The cost of mobile billboards depends on

International Marketing Exam

Chapter 13

Support Media

True / False Questions

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

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

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

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

5. Ambient advertising often uses digital technology to send its messages. True False

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

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

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

9. 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. True False

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

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

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

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

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

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

16. 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. True False

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

18. Specialty advertising enjoys high levels of retention. True False

Multiple Choice Questions

19. 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.

20. _____ 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

21. 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.

22. Another name for alternative media is: A. functional communications. B. nontraditional media. C. techno media. D. responsive media. E. nonstructured communications.

23. 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.

24. _____ 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

25. 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

26. 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

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.

28. 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)

29. 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.

30. 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.

31. 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.

32. 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.

33. _____ 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

34. _____ 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

35. _____ 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

36. Airplanes pulling banners, skywriting, and blimps all constitute: A. transit advertising. B. mobile advertising. C. digital advertising. D. aerial advertising. E. speciality advertising.

37. 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.

38. 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.

39. 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.

40. 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.

41. 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.

42. 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.

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

44. _____ 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

45. 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.

46. 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

47. Advertising placed on buses and taxis are called: A. sales promotions. B. stationary advertising. C. transit advertising. D. aerial advertising. E. free-form advertising.

48. 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.

49. 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.

50. 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.

51. 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.

52. 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.

53. 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.

54. _____ 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

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

56. 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.

57. 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

58. 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

59. 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.

60. 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

61. 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

62. 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

63. _____ 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

64. 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.

65. 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.

66. _____ 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

67. 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.

68. 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.

69. 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

70. 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

71. 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

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

73. 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.

74. 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

75. 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

76. 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

77. 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.

78. 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

79. 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

80. 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

81. 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. Loved by most of the audience

82. 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.

83. Which of the following statements best compares the cost per thousand (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.

84. _____ 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

85. 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.

86. 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.

87. In ____, the product is woven throughout the program or becomes the program itself. A. mobile advertising B. interactive television ads C. synchro ads D. product integrations E. multi-level marketing

88. Advertainment, content sponsorship, and ad-supported video on demand are examples of: A. aerial advertising. B. branded entertainment. C. systematic brainwashing. D. alternative outdoor advertising. E. publicity.

89. The creation of video and/or music content by an advertiser in an attempt to entertain viewers while advertising their products is known as: A. video on demand. B. digital advertising. C. product integration. D. buzz marketing. E. advertainment.

90. _____ are specialized content programs offered through cable TV networks that are developed by advertisers and provided to the cable operators for free. A. Video-on-demand B. Digital ads C. Product placements D. Mnemonics E. Advertainment

91. 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

92. 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. strong control upon messages.

93. 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.

94. Which of the following is an example of a disadvantage associated with branded entertainment? A. High absolute cost B. Low exposure numbers C. International regulations opposing product placements D. Ineffective reach E. Low recall rates

95. 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

96. 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 one accepted standard method for audience measurement.

97. Guerilla marketing is also known as: A. viral marketing and buzz marketing. B. outdoor marketing and traditional marketing. C. street marketing and aerial marketing. D. mobile marketing and measured marketing. E. in-store marketing and synchro marketing.

98. Which of the following is the best example of place-based media? A. Movie ads on popcorn bags B. Televisions in classrooms C. Interactive kiosks D. Internet banners E. Mobile billboards

99. The strategy behind place-based media is to: A. bring the advertising media to the consumer. B. use the place element of the marketing mix to impact advertising. C. use mobile billboards. D. create a media vehicle that leads in its ability to attract and retain consumer attention. E. provide places that are free of clutter from competition of ads.

Chapter 13 Support Media Answer Key

True / False Questions

1. (p. 446) Support media cannot be used as a sole medium for advertising. FALSE

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.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-01 To examine the role of support media in the IMC program. Topic: Introduction

2. (p. 446) Support media is also known as measured media because it is easy to measure. FALSE

Support media are referred to by several titles, among them alternative media, below-the-line media, nonmeasured media, and nontraditional media.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-01 To examine the role of support media in the IMC program. Topic: The Scope of the Support Media Industry

3. (p. 448) Outdoor advertising is one of the newest methods of advertising that has developed with the development of new technology. FALSE

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.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Outdoor Advertising

4. (p. 448) One of the major disadvantages of outdoor advertising is its lack of persuasiveness. FALSE

Outdoor is one of the more pervasive communication forms, particularly if you live in an urban or suburban area.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Outdoor Advertising

5. (p. 449) Ambient advertising often uses digital technology to send its messages. TRUE

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

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Outdoor Advertising

6. (p. 449) Aerial advertising is very expensive in terms of absolute costs especially when employed to reach specific target markets. FALSE

Generally, aerial media is not expensive in absolute terms and can be useful for reaching specific target markets.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Alternative Out-of-Home Media

7. (p. 450) The costs of mobile billboards depend on the area and the mobile board company's fees. TRUE

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.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Alternative Out-of-Home Media

8. (p. 450-451) Mobile billboard ads enjoy high levels of recall and readership, leading to increased sales. TRUE

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.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Alternative Out-of-Home Media

9. (p. 451) 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. TRUE

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.

