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. Transform consumption experience
Regular price-line advertising
Rebates
Horizontal cooperative 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

2. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Allowances and Discounts
Transit Advertising
Direct Mail Advertising
Samples

3. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Flighting (Intermittent) Schedule
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
CPM
Product Placement

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

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5. What are the types of subheads?
Pulse (Burst) Schedule
kickers - boldface and italics
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

6. 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
Reach
Participants in the marketing process
Aided Recall

7. Tests used to test ad alternatives.
Portfolio Tests
Ones with fewer words
Institutional Advertisements
Reach

8. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Sounds that are familiar
Merchandise Allowance
Horizontal cooperative 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

9. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
Purchase Frequency
Publicity Tools
Ones with fewer words

10. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Opinion leaders
cognitive dissonance
Pulse (Burst) Schedule
Rich Media

11. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
creating a picture of the concept they want to convey
Pretests
Trade-Oriented Sales Promotions (Trade Promotions)
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

12. Visualization/conceptualization
Transit Advertising (Bus - taxi - and subway advertising)
Frequency
Exchange
creating a picture of the concept they want to convey

13. What do the most effective radio commercials use?
Transit Advertising (Bus - taxi - and subway advertising)
Sounds that are familiar
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Sweepstakes

14. What kind of ads are most often remembered?
Post-Tests
Local Advertisers
funny ads - but not always for the right reasons
Unaided Recall

15. Content advertising
Post-Tests
funny ads - but not always for the right reasons
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

16. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Pioneering
Brand loyalty
Frequency
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

17. 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.
Reach
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
Rich Media
Permission-Based Advertising

18. 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.
Sweepstakes
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
the more audience attention
Limited-Service Agency

19. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Recency planning
Full-Service Agency
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Advocacy

20. The greater size of an ad illustration...
the more audience attention
Rating
Outdoor Advertising (Billboard)
Message development - You must create a message that gets into the minds of the consumer and target audience

21. 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
Horizontal cooperative advertising
Rebates
Opinion leaders
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

22. 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
the more audience attention
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Cooperative

23. Placing items on sale and offering two-for-one specials of other deals
Sales Advertising
Publicity Tools
Outdoor Advertising (Billboard)
Nonpersonal influences on consumer behavior

24. Promotes a specific product or service and stimulates short term action while building awareness of the business
Reminder
Finance Allowance
Place-Based Media
Product Advertising

25. What are the principles of design?
Competitive Institutional
Media class
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
Product Placement

26. Types of Publicity Tools
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Marketing research
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Cost per Thousand (CPM)

27. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
Reminder
International Media
Deals

28. Three Common Discounts and Allowances
Message development - You must create a message that gets into the minds of the consumer and target audience
Aided Recall
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)

29. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Product Placement
Permission-Based Advertising
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
Trade-Oriented Sales Promotions (Trade Promotions)

30. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Competitive
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Transit Advertising (Bus - taxi - and subway advertising)

31. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Sales Tests
Flighting (Intermittent) Schedule
Theater Tests

32. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Rating
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)

33. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
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
Print Media
Pioneering Institutional
Publicity Tools

34. Studies such as controlled experiments and consumer purchase tests.
Pioneering
Sales Tests
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Frequency

35. Elements of an advertising message
audience - ad message itself - communications media - and the product concept
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Limited-Service Agency
Cooperative

36. Value of Promotion
Buyer Turnover
Point-of-Purchase Displays
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Unaided Recall

37. Changing behavior by inducing anxiety
Finance Allowance
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. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Case Allowance

38. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Continuity
Loyalty Programs
funny ads - but not always for the right reasons
Coupons

39. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
CPM
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Cost per Thousand (CPM)

40. The percentage of households in a market that are tuned to a particular TV/radio show.
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Rating
Habits
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)

41. Types of Advertisements
Advocacy
1. Product Advertisements 2. Institutional Advertisements
Gross Ratings Points (GRPs)
Electronic Media

42. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Direct Mail Advertising
Negatively originated (informational) motives
Cooperative Advertising
Print Media

43. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Aided Recall
STP Marketing (Segmenting - Targeting - Positioning)
Attitudes
Outdoor Advertising (Billboard)

44. Joining together in a consistent manner everything that communicates with customers
Integrated Marketing Communications
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Brand loyalty
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

45. What are the function of headlines?
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
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
Transit Advertising
Maslow's hierarchy of needs theory of motivation based on unmet human needs

46. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Permission-Based Advertising
Cost per Thousand (CPM)
Print Media
STP Marketing (Segmenting - Targeting - Positioning)

47. Promote brand recall
Segmenting
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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
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

48. Information gathered about a particular market or market segment
Market research
Functions of Marketing research
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Sales Tests

49. What are the kinds of copy you can have in an ad?
Exchange
Ones with fewer words
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Marketing research

50. Forms of Product Advertising
Market research
Finance Allowance
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Marketing research