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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. People we try to emulate or whose approval concerns us
Clearance advertising (a special form of sale advertising)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Reference groups
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

2. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
CPM-TM
Participants in the marketing process
Regular price-line advertising

3. The cost of reaching 1 - 000 individuals or households with the advertising message.
Positively originated (transformational) motives
Unaided Recall
Brand interest
Cost per Thousand (CPM)

4. Joining together in a consistent manner everything that communicates with customers
Participants in the marketing process
Ad research
Segmenting
Integrated Marketing Communications

5. The percentage of households in a market that are tuned to a particular TV/radio show.
Regular price-line advertising
Inquiry Tests
Clearance advertising (a special form of sale advertising)
Rating

6. Advertisements focused on selling a product or service
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Media class
Cooperative
Product Advertisements

7. Changing behavior by inducing anxiety
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
audience - ad message itself - communications media - and the product concept
Frequency

8. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Exchange
International Media
Vertical cooperative advertising

9. Forms of Institutional Advertisements
Portfolio Tests
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Media vehicle
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

10. What are the types of Formatting the Body Copy?
Rating
Case Allowance
Ones with fewer words
Lead in paragraphs - interior paragraphs - trial close - and close

11. 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.
Deals
Allowances and Discounts
Permission-Based Advertising
STP Marketing (Segmenting - Targeting - Positioning)

12. 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.
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Attitude Tests
Point-of-Purchase Displays
Sales 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.
Forgetting Rate
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Integrated Marketing Communications
Pulse (Burst) Schedule

14. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Institutional Advertisements
Print Media
Comparative

15. What does the layout of an ad consist of?
Product Advertisements
Classified Advertising
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
CPM

16. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Rating
Purchase Frequency
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
Lead in paragraphs - interior paragraphs - trial close - and close

17. Visualization/conceptualization
creating a picture of the concept they want to convey
Recency planning
the more audience attention
Regular price-line advertising

18. Advertising showing one brand's strengths relative to its competitors.
Comparative
Brand interest
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Transit Advertising

19. Reach (% of total market) x Frequency
Gross Ratings Points (GRPs)
Classified Advertising
Advocacy
Product Advertisements

20. Ads in magazines can be strategically placed in these places...
Unaided Recall
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
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
bleed pages - inserts - covers - front - inside front - inside back - and outside back

21. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Regular price-line advertising
Institutional Advertisements
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Post-Tests

22. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
Premiums
Positively originated (transformational) motives

23. Cost of media buy/targeted audienceX1 - 000
Aided Recall
Pioneering
CPM-TM
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

24. Types of audience resonance

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25. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Segmenting
Cooperative Advertising
creating a picture of the concept they want to convey
Frequently use the word 'you'

26. Common Advertising Appeals
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Place-Based Media
Samples
Exchange

27. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Sales Advertising
Brand interest
Coupons
CB - The Consumer Decision Process

28. Content advertising
Aided Recall
Inquiry Tests
Point-of-Purchase Displays
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

29. They use Retail Advertising because retail stores account for so much of the market
Sales Tests
Ad research
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Local Advertisers

30. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Sales Advertising
Negatively originated (informational) motives
Foreign Media
Purposes of Marketing research

31. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CPM
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
Lead in paragraphs - interior paragraphs - trial close - and close
Opinion leaders

32. 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.
Purchase Frequency
Jury Tests
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
Permission-Based Advertising

33. What are the types of subheads?
kickers - boldface and italics
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
Cooperative
CPM

34. The speed which buyers forget the brand if advertising is not seen.
Reach
Interpersonal influences on consumer behavior
Forgetting Rate
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

35. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Functional needs
Post-Tests
Aided Recall
Media class

36. 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
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Electronic Media
Reach
Cost per Thousand (CPM)

37. The average number of times a person in the target audience is exposed to an ad.
Perception
Forgetting Rate
Media class
Frequency

38. Is our acquired mental position regarding some idea or object
kickers - boldface and italics
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Reach
Attitudes

39. Factors of Scheduling Advertising
Forgetting Rate
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Outdoor Advertising (Billboard)

40. Merchandise offered free or at a significant discount.
Ones with fewer words
Premiums
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
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder

41. Three Approaches to Setting Advertising Schedules
In-House Agencies
Competitive Institutional
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Product Advertising

42. Approaches to Post-Testing
Sales Tests
Brand interest
Advocacy
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

43. Tests used to test ad alternatives.
Competitive
Portfolio Tests
Institutional Advertisements
Participants in the marketing process

44. Ads used for announcements about what a company is - what it can do - and where it is located.
Forgetting Rate
Pioneering Institutional
Samples
Foreign Media

45. Elements of an advertising message
audience - ad message itself - communications media - and the product concept
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
CPM-TM
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

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

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47. Made up of the company's own advertising staff. They may provide full services or limited services.
Post-Tests
Reference groups
In-House Agencies
Aided Recall

48. Broad category of media - such as television - radio or newspaper
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Reach
Media class
Transit Advertising (Bus - taxi - and subway advertising)

49. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
CPM-TM
Print Media
Permission-Based Advertising
Theater Tests

50. The number of different people or households exposed to an ad.
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Product Advertising
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