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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. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Frequently use the word 'you'
Local Advertisers
Reachxfrequency
Continuous (Steady) Schedule

2. 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
Institutional Advertisements
Habits
International Media

3. 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.
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
cognitive dissonance
In-House Agencies
Unaided Recall

4. Firms in the same business (real-estate agents - insurance agents - pharmacies - car dealers - or travel agents) or in the same part of town advertise jointly
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
Contests
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Horizontal cooperative advertising

5. Link key attributes to the brand name
Contests
Functional needs
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. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces

6. People we try to emulate or whose approval concerns us
Perception
Reference groups
Transit Advertising (Bus - taxi - and subway advertising)
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

7. The speed which buyers forget the brand if advertising is not seen.
Full-Service Agency
Forgetting Rate
Publicity Tools
Nonpersonal influences on consumer behavior

8. Approaches to Post-Testing
Portfolio Tests
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
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Participants in the marketing process

9. 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
Attitude Tests
Samples
Reminder Institutional

10. Party Responsible for Carrying Out Advertising Program
Pulse (Burst) Schedule
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
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)
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

11. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Post-Tests
Local Advertisers
Theater Tests
Cooperative Advertising

12. Time - place of sale - environment
Nonpersonal influences on consumer behavior
Case Allowance
CPM-TM
Frequently use the word 'you'

13. The manufacturer provides the complete ads & shares the cost of the advertising time or space
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
Reminder
Vertical cooperative advertising
Electronic Media

14. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Clearance advertising (a special form of sale advertising)
CPM-TM
Full-Service Agency
Allowances and Discounts

15. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Regular price-line advertising
Point-of-Purchase Displays
Integrated Marketing Communications
Rich Media

16. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Opinion leaders
CPM-TM
Consumer-Oriented Sales Promotions (Consumer Promotions)
Pioneering

17. Advertisements focused on selling a product or service
Frequently use the word 'you'
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Product Advertisements
Coupons

18. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Sales Advertising
Allowances and Discounts
Regular price-line advertising
Participants in the marketing process

19. Simply the percentage of homes exposed to an advertising media
Reminder
Contests
Rating
In-House Agencies

20. Information gathered about a particular market or market segment
Market research
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
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
CB - The Consumer Decision Process

21. Situate the brand socially
Attitudes
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Local Advertisers
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

22. Broad category of media - such as television - radio or newspaper
Product Placement
Media class
In-House Agencies
Participants in the marketing process

23. Ads in magazines can be strategically placed in these places...
Negatively originated (informational) motives
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

24. The average number of times a person in the target audience is exposed to an ad.
Lead in paragraphs - interior paragraphs - trial close - and close
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
Portfolio Tests
Frequency

25. Gross rating points =
Reachxfrequency
Buyer Turnover
Rating
Frequently use the word 'you'

26. Factors of Scheduling Advertising
Functions of Marketing research
Pioneering
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Jury Tests

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

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28. Consumer needs - product development - assess effectiveness - financial planning and quality control
Gross Ratings Points (GRPs)
Functions of Marketing research
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Buyer Turnover

29. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
Limited-Service Agency
Media class
Product Advertising

30. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
CB - The Consumer Decision Process
Product Advertisements
Comparative
Loyalty Programs

31. Merchandise offered free or at a significant discount.
Rating
Premiums
In-House Agencies
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

32. Persuade the customer
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
Regular price-line advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
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

33. Reach (% of total market) x Frequency
Attitudes
Gross Ratings Points (GRPs)
Pioneering
Case Allowance

34. Promote brand recall
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
BDI (Brand development index)
Brand loyalty
Gross Ratings Points (GRPs)

35. Affective Association

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36. Is the products ability to satisfy both functional needs & symbolic wants
Aided Recall
Utility
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
the more audience attention

37. Tests used to test ad alternatives.
Portfolio Tests
kickers - boldface and italics
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Exchange

38. Placing items on sale and offering two-for-one specials of other deals
Sales Advertising
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Institutional Advertisements

39. 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
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)
Ones with fewer words

40. Made up of the company's own advertising staff. They may provide full services or limited services.
Opinion leaders
Buyer Turnover
cognitive dissonance
In-House Agencies

41. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Reminder
Product Placement
Vertical cooperative advertising
Contests

42. Specializes in one aspect of the advertising process such as creative services to develop the advertising copy - buying previously un-purchased media - or providing internet services.
Continuity
Rating
Rating
Limited-Service Agency

43. Is our acquired mental position regarding some idea or object
Attitudes
International Media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Sweepstakes

44. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
STP Marketing (Segmenting - Targeting - Positioning)
Institutional Advertisements
Full-Service Agency
Media class

45. 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'
Frequency
Jury Tests
Opinion leaders
Contests

46. Types of audience resonance

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47. Allow the audience to participate actively & immediately
Ones with fewer words
Digital Interactive Media
Exchange
Purposes of Marketing research

48. Influencing the brand choice of consumers who are 'ready to buy'
Cost per Thousand (CPM)
Foreign Media
Loyalty Programs
Recency planning

49. Offering the product free or at a greatly reduced price.
Product Advertisements
Segmenting
Samples
Reference groups

50. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Pulse (Burst) Schedule
Publicity Tools
creating a picture of the concept they want to convey