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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. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Finance Allowance
Flighting (Intermittent) Schedule
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
Gross Ratings Points (GRPs)

2. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Samples
Merchandise Allowance
Permission-Based Advertising
Brand loyalty

3. The cost of reaching 1 - 000 individuals or households with the advertising message.
Sales Tests
Classified Advertising
Frequency
Cost per Thousand (CPM)

4. The speed which buyers forget the brand if advertising is not seen.
Forgetting Rate
Place-Based Media
Continuity
Deals

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

6. What are the types of subheads?
kickers - boldface and italics
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
Brand loyalty
Premiums

7. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
bleed pages - inserts - covers - front - inside front - inside back - and outside back
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
Segmenting
Post-Tests

8. The greater size of an ad illustration...
Comparative
the more audience attention
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)
Consumer-Oriented Sales Promotions (Consumer Promotions)

9. Showing the ad copy to a panel of consumers and having them rate how they liked it - how much it drew their attention - and how attractive they thought it was.
Attitude Tests
Product Placement
Jury Tests
Loyalty Programs

10. What are the principles of design?
cognitive dissonance
Brand interest
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
Rich Media

11. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Electronic Media
Case Allowance
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Print Media

12. 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
audience - ad message itself - communications media - and the product concept
Positively originated (transformational) motives
Finance Allowance
Electronic Media

13. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.

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

15. Scare the consumer into action
Interpersonal influences on consumer behavior
Ones with fewer words
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)
Product Placement

16. 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
Continuity
Exchange
Nonpersonal influences on consumer behavior
CB - The Consumer Decision Process

17. Types of audience resonance

18. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Inquiry Tests
Regular price-line 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
Habits

19. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
kickers - boldface and italics
Media vehicle
Post-Tests
Cooperative

20. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
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
Sales Advertising
Loyalty Programs
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces

21. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Institutional Advertising
Gross Ratings Points (GRPs)
Clearance advertising (a special form of sale advertising)

22. 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
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
Publicity Tools
Rating

23. A discount on each case ordered during a specific time period.
Utility
Case Allowance
Product Advertisements
Buyer Turnover

24. Elements of an advertising message
CPM-TM
Transit Advertising (Bus - taxi - and subway advertising)
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
audience - ad message itself - communications media - and the product concept

25. The number of different people or households exposed to an ad.
thumbnails - roughs - dummies - comprehensives (elaborate draft)
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
Reach
Reachxfrequency

26. Persuade the customer
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
Functional needs
Pulse (Burst) Schedule
Aided Recall

27. 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
Recency planning
Coupons
Brand loyalty

28. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Rich Media
Consumer-Oriented Sales Promotions (Consumer Promotions)
Print Media
Ad research

29. Gathering - recording - and analyzing new information to help managers make marketing decisions
Attitude Tests
Marketing research
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
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

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.
Competitive Institutional
Sweepstakes
Cooperative Advertising
funny ads - but not always for the right reasons

31. Tests used to test ad alternatives.
Utility
thumbnails - roughs - dummies - comprehensives (elaborate draft)
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
Portfolio Tests

32. Forms of Product Advertising
In-House Agencies
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
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

33. People we try to emulate or whose approval concerns us
Reach
Purposes of Marketing research
Reference groups
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

34. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Attitudes
Maslow's hierarchy of needs theory of motivation based on unmet human needs
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
STP Marketing (Segmenting - Targeting - Positioning)

35. Three Approaches to Setting Advertising Schedules
Cost per Thousand (CPM)
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Ones with fewer words
Pulse (Burst) Schedule

36. Is our acquired mental position regarding some idea or object
Exchange
Reference groups
Attitudes
Cooperative

37. Form - task - possession - time - place utility
Functional needs
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
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Vertical cooperative advertising

38. Visualization/conceptualization
bleed pages - inserts - covers - front - inside front - inside back - and outside back
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
STP Marketing (Segmenting - Targeting - Positioning)

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

40. 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
Reach
Horizontal cooperative advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
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

41. 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.
Electronic Media
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
Contests
Perception

42. Promotes a specific product or service and stimulates short term action while building awareness of the business
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Product Advertising
Continuity
Pioneering Institutional

43. What are the types of headlines?
the more audience attention
Reach
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

44. Markets are segmented - products are positioned
Marketing research
Competitive
Segmenting
Point-of-Purchase Displays

45. Broad category of media - such as television - radio or newspaper
Frequency
Rebates
Media class
Cooperative

46. 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.
Pretests
Vertical cooperative 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
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

47. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Rebates
Rating
Continuous (Steady) Schedule
Lead in paragraphs - interior paragraphs - trial close - and close

48. Party Responsible for Carrying Out Advertising Program
Media class
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Integrated Marketing Communications
Transit Advertising

49. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Institutional Advertising
International Media
Deals

50. What kind of ads are most often remembered?
Rossiter & Percy's Fundamental Motives
funny ads - but not always for the right reasons
Finance Allowance
Limited-Service Agency