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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. Is our acquired mental position regarding some idea or object
Cost per Thousand (CPM)
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
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
Attitudes

2. Stages of ad development
Continuity
Sounds that are familiar
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Local Advertisers

3. Consumer needs - product development - assess effectiveness - financial planning and quality control
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Finance Allowance
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
Functions of Marketing research

4. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Exchange
Coupons
Perception
Ones with fewer words

5. 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) 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
Negatively originated (informational) motives
Buyer Turnover

6. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Positively originated (transformational) motives
Consumer-Oriented Sales Promotions (Consumer Promotions)
Purchase Frequency
kickers - boldface and italics

7. 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
cognitive dissonance
Place-Based Media
Competitive Institutional
Vertical cooperative advertising

8. 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.
Sweepstakes
Pretests
Brand interest
Participants in the marketing process

9. What kinds of ads resonate more?
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Message development - You must create a message that gets into the minds of the consumer and target audience
Contests
Ones with fewer words

10. Offering the product free or at a greatly reduced price.
Publicity Tools
Samples
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Reach

11. Situate the brand socially
Message development - You must create a message that gets into the minds of the consumer and target audience
Classified Advertising
Portfolio Tests
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

12. Where is the advertising and brand battle won or lost?
Unaided Recall
Classified Advertising
Message development - You must create a message that gets into the minds of the consumer and target audience
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

13. Form - task - possession - time - place utility
Nonpersonal influences on consumer behavior
Functional needs
In-House Agencies
Rating

14. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Premiums
Nonpersonal influences on consumer behavior
Institutional Advertising
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces

15. Time - place of sale - environment
CPM
Nonpersonal influences on consumer behavior
Reach
Interpersonal influences on consumer behavior

16. Interactive online advertising.
Permission-Based Advertising
Rich Media
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)

17. Cost of media buy/targeted audienceX1 - 000
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
CPM-TM
CB - The Consumer Decision Process
Functional needs

18. The speed which buyers forget the brand if advertising is not seen.
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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)
Forgetting Rate
Reminder Institutional

19. 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.
Competitive Institutional
Trade-Oriented Sales Promotions (Trade Promotions)
Attitude Tests
Integrated Marketing Communications

20. Content advertising
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
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
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Institutional Advertising

21. Questions such as "What ads do you remember watching yesterday?" is asked of respondents without any prompting to determine whether they saw or heard advertising messages.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Unaided Recall
Message development - You must create a message that gets into the minds of the consumer and target audience
Competitive

22. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Samples
Cooperative Advertising
Reach
Message development - You must create a message that gets into the minds of the consumer and target audience

23. Three Common Trade-Oriented Sales Promotions (Trade Promotions)

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24. 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'
Consumer-Oriented Sales Promotions (Consumer Promotions)
Frequency
Coupons
Contests

25. 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. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
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
In-House Agencies
Reach

26. Link key attributes to the brand name
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
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Ones with fewer words
Reach

27. Influencing the brand choice of consumers who are 'ready to buy'
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Exchange
Recency planning
Media class

28. Affective Association

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29. A discount on each case ordered during a specific time period.
Case Allowance
Frequency
Cooperative Advertising
Habits

30. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Rebates
Case Allowance

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

32. Common Advertising Appeals
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Recency planning
Frequency
Attitudes

33. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
Brand loyalty
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Lead in paragraphs - interior paragraphs - trial close - and close

34. Placing items on sale and offering two-for-one specials of other deals
In-House Agencies
Sales Advertising
Allowances and Discounts
Positively originated (transformational) motives

35. Broad category of media - such as television - radio or newspaper
Cooperative
Media class
Forgetting Rate
Permission-Based Advertising

36. Factors of Scheduling Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Local Advertisers
Foreign Media
Institutional Advertising

37. What are the types of subheads?
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
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
kickers - boldface and italics
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces

38. Party Responsible for Carrying Out Advertising Program
Marketing research
Exchange
Classified Advertising
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

39. Changing behavior by inducing anxiety
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
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
Ones with fewer words
Brand loyalty

40. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Negatively originated (informational) motives
Nonpersonal influences on consumer behavior
Opinion leaders
Continuous (Steady) Schedule

41. 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.
Pretests
Frequency
Permission-Based Advertising
Recency planning

42. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
In-House Agencies
Media vehicle
STP Marketing (Segmenting - Targeting - Positioning)
CPM

43. 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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
1. Product Advertisements 2. Institutional Advertisements

44. 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.
CPM-TM
Inquiry Tests
Outdoor Advertising (Billboard)
Functional needs

45. Elements of an advertising message
Contests
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)
Attitudes
audience - ad message itself - communications media - and the product concept

46. 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
Outdoor Advertising (Billboard)
Interpersonal influences on consumer behavior
Cost per Thousand (CPM)
BDI (Brand development index)

47. Merchandise offered free or at a significant discount.
Sounds that are familiar
Direct Mail Advertising
Premiums
thumbnails - roughs - dummies - comprehensives (elaborate draft)

48. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Ad research
Participants in the marketing process
Outdoor Advertising (Billboard)
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces

49. What are the standard subjects for ad visuals?
Flighting (Intermittent) Schedule
Continuous (Steady) Schedule
Segmenting
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

50. Family - society - reference groups - opinion leaders
Buyer Turnover
Interpersonal influences on consumer behavior
Media class
Transit Advertising (Bus - taxi - and subway advertising)