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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. What do the most effective radio commercials use?
Sounds that are familiar
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Pioneering Institutional
Jury Tests

2. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
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
Exchange
Direct Mail Advertising
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)

3. Information gathered about a particular market or market segment
Product Advertisements
kickers - boldface and italics
Market research
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

4. Markets are segmented - products are positioned
Segmenting
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
Rich Media
Rating

5. Types of audience resonance

6. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Flighting (Intermittent) Schedule
Brand loyalty
1. Product Advertisements 2. Institutional Advertisements
Attitude Tests

7. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Trade-Oriented Sales Promotions (Trade Promotions)
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Positively originated (transformational) motives

8. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Point-of-Purchase Displays
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
Post-Tests
audience - ad message itself - communications media - and the product concept

9. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Rich Media
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Reach
Print Media

10. 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. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
the more audience attention
Negatively originated (informational) motives
STP Marketing (Segmenting - Targeting - Positioning)

11. Advertising used to reinforce previous knowledge of a product.
Rich Media
Institutional Advertising
Reminder
Purposes of Marketing research

12. Gross rating points =
Functional needs
Merchandise Allowance
Reminder
Reachxfrequency

13. Some methods for scheduling media
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
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
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. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces

14. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Functional needs
Attitudes

15. Ads that state the position of a company on an issue.
Portfolio Tests
Loyalty Programs
Positively originated (transformational) motives
Advocacy

16. The cost of reaching 1 - 000 individuals or households with the advertising message.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Inquiry Tests
Finance Allowance
Cost per Thousand (CPM)

17. What are the principles of design?
CPM
audience - ad message itself - communications media - and the product concept
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
Aided Recall

18. What are the types of headlines?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Interpersonal influences on consumer behavior
CB - The Consumer Decision Process
Product Advertisements

19. Link key attributes to the brand name
Theater Tests
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
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
International Media

20. The average number of times a person in the target audience is exposed to an ad.
Frequency
Trade-Oriented Sales Promotions (Trade Promotions)
Ones with fewer words
1. Product Advertisements 2. Institutional Advertisements

21. Joining together in a consistent manner everything that communicates with customers
Pulse (Burst) Schedule
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
Inquiry Tests
Integrated Marketing Communications

22. Customer's perception of product/service; sometimes advertisers need to change those perceptions. As well as seller's perception of customer's needs - wants - objectives.
Deals
Place-Based Media
Attitude Tests
Perception

23. Gathering - recording - and analyzing new information to help managers make marketing decisions
Case Allowance
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Marketing research
Perception

24. Ads used for announcements about what a company is - what it can do - and where it is located.
Pioneering Institutional
Rich Media
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
Sales Tests

25. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Trade-Oriented Sales Promotions (Trade Promotions)
Lead in paragraphs - interior paragraphs - trial close - and close
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
Finance Allowance

26. Ads in magazines can be strategically placed in these places...
Outdoor Advertising (Billboard)
Ad research
CPM-TM
bleed pages - inserts - covers - front - inside front - inside back - and outside back

27. Types of Publicity Tools
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
1. Product Advertisements 2. Institutional Advertisements
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Opinion leaders

28. How often new buyers enter the market to buy the product.
cognitive dissonance
Reach
Pioneering
Buyer Turnover

29. 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.
Interpersonal influences on consumer behavior
Habits
Product Placement
Pretests

30. Advertisements focused on selling a product or service
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Habits
Lead in paragraphs - interior paragraphs - trial close - and close
Product Advertisements

31. Advertising that promotes a specific brand's features and benefits.
Loyalty Programs
Reachxfrequency
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Competitive

32. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
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
Participants in the marketing process
Local Advertisers
Sales Tests

33. Influencing the brand choice of consumers who are 'ready to buy'
Pulse (Burst) Schedule
Frequently use the word 'you'
Recency planning
Place-Based Media

34. Promotes a specific product or service and stimulates short term action while building awareness of the business
Theater Tests
Horizontal cooperative advertising
Product 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

35. What are the function of headlines?
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
Exchange
Sounds that are familiar
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

36. Family - society - reference groups - opinion leaders
Reachxfrequency
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
Interpersonal influences on consumer behavior
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

37. Informs consumers about services or merchandise offered at regular prices
Media class
Regular price-line advertising
Pioneering
Print Media

38. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Pulse (Burst) Schedule
Advocacy
Coupons

39. Made up of the company's own advertising staff. They may provide full services or limited services.
bleed pages - inserts - covers - front - inside front - inside back - and outside back
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
In-House Agencies
Rating

40. Content advertising
Rating
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Transit Advertising (Bus - taxi - and subway advertising)

41. Time - place of sale - environment
Pulse (Burst) Schedule
Nonpersonal influences on consumer behavior
Brand loyalty
Local Advertisers

42. Is our acquired mental position regarding some idea or object
Interpersonal influences on consumer behavior
Attitudes
Electronic Media
Reminder Institutional

43. What are the kinds of copy you can have in an ad?
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Vertical cooperative advertising
Marketing research

44. The speed which buyers forget the brand if advertising is not seen.
Reach
Ones with fewer words
Digital Interactive Media
Forgetting Rate

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

46. A positive bonus is promised rather than the removal or reduction of some negative situation. The 3 positively originated motives- sensory gratification - intellectual stimulation - & social approval
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Regular price-line advertising
Positively originated (transformational) motives
Flighting (Intermittent) Schedule

47. The number of different people or households exposed to an ad.
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
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)
Reach
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)

48. Tests used to test ad alternatives.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Purchase Frequency
Portfolio Tests
Premiums

49. Reach (% of total market) x Frequency
Foreign Media
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Gross Ratings Points (GRPs)
Point-of-Purchase Displays

50. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Direct Mail Advertising
CPM
Aided Recall