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Advertising

Instructions:

Answer 50 questions in 15 minutes.
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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. Three Common Trade-Oriented Sales Promotions (Trade Promotions)

2. 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'
Attitudes
Frequency
CB - The Consumer Decision Process
Rating

3. Informs consumers about services or merchandise offered at regular prices
Negatively originated (informational) motives
Regular price-line advertising
Habits
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

4. To make room for new product lines or new models and to get rid of slow-moving lines - floor samples - broken or distressed merchandise - or out of season items
Aided Recall
Clearance advertising (a special form of sale advertising)
Ad research
Sweepstakes

5. Advertising that promotes a specific brand's features and benefits.
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Rating
Competitive
Habits

6. What are the principles of design?
the more audience attention
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
Positively originated (transformational) motives
STP Marketing (Segmenting - Targeting - Positioning)

7. Scare the consumer into action
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Message development - You must create a message that gets into the minds of the consumer and target audience
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)
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

8. What kinds of ads resonate more?
Ones with fewer words
Reference groups
Opinion leaders
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

9. Reach (% of total market) x Frequency
Gross Ratings Points (GRPs)
1. Product Advertisements 2. Institutional Advertisements
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
Sounds that are familiar

10. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
Integrated Marketing Communications
Product Advertising
funny ads - but not always for the right reasons

11. The more frequently a product is purchased - the less repetition is required.
audience - ad message itself - communications media - and the product concept
Media vehicle
Purchase Frequency
Clearance advertising (a special form of sale advertising)

12. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Regular price-line advertising
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Print 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

13. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Post-Tests
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)
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

14. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Digital Interactive Media
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Pulse (Burst) Schedule
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

15. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Participants in the marketing process
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Full-Service Agency
Nonpersonal influences on consumer behavior

16. What are the positives to newspapers as a form of mass media?
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
Functions of Marketing research
Rating
Contests

17. Types of audience resonance

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

19. Studies such as controlled experiments and consumer purchase tests.
Reachxfrequency
Finance Allowance
CPM
Sales Tests

20. Ads used for announcements about what a company is - what it can do - and where it is located.
Sales Advertising
Pioneering Institutional
Opinion leaders
Recency planning

21. Merchandise offered free or at a significant discount.
Premiums
the more audience attention
Inquiry Tests
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

22. What are the standard subjects for ad visuals?
Lead in paragraphs - interior paragraphs - trial close - and close
Vertical cooperative advertising
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
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

23. Is an individual's openness or curiosity about a brand
audience - ad message itself - communications media - and the product concept
Brand interest
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Institutional Advertisements

24. Specializes in one aspect of the advertising process such as creative services to develop the advertising copy - buying previously un-purchased media - or providing internet services.
Classified Advertising
Attitude Tests
Merchandise Allowance
Limited-Service Agency

25. 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
Media vehicle
Interpersonal 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
CB - The Consumer Decision Process

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

27. Time - place of sale - environment
Nonpersonal influences on consumer behavior
Transit Advertising (Bus - taxi - and subway advertising)
Rating
Full-Service Agency

28. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Cooperative 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
Sales Advertising
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

29. The greater size of an ad illustration...
the more audience attention
Reachxfrequency
Brand interest
Rating

30. Duration of an advertising message or campaign over a given period of time - sustains memory
Continuity
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Reference groups

31. Is our acquired mental position regarding some idea or object
CPM
kickers - boldface and italics
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Attitudes

32. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Cooperative
Media vehicle
Consumer-Oriented Sales Promotions (Consumer Promotions)
Post-Tests

33. Forms of Institutional Advertisements
Post-Tests
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Theater Tests
funny ads - but not always for the right reasons

34. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Gross Ratings Points (GRPs)
Aided Recall
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Full-Service Agency

35. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Market research
Buyer Turnover
Theater Tests

36. Advertisements that tell people what a product is - what it can do - and where it can be found.
Transit Advertising
Pioneering
Utility
audience - ad message itself - communications media - and the product concept

37. What are the types of subheads?
Classified Advertising
Forgetting Rate
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
kickers - boldface and italics

38. Offers the return of money based on proof of purchase.
Pioneering Institutional
Rating
Rebates
Purchase Frequency

39. Persuade the customer
Sales Tests
Product Advertisements
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
Clearance advertising (a special form of sale advertising)

40. Information gathered about a particular market or market segment
Market research
CPM-TM
Purposes of Marketing research
Attitudes

41. Allow the audience to participate actively & immediately
Direct Mail Advertising
Recency planning
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
Digital Interactive Media

42. Common Advertising Appeals
Integrated Marketing Communications
Marketing research
kickers - boldface and italics
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

43. The average number of times a person in the target audience is exposed to an ad.
Frequency
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Frequency
Permission-Based Advertising

44. Refers to the total number of different people or households exposed - at least once - to a medium in a certain amount of time - and effective reach is the quality of that exposure
Opinion leaders
Reach
Institutional Advertisements
Continuous (Steady) Schedule

45. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
creating a picture of the concept they want to convey
Pioneering Institutional
CPM
Direct Mail Advertising

46. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Cost per Thousand (CPM)
Horizontal cooperative advertising
Participants in the marketing process
Cooperative Advertising

47. Visualization/conceptualization
Trade-Oriented Sales Promotions (Trade Promotions)
BDI (Brand development index)
creating a picture of the concept they want to convey
Perception

48. Stages of ad development
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Case Allowance
Vertical cooperative advertising
Rating

49. Form - task - possession - time - place utility
Transit Advertising
Functional needs
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

50. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Publicity Tools
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Lead in paragraphs - interior paragraphs - trial close - and close
Nonpersonal influences on consumer behavior