Test your basic knowledge |

Advertising

Instructions:

Answer 50 questions in 15 minutes.
If you are not ready to take this test, you can study here.
Match each statement with the correct term.
Don't refresh. All questions and answers are randomly picked and ordered every time you load a test.

This is a study tool. The 3 wrong answers for each question are randomly chosen from answers to other questions. So, you might find at times the answers obvious, but you will see it re-enforces your understanding as you take the test each time.

1. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Inquiry Tests
Digital Interactive Media
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Participants in the marketing process

2. Gathering - recording - and analyzing new information to help managers make marketing decisions
Cooperative
Reach
Marketing research
Jury Tests

3. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
1. Coupons 2. Deals 3. Premiums 4. Contests 5. Sweepstakes 6. Samples 7. Loyalty Programs 8. Point-of-Purchase Displays 9. Rebates 10. Product Placement
Method: Unique selling proposition - Forms a competitive advantage - attempt to get consumer to think but not THAT much - more complex - it gives you a reason to buy
attract attention - engage the audience - explain the visual - lead the audience into the body of the ad - introduce the brand and present the selling message
Point-of-Purchase Displays

4. Gross rating points =
Nonpersonal influences on consumer behavior
CPM
Reachxfrequency
Method: Unique selling proposition - Forms a competitive advantage - attempt to get consumer to think but not THAT much - more complex - it gives you a reason to buy

5. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Product Advertisements
Media vehicle
CPM
Sales Advertising

6. Situate the brand socially
Methods: Put it in everyday context - or branded entertainment - emphasizes that objects have social meaning - advertisers know this so they try to put the product in a socially desirable context
Interpersonal influences on consumer behavior
Frequently use the word 'you'
Portfolio Tests

7. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
Point-of-Purchase Displays
Integrated Marketing Communications
Comparative

8. Placing items on sale and offering two-for-one specials of other deals
Case Allowance
Portfolio Tests
Sales Advertising
1. Coupons 2. Deals 3. Premiums 4. Contests 5. Sweepstakes 6. Samples 7. Loyalty Programs 8. Point-of-Purchase Displays 9. Rebates 10. Product Placement

9. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Pioneering Institutional
Print Media
attract attention - engage the audience - explain the visual - lead the audience into the body of the ad - introduce the brand and present the selling message
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

10. The more frequently a product is purchased - the less repetition is required.
Perception
Vertical cooperative advertising
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Purchase Frequency

11. People we try to emulate or whose approval concerns us
Cooperative Advertising
Trade-Oriented Sales Promotions (Trade Promotions)
Pulse (Burst) Schedule
Reference groups

12. Where is the advertising and brand battle won or lost?
Message development - You must create a message that gets into the minds of the consumer and target audience
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Limited-Service Agency

13. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Institutional Advertisements
Local Advertisers
Print Media
Gross Ratings Points (GRPs)

14. Ads used for announcements about what a company is - what it can do - and where it is located.
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Merchandise Allowance
Pioneering Institutional

15. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Product Placement
Sales Advertising
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Point-of-Purchase Displays

16. What are the function of headlines?
Product Advertisements
Continuity
Continuous (Steady) Schedule
attract attention - engage the audience - explain the visual - lead the audience into the body of the ad - introduce the brand and present the selling message

17. What are the standard subjects for ad visuals?
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Perception
1) the package containing the product 2) the product itself 3) the product in use 4) how to use the product 5) product features 6) comparison 7) user benefit 8) humor 9) testimonial 10) negative appeal
Direct Mail Advertising

18. Refers to the total number of different people or households exposed - at least once - to a medium in a certain amount of time - and effective reach is the quality of that exposure
Market research
Pretests
Reach
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

19. Ads that simply bring the company's name to the attention of its target market again.
Recency planning
Electronic Media
Sounds that are familiar
Reminder Institutional

20. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Coupons
Sweepstakes
Limited-Service Agency
Post-Tests

21. Sales promotions that require participants to submit some kind of entry but are purely games of chance requiring no analytical or creative effort by the consumer.
Make the consumers like the brand - appeal more to feelings - 'soft sell' tend to be preferred by creatives - usually includes a feel-good ad - humor - or sex appeal
Lead in paragraphs - interior paragraphs - trial close - and close
Contests
Sweepstakes

22. Factors of Scheduling Advertising
Foreign Media
Allowances and Discounts
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Consumer-Oriented Sales Promotions (Consumer Promotions)

23. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
1. Product Advertisements 2. Institutional Advertisements
Ad research
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

24. Studies such as controlled experiments and consumer purchase tests.
Reference groups
Sales Tests
Attitudes
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces

