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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. Define the brand image
Direct Mail Advertising
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Product Advertising
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

2. What does the layout of an ad consist of?
Participants in the marketing process
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Transit Advertising (Bus - taxi - and subway advertising)
Purposes of Marketing research

3. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Clearance advertising (a special form of sale advertising)
Cooperative
Coupons
Inquiry Tests

4. Forms of Institutional Advertisements
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Exchange
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Sounds that are familiar

5. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Pioneering Institutional
Flighting (Intermittent) Schedule
Reminder

6. Persuade the customer
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: 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
the more audience attention
Point-of-Purchase Displays

7. Where is the advertising and brand battle won or lost?
the more audience attention
Permission-Based Advertising
Message development - You must create a message that gets into the minds of the consumer and target audience
Frequency

8. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Limited-Service Agency
Cooperative
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
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

9. 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
Transit Advertising (Bus - taxi - and subway advertising)
Horizontal cooperative advertising
Clearance advertising (a special form of sale advertising)
Nonpersonal influences on consumer behavior

10. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
bleed pages - inserts - covers - front - inside front - inside back - and outside back
the more audience attention
Product Placement
Contests

11. What kinds of ads resonate more?
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Rating
Competitive Institutional
Ones with fewer words

12. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
funny ads - but not always for the right reasons
Full-Service Agency
Post-Tests
Unaided Recall

13. What are the standard subjects for ad visuals?
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
Reach
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Product Advertisements

14. People we try to emulate or whose approval concerns us
Product Advertisements
Reference groups
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Publicity Tools

15. The more frequently a product is purchased - the less repetition is required.
Segmenting
Purchase Frequency
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
Media vehicle

16. Elements of an advertising message
Attitudes
International Media
Deals
audience - ad message itself - communications media - and the product concept

17. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
Publicity Tools
Finance Allowance
1. Product Advertisements 2. Institutional Advertisements

18. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Merchandise Allowance
Product Placement
Foreign Media
creating a picture of the concept they want to convey

19. Ads that simply bring the company's name to the attention of its target market again.
Limited-Service Agency
Reminder Institutional
Finance Allowance
Cooperative

20. Advertising used to reinforce previous knowledge of a product.
Reminder
In-House Agencies
Institutional Advertising
Negatively originated (informational) motives

21. Broad category of media - such as television - radio or newspaper
Pioneering Institutional
Media class
Habits
Frequently use the word 'you'

22. 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
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
Product Placement
Transit Advertising
Electronic Media

23. What are the types of Formatting the Body Copy?
Continuity
Allowances and Discounts
Inquiry Tests
Lead in paragraphs - interior paragraphs - trial close - and close

24. 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.
Publicity Tools
Attitude Tests
Pulse (Burst) Schedule
Recency planning

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

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26. 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.
Allowances and Discounts
Unaided Recall
Lead in paragraphs - interior paragraphs - trial close - and close
Coupons

27. A discount on each case ordered during a specific time period.
Case Allowance
Recency planning
Clearance advertising (a special form of sale advertising)
CPM-TM

28. 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
Regular price-line advertising
Local Advertisers
Continuous (Steady) Schedule

29. Merchandise offered free or at a significant discount.
Premiums
Sales Tests
Gross Ratings Points (GRPs)
Digital Interactive Media

30. 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.
Sales Tests
Frequency
Competitive
Inquiry Tests

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

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32. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Habits
Direct Mail Advertising
Rebates

33. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Competitive Institutional
Point-of-Purchase Displays

34. They use Retail Advertising because retail stores account for so much of the market
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Post-Tests
Local Advertisers
Continuity

35. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Foreign Media
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Marketing research

36. What do the most effective radio commercials use?
Inquiry Tests
Media vehicle
Ad research
Sounds that are familiar

37. The percentage of households in a market that are tuned to a particular TV/radio show.
Rating
Exchange
Brand loyalty
Point-of-Purchase Displays

38. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
Transit Advertising (Bus - taxi - and subway advertising)
Cooperative
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

39. What kind of ads are most often remembered?
Electronic Media
Recency planning
funny ads - but not always for the right reasons
CB - The Consumer Decision Process

40. Visualization/conceptualization
creating a picture of the concept they want to convey
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Transit Advertising
Continuity

41. What are the kinds of copy you can have in an ad?
Vertical cooperative advertising
Deals
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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

42. Indicates the sales potential of a particular brand in a specific market area = percent of the brand's total U.S sales in the area/Percent of total U.S population in the areaX100
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
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)
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
BDI (Brand development index)

43. Informs consumers about services or merchandise offered at regular prices
Regular price-line advertising
Frequency
Theater Tests
Finance Allowance

44. Placing items on sale and offering two-for-one specials of other deals
Transit Advertising
Sales Advertising
Case Allowance
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

45. Gathering - recording - and analyzing new information to help managers make marketing decisions
Coupons
Trade-Oriented Sales Promotions (Trade Promotions)
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Marketing research

46. Three Approaches to Setting Advertising Schedules
Local Advertisers
International Media
Competitive Institutional
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

47. From basic physiological needs to safety - social - and esteem needs to self-actualization needs

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48. What are the positives to newspapers as a form of mass media?
Full-Service Agency
Nonpersonal influences on consumer behavior
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
Sounds that are familiar

49. 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.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Limited-Service 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
Jury Tests

50. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Media class
Nonpersonal influences on consumer behavior
Brand loyalty
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)