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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. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Merchandise Allowance
cognitive dissonance
Electronic Media
Consumer-Oriented Sales Promotions (Consumer Promotions)

2. Advertisements that tell people what a product is - what it can do - and where it can be found.
Electronic Media
Theater Tests
Pioneering
Rating

3. 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
the more audience attention
Finance Allowance
Competitive
Clearance advertising (a special form of sale advertising)

4. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Exchange
Vertical cooperative advertising
Brand interest
Local Advertisers

5. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Horizontal cooperative advertising
Contests
Consumer-Oriented Sales Promotions (Consumer Promotions)
Interpersonal influences on consumer behavior

6. The cost of reaching 1 - 000 individuals or households with the advertising message.
In-House Agencies
BDI (Brand development index)
Continuity
Cost per Thousand (CPM)

7. 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.
Inquiry Tests
Case Allowance
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
the more audience attention

8. 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.
Continuity
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
Samples
Pretests

9. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Sales Advertising
Comparative
Direct Mail Advertising
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

10. Made up of the company's own advertising staff. They may provide full services or limited services.
Opinion leaders
1. Product Advertisements 2. Institutional Advertisements
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
In-House Agencies

11. Visualization/conceptualization
creating a picture of the concept they want to convey
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Cooperative
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder

12. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
CPM-TM
Vertical cooperative advertising
Loyalty Programs
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

13. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Premiums
Competitive
Participants in the marketing process
Jury Tests

14. Persuade the customer
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
Functions of Marketing 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
Inquiry Tests

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

16. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
Point-of-Purchase Displays
Cost per Thousand (CPM)
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

17. A discount on each case ordered during a specific time period.
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Case Allowance
Finance Allowance
Product Advertisements

18. Duration of an advertising message or campaign over a given period of time - sustains memory
kickers - boldface and italics
Marketing research
Continuity
Foreign Media

19. Reach (% of total market) x Frequency
Flighting (Intermittent) Schedule
Gross Ratings Points (GRPs)
Integrated Marketing Communications
Maslow's hierarchy of needs theory of motivation based on unmet human needs

20. Form - task - possession - time - place utility
Reference groups
Cooperative Advertising
Direct Mail Advertising
Functional needs

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

22. Approaches to Post-Testing
Consumer-Oriented Sales Promotions (Consumer Promotions)
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Reminder

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

24. Party Responsible for Carrying Out Advertising Program
International Media
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
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
funny ads - but not always for the right reasons

25. Factors of Scheduling Advertising
Interpersonal influences on consumer behavior
Forgetting Rate
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
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

26. Elements of an advertising message
audience - ad message itself - communications media - and the product concept
Message development - You must create a message that gets into the minds of the consumer and target audience
CB - The Consumer Decision Process
Publicity Tools

27. What are the types of headlines?
Opinion leaders
Nonpersonal influences on consumer behavior
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Perception

28. Transform consumption experience
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
Direct Mail Advertising
Institutional Advertisements
Cost per Thousand (CPM)

29. What kinds of ads resonate more?
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
Reach
Ones with fewer words
Habits

30. Promotes a specific product or service and stimulates short term action while building awareness of the business
Rating
Unaided Recall
Product Advertising
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

31. Recruit new customers - retain current customers - and regain lost customers
Case Allowance
Media vehicle
Purposes of Marketing research
audience - ad message itself - communications media - and the product concept

32. Content advertising
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
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
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Pioneering Institutional

33. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Electronic Media
Deals
Attitude Tests

34. Promote brand recall
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Purposes of Marketing research
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

35. 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)
Perception
Permission-Based Advertising
Negatively originated (informational) motives

36. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
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
Nonpersonal influences on consumer behavior
Contests
Buyer Turnover

37. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Vertical cooperative advertising
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Print Media

38. 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
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Pioneering
BDI (Brand development index)

39. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Limited-Service Agency
International Media
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
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)

40. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Direct Mail Advertising
kickers - boldface and italics
Brand loyalty
Samples

41. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Premiums
Buyer Turnover
Cooperative

42. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Rating
BDI (Brand development index)
Electronic Media
Ad research

43. Types of Publicity Tools
Finance Allowance
Competitive
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Consumer-Oriented Sales Promotions (Consumer Promotions)

44. Offering the product free or at a greatly reduced price.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Competitive Institutional
Samples
Continuous (Steady) Schedule

45. 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
Flighting (Intermittent) Schedule
CB - The Consumer Decision Process
Rating
Comparative

46. Value of Promotion
Attitude Tests
Sweepstakes
Regular price-line advertising
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

47. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Functions of Marketing research
Recency planning
kickers - boldface and italics
Habits

48. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
International Media
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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

49. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Comparative
Product Advertisements
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Media vehicle

50. Forms of Institutional Advertisements
Full-Service Agency
Case Allowance
Clearance advertising (a special form of sale advertising)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional