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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. Transform consumption experience
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
Post-Tests
Participants in the marketing process
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder

2. Types of Publicity Tools
Continuous (Steady) Schedule
Frequently use the word 'you'
Allowances and Discounts
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)

3. Placing items on sale and offering two-for-one specials of other deals
Sales Advertising
Classified Advertising
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
STP Marketing (Segmenting - Targeting - Positioning)

4. 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'
Rating
Lead in paragraphs - interior paragraphs - trial close - and close
Flighting (Intermittent) Schedule
Frequency

5. Merchandise offered free or at a significant discount.
Reach
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
CPM
Premiums

6. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Electronic Media
Media class

7. Joining together in a consistent manner everything that communicates with customers
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Integrated Marketing Communications
Point-of-Purchase Displays
Sounds that are familiar

8. 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
Merchandise Allowance
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
Deals
Positively originated (transformational) motives

9. Allow the audience to participate actively & immediately
Reference groups
Digital Interactive Media
Allowances and Discounts
Deals

10. Persuade the customer
Comparative
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
Negatively originated (informational) motives
Rebates

11. What are the principles of design?
CPM-TM
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
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
Sweepstakes

12. Promote brand recall
Trade-Oriented Sales Promotions (Trade Promotions)
Attitudes
Rating
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

13. A discount on each case ordered during a specific time period.
cognitive dissonance
Finance Allowance
Case Allowance
Reference groups

14. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Media class
Finance Allowance
Positively originated (transformational) motives
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

15. The greater size of an ad illustration...
the more audience attention
Print Media
Aided Recall
Brand loyalty

16. Visualization/conceptualization
creating a picture of the concept they want to convey
Opinion leaders
Digital Interactive Media
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

17. Advertisements focused on selling a product or service
Functions of Marketing research
Transit Advertising (Bus - taxi - and subway advertising)
Product Advertisements
Contests

18. Sales promotions that require participants to submit some kind of entry but are purely games of chance requiring no analytical or creative effort by the consumer.
Advocacy
Sweepstakes
creating a picture of the concept they want to convey
Utility

19. Where is the advertising and brand battle won or lost?
Message development - You must create a message that gets into the minds of the consumer and target audience
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
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

20. The cost of reaching 1 - 000 individuals or households with the advertising message.
Competitive
CPM-TM
Limited-Service Agency
Cost per Thousand (CPM)

21. 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
Purchase Frequency
Negatively originated (informational) motives
Full-Service Agency
Media vehicle

22. Is the products ability to satisfy both functional needs & symbolic wants
Inquiry Tests
Loyalty Programs
Cooperative
Utility

23. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Case Allowance
Transit Advertising (Bus - taxi - and subway advertising)
Ad research
Direct Mail Advertising

24. Define the brand image
Nonpersonal influences on consumer behavior
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
Message development - You must create a message that gets into the minds of the consumer and target audience

25. What are the function of headlines?
BDI (Brand development index)
Functions of Marketing research
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
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

26. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Consumer-Oriented Sales Promotions (Consumer Promotions)
Flighting (Intermittent) Schedule
Finance Allowance

27. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Perception
Pretests
CB - The Consumer Decision Process
Habits

28. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Positively originated (transformational) motives
Cooperative Advertising
Point-of-Purchase Displays
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

29. Displays that take the form of an advertising sign in high traffic areas of store aisles.
creating a picture of the concept they want to convey
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Message development - You must create a message that gets into the minds of the consumer and target audience
Point-of-Purchase Displays

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

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31. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
Rebates
Pulse (Burst) Schedule
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate

32. Ads on the interior and exterior of busses - subways - and taxis.
Pretests
Transit Advertising
Continuity
In-House Agencies

33. 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.
Market research
Foreign Media
1. Product Advertisements 2. Institutional Advertisements
Pretests

34. What is the best way to grab attention in an ad?

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35. Advertisements that tell people what a product is - what it can do - and where it can be found.
Functions of Marketing research
Pioneering
Product Advertisements
Competitive

36. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
Sweepstakes
Habits
STP Marketing (Segmenting - Targeting - Positioning)

37. Family - society - reference groups - opinion leaders
Attitudes
Merchandise Allowance
Electronic Media
Interpersonal influences on consumer behavior

38. Gross rating points =
Reachxfrequency
Pioneering Institutional
Positively originated (transformational) motives
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

39. 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.
Utility
Attitude Tests
Unaided Recall
Continuity

40. The speed which buyers forget the brand if advertising is not seen.
funny ads - but not always for the right reasons
BDI (Brand development index)
Advocacy
Forgetting Rate

41. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Functional needs
Jury Tests
Institutional Advertisements
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

42. Time - place of sale - environment
Finance Allowance
Nonpersonal influences on consumer behavior
Allowances and Discounts
Brand loyalty

43. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Premiums
Continuous (Steady) Schedule
creating a picture of the concept they want to convey
Digital Interactive Media

44. Simply the percentage of homes exposed to an advertising media
Competitive Institutional
Print Media
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
Rating

45. Reach (% of total market) x Frequency
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Gross Ratings Points (GRPs)
Forgetting Rate
Exchange

46. Ads that state the position of a company on an issue.
Advocacy
Exchange
Habits
Rating

47. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
audience - ad message itself - communications media - and the product concept
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Allowances and Discounts

48. Types of Advertisements
Sales Advertising
1. Product Advertisements 2. Institutional Advertisements
Sales Tests
the more audience attention

49. Ads used for announcements about what a company is - what it can do - and where it is located.
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Jury Tests
Pioneering Institutional
Institutional Advertising

50. Ads in magazines can be strategically placed in these places...
Habits
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Reach
Transit Advertising (Bus - taxi - and subway advertising)