Test your basic knowledge |

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. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising
Print Media
Horizontal cooperative advertising
Marketing research

2. The speed which buyers forget the brand if advertising is not seen.
Rich Media
Cooperative
Forgetting Rate
Permission-Based Advertising

3. People we try to emulate or whose approval concerns us
Local Advertisers
Reference groups
Aided Recall
Outdoor Advertising (Billboard)

4. Gross rating points =
Buyer Turnover
Reachxfrequency
kickers - boldface and italics
Outdoor Advertising (Billboard)

5. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Theater Tests
International Media
Rich Media
Perception

6. Measures the intensity of a media schedule - based on repeated exposures to the medium (important for memory) - effective frequency is considered somewhere between 'awareness' and 'overexposure'
Reachxfrequency
Reference groups
Frequency
Local Advertisers

7. Ads that state the position of a company on an issue.
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
Portfolio Tests
Brand loyalty
Advocacy

8. 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.
Pretests
Limited-Service Agency
Trade-Oriented Sales Promotions (Trade Promotions)
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

9. Common Advertising Appeals
Utility
BDI (Brand development index)
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

10. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Competitive Institutional
Publicity Tools
Message development - You must create a message that gets into the minds of the consumer and target audience
Lead in paragraphs - interior paragraphs - trial close - and close

11. Studies such as controlled experiments and consumer purchase tests.
Media class
Sales Tests
Case Allowance
Publicity Tools

12. Advertisements that tell people what a product is - what it can do - and where it can be found.
Direct Mail Advertising
Point-of-Purchase Displays
Pioneering
Cooperative Advertising

13. Merchandise offered free or at a significant discount.
Jury Tests
Premiums
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
Theater Tests

14. Define the brand image
Reach
Attitudes
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Deals

15. Ads promoting the advantages of one product class over another product class and are used in markets where different product classes compete for the same buyers.
Rating
Product Advertising
Competitive Institutional
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

16. Is the products ability to satisfy both functional needs & symbolic wants
Utility
Merchandise Allowance
Samples
Functions of Marketing research

17. Three Common Trade-Oriented Sales Promotions (Trade Promotions)

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

18. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Reference groups
Regular price-line advertising
Media class
Foreign Media

19. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Opinion leaders
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Pulse (Burst) Schedule
Cost per Thousand (CPM)

20. Offering the product free or at a greatly reduced price.
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Finance Allowance
Samples
Jury Tests

21. Duration of an advertising message or campaign over a given period of time - sustains memory
Permission-Based Advertising
Brand interest
Continuity
BDI (Brand development index)

22. Some methods for scheduling media
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
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
1. Product Advertisements 2. Institutional Advertisements

23. Where viewers agree to watch a commercial online in exchange for points - samples - or access to premium content - and advertisers only pay for completed views.
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
Ad research
Media class
Permission-Based Advertising

24. Three Common Discounts and Allowances
Sweepstakes
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Rebates
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

25. Promote brand recall
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Limited-Service Agency
Purchase Frequency
Gross Ratings Points (GRPs)

26. Affective Association

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

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

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

28. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
creating a picture of the concept they want to convey
Flighting (Intermittent) Schedule
Advocacy
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder

29. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Print Media
Digital Interactive Media
Purposes of Marketing research
Segmenting

30. What are the principles of design?
Positively originated (transformational) motives
Perception
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
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

31. The cost of reaching 1 - 000 individuals or households with the advertising message.
Premiums
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Sweepstakes
Cost per Thousand (CPM)

32. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Trade-Oriented Sales Promotions (Trade Promotions)
Participants in the marketing process
Digital Interactive Media
Merchandise Allowance

33. 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
Purposes of Marketing research
Pretests
Clearance advertising (a special form of sale advertising)
Ones with fewer words

34. 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
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
Unaided Recall
Electronic Media
Samples

35. The percentage of households in a market that are tuned to a particular TV/radio show.
Cooperative
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
Place-Based Media
Rating

36. Situate the brand socially
Advocacy
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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: 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

37. 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
Horizontal cooperative advertising
Sales Tests
Aided Recall
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. 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.
audience - ad message itself - communications media - and the product concept
Comparative
Negatively originated (informational) motives
Sweepstakes

39. Form - task - possession - time - place utility
Functional needs
Outdoor Advertising (Billboard)
Message development - You must create a message that gets into the minds of the consumer and target audience
BDI (Brand development index)

40. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Functional needs
Post-Tests
Cooperative
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

41. Tests used to test ad alternatives.
Portfolio Tests
Cooperative Advertising
cognitive dissonance
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

42. 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
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
Positively originated (transformational) motives
Rating
Reminder Institutional

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

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

44. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Local Advertisers
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
Coupons
Message development - You must create a message that gets into the minds of the consumer and target audience

45. Elements of an advertising message
creating a picture of the concept they want to convey
audience - ad message itself - communications media - and the product concept
In-House Agencies
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

46. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Reference groups
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
Integrated Marketing Communications
Flighting (Intermittent) Schedule

47. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Reachxfrequency
Media vehicle
Unaided Recall
Trade-Oriented Sales Promotions (Trade Promotions)

48. What are the types of headlines?
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
bleed pages - inserts - covers - front - inside front - inside back - and outside back
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
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

49. What kinds of ads resonate more?
Cost per Thousand (CPM)
Ones with fewer words
Continuous (Steady) Schedule
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.
Continuity
Publicity Tools
Place-Based Media
Perception