Test your basic knowledge |

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. Common Advertising Appeals
Rebates
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Sales Advertising
International Media

2. Persuade the customer
Digital Interactive Media
Transit Advertising (Bus - taxi - and subway advertising)
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
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

3. Advertising used to reinforce previous knowledge of a product.
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
Reminder
creating a picture of the concept they want to convey
Aided Recall

4. A discount on each case ordered during a specific time period.
Permission-Based Advertising
Vertical cooperative advertising
Case Allowance
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)

5. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Rich Media
Institutional Advertisements
Theater Tests
Brand loyalty

6. The cost of reaching 1 - 000 individuals or households with the advertising message.
Merchandise Allowance
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Cost per Thousand (CPM)
STP Marketing (Segmenting - Targeting - Positioning)

7. 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'
Continuity
Frequency
Full-Service Agency
Competitive

8. Advertising showing one brand's strengths relative to its competitors.
Rich Media
Comparative
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

9. Value of Promotion
CPM
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Sales Tests
Rating

10. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Foreign Media
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Product Placement
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

11. Three Common Trade-Oriented Sales Promotions (Trade Promotions)

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12. The speed which buyers forget the brand if advertising is not seen.
Forgetting Rate
Reminder
Rossiter & Percy's Fundamental Motives
Sounds that are familiar

13. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Post-Tests
Rating
Recency planning

14. Advertising that promotes a specific brand's features and benefits.
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
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
Message development - You must create a message that gets into the minds of the consumer and target audience
Competitive

15. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Segmenting
Integrated Marketing Communications
Cooperative Advertising
Print Media

16. Interactive online advertising.
Reachxfrequency
Outdoor Advertising (Billboard)
Brand loyalty
Rich Media

17. Content advertising
Comparative
Print Media
Aided Recall
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

18. Duration of an advertising message or campaign over a given period of time - sustains memory
Continuity
Nonpersonal influences on consumer behavior
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Vertical cooperative advertising

19. What are the types of subheads?
Contests
kickers - boldface and italics
Sweepstakes
Ad research

20. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
STP Marketing (Segmenting - Targeting - Positioning)
Foreign Media
Cost per Thousand (CPM)
Reach

21. Link key attributes to the brand name
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
Case Allowance
Media class
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

22. Time - place of sale - environment
Marketing research
Rating
Nonpersonal influences on consumer behavior
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

23. Reimbursing a retailer for extra in-store support or special featuring of the brand.
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Vertical cooperative advertising
Merchandise Allowance
Portfolio Tests

24. Approaches to Post-Testing
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Participants in the marketing process
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Purchase Frequency

25. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Full-Service Agency
Trade-Oriented Sales Promotions (Trade Promotions)
Market research
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

26. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuous (Steady) Schedule
Gross Ratings Points (GRPs)
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
Institutional Advertising

27. What are the positives to newspapers as a form of mass media?
Attitude Tests
Permission-Based Advertising
Classified Advertising
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

28. 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.
Competitive
the more audience attention
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Sweepstakes

29. Visualization/conceptualization
Gross Ratings Points (GRPs)
Trade-Oriented Sales Promotions (Trade Promotions)
creating a picture of the concept they want to convey
Sounds that are familiar

30. Factors of Scheduling Advertising
Continuous (Steady) Schedule
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
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. Where is the advertising and brand battle won or lost?
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Message development - You must create a message that gets into the minds of the consumer and target audience
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Nonpersonal influences on consumer behavior

32. Consumer-Oriented Sales Promotion (Consumer Promotions) 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
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
Attitude Tests
Transit Advertising (Bus - taxi - and subway advertising)

33. Informs consumers about services or merchandise offered at regular prices
Sweepstakes
Regular price-line advertising
Nonpersonal influences on consumer behavior
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

34. What are the function of headlines?
Consumer-Oriented Sales Promotions (Consumer Promotions)
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
Frequently use the word 'you'
Foreign Media

35. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Integrated Marketing Communications
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Cooperative
Sounds that are familiar

36. Consumer needs - product development - assess effectiveness - financial planning and quality control
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
1. Product Advertisements 2. Institutional Advertisements
Functions of Marketing research
Reminder

37. Gathering - recording - and analyzing new information to help managers make marketing decisions
Pioneering
Merchandise Allowance
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
Marketing research

38. 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.
Attitude Tests
Lead in paragraphs - interior paragraphs - trial close - and close
Sales Advertising
CB - The Consumer Decision Process

39. The more frequently a product is purchased - the less repetition is required.
Samples
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Pretests
Purchase Frequency

40. Stages of ad development
Frequency
Digital Interactive Media
Electronic Media
thumbnails - roughs - dummies - comprehensives (elaborate draft)

41. 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
Pulse (Burst) Schedule
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)
Nonpersonal influences on consumer behavior
cognitive dissonance

42. Offering the product free or at a greatly reduced price.
Jury Tests
Samples
CPM
Reachxfrequency

43. Promote brand recall
Aided Recall
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

44. Allow the audience to participate actively & immediately
Digital Interactive Media
Continuous (Steady) Schedule
Sales Tests
Flighting (Intermittent) Schedule

45. What does the layout of an ad consist of?
Reminder
Trade-Oriented Sales Promotions (Trade Promotions)
Classified Advertising
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

46. Studies such as controlled experiments and consumer purchase tests.
Reminder
Sales Tests
Merchandise Allowance
Utility

47. Promotes a specific product or service and stimulates short term action while building awareness of the business
Limited-Service 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
Product Advertising
Permission-Based Advertising

48. What kinds of ads resonate more?
Pretests
Post-Tests
Finance Allowance
Ones with fewer words

49. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Transit Advertising
Ad research
Pulse (Burst) Schedule
creating a picture of the concept they want to convey

50. Ads that state the position of a company on an issue.
Frequency
Buyer Turnover
Advocacy
Interpersonal influences on consumer behavior