Question 1

A disadvantage of transit advertising is its inability to provide exposure to a large number of people.

Accepted Answer

The statement is the opposite of the truth. The disadvantage of transit advertising is actually its inability to provide exposure to a large number of people, while an advantage is its ability to reach a diverse audience with specific lifestyles and behaviors.

Question 2

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

Accepted Answer

The statement incorrectly states that outdoor advertising lacks persuasiveness, which is not necessarily true. Outdoor advertising can be very persuasive if done correctly. However, the statement is correct in stating that outdoor advertising is pervasive, especially in urban and suburban areas.

Question 3

Support media are also known as measured media because they are easy to measure.

Accepted Answer

Support media are not necessarily easy to measure; they are often used to complement primary media and can include non-traditional forms like promotional products, which can be harder to quantify in terms of reach and impact.

Question 4

The increase in the number of women in the work force has led to the increased popularity of transit media.

Accepted Answer

The statement accurately describes the relationship between the increase in the number of women in the work force and the popularity of transit media.

Question 5

Most forms of specialty advertising remain with a potential customer for a long time, providing a high level of retention.

Accepted Answer

Specialty advertising items such as keychains, calendars, and pens are specifically designed to provide repeat exposure to the advertising message over a long period of time. This makes them an effective tool for retention.

Question 6

The average CPM of outdoor ads is greater than that of radio and magazines ads.

Accepted Answer

The statements are contradictory. The first statement says that outdoor ads have a higher average CPM than radio and magazines, while the second statement says that outdoor ads have a lower average CPM than radio and far less than TV, magazines, and newspapers. Therefore, one of the statements must be false.

Question 7

Promotional products marketing is employed only by large companies.

Accepted Answer

Promotional products marketing is used by businesses of all sizes, not just large companies, to increase brand awareness and customer engagement.

Question 8

Shopping cart signage is a type of in-store media.

Accepted Answer

Shopping cart signage is indeed a type of in-store media that advertisers use to reach shoppers at the point of purchase. Other types of in-store media include in-store ads, aisle displays, store leaflets, and in-store TV.

Question 9

Outdoor advertising is one of the newest methods of advertising that has grown with the development of new technology.

Accepted Answer

Outdoor advertising is one of the oldest forms of advertising, dating back to ancient civilizations, though it has evolved with new technology.

Question 10

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

Accepted Answer

Outdoor advertising is often viewed repeatedly by the same audience, causing the message to become less effective over time. This is known as wearout.

Question 11

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

Accepted Answer

The statement is true. The costs of mobile billboards vary depending on the geographic area and the fees charged by the mobile board company. However, both small and large organizations have found the medium to be affordable.

Question 12

Advertising specialties are always distributed free of charge to the recipients.

Accepted Answer

Advertising specialties are always distributed free of charge to the recipients, as stated in the first sentence of the passage.

Question 13

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

Accepted Answer

The statement in the prompt is false. While support media are primarily used to reinforce the messages of primary media, some companies may use them as their primary or sole medium.

Question 14

_____ media are used to reach those people in the target market the primary media may not have effectively reached and to reinforce their messages.
A)Advertising
B)Direct response
C)Traditional
D)Sales promotion
E)Support

Accepted Answer

Support media are used to complement primary media efforts, reaching audiences that may not have been effectively reached by the primary media and reinforcing the message.

Question 15

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

Accepted Answer

The paragraph states that transit cards can be depressing and intrusive due to public service announcements about serious issues replacing advertisements for products.

Question 16

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

Accepted Answer

The statement in the question is false.

Question 17

Ads placed on the backs of envelopes that contain airplane tickets and on banners pulled by planes that are flown over sports arenas are examples of:
A)support media.
B)direct response media.
C)indirect communications.
D)advertising accessories.
E)category ads.

Accepted Answer

These are both examples of support media, which are non-traditional advertising methods used to reinforce or extend a message delivered through primary advertising channels.

Question 18

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

Accepted Answer

The statement is supported by studies and research conducted by the Product Acceptance and Research Organization.

Question 19

Ambient advertising often uses digital technology to send its messages.

Accepted Answer

Ambient advertising can make use of various technologies, including digital ones, to deliver its messages in a unique and creative way.

Question 20

Nelson receives a pen and a calendar free of charge from a store where he makes regular purchases. The calendar and the pen could be classified as advertising specialties.

Accepted Answer

Advertising specialties are indeed distributed free of charge and are not dependent on the recipient making a purchase or contribution. Examples of advertising specialties include pens, calendars, mugs, key rings, T-shirts, and matchbooks.

Quiz 13: Support Media