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. Gross rating points =
Purposes of Marketing research
Perception
Reachxfrequency
Post-Tests

2. The greater size of an ad illustration...
the more audience attention
Continuous (Steady) Schedule
Portfolio Tests
Participants in the marketing process

3. Influencing the brand choice of consumers who are 'ready to buy'
Gross Ratings Points (GRPs)
Rich Media
Recency planning
Purposes of Marketing research

4. Studies such as controlled experiments and consumer purchase tests.
Sales Tests
Media class
Reachxfrequency
Coupons

5. The number of different people or households exposed to an ad.
Reach
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
Case Allowance

6. 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
Interpersonal influences on consumer behavior
Horizontal cooperative advertising
1. Product Advertisements 2. Institutional Advertisements
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

7. Duration of an advertising message or campaign over a given period of time - sustains memory
Attitudes
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Place-Based Media
Continuity

8. The moment someone recognizes a need or want that might be satisfied by. 1.Need Recognition 2.Search Information and Alternative Evaluation 3. Purchase 4.Post-purchase use and evaluation
CB - The Consumer Decision Process
Institutional Advertising
Competitive 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

9. 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'
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Frequency
Media class
Flighting (Intermittent) Schedule

10. What does the layout of an ad consist of?
Purposes of Marketing research
Competitive
Frequency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

11. Types of Advertisements
1. Product Advertisements 2. Institutional Advertisements
Classified Advertising
Advocacy
Transit Advertising

12. Scare the consumer into action
Foreign Media
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)
Loyalty Programs
kickers - boldface and italics

13. Persuade the customer
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
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Frequency
Purposes of Marketing research

14. Forms of Institutional Advertisements
Integrated Marketing Communications
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
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

15. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
CPM
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
Publicity Tools

16. Placing items on sale and offering two-for-one specials of other deals
Functional needs
Sales Advertising
Product Placement
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces

17. Is an individual's openness or curiosity about a brand
Frequency
Brand interest
Point-of-Purchase Displays
Functional needs

18. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
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. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Media vehicle
Purchase Frequency

19. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
the more audience attention
Sales Tests
Reminder
Participants in the marketing process

20. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Lead in paragraphs - interior paragraphs - trial close - and close
Cooperative
creating a picture of the concept they want to convey

21. 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.
Permission-Based Advertising
Foreign Media
Limited-Service Agency
Horizontal cooperative advertising

22. Allow the audience to participate actively & immediately
Functional needs
Pioneering
Digital Interactive Media
Exchange

23. Advertisements that tell people what a product is - what it can do - and where it can be found.
Negatively originated (informational) motives
Continuity
Loyalty Programs
Pioneering

24. 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.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Pretests
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Cooperative

25. Promotes a specific product or service and stimulates short term action while building awareness of the business
Product Advertising
Comparative
Frequency
funny ads - but not always for the right reasons

26. Information gathered about a particular market or market segment
Flighting (Intermittent) Schedule
Lead in paragraphs - interior paragraphs - trial close - and close
Market research
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

27. 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.
Portfolio Tests
Transit Advertising
Regular price-line advertising
Unaided Recall

28. Party Responsible for Carrying Out Advertising Program
Functions of Marketing research
Cost per Thousand (CPM)
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Comparative

29. People we try to emulate or whose approval concerns us
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Continuous (Steady) Schedule
Reference groups
1. Product Advertisements 2. Institutional Advertisements

30. Types of Publicity Tools
Transit Advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

31. Markets are segmented - products are positioned
Finance Allowance
Aided Recall
Segmenting
Frequency

32. What are the function of headlines?
Sales Advertising
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
Negatively originated (informational) motives
Jury Tests

33. What are the positives to newspapers as a form of mass media?
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
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
STP Marketing (Segmenting - Targeting - Positioning)
Rebates

34. Ads in magazines can be strategically placed in these places...
Cooperative Advertising
bleed pages - inserts - covers - front - inside front - inside back - and outside back
In-House Agencies
Attitudes

35. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
1. Product Advertisements 2. Institutional Advertisements
Functions of Marketing research
Forgetting Rate
Allowances and Discounts

36. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Portfolio Tests
Functions of Marketing research
Sweepstakes
Print Media

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.
Perception
Nonpersonal influences on consumer behavior
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
Continuous (Steady) Schedule

38. Recruit new customers - retain current customers - and regain lost customers
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Competitive Institutional
Purposes of Marketing research
Ones with fewer words

39. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Point-of-Purchase Displays
kickers - boldface and italics
Perception
Foreign Media

40. 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
funny ads - but not always for the right reasons
Merchandise Allowance
Negatively originated (informational) motives
Finance Allowance

41. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Reminder
Publicity Tools
Institutional Advertising
Clearance advertising (a special form of sale advertising)

42. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Competitive
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
Trade-Oriented Sales Promotions (Trade Promotions)
Institutional Advertisements

43. Is our acquired mental position regarding some idea or object
Product Advertising
Pioneering Institutional
Attitudes
Vertical cooperative advertising

44. 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.
Inquiry 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
Continuity
Rating

45. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Attitude 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
Frequency
Flighting (Intermittent) Schedule

46. Transform consumption experience
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Sounds that are familiar
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
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

47. The speed which buyers forget the brand if advertising is not seen.
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
Forgetting Rate
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
Nonpersonal influences on consumer behavior

48. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Pioneering
Theater Tests
Local Advertisers
kickers - boldface and italics

49. Three Common Discounts and Allowances
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
creating a picture of the concept they want to convey
Reachxfrequency

50. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Full-Service Agency
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)
Consumer-Oriented Sales Promotions (Consumer Promotions)
Cooperative Advertising