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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. Form - task - possession - time - place utility
Functional needs
Opinion leaders
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
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)

2. What are the principles of design?
Reference groups
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
Positively originated (transformational) motives
Finance Allowance

3. Three Approaches to Setting Advertising Schedules
Segmenting
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Classified Advertising
Finance Allowance

4. What are the standard subjects for ad visuals?
Segmenting
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
Rich Media
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

5. 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'
Portfolio Tests
Gross Ratings Points (GRPs)
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Frequency

6. What kinds of ads resonate more?
Lead in paragraphs - interior paragraphs - trial close - and close
Ones with fewer words
Transit Advertising (Bus - taxi - and subway advertising)
Participants in the marketing process

7. What does the layout of an ad consist of?
Theater Tests
Sweepstakes
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

8. What are the types of subheads?
Horizontal cooperative advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Institutional Advertising
kickers - boldface and italics

9. Merchandise offered free or at a significant discount.
Purchase Frequency
STP Marketing (Segmenting - Targeting - Positioning)
Continuous (Steady) Schedule
Premiums

10. Advertising that promotes a specific brand's features and benefits.
Rossiter & Percy's Fundamental Motives
Competitive
Reminder
Media class

11. They use Retail Advertising because retail stores account for so much of the market
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Horizontal cooperative advertising
Local Advertisers
Publicity Tools

12. Content advertising
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Brand interest
Outdoor Advertising (Billboard)

13. Gross rating points =
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
Foreign Media
Reachxfrequency
Comparative

14. 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.
Sweepstakes
Frequently use the word 'you'
audience - ad message itself - communications media - and the product concept
Pulse (Burst) Schedule

15. The percentage of households in a market that are tuned to a particular TV/radio show.
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
Rating
Limited-Service Agency
cognitive dissonance

16. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Continuity
Brand loyalty
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Exchange

17. Changing behavior by inducing anxiety
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
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
Sales Tests
Finance Allowance

18. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Finance Allowance
Sales Tests
Purposes of Marketing research
Comparative

19. Offering the product free or at a greatly reduced price.
Samples
Portfolio Tests
Transit Advertising
Purposes of Marketing research

20. 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
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
Media vehicle
BDI (Brand development index)
Message development - You must create a message that gets into the minds of the consumer and target audience

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

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22. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Continuous (Steady) Schedule
Cooperative
CB - The Consumer Decision Process
Opinion leaders

23. What are the kinds of copy you can have in an ad?
Cooperative
Brand loyalty
Inquiry Tests
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

24. Advertising used to reinforce previous knowledge of a product.
Habits
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Functional needs
Reminder

25. The greater size of an ad illustration...
funny ads - but not always for the right reasons
the more audience attention
Place-Based Media
Publicity Tools

26. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
STP Marketing (Segmenting - Targeting - Positioning)
creating a picture of the concept they want to convey
Advocacy
Product Advertisements

27. Types of audience resonance

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28. 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
cognitive dissonance
Brand interest
Forgetting Rate
Inquiry Tests

29. Transform consumption experience
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
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
Sounds that are familiar

30. Is our acquired mental position regarding some idea or object
Attitudes
Gross Ratings Points (GRPs)
Case Allowance
Participants in the marketing process

31. Studies such as controlled experiments and consumer purchase 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
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
Sales Tests
Theater Tests

32. Define the brand image
Limited-Service Agency
Flighting (Intermittent) Schedule
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

33. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Aided Recall
Product Placement
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
Place-Based Media

34. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Media class
Trade-Oriented Sales Promotions (Trade Promotions)
Coupons
Clearance advertising (a special form of sale advertising)

35. Tests used to test ad alternatives.
Loyalty Programs
Portfolio Tests
Print Media
Merchandise Allowance

36. The number of different people or households exposed to an ad.
Sales Tests
Advocacy
STP Marketing (Segmenting - Targeting - Positioning)
Reach

37. 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.
Attitudes
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Product Advertisements
Perception

38. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Forgetting Rate
Aided Recall
Print Media
Rossiter & Percy's Fundamental Motives

39. Advertisements that tell people what a product is - what it can do - and where it can be found.
International Media
Pioneering
Aided Recall
Recency planning

40. Reach (% of total market) x Frequency
Gross Ratings Points (GRPs)
Frequently use the word 'you'
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Sales Advertising

41. What are the function of headlines?
Attitudes
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Full-Service Agency
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

42. 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.
Frequency
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Ones with fewer words
Attitude Tests

43. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Participants in the marketing process
funny ads - but not always for the right reasons
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Opinion leaders

44. 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
Reach
Horizontal cooperative advertising
Lead in paragraphs - interior paragraphs - trial close - and close
Buyer Turnover

45. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Reach
Transit Advertising (Bus - taxi - and subway advertising)
Rating
Theater Tests

46. Ads that state the position of a company on an issue.
Market research
Theater Tests
Advocacy
Brand interest

47. Value of Promotion
Competitive
kickers - boldface and italics
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

48. Factors of Scheduling Advertising
Gross Ratings Points (GRPs)
Reachxfrequency
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
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

49. Recruit new customers - retain current customers - and regain lost customers
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Finance Allowance
Frequency
Purposes of Marketing research

50. Types of Advertisements
1. Product Advertisements 2. Institutional Advertisements
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Opinion leaders
kickers - boldface and italics