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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. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Transit Advertising (Bus - taxi - and subway advertising)
Buyer Turnover
Pioneering Institutional
Pioneering

2. Ads that simply bring the company's name to the attention of its target market again.
Local Advertisers
Exchange
Foreign Media
Reminder Institutional

3. Types of Advertisements
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Product Advertising
1. Product Advertisements 2. Institutional Advertisements

4. Where is the advertising and brand battle won or lost?
creating a picture of the concept they want to convey
Message development - You must create a message that gets into the minds of the consumer and target audience
Full-Service Agency
CPM

5. 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.
Full-Service Agency
Attitude Tests
STP Marketing (Segmenting - Targeting - Positioning)
BDI (Brand development index)

6. Interactive online advertising.
Reach
Rich Media
Institutional Advertisements
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

7. Time - place of sale - environment
Functions of Marketing research
Habits
Regular price-line advertising
Nonpersonal influences on consumer behavior

8. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Inquiry 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
Opinion leaders

9. Tests used to test ad alternatives.
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)
Portfolio Tests
Sales Tests
Consumer-Oriented Sales Promotions (Consumer Promotions)

10. Studies such as controlled experiments and consumer purchase tests.
Buyer Turnover
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
Sales Tests
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. Party Responsible for Carrying Out Advertising Program
Message development - You must create a message that gets into the minds of the consumer and target audience
Segmenting
Deals
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

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

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13. Advertisements that tell people what a product is - what it can do - and where it can be found.
Forgetting Rate
Competitive
Pioneering
Competitive Institutional

14. What are the principles of design?
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
Ones with fewer words
Cooperative Advertising
Coupons

15. Elements of an advertising message
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
creating a picture of the concept they want to convey
audience - ad message itself - communications media - and the product concept
Reference groups

16. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Brand loyalty
Attitude Tests
Limited-Service Agency
Frequency

17. 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
Advocacy
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Electronic Media
CPM-TM

18. The percentage of households in a market that are tuned to a particular TV/radio show.
Local Advertisers
CB - The Consumer Decision Process
Rating
Segmenting

19. Made up of the company's own advertising staff. They may provide full services or limited services.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales 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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
In-House Agencies

20. Affective Association

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21. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
Attitudes
Merchandise Allowance
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

22. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Reminder Institutional
Allowances and Discounts
Product Advertisements
Opinion leaders

23. Advertising that promotes a specific brand's features and benefits.
Competitive
Pulse (Burst) Schedule
Portfolio Tests
Media class

24. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
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
Purposes of Marketing research
Trade-Oriented Sales Promotions (Trade Promotions)
cognitive dissonance

25. Stages of ad development
Horizontal cooperative advertising
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
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Frequency

26. Reach (% of total market) x Frequency
Product Advertising
Gross Ratings Points (GRPs)
Cooperative Advertising
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

27. Common Advertising Appeals
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Regular price-line advertising
Institutional Advertisements
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

28. Advertisements focused on selling a product or service
Rating
Product Advertisements
Institutional Advertisements
Continuity

29. What are the types of subheads?
kickers - boldface and italics
Pretests
Competitive
Institutional Advertising

30. What are the kinds of copy you can have in an ad?
Media vehicle
Habits
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Brand interest

31. Types of audience resonance

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32. Is our acquired mental position regarding some idea or object
Frequency
Institutional Advertisements
Comparative
Attitudes

33. Advertising used to reinforce previous knowledge of a product.
Frequently use the word 'you'
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
Reminder
Rebates

34. Forms of Institutional Advertisements
Functional needs
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
audience - ad message itself - communications media - and the product concept
Foreign Media

35. Displays that take the form of an advertising sign in high traffic areas of store aisles.
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
Point-of-Purchase Displays
Frequency
Theater Tests

36. Information gathered about a particular market or market segment
Purposes of Marketing research
Market research
Sounds that are familiar
Deals

37. 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.
Inquiry Tests
Rossiter & Percy's Fundamental Motives
Functional needs
Frequently use the word 'you'

38. The moment someone recognizes a need or want that might be satisfied by. 1.Need Recognition 2.Search Information and Alternative Evaluation 3. Purchase 4.Post-purchase use and evaluation
Samples
CB - The Consumer Decision Process
Limited-Service Agency
Vertical cooperative advertising

39. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Post-Tests
Segmenting
Interpersonal influences on consumer behavior
Samples

40. Broad category of media - such as television - radio or newspaper
Deals
Competitive Institutional
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Media class

41. What are the positives to newspapers as a form of mass media?
Exchange
Finance Allowance
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. Building Long-Term Relationships with Promotion 2. Self-Regulation

42. A positive bonus is promised rather than the removal or reduction of some negative situation. The 3 positively originated motives- sensory gratification - intellectual stimulation - & social approval
Point-of-Purchase Displays
Positively originated (transformational) motives
Publicity Tools
Transit Advertising (Bus - taxi - and subway advertising)

43. The average number of times a person in the target audience is exposed to an ad.
Frequently use the word 'you'
Frequency
Frequency
Digital Interactive Media

44. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Foreign Media
Ad research
Continuous (Steady) Schedule

45. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Finance Allowance
CPM
Point-of-Purchase Displays
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

46. Duration of an advertising message or campaign over a given period of time - sustains memory
Horizontal cooperative advertising
Advocacy
Continuity
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

47. Questions such as "What ads do you remember watching yesterday?" is asked of respondents without any prompting to determine whether they saw or heard advertising messages.
Unaided Recall
Cost per Thousand (CPM)
Forgetting Rate
Digital Interactive Media

48. The speed which buyers forget the brand if advertising is not seen.
Frequently use the word 'you'
Samples
Ad research
Forgetting Rate

49. Joining together in a consistent manner everything that communicates with customers
Integrated Marketing Communications
Rating
audience - ad message itself - communications media - and the product concept
Maslow's hierarchy of needs theory of motivation based on unmet human needs

50. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Cooperative Advertising
Reminder Institutional
audience - ad message itself - communications media - and the product concept
Theater Tests