Deck 13: Out-Of-Home and Support Media

Question 1

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

Answer 1

A

Question 2

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

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

Answer 2

A

Question 3

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

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

Answer 3

A

Question 4

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

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

Question 5

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

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

Question 6

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

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

Question 7

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

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

Question 8

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

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

Question 9

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) specialty magazine advertising

Question 10

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

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

Question 11

Which of the following statements about outdoor billboards is true?

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 12

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

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

Question 13

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

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) 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 15

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

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

Question 16

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

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

Question 17

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

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

Question 18

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

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

Question 19

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

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 20

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

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

Question 21

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

A) high costs
B) high involvement
C) high recall
D) captive audience

Question 22

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

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

Question 23

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

Question 24

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

Question 25

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

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

Question 26

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

Question 27

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) product placements
C) advertising specialties
D) in-flight advertising

Question 28

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) product placements
C) premiums
D) trade promotions

Question 29

Transit media is sold:

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.

Question 30

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

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

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

Question 32

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) 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 33

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

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

Question 34

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) radio
D) movie

Question 35

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

Question 36

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) ability to support other IMC tools
D) designed for retention

Question 37

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

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

Question 38

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

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

Question 39

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

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

Question 40

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

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

Question 41

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

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

Question 42

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

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

Question 43

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.

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

Question 44

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

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

Question 45

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

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 46

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

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

Question 47

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

Question 48

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) transactional advertising
D) free-form marketing

Question 49

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

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

Question 50

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

Question 51

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

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

Question 52

It is very difficult for movie theatre audiences to physically avoid the _____ through some form of zipping and zapping.

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

Question 53

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

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

Question 54

One study found that total recall for ______ ads reached 74%,compared to 32% for TV ads.

A) radio
B) movie theatre
C) online
D) billboard

Question 55

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

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

Question 56

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

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

Question 57

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

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