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Advertising

Instructions:

Answer 50 questions in 15 minutes.
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Match each statement with the correct term.
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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. Affective Association

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2. Types of audience resonance

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3. Consumer needs - product development - assess effectiveness - financial planning and quality control
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Functions of Marketing research
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Buyer Turnover

4. Sales promotions that offer a discounted price to the consumer - which encourage trial.
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Media class
Buyer Turnover
Coupons

5. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Reminder Institutional
Deals
Lead in paragraphs - interior paragraphs - trial close - and close
kickers - boldface and italics

6. Interactive online 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
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
Buyer Turnover
Rich Media

7. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
Reference groups
Permission-Based Advertising
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

8. Gross rating points =
Finance Allowance
Reachxfrequency
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Regular price-line advertising

9. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
Ones with fewer words
Institutional Advertisements
Cooperative

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
Ones with fewer words
Electronic Media
Place-Based Media
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

11. Merchandise offered free or at a significant discount.
thumbnails - roughs - dummies - comprehensives (elaborate draft)
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Deals
Premiums

12. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Premiums
International Media
Foreign Media
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

13. The greater size of an ad illustration...
BDI (Brand development index)
Reminder
the more audience attention
Reminder Institutional

14. The speed which buyers forget the brand if advertising is not seen.
Integrated Marketing Communications
Post-Tests
the more audience attention
Forgetting Rate

15. Studies such as controlled experiments and consumer purchase tests.
Sales Tests
Utility
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
Pioneering

16. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Rich Media
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Vertical cooperative advertising
Cost per Thousand (CPM)

17. Define the brand image
Negatively originated (informational) motives
Rossiter & Percy's Fundamental Motives
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)

18. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Trade-Oriented Sales Promotions (Trade Promotions)
Advocacy
Merchandise Allowance
Negatively originated (informational) motives

19. Three Approaches to Setting Advertising Schedules
thumbnails - roughs - dummies - comprehensives (elaborate draft)
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
In-House Agencies
Rating

20. Cost of media buy/targeted audienceX1 - 000
Interpersonal influences on consumer behavior
Print Media
Rebates
CPM-TM

21. The average number of times a person in the target audience is exposed to an ad.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Sales Tests
Frequency
Trade-Oriented Sales Promotions (Trade Promotions)

22. Simply the percentage of homes exposed to an advertising media
Cooperative Advertising
Rating
Nonpersonal influences on consumer behavior
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now

23. To make room for new product lines or new models and to get rid of slow-moving lines - floor samples - broken or distressed merchandise - or out of season items
Clearance advertising (a special form of sale advertising)
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
Frequency
Permission-Based Advertising

24. What are the function of headlines?
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Reminder Institutional
Inquiry Tests
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

25. Value of Promotion
Habits
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Local Advertisers

26. Is our acquired mental position regarding some idea or object
Attitudes
Loyalty Programs
Rating
Case Allowance

27. Markets are segmented - products are positioned
Integrated Marketing Communications
Purposes of Marketing research
Segmenting
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

28. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Post-Tests
Place-Based Media
Theater Tests
kickers - boldface and italics

29. Ads in magazines can be strategically placed in these places...
Utility
bleed pages - inserts - covers - front - inside front - inside back - and outside back
the more audience attention
Functional needs

30. Gathering - recording - and analyzing new information to help managers make marketing decisions
Continuity
Ad research
Aided Recall
Marketing research

31. 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.
Post-Tests
Vertical cooperative advertising
Reference groups
Competitive Institutional

32. Promote brand recall
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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
Product Placement
Frequency

33. Situate the brand socially
Limited-Service Agency
Product Advertising
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
Consumer-Oriented Sales Promotions (Consumer Promotions)

34. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Flighting (Intermittent) Schedule
Consumer-Oriented Sales Promotions (Consumer Promotions)
Segmenting
Institutional Advertising

35. Persuade the customer
Comparative
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
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
Inquiry Tests

36. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Cooperative
Negatively originated (informational) motives
Consumer-Oriented Sales Promotions (Consumer Promotions)
Full-Service Agency

37. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Post-Tests
Pretests
Regular price-line advertising
Transit Advertising (Bus - taxi - and subway advertising)

38. Elements of an advertising message
Sales Tests
Recency planning
audience - ad message itself - communications media - and the product concept
Pulse (Burst) Schedule

39. Reach (% of total market) x Frequency
Unaided Recall
Gross Ratings Points (GRPs)
Sales Advertising
Allowances and Discounts

40. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Institutional Advertisements
Brand interest
Aided Recall

41. How often new buyers enter the market to buy the product.
Buyer Turnover
Portfolio Tests
Opinion leaders
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

42. What does the layout of an ad consist of?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Product Advertisements
Media class
Flighting (Intermittent) Schedule

43. 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.
Case Allowance
Limited-Service Agency
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Frequently use the word 'you'

44. Scare the consumer into action
kickers - boldface and italics
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)
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Unaided Recall

45. Types of Advertisements
1. Product Advertisements 2. Institutional Advertisements
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Classified Advertising
Aided Recall

46. What are the standard subjects for ad visuals?
Digital Interactive Media
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
Attitudes
Buyer Turnover

47. Form - task - possession - time - place utility
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Local Advertisers
Institutional Advertisements
Functional needs

48. People we try to emulate or whose approval concerns us
Reference groups
International Media
audience - ad message itself - communications media - and the product concept
Clearance advertising (a special form of sale advertising)

49. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
1. Product Advertisements 2. Institutional Advertisements
Contests
Recency planning
Ad research

50. The number of different people or households exposed to an ad.
Sales Tests
Brand interest
Reach
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

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