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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. Types of Publicity Tools
Unaided Recall
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Reach

2. Displays that take the form of an advertising sign in high traffic areas of store aisles.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
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
Point-of-Purchase Displays
BDI (Brand development index)

3. Advertising used to reinforce previous knowledge of a product.
Attitude Tests
Purposes of Marketing research
Regular price-line advertising
Reminder

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

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5. Family - society - reference groups - opinion leaders
Institutional Advertising
Interpersonal influences on consumer behavior
Pulse (Burst) Schedule
Product Advertisements

6. Tests used to test ad alternatives.
Utility
Place-Based Media
Portfolio Tests
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

7. The number of different people or households exposed to an ad.
Direct Mail Advertising
Reach
Perception
Sounds that are familiar

8. Information gathered about a particular market or market segment
Market research
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
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

9. Markets are segmented - products are positioned
Segmenting
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)
Horizontal cooperative advertising
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

10. Allow the audience to participate actively & immediately
Contests
Digital Interactive Media
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. News Release 2. News Conference 3. Public Service Announcements (PSAs)

11. Of radio & tv used to be called broadcast media; but with advent of cable TV - many programs are now transmitted electronically though wires rather than broadcast through the air
Buyer Turnover
Electronic Media
Reminder Institutional
International Media

12. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Rating
STP Marketing (Segmenting - Targeting - Positioning)
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Institutional Advertising

13. 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
Classified Advertising
Competitive Institutional
Market research

14. What are the kinds of copy you can have in an ad?
Vertical cooperative advertising
Competitive
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Marketing research

15. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
Functions of Marketing research
Frequently use the word 'you'
Vertical cooperative advertising

16. A discount on each case ordered during a specific time period.
Horizontal 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)
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder

17. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Outdoor Advertising (Billboard)
Print Media
Transit Advertising (Bus - taxi - and subway advertising)
Continuity

18. Joining together in a consistent manner everything that communicates with customers
Integrated Marketing Communications
the more audience attention
Pretests
Message development - You must create a message that gets into the minds of the consumer and target audience

19. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Exchange
Vertical cooperative advertising
Purposes of Marketing research
Transit Advertising

20. Gross rating points =
1. Product Advertisements 2. Institutional Advertisements
Reference groups
Interpersonal influences on consumer behavior
Reachxfrequency

21. Three Common Discounts and Allowances
Attitude Tests
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
Inquiry Tests
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

22. Link key attributes to the brand name
Finance Allowance
Consumer-Oriented Sales Promotions (Consumer Promotions)
Frequency
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

23. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Pulse (Burst) Schedule
Product Placement
Reach
Participants in the marketing process

24. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
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
Allowances and Discounts
Opinion leaders
Deals

25. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
Inquiry Tests
Media class
Frequency

26. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Sales Tests
Utility
Continuous (Steady) Schedule
Purchase Frequency

27. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Post-Tests
Cooperative
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)
Deals

28. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Habits
Continuity
Post-Tests

29. What do the most effective radio commercials use?
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Brand loyalty
Sounds that are familiar
Competitive Institutional

30. 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'
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Pulse (Burst) Schedule
Pioneering
Frequency

31. Define the brand image
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Media class
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

32. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
Competitive
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)
Merchandise Allowance

33. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Point-of-Purchase Displays
Cooperative
Advocacy
Direct Mail Advertising

34. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
the more audience attention
cognitive dissonance

35. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Place-Based Media
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
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Brand loyalty

36. Simply the percentage of homes exposed to an advertising media
Institutional Advertisements
Inquiry Tests
Rating
Media vehicle

37. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
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
Transit Advertising (Bus - taxi - and subway advertising)
Premiums

38. People we try to emulate or whose approval concerns us
Reference groups
Opinion leaders
Case Allowance
Brand loyalty

39. 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
Reference groups
Pretests
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Horizontal cooperative advertising

40. The average number of times a person in the target audience is exposed to an ad.
Lead in paragraphs - interior paragraphs - trial close - and close
Rossiter & Percy's Fundamental Motives
Point-of-Purchase Displays
Frequency

41. Changing behavior by inducing anxiety
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
Jury Tests
Post-Tests

42. Placing items on sale and offering two-for-one specials of other deals
Habits
Message development - You must create a message that gets into the minds of the consumer and target audience
BDI (Brand development index)
Sales Advertising

43. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
Horizontal cooperative advertising
Purposes of Marketing research
Local Advertisers

44. Form - task - possession - time - place utility
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
Functional needs
Negatively originated (informational) motives
CPM-TM

45. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Product Placement
Reach
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
creating a picture of the concept they want to convey

46. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
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
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
STP Marketing (Segmenting - Targeting - Positioning)

47. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Cooperative
creating a picture of the concept they want to convey
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Transit Advertising (Bus - taxi - and subway advertising)

48. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Permission-Based Advertising
Cost per Thousand (CPM)
Purposes of Marketing research
Merchandise Allowance

49. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Frequently use the word 'you'
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
Outdoor Advertising (Billboard)

50. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
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
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Full-Service Agency
Rating