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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. Family - society - reference groups - opinion leaders
Interpersonal influences on consumer behavior
Pioneering Institutional
Buyer Turnover
Unaided Recall

2. The most common energizers of consumer behavior - such as a problem removal or problem avoidance. The consumer actively seeks information to reduce the mental state
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Media class
Negatively originated (informational) motives
Attitude Tests

3. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Nonpersonal influences on consumer behavior
International Media
Print Media
Flighting (Intermittent) Schedule

4. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
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
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Comparative

5. Showing the ad copy to a panel of consumers and having them rate how they liked it - how much it drew their attention - and how attractive they thought it was.
Sales Tests
Segmenting
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
Jury Tests

6. What does the layout of an ad consist of?
Unaided Recall
Publicity Tools
Sounds that are familiar
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

7. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Permission-Based Advertising
Habits
Loyalty Programs
Vertical cooperative advertising

8. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Print Media
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
Horizontal cooperative advertising
Vertical cooperative advertising

9. 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
Loyalty Programs
Attitudes
Post-Tests
CB - The Consumer Decision Process

10. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Reminder
Contests
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
Merchandise Allowance

11. Tests used to test ad alternatives.
Purposes of Marketing research
Portfolio Tests
Marketing research
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

12. Transform consumption experience
Brand loyalty
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
Rossiter & Percy's Fundamental Motives
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

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

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14. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Classified Advertising
Habits
Institutional Advertising
Sales Tests

15. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
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
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Direct Mail Advertising
Allowances and Discounts

16. The average number of times a person in the target audience is exposed to an ad.
Message development - You must create a message that gets into the minds of the consumer and target audience
Institutional Advertisements
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Frequency

17. Influencing the brand choice of consumers who are 'ready to buy'
Place-Based Media
STP Marketing (Segmenting - Targeting - Positioning)
Recency planning
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)

18. Recruit new customers - retain current customers - and regain lost customers
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Purposes of Marketing research
Marketing research
Trade-Oriented Sales Promotions (Trade Promotions)

19. Duration of an advertising message or campaign over a given period of time - sustains memory
Outdoor Advertising (Billboard)
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Portfolio Tests
Continuity

20. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Functions of Marketing research
In-House Agencies
Publicity Tools

21. Simply the percentage of homes exposed to an advertising media
In-House Agencies
CB - The Consumer Decision Process
Rating
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

22. Ads in magazines can be strategically placed in these places...
Permission-Based Advertising
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
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
bleed pages - inserts - covers - front - inside front - inside back - and outside back

23. Types of audience resonance

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24. Advertising that promotes a specific brand's features and benefits.
Competitive
Ones with fewer words
Positively originated (transformational) motives
Regular price-line advertising

25. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Product Placement
Inquiry Tests
Integrated Marketing Communications
Advocacy

26. Measures the intensity of a media schedule - based on repeated exposures to the medium (important for memory) - effective frequency is considered somewhere between 'awareness' and 'overexposure'
Frequency
funny ads - but not always for the right reasons
Foreign 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

27. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Post-Tests
Brand loyalty
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Frequency

28. Offers the return of money based on proof of purchase.
Sweepstakes
Product Placement
Continuity
Rebates

29. Is an individual's openness or curiosity about a brand
Classified Advertising
Brand interest
funny ads - but not always for the right reasons
Institutional Advertising

30. Affective Association

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31. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Ad research
Jury Tests
STP Marketing (Segmenting - Targeting - Positioning)
Message development - You must create a message that gets into the minds of the consumer and target audience

32. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Reminder Institutional
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
Sweepstakes
Full-Service Agency

33. What are the function of headlines?
Sweepstakes
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
Brand loyalty
Contests

34. Markets are segmented - products are positioned
Cooperative Advertising
Cooperative
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)
Segmenting

35. 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
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Electronic Media
Limited-Service Agency
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

36. What are the types of subheads?
Continuous (Steady) Schedule
kickers - boldface and italics
Nonpersonal influences on consumer behavior
Pioneering Institutional

37. Joining together in a consistent manner everything that communicates with customers
Integrated Marketing Communications
Consumer-Oriented Sales Promotions (Consumer Promotions)
cognitive dissonance
Reference groups

38. Time - place of sale - environment
Deals
Nonpersonal influences on consumer behavior
International Media
CPM

39. What are the kinds of copy you can have in an ad?
Merchandise Allowance
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Case Allowance

40. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Frequency
Opinion leaders
Coupons
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)

41. Addition product information - product samples - or premiums are offered to an ad's readers or viewers. Ads generating the most inquiries are presumed to be the most effective.
Inquiry Tests
Trade-Oriented Sales Promotions (Trade Promotions)
Sales Tests
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

42. Forms of Institutional Advertisements
Reminder Institutional
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Publicity Tools
Ones with fewer words

43. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Deals
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
Message development - You must create a message that gets into the minds of the consumer and target audience
Digital Interactive Media

44. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Habits
Continuous (Steady) Schedule
Electronic Media
Point-of-Purchase Displays

45. Common Advertising Appeals
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
CB - The Consumer Decision Process
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
thumbnails - roughs - dummies - comprehensives (elaborate draft)

46. Gross rating points =
Exchange
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Flighting (Intermittent) Schedule
Reachxfrequency

47. Form - task - possession - time - place utility
Functional needs
Competitive
Consumer-Oriented Sales Promotions (Consumer Promotions)
Sounds that are familiar

48. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.

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49. Link key attributes to the brand name
Allowances and Discounts
Premiums
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
Coupons

50. Is our acquired mental position regarding some idea or object
Place-Based Media
Product Advertising
Attitudes
Habits