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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. 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
Portfolio Tests
Unaided Recall
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

2. A discount on each case ordered during a specific time period.
Case Allowance
Sweepstakes
Local Advertisers
Maslow's hierarchy of needs theory of motivation based on unmet human needs

3. Elements of an advertising message
Product Placement
audience - ad message itself - communications media - and the product concept
Competitive
Pioneering Institutional

4. Promote brand recall
Consumer-Oriented Sales Promotions (Consumer Promotions)
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Pioneering

5. Markets are segmented - products are positioned
Comparative
Reference groups
Segmenting
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

6. Forms of Institutional Advertisements
Rebates
Reminder Institutional
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Competitive Institutional

7. What kinds of ads resonate more?
Contests
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Positively originated (transformational) motives
Ones with fewer words

8. Informs consumers about services or merchandise offered at regular prices
Lead in paragraphs - interior paragraphs - trial close - and close
Functional needs
Pioneering Institutional
Regular price-line advertising

9. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Premiums
Permission-Based Advertising
Frequency
Brand loyalty

10. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Purposes of Marketing research
Inquiry Tests
Institutional Advertising
Cooperative

11. Consumer needs - product development - assess effectiveness - financial planning and quality control
Media vehicle
Cost per Thousand (CPM)
Functions of Marketing research
CPM

12. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Reminder Institutional
Theater Tests
Cooperative Advertising
Consumer-Oriented Sales Promotions (Consumer Promotions)

13. What are the types of headlines?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Portfolio Tests
Direct Mail Advertising
Exchange

14. Link key attributes to the brand name
cognitive dissonance
Rating
Portfolio Tests
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

15. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Competitive
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
the more audience attention
Cooperative

16. Showing the ad copy to a panel of consumers and having them rate how they liked it - how much it drew their attention - and how attractive they thought it was.
Unaided Recall
Limited-Service Agency
Clearance advertising (a special form of sale advertising)
Jury Tests

17. Three Common Discounts and Allowances
Full-Service Agency
Product Advertisements
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Clearance advertising (a special form of sale advertising)

18. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Media vehicle
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
Recency planning
Cooperative Advertising

19. What are the positives to newspapers as a form of mass media?
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Market research
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
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

20. Interactive online advertising.
Jury Tests
Aided Recall
Rich Media
Print Media

21. 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
Brand interest
Negatively originated (informational) motives
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

22. Is our acquired mental position regarding some idea or object
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Direct Mail Advertising
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Attitudes

23. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
Clearance advertising (a special form of sale advertising)
BDI (Brand development index)
Local Advertisers

24. Simply the percentage of homes exposed to an advertising media
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Rating
bleed pages - inserts - covers - front - inside front - inside back - and outside back

25. The average number of times a person in the target audience is exposed to an ad.
Deals
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
Frequency
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)

26. How often new buyers enter the market to buy the product.
Local Advertisers
Buyer Turnover
Permission-Based Advertising
CPM-TM

27. Advertisements focused on selling a product or service
Product Advertisements
Integrated Marketing Communications
Samples
Forgetting Rate

28. What are the types of subheads?
kickers - boldface and italics
Brand loyalty
Inquiry Tests
Finance Allowance

29. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Print Media
Clearance advertising (a special form of sale advertising)
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
Aided Recall

30. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Point-of-Purchase Displays
Pulse (Burst) Schedule
Trade-Oriented Sales Promotions (Trade Promotions)
Samples

31. Advertising used to reinforce previous knowledge of a product.
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Reminder
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
Allowances and Discounts

32. Content advertising
Nonpersonal influences on consumer behavior
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
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
Attitude Tests

33. Gross rating points =
Reachxfrequency
CB - The Consumer Decision Process
Regular price-line advertising
Frequently use the word 'you'

34. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
audience - ad message itself - communications media - and the product concept
Regular price-line advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Contests

35. Where is the advertising and brand battle won or lost?
Message development - You must create a message that gets into the minds of the consumer and target audience
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Loyalty Programs
Pioneering

36. Allow the audience to participate actively & immediately
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Sales Advertising
Digital Interactive Media
Frequently use the word 'you'

37. Visualization/conceptualization
Product Advertisements
Advocacy
creating a picture of the concept they want to convey
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

38. Persuade the customer
Sales Tests
cognitive dissonance
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
Nonpersonal influences on consumer behavior

39. Ads that state the position of a company on an issue.
Competitive
Maslow's hierarchy of needs theory of motivation based on unmet human needs
CPM-TM
Advocacy

40. Define the brand image
Regular price-line advertising
Attitudes
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
CB - The Consumer Decision Process

41. Offering the product free or at a greatly reduced price.
Samples
1. Product Advertisements 2. Institutional Advertisements
Pretests
Foreign Media

42. Types of audience resonance

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43. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising
Classified Advertising
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Cost per Thousand (CPM)

44. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Frequently use the word 'you'
Gross Ratings Points (GRPs)
audience - ad message itself - communications media - and the product concept
Product Placement

45. Factors of Scheduling Advertising
Brand interest
Segmenting
Negatively originated (informational) motives
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate

46. People we try to emulate or whose approval concerns us
BDI (Brand development index)
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
Reference groups
Ad research

47. 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
Merchandise Allowance
Transit Advertising
Outdoor Advertising (Billboard)

48. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Trade-Oriented Sales Promotions (Trade Promotions)
Sweepstakes
Reach

49. The moment someone recognizes a need or want that might be satisfied by. 1.Need Recognition 2.Search Information and Alternative Evaluation 3. Purchase 4.Post-purchase use and evaluation
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
creating a picture of the concept they want to convey
Competitive Institutional
CB - The Consumer Decision Process

50. Affective Association

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