25. Approaches to Post-Testing
Outdoor Advertising (Billboard)
Positively originated (transformational) motives
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Attitudes

26. What are the types of headlines?
Gross Ratings Points (GRPs)
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Balance: formal and informal - Unity-harmony among components - Proportion-size and tonal relationships - Emphasis:what is the major component - Sequence/order: how we direct the readers gaze
Coupons

27. Forms of Institutional Advertisements
Inquiry Tests
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Make the consumers like the brand - appeal more to feelings - 'soft sell' tend to be preferred by creatives - usually includes a feel-good ad - humor - or sex appeal
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

28. Allow the audience to participate actively & immediately
Local Advertisers
Digital Interactive Media
Method: transformational ads - creation of brand feeling - image and mood are activated when consumer uses product or service - transforms interpretation of consumption experience--focuses on more more more
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

29. Affective Association

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

30. Some methods for scheduling media
Outdoor Advertising (Billboard)
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Integrated Marketing Communications
Reminder

31. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Outdoor Advertising (Billboard)
Habits
fear appeal ads - powerful emotion - focuses on risks - harm - or negative consequences - must be plausible to be effective - hard to use - must offer a relief to the fear (which would be the product)
Continuous (Steady) Schedule

32. A positive bonus is promised rather than the removal or reduction of some negative situation. The 3 positively originated motives- sensory gratification - intellectual stimulation - & social approval
Positively originated (transformational) motives
Cooperative
Reach
Media class

33. Customer's perception of product/service; sometimes advertisers need to change those perceptions. As well as seller's perception of customer's needs - wants - objectives.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Perception
Media class
Attitude Tests

34. The moment someone recognizes a need or want that might be satisfied by. 1.Need Recognition 2.Search Information and Alternative Evaluation 3. Purchase 4.Post-purchase use and evaluation
CB - The Consumer Decision Process
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Rating
Transit Advertising (Bus - taxi - and subway advertising)

35. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Product Advertising
Buyer Turnover
fear appeal ads - powerful emotion - focuses on risks - harm - or negative consequences - must be plausible to be effective - hard to use - must offer a relief to the fear (which would be the product)

36. Markets are segmented - products are positioned
Classified Advertising
Media vehicle
Place-Based Media
Segmenting

37. The greater size of an ad illustration...
Purchase Frequency
Publicity Tools
Reminder Institutional
the more audience attention

38. Respondents are asked questions to measure changes in their attitudes after an ad campaign - such as whether they have a more favorable attitude toward the product advertised.
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Negatively originated (informational) motives
Attitude Tests
Nonpersonal influences on consumer behavior

39. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Segmenting
Product Advertisements
Loyalty Programs
Brand loyalty

40. Information gathered about a particular market or market segment
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Horizontal cooperative advertising
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Market research

41. Persuade the customer
Frequency
Portfolio Tests
Aided Recall
Methods: reason why/hard sell approach - create logical arguments - assumes actively engaged consumer - potential for consumer counter argument - involves demonstration - comparison and testimonials - informercials have a bad reputation - not he

42. Scare the consumer into action
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
International Media
Negatively originated (informational) motives
fear appeal ads - powerful emotion - focuses on risks - harm - or negative consequences - must be plausible to be effective - hard to use - must offer a relief to the fear (which would be the product)

43. Ads promoting the advantages of one product class over another product class and are used in markets where different product classes compete for the same buyers.
Competitive
Sales Tests
Competitive Institutional
Opinion leaders

44. Of radio & tv used to be called broadcast media; but with advent of cable TV - many programs are now transmitted electronically though wires rather than broadcast through the air
Methods: reason why/hard sell approach - create logical arguments - assumes actively engaged consumer - potential for consumer counter argument - involves demonstration - comparison and testimonials - informercials have a bad reputation - not he
Post-Tests
Electronic Media
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

45. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Product Placement
Purposes of Marketing research
Publicity Tools
Classified Advertising

46. Types of audience resonance

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

47. Cost of media buy/targeted audienceX1 - 000
BDI (Brand development index)
bleed pages - inserts - covers - front - inside front - inside back - and outside back
CPM-TM
Media class

48. How often new buyers enter the market to buy the product.
funny ads - but not always for the right reasons
Advocacy
Buyer Turnover
Interpersonal influences on consumer behavior

49. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Brand loyalty
Outdoor Advertising (Billboard)
Unaided Recall
Continuous (Steady) Schedule

50. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Trade-Oriented Sales Promotions (Trade Promotions)
Product Placement
Consumer-Oriented Sales Promotions (Consumer Promotions)
Merchandise Allowance