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Advertising

Instructions:

Answer 50 questions in 15 minutes.
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Match each statement with the correct term.
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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. Three Common Trade-Oriented Sales Promotions (Trade Promotions)

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2. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Permission-Based Advertising
Functions of Marketing research
Limited-Service Agency

3. Define the brand image
Negatively originated (informational) motives
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Digital Interactive Media
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate

4. Offering the product free or at a greatly reduced price.
Rebates
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
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
Samples

5. 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
Pioneering Institutional
Contests
Positively originated (transformational) motives

6. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Transit Advertising (Bus - taxi - and subway advertising)
Cost per Thousand (CPM)
In-House Agencies

7. What are the types of subheads?
Theater Tests
kickers - boldface and italics
Point-of-Purchase Displays
Continuity

8. They use Retail Advertising because retail stores account for so much of the market
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Message development - You must create a message that gets into the minds of the consumer and target audience
Local Advertisers
Post-Tests

9. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Vertical cooperative advertising
Direct Mail Advertising
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
International Media

10. What are the kinds of copy you can have in an ad?
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Allowances and Discounts
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
creating a picture of the concept they want to convey

11. Cost of media buy/targeted audienceX1 - 000
CPM-TM
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Participants in the marketing process
Contests

12. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Pretests
Coupons
Product Placement

13. Allow the audience to participate actively & immediately
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
Digital Interactive Media
Publicity Tools
Reachxfrequency

14. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
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)
Flighting (Intermittent) Schedule
Brand interest
Reach

15. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Allowances and Discounts
Outdoor Advertising (Billboard)
CPM
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. Types of Advertisements
1. Product Advertisements 2. Institutional Advertisements
Ones with fewer words
Nonpersonal influences on consumer behavior
Brand loyalty

17. Promotes a specific product or service and stimulates short term action while building awareness of the business
Electronic Media
Clearance advertising (a special form of sale advertising)
Product Advertising
Reminder

18. Forms of Institutional Advertisements
Marketing research
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Direct Mail Advertising
Finance Allowance

19. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cost per Thousand (CPM)
Gross Ratings Points (GRPs)
Finance Allowance
Brand loyalty

20. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Loyalty Programs
Participants in the marketing process
BDI (Brand development index)
Finance Allowance

21. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Foreign Media
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
Permission-Based Advertising
Exchange

22. Persuade the customer
Theater Tests
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
Permission-Based Advertising
Publicity Tools

23. The greater size of an ad illustration...
Functional needs
Contests
Interpersonal influences on consumer behavior
the more audience attention

24. Joining together in a consistent manner everything that communicates with customers
Rich Media
Participants in the marketing process
Integrated Marketing Communications
Loyalty Programs

25. Reach (% of total market) x Frequency
Reachxfrequency
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
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Gross Ratings Points (GRPs)

26. Time - place of sale - environment
Functional needs
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Nonpersonal influences on consumer behavior
Point-of-Purchase Displays

27. Made up of the company's own advertising staff. They may provide full services or limited services.
Functions of Marketing research
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Rebates
In-House Agencies

28. Placing items on sale and offering two-for-one specials of other deals
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Sales Advertising
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Theater Tests

29. Interactive online advertising.
Rich Media
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Consumer-Oriented Sales Promotions (Consumer Promotions)
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

30. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Full-Service Agency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Utility
Message development - You must create a message that gets into the minds of the consumer and target audience

31. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Theater Tests
Pulse (Burst) Schedule
Samples
International Media

32. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
creating a picture of the concept they want to convey
Pulse (Burst) Schedule
Pioneering
Consumer-Oriented Sales Promotions (Consumer Promotions)

33. What are the types of Formatting the Body Copy?
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Lead in paragraphs - interior paragraphs - trial close - and close
Continuous (Steady) Schedule
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

34. Factors of Scheduling Advertising
Unaided Recall
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
funny ads - but not always for the right reasons
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate

35. The percentage of households in a market that are tuned to a particular TV/radio show.
Continuity
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Rating
Regular price-line advertising

36. Transform consumption experience
Functional needs
Perception
Sounds that are familiar
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

37. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Aided Recall
Publicity Tools
Flighting (Intermittent) Schedule
Contests

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

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39. Is an individual's openness or curiosity about a brand
Brand interest
Lead in paragraphs - interior paragraphs - trial close - and close
Pioneering Institutional
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

40. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Frequency
Direct Mail Advertising
Opinion leaders
Cooperative Advertising

41. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
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
Pioneering Institutional
BDI (Brand development index)

42. Addition product information - product samples - or premiums are offered to an ad's readers or viewers. Ads generating the most inquiries are presumed to be the most effective.
Inquiry Tests
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
Perception
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

43. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Outdoor Advertising (Billboard)
Brand loyalty
Classified Advertising
Sounds that are familiar

44. 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
Trade-Oriented Sales Promotions (Trade Promotions)
Segmenting
Horizontal cooperative advertising
Attitudes

45. What are the standard subjects for ad visuals?
Media vehicle
Coupons
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
CPM-TM

46. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
Negatively originated (informational) motives
Integrated Marketing Communications
Cost per Thousand (CPM)

47. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Sweepstakes
Print Media
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
Frequently use the word 'you'

48. 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
Brand loyalty
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
cognitive dissonance
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

49. Where is the advertising and brand battle won or lost?
Message development - You must create a message that gets into the minds of the consumer and target audience
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Sounds that are familiar
Point-of-Purchase Displays

50. What kinds of ads resonate more?
Buyer Turnover
Segmenting
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
Ones with fewer words