Test your basic knowledge |

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. Informs consumers about services or merchandise offered at regular prices
Opinion leaders
Lead in paragraphs - interior paragraphs - trial close - and close
Regular price-line advertising
Market research

2. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Competitive Institutional
Theater Tests
Media class
Rebates

3. They use Retail Advertising because retail stores account for so much of the market
Sounds that are familiar
Local Advertisers
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Forgetting Rate

4. 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
cognitive dissonance
Unaided Recall
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
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

5. Interactive online advertising.
Frequently use the word 'you'
kickers - boldface and italics
Rich Media
Attitudes

6. Tests used to test ad alternatives.
Perception
Portfolio Tests
Attitude Tests
Market research

7. Advertisements focused on selling a product or service
Product Advertisements
1. Product Advertisements 2. Institutional Advertisements
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Comparative

8. Three Approaches to Setting Advertising Schedules
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Publicity Tools
Clearance advertising (a special form of sale advertising)
Loyalty Programs

9. Ads used for announcements about what a company is - what it can do - and where it is located.
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Pioneering Institutional
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
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

10. Common Advertising Appeals
Recency planning
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Functions of Marketing research
Print Media

11. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Outdoor Advertising (Billboard)
Competitive
Reachxfrequency
Cooperative

12. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
In-House Agencies
Flighting (Intermittent) Schedule
Publicity Tools
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

13. A discount on each case ordered during a specific time period.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Case Allowance
Digital Interactive Media
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces

14. Allow the audience to participate actively & immediately
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
CPM-TM
Digital Interactive Media
Advocacy

15. Changing behavior by inducing anxiety
Reminder Institutional
kickers - boldface and italics
Competitive
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

16. Affective Association

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

17. Promote brand recall
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Interpersonal influences on consumer behavior
Functions of Marketing research
Product Advertisements

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

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

19. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Clearance advertising (a special form of sale advertising)
Pioneering Institutional

20. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Merchandise Allowance
Coupons
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
STP Marketing (Segmenting - Targeting - Positioning)

21. Refers to the total number of different people or households exposed - at least once - to a medium in a certain amount of time - and effective reach is the quality of that exposure
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Reach
Reach

22. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Frequency
Post-Tests
Purchase Frequency
Pulse (Burst) Schedule

23. 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
Pioneering
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Horizontal cooperative advertising
Positively originated (transformational) motives

24. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Reminder Institutional
Competitive Institutional
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Ad research

25. Indicates the sales potential of a particular brand in a specific market area = percent of the brand's total U.S sales in the area/Percent of total U.S population in the areaX100
Trade-Oriented Sales Promotions (Trade Promotions)
Purposes of Marketing research
BDI (Brand development index)
Transit Advertising (Bus - taxi - and subway advertising)

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

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

27. Advertising showing one brand's strengths relative to its competitors.
Comparative
Reminder Institutional
Rating
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

28. What are the function of headlines?
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
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
Unaided Recall
Pulse (Burst) Schedule

29. 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
Nonpersonal influences on consumer behavior
Media class
Institutional Advertising

30. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Habits
Message development - You must create a message that gets into the minds of the consumer and target audience
BDI (Brand development index)
bleed pages - inserts - covers - front - inside front - inside back - and outside back

31. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
CPM-TM
Vertical cooperative advertising
Loyalty Programs

32. The number of different people or households exposed to an ad.
Pioneering
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Reach
the more audience attention

33. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Vertical cooperative advertising
Product Placement
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Premiums

34. Offering the product free or at a greatly reduced price.
Cost per Thousand (CPM)
Integrated Marketing Communications
Samples
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

35. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Rating
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

36. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Consumer-Oriented Sales Promotions (Consumer Promotions)
Purchase Frequency
Lead in paragraphs - interior paragraphs - trial close - and close
CPM

37. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Marketing research
Recency planning
Print Media
Coupons

38. 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.
Segmenting
Outdoor Advertising (Billboard)
Inquiry Tests
Permission-Based Advertising

39. The cost of reaching 1 - 000 individuals or households with the advertising message.
Reference groups
Reach
Digital Interactive Media
Cost per Thousand (CPM)

40. What are the types of subheads?
kickers - boldface and italics
Product Advertisements
Classified Advertising
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

41. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
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
Samples
Utility
Participants in the marketing process

42. Studies such as controlled experiments and consumer purchase tests.
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Buyer Turnover
Functions of Marketing research
Sales Tests

43. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Theater Tests
Premiums
Point-of-Purchase Displays
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

44. Customer's perception of product/service; sometimes advertisers need to change those perceptions. As well as seller's perception of customer's needs - wants - objectives.
BDI (Brand development index)
Point-of-Purchase Displays
Perception
Sales Advertising

45. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising
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
Deals
cognitive dissonance

46. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
CPM
Brand loyalty
Inquiry Tests
Cooperative Advertising

47. 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.
Inquiry Tests
cognitive dissonance
Reminder
Sounds that are familiar

48. Elements of an advertising message
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Full-Service Agency
Purchase Frequency
audience - ad message itself - communications media - and the product concept

49. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Direct Mail Advertising
Local Advertisers
Exchange

50. Forms of Product Advertising
Allowances and Discounts
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Classified Advertising