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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. What are the types of headlines?
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
Market research
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Reference groups

2. What are the function of headlines?
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
Jury Tests
Recency planning
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

3. What are the types of subheads?
Consumer-Oriented Sales Promotions (Consumer Promotions)
Negatively originated (informational) motives
kickers - boldface and italics
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

4. Simply the percentage of homes exposed to an advertising media
Cooperative
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Electronic Media
Rating

5. 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
Comparative
Contests
Maslow's hierarchy of needs theory of motivation based on unmet human needs

6. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
1. Product Advertisements 2. Institutional Advertisements
Publicity Tools
Trade-Oriented Sales Promotions (Trade Promotions)
Allowances and Discounts

7. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
CB - The Consumer Decision Process
Attitude Tests
Continuous (Steady) Schedule
Finance Allowance

8. What are the standard subjects for ad visuals?
Lead in paragraphs - interior paragraphs - trial close - and close
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
Contests
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

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

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10. What are the principles of design?
Transit Advertising (Bus - taxi - and subway advertising)
Participants in the marketing process
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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

11. Link key attributes to the brand name
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
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

12. What do the most effective radio commercials use?
Sounds that are familiar
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Lead in paragraphs - interior paragraphs - trial close - and close

13. What are the kinds of copy you can have in an ad?
Ad research
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Publicity Tools
funny ads - but not always for the right reasons

14. Ads that simply bring the company's name to the attention of its target market again.
Product Placement
Reach
Reminder Institutional
Reference groups

15. Form - task - possession - time - place utility
Institutional Advertisements
Frequently use the word 'you'
Functional needs
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

16. How often new buyers enter the market to buy the product.
Interpersonal influences on consumer behavior
Buyer Turnover
Media vehicle
Rossiter & Percy's Fundamental Motives

17. Forms of Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Product Placement
Attitudes
Aided Recall

18. 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)
International Media
Classified Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Purchase Frequency

19. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Full-Service Agency
Institutional Advertisements
Competitive Institutional
STP Marketing (Segmenting - Targeting - Positioning)

20. Duration of an advertising message or campaign over a given period of time - sustains memory
Product Placement
Continuity
CPM-TM
1. Product Advertisements 2. Institutional Advertisements

21. Advertisements focused on selling a product or service
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
Attitude Tests
Product Advertisements
Loyalty Programs

22. Time - place of sale - environment
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Nonpersonal influences on consumer behavior
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Institutional Advertisements

23. Scare the consumer into action
bleed pages - inserts - covers - front - inside front - inside back - and outside back
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)
Frequently use the word 'you'
Forgetting Rate

24. What are the positives to newspapers as a form of mass media?
Classified Advertising
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

25. 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
Positively originated (transformational) motives
Advocacy
Clearance advertising (a special form of sale advertising)
Transit Advertising

26. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
CPM-TM
Flighting (Intermittent) Schedule
Forgetting Rate
Pulse (Burst) Schedule

27. Visualization/conceptualization
creating a picture of the concept they want to convey
Deals
Marketing research
Frequency

28. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pioneering
Integrated Marketing Communications
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
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

29. 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.
Unaided Recall
Sweepstakes
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

30. Elements of an advertising message
Digital Interactive Media
1. Product Advertisements 2. Institutional Advertisements
audience - ad message itself - communications media - and the product concept
Attitude Tests

31. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Exchange
Reminder Institutional
Functions of Marketing research

32. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Theater Tests
Cooperative
Classified Advertising

33. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Institutional Advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Maslow's hierarchy of needs theory of motivation based on unmet human needs
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

34. The number of different people or households exposed to an ad.
Functions of Marketing research
International Media
the more audience attention
Reach

35. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Transit Advertising (Bus - taxi - and subway advertising)
International Media
Digital Interactive Media
Continuous (Steady) Schedule

36. Ads on the interior and exterior of busses - subways - and taxis.
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Transit Advertising (Bus - taxi - and subway advertising)
Horizontal cooperative advertising
Transit Advertising

37. Changing behavior by inducing anxiety
Premiums
Pulse (Burst) Schedule
Consumer-Oriented Sales Promotions (Consumer Promotions)
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

38. What kind of ads are most often remembered?
Negatively originated (informational) motives
funny ads - but not always for the right reasons
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
Cooperative Advertising

39. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Ad research
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
Perception

40. 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.
Attitude Tests
Aided Recall
Limited-Service Agency
Positively originated (transformational) motives

41. Ads used for announcements about what a company is - what it can do - and where it is located.
Pioneering Institutional
International Media
Print Media
Samples

42. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Point-of-Purchase Displays
Frequency
CPM
the more audience attention

43. What are the types of Formatting the Body Copy?
1. Product Advertisements 2. Institutional Advertisements
Lead in paragraphs - interior paragraphs - trial close - and close
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
Frequently use the word 'you'

44. 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
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Negatively originated (informational) motives
Product Placement
the more audience attention

45. The average number of times a person in the target audience is exposed to an ad.
Attitude Tests
Frequency
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
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

46. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Marketing research
Merchandise Allowance
kickers - boldface and italics

47. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Pioneering Institutional
Loyalty Programs
Reachxfrequency
Comparative

48. Sales promotions that offer a discounted price to the consumer - which encourage trial.
CB - The Consumer Decision Process
Coupons
Sales Tests
Participants in the marketing process

49. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Permission-Based Advertising
Competitive Institutional
Vertical cooperative advertising
Print Media

50. Informs consumers about services or merchandise offered at regular prices
Loyalty Programs
Purchase Frequency
Regular price-line advertising
Pioneering Institutional