64) Movie theaters sell time at the beginning of their film showings for commercials called
________.
A) participations
B) captive showings
C) selective showings
D) trailers
E) sponsorships
65) For advertisers, video games have primarily been a medium to target which of the following
groups?
A) females ages 12 to 34
B) males ages 12 to 34
C) females ages 35 to 54
D) males ages 35 to 54
E) adults 55 and older
66) ________ includes advertising on outdoor billboards, buses, posters on walls, telephone
booths, shopping kiosks, taxi signs, grocery store carts, blimps, and so forth.
A) Public media
B) Out-of-home media
C) Broadcast media
D) Transit media
E) External media
67) ________ refers to billboards along streets and highways, as well as posters in other public
locations.
A) Outdoor advertising
B) Public advertising
C) Broadcast advertising
D) Transit advertising
E) Miscellaneous advertising
68) Which type of outdoor advertising can be quickly changed in response to changes in an
advertising situation?
A) painted outdoor bulletin
B) painted outdoor poster
C) billboard extension
D) cutout
E) digital display
69) The cost of outdoor advertising is typically based on ________, the number of vehicles
passing a particular location during a specified period of time.
A) impressions
B) showings
C) resonance
D) reach
E) frequency
70) ________ is seen by people riding inside buses, subway cars, and some taxis.
A) Interior transit advertising
B) Exterior transit advertising
C) Kiosk advertising
D) Outdoor advertising
E) Mobile advertising
71) Out-of-home advertising is ________ in that it targets people at specific locations.
A) directional
B) direct
C) indirect
D) situational
E) social
72) ________ is mounted on the side, rear, or top exteriors of buses, subway cars, or taxis.
A) Interior transit advertising
B) Exterior transit advertising
C) Kiosk advertising
D) Outdoor advertising
E) Mobile advertising
73) The outdoor board on the side of the highway with the message telling drivers that the
Holiday Inn Express is at the next exit best illustrates which advantage of outdoor advertising?
A) high-impact medium offering larger-than-life visuals
B) good situational medium
C) flexibility
D) reinforcement of a creative concept employed in other media
E) least expensive of all major media
74) Which of the following is NOT an advantage of digital displays over large roadside
billboards?
A) greater flexibility of content
B) more opportunities for scalability
C) increased availability of advertising space
D) lower production costs
E) greater share of voice
75) Through innovations in interactivity called ________, viewers can participate in online
advertising or manipulate online ads by clicking or rolling over parts of the image.
A) search optimization
B) rich media
C) digital displays
D) social networking
E) micro-blogging
76) ________ are small ads on other web pages that lure visitors to move to the advertised site.
A) Superstitials
B) Blogs
C) Minisites
D) Banner ads
E) Pop-ups
77) The extra-long, skinny ads running down the right or left side of a website are called
________.
A) skyscrapers
B) borders
C) pop-ups
D) minisites
E) superstitials
78) Which type of internet ads burst open on the computer screen in front of the opening page of
the website?
A) skyscrapers
B) pop-ups
C) minisites
D) superstitials
E) banner ads
79) Which type of internet advertising allows advertisers to market their products on other
branded websites without sending people away from the site they are visiting?
A) minisites
B) off-line advertising
C) blogs
D) click-throughs
E) widgets
80) Which type of internet advertising is considered “the internet’s commercial,” designed to
work like a TV ad?
A) minisite
B) superstitial
C) pop-up
D) banner ad
E) skyscraper
81) ________ are tiny computer programs that allow people to create and insert professional-
looking content into their personal websites and onto their TV screens.
A) Widgets
B) Superstitials
C) Banner ads
D) Skyscrapers
E) Minisites
82) ________ describes an approach to marketing that uses advertising driven by keywords that
consumers use to find information.
A) Search marketing
B) Search placement
C) Key wording
D) Social marketing
E) Micro-blogging
83) Why is search marketing so effective in reaching consumers?
A) The process minimizes competition.
B) The strategy is rarely used by large companies.
C) Ads are not perceived to be as intrusive as other types of marketing because consumers
initiate the search.
D) Search marketing appeals exclusively to Seekers.
E) Search marketing simplifies the purchase process.
84) The success of an online ad is measured by ________.
