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Advertising

Instructions:

Answer 50 questions in 15 minutes.
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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. 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
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
Competitive Institutional
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
cognitive dissonance

2. Situate the brand socially
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)
Print Media
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
Product Advertising

3. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
Finance Allowance
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Message development - You must create a message that gets into the minds of the consumer and target audience

4. Merchandise offered free or at a significant discount.
Sounds that are familiar
Premiums
Cost per Thousand (CPM)
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

5. Approaches to Post-Testing
CPM
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Electronic Media
Consumer-Oriented Sales Promotions (Consumer Promotions)

6. Three Common Discounts and Allowances
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Continuous (Steady) Schedule
Deals

7. Define the brand image
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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Print Media
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

8. Forms of Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Media class
Limited-Service Agency
Product Advertising

9. Affective Association

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10. 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
Sales Tests
CB - The Consumer Decision Process
Reach
Finance Allowance

11. Evaluation process conducted before the ads are in place to determine whether the ad communicates the intended message or to select among alternative versions of the ad.
Local Advertisers
Forgetting Rate
Pretests
Sweepstakes

12. Information gathered about a particular market or market segment
Local Advertisers
Rossiter & Percy's Fundamental Motives
Transit Advertising (Bus - taxi - and subway advertising)
Market research

13. Types of Publicity Tools
Exchange
Outdoor Advertising (Billboard)
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Recency planning

14. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Integrated Marketing Communications
Foreign Media
Product Placement

15. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Attitudes
Place-Based Media
1. Product Advertisements 2. Institutional Advertisements
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

16. What are the types of Formatting the Body Copy?
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Rebates
Trade-Oriented Sales Promotions (Trade Promotions)
Lead in paragraphs - interior paragraphs - trial close - and close

17. Ads that simply bring the company's name to the attention of its target market again.
Loyalty Programs
Consumer-Oriented Sales Promotions (Consumer Promotions)
1. Product Advertisements 2. Institutional Advertisements
Reminder Institutional

18. 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
Place-Based Media
Theater Tests
Brand loyalty

19. Simply the percentage of homes exposed to an advertising media
Institutional Advertisements
Rating
Outdoor Advertising (Billboard)
Finance Allowance

20. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Media vehicle
CPM
CPM-TM
Opinion leaders

21. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Continuous (Steady) Schedule
Institutional Advertisements
Habits
Comparative

22. Time - place of sale - environment
Nonpersonal influences on consumer behavior
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Gross Ratings Points (GRPs)
Transit Advertising (Bus - taxi - and subway advertising)

23. What do the most effective radio commercials use?
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Case Allowance
Ones with fewer words
Sounds that are familiar

24. Is an individual's openness or curiosity about a brand
Product Placement
Frequency
Purposes of Marketing research
Brand interest

25. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Publicity Tools
Ad research
Functions of Marketing research

26. Made up of the company's own advertising staff. They may provide full services or limited services.
Cooperative
In-House Agencies
Brand loyalty
Local Advertisers

27. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Functional needs
Habits
In-House Agencies
Purchase Frequency

28. Types of Advertisements
Jury Tests
1. Product Advertisements 2. Institutional Advertisements
Institutional Advertising
Frequency

29. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Comparative
Institutional Advertisements
Aided Recall
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

30. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
1. Product Advertisements 2. Institutional Advertisements
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Attitudes
Transit Advertising (Bus - taxi - and subway advertising)

31. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Positively originated (transformational) motives
Participants in the marketing process
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Competitive

32. A discount on each case ordered during a specific time period.
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Case Allowance
CPM-TM
Electronic Media

33. Forms of Institutional Advertisements
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
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
Trade-Oriented Sales Promotions (Trade Promotions)

34. Informs consumers about services or merchandise offered at regular prices
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
Digital Interactive Media
creating a picture of the concept they want to convey
Regular price-line advertising

35. Elements of an advertising message
audience - ad message itself - communications media - and the product concept
Rebates
CPM
Gross Ratings Points (GRPs)

36. 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
Segmenting
Cooperative Advertising
Perception

37. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Finance Allowance
Cooperative
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Reachxfrequency

38. What are the standard subjects for ad visuals?
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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
Sweepstakes
Continuous (Steady) Schedule

39. Broad category of media - such as television - radio or newspaper
creating a picture of the concept they want to convey
Rossiter & Percy's Fundamental Motives
Media class
Media vehicle

40. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Institutional Advertisements
Exchange
Cooperative Advertising
Merchandise Allowance

41. Link key attributes to the brand name
Cost per Thousand (CPM)
Functions of Marketing research
Jury 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

42. Scare the consumer into action
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)
Frequency
Horizontal cooperative advertising
Classified Advertising

43. Ads on the interior and exterior of busses - subways - and taxis.
Pretests
Transit Advertising
Exchange
Advocacy

44. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Message development - You must create a message that gets into the minds of the consumer and target audience
Recency planning
Coupons
Buyer Turnover

45. Offering the product free or at a greatly reduced price.
Samples
Reminder
Attitudes
Lead in paragraphs - interior paragraphs - trial close - and close

46. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
BDI (Brand development index)
Post-Tests
Limited-Service Agency
Reach

47. What are the types of subheads?
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
kickers - boldface and italics
Samples
Cost per Thousand (CPM)

48. What are the types of headlines?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
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
Coupons

49. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Continuity
Sweepstakes
Portfolio Tests
STP Marketing (Segmenting - Targeting - Positioning)

50. Visualization/conceptualization
Cooperative Advertising
Inquiry Tests
creating a picture of the concept they want to convey
bleed pages - inserts - covers - front - inside front - inside back - and outside back