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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. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Marketing research
Sounds that are familiar
STP Marketing (Segmenting - Targeting - Positioning)
Attitude Tests

2. Gross rating points =
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Flighting (Intermittent) Schedule
Reachxfrequency
Ad research

3. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Rating
Frequently use the word 'you'
Functions of Marketing research
Vertical cooperative advertising

4. Forms of Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Purchase Frequency
Permission-Based Advertising
In-House Agencies

5. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Rating
Purposes of Marketing research
Media vehicle
Continuous (Steady) Schedule

6. Tests used to test ad alternatives.
Portfolio Tests
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Unaided Recall

7. Made up of the company's own advertising staff. They may provide full services or limited services.
Cost per Thousand (CPM)
Rating
Attitude Tests
In-House Agencies

8. Advertising that promotes a specific brand's features and benefits.
Competitive
Rebates
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Electronic Media

9. Informs consumers about services or merchandise offered at regular prices
Regular price-line advertising
Negatively originated (informational) motives
the more audience attention
Portfolio Tests

10. What kinds of ads resonate more?
Theater Tests
Integrated Marketing Communications
Utility
Ones with fewer words

11. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Transit Advertising
Point-of-Purchase Displays
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
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. Elements of an advertising message
CB - The Consumer Decision Process
Brand loyalty
Reachxfrequency
audience - ad message itself - communications media - and the product concept

13. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Inquiry Tests
Print Media
Trade-Oriented Sales Promotions (Trade Promotions)
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

14. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Local Advertisers
CPM
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Contests

15. Offers the return of money based on proof of purchase.
BDI (Brand development index)
Interpersonal influences on consumer behavior
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Rebates

16. What does the layout of an ad consist of?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Sounds that are familiar
Ones with fewer words
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

17. What are the positives to newspapers as a form of mass media?
Jury 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
Point-of-Purchase Displays
Outdoor Advertising (Billboard)

18. Ads that simply bring the company's name to the attention of its target market again.
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Reminder Institutional
Reference groups
funny ads - but not always for the right reasons

19. Ads on the interior and exterior of busses - subways - and taxis.
Inquiry Tests
Cost per Thousand (CPM)
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)
Transit Advertising

20. Types of Advertisements
1. Product Advertisements 2. Institutional Advertisements
Advocacy
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Cooperative Advertising

21. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
Local Advertisers
Print Media
Brand loyalty

22. Studies such as controlled experiments and consumer purchase tests.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Sales Tests
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
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

23. Markets are segmented - products are positioned
Segmenting
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Maslow's hierarchy of needs theory of motivation based on unmet human needs
CB - The Consumer Decision Process

24. What are the types of headlines?
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Post-Tests
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

25. Forms of Institutional Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
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. Coupons 2. Deals 3. Premiums 4. Contests 5. Sweepstakes 6. Samples 7. Loyalty Programs 8. Point-of-Purchase Displays 9. Rebates 10. Product Placement

26. Gathering - recording - and analyzing new information to help managers make marketing decisions
Attitudes
Message development - You must create a message that gets into the minds of the consumer and target audience
Theater Tests
Marketing research

27. Three Approaches to Setting Advertising Schedules
Local Advertisers
Limited-Service Agency
Participants in the marketing process
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

28. Visualization/conceptualization
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Positively originated (transformational) motives
creating a picture of the concept they want to convey

29. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Participants in the marketing process
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
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
Sales Advertising

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

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31. What are the types of Formatting the Body Copy?
Ad research
Lead in paragraphs - interior paragraphs - trial close - and close
Continuous (Steady) Schedule
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now

32. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Nonpersonal influences on consumer behavior
Local Advertisers
Place-Based Media

33. What are the types of subheads?
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
kickers - boldface and italics
Market research
Nonpersonal influences on consumer behavior

34. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Functions of Marketing research
Opinion leaders
Sweepstakes
Brand interest

35. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
the more audience attention
Print Media
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Trade-Oriented Sales Promotions (Trade Promotions)

36. Form - task - possession - time - place utility
Deals
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
Functional needs
Brand loyalty

37. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Institutional Advertising
Rich Media
Finance Allowance

38. 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.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Comparative
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Sweepstakes

39. Firms in the same business (real-estate agents - insurance agents - pharmacies - car dealers - or travel agents) or in the same part of town advertise jointly
Rebates
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Horizontal cooperative advertising
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

40. Duration of an advertising message or campaign over a given period of time - sustains memory
Comparative
Continuity
Institutional Advertisements
Loyalty Programs

41. What kind of ads are most often remembered?
Opinion leaders
Point-of-Purchase Displays
audience - ad message itself - communications media - and the product concept
funny ads - but not always for the right reasons

42. The cost of reaching 1 - 000 individuals or households with the advertising message.
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
Samples
Reference groups
Cost per Thousand (CPM)

43. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
the more audience attention
Publicity Tools
CPM
Functional needs

44. The greater size of an ad illustration...
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
Ad research
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
the more audience attention

45. The speed which buyers forget the brand if advertising is not seen.
Frequency
Forgetting Rate
Utility
Nonpersonal influences on consumer behavior

46. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Classified 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
Point-of-Purchase Displays
thumbnails - roughs - dummies - comprehensives (elaborate draft)

47. What are the principles of design?
Continuity
Rebates
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
Full-Service Agency

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

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49. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Rebates
Brand loyalty
Integrated Marketing Communications

50. 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.
Cooperative Advertising
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Perception