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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. Broad category of media - such as television - radio or newspaper
Segmenting
Outdoor Advertising (Billboard)
Functional needs
Media class

2. 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
cognitive dissonance
the more audience attention
Case Allowance
Cost per Thousand (CPM)

3. Three Approaches to Setting Advertising Schedules
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Point-of-Purchase Displays

4. Ads that simply bring the company's name to the attention of its target market again.
Brand interest
Publicity Tools
Reminder Institutional
Lead in paragraphs - interior paragraphs - trial close - and close

5. Interactive online advertising.
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Sales Advertising
Rich Media
CPM

6. What kinds of ads resonate more?
Rich Media
audience - ad message itself - communications media - and the product concept
Ones with fewer words
Market research

7. The percentage of households in a market that are tuned to a particular TV/radio show.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Utility
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
Rating

8. Offering the product free or at a greatly reduced price.
Reach
Samples
Unaided Recall
CB - The Consumer Decision Process

9. Allow the audience to participate actively & immediately
Merchandise Allowance
Contests
Segmenting
Digital Interactive Media

10. Form - task - possession - time - place utility
Functional needs
Merchandise Allowance
Rebates
kickers - boldface and italics

11. Placing items on sale and offering two-for-one specials of other deals
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Post-Tests
Sales Advertising
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces

12. What are the types of headlines?
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
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
Message development - You must create a message that gets into the minds of the consumer and target audience
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

13. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
Message development - You must create a message that gets into the minds of the consumer and target audience
Aided Recall
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

14. What does the layout of an ad consist of?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Samples
Rich Media
the more audience attention

15. The speed which buyers forget the brand if advertising is not seen.
Comparative
Forgetting Rate
Lead in paragraphs - interior paragraphs - trial close - and close
Outdoor Advertising (Billboard)

16. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
BDI (Brand development index)
Cooperative Advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

17. From basic physiological needs to safety - social - and esteem needs to self-actualization needs

18. Situate the brand socially
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
Institutional 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
Product Advertising

19. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Merchandise Allowance
Cooperative
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Product Placement

20. The cost of reaching 1 - 000 individuals or households with the advertising message.
Theater Tests
Cost per Thousand (CPM)
Marketing research
Continuity

21. Ads that state the position of a company on an issue.
Rating
Brand interest
Advocacy
kickers - boldface and italics

22. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Post-Tests
Point-of-Purchase Displays
Product Placement
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

23. 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.
Cooperative
Attitude Tests
Gross Ratings Points (GRPs)
Aided Recall

24. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Opinion leaders
Pretests
Transit Advertising (Bus - taxi - and subway advertising)
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

25. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
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
Premiums
Reachxfrequency
International Media

26. The more frequently a product is purchased - the less repetition is required.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Purchase Frequency
Theater Tests
Rossiter & Percy's Fundamental Motives

27. 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.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Pretests
CPM
Transit Advertising (Bus - taxi - and subway advertising)

28. Is our acquired mental position regarding some idea or object
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
Message development - You must create a message that gets into the minds of the consumer and target audience
Attitude Tests
Attitudes

29. 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
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
Negatively originated (informational) motives
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. Product Advertisements 2. Institutional Advertisements

30. 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.
Rating
Competitive Institutional
Outdoor Advertising (Billboard)
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder

31. Markets are segmented - products are positioned
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Reference groups
Rich Media
Segmenting

32. What are the function of headlines?
Sales Advertising
Competitive Institutional
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
the more audience attention

33. Types of Advertisements
1. Product Advertisements 2. Institutional Advertisements
Positively originated (transformational) motives
Pioneering Institutional
Foreign Media

34. Duration of an advertising message or campaign over a given period of time - sustains memory
Continuity
Foreign Media
Classified Advertising
Buyer Turnover

35. Content advertising
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Ad research
Integrated Marketing Communications

36. What do the most effective radio commercials use?
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
Transit Advertising
Sounds that are familiar
Forgetting Rate

37. 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
Brand interest
CB - The Consumer Decision Process
Continuous (Steady) Schedule
Brand loyalty

38. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
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
Inquiry Tests
Foreign Media

39. Forms of Product Advertising
International Media
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Trade-Oriented Sales Promotions (Trade Promotions)

40. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Utility
Flighting (Intermittent) Schedule
Cooperative Advertising
Opinion leaders

41. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Cooperative Advertising
Continuous (Steady) Schedule
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Attitude Tests

42. Three Common Discounts and Allowances
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Participants in the marketing process
STP Marketing (Segmenting - Targeting - Positioning)
Loyalty Programs

43. Scare the consumer into action
Rossiter & Percy's Fundamental Motives
In-House Agencies
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)
Buyer Turnover

44. Ads used for announcements about what a company is - what it can do - and where it is located.
Pioneering Institutional
Reachxfrequency
Outdoor Advertising (Billboard)
Trade-Oriented Sales Promotions (Trade Promotions)

45. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising (Bus - taxi - and subway advertising)
Product Advertisements
Transit Advertising
Regular price-line advertising

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

47. 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
Rossiter & Percy's Fundamental Motives
BDI (Brand development index)
Advocacy
Direct Mail Advertising

48. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Exchange
CPM-TM
Habits
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

49. Advertising that promotes a specific brand's features and benefits.
Competitive
Exchange
cognitive dissonance
Institutional Advertisements

50. Stages of ad development
audience - ad message itself - communications media - and the product concept
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Print Media
Reachxfrequency