Test your basic knowledge |

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. What are the principles of design?
the more audience attention
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
Rossiter & Percy's Fundamental Motives
BDI (Brand development index)

2. What is the best way to grab attention in an ad?

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

3. 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.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Continuous (Steady) Schedule
Forgetting Rate
Perception

4. Merchandise offered free or at a significant discount.
Premiums
Jury Tests
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Product Placement

5. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Pioneering Institutional
Vertical cooperative advertising
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
Utility

6. Questions such as "What ads do you remember watching yesterday?" is asked of respondents without any prompting to determine whether they saw or heard advertising messages.
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
International Media
Deals
Unaided Recall

7. The percentage of households in a market that are tuned to a particular TV/radio show.
Reminder
Rating
Institutional Advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

8. What are the types of Formatting the Body Copy?
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Sales Tests
Clearance advertising (a special form of sale advertising)
Lead in paragraphs - interior paragraphs - trial close - and close

9. Simply the percentage of homes exposed to an advertising media
Rating
Purposes of Marketing research
Competitive Institutional
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

10. Broad category of media - such as television - radio or newspaper
Utility
Reach
Functional needs
Media class

11. Where is the advertising and brand battle won or lost?
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Message development - You must create a message that gets into the minds of the consumer and target audience
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)
Comparative

12. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Flighting (Intermittent) Schedule
Reference groups
Sounds that are familiar
Place-Based Media

13. What are the positives to newspapers as a form of mass media?
Sales Tests
Jury Tests
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
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

14. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Aided Recall
Interpersonal influences on consumer behavior
Pioneering

15. Information gathered about a particular market or market segment
Flighting (Intermittent) Schedule
Market research
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Permission-Based Advertising

16. Cost of media buy/targeted audienceX1 - 000
Interpersonal influences on consumer behavior
Limited-Service Agency
creating a picture of the concept they want to convey
CPM-TM

17. Advertisements focused on selling a product or service
Institutional Advertisements
Portfolio 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
Product Advertisements

18. Advertisements that tell people what a product is - what it can do - and where it can be found.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Pioneering
Opinion leaders
Frequently use the word 'you'

19. 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.
In-House Agencies
Rossiter & Percy's Fundamental Motives
Integrated Marketing Communications
Attitude Tests

20. Offering the product free or at a greatly reduced price.
Samples
Sales Advertising
Attitude Tests
Frequency

21. A discount on each case ordered during a specific time period.
Case Allowance
creating a picture of the concept they want to convey
Gross Ratings Points (GRPs)
Recency planning

22. Form - task - possession - time - place utility
Institutional Advertising
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
Functional needs
Brand loyalty

23. People we try to emulate or whose approval concerns us
Electronic Media
Institutional Advertisements
Pioneering Institutional
Reference groups

24. Common Advertising Appeals
Competitive Institutional
CPM-TM
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now

25. Evaluation process conducted before the ads are in place to determine whether the ad communicates the intended message or to select among alternative versions of the ad.
Pretests
Print Media
Perception
Trade-Oriented Sales Promotions (Trade Promotions)

26. 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.
Jury Tests
Market research
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
Reachxfrequency

27. The speed which buyers forget the brand if advertising is not seen.
Place-Based Media
Forgetting Rate
Aided Recall
Buyer Turnover

28. The most common energizers of consumer behavior - such as a problem removal or problem avoidance. The consumer actively seeks information to reduce the mental state
Ones with fewer words
Negatively originated (informational) motives
BDI (Brand development index)
Merchandise Allowance

29. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Reachxfrequency
Full-Service Agency
Maslow's hierarchy of needs theory of motivation based on unmet human needs

30. Transform consumption experience
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
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
Limited-Service Agency
Cooperative

31. Is the products ability to satisfy both functional needs & symbolic wants
Coupons
Competitive
Rating
Utility

32. Joining together in a consistent manner everything that communicates with customers
Interpersonal influences on consumer behavior
Full-Service Agency
Finance Allowance
Integrated Marketing Communications

33. Ads in magazines can be strategically placed in these places...
Segmenting
Loyalty Programs
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Maslow's hierarchy of needs theory of motivation based on unmet human needs

34. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Reach
Cooperative Advertising
Brand interest

35. Visualization/conceptualization
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
creating a picture of the concept they want to convey
Negatively originated (informational) motives
Local Advertisers

36. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
creating a picture of the concept they want to convey
Pioneering 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
Media vehicle

37. How often new buyers enter the market to buy the product.
Print Media
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Buyer Turnover
STP Marketing (Segmenting - Targeting - Positioning)

38. Is our acquired mental position regarding some idea or object
Negatively originated (informational) motives
Attitudes
Exchange
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces

39. Studies such as controlled experiments and consumer purchase tests.
Recency planning
Print Media
Sales Tests
Interpersonal influences on consumer behavior

40. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Place-Based Media
cognitive dissonance
Institutional Advertising
Product Placement

41. 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.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Purchase Frequency
Sweepstakes
Frequency

42. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Transit Advertising
Foreign Media
Limited-Service Agency
Flighting (Intermittent) Schedule

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

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

44. The greater size of an ad illustration...
Cost per Thousand (CPM)
Aided Recall
Digital Interactive Media
the more audience attention

45. Three Common Trade-Oriented Sales Promotions (Trade Promotions)

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

46. Types of Publicity Tools
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
audience - ad message itself - communications media - and the product concept
Attitude Tests

47. Gross rating points =
Deals
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Attitudes
Reachxfrequency

48. 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.
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
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
creating a picture of the concept they want to convey
Inquiry Tests

49. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Sounds that are familiar
Exchange
Vertical cooperative advertising
Trade-Oriented Sales Promotions (Trade Promotions)

50. Tests used to test ad alternatives.
Frequency
Vertical cooperative advertising
BDI (Brand development index)
Portfolio Tests