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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. Placing items on sale and offering two-for-one specials of other deals
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
CPM-TM
Sales Advertising

2. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Trade-Oriented Sales Promotions (Trade Promotions)
Competitive Institutional
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
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

3. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pioneering
Product Placement
Local Advertisers
Recency planning

4. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
kickers - boldface and italics
Continuity
Local Advertisers
Pulse (Burst) Schedule

5. Promote brand recall
Competitive Institutional
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Place-Based Media
Unaided Recall

6. Transform consumption experience
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
Reach
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
Loyalty Programs

7. Three Common Discounts and Allowances
Cooperative
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Nonpersonal influences on consumer behavior
Functions of Marketing research

8. What do the most effective radio commercials use?
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Interpersonal influences on consumer behavior
Brand loyalty
Sounds that are familiar

9. Family - society - reference groups - opinion leaders
kickers - boldface and italics
Interpersonal influences on consumer behavior
1. Product Advertisements 2. Institutional Advertisements
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)

10. 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
Sweepstakes
Attitudes
Premiums

11. What does the layout of an ad consist of?
BDI (Brand development index)
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Rating
Reach

12. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
STP Marketing (Segmenting - Targeting - Positioning)
Message development - You must create a message that gets into the minds of the consumer and target audience
Cooperative

13. Where is the advertising and brand battle won or lost?
Deals
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
Message development - You must create a message that gets into the minds of the consumer and target audience
Print Media

14. What kinds of ads resonate more?
Competitive Institutional
Ones with fewer words
BDI (Brand development index)
Purposes of Marketing research

15. Is our acquired mental position regarding some idea or object
Attitudes
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Lead in paragraphs - interior paragraphs - trial close - and close
Publicity Tools

16. Offering the product free or at a greatly reduced price.
Reminder Institutional
Samples
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
cognitive dissonance

17. Advertising that promotes a specific brand's features and benefits.
Horizontal cooperative advertising
Segmenting
Competitive
Limited-Service Agency

18. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
CB - The Consumer Decision Process
Contests
Reachxfrequency

19. What are the positives to newspapers as a form of mass media?
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. 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
Transit Advertising
Transit Advertising (Bus - taxi - and subway advertising)

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

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21. What are the standard subjects for ad visuals?
Ones with fewer words
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
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

22. Offers the return of money based on proof of purchase.
the more audience attention
Rebates
Functions of Marketing research
Forgetting Rate

23. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Perception
Reference groups
Habits
In-House Agencies

24. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Transit Advertising
Permission-Based Advertising
STP Marketing (Segmenting - Targeting - Positioning)

25. Reimbursing a retailer for extra in-store support or special featuring of the brand.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Place-Based Media
Habits
Merchandise Allowance

26. Some methods for scheduling media
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
funny ads - but not always for the right reasons
Direct Mail Advertising

27. The percentage of households in a market that are tuned to a particular TV/radio show.
Jury Tests
Outdoor Advertising (Billboard)
Rating
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

28. Value of Promotion
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Reach
CPM

29. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Post-Tests

30. Evaluation process conducted before the ads are in place to determine whether the ad communicates the intended message or to select among alternative versions of the ad.
Vertical cooperative 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)
Buyer Turnover
Pretests

31. How often new buyers enter the market to buy the product.
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
Buyer Turnover
Utility
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. Made up of the company's own advertising staff. They may provide full services or limited services.
In-House Agencies
Advocacy
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Reminder

33. 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.
Comparative
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Product Advertising
Unaided Recall

34. Types of Advertisements
Publicity Tools
1. Product Advertisements 2. Institutional Advertisements
Attitude Tests
Negatively originated (informational) motives

35. What are the function of headlines?
Rating
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)
Transit Advertising

36. Types of Publicity Tools
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Vertical cooperative advertising
Exchange
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

37. The greater size of an ad illustration...
the more audience attention
Sales Tests
Allowances and Discounts
Publicity Tools

38. What are the types of subheads?
Rebates
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
kickers - boldface and italics
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

39. Content advertising
Reach
Utility
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Interpersonal influences on consumer behavior

40. Gross rating points =
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Utility
Post-Tests
Reachxfrequency

41. The average number of times a person in the target audience is exposed to an ad.
Pretests
Frequency
audience - ad message itself - communications media - and the product concept
Participants in the marketing process

42. Approaches to Post-Testing
Rossiter & Percy's Fundamental Motives
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
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. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

43. Consumer needs - product development - assess effectiveness - financial planning and quality control
Reminder
Competitive Institutional
Functions of Marketing research
Electronic Media

44. 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.
Negatively originated (informational) motives
Sweepstakes
Consumer-Oriented Sales Promotions (Consumer Promotions)
Horizontal cooperative advertising

45. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Reach
Utility
Product Placement
Continuity

46. People we try to emulate or whose approval concerns us
Limited-Service Agency
Reference groups
Theater Tests
Pulse (Burst) Schedule

47. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Transit Advertising (Bus - taxi - and subway advertising)
Rossiter & Percy's Fundamental Motives
Reach
Inquiry Tests

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

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49. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Utility
Regular price-line advertising
Reachxfrequency
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

50. Elements of an advertising message
audience - ad message itself - communications media - and the product concept
Aided Recall
Unaided Recall
Theater Tests