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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. Cost of media buy/targeted audienceX1 - 000
kickers - boldface and italics
Product Placement
CPM-TM
Rossiter & Percy's Fundamental Motives

2. Family - society - reference groups - opinion leaders
Reach
Interpersonal influences on consumer behavior
BDI (Brand development index)
Lead in paragraphs - interior paragraphs - trial close - and close

3. People we try to emulate or whose approval concerns us
In-House Agencies
Post-Tests
the more audience attention
Reference groups

4. Specializes in one aspect of the advertising process such as creative services to develop the advertising copy - buying previously un-purchased media - or providing internet services.
Rating
Limited-Service Agency
STP Marketing (Segmenting - Targeting - Positioning)
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)

5. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Institutional Advertisements
Permission-Based Advertising
Pioneering
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

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

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7. Gathering - recording - and analyzing new information to help managers make marketing decisions
Consumer-Oriented Sales Promotions (Consumer Promotions)
Transit Advertising (Bus - taxi - and subway advertising)
Marketing research
audience - ad message itself - communications media - and the product concept

8. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Finance Allowance
Frequency
Buyer Turnover
Regular price-line advertising

9. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Attitudes
Point-of-Purchase Displays
Premiums
Advocacy

10. Merchandise offered free or at a significant discount.
Finance Allowance
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Premiums
Functions of Marketing research

11. 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
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
Reach
Competitive Institutional
cognitive dissonance

12. Approaches to Post-Testing
Inquiry Tests
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Trade-Oriented Sales Promotions (Trade Promotions)
Pioneering Institutional

13. The number of different people or households exposed to an ad.
Cost per Thousand (CPM)
Limited-Service Agency
Direct Mail Advertising
Reach

14. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Comparative
Sales Tests
Full-Service Agency
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

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

16. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
bleed pages - inserts - covers - front - inside front - inside back - and outside back
CPM-TM
Cooperative
Frequency

17. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Purposes of Marketing research
CB - The Consumer Decision Process
Allowances and Discounts
Attitudes

18. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Rating
Unaided Recall
Aided Recall
Print Media

19. Interactive online advertising.
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
Rich Media
Institutional Advertisements
Place-Based Media

20. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Cooperative Advertising
Institutional Advertising
Sounds that are familiar

21. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Outdoor Advertising (Billboard)
Media vehicle
Exchange
Electronic Media

22. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Post-Tests
Rebates
Transit Advertising (Bus - taxi - and subway advertising)
Digital Interactive Media

23. Three Approaches to Setting Advertising Schedules
Nonpersonal influences on consumer behavior
Vertical cooperative advertising
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now

24. The average number of times a person in the target audience is exposed to an ad.
Frequency
BDI (Brand development index)
Participants in the marketing process
Point-of-Purchase Displays

25. What are the function of headlines?
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
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
Aided Recall
Cooperative

26. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Habits
Rating
Rich Media
Theater Tests

27. The manufacturer provides the complete ads & shares the cost of the advertising time or space
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Interpersonal influences on consumer behavior
Vertical cooperative advertising
Market research

28. Is the products ability to satisfy both functional needs & symbolic wants
STP Marketing (Segmenting - Targeting - Positioning)
Gross Ratings Points (GRPs)
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
Utility

29. What are the positives to newspapers as a form of mass media?
Rating
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
Permission-Based Advertising

30. A discount on each case ordered during a specific time period.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Reminder Institutional
Inquiry Tests
Case Allowance

31. What are the principles of design?
Competitive Institutional
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
Product Advertising
Regular price-line advertising

32. What are the types of headlines?
Theater Tests
Cooperative
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

33. Offering the product free or at a greatly reduced price.
Buyer Turnover
Samples
Segmenting
CPM

34. Form - task - possession - time - place utility
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Comparative
Functional needs
Interpersonal influences on consumer behavior

35. Some methods for scheduling media
Digital Interactive Media
Message development - You must create a message that gets into the minds of the consumer and target audience
Vertical cooperative advertising
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

36. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Trade-Oriented Sales Promotions (Trade Promotions)
Publicity Tools
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
Frequently use the word 'you'

37. 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
CPM-TM
Unaided Recall
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

38. 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.
STP Marketing (Segmenting - Targeting - Positioning)
Reach
Purchase Frequency
Perception

39. Types of Publicity Tools
Rating
Inquiry Tests
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)

40. What are the types of Formatting the Body Copy?
Frequency
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Local Advertisers
Lead in paragraphs - interior paragraphs - trial close - and close

41. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Permission-Based Advertising
International Media
audience - ad message itself - communications media - and the product concept
Reach

42. Offers the return of money based on proof of purchase.
Rebates
Perception
Product Advertisements
kickers - boldface and italics

43. Transform consumption experience
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Sales Tests
Direct Mail Advertising
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

44. Studies such as controlled experiments and consumer purchase tests.
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
Competitive Institutional
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Sales Tests

45. What kinds of ads resonate more?
Ones with fewer words
Sounds that are familiar
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
Comparative

46. Addition product information - product samples - or premiums are offered to an ad's readers or viewers. Ads generating the most inquiries are presumed to be the most effective.
Rossiter & Percy's Fundamental Motives
Nonpersonal influences on consumer behavior
Inquiry Tests
Product Placement

47. Consumer needs - product development - assess effectiveness - financial planning and quality control
Pulse (Burst) Schedule
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
Continuous (Steady) Schedule
Functions of Marketing research

48. To make room for new product lines or new models and to get rid of slow-moving lines - floor samples - broken or distressed merchandise - or out of season items
Brand loyalty
Print Media
Marketing research
Clearance advertising (a special form of sale advertising)

49. How often new buyers enter the market to buy the product.
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Buyer Turnover
1. Product Advertisements 2. Institutional Advertisements
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

50. Define the brand image
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Ad research
Ones with fewer words