AACSB: Reflective Thinking Bloom's: Analyze Difficulty: Hard Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: In-Store Media

10. (p. 451-452) Increase in the number of women in the workforce has led to the increased popularity of transit media. TRUE

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.

AACSB: Analytic Bloom's: Understand Difficulty: Medium Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Transit Media

11. (p. 452) One of the disadvantages of transit cards is that they can be depressing and intrusive. TRUE

Transit cards can be controversial. For example, in the New York subway system ads 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.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Transit Media

12. (p. 454) The average cost per thousand (CPM) of outdoor ads is greater than that of radio and magazines ads. FALSE

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

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-03 To develop an understanding of the advantages and disadvantages of support media. Topic: Transit Advertising

13. (p. 454) Because of the high frequency of exposures, outdoor may lead to a quick wearout. TRUE

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

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-03 To develop an understanding of the advantages and disadvantages of support media. Topic: Transit Advertising

14. (p. 454) Transit advertising is not very suitable in rural and suburban areas where mass transit is limited. TRUE

In rural or suburban areas, mass transit is limited or nonexistent, so the medium is not very effective for reaching these people.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-03 To develop an understanding of the advantages and disadvantages of support media. Topic: Transit Advertising

15. (p. 456) Advertising specialities are always distributed free of charge to the recipients. TRUE

Unlike premiums, with which they are sometimes confused (called advertising specialties), these articles are always distributed free—recipients don't have to earn the specialty by making a purchase or contribution.

AACSB: Analytic Bloom's: Understand Difficulty: Medium Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Promotional Products Marketing

16. (p. 456) 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. TRUE

Unlike premiums, with which they are sometimes confused (called advertising specialties), these articles 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.

AACSB: Reflective Thinking Bloom's: Analyze Difficulty: Hard Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Promotional Products Marketing

17. (p. 456) Promotional products marketing is employed by both small as well as large companies. TRUE

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

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Advantages and Disadvantages of Promotional Products Marketing

18. (p. 456) Specialty advertising enjoys high levels of retention. TRUE

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

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Advantages and Disadvantages of Promotional Products Marketing

Multiple Choice Questions

19. (p. 446) 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.

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. Ads have appeared on manhole covers, inside restroom stalls, on bus shelters, in grocery stores, on hubcaps, on cell phones, and even on people's bodies.

AACSB: Reflective Thinking Bloom's: Analyze Difficulty: Hard Learning Objective: 13-01 To examine the role of support media in the IMC program. Topic: Introduction

20. (p. 446) _____ 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

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.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-01 To examine the role of support media in the IMC program. Topic: Introduction

21. (p. 446) 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.

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.

AACSB: Analytic Bloom's: Understand Difficulty: Medium Learning Objective: 13-01 To examine the role of support media in the IMC program. Topic: Introduction

22. (p. 446) Another name for alternative media is: A. functional communications. B. nontraditional media. C. techno media. D. responsive media. E. nonstructured communications.

Support media are referred to by several titles, among them alternative media, below-the-line media, nonmeasured media, and nontraditional media.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-01 To examine the role of support media in the IMC program. Topic: The Scope of the Support Media Industry

23. (p. 446) 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.

Given the rapid emergence of a variety of new media, we will further divide support media into traditional and nontraditional support media categories.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-01 To examine the role of support media in the IMC program. Topic: The Scope of the Support Media Industry

24. (p. 447) _____ 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

Out-of-home advertising media encompass many advertising forms. The Outdoor Advertising Association of America, Inc. (OAAA) categorizes these media as outdoor—including billboards, street furniture, alternative media, and transit—as well as specific forms of radio.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Traditional Support Media

25. (p. 447) 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

The Outdoor Advertising Association of America, Inc. (OAAA) categorizes these media as outdoor—including billboards, street furniture, alternative media, and transit—as well as specific forms of radio.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Traditional Support Media

26. (p. 447) 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

Billboards and street furniture together constitute 71 percent of the outdoor billings (Refer to Figure 13-2).

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Traditional Support Media

27. (p. 448) 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.

Outdoor is certainly one of the more pervasive communication forms, particularly if you live in an urban or suburban area.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Outdoor Advertising

28. (p. 448-449) 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)

Ever since Lady Bird Johnson tried to rid the interstate highways of billboard advertising during her husband's presidency with the Highway Beautification Act of 1965, there has been controversy regarding its use.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Outdoor Advertising

29. (p. 448) 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.

A major reason for the continued success of outdoor is its ability to remain innovative through technology.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Outdoor Advertising

30. (p. 449) 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.

Ambient advertising, which is not a purely digital out-of-home medium, often uses digital technology to send its messages. These typically include smaller signs that appear in restrooms, stairs, personal vehicles, and on specialty items.

