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. 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.
Product Advertisements
Print Media
Deals
Sweepstakes

2. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Brand loyalty
kickers - boldface and italics
Trade-Oriented Sales Promotions (Trade Promotions)
Contests

3. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
Place-Based Media
Lead in paragraphs - interior paragraphs - trial close - and close
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

4. 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
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
Utility
Clearance advertising (a special form of sale advertising)
Product Advertisements

5. Influencing the brand choice of consumers who are 'ready to buy'
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Permission-Based Advertising
Recency planning

6. Ads on the interior and exterior of busses - subways - and taxis.
Institutional Advertising
Product Placement
Pretests
Transit Advertising

7. Informs consumers about services or merchandise offered at regular prices
Brand loyalty
Regular price-line advertising
Continuous (Steady) Schedule
Maslow's hierarchy of needs theory of motivation based on unmet human needs

8. Where is the advertising and brand battle won or lost?
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
Attitudes
Message development - You must create a message that gets into the minds of the consumer and target audience

9. What kind of ads are most often remembered?
funny ads - but not always for the right reasons
Local Advertisers
Purposes of Marketing research
Transit Advertising

10. Advertisements that tell people what a product is - what it can do - and where it can be found.
Premiums
Exchange
Continuity
Pioneering

11. Situate the brand socially
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
Rating
funny ads - but not always for the right reasons
Cooperative Advertising

12. Consumer needs - product development - assess effectiveness - financial planning and quality control
Transit Advertising
Functions of Marketing research
Loyalty Programs
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

13. Party Responsible for Carrying Out Advertising Program
Nonpersonal influences on consumer behavior
Habits
creating a picture of the concept they want to convey
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

14. Promotes a specific product or service and stimulates short term action while building awareness of the business
Product Advertising
Finance Allowance
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
Perception

15. Three Approaches to Setting Advertising Schedules
Media class
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
Recency planning

16. 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.
Frequently use the word 'you'
Rossiter & Percy's Fundamental Motives
Forgetting Rate
Unaided Recall

17. Tests used to test ad alternatives.
Place-Based Media
Portfolio Tests
Case Allowance
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

18. Types of Advertisements
1. Product Advertisements 2. Institutional Advertisements
CPM-TM
Reachxfrequency
funny ads - but not always for the right reasons

19. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Reminder
Vertical cooperative advertising
Utility
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

20. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Cost per Thousand (CPM)
Purchase Frequency
Post-Tests
Message development - You must create a message that gets into the minds of the consumer and target audience

21. Broad category of media - such as television - radio or newspaper
Sounds that are familiar
Pioneering Institutional
Perception
Media class

22. Ads that simply bring the company's name to the attention of its target market again.
Frequency
Reachxfrequency
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Reminder Institutional

23. Ads promoting the advantages of one product class over another product class and are used in markets where different product classes compete for the same buyers.
Competitive Institutional
1. Product Advertisements 2. Institutional Advertisements
Reach
Forgetting Rate

24. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
Functions of Marketing research
Sales Tests
Recency planning

25. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Competitive
Reminder Institutional
Loyalty Programs
Deals

26. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Media vehicle
Rating
Publicity Tools
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder

27. 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.
Premiums
Perception
Cooperative
Competitive Institutional

28. Scare the consumer into action
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)
Pioneering Institutional
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
Attitude Tests

29. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Direct Mail Advertising
Limited-Service Agency
Theater Tests
Outdoor Advertising (Billboard)

30. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Product Placement
Media vehicle
Foreign Media
Comparative

31. Elements of an advertising message
Maslow's hierarchy of needs theory of motivation based on unmet human needs
audience - ad message itself - communications media - and the product concept
Local Advertisers
International Media

32. 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
Integrated Marketing Communications
Consumer-Oriented Sales Promotions (Consumer Promotions)
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

33. The cost of reaching 1 - 000 individuals or households with the advertising message.
Product Placement
creating a picture of the concept they want to convey
Rich Media
Cost per Thousand (CPM)

34. Common Advertising Appeals
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Purposes of Marketing research
Reach
Gross Ratings Points (GRPs)

35. Made up of the company's own advertising staff. They may provide full services or limited services.
Habits
Full-Service Agency
In-House Agencies
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

36. Simply the percentage of homes exposed to an advertising media
Reminder Institutional
Message development - You must create a message that gets into the minds of the consumer and target audience
Rating
Sales Tests

37. 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
Institutional Advertising
Habits
Negatively originated (informational) motives
BDI (Brand development index)

38. Some methods for scheduling media
Integrated Marketing Communications
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Foreign Media
Reach

39. Is our acquired mental position regarding some idea or object
Direct Mail Advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Flighting (Intermittent) Schedule
Attitudes

40. Is an individual's openness or curiosity about a brand
Reachxfrequency
Rating
Continuous (Steady) Schedule
Brand interest

41. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Exchange
Frequently use the word 'you'
Comparative
Premiums

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.
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Jury Tests
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
Sales Tests

43. Stages of ad development
Exchange
Unaided Recall
Portfolio Tests
thumbnails - roughs - dummies - comprehensives (elaborate draft)

44. The speed which buyers forget the brand if advertising is not seen.
Loyalty Programs
Forgetting Rate
Electronic Media
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

45. The greater size of an ad illustration...
Case Allowance
the more audience attention
Electronic Media
Segmenting

46. Three Common Discounts and Allowances
Print Media
cognitive dissonance
Portfolio Tests
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

47. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Media class
International Media
Jury Tests
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

48. Affective Association

49. What does the layout of an ad consist of?
Pioneering
audience - ad message itself - communications media - and the product concept
Classified Advertising
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

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