Question 1

Which of the following is a disadvantage associated with movie theater advertising?

Accepted Answer

Movie theater advertising can be seen as a disturbance to the audience by interrupting their viewing experience, which may cause irritation or annoyance.

Question 2

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 and .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

The marketer exploited the advantage of demographic segmentation by choosing to advertise their Valentine's Day merchandise in movie theaters screening romantic dramas, which would attract an audience interested in such products.

Question 3

In a movie, the lead actor is shown wearing Zelus running shoes in several scenes.Marketers of Zelus are using the nontraditional support medium of

Accepted Answer

Product placement refers to the nontraditional support medium in which a product (in this case, Zelus running shoes) is featured prominently in a movie or TV show as a form of advertising. This form of marketing allows the product to be seen and noticed by a large audience without being too obvious or intrusive.

Question 4

Because advertisers have no say over how often and when their products will be shown, the lack of control is cited as a disadvantage of

Accepted Answer

The lack of control over frequency and timing of product placements is a disadvantage for advertisers.

Question 5

Which of the following statements best compares the cost per thousand (CPM) for movie theater advertising with that of other media?

Accepted Answer

Movie theater advertising typically has a higher CPM compared to other forms of advertising media due to the small audience reach of the medium. While magazines may have a higher CPM than movie ads for niche publications, in general, movie ads are more expensive per thousand views than most other forms of advertising.

Question 6

With reference to advertising media, _____ create(s) the strongest source association.

Accepted Answer

Product placement creates the strongest source association as it involves placing the product in the content itself, making it a seamless part of the storyline or scene. This creates a more memorable and impactful association with the product for the audience.

Question 7

Whizz Soda, a soft drink manufacturer, created a music video as part of its marketing campaign.The video featured several popular artists from the music industry.When the video was screened on satellite television, viewers could see the Whizz Soda logo prominently visible in the top left corner of the television screen.This video is an example of

Accepted Answer

The video created by Whizz Soda is an example of advertainment because it is a combination of advertising and entertainment. The use of popular artists and the placement of the Whizz Soda logo in the video make it a promotional tool for the soft drink company. However, the video is also meant to entertain viewers, making it an example of advertainment.

Question 8

In _____, a manufactured article is woven throughout a program or becomes the program itself.

Accepted Answer

Product integrations refer to when a manufactured article is woven throughout a program or becomes the program itself, often as a form of advertising.

Question 9

Which of the following is a disadvantage associated with branded entertainment?

Accepted Answer

Branded entertainment often involves high production and placement costs, making it expensive for brands to utilize compared to other forms of advertising.

Question 10

Which of the following statements about product placement advertising is true?

Accepted Answer

Product placement advertising relies heavily on the association viewers make between the featured product and the actors or characters using the product. This association can be particularly strong if the actor is well-known or liked by the audience.

Question 11

Which of the following is true of movie theater advertising?

Accepted Answer

Movie theater advertising has the ability to target specific demographic segments based on the type of movie being shown and the location of the theater. This makes it an effective advertising medium for reaching a specific audience. However, options A, C, D, and E are not necessarily true of movie theater advertising. While it may promote goodwill, there is no inherent advantage to its CPM, it may or may not have a problem of clutter, and it may charge a premium or not depending on the specific theater and advertising package.

Question 12

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

Accepted Answer

Yellow Pages advertising is used to guide potential customers to businesses that offer the products or services they are searching for, making it a directional medium. It is meant to direct buyers to the location where a product can be purchased or the service can be obtained.

Question 13

_____ are specialized content programs offered through cable TV networks that are developed by advertisers and provided to the cable operators for free.

Accepted Answer

The answer of _____ are specialized content programs offered through...

Question 14

Yellow Pages advertising has witnessed a decline because

Accepted Answer

With the rise of technology, consumers have turned towards searching for information online rather than relying on traditional print directories such as Yellow Pages. This has led to a decline in the effectiveness of Yellow Pages advertising.

Question 15

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, which means that there are fewer distractions and therefore a greater chance of the ad being seen and remembered. The other options are incorrect. Absolute and relative costs per exposure are high in movie theater advertising (A). Movie theater ads can offer high emotional attachment to moviegoers (B). Movie theater advertising can provide demographic segmentation (C). CPM in movie theater advertising is higher than that of most other media due to its unique advantages (E).

Question 16

A company promoting its product through product placements in movies would benefit from

Accepted Answer

Product placements in movies have the potential for high exposure as they can reach a large audience with repeated viewings.

Question 17

Technology developed by Clear Channel Outdoor Americas, which has tens of thousands of billboards across the United States, and ____________ allows for tracking the movements of drivers who pass the billboards through their mobile phones.

Accepted Answer

The passage mentions "tracking the movements of drivers who pass the billboards through their mobile phones." This means that the technology is likely using data from mobile phone service providers, and the two options provided in the answer choices are both major providers in the United States. Of the two options, AT&T is the more likely choice, as it has a history of partnering with Clear Channel Outdoor on similar projects.

Question 18

_____ is a nontraditional form of advertising that blends marketing and recreation through television, film, music talent, and technology.

Accepted Answer

Branded entertainment is a marketing strategy that integrates advertising with entertainment to create a memorable and engaging experience for consumers. This type of advertising uses television, movies, music, and technology platforms to showcase branded content in a non-traditional way. Branded entertainment is also called content marketing or advertainment.

Question 19

An agreement that states that Rochelle brand cosmetics would pay a fee to have its products prominently featured in 20 episodes of the soap opera Proclivity is an example of

Accepted Answer

The agreement between Rochelle brand cosmetics and Proclivity soap opera to pay a fee for the prominent feature of its products in 20 episodes is an example of product placement. Product placement is a marketing strategy that involves showing a company's product in a non-traditional advertising way in movies, TV shows, or other media.

Question 20

The creation of video and/or music content by an advertiser in an attempt to engage viewers while advertising its product is known as

Accepted Answer

Advertainment refers to the creation of entertaining and informative content with an implicit or explicit promotion of a product or brand. This type of advertising aims to engage viewers and generate positive associations with the product or brand by creating a memorable experience. Video content that is specifically created to advertise a product or service is often referred to as branded content, while music content that is sponsored by a brand is known as branded music.

Quiz 13: Support Media