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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. The most common energizers of consumer behavior - such as a problem removal or problem avoidance. The consumer actively seeks information to reduce the mental state
Negatively originated (informational) motives
Direct Mail Advertising
Institutional Advertising
audience - ad message itself - communications media - and the product concept

2. 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
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
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
Media class

3. Of radio & tv used to be called broadcast media; but with advent of cable TV - many programs are now transmitted electronically though wires rather than broadcast through the air
Electronic Media
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Publicity Tools
Aided Recall

4. 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.
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Sweepstakes
cognitive dissonance
Flighting (Intermittent) Schedule

5. 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.
Exchange
Reminder
Limited-Service Agency
Purposes of Marketing research

6. Broad category of media - such as television - radio or newspaper
Digital Interactive Media
Nonpersonal influences on consumer behavior
Media class
Negatively originated (informational) motives

7. Types of audience resonance

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8. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Habits
Utility
Cost per Thousand (CPM)
CB - The Consumer Decision Process

9. Persuade the customer
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
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
Deals
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

10. What are the standard subjects for ad visuals?
Merchandise Allowance
Product Advertising
Deals
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

11. Three Approaches to Setting Advertising Schedules
Opinion leaders
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
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Frequency

12. Recruit new customers - retain current customers - and regain lost customers
STP Marketing (Segmenting - Targeting - Positioning)
Buyer Turnover
Cost per Thousand (CPM)
Purposes of Marketing research

13. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Electronic Media
Lead in paragraphs - interior paragraphs - trial close - and close
Ad research
Allowances and Discounts

14. 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
Horizontal cooperative advertising
cognitive dissonance
Loyalty Programs
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

15. Value of Promotion
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
the more audience attention
Cooperative Advertising

16. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
CB - The Consumer Decision Process
Direct Mail Advertising
the more audience attention

17. Define the brand image
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Clearance advertising (a special form of sale advertising)
Functional needs
Direct Mail Advertising

18. The number of different people or households exposed to an ad.
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Reach
Maslow's hierarchy of needs theory of motivation based on unmet human needs

19. 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.
Regular price-line advertising
Attitude Tests
Functional needs
Place-Based Media

20. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Finance Allowance
Interpersonal influences on consumer behavior
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
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

21. Markets are segmented - products are positioned
Maslow's hierarchy of needs theory of motivation based on unmet human needs
the more audience attention
Segmenting
Opinion leaders

22. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Post-Tests
Gross Ratings Points (GRPs)
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
Publicity Tools

23. What are the types of subheads?
Opinion leaders
Sweepstakes
Post-Tests
kickers - boldface and italics

24. 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.
Sounds that are familiar
Premiums
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)
Perception

25. In the newspaper for many reasons: to locate and recruit new employees - offer services (such as those of an employment agency or business opportunity broker) - or sell or lease merchandise (such as cars - real estate - and office equipment)
Nonpersonal influences on consumer behavior
Classified Advertising
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Place-Based Media

26. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Foreign Media
Product Advertising
Case Allowance
Finance Allowance

27. Joining together in a consistent manner everything that communicates with customers
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
Finance Allowance
Ad research
Integrated Marketing Communications

28. Advertising showing one brand's strengths relative to its competitors.
Comparative
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
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
funny ads - but not always for the right reasons

29. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Trade-Oriented Sales Promotions (Trade Promotions)
Interpersonal influences on consumer behavior
Continuous (Steady) Schedule
Brand loyalty

30. Ads that simply bring the company's name to the attention of its target market again.
the more audience attention
Functions of Marketing research
Deals
Reminder Institutional

31. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Contests
Print Media
CB - The Consumer Decision Process
Loyalty Programs

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

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33. 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
Full-Service Agency
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Frequency
Positively originated (transformational) motives

34. Advertisements that tell people what a product is - what it can do - and where it can be found.
1. Product Advertisements 2. Institutional Advertisements
Attitudes
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
Pioneering

35. Ads used for announcements about what a company is - what it can do - and where it is located.
Pioneering Institutional
Portfolio Tests
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Pulse (Burst) Schedule

36. What does the layout of an ad consist of?
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Deals
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Print Media

37. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Loyalty Programs
Frequently use the word 'you'
CPM-TM
CPM

38. 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.
Horizontal cooperative advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Place-Based Media
Unaided Recall

39. Merchandise offered free or at a significant discount.
1. Product Advertisements 2. Institutional Advertisements
Premiums
Lead in paragraphs - interior paragraphs - trial close - and close
Exchange

40. Consumer needs - product development - assess effectiveness - financial planning and quality control
Sweepstakes
Inquiry Tests
Premiums
Functions of Marketing research

41. Transform consumption experience
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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
Participants in the marketing process
Reminder Institutional

42. Showing the ad copy to a panel of consumers and having them rate how they liked it - how much it drew their attention - and how attractive they thought it was.
Media vehicle
Product Advertising
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Jury Tests

43. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Loyalty Programs
Merchandise Allowance
International Media
audience - ad message itself - communications media - and the product concept

44. What are the kinds of copy you can have in an ad?
Full-Service Agency
Buyer Turnover
Perception
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

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

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46. Advertisements focused on selling a product or service
Cost per Thousand (CPM)
Product Advertisements
Advocacy
Flighting (Intermittent) Schedule

47. The greater size of an ad illustration...
Point-of-Purchase Displays
the more audience attention
Permission-Based Advertising
Sales Advertising

48. 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
Exchange
Reach
Comparative
Reminder

49. Allow the audience to participate actively & immediately
cognitive dissonance
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
Digital Interactive Media

50. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
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
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces