BUAD471 EXAM 4

__________ media include billboards, street furniture, alternative media, transit, as well as specific forms of radio.

Out-of-home advertising

Which of the following is true of outdoor advertising?

Outdoor advertising is a pervasive form of communication for residents of urban and suburban areas.

Which of the following is true of outdoor advertising? -Messages are communicated through outdoor advertising are often dissuasive. -Outdoor advertising is a pervasive form of communication for residents of urban and suburban areas. -Outdoor advertising is the newest form of advertising that emerged with the onset of technology.

Outdoor advertising is a pervasive form of communication for residents of urban and suburban areas.

Digital billboards

Refers to screens that transmit in LED or LCD and include large bulletins found at sports and entertainment venues, malls, airport terminals, and at roadsides or large traffic locations

Which of the following is a traditional media method of measuring the effectiveness of the Internet?

Recall and retention

Ambient Advertising

Refers to smaller digital signs that appear in restrooms, stairs, personal vehicles, and on specialty items.

The two methods of personal selling used to generate sales are

Telemarketing and direct selling

Video advertising

Refers to digital video screens that appear in offices, stores, theaters, inside transit networks, health clubs, bars, and restaurants.

Identify the most effective integrated marketing communications element for achieving the objective of creating public awareness for larger companies.

Television advertising

a ________ sponsership occurs when the sponsoring company's involvement is limited to paying for a section of a Web site.

regular

Which of the following are typical elements of a direct response offer?

-A form that requests mailing information -A toll-free number

In the context of direct marketing, what are the similarities between regular mail and e-mail?

-Both can use targeted messages -Both rely heavily on mailing lists -Both attempt to achieve demographic selectivity

Identify the characteristics of direct marketing.

-E-mail advertising is an inexpensive medium. -The CPM for direct mail may be very high on an absolute and a relative basis.

Identify the characteristics of direct marketing.

-E-mail advertising is an inexpensive medium. -The CPM for direct mail may be very high on an absolute and a relative basis.

Which of the following are disadvantages of outdoor advertising? (Check all that apply) -It cannot accurately measure the reach and frequency of an ad. -It results in overexposure to an as message. -It lacks the ability to create awareness among consumers. -It displays short messages due to short exposure times. -It results in low levels of frequency.

-It cannot accurately measure the reach and frequency of an ad. -It results in overexposure to an as message. -It displays short messages due to short exposure times.

What are the advantages of transit advertising? (check all that apply) -It has a low cost per thousand on a relative basis. -It increases the potential number of people exposed to an ad. -It results in a high frequency of exposure. -It offers unlimited coverage and reach.

-It has a low cost per thousand on a relative basis. -It increases the potential number of people exposed to an ad. -It results in a high frequency of exposure.

What are the disadvantages of branded entertainment? (Check all that apply.) -It has increased competition among advertisers to get their products placed. -It can have very high absolute costs. -It generally has limited time of exposure. -It cannot support other promotional media. -It can result in negative placements.

-It has increased competition among advertisers to get their products placed. -It can have very high absolute costs. -It generally has limited time of exposure. -It can result in negative placements.

Identify the advantages of Branded entertainment.

-It increases the potential exposure of a product. -It increases the chances of repeat exposures -It generally has a low cost per thousand -It can support other promotional media.

Identify advantages of outdoor advertising (Check all that apply.) -It is effective and enhances creativity and cost-efficiency. -It offers wide coverage of local markets and has high levels of frequency. -It achieves geographic selectivity. -It can accurately measure the reach and frequency of advertisements. -It has a rapid turnaround time and can lead to a high level of awareness.

-It is effective and enhances creativity and cost-efficiency. -It offers wide coverage of local markets and has high levels of frequency. -It achieves geographic selectivity. -It has a rapid turnaround time and can lead to a high level of awareness.

What are the advantages of promotional products marketing?

-It offers a high degree of flexibility and selectivity -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.

An advantage of movie theater advertising is that ________. (check all that apply) -It offers demographic selectively -It provides a broad base of exposure -It has lower cost per thousand compared with other types of media -It has has low absolute and relative costs per exposure

-It offers demographic selectivity -It provides a broad base of exposure - It has low absolute and relative costs per exposure

What are the disadvantages of movie theater advertising?

-It tends to have higher cost per thousand compared with other media. -It may lead to increased irritation and dissatisfaction among consumers.

Which of the following elements are used for movie theater advertising of products and services. -Outside posters -Inside cards -Kiosks -Drink-cup ads

-Kiosks -Drink-cup ads

Which of the following are the advantages of branded entertainment?

-Product placement can target consumers with a strong interest in a particular subject matter.

Which of the following the advantages of branded entertainment?

-Product placement gives exposure to products under advertising restrictions. -Consumer recall for product placements is higher than for a TV commercial. -Product placement can target consumers with a strong interest in a particular subject matter.

Which of the following factors have increased the attractiveness of direct purchases?

-Sophisticated marketing techniques -Increase in dual-income families

What are the disadvantages of promotional products marketings?

-The company can develop a poor image in the market by a poorly advertising form. -This medium requires a longer lead time than most other media. -Increased usage of this medium in the marketplace can reduce the value of the specialty item. -Television advertising has a greater reach compared to this medium

What are the disadvantages of proportional products marketing? (Check all that apply). -The company can develop a poor image in the market by a poorly designed advertising form. -Increased usage of the medium in the marketplace can reduce the value of the specialty item. -Television advertising has a greater reach compared to this medium. -This medium requires a longer lead time than most other media. -Increased repeat exposures to a message increases the relative cost per exposure of the medium.

-The company can develop a poor image in the market by a poorly designed advertising form. -Increased usage of the medium in the marketplace can reduce the value of the specialty item. -Television advertising has a greater reach compared to this medium. -This medium requires a longer lead time than most other media.

Which of the following statements are true about the direct-marketing strategy called the two-step approach?

-The first step is designed to screen, or qualify, potential buyers.

Identify the disadvantage of miscellaneous alternative media. (Check all that apply) -They increase the chances of wear out -They generally have very high absolute and relative costs -They can have a negative impact on an advertiser's image. -They cannot create awareness.

-They increase the chances of wear out. -They can have a negative impact on an advertiser's image.

The internet and social media in general __________.

-are complemented by other IMC media -complement other IMC media -Serve as vital links in the integrative process

An advantage of miscellaneous alternative media is that they _______. (Check all that apply) -generally do not have very high absolute or relative costs -always create a favorable image of an advertiser -can target specific interest groups -can attract significant customer attention -never lead to wearout

-generally do not have very high absolute or relative costs -can target specific interest groups -can attract significant customer attention

________ media include billboards, street furniture, alternative media, transit, as well as specific forms of radio.

Out-of-home advertising

Identify an example of place-based media from the following.

A skin clinic offering hygiene and beauty tips on a TV monitor

Identify an example of support advertising

A terminal poster highlighting the benefits of online shopping

Alternative media

Arenas and stadiums, airborne, marine, campuses, resorts and leisure, and digital media.

Brand Advisors

Attempts to value brand integration in feature films

Identify an example of out-of-home media from the following. -Direct mail -Billboards -Television -Newspaper

Billboards

Billboards

Bulletins, spectacular displays, wall murals, vinyl-wrapped posters, and 30-sheet posters

Transit

Buses, airports, subway and rail, truck sides, taxi displays, and wrapped vehicles

The Traffic Audit Bureau

Conducts traffic courts on which the published rates are based

Gizmo World, a gadgets magazine, pays for name association on a section of TechAtlas.com, an e-commerce site that sells cell phones and accessories. Gizmo World features its own articles on Tech Atlas. This is an example of a(n)

Content sponsorship

_________ is a system of marketing by which organizations communicate without intermediaries to the target customers to generate a response or transaction.

Direct Marketing

Yellow Pages advertising is referred to as a directional medium. This means that Yellow Pages ads

Direct buyers to wear a product can be purchased

In the context of direct marketing, what is a difference between regular mail and e-mail?

E-mail is more effective in terms of return investment

True or false: The effectiveness of transit advertising is not influenced by the mood of the audience.

False

Identify the products that are commonly sold through direct selling.

Family durables Wellness products

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

Which of the following is a disadvantage of transit advertising? -Low frequency of exposure -Limited exposure time to an ad -Immediate results -High relative costs -Verifying mood of the audience

Immediate results

When major corporations first began to conduct business on the Internet, they put up websites primarily for

Information purposes

Which of the following are types of direct-response media?

Internet Direct Mail Telemarketing Print

Identify an advantage of movie theater advertising.

It advertisers to reach specific target groups.

Identify a disadvantage of outdoors advertising.

It can have high absolute and relative costs.

Identify an advantage of transit advertising.

It increases the length of exposure to an ad.

Which of the following is true or e-commerce? -It is synonymous with "brick-and-mortar" stores -It is a primary component of C2C marketing -It is typically considered an ancillary sales medium -It cannot be used as a business-to-business medium -It is a direct sales strategy

It is a direct sales strategy

Identify a disadvantage of transit advertising.

It is ineffective in reaching a mass audience.

Which of the following is a benefit of direct marketing as an advertising medium?

It is the best medium to measure the effectiveness of its marketing efforts.

____________ is one of the biggest disadvantages of the internet marketing.

Lack of reliability of research numbers generated

Nielsen-IAG Research

Maintains a panel where viewers take an online quiz about the previous night's prime-time programs, the commercial , and product placements therein

______ is when a salesperson visits a buyer's home, job site, or other location to sell infrequently purchased products or services.

Non repetitive person-to-person selling

Another name for alternative media is

Nontraditional media

Identify a sales promotion technique that companies combine with direct marketing.

Organizing sweepstakes

Summit Corp., an electronics store, sends out direct-mail pieces to individual customers in its neighborhood inviting them to a demonstration of its products at the store. The store's salespersons then assume the responsibility for generating sales, In this scenario, the company is combing direct marketing with___________.