AACSB: Reflective Thinking Bloom's: Apply Difficulty: Hard Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Outdoor Advertising

31. (p. 449) 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.

Digital outdoor media takes three forms: (1) video advertising networks (2) digital billboards and (3) ambient advertising.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Outdoor Advertising

32. (p. 449) 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.

Digital outdoor media takes three forms: (1) video advertising networks (2) digital billboards and (3) ambient advertising.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Outdoor Advertising

33. (p. 449) _____ 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

Video advertising networks 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.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Outdoor Advertising

34. (p. 449) _____ 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

Digital billboards are screens which transmit in LED (light emitting diodes) or LCD (liquid crystal display) technologies.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Outdoor Advertising

35. (p. 449) _____ 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

Ambient advertising, which is not a purely digital out-of-home medium, often uses digital technology to send its messages. These typically include smaller signs that appear in restrooms, stairs, personal vehicles, and on specialty items.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Outdoor Advertising

36. (p. 449) Airplanes pulling banners, skywriting, and blimps all constitute: A. transit advertising. B. mobile advertising. C. digital advertising. D. aerial advertising. E. speciality advertising.

Airplanes pulling banners, skywriting (in letters as high as 1,200 feet), and blimps all constitute another form of outdoor advertising available to the marketer: aerial advertising.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Alternative Out-of-Home Media

37. (p. 449) 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.

Generally, aerial advertising media are not expensive in absolute terms and can be useful for reaching specific target markets.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Alternative Out-of-Home Media

38. (p. 449) 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.

Generally, aerial advertising media are not expensive in absolute terms and can be useful for reaching specific target markets.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Alternative Out-of-Home Media

39. (p. 449) 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.

Airplanes pulling banners, skywriting (in letters as high as 1,200 feet), and blimps all constitute another form of outdoor advertising available to the marketer: aerial advertising.

AACSB: Reflective Thinking Bloom's: Apply Difficulty: Hard Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Alternative Out-of-Home Media

40. (p. 450) 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.

Mobile billboards are a type of outdoor medium. Some companies paint their cars with ads; others paint trucks and vans. Still others put ads on small billboards, mount them on trailers, and drive around and/or park in the geographic areas being targeted.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Alternative Out-of-Home Media

41. (p. 450) 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.

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.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Alternative Out-of-Home Media

42. (p. 450) 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.

An outdoor medium is mobile billboards. Some companies paint their cars with ads; others paint trucks and vans. Still others put ads on small billboards, mount them on trailers, and drive around and/or park in the geographic areas being targeted.

AACSB: Reflective Thinking Bloom's: Apply Difficulty: Hard Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Alternative Out-of-Home Media

43. (p. 451) 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

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.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: In-Store Media

44. (p. 451) _____ 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

Transit advertising is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, trolleys, airplanes, and subways.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Transit Advertising

45. (p. 451) 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.

Transit advertising is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, trolleys, airplanes, and subways.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Transit Advertising

46. (p. 451) 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

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.

AACSB: Reflective Thinking Bloom's: Analyze Difficulty: Hard Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: In-Store Media

47. (p. 451) Advertising placed on buses and taxis are called: A. sales promotions. B. stationary advertising. C. transit advertising. D. aerial advertising. E. free-form advertising.

Transit advertising is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, trolleys, airplanes, and subways.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Transit Advertising

48. (p. 451) 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.

Transit advertising is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, trolleys, airplanes, and subways.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Transit Advertising

49. (p. 451) 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.

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.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Transit Advertising

50. (p. 451) 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.

Transit advertising is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, trolleys, airplanes, and subways.

AACSB: Reflective Thinking Bloom's: Apply Difficulty: Hard Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Transit Advertising

51. (p. 452) 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.

There are actually three forms of transit advertising: (1) inside cards, (2) outside posters, and (3) station, platform, or terminal posters.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Transit Advertising

52. (p. 452) 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.

If you have ever ridden a commuter bus, you have probably noticed the inside cards placed above the seats and luggage area advertising restaurants, TV or radio stations, or a myriad of other products and services.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Transit Advertising

53. (p. 452) 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.

If you have ever ridden a commuter bus, you have probably noticed the inside cards placed above the seats and luggage area advertising restaurants, TV or radio stations, or a myriad of other products and services. Companies now advertise on digital screens in transit vehicles, which deliver news, video ads, restaurant information, and so forth.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Transit Advertising

54. (p. 452) _____ 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

Outside posters may appear on the sides, backs, and/or roofs of buses, taxis, trains, and subway and trolley cars.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 13-02 To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. Topic: Transit Advertising

55. (p. 452) 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

The increasing sophistication of the transit media is demonstrated by a technology, developed by Vert, Inc. (a division of Clear Channel), that transforms ads on top of taxicabs into real-time animated electronic billboards. A Web server that communicates with a global positioning satellite (GPS) is built into the taxi-top screen.