Chapter 13 – Support Media
1. (p. 446) Support media cannot be used as a sole medium for advertising.
2. (p. 446) Support media is also known as measured media because it is easy to measure.
Chapter 13 – Support Media
3. (p. 448) Outdoor advertising is one of the newest methods of advertising that has developed
with the development of new technology.
4. (p. 448) One of the major disadvantages of outdoor advertising is its lack of persuasiveness.
Chapter 13 – Support Media
5. (p. 449) Ambient advertising often uses digital technology to send its messages.
6. (p. 449) Aerial advertising is very expensive in terms of absolute costs especially when
employed to reach specific target markets.
Chapter 13 – Support Media
7. (p. 450) The costs of mobile billboards depend on the area and the mobile board company’s
fees.
8. (p. 450–451) Mobile billboard ads enjoy high levels of recall and readership, leading to
increased sales.
9. (p. 451) Addy saw the ad for ‘Maggi noodles’ in the aisle of the grocery store which urged him
to buy the product. It can be said that ‘Maggi’ used in-store media to advertise its product.
Chapter 13 – Support Media
10. (p. 451–452) Increase in the number of women in the workforce has led to the increased
popularity of transit media.
11. (p. 452) One of the disadvantages of transit cards is that they can be depressing and
intrusive.
Chapter 13 – Support Media
12. (p. 454) The average cost per thousand (CPM) of outdoor ads is greater than that of radio and
magazines ads.
13. (p. 454) Because of the high frequency of exposures, outdoor may lead to a quick wearout.
14. (p. 454) Transit advertising is not very suitable in rural and suburban areas where mass
transit is limited.
Chapter 13 – Support Media
15. (p. 456) Advertising specialities are always distributed free of charge to the recipients.
16. (p. 456) Nelson receives a beautiful pen and a calendar from a company of which he has
been an old customer. The calendar and the pen could be termed as advertising specialty.
17. (p. 456) Promotional products marketing is employed by both small as well as large
companies.
Chapter 13 – Support Media
18. (p. 456) Specialty advertising enjoys high levels of retention.
19. (p. 446) Ads have been placed on the back of envelopes that contain airplane tickets and on
banners pulled by planes that are flown over sports arenas. Both of these are examples of:
Chapter 13 – Support Media
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20. (p. 446) _____ media are used to reach those people in the target market the primary media
may not have effectively reached and to reinforce, or support, their messages.
21. (p. 446) Media used to reinforce communications messages that may have been received
from other forms of advertising are called:
Chapter 13 – Support Media
22. (p. 446) Another name for alternative media is:
23. (p. 446) Support media can be broadly divided into:
Chapter 13 – Support Media
24. (p. 447) _____ media includes billboards, street furniture, alternative media, and transit—as
well as specific forms of radio.
25. (p. 447) The _____ categorizes billboards, street furniture, alternative media, and transit—as
well as specific forms of radio as out-of-home or outdoor media.
Chapter 13 – Support Media
26. (p. 447) Of all out-of-home media, _____ advertising enjoys the highest gross billings and
the largest percentage of the market.
27. (p. 448) Which of the following statements about outdoor advertising is true?
Chapter 13 – Support Media
28. (p. 448–449) Which of the following pieces of federal legislation had the greatest impact on
outdoor advertising?
29. (p. 448) A major reason for the continued success of outdoor advertising is:
Chapter 13 – Support Media
30. (p. 449) Which of the following is an example of ambient advertising?
31. (p. 449) Video advertising, digital billboards, and ambient advertising are forms of:
Chapter 13 – Support Media
32. (p. 449) Digital outdoor media takes three forms. They are video advertising networks,
ambient advertising and:
33. (p. 449) _____ include digital video screens that appear in offices, stores, theaters, inside
transit networks, and entertainment venues such as health clubs, sporting arenas, bars, and
restaurants.
Chapter 13 – Support Media
34. (p. 449) _____ are screens which transmit in LED (light emitting diodes) or LCD (liquid
crystal display) technologies.
35. (p. 449) _____ include(s) smaller signs that appear in restrooms, stairs, personal vehicles,
and on specialty items.
Chapter 13 – Support Media
36. (p. 449) Airplanes pulling banners, skywriting, and blimps all constitute:
37. (p. 449) Which of the following statements is true about aerial advertising?
Chapter 13 – Support Media
38. (p. 449) Which of the following statements about aerial advertising is true?
39. (p. 449) Which of the following is an example of an aerial ad?
Chapter 13 – Support Media
40. (p. 450) Ads on small billboards that are mounted on trailers and driven around or parked in
the geographic areas being targeted are known as:
41. (p. 450) The cost of mobile billboards depend on:
Chapter 13 – Support Media
42. (p. 450) A City of Macon public transit system bus painted to look like a large moving loaf
of Wonder Bread is an example of:
43. (p. 451) Aisle displays, store leaflets, shopping cart signage, and in-store TV are examples of
_____ media.