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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. Ads in magazines can be strategically placed in these places...
Media class
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Vertical cooperative advertising
Premiums

2. Merchandise offered free or at a significant discount.
Competitive
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Premiums
BDI (Brand development index)

3. Advertising used to reinforce previous knowledge of a product.
Frequently use the word 'you'
Reminder
Market research
Reference groups

4. The speed which buyers forget the brand if advertising is not seen.
Frequency
Ones with fewer words
CB - The Consumer Decision Process
Forgetting Rate

5. Where is the advertising and brand battle won or lost?
STP Marketing (Segmenting - Targeting - Positioning)
Sales Advertising
Product Advertising
Message development - You must create a message that gets into the minds of the consumer and target audience

6. Changing behavior by inducing anxiety
Permission-Based Advertising
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
Purchase Frequency
Reminder Institutional

7. Time - place of sale - environment
Samples
Nonpersonal influences on consumer behavior
Brand loyalty
Pulse (Burst) Schedule

8. Advertisements focused on selling a product or service
Recency planning
Horizontal cooperative advertising
Product Advertisements
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

9. Some methods for scheduling media
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Functions of Marketing research
Case Allowance

10. Duration of an advertising message or campaign over a given period of time - sustains memory
Outdoor Advertising (Billboard)
CB - The Consumer Decision Process
Continuity
Direct Mail Advertising

11. What kinds of ads resonate more?
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)
Ones with fewer words
Pretests
BDI (Brand development index)

12. Three Common Discounts and Allowances
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. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Product Advertisements
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

13. Types of audience resonance

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14. Approaches to Post-Testing
Full-Service Agency
Flighting (Intermittent) Schedule
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

15. Reach (% of total market) x Frequency
Purposes of Marketing research
Gross Ratings Points (GRPs)
Competitive
Loyalty Programs

16. Advertising showing one brand's strengths relative to its competitors.
Comparative
Merchandise Allowance
Functional needs
Sales Advertising

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

18. Ads that simply bring the company's name to the attention of its target market again.
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
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Inquiry Tests
Reminder Institutional

19. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Merchandise Allowance
Point-of-Purchase Displays
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Message development - You must create a message that gets into the minds of the consumer and target audience

20. Define the brand image
Purchase Frequency
Full-Service Agency
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

21. Information gathered about a particular market or market segment
Transit Advertising
Regular price-line advertising
Contests
Market research

22. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Brand loyalty
Message development - You must create a message that gets into the minds of the consumer and target audience
International Media
Ad research

23. Broad category of media - such as television - radio or newspaper
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
Continuous (Steady) Schedule
Publicity Tools
Media class

24. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Transit Advertising (Bus - taxi - and subway advertising)
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Utility
Merchandise Allowance

25. Value of Promotion
Segmenting
Samples
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Habits

26. What are the types of Formatting the Body Copy?
Sales Advertising
Segmenting
Lead in paragraphs - interior paragraphs - trial close - and close
Digital Interactive Media

27. Customer's perception of product/service; sometimes advertisers need to change those perceptions. As well as seller's perception of customer's needs - wants - objectives.
Digital Interactive Media
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Perception
Point-of-Purchase Displays

28. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Vertical cooperative advertising
Media vehicle
Product Advertisements

29. 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.
Attitude Tests
Post-Tests
Functional needs
Rating

30. Party Responsible for Carrying Out Advertising Program
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Permission-Based Advertising
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Point-of-Purchase Displays

31. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Sales 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)
Continuity
Continuous (Steady) Schedule

32. The feelings of doubt and concern after a purchase is made. dissonance increases when: (1) the purchase price is high (2) there are many close alternatives (3) the item is intangible (4) the purchase is important (5) the item purchased lasts a long
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
In-House Agencies
cognitive dissonance
Trade-Oriented Sales Promotions (Trade Promotions)

33. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
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
CPM
Permission-Based 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

34. 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
Flighting (Intermittent) Schedule
In-House Agencies
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Negatively originated (informational) motives

35. How often new buyers enter the market to buy the product.
Premiums
Buyer Turnover
Point-of-Purchase Displays
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

36. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
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
Competitive Institutional
Product Placement
Sounds that are familiar

37. Cost of media buy/targeted audienceX1 - 000
Vertical cooperative advertising
CPM-TM
Theater 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

38. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Product Advertisements
Publicity Tools
Flighting (Intermittent) Schedule
Foreign Media

39. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
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)
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Cooperative Advertising
Horizontal cooperative advertising

40. What kind of ads are most often remembered?
Rossiter & Percy's Fundamental Motives
funny ads - but not always for the right reasons
Jury 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

41. 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
Brand loyalty
Trade-Oriented Sales Promotions (Trade Promotions)
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Positively originated (transformational) motives

42. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Rich Media
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Ones with fewer words
Opinion leaders

43. Interactive online 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
Publicity Tools
Pioneering Institutional
Rich Media

44. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Clearance advertising (a special form of sale advertising)
Exchange
International Media
Coupons

45. 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
Reminder
Theater Tests
BDI (Brand development index)
Transit Advertising (Bus - taxi - and subway advertising)

46. Made up of the company's own advertising staff. They may provide full services or limited services.
Classified Advertising
Portfolio Tests
In-House Agencies
Sweepstakes

47. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cost per Thousand (CPM)
Reminder
Ad research
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

48. Affective Association

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49. The number of different people or households exposed to an ad.
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
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Reach
thumbnails - roughs - dummies - comprehensives (elaborate draft)

50. Influencing the brand choice of consumers who are 'ready to buy'
Cooperative
Recency planning
Participants in the marketing process
Marketing research