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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. 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.
1. Product Advertisements 2. Institutional Advertisements
Frequency
Sweepstakes
Full-Service Agency

2. They use Retail Advertising because retail stores account for so much of the market
Reachxfrequency
Local Advertisers
Buyer Turnover
Full-Service Agency

3. Advertising showing one brand's strengths relative to its competitors.
Comparative
Functions of Marketing research
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
funny ads - but not always for the right reasons

4. The manufacturer provides the complete ads & shares the cost of the advertising time or space
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Digital Interactive Media
Vertical cooperative advertising
Coupons

5. Ads that simply bring the company's name to the attention of its target market again.
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Place-Based Media
Reminder Institutional
CB - The Consumer Decision Process

6. What kinds of ads resonate more?
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Ones with fewer words
Place-Based Media

7. Persuade the customer
Limited-Service Agency
Allowances and Discounts
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
Coupons

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

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9. Gross rating points =
Rich Media
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
Foreign Media
Reachxfrequency

10. Factors of Scheduling Advertising
Pretests
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Perception
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

11. 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.
Reach
Reachxfrequency
Product Placement
Pretests

12. Types of Advertisements
1. Product Advertisements 2. Institutional Advertisements
Institutional Advertisements
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Post-Tests

13. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
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
Attitude Tests
Pulse (Burst) Schedule
Exchange

14. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
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
Rich Media
Participants in the marketing process

15. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Premiums
Interpersonal influences on consumer behavior
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Direct Mail Advertising

16. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Jury Tests
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
International Media

17. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Market research
the more audience attention
Integrated Marketing Communications
Publicity Tools

18. Offering the product free or at a greatly reduced price.
Samples
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
Attitudes
Aided Recall

19. 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.
Post-Tests
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
Inquiry Tests
STP Marketing (Segmenting - Targeting - Positioning)

20. The greater size of an ad illustration...
Allowances and Discounts
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
Full-Service Agency
the more audience attention

21. Time - place of sale - environment
Nonpersonal influences on consumer behavior
BDI (Brand development index)
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Permission-Based Advertising

22. What are the positives to newspapers as a form of mass media?
audience - ad message itself - communications media - and the product concept
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
Cost per Thousand (CPM)
Frequency

23. Forms of Institutional Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Message development - You must create a message that gets into the minds of the consumer and target audience
Limited-Service Agency
audience - ad message itself - communications media - and the product concept

24. Three Approaches to Setting Advertising Schedules
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. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. 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
Portfolio Tests

25. Consumer needs - product development - assess effectiveness - financial planning and quality control
creating a picture of the concept they want to convey
Merchandise Allowance
Loyalty Programs
Functions of Marketing research

26. Tests used to test ad alternatives.
Rating
Portfolio Tests
Purchase Frequency
Ad research

27. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Advocacy
Institutional Advertisements
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Rating

28. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cost per Thousand (CPM)
Portfolio Tests
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
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

29. People we try to emulate or whose approval concerns us
Positively originated (transformational) motives
Reference groups
Electronic Media
Perception

30. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Product Placement
Gross Ratings Points (GRPs)
Rating
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

31. 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
Portfolio Tests
Marketing research
Nonpersonal influences on consumer behavior
Negatively originated (informational) motives

32. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Forgetting Rate
Full-Service Agency
Trade-Oriented Sales Promotions (Trade Promotions)

33. Party Responsible for Carrying Out Advertising Program
Allowances and Discounts
Foreign Media
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

34. 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
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
Message development - You must create a message that gets into the minds of the consumer and target audience
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)

35. Ads that state the position of a company on an issue.
Ones with fewer words
audience - ad message itself - communications media - and the product concept
Product Advertising
Advocacy

36. The average number of times a person in the target audience is exposed to an ad.
Frequency
Deals
Finance Allowance
Direct Mail Advertising

37. Is an individual's openness or curiosity about a brand
kickers - boldface and italics
Place-Based Media
Brand interest
Flighting (Intermittent) Schedule

38. Three Common Discounts and Allowances
Electronic Media
Media vehicle
Habits
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

39. The number of different people or households exposed to an ad.
the more audience attention
Jury Tests
Merchandise Allowance
Reach

40. Types of Publicity Tools
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Product Placement
funny ads - but not always for the right reasons
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

41. Stages of ad development
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Case Allowance
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Transit Advertising

42. Advertising used to reinforce previous knowledge of a product.
Reminder
Purchase Frequency
Pioneering
Outdoor Advertising (Billboard)

43. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Ad research
Exchange
Habits
Post-Tests

44. Ads in magazines can be strategically placed in these places...
Print Media
Direct Mail Advertising
Attitudes
bleed pages - inserts - covers - front - inside front - inside back - and outside back

45. Is the products ability to satisfy both functional needs & symbolic wants
Point-of-Purchase Displays
Utility
Sales Tests
audience - ad message itself - communications media - and the product concept

46. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Message development - You must create a message that gets into the minds of the consumer and target audience
Rating
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Exchange

47. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Digital Interactive Media
Post-Tests
Foreign Media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

48. Markets are segmented - products are positioned
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
audience - ad message itself - communications media - and the product concept
Opinion leaders
Segmenting

49. Simply the percentage of homes exposed to an advertising media
Negatively originated (informational) motives
Rating
Digital Interactive Media
Functions of Marketing research

50. Link key attributes to the brand name
Sales 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
International Media
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