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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. 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. Product Advertisements 2. Institutional Advertisements
Attitude Tests
In-House Agencies
Market research

2. 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.
Positively originated (transformational) motives
Outdoor Advertising (Billboard)
Pulse (Burst) Schedule
Perception

3. 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
Electronic Media
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
Exchange
Theater Tests

4. 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. Coupons 2. Deals 3. Premiums 4. Contests 5. Sweepstakes 6. Samples 7. Loyalty Programs 8. Point-of-Purchase Displays 9. Rebates 10. Product Placement
Regular price-line advertising
Frequency
Reminder Institutional

5. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Opinion leaders
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
International Media
Sweepstakes

6. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Publicity Tools
Point-of-Purchase Displays
cognitive dissonance
Advocacy

7. Made up of the company's own advertising staff. They may provide full services or limited services.
Vertical cooperative advertising
Pulse (Burst) Schedule
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
In-House Agencies

8. Approaches to Post-Testing
Frequency
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Advocacy
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

9. Changing behavior by inducing anxiety
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
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
Continuity
Perception

10. 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.
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
CPM
Jury Tests
Institutional Advertising

11. Persuade the customer
Habits
Consumer-Oriented Sales Promotions (Consumer Promotions)
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
Lead in paragraphs - interior paragraphs - trial close - and close

12. What are the kinds of copy you can have in an ad?
Reference groups
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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Frequency

13. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Frequency
Cooperative
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
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

14. Is our acquired mental position regarding some idea or object
Cooperative
Loyalty Programs
Comparative
Attitudes

15. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Samples
Contests
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Pioneering Institutional

16. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
Lead in paragraphs - interior paragraphs - trial close - and close
Reach
Media vehicle

17. How often new buyers enter the market to buy the product.
Buyer Turnover
Classified Advertising
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
Pulse (Burst) Schedule

18. Ads that simply bring the company's name to the attention of its target market again.
Recency planning
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
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
Reminder Institutional

19. Advertisements that tell people what a product is - what it can do - and where it can be found.
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
Pioneering
Electronic Media
Media class

20. The number of different people or households exposed to an ad.
Reach
Print Media
Purposes of Marketing research
Contests

21. Factors of Scheduling Advertising
Frequency
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Case Allowance
Rebates

22. Forms of Product 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
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Flighting (Intermittent) Schedule
cognitive dissonance

23. The percentage of households in a market that are tuned to a particular TV/radio show.
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
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)
Rating
Institutional Advertisements

24. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Samples
Cooperative Advertising
Forgetting Rate
creating a picture of the concept they want to convey

25. Where viewers agree to watch a commercial online in exchange for points - samples - or access to premium content - and advertisers only pay for completed views.
CPM
Permission-Based Advertising
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
Negatively originated (informational) motives

26. What are the types of headlines?
Functions of Marketing research
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
kickers - boldface and italics
bleed pages - inserts - covers - front - inside front - inside back - and outside back

27. Visualization/conceptualization
creating a picture of the concept they want to convey
funny ads - but not always for the right reasons
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
Reachxfrequency

28. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Transit Advertising (Bus - taxi - and subway advertising)
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Direct Mail Advertising
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

29. The speed which buyers forget the brand if advertising is not seen.
Utility
Forgetting Rate
Gross Ratings Points (GRPs)
Samples

30. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Participants in the marketing process
Positively originated (transformational) motives
Market research
Pretests

31. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
thumbnails - roughs - dummies - comprehensives (elaborate draft)
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
Buyer Turnover
Outdoor Advertising (Billboard)

32. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Place-Based Media
Nonpersonal influences on consumer behavior
Rating
Interpersonal influences on consumer behavior

33. Promote brand recall
Samples
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Flighting (Intermittent) Schedule
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

34. Advertisements focused on selling a product or service
Media class
Product Advertisements
Reference groups
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

35. Advertising that promotes a specific brand's features and benefits.
Competitive
Transit Advertising (Bus - taxi - and subway advertising)
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Frequently use the word 'you'

36. Scare the consumer into action
Integrated Marketing Communications
Transit Advertising (Bus - taxi - and subway advertising)
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)
Jury Tests

37. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Rebates
Publicity Tools
Media vehicle
Attitude Tests

38. 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.
Media vehicle
Sweepstakes
Post-Tests
Gross Ratings Points (GRPs)

39. What are the standard subjects for ad visuals?
Flighting (Intermittent) Schedule
Functions of Marketing research
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
Trade-Oriented Sales Promotions (Trade Promotions)

40. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Cost per Thousand (CPM)
Nonpersonal influences on consumer behavior
Foreign Media
Brand loyalty

41. Party Responsible for Carrying Out Advertising Program
Ones with fewer words
Product Advertising
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Unaided Recall

42. What kinds of ads resonate more?
Ones with fewer words
Portfolio Tests
Media class
Post-Tests

43. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
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
Finance Allowance
Rating
Vertical cooperative advertising

44. Allow the audience to participate actively & immediately
Participants in the marketing process
Digital Interactive Media
audience - ad message itself - communications media - and the product concept
Perception

45. Types of Advertisements
Coupons
Sales Tests
1. Product Advertisements 2. Institutional Advertisements
Case Allowance

46. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Theater Tests

47. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Exchange
Allowances and Discounts
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Theater Tests

48. Is an individual's openness or curiosity about a brand
Institutional Advertisements
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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)
Brand interest

49. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Loyalty Programs
Product Advertising
CB - The Consumer Decision Process
Pretests

50. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Print Media
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
Pioneering Institutional
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)