Question :
71) Interactive television (ITV) allows viewers to see the ad : 1353467
71) Interactive television (ITV) allows viewers to see the ad in its entirety by pressing a remote button; to order products from home-shopping channels; or choose different camera angles, such as in sports events. Comments by James Pennefather, brand manager for Smirnoff, UK, based on comparison of traditional TV ads to ITV features included all of the following except:
A) “it allows viewers to interact with programming.”
B) “it is a lot more unproven.”
C) “it needs further testing.”
D) “it is a calculated risk.”
E) “it may or may not succeed.”
72) Traditional support media include:
A) indoor posters.
B) billboards.
C) newspapers.
D) magazines.
E) catalogs.
73) A ban on billboards in Brazil meant they have to come down, and in addition, transit ads on buses and taxis were not allowed. Denied access to traditional outdoor advertising, companies devised a number of alternative ways to communicate with prospective customers. These ways included all of the following except:
A) Citibank used the color blue in much of its advertising.
B) ads were placed indoors in elevators.
C) ads were placed in rest rooms and other indoor traffic areas.
D) ads were placed on buses.
E) ads were placed using social media or online channels.
74) Worldwide spending on outdoor advertising amounts to about ________ of total ad spending.
A) 1%
B) 2%
C) 4%
D) 6%
E) 10%
75) Chinese authorities ratified the WHO’s Framework Convention on Tobacco Controls; which means:
A) Chinese TV can show tobacco ads only after midnight.
B) tobacco companies cannot show ads on TV but can sponsor sports events.
C) all forms of tobacco promotion and sponsorships will be phased out by the year 2010.
D) tobacco companies can use sponsorships of health and sporting events.
E) tobacco companies can sponsor China’s national soccer tournament after the year 2010.
76) Product placement has reached the world of live theater and opera. The difference between product placement and other forms of promotion is:
A) ethical concerns are not taken into account.
B) viewers are being marketed to subliminally without their consent.
C) products are focused showing different angles.
D) prominent personalities add a message about the product.
E) sponsors are recognized for their contribution.
77) In fall 2002, a new Broadway production of Puccini’s La Boheme was set in Paris circa 1957. The stage set included billboards for luxury pen maker Montblanc and Piper-Heidsieck champagne. This is an example of:
A) consumer sales promotion.
B) sampling.
C) product placement.
D) trade sales promotion.
E) global awareness.
78) Celeste Atkinson is a lifestyle and entertainment manager for Audi, and her job is to create buzz by ensuring that vehicles such as the Audi A8L and the S8 sports sedan figure in paparazzi photos. This is referred to as:
A) lifestyle placement.
B) blockbuster placement.
C) promotion placement.
D) product placement.
E) photo placement.
79) The effective integration of products and brands with entertainment can be seen on the TV hit American Idol. This type of trend is referred to as:
A) advertising age.
B) traditional advertising.
C) global advertising.
D) branded entertainment.
E) image entertainment.
80) Dietrich Mateschitz, Red Bull’s creator, stated “When we first started, we said that there is not an existing market for Red Bull.” The reasons behind Red Bull’s success include all of the following except:
A) a market was created for Red Bull.
B) a market segment was found with unmet needs.
C) the blue-and-silver color on cans helped in Red Bull’s popularity.
D) orthodox advertising strategies were used with tactics.
E) The Red Bulletin magazine helped in Red Bull’s popularity.
