Chapter 13 – Support Media
72. (p. 458) Which of the following is an example of a disadvantage of promotional products
marketing?
73. (p. 458) Which of the following statements about audience measurement in promotional
products marketing is true?
Chapter 13 – Support Media
74. (p. 458) Because _____ advertising does not create awareness or demand for products or
services, but rather points consumers toward where their purchases can be made, it is
considered a directional medium.
75. (p. 458) The Yellow Pages are often referred to as a _____ medium because the ads do not
create awareness or demand for products or services rather, once consumers have decided to
buy, the Yellow Pages point them in the direction where their purchases can be made.
Chapter 13 – Support Media
76. (p. 458) Which support medium should be employed if the consumer has already been
provided with information about the service and now requires a directional medium?
77. (p. 458) Yellow Pages advertising is referred to as a directional medium. This means that
Yellow Pages ads:
Chapter 13 – Support Media
78. (p. 459) Which of the following is an advantage associated with Yellow Pages advertising?
79. (p. 459) Which of the following is a disadvantage associated with Yellow Pages advertising?
Chapter 13 – Support Media
80. (p. 459) Which of the following methods are used to measure the impact of Yellow Pages
advertising on sales?
81. (p. 460) Which of the following is an advantage of movie theater advertising?
Chapter 13 – Support Media
82. (p. 461) A disadvantage associated with movie theater advertising is:
83. (p. 461) Which of the following statements best compares the cost per thousand (CPM) for
movie theater advertising with that of other media?
Chapter 13 – Support Media
84. (p. 461) _____ is a form of advertising that blends marketing and entertainment through
television, film, music talent, and technology.
85. (p. 462) The use of Nike shoes in the movie Forest Gump and the appearance of the Marriott
Hotel logo in the movie True Lies are both examples of:
Chapter 13 – Support Media
86. (p. 461) The agreement that Revlon brand cosmetics would pay a fee to have its products
prominently featured in twenty episodes of the soap opera, All My Children, is an example
of:
87. (p. 462) In ____, the product is woven throughout the program or becomes the program
itself.
Chapter 13 – Support Media
88. (p. 462–463) Advertainment, content sponsorship, and ad-supported video on demand are
examples of:
89. (p. 462–463) The creation of video and/or music content by an advertiser in an attempt to
entertain viewers while advertising their products is known as:
Chapter 13 – Support Media
90. (p. 463) _____ are specialized content programs offered through cable TV networks that are
developed by advertisers and provided to the cable operators for free.
91. (p. 464) With which type of advertising medium is source association strongest?
Chapter 13 – Support Media
92. (p. 463) A company promoting its product through product placements in movies would
benefit from:
93. (p. 464) Which of the following statements about product placement advertising is true?
Chapter 13 – Support Media
94. (p. 464) Which of the following is an example of a disadvantage associated with branded
entertainment?
95. (p. 465) Because advertisers have no say over how often and when their products will be
shown, lack of control is cited as a disadvantage of _____ advertising.
Chapter 13 – Support Media
96. (p. 465) How are audience measurements for the effectiveness of product placement
conducted?
97. (p. 466) Guerilla marketing is also known as:
Chapter 13 – Support Media
98. (p. 467) Which of the following is the best example of place-based media?
99. (p. 467) The strategy behind place-based media is to: