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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. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Media class
Aided Recall
Pulse (Burst) Schedule
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

2. What kind of ads are most often remembered?
Samples
creating a picture of the concept they want to convey
funny ads - but not always for the right reasons
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

3. Affective Association

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4. 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
Negatively originated (informational) motives
Frequency
Reminder
Digital Interactive Media

5. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Place-Based Media
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Continuity
Pretests

6. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. Product Advertisements 2. Institutional Advertisements
Vertical cooperative advertising

7. A discount on each case ordered during a specific time period.
Case Allowance
Media class
Integrated Marketing Communications
Trade-Oriented Sales Promotions (Trade Promotions)

8. Visualization/conceptualization
creating a picture of the concept they want to convey
Deals
Sweepstakes
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

9. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Product Advertisements
Classified Advertising
Flighting (Intermittent) Schedule
Cooperative

10. What are the positives to newspapers as a form of mass media?
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
Lead in paragraphs - interior paragraphs - trial close - and close
Contests
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

11. 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
Pioneering
Electronic Media
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Sales Advertising

12. What are the types of headlines?
Limited-Service Agency
kickers - boldface and italics
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Contests

13. Types of audience resonance

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14. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Trade-Oriented Sales Promotions (Trade Promotions)
Exchange
Consumer-Oriented Sales Promotions (Consumer Promotions)
Opinion leaders

15. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Institutional Advertisements
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
International Media
In-House Agencies

16. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Loyalty Programs
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Product Placement
Allowances and Discounts

17. The greater size of an ad illustration...
Direct Mail Advertising
Finance Allowance
the more audience attention
CPM

18. Cost of media buy/targeted audienceX1 - 000
Point-of-Purchase Displays
Full-Service Agency
Functional needs
CPM-TM

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

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20. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cost per Thousand (CPM)
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Product Advertisements

21. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Post-Tests
Cost per Thousand (CPM)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
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

22. 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.
Perception
Rating
Purposes of Marketing research
Permission-Based Advertising

23. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Allowances and Discounts
Deals
Jury Tests
Loyalty Programs

24. Ads in magazines can be strategically placed in these places...
cognitive dissonance
Flighting (Intermittent) Schedule
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Reach

25. Family - society - reference groups - opinion leaders
Interpersonal influences on consumer behavior
Allowances and Discounts
STP Marketing (Segmenting - Targeting - Positioning)
Reach

26. Ads that state the position of a company on an issue.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
In-House Agencies
Advocacy
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)

27. Is our acquired mental position regarding some idea or object
Post-Tests
Exchange
Attitudes
Electronic Media

28. Content advertising
Purchase Frequency
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Positively originated (transformational) motives
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

29. 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
Inquiry Tests
Publicity Tools
Vertical cooperative advertising
BDI (Brand development index)

30. Informs consumers about services or merchandise offered at regular prices
Regular price-line advertising
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Post-Tests
Product Advertising

31. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuous (Steady) Schedule
Perception
Classified Advertising
Consumer-Oriented Sales Promotions (Consumer Promotions)

32. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
CB - The Consumer Decision Process
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Cooperative Advertising
Clearance advertising (a special form of sale advertising)

33. Broad category of media - such as television - radio or newspaper
kickers - boldface and italics
Regular price-line advertising
Media class
Nonpersonal influences on consumer behavior

34. Allow the audience to participate actively & immediately
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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Digital Interactive Media
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

35. Promote brand recall
1. Product Advertisements 2. Institutional Advertisements
Functional needs
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Pioneering Institutional

36. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Brand loyalty
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Reminder
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)

37. Ads used for announcements about what a company is - what it can do - and where it is located.
Pioneering Institutional
Transit Advertising (Bus - taxi - and subway advertising)
Pioneering
Purposes of Marketing research

38. Approaches to Post-Testing
Cooperative Advertising
Sales Tests
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
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

39. What are the types of subheads?
the more audience attention
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
kickers - boldface and italics
Transit Advertising

40. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Full-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
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Maslow's hierarchy of needs theory of motivation based on unmet human needs

41. Consumer needs - product development - assess effectiveness - financial planning and quality control
Nonpersonal influences on consumer behavior
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Forgetting Rate
Functions of Marketing research

42. 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
Reach
Coupons
Reminder
Horizontal cooperative advertising

43. Form - task - possession - time - place utility
Transit Advertising
Opinion leaders
Market research
Functional needs

44. Promotes a specific product or service and stimulates short term action while building awareness of the business
Electronic Media
Competitive Institutional
Product Advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)

45. What are the types of Formatting the Body Copy?
Unaided Recall
Lead in paragraphs - interior paragraphs - trial close - and close
Attitude Tests
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

46. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Participants in the marketing process
kickers - boldface and italics
Portfolio Tests
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)

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

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48. Time - place of sale - environment
cognitive dissonance
Nonpersonal influences on consumer behavior
Deals
BDI (Brand development index)

49. Situate the brand socially
Vertical cooperative advertising
Sales Advertising
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
Gross Ratings Points (GRPs)

50. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pretests
Competitive
Pioneering
BDI (Brand development index)