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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. Made up of the company's own advertising staff. They may provide full services or limited services.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. 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
In-House Agencies
Reach

2. Is an individual's openness or curiosity about a brand
Rating
Comparative
Brand interest
Direct Mail Advertising

3. Ads that simply bring the company's name to the attention of its target market again.
Flighting (Intermittent) Schedule
Consumer-Oriented Sales Promotions (Consumer Promotions)
Reminder Institutional
Market research

4. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Ad research
Product Placement
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

5. The number of different people or households exposed to an ad.
Reach
Reminder
Integrated Marketing Communications
Purchase Frequency

6. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Consumer-Oriented Sales Promotions (Consumer Promotions)
CB - The Consumer Decision Process
CPM-TM
Product Advertisements

7. Factors of Scheduling Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Ad research
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Perception

8. Advertising showing one brand's strengths relative to its competitors.
funny ads - but not always for the right reasons
audience - ad message itself - communications media - and the product concept
Comparative
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

9. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuous (Steady) Schedule
Rich Media
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)
Market research

10. Ads promoting the advantages of one product class over another product class and are used in markets where different product classes compete for the same buyers.
Case Allowance
Theater Tests
Pioneering Institutional
Competitive Institutional

11. Duration of an advertising message or campaign over a given period of time - sustains memory
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Continuity
Digital Interactive Media
Contests

12. Gross rating points =
Direct Mail Advertising
Reachxfrequency
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Competitive Institutional

13. Ads in magazines can be strategically placed in these places...
Brand loyalty
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Purchase Frequency

14. Ads used for announcements about what a company is - what it can do - and where it is located.
Media class
Pioneering Institutional
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Inquiry Tests

15. A discount on each case ordered during a specific time period.
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Jury Tests
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
Case Allowance

16. The more frequently a product is purchased - the less repetition is required.
Exchange
Reachxfrequency
Transit Advertising (Bus - taxi - and subway advertising)
Purchase Frequency

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

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18. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Flighting (Intermittent) Schedule
Recency planning
Interpersonal influences on consumer behavior
Competitive Institutional

19. Elements of an advertising message
Sales Tests
Brand loyalty
audience - ad message itself - communications media - and the product concept
International Media

20. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Sounds that are familiar
Sweepstakes
Foreign Media
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

21. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Merchandise Allowance
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Electronic Media
Local Advertisers

22. Stages of ad development
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Rating
Classified 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

23. Changing behavior by inducing anxiety
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
Exchange
Cooperative
Segmenting

24. 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.
Point-of-Purchase Displays
Sales Advertising
Segmenting
Permission-Based Advertising

25. Value of Promotion
Sweepstakes
Interpersonal influences on consumer behavior
Outdoor Advertising (Billboard)
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

26. Ads that state the position of a company on an issue.
Advocacy
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
Sweepstakes
Ones with fewer words

27. What kind of ads are most often remembered?
funny ads - but not always for the right reasons
Positively originated (transformational) motives
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Print Media

28. Firms in the same business (real-estate agents - insurance agents - pharmacies - car dealers - or travel agents) or in the same part of town advertise jointly
International Media
Market research
Local Advertisers
Horizontal cooperative advertising

29. 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.
Coupons
Inquiry Tests
Lead in paragraphs - interior paragraphs - trial close - and close
Publicity Tools

30. What are the standard subjects for ad visuals?
Product Advertising
Foreign Media
Inquiry Tests
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

31. Interactive online advertising.
Habits
Rich Media
Forgetting Rate
Functions of Marketing research

32. What does the layout of an ad consist of?
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
audience - ad message itself - communications media - and the product concept
Functions of Marketing research
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

33. 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'
Frequency
Perception
Digital Interactive Media
Product Placement

34. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Buyer Turnover
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
Publicity Tools
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

35. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Unaided Recall
Finance Allowance
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Media vehicle

36. Respondents are asked questions to measure changes in their attitudes after an ad campaign - such as whether they have a more favorable attitude toward the product advertised.
bleed pages - inserts - covers - front - inside front - inside back - and outside back
audience - ad message itself - communications media - and the product concept
Attitude Tests
Frequently use the word 'you'

37. 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.
Sweepstakes
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
cognitive dissonance
Opinion leaders

38. Three Common Discounts and Allowances
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Classified Advertising
Continuity
International Media

39. Approaches to Post-Testing
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
the more audience attention
Allowances and Discounts
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

40. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Sales Tests
Cooperative
Point-of-Purchase Displays
Permission-Based Advertising

41. Simply the percentage of homes exposed to an advertising media
thumbnails - roughs - dummies - comprehensives (elaborate draft)
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
Reach
Rating

42. 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.
cognitive dissonance
Classified Advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Jury Tests

43. How often new buyers enter the market to buy the product.
Buyer Turnover
Post-Tests
creating a picture of the concept they want to convey
Outdoor Advertising (Billboard)

44. Offering the product free or at a greatly reduced price.
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
Recency planning
Samples
Rating

45. What are the types of Formatting the Body Copy?
Regular price-line advertising
Cooperative Advertising
Rating
Lead in paragraphs - interior paragraphs - trial close - and close

46. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Point-of-Purchase Displays
Theater Tests
Deals
Brand loyalty

47. Broad category of media - such as television - radio or newspaper
Media class
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
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

48. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Ones with fewer words
Digital Interactive Media
Pulse (Burst) Schedule
Habits

49. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Ad research
Marketing research
Contests
Rossiter & Percy's Fundamental Motives

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

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