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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. Stages of ad development
Market research
Limited-Service Agency
Classified Advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)

2. What does the layout of an ad consist of?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Media vehicle
Reference groups
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)

3. Ads that state the position of a company on an issue.
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
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Competitive
Advocacy

4. 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.
Sweepstakes
Cost per Thousand (CPM)
Market research
Pretests

5. Influencing the brand choice of consumers who are 'ready to buy'
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Recency planning
Pretests
Reminder Institutional

6. The average number of times a person in the target audience is exposed to an ad.
Frequency
Foreign Media
Media class
Flighting (Intermittent) Schedule

7. Factors of Scheduling Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Contests
Marketing research
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

8. Offering the product free or at a greatly reduced price.
Comparative
Samples
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Sweepstakes

9. Forms of Institutional Advertisements
Competitive
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Loyalty Programs

10. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Vertical cooperative advertising
Participants in the marketing process
Ones with fewer words
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder

11. What are the principles of design?
Finance Allowance
Brand loyalty
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
Full-Service Agency

12. Made up of the company's own advertising staff. They may provide full services or limited services.
Interpersonal influences on consumer behavior
In-House Agencies
International Media
Foreign Media

13. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Publicity Tools
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
kickers - boldface and italics
Aided Recall

14. What are the kinds of copy you can have in an ad?
Transit Advertising (Bus - taxi - and subway advertising)
audience - ad message itself - communications media - and the product concept
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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

15. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Clearance advertising (a special form of sale advertising)
Institutional Advertising
Finance Allowance
Attitude Tests

16. Visualization/conceptualization
creating a picture of the concept they want to convey
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Perception
Allowances and Discounts

17. Persuade the customer
Vertical cooperative advertising
Rich Media
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
Place-Based Media

18. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CPM
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)
Rich Media
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

19. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Direct Mail Advertising
Media vehicle
Opinion leaders
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

20. 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.
CPM
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
Competitive Institutional
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

21. Types of Advertisements
Rebates
Point-of-Purchase Displays
1. Product Advertisements 2. Institutional Advertisements
Institutional Advertising

22. What do the most effective radio commercials use?
Message development - You must create a message that gets into the minds of the consumer and target audience
Sounds that are familiar
Loyalty Programs
Sales Tests

23. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Pioneering
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Institutional Advertising
International Media

24. Elements of an advertising message
Coupons
Full-Service Agency
audience - ad message itself - communications media - and the product concept
Aided Recall

25. Is an individual's openness or curiosity about a brand
Consumer-Oriented Sales Promotions (Consumer Promotions)
audience - ad message itself - communications media - and the product concept
Brand interest
Transit Advertising (Bus - taxi - and subway advertising)

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.
Jury Tests
Clearance advertising (a special form of sale advertising)
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Product Advertising

27. 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
kickers - boldface and italics
Ones with fewer words
Sweepstakes
Negatively originated (informational) motives

28. What are the positives to newspapers as a form of mass media?
Permission-Based Advertising
Jury Tests
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
Foreign Media

29. Broad category of media - such as television - radio or newspaper
CB - The Consumer Decision Process
Media class
Segmenting
thumbnails - roughs - dummies - comprehensives (elaborate draft)

30. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
Competitive Institutional
Theater Tests
Integrated Marketing Communications

31. The number of different people or households exposed to an ad.
Negatively originated (informational) motives
Reach
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Recency planning

32. Form - task - possession - time - place utility
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Functional needs
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

33. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Ones with fewer words
Coupons
Consumer-Oriented Sales Promotions (Consumer Promotions)
Rebates

34. Simply the percentage of homes exposed to an advertising media
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Rating
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Cost per Thousand (CPM)

35. Approaches to Post-Testing
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
Reference groups
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Product Advertising

36. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
Buyer Turnover
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Message development - You must create a message that gets into the minds of the consumer and target audience

37. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Place-Based Media
Functions of Marketing research
Samples
Electronic Media

38. Party Responsible for Carrying Out Advertising Program
In-House Agencies
Ad research
Pulse (Burst) Schedule
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

39. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Perception
Full-Service Agency
Theater Tests
Reminder Institutional

40. Link key attributes to the brand name
Pretests
Finance Allowance
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
Point-of-Purchase Displays

41. Duration of an advertising message or campaign over a given period of time - sustains memory
Recency planning
Cooperative Advertising
In-House Agencies
Continuity

42. Family - society - reference groups - opinion leaders
Theater Tests
Permission-Based Advertising
Functional needs
Interpersonal influences on consumer behavior

43. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Message development - You must create a message that gets into the minds of the consumer and target audience
Cooperative
Foreign Media
creating a picture of the concept they want to convey

44. Gross rating points =
Reachxfrequency
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Negatively originated (informational) motives
Place-Based Media

45. Advertising showing one brand's strengths relative to its competitors.
Unaided Recall
Contests
Brand loyalty
Comparative

46. 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
Market research
Ad research
Horizontal cooperative advertising
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

47. What kind of ads are most often remembered?
funny ads - but not always for the right reasons
Transit Advertising (Bus - taxi - and subway advertising)
Message development - You must create a message that gets into the minds of the consumer and target audience
Inquiry Tests

48. Markets are segmented - products are positioned
Segmenting
Rebates
Merchandise Allowance
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

49. Promotes a specific product or service and stimulates short term action while building awareness of the business
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
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
Segmenting

50. 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.
Advocacy
CPM-TM
funny ads - but not always for the right reasons
Perception