A) showings
B) exposure
C) frequency
D) click-throughs
E) sales volume
85) ________ maximizes the link between topics and brand-related websites to drive more traffic
to a company’s site.
A) Search optimization
B) Search placement
C) Key wording
D) Rich media
E) Quick-response coding
86) According to a recent study led by the agency Publicis, which of the following formats is the
most effective way to deliver video ads?
A) pre-roll
B) click-through
C) ad selector
D) pay-per-click
E) widget
87) You are looking at the New York Times home page, and you click on the link for an article
you’d like to read. Before the page of the article appears, a twenty-second animated ad for
Hyundai appears. This is an example of a ________.
A) pop-behind
B) skyscraper
C) mini-site
D) pop-up
E) superstitial
88) You are looking at an eHow.com video about removing stains from clothing when you notice
a small ad for Febreze odor eliminator on the right-hand side of the page. When you click on the
ad, you move from eHow to a Febreze website. You have clicked on a ________.
A) widget
B) pop-behind
C) mini-site
D) pop-up
E) banner ad
89) You are looking up hotel rates on the internet. Alongside your search results, a message
reads, “Stay at Holiday Inn and get a 25 percent discount!” This is an example of ________.
A) search marketing
B) a pop-under
C) content sponsorship
D) a pop-up
E) a superstitial
90) Which ad form is used on Facebook and formatted to look like a user’s post?
A) sponsored story
B) micro-site
C) pop-up
D) widget
E) superstitial
91) Newspapers are primarily used by advertisers trying to reach a national market.
92) National advertisers are not heavy users of newspapers as an advertising medium because
each paper has its own size guidelines for ads, making it impossible to prepare one ad that would
fit every newspaper.
93) One alternative that allows a national advertiser to pay the local rate is co-op advertising with
a local retailer.
94) Advertisers who don’t care where their ads run in the newspaper pay the nonpreferred–
position rate (NPR).
95) The dominant form of newspaper advertising is classified advertising.
96) Newspaper readership is always larger than circulation.
97) The two main types of audiences that magazines target are consumer and business audiences.
98) Business magazines target business readers and include trade papers, industrial magazines,
and professional magazines.
99) A horizontal publication deals with a business function that cuts across industries.
100) Selective binding allows a magazine to print personalized messages directly on ads or on
inserts.
101) In general, most magazine revenues come from advertising rather than subscriptions.
102) Satellite transmission of content allows magazines to print regional editions with regional
advertising.
103) Unlike newspaper advertising pricing, the cost of magazine advertisements is not based on
the size of the ad or the circulation of the magazine.
104) Public radio stations are considered noncommercial in that they rely on listener support for
most of their funding and that no commercial sponsorship is allowed by law.
105) Advertisers trying to reach a wide audience often need to buy time on several radio stations,
which has been made easier by the “one-order, one-bill” system.
106) Radio is a highly segmented medium.
107) Underwriting is a type of corporate sponsorship of public radio.
108) Syndicated radio programs offer flexibility through their willingness to run unusual ads,
allow last-minute changes, and negotiate rates.
109) The morning drive time segment is the period when the most listeners are tuned in to radio
programs.
110) Currently, there are six national, over-the-air television networks in the United States: ABC,
CBS, NBC, Fox, WB, and UPN.
111) Television stations not affiliated with a network are known as independent stations.
112) National advertisers sometimes buy local advertising on a city-by-city basis using spot
buys.
113) PBS is an attractive medium for advertisers because it reaches affluent, well-educated
households.
114) TiVo and other DVRs are a substantial threat to marketers because they allow consumers to
skip commercials completely.
115) A roadblock is an ad that is aired on multiple networks at exactly the same time.
116) The price of a commercial is in part determined by the time of day it is scheduled to air.
117) Participations are commercials that appear in the breaks between programs, which local
affiliates sell to advertisers who want to show their ads locally.
118) The cable television industry gained more than one million subscribers in 2016.
119) Typically, the cost of airing a trailer in a first-run theater is about the same as the cost of
airing a 30-second ad in prime time.
120) Video games offer opportunities for product placement but not for advertising.
