MKTG 125 Chapter 13
Street furniture
Urban furniture, convenience stores, shopping malls, and bus shelters
Cafe Refrez, a coffee shop, has signed an agreement with a popular TV show to feature its beverages in various episodes. This is an example of ______.
product placement
Alternative media
Arenas & stadiums, airborne, marine, campuses, resorts & leisure, and digital media
A common form of transit advertising is advertising associated with ______.
taxis
Identify an example of guerrilla marketing.
A footwear brand placing a giant shoe model in the middle of a busy street
Identify an example of a nontraditional support media.
Ads on manhole covers
Which of the following is an example of in-store media?
Aisle displays
In the context of traditional support media, identify an example of in-store media from the following.
Aisle displays in supermarkets
Billboards
Bulletins, spectacular displays, wall murals, vinyl-wrapped posters, and 30-sheet posters
Transit
Buses, airports, subway & rail, trucksides, taxi displays, and wrapped vehicles
A form of product placement where a product is woven throughout a program or becomes the program itself is known as ______.
product integration
Identify an item used for specialty advertising.
Coffee mugs
Which of the following elements are used for movie theater advertising of products and services? (Check all that apply.)
Drink cups Kiosks
Which of the following statements about out-of-home (outdoor) advertising is correct?
It can make use of digital messages.
Identify advantages of branded entertainment. (Check all that apply.)
It increases the chances of repeat exposures. It increases the potential exposure of a product. It can support other promotional media. It generally has a low cost per thousand.
What are the advantages of promotional products marketing? (Check all that apply.)
It increases the frequency of exposure and has low relative cost per exposure. It generates goodwill in the receiver, which leads to high recall of the advertiser. It offers a high degree of flexibility and selectivity.
Identify an advantage of promotional products marketing.
It results in a low level of waste coverage.
Which of the following statements are correct about OOH Ratings, the measurement system introduced by the Outdoor Advertising Association of America (OAAA)? (Check all that apply.)
It uses a "likely to see" metric in place of the traditional measure of "opportunity to see." Its data includes eye tracking. It can provide demographic data about consumers.
Identify an example of street furniture used in out-of-home advertising.
Kiosks
Which of the following statements is correct about advertising in movie theaters?
Movie theater ads include commercials shown before the movie and ads in theater lobbies.
Identify an alternate name for support media.
Nontraditional media
Identify a form of transit advertising that includes ads displayed on the roof of a bus.
Outside poster
Rezzen Inc., a car manufacturer, has signed a contract with a film production company to feature its car as an integral part of a film script. The film's plot will revolve around the car getting stolen. Which of the following forms of support media is the company using?
Product integration
The American Public Transportation Association
Provides information about ridership statistics, studies, and other transit usage
Competitive Media Reports
Provides information on the expenses incurred on outdoor media by major advertisers
The Outdoor Advertising Association of America
Serves as the primary trade association of the industry
Identify an example of a medium used in aerial advertising.
Skywriting
Identify a location where advertisers use inside cards to promote their products.
The luggage area in a subway car
Identify an advantage of miscellaneous alternative media.
They can create awareness and gain consumers' attention.
Identify the disadvantages of miscellaneous alternative media. (Check all that apply.)
They can have a negative impact on an advertiser's image. They increase the chances of wearout.
True or false: Advertising placed in the wrong medium can result in irritation or negative attitudes toward an advertiser.
True
True or false: Specialty advertising does not have an established ongoing audience measurement system?
True
A fast food chain has developed an ad campaign in which it has produced a series of ad film episodes that will be shown on the Internet. The chain is using ______ to market itself.
advertainment
A form of advertising in which marketers create a video and/or music content in an attempt to entertain viewers while advertising their products is known as ______.
advertainment
A manufacturer of sports shoes using a blimp over beaches and sports arenas to promote its products is an example of ______.
aerial advertising
An advantage of out-of-home (outdoor) advertising through digital media is that it ______.
allows advertisers to change their messages frequently
Consumers are less likely to have the same negative reactions to product placements as they may to commercials because product placements ______.
are not very intrusive
A form of advertising that blends marketing and entertainment through television, film, music talent, and technology is known as ______.
branded entertainment
A form of branded entertainment in which advertisers do not develop their own material but fund specific programs and receive product placements and promotions in return is known as ______.
content sponsorship
Sierra Inc., a manufacturer of sports goods, is funding an intercity baseball tournament and receiving product placements in return. The company is using ______ to market its products.
content sponsorship
The primary goal of branded entertainment is to ______.
direct consumers' attention to products
An advantage of miscellaneous alternative media is that they ______. (Check all that apply.)
generally do not have very high absolute or relative costs can attract significant customer attention can target specific interest groups
Lattice Inc., a tire manufacturing company, has organized a flash mob in a busy train station to promote its products. In this scenario, the company is using ______.
guerrilla marketing
In Los Angeles, a public service message about the importance of recycling is being displayed above the seats of public buses. This form of ad placement is an example of a(n) ______.
inside card
Identify the other terms used to refer to support media. (Check all that apply.)
nonmeasured below-the-line alternative
An apparel store displays its ads on the sides of subway cars to target commuters. This form of ad placement is an example of a(n) ______.
outside poster
An advertising medium that uses items such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives to attract consumers is known as ______.
promotional products marketing
The primary objective of support media is to ______.
reinforce an advertising message
The Promotional Products Association International is the trade organization of ______.
specialty advertising
Marketers of a popular watch brand have started an advertising campaign that displays ads in subway platforms, airport terminals, and bus shelters. This form of transit advertising uses ______.
terminal posters
An advantage of using product placement in a movie is that ______.
the product exposure is not subject to being zapped by the movie theater audience
A fast food chain has started a marketing campaign that involves displaying posters in subways of major cities. This is an example of ______.
transit advertising
Terminal posters are a form of ______.
transit advertising
A specialized content program offered through cable TV networks that is developed by an advertiser and provided to the cable operators for free is known as ______.
video on demand
Ricom Motors, a car manufacturing company, has created a short feature film on the future of automotive technology. It plans to distribute the film to cable operators for free. The film will be released through cable TV networks. In this scenario, the company is using ______ to promote its brand name.
video on demand