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Advertising
Start Test
Study First
Subject
:
business-skills
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. Family - society - reference groups - opinion leaders
Sweepstakes
Interpersonal influences on consumer behavior
Case Allowance
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
2. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Reach
Ad research
Attitude Tests
Publicity Tools
3. 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.
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
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Competitive Institutional
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
4. 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
Reminder Institutional
Rating
Clearance advertising (a special form of sale advertising)
Negatively originated (informational) motives
5. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Reminder
Foreign Media
Full-Service Agency
Reference groups
6. The moment someone recognizes a need or want that might be satisfied by. 1.Need Recognition 2.Search Information and Alternative Evaluation 3. Purchase 4.Post-purchase use and evaluation
CB - The Consumer Decision Process
Rich Media
Reachxfrequency
Sounds that are familiar
7. 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
Trade-Oriented Sales Promotions (Trade Promotions)
Recency planning
Premiums
BDI (Brand development index)
8. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
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
Unaided Recall
Flighting (Intermittent) Schedule
Samples
9. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Media class
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
Brand interest
Purchase Frequency
10. Allow the audience to participate actively & immediately
Direct Mail Advertising
Frequency
Continuous (Steady) Schedule
Digital Interactive Media
11. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Reference groups
Brand loyalty
Continuous (Steady) Schedule
1. Product Advertisements 2. Institutional Advertisements
12. Information gathered about a particular market or market segment
Rich Media
Merchandise Allowance
Trade-Oriented Sales Promotions (Trade Promotions)
Market research
13. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Cooperative
Merchandise Allowance
Comparative
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
14. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
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
Post-Tests
Reachxfrequency
Reach
15. People we try to emulate or whose approval concerns us
Reference groups
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Brand loyalty
Lead in paragraphs - interior paragraphs - trial close - and close
16. 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'
Rating
Ad research
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
Frequency
17. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
18. Types of audience resonance
19. Link key attributes to the brand name
1. Product Advertisements 2. Institutional Advertisements
Reachxfrequency
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
Maslow's hierarchy of needs theory of motivation based on unmet human needs
20. The percentage of households in a market that are tuned to a particular TV/radio show.
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
Rating
Point-of-Purchase Displays
Recency planning
21. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Nonpersonal influences on consumer behavior
Institutional Advertising
Point-of-Purchase Displays
Participants in the marketing process
22. Stages of ad development
CPM-TM
Nonpersonal influences on consumer behavior
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Cooperative
23. The average number of times a person in the target audience is exposed to an ad.
Rating
Product Advertising
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
Frequency
24. Advertising that promotes a specific brand's features and benefits.
Nonpersonal influences on consumer behavior
Pulse (Burst) Schedule
Competitive
Print Media
25. 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.
International Media
Sweepstakes
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
Sounds that are familiar
26. 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.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Jury Tests
Brand loyalty
Rich Media
27. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Contests
Comparative
Frequently use the word 'you'
28. The most common energizers of consumer behavior - such as a problem removal or problem avoidance. The consumer actively seeks information to reduce the mental state
creating a picture of the concept they want to convey
Negatively originated (informational) motives
Continuity
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
29. How often new buyers enter the market to buy the product.
STP Marketing (Segmenting - Targeting - Positioning)
Buyer Turnover
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Forgetting Rate
30. Form - task - possession - time - place utility
Rebates
Ones with fewer words
Functional needs
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
31. Situate the brand socially
Pioneering Institutional
Product Advertising
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
Rating
32. Made up of the company's own advertising staff. They may provide full services or limited services.
Vertical cooperative advertising
In-House Agencies
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Product Advertisements
33. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
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
cognitive dissonance
Loyalty Programs
Foreign Media
34. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Message development - You must create a message that gets into the minds of the consumer and target audience
Place-Based Media
Unaided Recall
Horizontal cooperative advertising
35. Studies such as controlled experiments and consumer purchase tests.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Sales Tests
Marketing research
Cooperative Advertising
36. What kind of ads are most often remembered?
Rossiter & Percy's Fundamental Motives
Ad research
funny ads - but not always for the right reasons
Recency planning
37. Ads used for announcements about what a company is - what it can do - and where it is located.
Institutional Advertisements
Reach
Pioneering Institutional
Coupons
38. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Contests
bleed pages - inserts - covers - front - inside front - inside back - and outside back
39. Changing behavior by inducing anxiety
CPM
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
Habits
Classified Advertising
40. What are the standard subjects for ad visuals?
Vertical cooperative advertising
Reach
CB - The Consumer Decision Process
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. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Recency planning
kickers - boldface and italics
Comparative
Allowances and Discounts
42. Forms of Institutional Advertisements
creating a picture of the concept they want to convey
Sales Advertising
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
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
43. Broad category of media - such as television - radio or newspaper
Pretests
Point-of-Purchase Displays
Functions of Marketing research
Media class
44. Offering the product free or at a greatly reduced price.
cognitive dissonance
Samples
Pioneering
Institutional Advertising
45. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Competitive
Habits
Loyalty Programs
46. Markets are segmented - products are positioned
Brand loyalty
Functional needs
Segmenting
1. Product Advertisements 2. Institutional Advertisements
47. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
Rich Media
Attitude Tests
Inquiry Tests
48. The cost of reaching 1 - 000 individuals or households with the advertising message.
Pioneering
Reminder Institutional
Media vehicle
Cost per Thousand (CPM)
49. Scare the consumer into action
Deals
Marketing research
Foreign Media
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)
50. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CPM
Functions of Marketing research
Attitude Tests
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