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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. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
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
Finance Allowance
Continuous (Steady) Schedule
Exchange

2. Gross rating points =
Outdoor Advertising (Billboard)
Pretests
Reachxfrequency
Pulse (Burst) Schedule

3. Stages of ad development
Pioneering
audience - ad message itself - communications media - and the product concept
Media vehicle
thumbnails - roughs - dummies - comprehensives (elaborate draft)

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.
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
Pretests
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

5. Broad category of media - such as television - radio or newspaper
Direct Mail Advertising
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Media class
Vertical cooperative advertising

6. Advertising used to reinforce previous knowledge of a product.
Reminder
Cooperative
Recency planning
Portfolio Tests

7. The more frequently a product is purchased - the less repetition is required.
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
Purchase Frequency
Frequently use the word 'you'

8. Ads that state the position of a company on an issue.
Functions of Marketing research
Advocacy
Rossiter & Percy's Fundamental Motives
Institutional Advertisements

9. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Sales Advertising
Opinion leaders
Transit Advertising
1. Product Advertisements 2. Institutional Advertisements

10. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Pulse (Burst) Schedule
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Classified Advertising
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

11. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Perception
Direct Mail Advertising
Limited-Service Agency
Post-Tests

12. What are the types of subheads?
Negatively originated (informational) motives
Ones with fewer words
Reminder
kickers - boldface and italics

13. Form - task - possession - time - place utility
Continuous (Steady) Schedule
Functional needs
Lead in paragraphs - interior paragraphs - trial close - and close
Finance Allowance

14. Placing items on sale and offering two-for-one specials of other deals
Sales Advertising
Participants in the marketing process
BDI (Brand development index)
CB - The Consumer Decision Process

15. Duration of an advertising message or campaign over a given period of time - sustains memory
Loyalty Programs
Interpersonal influences on consumer behavior
Continuity
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

16. 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.
1. Product Advertisements 2. Institutional Advertisements
Unaided Recall
Digital Interactive Media
CB - The Consumer Decision Process

17. Factors of Scheduling Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Reminder Institutional
Flighting (Intermittent) Schedule
Loyalty Programs

18. Ads in magazines can be strategically placed in these places...
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
Cooperative Advertising
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
bleed pages - inserts - covers - front - inside front - inside back - and outside back

19. 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
Habits
Positively originated (transformational) motives
Utility
Frequently use the word 'you'

20. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Vertical cooperative advertising
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
funny ads - but not always for the right reasons
Trade-Oriented Sales Promotions (Trade Promotions)

21. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.

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22. Advertising that promotes a specific brand's features and benefits.
Competitive
Marketing research
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Purchase Frequency

23. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Reference groups
Recency planning
Media vehicle

24. Some methods for scheduling media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Interpersonal influences on consumer behavior
Direct Mail Advertising
Samples

25. Joining together in a consistent manner everything that communicates with customers
Brand interest
Integrated Marketing Communications
Sweepstakes
Attitudes

26. 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
Horizontal cooperative advertising
Sweepstakes
Finance Allowance
Functions of Marketing research

27. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Limited-Service Agency
Loyalty Programs
Reminder Institutional
Coupons

28. Types of Publicity Tools
Transit Advertising (Bus - taxi - and subway advertising)
Marketing research
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Point-of-Purchase Displays

29. A discount on each case ordered during a specific time period.
Competitive
Pulse (Burst) Schedule
Case Allowance
Interpersonal influences on consumer behavior

30. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Publicity Tools
kickers - boldface and italics
Utility

31. Changing behavior by inducing anxiety
Reminder Institutional
Place-Based Media
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
Pioneering Institutional

32. Merchandise offered free or at a significant discount.
Place-Based Media
Negatively originated (informational) motives
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Premiums

33. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Pioneering Institutional
Outdoor Advertising (Billboard)
Vertical cooperative advertising

34. Cost of media buy/targeted audienceX1 - 000
CPM-TM
Purposes of Marketing research
Coupons
Limited-Service Agency

35. They use Retail Advertising because retail stores account for so much of the market
Reachxfrequency
Local Advertisers
Flighting (Intermittent) Schedule
Product Placement

36. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Case Allowance
Ad research
Ones with fewer words
Direct Mail Advertising

37. People we try to emulate or whose approval concerns us
Reference groups
Samples
Product Advertising
Electronic Media

38. Forms of Institutional Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Flighting (Intermittent) Schedule
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Reach

39. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Clearance advertising (a special form of sale advertising)
Print 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
Buyer Turnover

40. What kind of ads are most often remembered?
Product Placement
funny ads - but not always for the right reasons
Segmenting
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

41. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Full-Service Agency
CPM-TM
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
Forgetting Rate

42. Common Advertising Appeals
International Media
Flighting (Intermittent) Schedule
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

43. Is an individual's openness or curiosity about a brand
Brand interest
Sweepstakes
Local Advertisers
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate

44. Information gathered about a particular market or market segment
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
BDI (Brand development index)
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Market research

45. Ads used for announcements about what a company is - what it can do - and where it is located.
Pioneering Institutional
Message development - You must create a message that gets into the minds of the consumer and target audience
Transit Advertising
CB - The Consumer Decision Process

46. Interactive online advertising.
Rating
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Flighting (Intermittent) Schedule
Rich Media

47. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CPM
Samples
CPM-TM
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

48. Value of Promotion
Inquiry Tests
Sounds that are familiar
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
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

49. The greater size of an ad illustration...
the more audience attention
Place-Based Media
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
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

50. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Theater Tests
Cooperative
Institutional Advertising
Place-Based Media