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Advertising

Instructions:

Answer 50 questions in 15 minutes.
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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. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Cooperative
Frequently use the word 'you'

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

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

4. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Reminder
Flighting (Intermittent) Schedule
Continuity
Unaided Recall

5. Form - task - possession - time - place utility
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Pulse (Burst) Schedule
Product Advertisements
Functional needs

6. Ads on the interior and exterior of busses - subways - and taxis.
Functions of Marketing research
Limited-Service Agency
Rating
Transit Advertising

7. Studies such as controlled experiments and consumer purchase tests.
Sales Tests
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
funny ads - but not always for the right reasons
Sales Advertising

8. What are the types of Formatting the Body Copy?
Gross Ratings Points (GRPs)
Competitive
Lead in paragraphs - interior paragraphs - trial close - and close
Horizontal cooperative advertising

9. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Positively originated (transformational) motives
Segmenting
Place-Based Media
Post-Tests

10. 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
STP Marketing (Segmenting - Targeting - Positioning)
Deals
Market research
Electronic Media

11. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
Purchase Frequency
Regular price-line advertising
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

12. Forms of Institutional Advertisements
CPM-TM
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Positively originated (transformational) motives
Finance Allowance

13. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Direct Mail Advertising
Message development - You must create a message that gets into the minds of the consumer and target audience
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
Competitive Institutional

14. Ads that state the position of a company on an issue.
Electronic Media
Purchase Frequency
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Advocacy

15. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Transit Advertising
Contests
Ad research
1. Product Advertisements 2. Institutional Advertisements

16. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Vertical cooperative advertising
Foreign Media
Pretests
Sales Tests

17. Family - society - reference groups - opinion leaders
Interpersonal influences on consumer behavior
Pioneering Institutional
Functions of Marketing research
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

18. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Institutional Advertisements
Continuity
1. Product Advertisements 2. Institutional Advertisements
Case Allowance

19. Time - place of sale - environment
Nonpersonal influences on consumer behavior
Frequency
Reach
bleed pages - inserts - covers - front - inside front - inside back - and outside back

20. Factors of Scheduling Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Pretests
Limited-Service Agency
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

21. What are the function of headlines?
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
Premiums
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

22. Scare the consumer into action
Sales Advertising
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)
Print Media
Premiums

23. Offering the product free or at a greatly reduced price.
Marketing research
Jury Tests
Samples
Flighting (Intermittent) Schedule

24. Content advertising
Institutional Advertising
Brand loyalty
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Ad research

25. Common Advertising Appeals
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Pretests
Functions of Marketing research

26. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Regular price-line advertising
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Contests

27. Forms of Product Advertising
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Reach
Rating

28. From basic physiological needs to safety - social - and esteem needs to self-actualization needs

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29. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Consumer-Oriented Sales Promotions (Consumer Promotions)
cognitive dissonance
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
In-House Agencies

30. What are the positives to newspapers as a form of mass media?
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
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
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
Buyer Turnover

31. The more frequently a product is purchased - the less repetition is required.
International Media
Frequently use the word 'you'
Finance Allowance
Purchase Frequency

32. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Market research
Sales Advertising
Transit Advertising (Bus - taxi - and subway advertising)
Integrated Marketing Communications

33. The number of different people or households exposed to an ad.
1. Product Advertisements 2. Institutional Advertisements
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
Competitive
Reach

34. Indicates the sales potential of a particular brand in a specific market area = percent of the brand's total U.S sales in the area/Percent of total U.S population in the areaX100
Sales Tests
BDI (Brand development index)
Cost per Thousand (CPM)
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

35. Ads used for announcements about what a company is - what it can do - and where it is located.
Participants in the marketing process
Pioneering Institutional
Ad research
Segmenting

36. In the newspaper for many reasons: to locate and recruit new employees - offer services (such as those of an employment agency or business opportunity broker) - or sell or lease merchandise (such as cars - real estate - and office equipment)
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
Product Advertisements
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Classified Advertising

37. Some methods for scheduling media
Print Media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Direct Mail Advertising
STP Marketing (Segmenting - Targeting - Positioning)

38. Specializes in one aspect of the advertising process such as creative services to develop the advertising copy - buying previously un-purchased media - or providing internet services.
Gross Ratings Points (GRPs)
Limited-Service Agency
Positively originated (transformational) motives
Maslow's hierarchy of needs theory of motivation based on unmet human needs

39. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Institutional Advertising
Ad research
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

40. The average number of times a person in the target audience is exposed to an ad.
Transit Advertising
Electronic Media
Point-of-Purchase Displays
Frequency

41. What are the kinds of copy you can have in an ad?
Media class
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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
CPM-TM

42. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Point-of-Purchase Displays
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Participants in the marketing process

43. Define the brand image
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
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
Reminder Institutional
Samples

44. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Finance Allowance
Rebates
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Merchandise Allowance

45. Three Common Discounts and Allowances
Point-of-Purchase Displays
Purchase Frequency
Habits
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

46. 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
Electronic Media
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Portfolio Tests

47. Is an individual's openness or curiosity about a brand
Brand interest
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Pulse (Burst) Schedule
Regular price-line advertising

48. Ads in magazines can be strategically placed in these places...
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
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Maslow's hierarchy of needs theory of motivation based on unmet human needs

49. Information gathered about a particular market or market segment
Sweepstakes
Market research
Clearance advertising (a special form of sale advertising)
Inquiry Tests

50. Allow the audience to participate actively & immediately
Clearance advertising (a special form of sale advertising)
Digital Interactive Media
Integrated Marketing Communications
Reach