121) Out-of-home advertising includes billboards, hot air-balloons, ads on buses, posters on
walls, painted semi-trucks, taxi signs, and skywriting.
122) The outdoor industry uses a pricing system based on the opportunity a person has to see a
particular outdoor board.
123) Consumers are more likely to see transit advertising in an urban environment than in a
suburban or rural environment.
124) An outdoor board with a showing of 85 in a suburban community reaches the same number
of people as an outdoor board with a showing of 85 in an urban community.
125) A banner ad that fails to deliver a high level of response may still be effective in building
brand awareness.
126) Name and describe the three main types of newspaper advertising.
127) Explain four advantages of advertising in magazines.
128) Lion’s Choice restaurant is launching its first national newspaper advertising campaign. The
ads will be placed in over 2,000 local, state, and national newspapers over six weeks. How can
the company use the same advertisement for every newspaper?
129) What advantages do the Yellow Pages bring to consumers and sellers?
130) Why would an advertiser likely have to pay more to place an advertisement on the back
cover of a magazine than on a page in the middle of the same magazine?
131) Haley and Lauren are thinking about advertising in the local newspaper, the Hattiesburg
American, but they don’t have a basic understanding of advertising in newspapers. Provide a
brief overview of the types of advertising in newspapers, noting which would be most
appropriate for them.
132) Haley and Lauren recall learning something in their marketing class about an arrangement
between manufacturers of national brands and local businesses with respect to advertising. Name
and describe this arrangement.
133) Haley and Lauren want to hold a special event for the USM college women to get them into
their store. Would advertising in the local newspaper be a good advertising medium to make
them aware of the special event? Why or why not?
134) Haley and Lauren are trying to figure out how many people will see their newspaper
advertisements. They saw that the Hattiesburg American had very different numbers for
readership and circulation. Why is that?
135) Haley and Lauren want to make sure that customers know how to find their business.
Which medium is most appropriate for providing consumers information on where to purchase
the shoes they are looking for?
136) Explain why Haley and Lauren should consider traditional radio advertising.
137) Name and describe the three major types of radio advertising.
138) Seasons is a new restaurant opening in town, and the owners know they should advertise to
attract customers. Based on what you learned in this chapter, recommend some media options for
this restaurant.
139) Carla works in the student activities office of her university and was given the task of
finding a way to better inform students of upcoming activities and events. It’s a rather large
university with a bi-weekly newspaper and student FM radio station. Give Carla some
suggestions on how she might accomplish this objective.
140) The Secret Gallery is a unique gift and home accessories store that recently opened. The
owners want to advertise their business and are looking for a medium that will allow them to
advertise frequently and at a low cost to women aged 18 to 45. They want to get the audience
curious about the store’s unique offerings and imagining the beautiful items in the store. Based
on this information, recommend the appropriate medium for advertising.
141) Ruth was watching public television and noticed that there were commercial messages. She
always thought that public television was commercial-free. Is that true? Explain your answer.
142) How does on-demand programming differ from interactive television?
143) What are the advantages of advertising through movie trailers?
144) To announce the expansion of a Louis Vuitton flagship store in the center of Hong Kong’s
luxury shopping district, the marketer made a building resemble an LV hard-case canvas trunk,
with brass fittings and a cherry monogram print from the summer collection. The 3D ad is 26
feet high and 151 feet by 59 feet wide. Describe the type of advertising medium this represents
and the advantages of it.
145) How can a marketer plan for and use outdoor advertising for maximum effectiveness?
146) Name and describe the six types of common internet advertising.
147) How can a company increase the click-through response to its banner ads?
148) Jim was looking for information on jet skis because he was interested in buying one. He
went to the internet and “googled” the key words jet skis. Several results were returned, and he
noticed that there were several “sponsored links” to businesses selling jet skis and accessory
items along the top and right side of the search results page. In fact, “Honda Jet Ski Deals” was
in blue along the top, and when Jim clicked on it, it took him to Honda Motorcycle’s website
where he could get more information on Honda jet ski products. Explain the type of marketing
used in this scenario and how it connects a customer to brands.
149) What is User Interface design (UI) and why is it important to the designers of online ads?
150) Explain how over-the-top content is being delivered to former cable customers who have
joined the trend of “cord-cutting.”