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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. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Segmenting
Buyer Turnover
Publicity Tools
funny ads - but not always for the right reasons

2. Common Advertising Appeals
Contests
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
audience - ad message itself - communications media - and the product concept
Participants in the marketing process

3. Affective Association

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4. Consumer needs - product development - assess effectiveness - financial planning and quality control
creating a picture of the concept they want to convey
Allowances and Discounts
Media vehicle
Functions of Marketing research

5. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
1. Product Advertisements 2. Institutional Advertisements
Pulse (Burst) Schedule
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
Cost per Thousand (CPM)

6. Define the brand image
Product Advertising
Coupons
International Media
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

7. Influencing the brand choice of consumers who are 'ready to buy'
Reminder Institutional
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Inquiry Tests
Recency planning

8. Ads on the interior and exterior of busses - subways - and taxis.
Forgetting Rate
Trade-Oriented Sales Promotions (Trade Promotions)
Transit Advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)

9. They use Retail Advertising because retail stores account for so much of the market
Reference groups
Utility
Local Advertisers
Sales Advertising

10. Time - place of sale - environment
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
Nonpersonal influences on consumer behavior
Cost per Thousand (CPM)
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

11. Approaches to Post-Testing
Market research
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Sweepstakes
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

12. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Allowances and Discounts
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
Horizontal cooperative advertising

13. Informs consumers about services or merchandise offered at regular prices
Point-of-Purchase Displays
Regular price-line advertising
Frequency
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate

14. Visualization/conceptualization
creating a picture of the concept they want to convey
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
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Maslow's hierarchy of needs theory of motivation based on unmet human needs

15. 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.
Sales Advertising
CPM
Attitude Tests
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

16. Content advertising
Gross Ratings Points (GRPs)
Integrated Marketing Communications
Clearance advertising (a special form of sale advertising)
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

17. Persuade the customer
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. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Loyalty Programs
Exchange

18. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
audience - ad message itself - communications media - and the product concept
BDI (Brand development index)
Consumer-Oriented Sales Promotions (Consumer Promotions)
CPM

19. Recruit new customers - retain current customers - and regain lost customers
Rebates
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Attitude Tests
Purposes of Marketing research

20. Joining together in a consistent manner everything that communicates with customers
Product Advertising
Transit Advertising (Bus - taxi - and subway advertising)
Integrated Marketing Communications
Rossiter & Percy's Fundamental Motives

21. 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.
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)
Inquiry Tests
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Participants in the marketing process

22. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Continuous (Steady) Schedule
Sweepstakes
Place-Based Media
Product Advertising

23. What are the types of headlines?
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
Continuity
Pioneering
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

24. 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
BDI (Brand development index)
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Rebates
Continuity

25. 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.
Unaided Recall
Reminder Institutional
Loyalty Programs
Institutional Advertisements

26. Placing items on sale and offering two-for-one specials of other deals
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
Print Media
Sales Advertising
Vertical cooperative advertising

27. The percentage of households in a market that are tuned to a particular TV/radio show.
Rating
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)
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
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate

28. What are the kinds of copy you can have in an ad?
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Frequently use the word 'you'
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Allowances and Discounts

29. Types of Advertisements
Regular price-line advertising
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
1. Product Advertisements 2. Institutional Advertisements
Sweepstakes

30. A discount on each case ordered during a specific time period.
Case 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
Reachxfrequency
Brand interest

31. Merchandise offered free or at a significant discount.
Premiums
1. Product Advertisements 2. Institutional Advertisements
Pulse (Burst) Schedule
Print Media

32. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Frequency
Direct Mail Advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder

33. Offering the product free or at a greatly reduced price.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Nonpersonal influences on consumer behavior
Purchase Frequency
Samples

34. Link key attributes to the brand name
Market research
Foreign Media
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
Deals

35. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Frequently use the word 'you'
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Pioneering Institutional
International Media

36. Is our acquired mental position regarding some idea or object
Attitudes
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Brand loyalty
Unaided Recall

37. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Case Allowance
Continuous (Steady) Schedule
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
BDI (Brand development index)

38. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Theater Tests
Comparative
Vertical cooperative advertising
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

39. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Reach
Coupons
Cooperative
Regular price-line advertising

40. 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. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Media vehicle
Reach
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. Ads that state the position of a company on an issue.
Advocacy
Sales Tests
Positively originated (transformational) motives
Integrated Marketing Communications

42. Changing behavior by inducing anxiety
Interpersonal influences on consumer behavior
Cost per Thousand (CPM)
Post-Tests
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

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

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44. Transform consumption experience
Ones with fewer words
Digital Interactive Media
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
Contests

45. 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.
CPM
Aided Recall
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Pretests

46. Party Responsible for Carrying Out Advertising Program
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Aided Recall
Message development - You must create a message that gets into the minds of the consumer and target audience

47. The greater size of an ad illustration...
Nonpersonal influences on consumer behavior
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
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
the more audience attention

48. Tests used to test ad alternatives.
Pioneering
Portfolio Tests
Reminder
Frequency

49. Offers the return of money based on proof of purchase.
Frequency
Rebates
Jury Tests
Case Allowance

50. The average number of times a person in the target audience is exposed to an ad.
CPM-TM
Classified Advertising
Clearance advertising (a special form of sale advertising)
Frequency