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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. 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'
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
Purchase Frequency
Frequency
Attitude Tests

2. Advertising used to reinforce previous knowledge of a product.
Functions of Marketing research
Product Placement
BDI (Brand development index)
Reminder

3. 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
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
Continuous (Steady) Schedule
Horizontal cooperative advertising
Electronic Media

4. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Trade-Oriented Sales Promotions (Trade Promotions)
Sounds that are familiar
Sales Advertising
Contests

5. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Lead in paragraphs - interior paragraphs - trial close - and close
Purchase Frequency
Reach
Full-Service Agency

6. 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
Direct Mail Advertising
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Foreign Media
Clearance advertising (a special form of sale advertising)

7. 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.
funny ads - but not always for the right reasons
Unaided Recall
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
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

8. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Deals
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
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
Negatively originated (informational) motives

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

10. Is an individual's openness or curiosity about a brand
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)
Brand interest
Premiums
Limited-Service Agency

11. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
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
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
Print 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

12. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Market research
Gross Ratings Points (GRPs)
Utility
Media vehicle

13. What are the positives to newspapers as a form of mass 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
Trade-Oriented Sales Promotions (Trade Promotions)
Buyer Turnover
Forgetting Rate

14. 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
Limited-Service Agency
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
cognitive dissonance
Transit Advertising (Bus - taxi - and subway advertising)

15. Gathering - recording - and analyzing new information to help managers make marketing decisions
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
Portfolio Tests
Pulse (Burst) Schedule
Marketing research

16. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Flighting (Intermittent) Schedule
Participants in the marketing process
Clearance advertising (a special form of sale advertising)
Contests

17. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
Limited-Service Agency
Positively originated (transformational) motives
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

18. The average number of times a person in the target audience is exposed to an ad.
Frequency
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Institutional Advertisements
Frequency

19. Define the brand image
Full-Service Agency
Case Allowance
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
the more audience attention

20. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Finance Allowance
Transit Advertising (Bus - taxi - and subway advertising)
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
creating a picture of the concept they want to convey

21. Link key attributes to the brand name
Recency planning
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
CPM-TM
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

22. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Sales Tests
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Cost per Thousand (CPM)
Coupons

23. In the newspaper for many reasons: to locate and recruit new employees - offer services (such as those of an employment agency or business opportunity broker) - or sell or lease merchandise (such as cars - real estate - and office equipment)
Classified Advertising
Pioneering
Frequency
Gross Ratings Points (GRPs)

24. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Pioneering Institutional
Positively originated (transformational) motives
Product Placement
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

25. Visualization/conceptualization
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
Foreign Media
creating a picture of the concept they want to convey
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

26. 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
Classified Advertising
BDI (Brand development index)
CB - The Consumer Decision Process
Frequently use the word 'you'

27. Party Responsible for Carrying Out Advertising Program
Horizontal cooperative advertising
Purposes of Marketing research
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Functions of Marketing research

28. Simply the percentage of homes exposed to an advertising media
Rating
Regular price-line advertising
Consumer-Oriented Sales Promotions (Consumer Promotions)
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

29. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Print Media
Jury Tests
Nonpersonal influences on consumer behavior
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

30. Forms of Product Advertising
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Rebates
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
the more audience attention

31. Types of Advertisements
Reach
1. Product Advertisements 2. Institutional Advertisements
Reminder Institutional
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

32. Situate the brand socially
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
Gross Ratings Points (GRPs)
Nonpersonal 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

33. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Loyalty Programs
Consumer-Oriented Sales Promotions (Consumer Promotions)
Brand loyalty
In-House Agencies

34. Content advertising
Vertical cooperative advertising
Exchange
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Integrated Marketing Communications

35. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Finance Allowance

36. 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.
Portfolio Tests
Attitudes
Permission-Based Advertising
Media vehicle

37. Is our acquired mental position regarding some idea or object
Rebates
Forgetting Rate
Attitudes
Functional needs

38. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Case Allowance
Direct Mail Advertising
Gross Ratings Points (GRPs)
Post-Tests

39. Form - task - possession - time - place utility
Brand interest
Perception
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

40. Affective Association

41. Information gathered about a particular market or market segment
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
Marketing research
Market research
Post-Tests

42. Placing items on sale and offering two-for-one specials of other deals
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Sales Advertising
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Interpersonal influences on consumer behavior

43. Approaches to Post-Testing
Flighting (Intermittent) Schedule
BDI (Brand development index)
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Attitude Tests

44. Joining together in a consistent manner everything that communicates with customers
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
Integrated Marketing Communications
Market research
Ad research

45. Scare the consumer into action
Positively originated (transformational) motives
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)
Reminder Institutional
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now

46. What are the types of subheads?
Flighting (Intermittent) Schedule
Pretests
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
kickers - boldface and italics

47. Value of Promotion
BDI (Brand development index)
Transit Advertising
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
creating a picture of the concept they want to convey

48. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Allowances and Discounts
Gross Ratings Points (GRPs)
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
Utility

49. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Lead in paragraphs - interior paragraphs - trial close - and close
Brand loyalty
Transit Advertising (Bus - taxi - and subway advertising)
Attitudes

50. 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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Cooperative
Utility
Positively originated (transformational) motives