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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
Jury Tests
Ad research
Competitive Institutional

2. Is the products ability to satisfy both functional needs & symbolic wants
Pretests
Lead in paragraphs - interior paragraphs - trial close - and close
Utility
thumbnails - roughs - dummies - comprehensives (elaborate draft)

3. Elements of an advertising message
CPM-TM
Opinion leaders
Reach
audience - ad message itself - communications media - and the product concept

4. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Limited-Service Agency
Continuous (Steady) Schedule
Attitude Tests
Electronic Media

5. Scare the consumer into action
Cooperative
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
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)

6. Advertising used to reinforce previous knowledge of a product.
Ones with fewer words
Reminder
Limited-Service Agency
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

7. Tests used to test ad alternatives.
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Portfolio Tests
Digital Interactive Media
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)

8. The number of different people or households exposed to an ad.
Reach
Transit Advertising
audience - ad message itself - communications media - and the product concept
Ad research

9. 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
Electronic 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
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
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

10. Gross rating points =
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. Building Long-Term Relationships with Promotion 2. Self-Regulation
Reachxfrequency
Buyer Turnover

11. Markets are segmented - products are positioned
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Segmenting
Sales Tests
Local Advertisers

12. Approaches to Post-Testing
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Reach
creating a picture of the concept they want to convey
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

13. 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
Transit Advertising (Bus - taxi - and subway advertising)
BDI (Brand development index)
the more audience attention
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)

14. 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
Post-Tests
Reachxfrequency
Nonpersonal influences on consumer behavior

15. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Institutional Advertisements
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

16. Situate the brand socially
Classified Advertising
Reach
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
Direct Mail Advertising

17. Interactive online advertising.
Vertical cooperative advertising
BDI (Brand development index)
Recency planning
Rich Media

18. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Theater Tests
Gross Ratings Points (GRPs)
Product Advertising
Competitive

19. Family - society - reference groups - opinion leaders
Interpersonal influences on consumer behavior
Brand loyalty
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
Cooperative Advertising

20. Ads that simply bring the company's name to the attention of its target market again.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Publicity Tools
Reminder Institutional
Electronic Media

21. The cost of reaching 1 - 000 individuals or households with the advertising message.
Pioneering
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Cost per Thousand (CPM)
CB - The Consumer Decision Process

22. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Point-of-Purchase Displays
Negatively originated (informational) motives
Integrated Marketing Communications
Cooperative

23. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Rich Media
Merchandise Allowance
Print Media

24. 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
Samples
Segmenting
Purchase Frequency
Negatively originated (informational) motives

25. What kind of ads are most often remembered?
funny ads - but not always for the right reasons
Loyalty Programs
Sweepstakes
CPM

26. Some methods for scheduling media
Frequency
Deals
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

27. Advertising that promotes a specific brand's features and benefits.
Competitive
Opinion leaders
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
Reach

28. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Exchange
Local Advertisers
Cost per Thousand (CPM)

29. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Product Advertisements
Full-Service Agency
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Exchange

30. Sales promotions that require participants to submit some kind of entry but are purely games of chance requiring no analytical or creative effort by the consumer.
Digital Interactive Media
Post-Tests
Sweepstakes
BDI (Brand development index)

31. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Place-Based Media
Transit Advertising (Bus - taxi - and subway advertising)
Habits
Marketing research

32. The speed which buyers forget the brand if advertising is not seen.
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Media vehicle
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Forgetting Rate

33. Define the brand image
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Coupons
Forgetting Rate

34. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Participants in the marketing process
Contests

35. Simply the percentage of homes exposed to an advertising media
Rating
Media vehicle
Rossiter & Percy's Fundamental Motives
Brand loyalty

36. Promotes a specific product or service and stimulates short term action while building awareness of the business
Product Advertising
Pioneering Institutional
Competitive
Local Advertisers

37. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Inquiry Tests
Post-Tests
CPM
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

38. 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.
Purposes of Marketing research
Premiums
Permission-Based Advertising
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

39. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Outdoor Advertising (Billboard)
Sales Advertising
Brand loyalty
Purchase Frequency

40. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Product Placement
Deals
Portfolio Tests
Purposes of Marketing research

41. Made up of the company's own advertising staff. They may provide full services or limited services.
Transit Advertising (Bus - taxi - and subway advertising)
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
Ad research
In-House Agencies

42. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
Institutional Advertisements
the more audience attention
Cooperative

43. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Pioneering Institutional
Comparative
Coupons

44. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Rating
Reachxfrequency
1. Product Advertisements 2. Institutional Advertisements
Cooperative

45. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Rating
Institutional Advertising
Point-of-Purchase Displays
Message development - You must create a message that gets into the minds of the consumer and target audience

46. What are the types of subheads?
Aided Recall
Recency planning
kickers - boldface and italics
Deals

47. What are the function of headlines?
Reachxfrequency
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
CPM-TM
Recency planning

48. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Negatively originated (informational) motives
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
International Media
Continuous (Steady) Schedule

49. Link key attributes to the brand name
Reminder Institutional
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
Exchange

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

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