Question 1

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

Accepted Answer

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

Question 2

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:

Accepted Answer

A)  product placement
B)  specialty advertising
C)  promotional products marketing
D)  free-form marketing
E)  transactional advertising

Question 3

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

Accepted Answer

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

Question 4

Of all out-of-home media,_____ advertising enjoys the highest gross billings and the largest percentage of the market.

Accepted Answer

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

Question 5

Which of the following pieces of federal legislation had the greatest impact on outdoor advertising?

Accepted Answer

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 6

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

Accepted Answer

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

Question 7

The more up-to-date name for what was once called "specialty advertising" is:

Accepted Answer

A)  in-store advertising
B)  promotional products marketing
C)  public relations enhancement
D)  giveaway marketing
E)  product placement

Question 8

Another name for alternative media is:

Accepted Answer

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

Question 9

A company promoting its product through product placements in movies would benefit from:

Accepted Answer

A)  potentially high exposure
B)  low absolute cost
C)  a wealth of audience measurement data
D)  lack of competition for viewers' attention
E)  all of the above

Question 10

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:

Accepted Answer

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

Question 11

There are three forms of transit advertising.They are inside cards,station,platform or terminal posters,and:

Accepted Answer

A)  mobile billboards
B)  aerial banners
C)  spectaculars
D)  outside posters
E)  promotional cards

Question 12

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

Accepted Answer

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

Question 13

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

Accepted Answer

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

Question 14

How are audience measurements for the effectiveness of product placement conducted?

Accepted Answer

A)  Independent agencies conduct recognition tests.
B)  Advertisers use trend analysis.
C)  The same methods used for audience measure of broadcast media work well.
D)  Any commonly used audience measurement method is effective.
E)  At this time,there is no method for audience measurement.

Question 15

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

Accepted Answer

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

Question 16

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

Accepted Answer

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

Question 17

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

Accepted Answer

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

Question 18

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

Accepted Answer

A)  high cost per repeat exposure
B)  low level of selectivity
C)  low level of frequency
D)  inability to supplement other media
E)  none of the above

Question 19

An ad in an office building elevator for a local Mexican restaurant is an example of:

Accepted Answer

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

Question 20

Which of the following statements about outdoor advertising is true?

Accepted Answer

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.

Exam 13: Support Media

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:

Correct AnswerverifiedShow Answer

Another name for alternative media is:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A company promoting its product through product placements in movies would benefit from:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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:

Correct AnswerverifiedShow Answer

Which of the following statements about outdoor advertising is true?

Correct AnswerverifiedShow Answer

The more up-to-date name for what was once called "specialty advertising" is:

Correct AnswerverifiedShow Answer

An ad in an office building elevator for a local Mexican restaurant is an example of:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

There are three forms of transit advertising.They are inside cards,station,platform or terminal posters,and:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Of all out-of-home media,_____ advertising enjoys the highest gross billings and the largest percentage of the market.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

How are audience measurements for the effectiveness of product placement conducted?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following pieces of federal legislation had the greatest impact on outdoor advertising?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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