Test your basic knowledge |

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. The more frequently a product is purchased - the less repetition is required.
Transit Advertising
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Purchase Frequency
Perception

2. Visualization/conceptualization
kickers - boldface and italics
creating a picture of the concept they want to convey
Continuity
Buyer Turnover

3. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Transit Advertising
Sales Advertising
Regular price-line advertising

4. Interactive online advertising.
Rich Media
Habits
the more audience attention
Transit Advertising (Bus - taxi - and subway advertising)

5. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
Case Allowance
Message development - You must create a message that gets into the minds of the consumer and target audience
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate

6. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Merchandise Allowance
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Transit Advertising (Bus - taxi - and subway advertising)
Rebates

7. Define the brand image
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Case Allowance
Negatively originated (informational) motives
Rebates

8. Promote brand recall
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Print Media
Segmenting
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

9. Gross rating points =
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Continuous (Steady) Schedule
Clearance advertising (a special form of sale advertising)
Reachxfrequency

10. People we try to emulate or whose approval concerns us
Reference groups
Brand loyalty
Attitude Tests
Habits

11. Family - society - reference groups - opinion leaders
Outdoor Advertising (Billboard)
Utility
Interpersonal influences on consumer behavior
Buyer Turnover

12. Duration of an advertising message or campaign over a given period of time - sustains memory
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Continuity
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. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

13. 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
Negatively originated (informational) motives
Frequently use the word 'you'
Classified 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

14. What does the layout of an ad consist of?
Exchange
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate

15. What do the most effective radio commercials use?
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Gross Ratings Points (GRPs)
Classified Advertising
Sounds that are familiar

16. Offering the product free or at a greatly reduced price.
Rich Media
Full-Service Agency
Contests
Samples

17. Reach (% of total market) x Frequency
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
Cooperative Advertising
Gross Ratings Points (GRPs)
Print Media

18. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Interpersonal influences on consumer behavior
Reachxfrequency
Direct Mail Advertising
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now

19. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Cooperative Advertising
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Institutional Advertisements

20. 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
Direct Mail Advertising
Electronic Media
Sounds that are familiar
Product Advertising

21. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Case Allowance
Transit Advertising
International Media
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder

22. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Loyalty Programs
Contests
Full-Service Agency
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

23. Situate the brand socially
Rich Media
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
Rossiter & Percy's Fundamental Motives
Lead in paragraphs - interior paragraphs - trial close - and close

24. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Institutional Advertisements
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
Jury Tests
Theater Tests

25. From basic physiological needs to safety - social - and esteem needs to self-actualization needs

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

26. Forms of Institutional Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Recency planning
Place-Based Media
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

27. Cost of media buy/targeted audienceX1 - 000
Lead in paragraphs - interior paragraphs - trial close - and close
CPM-TM
Institutional Advertisements
Samples

28. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Full-Service Agency
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
Competitive

29. How often new buyers enter the market to buy the product.
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Reference groups
Post-Tests
Buyer Turnover

30. Form - task - possession - time - place utility
Reachxfrequency
Portfolio Tests
International Media
Functional needs

31. Forms of Product Advertising
Product Advertising
Place-Based Media
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
cognitive dissonance

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

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

33. Made up of the company's own advertising staff. They may provide full services or limited services.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Cost per Thousand (CPM)
In-House Agencies
Transit Advertising (Bus - taxi - and subway advertising)

34. Three Common Discounts and Allowances
Portfolio Tests
BDI (Brand development index)
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
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

35. Is our acquired mental position regarding some idea or object
STP Marketing (Segmenting - Targeting - Positioning)
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)
Lead in paragraphs - interior paragraphs - trial close - and close
Attitudes

36. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Opinion leaders
Regular price-line 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
Consumer-Oriented Sales Promotions (Consumer Promotions)

37. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Institutional Advertisements
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
funny ads - but not always for the right reasons

38. Ads that state the position of a company on an issue.
Advocacy
Unaided Recall
Marketing research
Foreign Media

39. Tests used to test ad alternatives.
Product Advertising
Competitive
Portfolio Tests
Frequency

40. The cost of reaching 1 - 000 individuals or households with the advertising message.
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
Continuity
Vertical cooperative advertising
Cost per Thousand (CPM)

41. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
In-House Agencies
Print Media
Outdoor Advertising (Billboard)
Interpersonal influences on consumer behavior

42. 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'
Deals
Frequency
Utility
Outdoor Advertising (Billboard)

43. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Transit Advertising
Aided Recall
STP Marketing (Segmenting - Targeting - Positioning)

44. 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
Ad research
Perception
Participants in the marketing process
CB - The Consumer Decision Process

45. Scare the consumer into action
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)
Horizontal cooperative advertising
Full-Service Agency
Consumer-Oriented Sales Promotions (Consumer Promotions)

46. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Place-Based Media
Product Advertising
Contests
Cost per Thousand (CPM)

47. Transform consumption experience
Rating
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
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Local Advertisers

48. 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.
Permission-Based Advertising
Pretests
Foreign Media
Forgetting Rate

49. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Positively originated (transformational) motives
Finance Allowance
Samples

50. Value of Promotion
Reference groups
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Comparative