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Advertising

Instructions:

Answer 50 questions in 15 minutes.
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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. 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.
Attitude Tests
Trade-Oriented Sales Promotions (Trade Promotions)
1. Product Advertisements 2. Institutional Advertisements
Transit Advertising

2. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
CB - The Consumer Decision Process
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
Flighting (Intermittent) Schedule

3. Offers the return of money based on proof of purchase.
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
Point-of-Purchase Displays
Rebates
Pulse (Burst) Schedule

4. Three Common Discounts and Allowances
cognitive dissonance
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Permission-Based 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

5. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Nonpersonal 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
Transit Advertising (Bus - taxi - and subway advertising)
Frequency

6. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
CPM-TM
Print Media
Brand loyalty
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

7. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
kickers - boldface and italics
Brand interest
Direct Mail Advertising
Institutional Advertisements

8. They use Retail Advertising because retail stores account for so much of the market
Cooperative Advertising
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Buyer Turnover
Local Advertisers

9. 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
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Reminder Institutional
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
Clearance advertising (a special form of sale advertising)

10. The average number of times a person in the target audience is exposed to an ad.
Contests
Frequency
Local Advertisers
Lead in paragraphs - interior paragraphs - trial close - and close

11. Addition product information - product samples - or premiums are offered to an ad's readers or viewers. Ads generating the most inquiries are presumed to be the most effective.
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
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Inquiry Tests
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

12. Placing items on sale and offering two-for-one specials of other deals
Cooperative
Sales Advertising
Clearance advertising (a special form of sale advertising)
Sounds that are familiar

13. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
Reference groups
funny ads - but not always for the right reasons
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

14. Link key attributes to the brand name
Nonpersonal influences on consumer behavior
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
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
Loyalty Programs

15. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Institutional Advertising
Media vehicle
Buyer Turnover

16. What are the function of headlines?
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
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
Rating
Place-Based Media

17. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
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
Participants in the marketing process
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Premiums

18. Information gathered about a particular market or market segment
Unaided Recall
funny ads - but not always for the right reasons
Market research
Comparative

19. Markets are segmented - products are positioned
Attitude Tests
Functional needs
Marketing research
Segmenting

20. Stages of ad development
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Trade-Oriented Sales Promotions (Trade Promotions)
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Brand loyalty

21. Affective Association

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22. What kind of ads are most often remembered?
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
Exchange
Cooperative
funny ads - but not always for the right reasons

23. Recruit new customers - retain current customers - and regain lost customers
CPM-TM
BDI (Brand development index)
Purposes of Marketing research
CPM

24. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
Pioneering Institutional
Brand interest
Reminder

25. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
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
Contests
Rating
Utility

26. Reach (% of total market) x Frequency
Interpersonal influences on consumer behavior
Product Advertisements
Gross Ratings Points (GRPs)
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

27. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Habits
Samples
Trade-Oriented Sales Promotions (Trade Promotions)
Exchange

28. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Post-Tests
CB - The Consumer Decision Process
Rebates
Vertical cooperative advertising

29. What are the positives to newspapers as a form of mass media?
Recency planning
Contests
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

30. 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)
Classified Advertising
Competitive
Functions of Marketing research
Sales Advertising

31. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Foreign Media
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
STP Marketing (Segmenting - Targeting - Positioning)

32. Made up of the company's own advertising staff. They may provide full services or limited services.
Ad research
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
In-House Agencies
Pulse (Burst) Schedule

33. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Marketing research
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Trade-Oriented Sales Promotions (Trade Promotions)
Continuity

34. The number of different people or households exposed to an ad.
Reach
Exchange
Coupons
Print Media

35. Approaches to Post-Testing
Rating
Digital Interactive Media
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Exchange

36. The greater size of an ad illustration...
Pioneering Institutional
Opinion leaders
the more audience attention
Classified Advertising

37. Broad category of media - such as television - radio or newspaper
Sales Tests
Media class
Full-Service Agency
Pulse (Burst) Schedule

38. Define the brand image
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
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Digital Interactive Media
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

39. Merchandise offered free or at a significant discount.
Reference groups
Premiums
Sounds that are familiar
Media vehicle

40. Studies such as controlled experiments and consumer purchase tests.
kickers - boldface and italics
Permission-Based Advertising
Sales Tests
Rich Media

41. The speed which buyers forget the brand if advertising is not seen.
Functions of Marketing research
Frequency
Forgetting Rate
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

42. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
kickers - boldface and italics
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Pioneering
Media vehicle

43. What are the standard subjects for ad visuals?
Gross Ratings Points (GRPs)
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
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
Product Placement

44. What kinds of ads resonate more?
Ones with fewer words
Cooperative Advertising
In-House Agencies
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

45. Three Approaches to Setting Advertising Schedules
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Ad research
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

46. Types of Advertisements
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
1. Product Advertisements 2. Institutional Advertisements
Utility
Participants in the marketing process

47. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Vertical cooperative advertising
Market research
Rebates

48. Is the products ability to satisfy both functional needs & symbolic wants
Consumer-Oriented Sales Promotions (Consumer Promotions)
Nonpersonal influences on consumer behavior
Utility
Deals

49. The manufacturer provides the complete ads & shares the cost of the advertising time or space
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
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Utility
Vertical cooperative advertising

50. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pioneering
Aided Recall
Reminder Institutional
Vertical cooperative advertising