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Advertising

Instructions:

Answer 50 questions in 15 minutes.
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Match each statement with the correct term.
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1. 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
Premiums
Gross Ratings Points (GRPs)
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Reach

2. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
Negatively originated (informational) motives
Flighting (Intermittent) Schedule
thumbnails - roughs - dummies - comprehensives (elaborate draft)

3. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Participants in the marketing process
Habits
Foreign Media
Competitive Institutional

4. Changing behavior by inducing anxiety
Case Allowance
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
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Media vehicle

5. Is the products ability to satisfy both functional needs & symbolic wants
Foreign Media
Utility
Permission-Based Advertising
Regular price-line advertising

6. They use Retail Advertising because retail stores account for so much of the market
Rating
Local Advertisers
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)
audience - ad message itself - communications media - and the product concept

7. Advertisements focused on selling a product or service
Continuous (Steady) Schedule
Product Advertisements
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Cooperative Advertising

8. Offering the product free or at a greatly reduced price.
In-House Agencies
Reminder Institutional
Publicity Tools
Samples

9. Three Common Discounts and Allowances
Lead in paragraphs - interior paragraphs - trial close - and close
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)
BDI (Brand development index)
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

10. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
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
Cost per Thousand (CPM)
Functional needs

11. 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.
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Pretests
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
Point-of-Purchase Displays

12. What does the layout of an ad consist of?
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
Portfolio Tests
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
kickers - boldface and italics

13. The cost of reaching 1 - 000 individuals or households with the advertising message.
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
Cost per Thousand (CPM)
Transit Advertising (Bus - taxi - and subway advertising)

14. Stages of ad development
Sales Advertising
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)
Pulse (Burst) Schedule
thumbnails - roughs - dummies - comprehensives (elaborate draft)

15. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Negatively originated (informational) motives
Product Placement
Frequency

16. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Flighting (Intermittent) Schedule
Competitive Institutional
Transit Advertising

17. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
STP Marketing (Segmenting - Targeting - Positioning)
CPM
Interpersonal influences on consumer behavior
Cost per Thousand (CPM)

18. Consumer needs - product development - assess effectiveness - financial planning and quality control
Inquiry Tests
Recency planning
CB - The Consumer Decision Process
Functions of Marketing research

19. Persuade the customer
Clearance advertising (a special form of sale advertising)
creating a picture of the concept they want to convey
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
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

20. Offers the return of money based on proof of purchase.
Deals
Rebates
Cooperative
Rich Media

21. A discount on each case ordered during a specific time period.
Trade-Oriented Sales Promotions (Trade Promotions)
Lead in paragraphs - interior paragraphs - trial close - and close
Case Allowance
Rating

22. Gross rating points =
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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Reachxfrequency
Full-Service Agency

23. Situate the brand socially
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
CPM-TM
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
Interpersonal influences on consumer behavior

24. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
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
Frequently use the word 'you'
Print Media
Institutional Advertisements

25. What kinds of ads resonate more?
Ones with fewer words
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
Competitive
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

26. What are the standard subjects for ad visuals?
Transit 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
Sales Advertising
Functions of Marketing research

27. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Place-Based Media
Cost per Thousand (CPM)
Pulse (Burst) Schedule
Lead in paragraphs - interior paragraphs - trial close - and close

28. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Samples
Post-Tests
kickers - boldface and italics
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder

29. Is an individual's openness or curiosity about a brand
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Allowances and Discounts
Brand interest
Foreign Media

30. Interactive online advertising.
Rich Media
Point-of-Purchase Displays
Media class
Portfolio Tests

31. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Portfolio Tests
Integrated Marketing Communications
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
Brand loyalty

32. Form - task - possession - time - place utility
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Theater Tests
Regular price-line advertising
Functional needs

33. Define the brand image
Exchange
Permission-Based Advertising
Horizontal cooperative advertising
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

34. What are the positives to newspapers as a form of mass media?
Full-Service Agency
Coupons
Interpersonal influences on consumer behavior
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

35. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Rich Media
Deals
Media vehicle
CPM

36. Advertising that promotes a specific brand's features and benefits.
Nonpersonal influences on consumer behavior
Competitive
Lead in paragraphs - interior paragraphs - trial close - and close
Print Media

37. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Pioneering
Pretests
Exchange
the more audience attention

38. What do the most effective radio commercials use?
Brand loyalty
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Sounds that are familiar
Exchange

39. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Cooperative Advertising
Functions of Marketing 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
Place-Based Media

40. Types of audience resonance

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41. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Print Media
Negatively originated (informational) motives
Aided Recall

42. Content advertising
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
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Flighting (Intermittent) Schedule
Publicity Tools

43. Types of Advertisements
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
STP Marketing (Segmenting - Targeting - Positioning)
Premiums
1. Product Advertisements 2. Institutional Advertisements

44. Reimbursing a retailer for extra in-store support or special featuring of the brand.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Merchandise Allowance
Cooperative
Consumer-Oriented Sales Promotions (Consumer Promotions)

45. Allow the audience to participate actively & immediately
Comparative
Message development - You must create a message that gets into the minds of the consumer and target audience
Digital Interactive Media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

46. 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
Clearance advertising (a special form of sale advertising)
Message development - You must create a message that gets into the minds of the consumer and target audience
funny ads - but not always for the right reasons
Pulse (Burst) Schedule

47. Advertising used to reinforce previous knowledge of a product.
Cooperative
Reminder
BDI (Brand development index)
Transit Advertising

48. 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'
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1. Product Advertisements 2. Institutional Advertisements
Market research
Frequency

49. Duration of an advertising message or campaign over a given period of time - sustains memory
Continuity
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Pioneering
STP Marketing (Segmenting - Targeting - Positioning)

50. How often new buyers enter the market to buy the product.
Buyer Turnover
Product Advertisements
Reach
Aided Recall

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