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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. Advertising showing one brand's strengths relative to its competitors.
Comparative
Advocacy
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Reachxfrequency

2. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Vertical cooperative advertising
Advocacy
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Digital Interactive Media

3. They use Retail Advertising because retail stores account for so much of the market
Aided Recall
Inquiry Tests
Local Advertisers
Pioneering

4. Reimbursing a retailer for extra in-store support or special featuring of the brand.
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
Habits
Merchandise Allowance
Reminder

5. 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.
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Buyer Turnover
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Perception

6. Approaches to Post-Testing
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Limited-Service Agency
Reminder Institutional
Merchandise Allowance

7. The feelings of doubt and concern after a purchase is made. dissonance increases when: (1) the purchase price is high (2) there are many close alternatives (3) the item is intangible (4) the purchase is important (5) the item purchased lasts a long
Coupons
Perception
Ones with fewer words
cognitive dissonance

8. Advertising used to reinforce previous knowledge of a product.
provide in depth coverage of local issues - increase coverage of national and international issues - provide follow up reports - local source of consumer information - becomes more mainstream
Reminder
Post-Tests
STP Marketing (Segmenting - Targeting - Positioning)

9. Simply the percentage of homes exposed to an advertising media
Product Advertisements
Interpersonal influences on consumer behavior
Habits
Rating

10. Three Common Trade-Oriented Sales Promotions (Trade Promotions)

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11. 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.
Market research
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Outdoor Advertising (Billboard)
Sweepstakes

12. Where viewers agree to watch a commercial online in exchange for points - samples - or access to premium content - and advertisers only pay for completed views.
Permission-Based Advertising
Transit Advertising
Rating
Brand interest

13. What is the best way to grab attention in an ad?

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14. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Theater Tests
Trade-Oriented Sales Promotions (Trade Promotions)
Consumer-Oriented Sales Promotions (Consumer Promotions)
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

15. The more frequently a product is purchased - the less repetition is required.
Print Media
Functions of Marketing research
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Purchase Frequency

16. Gross rating points =
Cooperative Advertising
Reachxfrequency
Frequency
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

17. Tests used to test ad alternatives.
Inquiry Tests
Contests
Point-of-Purchase Displays
Portfolio Tests

18. Allow the audience to participate actively & immediately
Exchange
audience - ad message itself - communications media - and the product concept
Gross Ratings Points (GRPs)
Digital Interactive Media

19. Types of Advertisements
1. Product Advertisements 2. Institutional Advertisements
Rich Media
Pulse (Burst) Schedule
Integrated Marketing Communications

20. Studies such as controlled experiments and consumer purchase tests.
Outdoor Advertising (Billboard)
Ad research
Sales Tests
Jury Tests

21. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Theater Tests
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
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
Allowances and Discounts

22. 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
Product Advertisements
Regular price-line advertising
Samples

23. Informs consumers about services or merchandise offered at regular prices
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
Sales Advertising
Transit Advertising (Bus - taxi - and subway advertising)
Regular price-line advertising

24. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Cooperative
Regular price-line advertising
Vertical cooperative advertising
Opinion leaders

25. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Reach
Print Media
Attitude Tests

26. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Permission-Based Advertising
Coupons
Portfolio Tests
Contests

27. Forms of Institutional Advertisements
the more audience attention
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Ad research
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

28. Reach (% of total market) x Frequency
Gross Ratings Points (GRPs)
Forgetting Rate
Sales Advertising
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

29. Promotes a specific product or service and stimulates short term action while building awareness of the business
Product Advertising
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Rich Media
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

30. Transform consumption experience
Case Allowance
Functions of Marketing research
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
Methods: anxiety and social anxiety ads - present clear and present danger - demonstrate that the only way to avoid this social danger is to buy this product - while it is one of the most effective methods - there are often ethical issues

31. Firms in the same business (real-estate agents - insurance agents - pharmacies - car dealers - or travel agents) or in the same part of town advertise jointly
Lead in paragraphs - interior paragraphs - trial close - and close
cognitive dissonance
Finance Allowance
Horizontal cooperative advertising

32. Factors of Scheduling Advertising
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Brand loyalty
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Methods: anxiety and social anxiety ads - present clear and present danger - demonstrate that the only way to avoid this social danger is to buy this product - while it is one of the most effective methods - there are often ethical issues

33. Party Responsible for Carrying Out Advertising Program
Sales Advertising
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Pulse (Burst) Schedule

34. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Direct Mail Advertising
Post-Tests
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
Institutional Advertising

35. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Institutional Advertisements
Maslow's hierarchy of needs theory of motivation based on unmet human needs
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
Contests

36. Time - place of sale - environment
1. Product Advertisements 2. Institutional Advertisements
Nonpersonal influences on consumer behavior
Direct Mail Advertising
the more audience attention

37. 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.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Competitive Institutional
Participants in the marketing process
Flighting (Intermittent) Schedule

38. Visualization/conceptualization
Theater Tests
Frequently use the word 'you'
Case Allowance
creating a picture of the concept they want to convey

39. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
CPM
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
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
Continuous (Steady) Schedule

40. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Gross Ratings Points (GRPs)
Regular price-line advertising
1. Product Advertisements 2. Institutional Advertisements
Theater Tests

41. What are the standard subjects for ad visuals?
Continuous (Steady) Schedule
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
Classified Advertising

42. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Post-Tests
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
Reach
Aided Recall

43. Ads that state the position of a company on an issue.
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
Transit Advertising (Bus - taxi - and subway advertising)
Advocacy
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

44. Affective Association

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45. Form - task - possession - time - place utility
cognitive dissonance
Functional needs
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Transit Advertising

46. Advertising that promotes a specific brand's features and benefits.
Rating
Competitive
Jury Tests
Ones with fewer words

47. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
Comparative
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Interpersonal influences on consumer behavior

48. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Unaided Recall
Brand loyalty
Product Placement

49. Offering the product free or at a greatly reduced price.
Samples
CB - The Consumer Decision Process
Vertical cooperative advertising
Purchase Frequency

50. Is the products ability to satisfy both functional needs & symbolic wants
Media class
Utility
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)
Loyalty Programs