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Advertising

Instructions:

Answer 50 questions in 15 minutes.
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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. Party Responsible for Carrying Out Advertising Program
In-House Agencies
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Functions of Marketing research
Aided Recall

2. Persuade the customer
Attitude 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
Reach
Brand loyalty

3. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Institutional Advertising
International Media
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
Brand interest

4. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Buyer Turnover
Frequency
Coupons
Trade-Oriented Sales Promotions (Trade Promotions)

5. 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'
CB - The Consumer Decision Process
Product Advertising
Frequency
Pioneering Institutional

6. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Samples
Flighting (Intermittent) Schedule
Theater Tests
Contests

7. Informs consumers about services or merchandise offered at regular prices
Regular price-line advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Local Advertisers
Integrated Marketing Communications

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

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9. Approaches to Post-Testing
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Pulse (Burst) Schedule
Rebates
Finance Allowance

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

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11. What kind of ads are most often remembered?
1. Product Advertisements 2. Institutional Advertisements
funny ads - but not always for the right reasons
BDI (Brand development index)
Competitive

12. 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.
Ad research
Jury Tests
Frequency
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

13. The percentage of households in a market that are tuned to a particular TV/radio show.
Sales Tests
Rating
Vertical cooperative advertising
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

14. Recruit new customers - retain current customers - and regain lost customers
In-House Agencies
Purposes of Marketing research
Attitude Tests
Rebates

15. 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.
Reachxfrequency
Inquiry Tests
Limited-Service Agency
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

16. What are the standard subjects for ad visuals?
Exchange
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
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
Habits

17. What are the positives to newspapers as a form of mass media?
audience - ad message itself - communications media - and the product concept
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Comparative
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

18. What are the types of subheads?
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Coupons
Trade-Oriented Sales Promotions (Trade Promotions)
kickers - boldface and italics

19. Time - place of sale - environment
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
Exchange
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)

20. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Lead in paragraphs - interior paragraphs - trial close - and close
Functions of Marketing research
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
Allowances and Discounts

21. Advertising showing one brand's strengths relative to its competitors.
Portfolio Tests
Comparative
Outdoor Advertising (Billboard)
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

22. Placing items on sale and offering two-for-one specials of other deals
Product Advertising
Ad research
Sales Advertising
Contests

23. Three Approaches to Setting Advertising Schedules
Direct Mail 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
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Reach

24. Transform consumption experience
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
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
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
bleed pages - inserts - covers - front - inside front - inside back - and outside back

25. Visualization/conceptualization
Institutional Advertising
Product Advertisements
Electronic Media
creating a picture of the concept they want to convey

26. Gross rating points =
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
Premiums
Reachxfrequency
Integrated Marketing Communications

27. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cost per Thousand (CPM)
audience - ad message itself - communications media - and the product concept
Ones with fewer words
Loyalty Programs

28. Cost of media buy/targeted audienceX1 - 000
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)
Electronic Media
CPM-TM
Buyer Turnover

29. Types of audience resonance

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30. What are the kinds of copy you can have in an ad?
creating a picture of the concept they want to convey
Perception
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Message development - You must create a message that gets into the minds of the consumer and target audience

31. Made up of the company's own advertising staff. They may provide full services or limited services.
Portfolio Tests
In-House Agencies
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Limited-Service Agency

32. Changing behavior by inducing anxiety
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
Pretests
Premiums
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

33. Affective Association

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34. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
International Media
Flighting (Intermittent) Schedule
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
In-House Agencies

35. Broad category of media - such as television - radio or newspaper
Unaided Recall
Reachxfrequency
Reminder Institutional
Media class

36. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Habits
Nonpersonal influences on consumer behavior
Exchange
creating a picture of the concept they want to convey

37. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Product Advertisements
Competitive
Consumer-Oriented Sales Promotions (Consumer Promotions)

38. The average number of times a person in the target audience is exposed to an ad.
Ad research
Frequency
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Full-Service Agency

39. 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
CPM
funny ads - but not always for the right reasons
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

40. Promote brand recall
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Publicity Tools
Inquiry Tests
1. Product Advertisements 2. Institutional Advertisements

41. Joining together in a consistent manner everything that communicates with customers
Print Media
Integrated Marketing Communications
Case Allowance
cognitive dissonance

42. In the newspaper for many reasons: to locate and recruit new employees - offer services (such as those of an employment agency or business opportunity broker) - or sell or lease merchandise (such as cars - real estate - and office equipment)
Opinion leaders
Classified Advertising
CPM
Merchandise Allowance

43. Refers to the total number of different people or households exposed - at least once - to a medium in a certain amount of time - and effective reach is the quality of that exposure
Interpersonal influences on consumer behavior
Reach
Reminder
Brand interest

44. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Functions of Marketing research
Product Advertisements
CPM
Rossiter & Percy's Fundamental Motives

45. To make room for new product lines or new models and to get rid of slow-moving lines - floor samples - broken or distressed merchandise - or out of season items
the more audience attention
Clearance advertising (a special form of sale 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
Unaided Recall

46. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Consumer-Oriented Sales Promotions (Consumer Promotions)
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
Jury Tests
Local Advertisers

47. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Theater Tests
Advocacy
Message development - You must create a message that gets into the minds of the consumer and target audience
Brand loyalty

48. Merchandise offered free or at a significant discount.
Continuous (Steady) Schedule
Premiums
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
funny ads - but not always for the right reasons

49. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Publicity Tools
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
Reminder
Frequency

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