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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. Simply the percentage of homes exposed to an advertising media
Print Media
Theater Tests
Rating
Case Allowance

2. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Finance Allowance
Functions of Marketing research
Segmenting
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

3. Affective Association

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4. Made up of the company's own advertising staff. They may provide full services or limited services.
In-House Agencies
Digital Interactive Media
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Transit Advertising (Bus - taxi - and subway advertising)

5. Cost of media buy/targeted audienceX1 - 000
Reach
Unaided Recall
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
CPM-TM

6. Allow the audience to participate actively & immediately
Marketing research
Digital Interactive Media
Rating
Media class

7. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
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
Cooperative Advertising
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

8. Forms of Product Advertising
Reachxfrequency
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
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
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

9. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Participants in the marketing process
Opinion leaders
Competitive
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

10. Form - task - possession - time - place utility
audience - ad message itself - communications media - and the product concept
Functional needs
Competitive
Post-Tests

11. Gathering - recording - and analyzing new information to help managers make marketing decisions
Direct Mail Advertising
Marketing research
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Finance Allowance

12. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
CPM
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Loyalty Programs
Rich Media

13. 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
Market research
STP Marketing (Segmenting - Targeting - Positioning)
CB - The Consumer Decision Process
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

14. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
the more audience attention
Regular price-line advertising
Institutional Advertisements

15. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Horizontal cooperative advertising
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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
Print Media

16. What kinds of ads resonate more?
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
Rebates
Negatively originated (informational) motives
Ones with fewer words

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

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18. Gross rating points =
Reachxfrequency
Digital Interactive Media
Nonpersonal influences on consumer behavior
Product Advertisements

19. Promotes a specific product or service and stimulates short term action while building awareness of the business
Premiums
Horizontal cooperative advertising
Product Advertising
STP Marketing (Segmenting - Targeting - Positioning)

20. Offers the return of money based on proof of purchase.
Cost per Thousand (CPM)
creating a picture of the concept they want to convey
Horizontal cooperative advertising
Rebates

21. Some methods for scheduling media
Recency planning
Perception
Pioneering
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

22. Types of Advertisements
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. Product Advertisements 2. Institutional Advertisements
Regular price-line advertising
Rebates

23. 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.
Inquiry Tests
Sales Advertising
Publicity Tools
Sweepstakes

24. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
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)
STP Marketing (Segmenting - Targeting - Positioning)
Direct Mail Advertising
Opinion leaders

25. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Pretests
Contests
Frequency
Trade-Oriented Sales Promotions (Trade Promotions)

26. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Nonpersonal influences on consumer behavior
Advocacy
Participants in the marketing process
Brand loyalty

27. Promote brand recall
Market research
CB - The Consumer Decision Process
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
STP Marketing (Segmenting - Targeting - Positioning)

28. Three Approaches to Setting Advertising Schedules
Local Advertisers
Clearance advertising (a special form of sale advertising)
Segmenting
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

29. The more frequently a product is purchased - the less repetition is required.
Rating
Purchase Frequency
Message development - You must create a message that gets into the minds of the consumer and target audience
Vertical cooperative advertising

30. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Sounds that are familiar
cognitive dissonance
Merchandise Allowance
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

31. Stages of ad development
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Rating
Limited-Service Agency
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

32. Transform consumption experience
Attitude Tests
Ones with fewer words
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
Competitive Institutional

33. 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.
Cost per Thousand (CPM)
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Attitude Tests
creating a picture of the concept they want to convey

34. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuous (Steady) Schedule
Utility
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Brand loyalty

35. What are the types of Formatting the Body Copy?
Place-Based Media
Continuous (Steady) Schedule
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Lead in paragraphs - interior paragraphs - trial close - and close

36. They use Retail Advertising because retail stores account for so much of the market
Frequently use the word 'you'
Local Advertisers
Product Advertisements
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

37. Content advertising
Direct Mail Advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Habits
Case Allowance

38. Approaches to Post-Testing
Frequently use the word 'you'
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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

39. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Participants in the marketing process
Post-Tests
Ad research
Theater Tests

40. The number of different people or households exposed to an ad.
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Reach
Media class
Flighting (Intermittent) Schedule

41. 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
Clearance advertising (a special form of sale advertising)
Allowances and Discounts
Electronic Media
Direct Mail Advertising

42. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Cooperative Advertising
Buyer Turnover
Product Placement
Pulse (Burst) Schedule

43. Interactive online advertising.
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)
audience - ad message itself - communications media - and the product concept
Rich Media
Contests

44. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Deals
Reminder

45. What are the positives to newspapers as a form of mass media?
Continuous (Steady) Schedule
creating a picture of the concept they want to convey
Deals
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

46. Scare the consumer into action
Interpersonal influences on consumer behavior
Utility
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)
Pioneering Institutional

47. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Publicity Tools
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
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. Offering the product free or at a greatly reduced price.
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
audience - ad message itself - communications media - and the product concept
Samples
Frequently use the word 'you'

49. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Electronic Media
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Opinion leaders
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

50. A discount on each case ordered during a specific time period.
Point-of-Purchase Displays
Purposes of Marketing research
Rating
Case Allowance