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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. 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.
Samples
Sweepstakes
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Jury Tests

2. Advertising used to reinforce previous knowledge of a product.
Segmenting
Reminder
Merchandise Allowance
CPM

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

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4. Time - place of sale - environment
Integrated Marketing Communications
Nonpersonal influences on consumer behavior
Product Advertisements
Direct Mail Advertising

5. Define the brand image
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Cooperative Advertising
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Reference groups

6. Advertisements focused on selling a product or service
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Product Advertisements
Allowances and Discounts
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

7. Offering the product free or at a greatly reduced price.
Samples
Sales Advertising
Pioneering Institutional
Rating

8. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Product Advertising
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
Ad research
the more audience attention

9. Merchandise offered free or at a significant discount.
Foreign Media
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Product Advertising
Premiums

10. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Reach
Publicity Tools
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

11. Scare the consumer into action
Electronic Media
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)
Samples

12. Cost of media buy/targeted audienceX1 - 000
Competitive Institutional
CPM-TM
CPM
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

13. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Horizontal cooperative advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Limited-Service Agency
Merchandise Allowance

14. Promote brand recall
Negatively originated (informational) motives
Publicity Tools
Reach
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

15. Ads used for announcements about what a company is - what it can do - and where it is located.
Full-Service Agency
Pioneering Institutional
Reach
Trade-Oriented Sales Promotions (Trade Promotions)

16. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Habits
Institutional Advertisements
Opinion leaders
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

17. Tests used to test ad alternatives.
Product Advertisements
Reminder Institutional
Rossiter & Percy's Fundamental Motives
Portfolio Tests

18. What are the principles of design?
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
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
Purposes of Marketing research
Comparative

19. 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)
1. Product Advertisements 2. Institutional Advertisements
Classified Advertising
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Merchandise Allowance

20. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Reference groups
Case Allowance
Trade-Oriented Sales Promotions (Trade Promotions)

21. The more frequently a product is purchased - the less repetition is required.
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
Purchase Frequency
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Contests

22. Types of audience resonance

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23. Forms of Product Advertising
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Lead in paragraphs - interior paragraphs - trial close - and close
Transit Advertising (Bus - taxi - and subway advertising)
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder

24. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
CPM
BDI (Brand development index)
Deals
Samples

25. Forms of Institutional Advertisements
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Rebates
Frequency
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

26. Offers the return of money based on proof of purchase.
Rebates
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Advocacy
Attitude Tests

27. What are the types of headlines?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Rating
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Contests

28. What kind of ads are most often remembered?
Sales Advertising
funny ads - but not always for the right reasons
Cooperative Advertising
Loyalty Programs

29. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Product Advertising
Merchandise Allowance
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

30. 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.
Limited-Service Agency
Negatively originated (informational) motives
Competitive Institutional
Samples

31. Where is the advertising and brand battle won or lost?
STP Marketing (Segmenting - Targeting - Positioning)
CPM-TM
Direct Mail Advertising
Message development - You must create a message that gets into the minds of the consumer and target audience

32. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Reminder
Competitive Institutional
Outdoor Advertising (Billboard)
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

33. 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.
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Theater Tests
BDI (Brand development index)
Inquiry Tests

34. Is our acquired mental position regarding some idea or object
Attitudes
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Reminder Institutional
Message development - You must create a message that gets into the minds of the consumer and target audience

35. What are the standard subjects for ad visuals?
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Brand loyalty
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
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

36. A discount on each case ordered during a specific time period.
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Attitudes
Reach
Case Allowance

37. What are the types of subheads?
Utility
funny ads - but not always for the right reasons
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
kickers - boldface and italics

38. Three Approaches to Setting Advertising Schedules
Cooperative
Deals
Utility
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

39. What are the positives to newspapers as a form of mass media?
Exchange
Institutional 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
Pioneering

40. Made up of the company's own advertising staff. They may provide full services or limited services.
Reach
In-House Agencies
the more audience attention
Gross Ratings Points (GRPs)

41. Common Advertising Appeals
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Utility
STP Marketing (Segmenting - Targeting - Positioning)
Brand loyalty

42. Is the products ability to satisfy both functional needs & symbolic wants
Utility
Sweepstakes
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Transit Advertising (Bus - taxi - and subway advertising)

43. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Place-Based Media
Pretests
Coupons
creating a picture of the concept they want to convey

44. Three Common Discounts and Allowances
Institutional Advertisements
Regular price-line advertising
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
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

45. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
Sales Tests
Limited-Service Agency
Attitude Tests

46. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
In-House Agencies
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
Segmenting

47. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Flighting (Intermittent) Schedule
Comparative
Marketing research
Full-Service Agency

48. People we try to emulate or whose approval concerns us
1. Product Advertisements 2. Institutional Advertisements
the more audience attention
Unaided Recall
Reference groups

49. Simply the percentage of homes exposed to an advertising media
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
International Media
Rating
Samples

50. Visualization/conceptualization
Post-Tests
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
creating a picture of the concept they want to convey
kickers - boldface and italics