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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. Advertising showing one brand's strengths relative to its competitors.
Cooperative
Allowances and Discounts
Classified Advertising
Comparative

2. 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.
Comparative
Attitudes
Direct Mail Advertising
Pretests

3. Link key attributes to the brand name
Negatively originated (informational) motives
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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Post-Tests

4. What are the kinds of copy you can have in an ad?
Media class
Rating
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Post-Tests

5. Ads on the interior and exterior of busses - subways - and taxis.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Message development - You must create a message that gets into the minds of the consumer and target audience
In-House Agencies
Transit Advertising

6. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Coupons
Publicity Tools
International Media
Participants in the marketing process

7. Types of Publicity Tools
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Continuity
Merchandise Allowance
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)

8. What kinds of ads resonate more?
Regular price-line advertising
CPM
Ones with fewer words
kickers - boldface and italics

9. Content advertising
Marketing research
Nonpersonal influences on consumer behavior
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
funny ads - but not always for the right reasons

10. Define the brand image
Segmenting
Integrated Marketing Communications
Deals
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

11. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Deals
International Media
Aided Recall
Comparative

12. Time - place of sale - environment
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
creating a picture of the concept they want to convey
Gross Ratings Points (GRPs)
Nonpersonal influences on consumer behavior

13. 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.
Coupons
Exchange
Contests
Unaided Recall

14. Value of Promotion
Local Advertisers
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Institutional Advertisements
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

15. The greater size of an ad illustration...
Horizontal cooperative 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
the more audience attention
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

16. The percentage of households in a market that are tuned to a particular TV/radio show.
Rating
funny ads - but not always for the right reasons
Integrated Marketing Communications
Opinion leaders

17. Offering the product free or at a greatly reduced price.
Brand loyalty
Samples
BDI (Brand development index)
Recency planning

18. 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
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
Recency planning
Clearance advertising (a special form of sale advertising)

19. Affective Association

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20. Simply the percentage of homes exposed to an advertising media
Competitive Institutional
Horizontal cooperative advertising
Rating
Foreign Media

21. Family - society - reference groups - opinion leaders
Pulse (Burst) Schedule
International Media
Interpersonal influences on consumer behavior
Attitude Tests

22. Situate the brand socially
Print Media
Contests
CPM
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

23. Influencing the brand choice of consumers who are 'ready to buy'
1. Product Advertisements 2. Institutional Advertisements
Limited-Service Agency
Recency planning
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

24. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Continuous (Steady) Schedule
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Theater Tests

25. Elements of an advertising message
audience - ad message itself - communications media - and the product concept
Comparative
Limited-Service Agency
Transit Advertising

26. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
kickers - boldface and italics
Full-Service Agency
Rebates
Message development - You must create a message that gets into the minds of the consumer and target audience

27. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Digital Interactive Media
Electronic Media
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
Contests

28. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Brand loyalty
Reminder
Forgetting Rate
Transit Advertising

29. What are the types of Formatting the Body Copy?
Functions of Marketing research
Contests
Lead in paragraphs - interior paragraphs - trial close - and close
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. What do the most effective radio commercials use?
Sounds that are familiar
kickers - boldface and italics
Continuous (Steady) Schedule
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

31. Respondents are asked questions to measure changes in their attitudes after an ad campaign - such as whether they have a more favorable attitude toward the product advertised.
Theater Tests
Attitude Tests
CPM-TM
Advocacy

32. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
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)
Contests
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
Negatively originated (informational) motives

33. 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
Classified Advertising
Reference groups
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Horizontal cooperative advertising

34. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Merchandise Allowance
Continuous (Steady) Schedule
Print Media
International Media

35. Three Approaches to Setting Advertising Schedules
Media vehicle
Purchase Frequency
Interpersonal influences on consumer behavior
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

36. 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.
Outdoor Advertising (Billboard)
Exchange
Perception
Vertical cooperative advertising

37. 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.
Finance Allowance
Competitive Institutional
Segmenting
STP Marketing (Segmenting - Targeting - Positioning)

38. Types of Advertisements
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Sales Advertising
1. Product Advertisements 2. Institutional Advertisements
Lead in paragraphs - interior paragraphs - trial close - and close

39. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Pretests
Segmenting
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now

40. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Reference groups

41. Three Common Discounts and Allowances
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Continuous (Steady) Schedule
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

42. 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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Unaided Recall
Pioneering Institutional

43. Advertisements focused on selling a product or service
Aided Recall
CB - The Consumer Decision Process
Product Advertisements
Opinion leaders

44. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Media vehicle
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

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

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46. Duration of an advertising message or campaign over a given period of time - sustains memory
Continuity
Competitive Institutional
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
Participants in the marketing process

47. Some methods for scheduling media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Competitive Institutional
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
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

48. What does the layout of an ad consist of?
Brand interest
Pioneering
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Functional needs

49. Advertising that promotes a specific brand's features and benefits.
Clearance advertising (a special form of sale advertising)
Competitive
STP Marketing (Segmenting - Targeting - Positioning)
CB - The Consumer Decision Process

50. Advertising used to reinforce previous knowledge of a product.
CPM
Reminder
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
Brand interest