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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. Merchandise offered free or at a significant discount.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
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)
Premiums
Transit Advertising

2. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Product Advertising
Post-Tests
Finance Allowance
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

3. Duration of an advertising message or campaign over a given period of time - sustains memory
Reach
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
Product Placement
Continuity

4. Promotes a specific product or service and stimulates short term action while building awareness of the business
Finance Allowance
Reach
Product Advertising
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

5. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Transit Advertising (Bus - taxi - and subway advertising)
Point-of-Purchase Displays
Habits
Maslow's hierarchy of needs theory of motivation based on unmet human needs

6. Ads on the interior and exterior of busses - subways - and taxis.
Opinion leaders
Place-Based Media
Exchange
Transit Advertising

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

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8. Is our acquired mental position regarding some idea or object
cognitive dissonance
Attitudes
audience - ad message itself - communications media - and the product concept
Marketing research

9. What kinds of ads resonate more?
Ones with fewer words
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Case Allowance
Cost per Thousand (CPM)

10. Persuade the customer
Point-of-Purchase Displays
Transit Advertising (Bus - taxi - and subway 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
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

11. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Flighting (Intermittent) Schedule
Cooperative Advertising
Attitudes
Reference groups

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

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13. 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'
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Frequency
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Point-of-Purchase Displays

14. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Regular price-line advertising
Frequency
Competitive

15. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Product Advertisements
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
Place-Based Media

16. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Segmenting
Full-Service Agency
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
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

17. Forms of Institutional Advertisements
Continuous (Steady) Schedule
Gross Ratings Points (GRPs)
Rossiter & Percy's Fundamental Motives
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

18. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Institutional Advertising
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Permission-Based Advertising

19. Where is the advertising and brand battle won or lost?
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Ad research
Message development - You must create a message that gets into the minds of the consumer and target audience

20. The cost of reaching 1 - 000 individuals or households with the advertising message.
Functions of Marketing research
Ad research
Cost per Thousand (CPM)
creating a picture of the concept they want to convey

21. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Electronic Media
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Place-Based Media
Continuity

22. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Aided Recall
Deals
Coupons
Portfolio Tests

23. Affective Association

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24. 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
Pretests
Negatively originated (informational) motives
Lead in paragraphs - interior paragraphs - trial close - and close
Competitive Institutional

25. People we try to emulate or whose approval concerns us
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Brand loyalty
Reference groups

26. Tests used to test ad alternatives.
Premiums
STP Marketing (Segmenting - Targeting - Positioning)
Reminder Institutional
Portfolio Tests

27. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
International Media
Pulse (Burst) Schedule
Transit Advertising (Bus - taxi - and subway advertising)
Marketing research

28. Information gathered about a particular market or market segment
Merchandise Allowance
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Local Advertisers
Market research

29. 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.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Jury Tests
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Contests

30. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Merchandise Allowance
Reach
STP Marketing (Segmenting - Targeting - Positioning)
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

31. Approaches to Post-Testing
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Clearance advertising (a special form of sale advertising)
1. Product Advertisements 2. Institutional Advertisements
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

32. Types of Advertisements
Sweepstakes
Direct Mail Advertising
1. Product Advertisements 2. Institutional Advertisements
Loyalty Programs

33. 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.
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
Full-Service Agency
Habits
Unaided Recall

34. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Message development - You must create a message that gets into the minds of the consumer and target audience
Rebates
kickers - boldface and italics
Merchandise Allowance

35. Family - society - reference groups - opinion leaders
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Interpersonal influences on consumer behavior
Finance Allowance
Brand interest

36. What are the function of headlines?
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
STP Marketing (Segmenting - Targeting - Positioning)
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

37. Is the products ability to satisfy both functional needs & symbolic wants
Product 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
Deals
Utility

38. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
BDI (Brand development index)
Direct Mail Advertising
International Media
Inquiry Tests

39. 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
Pulse (Burst) Schedule
Regular price-line advertising
Maslow's hierarchy of needs theory of motivation based on unmet human needs

40. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Finance Allowance
1. Product Advertisements 2. Institutional Advertisements
Media vehicle
Case Allowance

41. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Coupons
Consumer-Oriented Sales Promotions (Consumer Promotions)
Habits
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

42. Party Responsible for Carrying Out Advertising Program
Reachxfrequency
Finance Allowance
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Transit Advertising (Bus - taxi - and subway advertising)

43. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Habits
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
BDI (Brand development index)
STP Marketing (Segmenting - Targeting - Positioning)

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

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45. The feelings of doubt and concern after a purchase is made. dissonance increases when: (1) the purchase price is high (2) there are many close alternatives (3) the item is intangible (4) the purchase is important (5) the item purchased lasts a long
Sales Tests
cognitive dissonance
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
creating a picture of the concept they want to convey

46. Offers the return of money based on proof of purchase.
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
Point-of-Purchase Displays
Classified Advertising
Rebates

47. Simply the percentage of homes exposed to an advertising media
Reach
Rating
Perception
Message development - You must create a message that gets into the minds of the consumer and target audience

48. Transform consumption experience
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
Continuous (Steady) Schedule
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
Coupons

49. Situate the brand socially
Rich Media
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
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
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

50. Gross rating points =
BDI (Brand development index)
Case Allowance
Reachxfrequency
Purchase Frequency