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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. Form - task - possession - time - place utility
Functional needs
Jury Tests
Sounds that are familiar
Clearance advertising (a special form of sale advertising)

2. Tests used to test ad alternatives.
Functions of Marketing research
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
Portfolio Tests
Rating

3. Promote brand recall
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Post-Tests
Pulse (Burst) Schedule
Sweepstakes

4. 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.
Loyalty Programs
Sweepstakes
Recency planning
Allowances and Discounts

5. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Outdoor Advertising (Billboard)
Reachxfrequency
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)

6. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Marketing research
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Institutional Advertising
Transit Advertising (Bus - taxi - and subway advertising)

7. Family - society - reference groups - opinion leaders
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
Interpersonal influences on consumer behavior
Media class

8. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
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
Full-Service Agency
audience - ad message itself - communications media - and the product concept
Habits

9. What are the types of headlines?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Brand loyalty

10. 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.
Contests
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
Limited-Service Agency
Portfolio Tests

11. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
Recency planning
Contests
Reminder Institutional

12. Broad category of media - such as television - radio or newspaper
Media class
Transit Advertising
Nonpersonal influences on consumer behavior
Product Placement

13. Where is the advertising and brand battle won or lost?
BDI (Brand development index)
Point-of-Purchase Displays
Institutional Advertisements
Message development - You must create a message that gets into the minds of the consumer and target audience

14. Elements of an advertising message
Frequency
Comparative
audience - ad message itself - communications media - and the product concept
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

15. Advertisements that tell people what a product is - what it can do - and where it can be found.
Lead in paragraphs - interior paragraphs - trial close - and close
Participants in the marketing process
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Pioneering

16. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Inquiry Tests
Interpersonal influences on consumer behavior
Allowances and Discounts

17. Approaches to Post-Testing
Market research
Attitudes
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
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

18. Persuade the customer
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
funny ads - but not always for the right reasons
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
Product Placement

19. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Institutional Advertising
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
STP Marketing (Segmenting - Targeting - Positioning)
Marketing research

20. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Trade-Oriented Sales Promotions (Trade Promotions)
the more audience attention
Interpersonal influences on consumer behavior
Media vehicle

21. 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
Frequency
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

22. Evaluation process conducted before the ads are in place to determine whether the ad communicates the intended message or to select among alternative versions of the ad.
Utility
Merchandise Allowance
Classified Advertising
Pretests

23. 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)
Classified Advertising
Media vehicle
Lead in paragraphs - interior paragraphs - trial close - and close
Flighting (Intermittent) Schedule

24. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Transit Advertising
Rating
Opinion leaders
Contests

25. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Outdoor Advertising (Billboard)
Brand loyalty
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
Unaided Recall

26. 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
Attitude Tests
Message development - You must create a message that gets into the minds of the consumer and target audience
Buyer Turnover

27. Placing items on sale and offering two-for-one specials of other deals
Purchase Frequency
Digital Interactive Media
Sales Advertising
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

28. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Sales Tests
Pulse (Burst) Schedule
Exchange
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)

29. Affective Association

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30. 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.
funny ads - but not always for the right reasons
Competitive Institutional
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Reach

31. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
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
Cooperative Advertising
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now

32. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Jury Tests
Premiums
Sales Tests
Coupons

33. How often new buyers enter the market to buy the product.
Attitudes
Buyer Turnover
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

34. Ads that state the position of a company on an issue.
Reminder Institutional
Lead in paragraphs - interior paragraphs - trial close - and close
Advocacy
STP Marketing (Segmenting - Targeting - Positioning)

35. 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
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Segmenting
Premiums
Positively originated (transformational) motives

36. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Horizontal cooperative advertising
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
Place-Based Media

37. Is an individual's openness or curiosity about a brand
Sales Advertising
Competitive
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
Brand interest

38. What are the standard subjects for ad visuals?
Case Allowance
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
International Media
Product Advertisements

39. 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
Product Placement
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Point-of-Purchase Displays

40. Refers to the total number of different people or households exposed - at least once - to a medium in a certain amount of time - and effective reach is the quality of that exposure
Continuity
Sounds that are familiar
Reach
Reminder Institutional

41. Interactive online advertising.
Rich Media
Regular price-line advertising
Product Placement
Rating

42. People we try to emulate or whose approval concerns us
Clearance advertising (a special form of sale advertising)
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Competitive
Reference groups

43. Time - place of sale - environment
Nonpersonal influences on consumer behavior
Buyer Turnover
Competitive
Perception

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

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45. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Publicity Tools
Transit Advertising (Bus - taxi - and subway advertising)
Electronic Media
Brand interest

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

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47. Three Approaches to Setting Advertising Schedules
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Full-Service Agency
Horizontal cooperative advertising

48. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
Outdoor Advertising (Billboard)
Integrated Marketing Communications
Rossiter & Percy's Fundamental Motives

49. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Electronic Media
Full-Service Agency
Foreign Media
CPM-TM

50. Ads in magazines can be strategically placed in these places...
Print Media
Purchase Frequency
CB - The Consumer Decision Process
bleed pages - inserts - covers - front - inside front - inside back - and outside back