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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. Visualization/conceptualization
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
Functions of Marketing research
creating a picture of the concept they want to convey
Gross Ratings Points (GRPs)

2. Offering the product free or at a greatly reduced price.
Product Placement
Rebates
Samples
Rossiter & Percy's Fundamental Motives

3. Is our acquired mental position regarding some idea or object
Attitudes
Aided Recall
CPM
Brand interest

4. Common Advertising Appeals
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Brand interest
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
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. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
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
International Media
Continuous (Steady) Schedule
Brand loyalty

6. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Inquiry Tests
Samples
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
Negatively originated (informational) motives

7. Joining together in a consistent manner everything that communicates with customers
Product 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
Integrated Marketing Communications
Aided Recall

8. How often new buyers enter the market to buy the product.
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
Buyer Turnover
Allowances and Discounts

9. Persuade the customer
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
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
kickers - boldface and italics
Lead in paragraphs - interior paragraphs - trial close - and close

10. What does the layout of an ad consist of?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
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
Publicity Tools
Market research

11. Allow the audience to participate actively & immediately
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Portfolio Tests
Digital Interactive Media
Product Placement

12. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
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
Pioneering Institutional
Rating

13. Interactive online advertising.
Reminder
Rich Media
Cooperative
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

14. 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.
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Transit Advertising
Attitude Tests
Cooperative

15. Where is the advertising and brand battle won or lost?
Cost per Thousand (CPM)
Market research
Habits
Message development - You must create a message that gets into the minds of the consumer and target audience

16. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Case Allowance
Participants in the marketing process
cognitive dissonance
Trade-Oriented Sales Promotions (Trade Promotions)

17. What kinds of ads resonate more?
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Digital Interactive Media
funny ads - but not always for the right reasons
Ones with fewer words

18. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
audience - ad message itself - communications media - and the product concept
cognitive dissonance
Forgetting Rate
Cooperative Advertising

19. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Pulse (Burst) Schedule
Theater Tests
Attitude Tests
Finance Allowance

20. Approaches to Post-Testing
Point-of-Purchase Displays
Theater Tests
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Finance Allowance

21. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
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
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
Publicity Tools
bleed pages - inserts - covers - front - inside front - inside back - and outside back

22. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Competitive Institutional
Trade-Oriented Sales Promotions (Trade Promotions)
Institutional Advertisements
Message development - You must create a message that gets into the minds of the consumer and target audience

23. Sales promotions that offer a discounted price to the consumer - which encourage trial.
kickers - boldface and italics
Flighting (Intermittent) Schedule
Coupons
Attitudes

24. Placing items on sale and offering two-for-one specials of other deals
Finance Allowance
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Frequency
Sales Advertising

25. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Foreign Media
Trade-Oriented Sales Promotions (Trade Promotions)
Limited-Service Agency
Print Media

26. 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
Brand loyalty
Pioneering Institutional

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

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28. Advertising showing one brand's strengths relative to its competitors.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Institutional Advertisements
STP Marketing (Segmenting - Targeting - Positioning)
Comparative

29. People we try to emulate or whose approval concerns us
Institutional Advertisements
Reference groups
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
Media vehicle

30. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Aided Recall
Ad research
Transit Advertising (Bus - taxi - and subway advertising)
Brand interest

31. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pioneering
Purchase Frequency
Frequency
Horizontal cooperative advertising

32. Cost of media buy/targeted audienceX1 - 000
CPM-TM
Ones with fewer words
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
audience - ad message itself - communications media - and the product concept

33. Some methods for scheduling media
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Product Advertising

34. What are the principles of design?
Inquiry Tests
Reminder
Recency planning
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

35. Types of audience resonance

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36. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Sweepstakes
Market research
creating a picture of the concept they want to convey
Participants in the marketing process

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.
Integrated Marketing Communications
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
Nonpersonal influences on consumer behavior
Competitive Institutional

38. The average number of times a person in the target audience is exposed to an ad.
Brand interest
Product Placement
Frequency
Ad research

39. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Jury Tests
Reminder Institutional
Reachxfrequency
STP Marketing (Segmenting - Targeting - Positioning)

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

41. Merchandise offered free or at a significant discount.
Attitude 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
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Premiums

42. Ads in magazines can be strategically placed in these places...
Comparative
Market research
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Positively originated (transformational) motives

43. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Positively originated (transformational) motives
Frequently use the word 'you'
Flighting (Intermittent) Schedule
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

44. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
CB - The Consumer Decision Process
Direct Mail Advertising
CPM-TM
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces

45. What are the function of headlines?
In-House Agencies
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
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

46. 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.
Transit Advertising
Jury Tests
In-House Agencies
Flighting (Intermittent) Schedule

47. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Place-Based Media
Attitudes
Publicity Tools
Functions of Marketing research

48. Consumer needs - product development - assess effectiveness - financial planning and quality control
Functions of Marketing research
Limited-Service Agency
Print Media
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

49. Types of Advertisements
Deals
CB - The Consumer Decision Process
Samples
1. Product Advertisements 2. Institutional Advertisements

50. What kind of ads are most often remembered?
Jury Tests
Product Placement
funny ads - but not always for the right reasons
Continuous (Steady) Schedule