Personal selling

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

Possibility of market saturation

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

With reference to advertising media, ________ create(s) the strongest source association.

Product Placement

As a part of its corporate strategy Helios Inc., an automaker, offers business gifts such as key chains, planners, and T-shirts to its customers for their patronage. In this scenario, Helios is using ________

Promotional products marketing

Competitive Media Reports

Provides Information on the expenses incurred on outdoor media by major advertisers

The American Public Transportation Association

Provides information about ridership statistics, studies, and other transit usage

Lattice Inc., an oil manufacturing company, has undertaken an initiative to support a nonprofit organization that promotes recycling. The company uses telemarketing and direct-mail in order to inform consumers of its efforts and request for funds. In this scenario, the company is combining direct marketing with _________ in order to promote its initiative.

Public Relations

_______ is a specification that uses XML to divise and arrange web-based content that is provided to users through a notification feed.

Really simple syndication

_____________ is a traditional measure for measuring the effectiveness of the Internet.

Recall and Retention

________ is the process of improving the volume of traffic driven to one's site by a browser or web portal through unpaid (organic) results as opposed to paid inclusions.

Search engine optimization

The most common direct marketing objective that is typically expected by companies is to

Seek a behavioral response

The Outdoor Advertising Association of America

Serves as the primary trade association of the industry

The Promotional Products Association International is the trade organization of ___________.

Specialty advertising

________ is a medium of advertising, sales promotion, and motivational communication employing imprinted, useful, or decorative products that are distributed free.

Specialty advertising

Identify the tool used by marketers on the internet to stimulate trial.

Sweepstakes

Identify the directional media that does not create awareness or demand fro products but merely point the consumers in the direction where the purchases are to be made.

The Yellow Pages

Identify a location where advertisers use outside posters to promote their products.

The back of a bus

The cost of mobile billboards depends on

The geographic area advertised in

Identify a location where advertisers use inside cards to promote their products.

The luggage area in a subway car

True or False: Advertising placed in the wrong medium can result in irritation or negative attitudes toward an advertiser.

True

Street furniture

Urban furniture, convenience stores, shopping malls, and bus shelters.

Which of the following is a disadvantage of transit advertising?

Varying mood of the audience

A benefit of direct marketing is that ________.

ads for direct mail can be quickly created and distributed to the target population

Muzzen, a cell phone manufacturer, has developed an online game to exhibit the handling of its new phone model. In this scenario, the company is using a(n) __________ to promote its products.

advergame

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

An advantage of outdoor advertising is that _________.

advertisers can change digital messages based on local market conditions

An advantage of out-of-home (outdoor) advertising through digital media is that it ________.

allows advertisers to change their messages frequently

Support media, or nontraditional, media are also referred to as __________ media.

alternative

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

Wikitude is an example of an

augmented reality browser

_________ has mostly helped marketers to target audiences precisely and design messages to appeal to their specific needs and wants.

behavior tracking

Apart from seeking behavioral responses, direct marketing is used by many organizations to ___________.

build a favorable image

Identify the marketing objectives for which blogs and discussion boards can be particularly useful.

consideration evaluation

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

In a ________, a sponsor provides dollars in return for name association and participates in providing the matter to be published in a website.

content sponsorship

The primary goal of branded entertainment is to ________.

direct consumers' attention to products

A characteristic of direct marketing is that is ________.

eliminates waste coverage

A coffeehouse chain has started an ad campaign at gas stations to promote its new range of beverages. It plans to attract consumers by displaying ads on screens that appear on gas pumps. The chain is using _________ to market itself.

gas station pump ads

In Los Angeles, a public service message about the importance of recycling is being displayed above the seats of public busses. This form of ad placement is an exmaple of an ______________.

inside card

A Web 2.0 site provides a platform for its users to ______.

interact with each other

Full-page ads that appear on a user's screen while the used waits for a website's content to download are known as _______.

interstitials

A characteristic of digital out-of-home media is that it __________.

is very creative

Identify an advantage of promotional products marketing

it results in a low level of waste coverage.

The U.S. government has passed laws regulating the use of e-mail marketing because

it results in high volumes of spam and many consumers consider it a nuisance.

A near field communication tag requires _________ than a QR code while performing the same function.

less effect from consumers

Conceptually, _________ is like an advertorial, which is paid placement attempting to look like an article.

native advertising

pay-per-click advertising is a tool used by advertisers to reach consumers through __________ search.

nonorganic

Another name for alternative media is __________.

nontraditional media

With increased success in both business and consumer markets, social media has made it possible to carry on _________.

one-to-one marketing

A wide range of interactive digital media that exhibit dynamic motion, taking advantage of improved sensory attributes such as video, audio, and animation, is known as _________.

rich media

Identify the traditional measures used by companies to measure the effectiveness of the internet

sales and tracking return on investment surveys

The relative effectiveness of an ad can be evaluated by advertisers based on the number of calls generated by using ________.

the cost per order

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