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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. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Media vehicle
creating a picture of the concept they want to convey
Publicity Tools

2. The speed which buyers forget the brand if advertising is not seen.
Forgetting Rate
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
1. Product Advertisements 2. Institutional Advertisements
CPM

3. Broad category of media - such as television - radio or newspaper
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
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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
Media class

4. What are the positives to newspapers as a form of mass media?
Functions of Marketing research
Rating
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. 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. Persuade the customer
Classified Advertising
Attitudes
creating a picture of the concept they want to convey
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

6. Duration of an advertising message or campaign over a given period of time - sustains memory
Continuity
audience - ad message itself - communications media - and the product concept
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
Unaided Recall

7. 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
Participants in the marketing process
Positively originated (transformational) motives
Reach
Sounds that are familiar

8. Consumer needs - product development - assess effectiveness - financial planning and quality control
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
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
Recency planning
Functions of Marketing research

9. Situate the brand socially
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
Limited-Service Agency
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
In-House Agencies

10. Specializes in one aspect of the advertising process such as creative services to develop the advertising copy - buying previously un-purchased media - or providing internet services.
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Limited-Service Agency
Reminder
Reference groups

11. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
1. Product Advertisements 2. Institutional Advertisements
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
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

12. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
CPM
the more audience attention
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)

13. What does the layout of an ad consist of?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Aided Recall
In-House Agencies
Foreign Media

14. Ads that state the position of a company on an issue.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Advocacy
Integrated Marketing Communications
Segmenting

15. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Deals
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Transit Advertising (Bus - taxi - and subway advertising)
the more audience attention

16. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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
Forgetting Rate
Nonpersonal influences on consumer behavior

17. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
Comparative
Positively originated (transformational) motives
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

18. Cost of media buy/targeted audienceX1 - 000
Interpersonal influences on consumer behavior
CPM-TM
Jury Tests
Premiums

19. 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'
Frequency
Pioneering Institutional
Institutional Advertising
Continuity

20. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Continuity
Loyalty Programs
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

21. Recruit new customers - retain current customers - and regain lost customers
Cooperative Advertising
Purposes of Marketing research
Flighting (Intermittent) Schedule
Cost per Thousand (CPM)

22. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Functions of Marketing research
Aided Recall
Continuous (Steady) Schedule
cognitive dissonance

23. Evaluation process conducted before the ads are in place to determine whether the ad communicates the intended message or to select among alternative versions of the ad.
Perception
Pretests
Outdoor Advertising (Billboard)
Print Media

24. Allow the audience to participate actively & immediately
Digital Interactive Media
Permission-Based Advertising
Media class
Electronic Media

25. What are the function of headlines?
Classified Advertising
Flighting (Intermittent) Schedule
the more audience attention
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

26. The percentage of households in a market that are tuned to a particular TV/radio show.
CB - The Consumer Decision Process
Cooperative
Reach
Rating

27. Placing items on sale and offering two-for-one specials of other deals
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
Functional needs
Classified Advertising
Sales Advertising

28. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
cognitive dissonance
Competitive Institutional
Product Placement
Contests

29. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Frequency
Nonpersonal influences on consumer behavior
CB - The Consumer Decision Process
Direct Mail Advertising

30. Transform consumption experience
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
Print Media
Competitive
Ones with fewer words

31. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Negatively originated (informational) motives
Coupons
Finance Allowance
Merchandise Allowance

32. What are the types of subheads?
audience - ad message itself - communications media - and the product concept
Maslow's hierarchy of needs theory of motivation based on unmet human needs
kickers - boldface and italics
Interpersonal influences on consumer behavior

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

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34. Form - task - possession - time - place utility
Functional needs
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Advocacy
Portfolio Tests

35. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Institutional Advertisements
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Product Placement

36. 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)
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Cost per Thousand (CPM)
Classified Advertising

37. Gathering - recording - and analyzing new information to help managers make marketing decisions
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Marketing research
Contests
Nonpersonal influences on consumer behavior

38. 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
Sales Tests
Positively originated (transformational) motives
BDI (Brand development index)

39. 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
Advocacy
Continuity
Clearance advertising (a special form of sale advertising)
Media class

40. Markets are segmented - products are positioned
Pioneering Institutional
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
BDI (Brand development index)
Segmenting

41. Interactive online advertising.
Flighting (Intermittent) Schedule
Reference groups
Rich Media
Positively originated (transformational) motives

42. 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.
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Permission-Based Advertising
Institutional Advertising
Classified Advertising

43. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Exchange
funny ads - but not always for the right reasons
Reach

44. People we try to emulate or whose approval concerns us
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
Reference groups
Direct Mail Advertising

45. Content advertising
Purchase Frequency
Pioneering
the more audience attention
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

46. What are the types of Formatting the Body Copy?
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Lead in paragraphs - interior paragraphs - trial close - and close
Pioneering Institutional
Functions of Marketing research

47. Advertising showing one brand's strengths relative to its competitors.
Product Advertising
Comparative
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
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

48. Advertisements focused on selling a product or service
Product Advertisements
Samples
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Transit Advertising

49. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Print Media
Cooperative Advertising
Flighting (Intermittent) Schedule
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

50. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
kickers - boldface and italics
STP Marketing (Segmenting - Targeting - Positioning)
Continuous (Steady) Schedule
Perception