Test your basic knowledge |

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. Ads used for announcements about what a company is - what it can do - and where it is located.
Clearance advertising (a special form of sale advertising)
Brand loyalty
Pioneering Institutional
funny ads - but not always for the right reasons

2. Time - place of sale - environment
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Samples
Message development - You must create a message that gets into the minds of the consumer and target audience
Nonpersonal influences on consumer behavior

3. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Finance Allowance
Pretests
Pioneering

4. Information gathered about a particular market or market segment
Market research
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
BDI (Brand development index)
Continuous (Steady) Schedule

5. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Purposes of Marketing research
BDI (Brand development index)

6. Stages of ad development
Competitive Institutional
Negatively originated (informational) motives
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
thumbnails - roughs - dummies - comprehensives (elaborate draft)

7. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Exchange
Reminder Institutional
Publicity Tools
Aided Recall

8. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuous (Steady) Schedule
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
Transit Advertising
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

9. Changing behavior by inducing anxiety
Local Advertisers
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
Limited-Service Agency
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

10. Reach (% of total market) x Frequency
Reference groups
Perception
Gross Ratings Points (GRPs)
Classified Advertising

11. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Contests
creating a picture of the concept they want to convey
International Media
Continuity

12. Offering the product free or at a greatly reduced price.
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Samples
Continuous (Steady) Schedule

13. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Point-of-Purchase Displays
Full-Service Agency
Publicity Tools

14. Ads that state the position of a company on an issue.
Product Placement
Cost per Thousand (CPM)
Product Advertising
Advocacy

15. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
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
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
Recency planning

16. What are the standard subjects for ad visuals?
Cost per Thousand (CPM)
funny ads - but not always for the right reasons
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
Sweepstakes

17. Merchandise offered free or at a significant discount.
Segmenting
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Pulse (Burst) Schedule
Premiums

18. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Marketing research
CPM
Pioneering
Media vehicle

19. Refers to the total number of different people or households exposed - at least once - to a medium in a certain amount of time - and effective reach is the quality of that exposure
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Reach
Pulse (Burst) Schedule

20. Offers the return of money based on proof of purchase.
Functional needs
Rebates
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Rating

21. Promotes a specific product or service and stimulates short term action while building awareness of the business
Product Advertising
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
Purposes of Marketing research
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

22. Advertising used to reinforce previous knowledge of a product.
Publicity Tools
Reminder
Brand loyalty
Institutional Advertising

23. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
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
Institutional Advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Full-Service Agency

24. Define the brand image
In-House Agencies
Ones with fewer words
Rich Media
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

25. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
International Media
Finance Allowance
Continuous (Steady) Schedule
Integrated Marketing Communications

26. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Classified Advertising
Sounds that are familiar
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Full-Service Agency

27. People we try to emulate or whose approval concerns us
Reference groups
Inquiry Tests
Advocacy
Digital Interactive Media

28. Is an individual's openness or curiosity about a brand
Digital Interactive Media
Point-of-Purchase Displays
Brand interest
Buyer Turnover

29. The percentage of households in a market that are tuned to a particular TV/radio show.
Rossiter & Percy's Fundamental Motives
Exchange
Rating
Point-of-Purchase Displays

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

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

31. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Foreign Media
cognitive dissonance
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

32. Types of Advertisements
Vertical cooperative advertising
Horizontal cooperative advertising
1. Product Advertisements 2. Institutional Advertisements
Advocacy

33. Three Common Trade-Oriented Sales Promotions (Trade Promotions)

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

34. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Product Advertising
STP Marketing (Segmenting - Targeting - Positioning)
Pulse (Burst) Schedule
Publicity Tools

35. 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.
Print Media
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
Point-of-Purchase Displays
Sweepstakes

36. Duration of an advertising message or campaign over a given period of time - sustains memory
Sounds that are familiar
Perception
BDI (Brand development index)
Continuity

37. Advertisements focused on selling a product or service
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
cognitive dissonance
Marketing research
Product Advertisements

38. Approaches to Post-Testing
Market research
STP Marketing (Segmenting - Targeting - Positioning)
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Pioneering Institutional

39. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Recency planning
funny ads - but not always for the right reasons
1. Product Advertisements 2. Institutional Advertisements
Coupons

40. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Reminder Institutional
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
Foreign Media
Vertical cooperative advertising

41. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Exchange
Comparative
Ones with fewer words
Habits

42. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Outdoor Advertising (Billboard)
Post-Tests
funny ads - but not always for the right reasons
Transit Advertising

43. 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
Positively originated (transformational) motives
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Frequency
Cooperative Advertising

44. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Frequency
Jury Tests
Product Placement
Reach

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

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

46. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
In-House Agencies
Horizontal cooperative advertising
Print Media
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

47. They use Retail Advertising because retail stores account for so much of the market
Purposes of Marketing research
Local Advertisers
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
Segmenting

48. Broad category of media - such as television - radio or newspaper
Media class
Marketing research
Aided Recall
Cooperative

49. Tests used to test ad alternatives.
Pioneering Institutional
Sales Advertising
Utility
Portfolio Tests

50. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Habits
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Institutional Advertisements
Opinion leaders