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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. Markets are segmented - products are positioned
Horizontal cooperative advertising
Finance Allowance
Case Allowance
Segmenting

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

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3. Persuade the customer
Unaided Recall
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
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
Sales Tests

4. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Place-Based Media
Transit Advertising
Sales Tests
Trade-Oriented Sales Promotions (Trade Promotions)

5. Types of Advertisements
Product Advertising
1. Product Advertisements 2. Institutional Advertisements
Pioneering Institutional
Cooperative

6. Stages of ad development
Product Advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Gross Ratings Points (GRPs)
Sounds that are familiar

7. What do the most effective radio commercials use?
Sounds that are familiar
Institutional Advertisements
Regular price-line advertising
Pioneering Institutional

8. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Flighting (Intermittent) Schedule
Exchange

9. 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.
Permission-Based Advertising
Coupons
creating a picture of the concept they want to convey
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder

10. What are the kinds of copy you can have in an ad?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Sweepstakes
Reach

11. Party Responsible for Carrying Out Advertising Program
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Rich 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
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

12. Advertisements focused on selling a product or service
Frequency
Perception
Product Advertisements
Case Allowance

13. Reach (% of total market) x Frequency
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Gross Ratings Points (GRPs)
Place-Based Media
Allowances and Discounts

14. Ads that state the position of a company on an issue.
CPM
the more audience attention
Advocacy
International Media

15. Made up of the company's own advertising staff. They may provide full services or limited services.
CPM
In-House Agencies
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Rebates

16. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Message development - You must create a message that gets into the minds of the consumer and target audience
Media vehicle
Brand loyalty
Portfolio Tests

17. Customer's perception of product/service; sometimes advertisers need to change those perceptions. As well as seller's perception of customer's needs - wants - objectives.
Ones with fewer words
Perception
Reminder
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

18. Affective Association

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19. Consumer needs - product development - assess effectiveness - financial planning and quality control
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Functions of Marketing research
Deals
Continuous (Steady) Schedule

20. Ads that simply bring the company's name to the attention of its target market again.
Rating
STP Marketing (Segmenting - Targeting - Positioning)
CB - The Consumer Decision Process
Reminder Institutional

21. Content advertising
Media vehicle
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
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
Vertical cooperative advertising

22. People we try to emulate or whose approval concerns us
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
Market research
Pretests
Reference groups

23. 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
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
cognitive dissonance
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Exchange

24. 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
the more audience attention
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Forgetting Rate

25. The more frequently a product is purchased - the less repetition is required.
Reachxfrequency
Purchase Frequency
Limited-Service Agency
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

26. The greater size of an ad illustration...
Product Advertising
the more audience attention
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Outdoor Advertising (Billboard)

27. Sales promotions that offer a discounted price to the consumer - which encourage trial.
International Media
Sales Advertising
Coupons
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

28. The percentage of households in a market that are tuned to a particular TV/radio show.
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Gross Ratings Points (GRPs)
Rating
Reach

29. Visualization/conceptualization
creating a picture of the concept they want to convey
1. Product Advertisements 2. Institutional Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Functions of Marketing research

30. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
cognitive dissonance
Direct Mail Advertising
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

31. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Sounds that are familiar
1. Product Advertisements 2. Institutional Advertisements
Point-of-Purchase Displays
Horizontal cooperative advertising

32. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Attitudes
Sweepstakes
Print Media
Media vehicle

33. What are the types of subheads?
Jury Tests
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Brand loyalty
kickers - boldface and italics

34. Placing items on sale and offering two-for-one specials of other deals
Consumer-Oriented Sales Promotions (Consumer Promotions)
Ad research
Digital Interactive Media
Sales Advertising

35. Factors of Scheduling Advertising
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
STP Marketing (Segmenting - Targeting - Positioning)
Frequency
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate

36. 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
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
Product Advertisements
Full-Service Agency
Negatively originated (informational) motives

37. Some methods for scheduling media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Rich Media
Transit Advertising (Bus - taxi - and subway advertising)
Pulse (Burst) Schedule

38. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Nonpersonal influences on consumer behavior
Rebates
Pretests
Theater Tests

39. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Habits
Continuous (Steady) Schedule
creating a picture of the concept they want to convey
Product Placement

40. Forms of Product Advertising
Reach
audience - ad message itself - communications media - and the product concept
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Flighting (Intermittent) Schedule

41. What are the positives to newspapers as a form of mass media?
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
Marketing 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

42. Family - society - reference groups - opinion leaders
Integrated Marketing Communications
Outdoor Advertising (Billboard)
Interpersonal influences on consumer behavior
Sales Advertising

43. 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
Perception
Reference groups
Positively originated (transformational) motives
Purposes of Marketing research

44. They use Retail Advertising because retail stores account for so much of the market
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
Classified Advertising
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Local Advertisers

45. Advertising that promotes a specific brand's features and benefits.
Continuous (Steady) Schedule
Competitive
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Reach

46. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuous (Steady) Schedule
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Local Advertisers
Message development - You must create a message that gets into the minds of the consumer and target audience

47. Information gathered about a particular market or market segment
CPM
Sounds that are familiar
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Market research

48. Ads in magazines can be strategically placed in these places...
Clearance advertising (a special form of sale advertising)
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Attitude Tests

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

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50. What are the standard subjects for ad visuals?
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Brand interest
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
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