Deck 11: Support Media

Question 1

Advertising specialities are always distributed free of charge to the recipients.

Answer 1

True

Question 2

Support media is also known as measured media because it is easy to measure.

Answer 2

False

Question 3

Transit advertising is not very suitable in rural and suburban areas where mass transit is limited.

Answer 3

True

Question 4

The costs of mobile billboards depend on the area and the mobile board company's fees.

Question 5

Mobile billboard ads enjoy high levels of recall and readership,leading to increased sales.

Question 6

The average cost per thousand (CPM)of outdoor ads is greater than that of radio and magazines ads.

Question 7

Ambient advertising often uses digital technology to send its messages.

Question 8

Addy saw the ad for 'Maggi noodles' in the aisle of the grocery store which urged him to buy the product.It can be said that 'Maggi' used in-store media to advertise its product.

Question 9

Support media cannot be used as a sole medium for advertising.

Question 10

One of the disadvantages of transit cards is that they can be depressing and intrusive.

Question 11

Increase in the number of women in the workforce has led to the increased popularity of transit media.

Question 12

Outdoor advertising is one of the newest methods of advertising that has developed with the development of new technology.

Question 13

Specialty advertising enjoys high levels of retention.

Question 14

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

Question 15

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 16

_____ 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

Question 17

Promotional products marketing is employed by both small as well as large companies.

Question 18

Nelson receives a beautiful pen and a calendar from a company of which he has been an old customer.The calendar and the pen could be termed as advertising specialty.

Question 19

Aerial advertising is very expensive in terms of absolute costs especially when employed to reach specific target markets.

Question 20

One of the major disadvantages of outdoor advertising is its lack of persuasiveness.

Question 21

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.

Question 22

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.

Question 23

_____ 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

Question 24

Another name for alternative media is:

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

Question 25

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.

Question 26

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.

Question 27

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 28

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.

Question 29

Airplanes pulling banners,skywriting,and blimps all constitute:

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

Question 30

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 31

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 32

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.

Question 33

_____ 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 34

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.

Question 35

_____ 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

Question 36

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

Question 37

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.

Question 38

_____ 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

Question 39

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 40

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.

Question 41

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 42

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 43

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

Question 44

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.

Question 45

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.

Question 46

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

Question 47

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 48

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 49

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.

Question 50

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.

Question 51

Advertising placed on buses and taxis are called:

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

Question 52

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 53

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.

Question 54

_____ 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 55

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

Question 56

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

Question 57

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.

Question 58

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.

Question 59

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.

Question 60

_____ 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

Question 61

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

Question 62

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.

Question 63

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

Question 64

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 65

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

Question 66

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 67

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 68

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

Question 69

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

Question 70

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.

Question 71

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.

Question 72

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

Question 73

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 74

_____ 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

Question 75

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 76

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 77

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 78

_____ 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

Question 79

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 80

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