MKT304

2. The strategy behind place-based media is to:

• A. bring the advertising media to the consumer.

• B. use the place element of the marketing mix to impact advertising.

• C. use mobile billboards.

• D. create a media vehicle that leads in its ability to attract and retain consumer attention

• E. provide places that are free of clutter from competition of ads.

95. Promotional products marketing is the more up-to-date name for what used to be called:

• A. aerial marketing.

• B. mobile marketing.

• C. viral marketing.

• D. specialty advertising.

• E. sales promotion

94. The advertisements that are placed above the seats and luggage area in a commuter bus advertising restaurants, TV or radio stations, or a myriad of other products and services are known as:

• A. aerial ads.

• B. in-store ads.

• C. terminal posters.

• D. inside cards.

• E. mobile ads.

93. Which of the following support media provides advertisers with wide coverage of local markets and high levels of frequency?

• A. Outdoor advertising

• B. Mail advertising

• C. Airport advertising

• D. In-store and out-of-store advertising

• E. Newspaper and transit advertising

92. Based on research figures, approximately two-thirds of all consumers' purchase decisions are made while shopping. Given this fact, which of the following media should be most effective in influencing consumer decisions?

• A. Nationally televised ads

• B. In-store media

• C. Local newspaper coupon supplements

• D. Parking meter advertisements

• E. Billboards

91. Which of the following is an example of ambient advertising?

• A. Anne receives a SMS containing an ad that informed her about the ongoing sale at 'Levis'.

• B. Anna views a huge balloon flying in the air which reads 'McDonald's - I'm loving it'.

• C. Alice watches a truck painted with an ad for 'Levis' jeans.

• D. Christa sees a full page ad for 'Covergirl' cosmetics in the 'Beauty in Vogue' magazine.

• E. Jane comes across a small ad like sticker for 'Whisper' sanitary napkins in the restroom of a hotel.

90. Which of the following statements about outdoor advertising is true?

• A. The number of billboards for outdoor advertising has been increasing.

• B. Outdoor advertising does not have a negative image problem as do some other types of advertising.

• C. Outdoor advertising is typically used by national companies like Kraft and IBM.

• D. Outdoor advertising is the only form of advertising that is not regulated by national legislation.

• E. Outdoor advertising is a pervasive medium.

89. The _____ categorizes billboards, street furniture, alternative media, and transit—as well as specific forms of radio as out-of-home or outdoor media.

• A. Traffic Audit Bureau (TAB)

• B. Outdoor Advertising Association of America (OAAA)

• C. Competitive media report

• D. American Public Transportation Association (APTA)

• E. Point of Purchase Advertising Institute

61. . _____ is a state of psychological tension or post-purchase doubt a consumer may experience after making a difficult purchase decision.

• A. Post-purchase evaluation

• B. Self-serving bias

• C. Cognitive dissonance

• D. Conditioned anxiety

• E. Affective response

31 . Which of the following statements is true about creative strategy and execution?

• a. Good creative strategy cannot help a struggling brand regain its former prominence.

• b. A good creative strategy and execution guarantees a brand will exceed its sales objectives

• c. A good creative strategy almost never helps generate sales for a brand.

• d. Companies have no trouble coming up with creative advertising that differentiates their brands from the competition.

• e. Ads that are very creative may not increase sales of a brand.