses, taxis, trains, and subway and trolley cars.

A)Inside cards
B)Aerial ads
C)Specialty ads
D)Terminal posters
E)Outside posters

Question 44

While walking on the street, Carlos sees an animated electronic billboard in Spanish for Amado home appliances on top of a taxicab. This is an example of a(n):

A)terminal transit poster.
B)inside card.
C)outside poster.
D)interactive billboard.
E)aerial ad.

Question 45

A particular research concluded that 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

Question 46

A cab service company uses a global positioning satellite (GPS) system to customize the advertising messages shown on top of its taxicabs. This is an example of technology-driven _____ advertising.

A)specialty
B)transit
C)aerial
D)network
E)broadcast

Question 47

The cost of mobile billboards depends on:

A)the number of clicks.
B)the number of recalls.
C)sales of the product advertised.
D)the geographic area advertised in.
E)the speed of the billboard.

Question 48

Kevin sees an ad for Crixus Car Rental on a luggage trolley at the airport. The ad is an example of:

A)a sales promotion.
B)stationary advertising.
C)transit advertising.
D)aerial advertising.
E)free-form advertising.

Question 49

There has been a renewed interest in transit advertising over the last few years due to:

A)the increased number of women in the work force.
B)the development of Internet advertising.
C)the ban on billboard advertisements for cigarettes.
D)an increase in the number of consumers who are over 60.
E)a change in entertainment venues.

Question 50

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)buzz marketing.
D)branded entertainment.
E)above-the-line advertising.

Question 51

Advertisements for restaurants, TVs, radio stations, or other products and services placed above the seats and luggage areas in commuter buses are known as:

A)aerial ads.
B)in-store ads.
C)terminal posters.
D)inside cards.
E)mobile ads.

Question 52

While driving, Janice notices an animated, electronic billboard ad for Zesty Soda on top of a passing taxicab. This is an example of:

A)specialty advertising.
B)stationary advertising.
C)transit advertising.
D)aerial advertising.
E)free-form advertising.

Question 53

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 an attitude change.
D)stimulate product trial for a new gadget.
E)expand exposure time of its advertising messages.

Question 54

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)Limited exposure

Question 55

While travelling on a commuter bus, Lauren notices an ad for Flare deodorant above her seat. This is an example of a(n) _____ used in transit advertising.

A)outside poster
B)aerial banner
C)spectacular
D)inside card
E)terminal poster

Question 56

While commuting by a local bus, Trevor notices an ad for "Tantalize Sandwiches" above his seat. This is an example of:

A)transit advertising.
B)an out-office media outlet.
C)aerial advertising.
D)a mobile billboard.
E)specialty advertising.

Question 57

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

A)Outdoor advertising
B)Specialty advertising
C)Print media
D)In-store advertising
E)In-flight advertising

Question 58

An ad in a subway for a local Mexican restaurant is an example of:

A)a sales promotion.
B)specialty advertising.
C)transit advertising.
D)aerial advertising.
E)free-form advertising.

Question 59

_____ 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

Question 60

A City of Boston public transit bus was painted to look like a large loaf of Galaxy Bread. This is an example of:

A)bulletin advertising.
B)a mobile billboard.
C)free-form advertising.
D)a printacular.
E)aerial advertising.

Question 61

Woodlot Inc. is a furniture manufacturing company that has recently started its operations. It employs promotional strategies to create brand awareness and stimulate demand for its products. Since the company is still in its inception, it also wants to use a support medium that can point consumers in the direction in which they can purchase furniture for their household. Which of the following support media is best suited to Woodlot's purpose?

A)Specialty advertising
B)Yellow Pages advertising
C)Aerial advertising
D)Movie theater advertising
E)Transit advertising

Question 62

Which of the following support media should be employed if a consumer has already been provided with information about services offered by a company and now requires a directional medium?

A)Mobile billboards
B)Product placements
C)Advertising specialties
D)In-flight advertising
E)Yellow Pages

Question 63

Which of the following is a disadvantage of promotional products marketing?

A)Low level of frequency
B)Lack of audience selectivity
C)Lack of feedback channels
D)Lack of flexibility
E)Possibility of market saturation

Question 64

Yellow Pages advertising has witnessed a decline because:

A)consumers consider it an unethical marketing practice.
B)it lacks credibility and dependability.
C)it fails to stimulate demand for an advertiser's products or services.
D)consumers have turned to search and online directories to seek information.
E)it does not create any awareness for an advertiser's products and services.

Question 65

Which of the following is a disadvantage of transit advertising?

