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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. Elements of an advertising message
Institutional Advertisements
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
audience - ad message itself - communications media - and the product concept
Continuity

2. The moment someone recognizes a need or want that might be satisfied by. 1.Need Recognition 2.Search Information and Alternative Evaluation 3. Purchase 4.Post-purchase use and evaluation
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Opinion leaders
Transit Advertising (Bus - taxi - and subway advertising)
CB - The Consumer Decision Process

3. The more frequently a product is purchased - the less repetition is required.
Rossiter & Percy's Fundamental Motives
the more audience attention
Opinion leaders
Purchase Frequency

4. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Merchandise Allowance
Foreign Media
Institutional Advertisements
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

5. Tests used to test ad alternatives.
Premiums
Recency planning
Portfolio Tests
Clearance advertising (a special form of sale advertising)

6. Types of Advertisements
1. Product Advertisements 2. Institutional Advertisements
Habits
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Media vehicle

7. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Reachxfrequency
Full-Service Agency
Post-Tests

8. Promote brand recall
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Regular price-line advertising
Portfolio Tests
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

9. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Institutional Advertisements
Product Placement
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Integrated Marketing Communications

10. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Aided Recall
Premiums
Inquiry Tests
Pulse (Burst) Schedule

11. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Reminder
Rating
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Opinion leaders

12. Duration of an advertising message or campaign over a given period of time - sustains memory
Coupons
Unaided Recall
Attitudes
Continuity

13. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Sounds that are familiar
Print Media
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Cooperative Advertising

14. Transform consumption experience
Rating
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Functions of Marketing research
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

15. What do the most effective radio commercials use?
Sounds that are familiar
Opinion leaders
Cost per Thousand (CPM)
Theater Tests

16. Cost of media buy/targeted audienceX1 - 000
International Media
Opinion leaders
Forgetting Rate
CPM-TM

17. The speed which buyers forget the brand if advertising is not seen.
Competitive
Forgetting Rate
1. Product Advertisements 2. Institutional Advertisements
the more audience attention

18. Displays that take the form of an advertising sign in high traffic areas of store aisles.
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
Reminder Institutional
Point-of-Purchase Displays
Pretests

19. The number of different people or households exposed to an ad.
Digital Interactive Media
Purposes of Marketing research
Reach
Gross Ratings Points (GRPs)

20. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuity
Continuous (Steady) Schedule
BDI (Brand development index)
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

21. 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
Clearance advertising (a special form of sale advertising)
Rating
Flighting (Intermittent) Schedule

22. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Outdoor Advertising (Billboard)
Local Advertisers
Flighting (Intermittent) Schedule
audience - ad message itself - communications media - and the product concept

23. People we try to emulate or whose approval concerns us
Reference groups
Brand interest
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Marketing research

24. Gross rating points =
Reminder
Reachxfrequency
Frequency
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

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

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26. Offering the product free or at a greatly reduced price.
Habits
Jury Tests
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

27. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
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
Ad research
Aided Recall
Participants in the marketing process

28. Merchandise offered free or at a significant discount.
Institutional Advertisements
Premiums
Local Advertisers
International Media

29. Recruit new customers - retain current customers - and regain lost customers
Permission-Based Advertising
Trade-Oriented Sales Promotions (Trade Promotions)
Purposes of Marketing research
Jury Tests

30. Link key attributes to the brand name
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
STP Marketing (Segmenting - Targeting - Positioning)
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Continuous (Steady) Schedule

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

32. Stages of ad development
Contests
Permission-Based Advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Product Placement

33. Factors of Scheduling Advertising
Full-Service Agency
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Premiums

34. Advertisements that tell people what a product is - what it can do - and where it can be found.
CPM-TM
Pioneering
Gross Ratings Points (GRPs)
Inquiry Tests

35. Visualization/conceptualization
creating a picture of the concept they want to convey
Portfolio Tests
Exchange
Recency planning

36. Some methods for scheduling media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Media vehicle
Rossiter & Percy's Fundamental Motives
Clearance advertising (a special form of sale advertising)

37. Types of Publicity Tools
Direct Mail 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
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Unaided Recall

38. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Frequency
Media vehicle
Place-Based Media
Integrated Marketing Communications

39. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Sweepstakes
Pulse (Burst) Schedule
Segmenting
Institutional Advertising

40. Allow the audience to participate actively & immediately
Functional needs
Electronic Media
Post-Tests
Digital Interactive Media

41. The percentage of households in a market that are tuned to a particular TV/radio show.
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Rebates
Rating
Transit Advertising

42. 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.
Jury Tests
Frequently use the word 'you'
Allowances and Discounts
Product Placement

43. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CPM
Buyer Turnover
Opinion leaders
Perception

44. Approaches to Post-Testing
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Product Advertising
Digital Interactive Media

45. Studies such as controlled experiments and consumer purchase tests.
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
Competitive
Sales Tests
Permission-Based Advertising

46. Affective Association

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47. What kinds of ads resonate more?
Ones with fewer words
Sales Advertising
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Place-Based Media

48. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Product Placement
Ones with fewer words
Allowances and Discounts
Vertical cooperative advertising

49. Define the brand image
Competitive
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Reference groups

50. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Market research
Pulse (Burst) Schedule
Utility
Positively originated (transformational) motives