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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. In the newspaper for many reasons: to locate and recruit new employees - offer services (such as those of an employment agency or business opportunity broker) - or sell or lease merchandise (such as cars - real estate - and office equipment)
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Classified Advertising
Premiums
CPM-TM

2. Offering the product free or at a greatly reduced price.
Samples
Print Media
Inquiry Tests
Comparative

3. What are the positives to newspapers as a form of mass media?
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
Rating
Comparative
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now

4. Where is the advertising and brand battle won or lost?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Message development - You must create a message that gets into the minds of the consumer and target audience
Opinion leaders
Unaided Recall

5. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Nonpersonal influences on consumer behavior
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
Habits
Jury Tests

6. What are the types of subheads?
STP Marketing (Segmenting - Targeting - Positioning)
Product Advertising
Loyalty Programs
kickers - boldface and italics

7. What does the layout of an ad consist of?
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Gross Ratings Points (GRPs)
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Jury Tests

8. What are the kinds of copy you can have in an ad?
Sounds that are familiar
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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
Permission-Based Advertising

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.
Post-Tests
Permission-Based Advertising
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
Positively originated (transformational) motives

10. The greater size of an ad illustration...
Negatively originated (informational) motives
CPM
the more audience attention
Perception

11. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Consumer-Oriented Sales Promotions (Consumer Promotions)
Participants in the marketing process
Pioneering Institutional

12. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
Case Allowance
Reach
thumbnails - roughs - dummies - comprehensives (elaborate draft)

13. The average number of times a person in the target audience is exposed to an ad.
Deals
Frequency
Comparative
Ones with fewer words

14. 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
Outdoor Advertising (Billboard)
Participants in the marketing process
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

15. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Unaided Recall
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
Foreign Media
Functional needs

16. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
CPM-TM
Institutional Advertising
Contests
Functions of Marketing research

17. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Vertical cooperative advertising
Advocacy
Reminder Institutional
Transit Advertising (Bus - taxi - and subway advertising)

18. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Loyalty Programs
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
Marketing research

19. Ads used for announcements about what a company is - what it can do - and where it is located.
Interpersonal influences on consumer behavior
Recency planning
Pioneering Institutional
Maslow's hierarchy of needs theory of motivation based on unmet human needs

20. What kinds of ads resonate more?
Classified Advertising
Product Advertisements
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
Ones with fewer words

21. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Pulse (Burst) Schedule
Post-Tests

22. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Flighting (Intermittent) Schedule
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Opinion leaders
Coupons

23. Is an individual's openness or curiosity about a brand
Gross Ratings Points (GRPs)
International Media
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Brand interest

24. Information gathered about a particular market or market segment
Advocacy
Allowances and Discounts
Opinion leaders
Market research

25. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Consumer-Oriented Sales Promotions (Consumer Promotions)
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

26. Elements of an advertising message
Limited-Service Agency
International Media
Outdoor Advertising (Billboard)
audience - ad message itself - communications media - and the product concept

27. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Negatively originated (informational) motives
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
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Aided Recall

28. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
International Media
Flighting (Intermittent) Schedule
Sweepstakes
Print Media

29. Joining together in a consistent manner everything that communicates with customers
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
Integrated Marketing Communications
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Electronic Media

30. Studies such as controlled experiments and consumer purchase tests.
Continuous (Steady) Schedule
Sales Tests
CB - The Consumer Decision Process
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)

31. Types of audience resonance

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32. Is the products ability to satisfy both functional needs & symbolic wants
Advocacy
Frequency
Habits
Utility

33. Ads in magazines can be strategically placed in these places...
Cooperative
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
Advocacy

34. Three Common Discounts and Allowances
Trade-Oriented Sales Promotions (Trade Promotions)
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Pioneering
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

35. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
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
Vertical cooperative advertising
Functional needs
Allowances and Discounts

36. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
cognitive dissonance
Finance Allowance
Gross Ratings Points (GRPs)
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)

37. Duration of an advertising message or campaign over a given period of time - sustains memory
Continuity
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)
CPM
Frequently use the word 'you'

38. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Comparative
Institutional Advertisements
Sweepstakes

39. Merchandise offered free or at a significant discount.
creating a picture of the concept they want to convey
Premiums
International Media
Perception

40. Visualization/conceptualization
Samples
Purposes of Marketing research
creating a picture of the concept they want to convey
Portfolio Tests

41. Allow the audience to participate actively & immediately
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
Purchase Frequency
Digital Interactive Media
Reminder

42. Promote brand recall
Buyer Turnover
Pioneering Institutional
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Perception

43. 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
Comparative
Sounds that are familiar
Inquiry Tests

44. Content advertising
Aided Recall
Market research
Point-of-Purchase Displays
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

45. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Cooperative Advertising
Reachxfrequency
Media class
Portfolio Tests

46. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
Brand loyalty
Rating
Sales Tests

47. Three Common Trade-Oriented Sales Promotions (Trade Promotions)

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48. A discount on each case ordered during a specific time period.
Cooperative Advertising
Contests
Case Allowance
Buyer Turnover

49. Displays that take the form of an advertising sign in high traffic areas of store aisles.
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
1. Product Advertisements 2. Institutional Advertisements
Point-of-Purchase Displays
bleed pages - inserts - covers - front - inside front - inside back - and outside back

50. Three Approaches to Setting Advertising Schedules
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Portfolio Tests
Frequently use the word 'you'
Full-Service Agency