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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. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Reach
Clearance advertising (a special form of sale advertising)
Electronic Media

2. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Samples
Aided Recall
Finance Allowance
Direct Mail Advertising

3. Changing behavior by inducing anxiety
Product Placement
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
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
kickers - boldface and italics

4. Ads that state the position of a company on an issue.
Cooperative Advertising
cognitive dissonance
Advocacy
Marketing research

5. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Full-Service Agency
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Message development - You must create a message that gets into the minds of the consumer and target audience
Rebates

6. Advertising that promotes a specific brand's features and benefits.
Competitive
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
1. Product Advertisements 2. Institutional Advertisements
Allowances and Discounts

7. Informs consumers about services or merchandise offered at regular prices
Media vehicle
Reminder
1. Product Advertisements 2. Institutional Advertisements
Regular price-line advertising

8. Persuade the customer
Local Advertisers
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
Direct Mail Advertising
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

9. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Product Advertisements
Clearance advertising (a special form of sale advertising)
International Media
Continuity

10. 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
Case Allowance
Regular price-line advertising
Maslow's hierarchy of needs theory of motivation based on unmet human needs

11. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Functional needs
Nonpersonal influences on consumer behavior
Advocacy
Merchandise Allowance

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

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13. Where is the advertising and brand battle won or lost?
Institutional Advertisements
Gross Ratings Points (GRPs)
Message development - You must create a message that gets into the minds of the consumer and target audience
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)

14. The cost of reaching 1 - 000 individuals or households with the advertising message.
Sounds that are familiar
Local Advertisers
Cost per Thousand (CPM)
Post-Tests

15. Affective Association

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16. Types of Publicity Tools
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Frequently use the word 'you'
Samples
Rating

17. A discount on each case ordered during a specific time period.
Competitive
Case Allowance
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
Rossiter & Percy's Fundamental Motives

18. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Functional needs
Opinion leaders
Institutional Advertisements

19. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
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
Frequently use the word 'you'
Media vehicle
Pioneering

20. What are the standard subjects for ad visuals?
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
Flighting (Intermittent) Schedule
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

21. Forms of Institutional Advertisements
Institutional Advertising
Frequency
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Merchandise Allowance

22. 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
cognitive dissonance
Product Advertisements
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Permission-Based Advertising

23. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
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)
Clearance advertising (a special form of sale advertising)
Habits
Publicity Tools

24. Types of Advertisements
1. Product Advertisements 2. Institutional Advertisements
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Frequently use the word 'you'

25. The percentage of households in a market that are tuned to a particular TV/radio show.
Rating
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
Print Media
bleed pages - inserts - covers - front - inside front - inside back - and outside back

26. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Sales Advertising
Cooperative
Digital Interactive Media
Print Media

27. Reach (% of total market) x Frequency
Segmenting
Nonpersonal influences on consumer behavior
Rebates
Gross Ratings Points (GRPs)

28. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Market research
Continuous (Steady) Schedule
Segmenting
Publicity Tools

29. Time - place of sale - environment
Competitive
Foreign Media
Nonpersonal influences on consumer behavior
Regular price-line advertising

30. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Transit Advertising (Bus - taxi - and subway advertising)
Institutional Advertisements
Gross Ratings Points (GRPs)
Buyer Turnover

31. 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
Negatively originated (informational) motives
Ones with fewer words
Rossiter & Percy's Fundamental Motives

32. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
STP Marketing (Segmenting - Targeting - Positioning)
In-House Agencies
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Competitive

33. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Purchase Frequency
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Cooperative Advertising
Competitive Institutional

34. People we try to emulate or whose approval concerns us
kickers - boldface and italics
Reference groups
Lead in paragraphs - interior paragraphs - trial close - and close
Flighting (Intermittent) Schedule

35. Party Responsible for Carrying Out Advertising Program
Frequency
Ad research
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Permission-Based Advertising

36. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
In-House Agencies
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Contests
thumbnails - roughs - dummies - comprehensives (elaborate draft)

37. 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.
Ones with fewer words
Trade-Oriented Sales Promotions (Trade Promotions)
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Permission-Based Advertising

38. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Attitude Tests
Rating
Inquiry Tests
Exchange

39. Is an individual's openness or curiosity about a brand
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
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
Purchase Frequency
Brand interest

40. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Functional needs
Print Media
Frequency

41. Scare the consumer into action
Perception
Finance Allowance
Rating
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)

42. Offers the return of money based on proof of purchase.
Segmenting
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Rebates
Loyalty Programs

43. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Forgetting Rate
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Interpersonal influences on consumer behavior
Participants in the marketing process

44. Gross rating points =
Reachxfrequency
Digital Interactive Media
Place-Based Media
Marketing research

45. 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'
Rich Media
Frequency
Reminder Institutional
Theater Tests

46. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Horizontal cooperative advertising
Rating
Institutional Advertising
Outdoor Advertising (Billboard)

47. What are the types of headlines?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Contests
Media class
Product Advertisements

48. What kinds of ads resonate more?
Horizontal cooperative advertising
funny ads - but not always for the right reasons
Ones with fewer words
Deals

49. Indicates the sales potential of a particular brand in a specific market area = percent of the brand's total U.S sales in the area/Percent of total U.S population in the areaX100
BDI (Brand development index)
Direct Mail Advertising
Institutional Advertising
Pretests

50. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Recency planning
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Finance Allowance
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now