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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. Advertising showing one brand's strengths relative to its competitors.
Gross Ratings Points (GRPs)
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Product Placement
Comparative

2. Promote brand recall
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Rating
Frequency
Maslow's hierarchy of needs theory of motivation based on unmet human needs

3. Consumer needs - product development - assess effectiveness - financial planning and quality control
Sounds that are familiar
Functions of Marketing research
funny ads - but not always for the right reasons
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

4. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Reachxfrequency
Flighting (Intermittent) Schedule
Trade-Oriented Sales Promotions (Trade Promotions)
Consumer-Oriented Sales Promotions (Consumer Promotions)

5. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Institutional Advertising
Reminder Institutional
Institutional Advertisements
Attitudes

6. They use Retail Advertising because retail stores account for so much of the market
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Unaided Recall
Pretests
Local Advertisers

7. Visualization/conceptualization
creating a picture of the concept they want to convey
Frequency
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
Point-of-Purchase Displays

8. Define the brand image
Habits
Merchandise Allowance
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Consumer-Oriented Sales Promotions (Consumer Promotions)

9. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Message development - You must create a message that gets into the minds of the consumer and target audience
Local Advertisers
Full-Service Agency

10. Reach (% of total market) x Frequency
Lead in paragraphs - interior paragraphs - trial close - and close
Jury Tests
Gross Ratings Points (GRPs)
Reference groups

11. Form - task - possession - time - place utility
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Functional needs
Product Placement
Trade-Oriented Sales Promotions (Trade Promotions)

12. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Media vehicle
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Integrated Marketing Communications

13. The cost of reaching 1 - 000 individuals or households with the advertising message.
Coupons
Product Placement
Cost per Thousand (CPM)
Reach

14. The average number of times a person in the target audience is exposed to an ad.
Frequency
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Portfolio 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

15. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Finance Allowance
Inquiry Tests
Unaided Recall
Contests

16. Offering the product free or at a greatly reduced price.
Marketing research
Samples
Point-of-Purchase Displays
Frequently use the word 'you'

17. Respondents are asked questions to measure changes in their attitudes after an ad campaign - such as whether they have a more favorable attitude toward the product advertised.
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Attitude Tests
Attitudes

18. Gathering - recording - and analyzing new information to help managers make marketing decisions
In-House Agencies
Marketing research
Frequency
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

19. The percentage of households in a market that are tuned to a particular TV/radio show.
Rating
Unaided Recall
Competitive Institutional
Sweepstakes

20. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Cooperative Advertising
Consumer-Oriented Sales Promotions (Consumer Promotions)
Finance Allowance
Continuous (Steady) Schedule

21. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Foreign Media
Brand loyalty
Case Allowance

22. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
CPM-TM
funny ads - but not always for the right reasons
Institutional Advertisements
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

23. Ads that simply bring the company's name to the attention of its target market again.
Horizontal cooperative advertising
Cost per Thousand (CPM)
Sales Advertising
Reminder Institutional

24. Interactive online advertising.
Allowances and Discounts
Vertical cooperative advertising
Continuity
Rich Media

25. What are the kinds of copy you can have in an ad?
Vertical cooperative advertising
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
funny ads - but not always for the right reasons
Portfolio Tests

26. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Rating
Local Advertisers
Cooperative

27. 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'
Sales Tests
Rossiter & Percy's Fundamental Motives
Flighting (Intermittent) Schedule
Frequency

28. Duration of an advertising message or campaign over a given period of time - sustains memory
Continuity
Advocacy
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: 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

29. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Transit Advertising (Bus - taxi - and subway advertising)
Theater Tests
Ad research
Case Allowance

30. Advertising that promotes a specific brand's features and benefits.
thumbnails - roughs - dummies - comprehensives (elaborate draft)
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
Competitive
Integrated Marketing Communications

31. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Publicity Tools
kickers - boldface and italics
Brand loyalty
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate

32. Persuade the customer
Competitive Institutional
Attitudes
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
Positively originated (transformational) motives

33. 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.
Media class
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Jury Tests
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

34. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Gross Ratings Points (GRPs)
Allowances and Discounts
Media vehicle
Finance Allowance

35. The greater size of an ad illustration...
Allowances and Discounts
the more audience attention
Rating
Product Advertising

36. Cost of media buy/targeted audienceX1 - 000
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Ones with fewer words
CPM-TM
Deals

37. Types of audience resonance

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

39. 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
Cost per Thousand (CPM)
Frequency
Negatively originated (informational) motives
Merchandise Allowance

40. What are the types of headlines?
Consumer-Oriented Sales Promotions (Consumer Promotions)
kickers - boldface and italics
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Vertical cooperative advertising

41. Value of Promotion
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Reminder Institutional
Interpersonal influences on consumer behavior
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

42. Allow the audience to participate actively & immediately
Place-Based Media
Aided Recall
Digital Interactive Media
Jury Tests

43. 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.
funny ads - but not always for the right reasons
Rossiter & Percy's Fundamental Motives
Forgetting Rate
Sweepstakes

44. Made up of the company's own advertising staff. They may provide full services or limited services.
In-House Agencies
Trade-Oriented Sales Promotions (Trade Promotions)
Functional needs
Merchandise Allowance

45. Time - place of sale - environment
Institutional Advertising
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
Nonpersonal influences on consumer behavior
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

46. Link key attributes to the brand name
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
Interpersonal influences on consumer behavior
Coupons
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

47. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Reminder Institutional
Vertical cooperative advertising
Full-Service Agency
Merchandise Allowance

48. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Advocacy
Merchandise Allowance
Place-Based Media
thumbnails - roughs - dummies - comprehensives (elaborate draft)

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

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50. 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.
Inquiry Tests
Opinion leaders
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Limited-Service Agency