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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. Types of Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Brand loyalty
1. Product Advertisements 2. Institutional Advertisements
Participants in the marketing process

2. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
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
CPM
BDI (Brand development index)
Local Advertisers

3. Party Responsible for Carrying Out Advertising Program
Ad research
Integrated Marketing Communications
Permission-Based Advertising
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

4. Merchandise offered free or at a significant discount.
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Flighting (Intermittent) Schedule
Classified Advertising
Premiums

5. Addition product information - product samples - or premiums are offered to an ad's readers or viewers. Ads generating the most inquiries are presumed to be the most effective.
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Inquiry Tests
Horizontal cooperative advertising
Pioneering Institutional

6. Changing behavior by inducing anxiety
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
Publicity Tools
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
Print Media

7. Indicates the sales potential of a particular brand in a specific market area = percent of the brand's total U.S sales in the area/Percent of total U.S population in the areaX100
Flighting (Intermittent) Schedule
BDI (Brand development index)
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Coupons

8. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Rating
Transit Advertising (Bus - taxi - and subway advertising)
Full-Service Agency
Participants in the marketing process

9. Advertisements that tell people what a product is - what it can do - and where it can be found.
Outdoor Advertising (Billboard)
Limited-Service Agency
Pioneering
Product Advertisements

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

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11. Reach (% of total market) x Frequency
Institutional Advertisements
Gross Ratings Points (GRPs)
1. Product Advertisements 2. Institutional Advertisements
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

12. The average number of times a person in the target audience is exposed to an ad.
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
Frequency
Ones with fewer words

13. What are the positives to newspapers as a form of mass media?
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
Rating
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Message development - You must create a message that gets into the minds of the consumer and target audience

14. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
Sweepstakes
International Media
Institutional Advertising

15. Define the brand image
CB - The Consumer Decision Process
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Institutional Advertising

16. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Trade-Oriented Sales Promotions (Trade Promotions)
Competitive Institutional
Loyalty Programs
Media vehicle

17. Time - place of sale - environment
Rebates
Digital Interactive Media
In-House Agencies
Nonpersonal influences on consumer behavior

18. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
STP Marketing (Segmenting - Targeting - Positioning)
creating a picture of the concept they want to convey
Aided Recall
Portfolio Tests

19. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Cooperative
Buyer Turnover
kickers - boldface and italics
Product Advertisements

20. The cost of reaching 1 - 000 individuals or households with the advertising message.
Product Placement
Cost per Thousand (CPM)
Institutional Advertisements
Clearance advertising (a special form of sale advertising)

21. Allow the audience to participate actively & immediately
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Regular price-line advertising
Inquiry Tests
Digital Interactive Media

22. Elements of an advertising message
Participants in the marketing process
Rossiter & Percy's Fundamental Motives
audience - ad message itself - communications media - and the product concept
Segmenting

23. Informs consumers about services or merchandise offered at regular prices
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Sounds that are familiar
Exchange
Regular price-line advertising

24. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Pioneering Institutional
Post-Tests
Segmenting

25. 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
Allowances and Discounts
Opinion leaders
Publicity Tools
CB - The Consumer Decision Process

26. 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.
Opinion leaders
Attitude Tests
Reminder Institutional
Habits

27. Information gathered about a particular market or market segment
Market research
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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
Inquiry Tests

28. 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
Reach
Rossiter & Percy's Fundamental Motives
Vertical cooperative advertising
Media vehicle

29. Offering the product free or at a greatly reduced price.
BDI (Brand development index)
Samples
Product Advertising
Reminder Institutional

30. Common Advertising Appeals
Negatively originated (informational) motives
Cooperative
Rating
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

31. What are the types of Formatting the Body Copy?
In-House Agencies
Lead in paragraphs - interior paragraphs - trial close - and close
BDI (Brand development index)
Cooperative Advertising

32. Ads that simply bring the company's name to the attention of its target market again.
Merchandise Allowance
Sales Advertising
Reminder Institutional
Pioneering

33. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Lead in paragraphs - interior paragraphs - trial close - and close
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
Pretests

34. Tests used to test ad alternatives.
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
Regular price-line advertising
Portfolio Tests
Pioneering Institutional

35. Joining together in a consistent manner everything that communicates with customers
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Limited-Service Agency
Integrated Marketing Communications

36. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Reach
Continuity
Print Media
Cooperative

37. The number of different people or households exposed to an ad.
Brand loyalty
Product Advertising
Reach
Attitudes

38. Form - task - possession - time - place utility
Functional needs
Sounds that are familiar
Vertical cooperative advertising
Gross Ratings Points (GRPs)

39. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Finance Allowance
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Comparative
1. Product Advertisements 2. Institutional Advertisements

40. Link key attributes to the brand name
Classified Advertising
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
STP Marketing (Segmenting - Targeting - Positioning)
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

41. Stages of ad development
Sounds that are familiar
Attitudes
Maslow's hierarchy of needs theory of motivation based on unmet human needs
thumbnails - roughs - dummies - comprehensives (elaborate draft)

42. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Horizontal cooperative advertising
Vertical cooperative advertising
Transit Advertising (Bus - taxi - and subway advertising)
Pioneering Institutional

43. Affective Association

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44. Offers the return of money based on proof of purchase.
Reminder
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Rebates
Permission-Based Advertising

45. Three Common Discounts and Allowances
Nonpersonal influences on consumer behavior
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Functions of Marketing research
Marketing research

46. What are the standard subjects for ad visuals?
Segmenting
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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
Foreign Media

47. Visualization/conceptualization
Transit Advertising (Bus - taxi - and subway advertising)
creating a picture of the concept they want to convey
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
Product Advertisements

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

49. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising
Regular price-line advertising
Merchandise Allowance
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)

50. Some methods for scheduling media
International Media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Sales Advertising
Transit Advertising (Bus - taxi - and subway advertising)