A)Low frequency of exposure
B)High relative costs
C)Varying mood of the audience
D)Limited exposure time to an ad
E)Immediate results

Question 66

_____ is a medium of advertising, sales promotion, and motivational communication employing imprinted, useful, or decorative products that are distributed free.

A)Buzz marketing
B)Specialty advertising
C)Synchro marketing
D)Guerrilla marketing
E)Direct response advertising

Question 67

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

A)Reach and frequency are as easy to measure with promotional products marketing as with print advertising.
B)Response to direct-mail advertising that includes promotional products marketing is typically used as a measure of all support media.
C)Q-score is used as a measurement tool for promotional products marketing.
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 68

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

A)Shorter lead time as compared to other media
B)Wider audience reach
C)Elimination of market saturation
D)Consistent portrayal of strong company image
E)High recall of advertiser's name and message

Question 69

Which of the following is an advantage of indoor transit advertising?

A)Long length of exposure
B)Elimination of waste coverage
C)No copyright limitations
D)Accurate measurement of audience mood
E)Selectivity based on audience lifestyle

Question 70

Products such as free pens, calendars, and coffee mugs featuring a company's name and used as promotional tools are referred to as:

A)premiums.
B)advertising specialties.
C)sales promotions.
D)heuristics.
E)mnemonics.

Question 71

Which of the following statements is true of movie theater advertising?

A)Absolute and relative costs per exposure are quite high in movie theater advertising.
B)Movie theater ads offer low emotional attachment to moviegoers.
C)Movie theater advertising does not provide demographic segmentation.
D)Advertising in movie theaters offers lack of clutter as the number of ads is limited.
E)CPM in movie theater advertising is lower than that of any other media.

Question 72

Cumulus Corp. wants to generate goodwill among its customers. It aims at gaining a favorable impression that can positively impact its sales and revenues. Which of the following forms of support media can help Cumulus attain its desired outcome?

A)Multi-level marketing
B)Movie theater advertising
C)Promotional products marketing
D)Aerial advertising
E)Guerrilla marketing

Question 73

As a part of its corporate strategy Helios Inc., an automaker, offers business gifts such as key chains, planners, and T-shirts to its customers for their patronage. In this scenario, Helios is using _____.

A)buzz marketing
B)guerrilla marketing
C)viral marketing
D)promotional products marketing
E)above-the-line media marketing

Question 74

Butterfly Wings Inc., a manufacturer of soft toys and greeting cards, planned to advertise its Valentine's Day merchandise in movie theaters. Based on the audience profile, one week prior to St. Valentine's Day, the company began screening its commercial before the start of two movies titled "The Vow" and "Perfect Sense." Since both movies were romantic dramas, Butterfly Wings' commercial evoked a positive response in moviegoers. In this scenario, which of the following advantages of movie theater advertising did the marketer exploit?

A)Lack of advertising clutter
B)Lower absolute costs
C)Demographic segmentation
D)Lower relative costs
E)Advertising proximity

Question 75

Ourea Inc., a financial consulting company, distributes free stationery items like ball pens, notepads, and file covers with the company logo to its customers. These items are known as:

A)advertising specialties.
B)product placements.
C)premiums.
D)heuristics.
E)mnemonics.

Question 76

Which of the following support media should be employed if the objective is to achieve high levels of retention and make the communication a frequent reminder of a company's name and message?

A)Mobile billboards
B)Product placements
C)Advertising specialties
D)In-flight advertising
E)Yellow Pages

Question 77

Yellow Pages advertising is referred to as a directional medium. This means that Yellow Pages ads:

A)direct buyers to where a product can be purchased.
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.

Question 78

Fervor Inc., a leading women's clothing line, has printed its company name and logo on ball pens, calendars, and key rings. As part of its promotional strategy, customers of Fervor are offered these items as complimentary gifts. These items are referred to as:

A)ambient products.
B)premiums.
C)advertising specialties.
D)company benefits.
E)support media products.

Question 79

Ether Inc., an electronics manufacturer, offers free T-shirts with the company's logo on them free of charge to its customers. Ether believes that this will help promote the company's products and attract more customers. This is an example of:

A)in-store advertising.
B)specialty advertising.
C)public relations enhancement.
D)guerrilla marketing.
E)product placement.

Question 80

_____ advertising is considered a directional medium because it points consumers toward where their purchases can be made rather than creating awareness or demand for products or services.

A)Specialty
B)Yellow Pages
C)Ambient
D)Transit
E)Aerial