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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. Markets are segmented - products are positioned
Segmenting
Regular price-line advertising
Exchange
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces

2. 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
creating a picture of the concept they want to convey
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Clearance advertising (a special form of sale advertising)

3. Link key attributes to the brand name
Cost per Thousand (CPM)
creating a picture of the concept they want to convey
Transit Advertising (Bus - taxi - and subway advertising)
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

4. Where is the advertising and brand battle won or lost?
Inquiry Tests
Samples
Message development - You must create a message that gets into the minds of the consumer and target audience
Sounds that are familiar

5. Three Common Discounts and Allowances
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Lead in paragraphs - interior paragraphs - trial close - and close
Rossiter & Percy's Fundamental Motives
Rebates

6. Types of Publicity Tools
Purposes of Marketing research
Attitude 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
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)

7. Merchandise offered free or at a significant discount.
Premiums
Continuous (Steady) Schedule
Reach
Product Placement

8. 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.
Classified Advertising
Jury Tests
Market research
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

9. 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.
Buyer Turnover
Recency planning
Vertical cooperative advertising
Permission-Based Advertising

10. Transform consumption experience
Portfolio Tests
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
CB - The Consumer Decision Process
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

11. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Trade-Oriented Sales Promotions (Trade Promotions)
Exchange
Frequently use the word 'you'
Transit Advertising (Bus - taxi - and subway advertising)

12. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
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
Flighting (Intermittent) Schedule
Media class

13. Approaches to Post-Testing
Competitive
Institutional Advertisements
Transit Advertising (Bus - taxi - and subway advertising)
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

14. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Message development - You must create a message that gets into the minds of the consumer and target audience
Institutional Advertising
Frequently use the word 'you'
Foreign Media

15. 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
Positively originated (transformational) motives
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
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
Maslow's hierarchy of needs theory of motivation based on unmet human needs

16. Interactive online advertising.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Rich Media
funny ads - but not always for the right reasons
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder

17. Reach (% of total market) x Frequency
Pioneering Institutional
Sounds that are familiar
Integrated Marketing Communications
Gross Ratings Points (GRPs)

18. Joining together in a consistent manner everything that communicates with customers
Comparative
Attitudes
Integrated Marketing Communications
Exchange

19. Advertising used to reinforce previous knowledge of a product.
Institutional Advertisements
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
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Reminder

20. What are the function of headlines?
Cost per Thousand (CPM)
Attitude Tests
Aided Recall
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

21. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
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
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Deals
Post-Tests

22. Common Advertising Appeals
Cooperative Advertising
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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
Local Advertisers

23. What do the most effective radio commercials use?
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
Vertical cooperative advertising
Sounds that are familiar

24. Forms of Product Advertising
Competitive Institutional
Direct Mail Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Brand loyalty

25. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Institutional Advertisements
Pioneering Institutional
Competitive
Maslow's hierarchy of needs theory of motivation based on unmet human needs

26. They use Retail Advertising because retail stores account for so much of the market
Market research
Participants in the marketing process
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
Local Advertisers

27. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Exchange
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
Product Placement
Positively originated (transformational) motives

28. What are the principles of design?
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
Advocacy
Perception
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

29. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Institutional Advertisements
Point-of-Purchase Displays
BDI (Brand development index)
Place-Based Media

30. The greater size of an ad illustration...
Cooperative
Rebates
the more audience attention
Case Allowance

31. Simply the percentage of homes exposed to an advertising media
Ad research
Coupons
Rating
the more audience attention

32. A discount on each case ordered during a specific time period.
Digital Interactive Media
Vertical cooperative advertising
Contests
Case Allowance

33. Content advertising
Perception
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Forgetting Rate
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

34. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Cooperative Advertising
Lead in paragraphs - interior paragraphs - trial close - and close
Product Placement
Continuous (Steady) Schedule

35. Three Approaches to Setting Advertising Schedules
Reminder Institutional
Coupons
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
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

36. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Loyalty Programs
Outdoor Advertising (Billboard)
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
Vertical cooperative advertising

37. Stages of ad development
thumbnails - roughs - dummies - comprehensives (elaborate draft)
cognitive dissonance
Aided Recall
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

38. Recruit new customers - retain current customers - and regain lost customers
Advocacy
Purposes of Marketing research
Reminder Institutional
Reference groups

39. Types of audience resonance

40. Scare the consumer into action
Rich Media
Limited-Service Agency
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)
Gross Ratings Points (GRPs)

41. Of radio & tv used to be called broadcast media; but with advent of cable TV - many programs are now transmitted electronically though wires rather than broadcast through the air
Ones with fewer words
Purchase Frequency
Electronic Media
Cooperative Advertising

42. 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
Reach
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
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

43. Gross rating points =
Media vehicle
Horizontal cooperative advertising
Deals
Reachxfrequency

44. What does the layout of an ad consist of?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Purchase Frequency
Forgetting Rate
CPM

45. Form - task - possession - time - place utility
Finance Allowance
Functional needs
Allowances and Discounts
Point-of-Purchase Displays

46. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Clearance advertising (a special form of sale advertising)
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Full-Service Agency

47. Is our acquired mental position regarding some idea or object
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
cognitive dissonance
Attitudes
Rebates

48. Cost of media buy/targeted audienceX1 - 000
CPM-TM
Product Advertisements
Habits
Purchase Frequency

49. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
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)
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
International Media
Utility

50. Is an individual's openness or curiosity about a brand
Brand interest
Reach
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
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