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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. Ads used for announcements about what a company is - what it can do - and where it is located.
BDI (Brand development index)
Pioneering Institutional
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
Place-Based Media

2. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Theater Tests
Deals
Print Media
Forgetting Rate

3. How often new buyers enter the market to buy the product.
Buyer Turnover
audience - ad message itself - communications media - and the product concept
Functions of Marketing research
Reach

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

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5. Promote brand recall
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

6. What kind of ads are most often remembered?
Frequently use the word 'you'
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
funny ads - but not always for the right reasons
BDI (Brand development index)

7. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Positively originated (transformational) motives
Direct Mail Advertising
Point-of-Purchase Displays
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

8. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Utility
Institutional Advertisements
Full-Service Agency
Foreign Media

9. Party Responsible for Carrying Out Advertising Program
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Advocacy
Local Advertisers
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

10. Consumer needs - product development - assess effectiveness - financial planning and quality control
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Comparative
Functions of Marketing research
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

11. The percentage of households in a market that are tuned to a particular TV/radio show.
Frequently use the word 'you'
Rating
Flighting (Intermittent) Schedule
Frequency

12. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Coupons
Buyer Turnover
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
Habits

13. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Product Placement
Pulse (Burst) Schedule
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Forgetting Rate

14. 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
Foreign Media
Pioneering
Institutional Advertising

15. 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.
Reminder
Recency planning
Sounds that are familiar
Perception

16. 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
Perception
Place-Based Media
Reach
Consumer-Oriented Sales Promotions (Consumer Promotions)

17. 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.
Frequency
Unaided Recall
Reach
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

18. Markets are segmented - products are positioned
Loyalty Programs
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Gross Ratings Points (GRPs)
Segmenting

19. Ads in magazines can be strategically placed in these places...
Aided Recall
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Frequency
In-House Agencies

20. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
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
Negatively originated (informational) motives
Outdoor Advertising (Billboard)
Case Allowance

21. 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
Positively originated (transformational) motives
the more audience attention
Continuity
Purposes of Marketing research

22. Elements of an advertising message
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
Product Advertisements
audience - ad message itself - communications media - and the product concept

23. Form - task - possession - time - place utility
Functional needs
Outdoor Advertising (Billboard)
Ad research
Purposes of Marketing research

24. What are the standard subjects for ad visuals?
Attitude Tests
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
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
Purchase Frequency

25. Simply the percentage of homes exposed to an advertising media
Rating
Post-Tests
Pioneering
Utility

26. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Full-Service Agency
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Rating
Pioneering Institutional

27. Affective Association

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28. Value of Promotion
Rebates
Ones with fewer words
Reach
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

29. The speed which buyers forget the brand if advertising is not seen.
CB - The Consumer Decision Process
Exchange
Forgetting Rate
Habits

30. Studies such as controlled experiments and consumer purchase tests.
Sales Tests
Utility
CPM-TM
Habits

31. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
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
Direct Mail Advertising
Brand loyalty
Functions of Marketing research

32. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Institutional Advertising
Foreign Media
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Interpersonal influences on consumer behavior

33. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Vertical cooperative advertising
Direct Mail Advertising
Frequently use the word 'you'
Print Media

34. Merchandise offered free or at a significant discount.
Digital Interactive Media
Post-Tests
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Premiums

35. Types of audience resonance

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36. Allow the audience to participate actively & immediately
Digital Interactive Media
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Rich Media
funny ads - but not always for the right reasons

37. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Finance Allowance
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
Place-Based Media

38. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Attitudes
International Media
Post-Tests
Market research

39. Visualization/conceptualization
Perception
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
Participants in the marketing process
creating a picture of the concept they want to convey

40. Advertisements focused on selling a product or service
Product Advertisements
Outdoor Advertising (Billboard)
Recency planning
Regular price-line advertising

41. Forms of Product Advertising
Full-Service Agency
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Product Advertisements
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder

42. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Limited-Service Agency
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
Cooperative
Utility

43. Gathering - recording - and analyzing new information to help managers make marketing decisions
Vertical cooperative advertising
Advocacy
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Marketing research

44. Interactive online advertising.
Rich Media
Premiums
Maslow's hierarchy of needs theory of motivation based on unmet human needs
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

45. The cost of reaching 1 - 000 individuals or households with the advertising message.
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
Attitude Tests
Cost per Thousand (CPM)
Case Allowance

46. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Gross Ratings Points (GRPs)
Merchandise Allowance
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Allowances and Discounts

47. People we try to emulate or whose approval concerns us
Reference groups
Opinion leaders
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
Transit Advertising

48. 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. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Marketing research
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Negatively originated (informational) motives

49. Tests used to test ad alternatives.
Sales Tests
Recency planning
Portfolio Tests
bleed pages - inserts - covers - front - inside front - inside back - and outside back

50. Influencing the brand choice of consumers who are 'ready to buy'
Nonpersonal influences on consumer behavior
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
Recency planning
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method