Question 1

Woodlot Inc. is a furniture manufacturing company that has recently started its operations. It employs promotional strategies to create brand awareness and stimulate demand for its products. Since the company is still in its inception, it also wants to use a support medium that can point consumers in the direction in which they can purchase furniture for their household. Which of the following support media is best suited to Woodlot's purpose?

Accepted Answer

Yellow Pages advertising is a support medium that helps consumers find where they can purchase products, making it suitable for Woodlot Inc.'s purpose of directing consumers to their furniture.

Question 2

Which of the following support media should be employed if a consumer has already been provided with information about services offered by a company and now requires a directional medium?

Accepted Answer

Yellow Pages are a common directional medium used by consumers who already have information about a company's services but require direction on how to get there or how to contact them. Mobile billboards, product placements, advertising specialties, and in-flight advertising are more effective for providing initial information and creating brand awareness.

Question 3

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

Accepted Answer

Possibility of market saturation means that there is a risk of flooding the market with too many promotional products, leading to decreased effectiveness and the potential to alienate customers.

Question 4

Yellow Pages advertising has witnessed a decline because:

Accepted Answer

Consumers have turned to search and online directories for convenience and speed in accessing information. Yellow Pages advertising cannot match the accessibility and convenience provided by online directories.

Question 5

Which of the following is a disadvantage of transit advertising?

Accepted Answer

The mood of the audience can vary greatly in transit settings, affecting how they perceive and engage with the advertisement.

Question 6

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

Accepted Answer

Specialty advertising refers to the use of imprinted, useful, or decorative products (such as keychains, t-shirts, or pens) that are given away for free as a means of promoting or advertising a brand or product. This type of marketing is often used as a form of sales promotion or to motivate customers.

Question 7

Which of the following statements is true of measurement in promotional products marketing?

Accepted Answer

There is currently no established ongoing audience measurement system for promotional products marketing. While some metrics such as ROI and engagement rate can be used, there is no standardized method for measuring the success of promotional products campaigns in terms of audience reach and impact.

Question 8

Which of the following is an advantage of promotional products marketing?

Accepted Answer

Promotional products are tangible items that people can use, which often leads to a high recall of the advertiser's name and message because the items are kept and used repeatedly.

Question 9

Which of the following is an advantage of indoor transit advertising?

Accepted Answer

Indoor transit advertising offers a long length of exposure as passengers have time to view the ads during their commute.

Question 10

Products such as free pens, calendars, and coffee mugs featuring a company's name and used as promotional tools are referred to as:

Accepted Answer

Advertising specialties, also known as promotional products or swag, are items with the company's name, logo, or message that are given away as promotional tools. Premiums are a type of sales promotion that offers a free or discounted item with the purchase of a product or service. Heuristics and mnemonics are cognitive tools used to aid memory and decision-making and are not related to promotional products.

Question 11

Which of the following statements is true of movie theater advertising?

Accepted Answer

Advertising in movie theaters offers lack of clutter as the number of ads is limited. Although the absolute and relative costs per exposure are high, movie theater ads offer high levels of emotional attachment to moviegoers. Demographic segmentation is also possible in movie theater advertising. However, CPM in movie theater advertising is not typically lower than other media.

Question 12

Cumulus Corp. wants to generate goodwill among its customers. It aims at gaining a favorable impression that can positively impact its sales and revenues. Which of the following forms of support media can help Cumulus attain its desired outcome?

Accepted Answer

Promotional products marketing, also known as merchandise marketing, can help generate goodwill among customers by providing them with free items such as pens, totes, or keychains. These items serve as reminders of the brand, and customers may associate the brand with positive feelings. Additionally, using promotional products as giveaways can create a sense of reciprocity, where customers feel encouraged to reciprocate their positive impressions by making a purchase or recommending the brand to others.

Question 13

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 _____.

Accepted Answer

Helios is using promotional products marketing by offering business gifts to its customers as a part of its corporate strategy.

Question 14

Butterfly Wings Inc., a manufacturer of soft toys and greeting cards, planned to advertise its Valentine's Day merchandise in movie theaters. Based on the audience profile, one week prior to St. Valentine's Day, the company began screening its commercial before the start of two movies titled "The Vow" and "Perfect Sense." Since both movies were romantic dramas, Butterfly Wings' commercial evoked a positive response in moviegoers. In this scenario, which of the following advantages of movie theater advertising did the marketer exploit?

Accepted Answer

Butterfly Wings Inc. exploited the advantage of demographic segmentation by targeting a specific audience profile - those who were watching romantic dramas in movie theaters one week prior to Valentine's Day.

Question 15

Ourea Inc., a financial consulting company, distributes free stationery items like ball pens, notepads, and file covers with the company logo to its customers. These items are known as:

Accepted Answer

Advertising specialties are promotional items given away for free to promote a company, often featuring the company's logo, like the stationery items distributed by Ourea Inc.

Question 16

Which of the following support media should be employed if the objective is to achieve high levels of retention and make the communication a frequent reminder of a company's name and message?

Accepted Answer

Advertising specialties, also known as promotional products, are items that bear a company's name or logo and are given away or sold to customers and prospects. They are often used as gifts or incentives and can be practical or novelty items. Advertising specialties have high levels of retention and can serve as frequent reminders of a company's name and message.

Question 17

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

Accepted Answer

Yellow Pages advertising is primarily used to direct potential buyers to the location or contact information of a business where a product or service can be purchased. It is a directional medium, as opposed to a persuasive medium that attempts to influence attitudes or beliefs.

Question 18

Fervor Inc., a leading women's clothing line, has printed its company name and logo on ball pens, calendars, and key rings. As part of its promotional strategy, customers of Fervor are offered these items as complimentary gifts. These items are referred to as:

Accepted Answer

These items are commonly known as advertising specialties or promotional products, which are branded items given away for free to customers as a promotional strategy. They can include items such as pens, keychains, and calendars.

Question 19

Ether Inc., an electronics manufacturer, offers free T-shirts with the company's logo on them free of charge to its customers. Ether believes that this will help promote the company's products and attract more customers. This is an example of:

Accepted Answer

Offering free T-shirts with the company's logo on them is an example of specialty advertising, which involves giving away free items with the company's brand or logo in order to promote the company's products and attract more customers.

Question 20

_____ advertising is considered a directional medium because it points consumers toward where their purchases can be made rather than creating awareness or demand for products or services.

Accepted Answer

Yellow Pages advertising lists contact information for businesses in a specific area, helping consumers find and connect with those businesses. This makes it a directional medium rather than a medium designed to create awareness or demand for products/services.

Quiz 13: Support Media