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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. Allow the audience to participate actively & immediately
Integrated Marketing Communications
Message development - You must create a message that gets into the minds of the consumer and target audience
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Digital Interactive Media

2. What are the types of Formatting the Body Copy?
Sales Advertising
Lead in paragraphs - interior paragraphs - trial close - and close
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Segmenting

3. Information gathered about a particular market or market segment
Direct Mail Advertising
funny ads - but not always for the right reasons
Institutional Advertisements
Market research

4. Common Advertising Appeals
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Cooperative
Transit Advertising
Classified Advertising

5. Advertisements that tell people what a product is - what it can do - and where it can be found.
Ad research
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Pretests
Pioneering

6. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Product Advertising
Regular price-line advertising
Competitive Institutional
Full-Service Agency

7. 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.
Reach
Pretests
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
Pulse (Burst) Schedule

8. What are the principles of design?
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: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Regular price-line advertising
Point-of-Purchase Displays

9. 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.
Post-Tests
Perception
BDI (Brand development index)
Direct Mail Advertising

10. Offers the return of money based on proof of purchase.
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
BDI (Brand development index)
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
Rebates

11. Transform consumption experience
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
Gross Ratings Points (GRPs)
Unaided Recall
Merchandise Allowance

12. Advertising that promotes a specific brand's features and benefits.
Sales Tests
Cost per Thousand (CPM)
Competitive
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

13. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Horizontal cooperative advertising
Transit Advertising
Post-Tests
CPM

14. What are the types of headlines?
In-House Agencies
Continuous (Steady) Schedule
Lead in paragraphs - interior paragraphs - trial close - and close
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

15. Persuade the customer
kickers - boldface and italics
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
Permission-Based Advertising
Forgetting Rate

16. Offering the product free or at a greatly reduced price.
Case Allowance
Samples
Horizontal cooperative advertising
Merchandise Allowance

17. 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. Product Advertisements 2. Institutional Advertisements
Buyer Turnover
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

18. The percentage of households in a market that are tuned to a particular TV/radio show.
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Reachxfrequency
Functions of Marketing research
Rating

19. What kinds of ads resonate more?
Ones with fewer words
Frequency
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Institutional Advertising

20. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Pulse (Burst) Schedule
Nonpersonal influences on consumer behavior
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
Outdoor Advertising (Billboard)

21. Scare the consumer into action
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)
Utility
Flighting (Intermittent) Schedule
Functions of Marketing research

22. Ads that simply bring the company's name to the attention of its target market again.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Reminder Institutional
Purchase Frequency
Permission-Based Advertising

23. Merchandise offered free or at a significant discount.
Transit Advertising (Bus - taxi - and subway advertising)
Premiums
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
Electronic Media

24. Party Responsible for Carrying Out Advertising Program
Pulse (Burst) Schedule
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Trade-Oriented Sales Promotions (Trade Promotions)
Utility

25. Promotes a specific product or service and stimulates short term action while building awareness of the business
Product Advertising
Rossiter & Percy's Fundamental Motives
Allowances and Discounts
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

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

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27. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Ad research
Rebates
Message development - You must create a message that gets into the minds of the consumer and target audience

28. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Sounds that are familiar
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Direct Mail Advertising
Media vehicle

29. 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
audience - ad message itself - communications media - and the product concept
Horizontal cooperative advertising
creating a picture of the concept they want to convey
Interpersonal influences on consumer behavior

30. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Aided Recall
Integrated Marketing Communications
Exchange
Attitude Tests

31. Advertising used to reinforce previous knowledge of a product.
Institutional Advertising
Place-Based Media
Purposes of Marketing research
Reminder

32. Situate the brand socially
Ad 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
Reachxfrequency
Negatively originated (informational) motives

33. 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
Limited-Service Agency
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Sales Advertising

34. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Recency planning
CPM-TM
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Cooperative

35. Consumer needs - product development - assess effectiveness - financial planning and quality control
Forgetting Rate
Functions of Marketing research
STP Marketing (Segmenting - Targeting - Positioning)
Purchase Frequency

36. Advertising showing one brand's strengths relative to its competitors.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Comparative
Continuous (Steady) Schedule
Vertical cooperative advertising

37. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Electronic Media
Finance Allowance
Print Media
Horizontal cooperative advertising

38. The speed which buyers forget the brand if advertising is not seen.
Case Allowance
Forgetting Rate
Attitudes
Comparative

39. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Contests
Message development - You must create a message that gets into the minds of the consumer and target audience
Jury Tests
Theater Tests

40. Tests used to test ad alternatives.
Foreign Media
kickers - boldface and italics
audience - ad message itself - communications media - and the product concept
Portfolio Tests

41. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Place-Based Media
Theater Tests
Media class

42. Markets are segmented - products are positioned
Ad research
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
Segmenting
Jury Tests

43. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Institutional Advertisements
Recency planning
Cost per Thousand (CPM)
Jury Tests

44. Types of audience resonance

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45. Is our acquired mental position regarding some idea or object
Regular price-line advertising
Attitudes
Merchandise Allowance
Rating

46. Time - place of sale - environment
Nonpersonal influences on consumer behavior
Pretests
Finance Allowance
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

47. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
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
Rating
Flighting (Intermittent) Schedule
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

48. Family - society - reference groups - opinion leaders
Pretests
Reach
Reminder
Interpersonal influences on consumer behavior

49. Reach (% of total market) x Frequency
Gross Ratings Points (GRPs)
Frequency
International Media
Functional needs

50. Sales promotions that offer a discounted price to the consumer - which encourage trial.
audience - ad message itself - communications media - and the product concept
Coupons
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
Transit Advertising (Bus - taxi - and subway advertising)