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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. Informs consumers about services or merchandise offered at regular prices
Samples
Regular price-line advertising
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Vertical cooperative advertising

2. Advertising showing one brand's strengths relative to its competitors.
Functional needs
Comparative
Purposes of Marketing research
cognitive dissonance

3. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Classified Advertising
Exchange
Continuous (Steady) Schedule
Functional needs

4. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
the more audience attention
Rich Media
Contests
Cooperative Advertising

5. Types of audience resonance

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6. What kind of ads are most often remembered?
Reach
funny ads - but not always for the right reasons
Advocacy
Regular price-line advertising

7. Reach (% of total market) x Frequency
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Gross Ratings Points (GRPs)
Inquiry Tests
Regular price-line advertising

8. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CPM
Ad research
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Sounds that are familiar

9. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Sweepstakes
Trade-Oriented Sales Promotions (Trade Promotions)
Sales Tests
audience - ad message itself - communications media - and the product concept

10. The more frequently a product is purchased - the less repetition is required.
Electronic Media
Clearance advertising (a special form of sale advertising)
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Purchase Frequency

11. What are the kinds of copy you can have in an ad?
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
Clearance advertising (a special form of sale advertising)
Continuity

12. 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.
Full-Service Agency
International Media
creating a picture of the concept they want to convey
Inquiry Tests

13. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Deals
Buyer Turnover
kickers - boldface and italics
Premiums

14. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
CB - The Consumer Decision Process
Institutional Advertising
Foreign Media
Marketing research

15. Gathering - recording - and analyzing new information to help managers make marketing decisions
CPM
Marketing research
Maslow's hierarchy of needs theory of motivation based on unmet human needs
CPM-TM

16. Allow the audience to participate actively & immediately
Ad research
Digital Interactive Media
Post-Tests
In-House Agencies

17. Ads used for announcements about what a company is - what it can do - and where it is located.
Pioneering Institutional
Competitive
Point-of-Purchase Displays
Continuous (Steady) Schedule

18. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Direct Mail Advertising
Competitive
Perception
Maslow's hierarchy of needs theory of motivation based on unmet human needs

19. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Functional needs
Pioneering
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Merchandise Allowance

20. Is our acquired mental position regarding some idea or object
Attitudes
Sounds that are familiar
Loyalty Programs
Direct Mail Advertising

21. A discount on each case ordered during a specific time period.
Case Allowance
Local Advertisers
Digital Interactive Media
Cooperative Advertising

22. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
creating a picture of the concept they want to convey
Attitude Tests
CPM

23. The cost of reaching 1 - 000 individuals or households with the advertising message.
Deals
Reference groups
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Cost per Thousand (CPM)

24. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Forgetting Rate
Consumer-Oriented Sales Promotions (Consumer Promotions)
Cooperative
Pulse (Burst) Schedule

25. Is an individual's openness or curiosity about a brand
Brand interest
Reachxfrequency
Frequently use the word 'you'
Exchange

26. Three Common Discounts and Allowances
Advocacy
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Cooperative
Integrated Marketing Communications

27. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuous (Steady) Schedule
Participants in the marketing process
cognitive dissonance
STP Marketing (Segmenting - Targeting - Positioning)

28. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising
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
Message development - You must create a message that gets into the minds of the consumer and target audience
Case Allowance

29. Advertisements focused on selling a product or service
Competitive
Rating
Case Allowance
Product Advertisements

30. Link key attributes to the brand name
Perception
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
Rossiter & Percy's Fundamental Motives
Forgetting Rate

31. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
audience - ad message itself - communications media - and the product concept
Interpersonal influences on consumer behavior
Habits
Sweepstakes

32. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
Digital Interactive Media
CPM-TM
Brand loyalty

33. Family - society - reference groups - opinion leaders
Jury 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
Continuous (Steady) Schedule
Interpersonal influences on consumer behavior

34. What kinds of ads resonate more?
Buyer Turnover
Forgetting Rate
Ones with fewer words
Institutional Advertising

35. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Pulse (Burst) Schedule
audience - ad message itself - communications media - and the product concept
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Product Placement

36. Affective Association

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37. Value of Promotion
Attitudes
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Nonpersonal influences on consumer behavior
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

38. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
Sales Tests
Trade-Oriented Sales Promotions (Trade Promotions)
the more audience attention

39. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Reach
Transit Advertising
Functional needs
Flighting (Intermittent) Schedule

40. Party Responsible for Carrying Out Advertising Program
Rating
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
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
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

41. Gross rating points =
Reachxfrequency
Maslow's hierarchy of needs theory of motivation based on unmet human needs
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Institutional Advertising

42. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Perception
Functions of Marketing research
Horizontal cooperative advertising
Allowances and Discounts

43. The percentage of households in a market that are tuned to a particular TV/radio show.
Foreign Media
Rating
Frequently use the word 'you'
Gross Ratings Points (GRPs)

44. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Vertical cooperative advertising
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Continuous (Steady) Schedule

45. Forms of Institutional Advertisements
Sales Advertising
Buyer Turnover
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Positively originated (transformational) motives

46. Content advertising
Pulse (Burst) Schedule
Outdoor Advertising (Billboard)
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Pioneering

47. Joining together in a consistent manner everything that communicates with customers
Integrated Marketing Communications
Electronic Media
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

48. Cost of media buy/targeted audienceX1 - 000
Contests
CPM-TM
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Sweepstakes

49. What are the function of headlines?
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
Classified Advertising
Digital Interactive Media
Rossiter & Percy's Fundamental Motives

50. Elements of an advertising message
International Media
Frequently use the word 'you'
CPM-TM
audience - ad message itself - communications media - and the product concept