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Advertising

Instructions:

Answer 50 questions in 15 minutes.
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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. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
STP Marketing (Segmenting - Targeting - Positioning)
Theater Tests
Buyer Turnover
Pioneering Institutional

2. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Maslow's hierarchy of needs theory of motivation based on unmet human needs
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Electronic Media
Transit Advertising (Bus - taxi - and subway advertising)

3. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
Pulse (Burst) Schedule
Loyalty Programs
Maslow's hierarchy of needs theory of motivation based on unmet human needs

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

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5. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Market research
STP Marketing (Segmenting - Targeting - Positioning)
Gross Ratings Points (GRPs)
Continuous (Steady) Schedule

6. Reimbursing a retailer for extra in-store support or special featuring of the brand.
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
Full-Service Agency
Merchandise Allowance

7. What do the most effective radio commercials use?
the more audience attention
Functions of Marketing research
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Sounds that are familiar

8. What are the positives to newspapers as a form of mass media?
Brand interest
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
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
Segmenting

9. What kinds of ads resonate more?
Ones with fewer words
Horizontal cooperative advertising
Continuity
Trade-Oriented Sales Promotions (Trade Promotions)

10. What are the standard subjects for ad visuals?
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
Reminder Institutional
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
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

11. Three Common Discounts and Allowances
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
kickers - boldface and italics
Theater Tests

12. 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
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Negatively originated (informational) motives
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

13. 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.
Purchase Frequency
Recency planning
Limited-Service Agency
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate

14. Informs consumers about services or merchandise offered at regular prices
Regular price-line advertising
Unaided Recall
Gross Ratings Points (GRPs)
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

15. Where is the advertising and brand battle won or lost?
Functional needs
Gross Ratings Points (GRPs)
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
Message development - You must create a message that gets into the minds of the consumer and target audience

16. The cost of reaching 1 - 000 individuals or households with the advertising message.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Cost per Thousand (CPM)
Outdoor Advertising (Billboard)
Integrated Marketing Communications

17. Allow the audience to participate actively & immediately
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Local Advertisers
Digital Interactive Media
Product Advertisements

18. 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
CB - The Consumer Decision Process
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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

19. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Brand interest
Competitive
Vertical cooperative advertising
Local Advertisers

20. Is an individual's openness or curiosity about a brand
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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
Brand interest
Local Advertisers

21. Firms in the same business (real-estate agents - insurance agents - pharmacies - car dealers - or travel agents) or in the same part of town advertise jointly
Horizontal cooperative advertising
1. Product Advertisements 2. Institutional Advertisements
Reminder Institutional
Inquiry Tests

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

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23. Types of audience resonance

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24. Gross rating points =
Functional needs
Theater Tests
Nonpersonal influences on consumer behavior
Reachxfrequency

25. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Market research
Aided Recall
Frequently use the word 'you'
Digital Interactive Media

26. The more frequently a product is purchased - the less repetition is required.
Unaided Recall
Purchase Frequency
Outdoor Advertising (Billboard)
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'
Frequency
Horizontal cooperative advertising
Flighting (Intermittent) Schedule
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

28. Joining together in a consistent manner everything that communicates with customers
Reminder
Integrated Marketing Communications
Functions of Marketing research
audience - ad message itself - communications media - and the product concept

29. Promote brand recall
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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
Reference groups
the more audience attention

30. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
International Media
Samples
Consumer-Oriented Sales Promotions (Consumer Promotions)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

31. Party Responsible for Carrying Out Advertising Program
Gross Ratings Points (GRPs)
Reach
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Outdoor Advertising (Billboard)

32. Consumer needs - product development - assess effectiveness - financial planning and quality control
Message development - You must create a message that gets into the minds of the consumer and target audience
Flighting (Intermittent) Schedule
Functions of Marketing research
Permission-Based Advertising

33. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Classified Advertising
1. Product Advertisements 2. Institutional Advertisements
Theater Tests

34. The feelings of doubt and concern after a purchase is made. dissonance increases when: (1) the purchase price is high (2) there are many close alternatives (3) the item is intangible (4) the purchase is important (5) the item purchased lasts a long
Competitive Institutional
cognitive dissonance
funny ads - but not always for the right reasons
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

35. Broad category of media - such as television - radio or newspaper
Buyer Turnover
Limited-Service Agency
Media class
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

36. Common Advertising Appeals
Reach
Transit Advertising
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Post-Tests

37. 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
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
Ones with fewer words
Electronic Media

38. 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.
Theater Tests
Buyer Turnover
Competitive Institutional
Permission-Based Advertising

39. Ads that state the position of a company on an issue.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Advocacy
Frequently use the word 'you'
Trade-Oriented Sales Promotions (Trade Promotions)

40. They use Retail Advertising because retail stores account for so much of the market
Reminder Institutional
International Media
Utility
Local Advertisers

41. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Cost per Thousand (CPM)
Publicity Tools
Advocacy

42. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Habits
Cost per Thousand (CPM)
Comparative
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

43. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Ones with fewer words
CPM
Foreign Media
Marketing research

44. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Publicity Tools
Purchase 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

45. Placing items on sale and offering two-for-one specials of other deals
Transit Advertising (Bus - taxi - and subway advertising)
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Sales Advertising
Rich Media

46. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Reachxfrequency
Message development - You must create a message that gets into the minds of the consumer and target audience
Cooperative
CPM

47. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Product Placement
Unaided Recall
Attitudes
Lead in paragraphs - interior paragraphs - trial close - and close

48. What does the layout of an ad consist of?
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
Reachxfrequency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Gross Ratings Points (GRPs)

49. Some methods for scheduling media
Brand loyalty
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Deals
Product Advertising

50. 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
Cooperative Advertising
Market research
Rating