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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. Situate the brand socially
Pioneering Institutional
Local Advertisers
Market research
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

2. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Habits
CPM-TM
Interpersonal influences on consumer behavior
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

3. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Merchandise Allowance
Frequency
Reminder
Functions of Marketing research

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

5. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Full-Service Agency
Classified Advertising
Rich Media
Positively originated (transformational) motives

6. Link key attributes to the brand name
Purchase Frequency
Merchandise Allowance
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
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

7. What are the kinds of copy you can have in an ad?
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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
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
Exchange

8. Ads that state the position of a company on an issue.
CPM-TM
Advocacy
kickers - boldface and italics
Continuous (Steady) Schedule

9. The number of different people or households exposed to an ad.
Vertical cooperative advertising
Marketing research
Reach
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

10. Influencing the brand choice of consumers who are 'ready to buy'
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Local Advertisers
Product Advertising
Recency planning

11. Offering the product free or at a greatly reduced price.
Nonpersonal influences on consumer behavior
Post-Tests
Samples
Attitude Tests

12. Define the brand image
Purchase Frequency
Horizontal cooperative advertising
Message development - You must create a message that gets into the minds of the consumer and target audience
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

13. Form - task - possession - time - place utility
Deals
Loyalty Programs
Integrated Marketing Communications
Functional needs

14. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Pioneering
Flighting (Intermittent) Schedule
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Loyalty Programs

15. People we try to emulate or whose approval concerns us
Reference groups
Exchange
Clearance advertising (a special form of sale advertising)
Local Advertisers

16. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Vertical cooperative advertising
Rating
Reference groups
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

17. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Reminder
Place-Based Media
Clearance advertising (a special form of sale advertising)
Unaided Recall

18. What are the types of subheads?
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
Local Advertisers
Print Media
kickers - boldface and italics

19. Scare the consumer into action
bleed pages - inserts - covers - front - inside front - inside back - and outside back
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
Functional needs
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)

20. 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
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Premiums
Continuous (Steady) Schedule

21. How often new buyers enter the market to buy the product.
Purchase Frequency
Institutional Advertisements
Reach
Buyer Turnover

22. Simply the percentage of homes exposed to an advertising media
Reachxfrequency
Rating
Contests
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate

23. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Product Placement
Participants in the marketing process
CPM-TM
Interpersonal influences on consumer behavior

24. 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
Ad research
CB - The Consumer Decision Process
Transit Advertising
Frequency

25. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Rossiter & Percy's Fundamental Motives
Cooperative
Direct Mail Advertising
Brand loyalty

26. The speed which buyers forget the brand if advertising is not seen.
Forgetting Rate
Continuity
Lead in paragraphs - interior paragraphs - trial close - and close
Negatively originated (informational) motives

27. Is the products ability to satisfy both functional needs & symbolic wants
Utility
Rating
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Participants in the marketing process

28. Approaches to Post-Testing
Maslow's hierarchy of needs theory of motivation based on unmet human needs
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Sales Tests
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

29. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Buyer Turnover
International Media
Institutional Advertising
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

30. What does the layout of an ad consist of?
Opinion leaders
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
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Foreign Media

31. What are the types of headlines?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Product Placement
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
thumbnails - roughs - dummies - comprehensives (elaborate draft)

32. Gathering - recording - and analyzing new information to help managers make marketing decisions
Negatively originated (informational) motives
Frequency
Marketing research
Forgetting Rate

33. Studies such as controlled experiments and consumer purchase tests.
Continuity
Full-Service Agency
Trade-Oriented Sales Promotions (Trade Promotions)
Sales Tests

34. Interactive online advertising.
Interpersonal influences on consumer behavior
Institutional Advertisements
Rich Media
Consumer-Oriented Sales Promotions (Consumer Promotions)

35. What are the positives to newspapers as a form of mass media?
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
kickers - boldface and italics
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
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

36. What kind of ads are most often remembered?
Nonpersonal influences on consumer behavior
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
funny ads - but not always for the right reasons
CPM

37. Promote brand recall
1. Product Advertisements 2. Institutional Advertisements
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Rebates
Reach

38. Customer's perception of product/service; sometimes advertisers need to change those perceptions. As well as seller's perception of customer's needs - wants - objectives.
Perception
Sounds that are familiar
Allowances and Discounts
Nonpersonal influences on consumer behavior

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

40. Forms of Product Advertising
Sales Advertising
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
Message development - You must create a message that gets into the minds of the consumer and target audience

41. Advertising that promotes a specific brand's features and benefits.
Competitive
Attitude Tests
Purposes of Marketing research
Reminder Institutional

42. Duration of an advertising message or campaign over a given period of time - sustains memory
Exchange
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
Continuity
Segmenting

43. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Direct Mail Advertising
Transit Advertising (Bus - taxi - and subway advertising)
Post-Tests
Advocacy

44. What do the most effective radio commercials use?
Aided Recall
Deals
Habits
Sounds that are familiar

45. Offers the return of money based on proof of purchase.
CB - The Consumer Decision Process
Sales Advertising
Sweepstakes
Rebates

46. A positive bonus is promised rather than the removal or reduction of some negative situation. The 3 positively originated motives- sensory gratification - intellectual stimulation - & social approval
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Pretests
Positively originated (transformational) motives

47. 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
Flighting (Intermittent) Schedule
Message development - You must create a message that gets into the minds of the consumer and target audience
Electronic Media
Brand loyalty

48. Questions such as "What ads do you remember watching yesterday?" is asked of respondents without any prompting to determine whether they saw or heard advertising messages.
Unaided Recall
Sweepstakes
Vertical cooperative advertising
Full-Service Agency

49. The greater size of an ad illustration...
Participants in the marketing process
the more audience attention
funny ads - but not always for the right reasons
Finance Allowance

50. Joining together in a consistent manner everything that communicates with customers
Utility
Integrated Marketing Communications
Transit Advertising
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy