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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 the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Gross Ratings Points (GRPs)
Brand loyalty
cognitive dissonance

2. The average number of times a person in the target audience is exposed to an ad.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Frequency
Cooperative
Reminder

3. Scare the consumer into action
Sales Advertising
Consumer-Oriented Sales Promotions (Consumer Promotions)
Media class
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)

4. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Reachxfrequency
Product Placement
Horizontal cooperative advertising
Reminder

5. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Positively originated (transformational) motives
Ad research
Theater Tests
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

6. Affective Association

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7. Approaches to Post-Testing
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Advocacy
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
bleed pages - inserts - covers - front - inside front - inside back - and outside back

8. Stages of ad development
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Nonpersonal influences on consumer behavior
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
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

9. 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.
CB - The Consumer Decision Process
Ones with fewer words
Sweepstakes
Rating

10. Promote brand recall
Trade-Oriented Sales Promotions (Trade Promotions)
Transit Advertising
Habits
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

11. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Positively originated (transformational) motives
In-House Agencies
Product Advertising
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

12. Where is the advertising and brand battle won or lost?
Foreign Media
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
Continuity

13. A discount on each case ordered during a specific time period.
Lead in paragraphs - interior paragraphs - trial close - and close
Place-Based Media
Limited-Service Agency
Case Allowance

14. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Allowances and Discounts
CPM-TM
Pulse (Burst) Schedule
Loyalty Programs

15. Informs consumers about services or merchandise offered at regular prices
Regular price-line advertising
Sounds that are familiar
Utility
Negatively originated (informational) motives

16. Cost of media buy/targeted audienceX1 - 000
CPM-TM
Reminder
Media vehicle
Premiums

17. Merchandise offered free or at a significant discount.
Premiums
Habits
Product Advertising
Post-Tests

18. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Reminder Institutional
Consumer-Oriented Sales Promotions (Consumer Promotions)
Frequency
Ones with fewer words

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

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20. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Post-Tests
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Sounds that are familiar
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

21. 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
CB - The Consumer Decision Process
Sweepstakes
Consumer-Oriented Sales Promotions (Consumer Promotions)
funny ads - but not always for the right reasons

22. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Recency planning
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)

23. Party Responsible for Carrying Out Advertising Program
Pioneering
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Vertical cooperative advertising
Theater Tests

24. What are the standard subjects for ad visuals?
Pioneering
Local Advertisers
Positively originated (transformational) motives
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

25. Studies such as controlled experiments and consumer purchase tests.
Post-Tests
Lead in paragraphs - interior paragraphs - trial close - and close
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Sales Tests

26. 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.
Institutional Advertisements
Unaided Recall
Flighting (Intermittent) Schedule
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

27. Interactive online advertising.
Rich Media
Media vehicle
Flighting (Intermittent) Schedule
Comparative

28. Is an individual's openness or curiosity about a brand
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
Institutional Advertisements
Rebates
Brand interest

29. Ads on the interior and exterior of busses - subways - and taxis.
Interpersonal influences on consumer behavior
Rating
Unaided Recall
Transit Advertising

30. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Cooperative Advertising
Perception
Frequency

31. Recruit new customers - retain current customers - and regain lost customers
CB - The Consumer Decision Process
Limited-Service Agency
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Purposes of Marketing research

32. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Trade-Oriented Sales Promotions (Trade Promotions)
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
Allowances and Discounts

33. What are the positives to newspapers as a form of mass media?
Electronic Media
Jury Tests
Exchange
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

34. 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.
Digital Interactive Media
Reference groups
Rating
Attitude Tests

35. Advertising used to reinforce previous knowledge of a product.
Reminder
the more audience attention
Portfolio Tests
Reference groups

36. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Functions of Marketing research
Direct Mail Advertising
Full-Service Agency
Continuous (Steady) Schedule

37. 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
Frequency
Reach
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Sales Advertising

38. Ads that state the position of a company on an issue.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Lead in paragraphs - interior paragraphs - trial close - and close
Advocacy
Jury Tests

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

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40. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Vertical cooperative advertising
Buyer Turnover
Regular price-line 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

41. 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.
Clearance advertising (a special form of sale advertising)
Electronic Media
Perception
CPM

42. Offering the product free or at a greatly reduced price.
the more audience attention
Utility
Competitive Institutional
Samples

43. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Competitive Institutional
Cooperative
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

44. Gross rating points =
Inquiry Tests
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Media vehicle
Reachxfrequency

45. Visualization/conceptualization
Functional needs
creating a picture of the concept they want to convey
Permission-Based Advertising
STP Marketing (Segmenting - Targeting - Positioning)

46. What kind of ads are most often remembered?
Rating
Pulse (Burst) Schedule
funny ads - but not always for the right reasons
Purposes of Marketing research

47. What do the most effective radio commercials use?
Sounds that are familiar
International Media
Case Allowance
BDI (Brand development index)

48. Link key attributes to the brand name
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
Case Allowance
Aided Recall
Interpersonal influences on consumer behavior

49. Situate the brand socially
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
Purchase Frequency
Positively originated (transformational) motives
Advocacy

50. Common Advertising Appeals
Attitude Tests
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Unaided Recall
Frequency