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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. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Flighting (Intermittent) Schedule
Publicity Tools
Consumer-Oriented Sales Promotions (Consumer Promotions)
Digital Interactive Media

2. Allow the audience to participate actively & immediately
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Contests
Digital Interactive Media
Participants in the marketing process

3. The greater size of an ad illustration...
Opinion leaders
the more audience attention
Consumer-Oriented Sales Promotions (Consumer Promotions)
Continuity

4. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Finance Allowance
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
International Media
Opinion leaders

5. 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
Reminder Institutional
Attitude Tests
Positively originated (transformational) motives
Frequency

6. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Comparative
Buyer Turnover
Reference groups
Brand loyalty

7. Joining together in a consistent manner everything that communicates with customers
Integrated Marketing Communications
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
Rating
Interpersonal influences on consumer behavior

8. Recruit new customers - retain current customers - and regain lost customers
Participants in the marketing process
Digital Interactive Media
Purposes of Marketing research
Samples

9. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
thumbnails - roughs - dummies - comprehensives (elaborate draft)
International Media
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
Post-Tests

10. How often new buyers enter the market to buy the product.
creating a picture of the concept they want to convey
CPM-TM
Segmenting
Buyer Turnover

11. 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)
Frequently use the word 'you'
Merchandise Allowance
Horizontal cooperative advertising

12. The cost of reaching 1 - 000 individuals or households with the advertising message.
Competitive
Cost per Thousand (CPM)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Continuous (Steady) Schedule

13. 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.
Limited-Service Agency
Frequency
Print Media
Maslow's hierarchy of needs theory of motivation based on unmet human needs

14. Visualization/conceptualization
creating a picture of the concept they want to convey
Brand loyalty
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Vertical cooperative advertising

15. Informs consumers about services or merchandise offered at regular prices
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Point-of-Purchase Displays
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
Regular price-line advertising

16. Promote brand recall
International Media
Message development - You must create a message that gets into the minds of the consumer and target audience
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
kickers - boldface and italics

17. Situate the brand socially
Outdoor Advertising (Billboard)
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
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
Reach

18. 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
Rating
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Rossiter & Percy's Fundamental Motives

19. Stages of ad development
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Samples
Perception
Reminder

20. Influencing the brand choice of consumers who are 'ready to buy'
STP Marketing (Segmenting - Targeting - Positioning)
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)
Recency planning
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

21. What are the types of Formatting the Body Copy?
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
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
Lead in paragraphs - interior paragraphs - trial close - and close
Product Advertising

22. Offers the return of money based on proof of purchase.
Interpersonal influences on consumer behavior
Rebates
CPM-TM
Purchase Frequency

23. Gross rating points =
Rating
Reachxfrequency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Theater Tests

24. 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.
Rossiter & Percy's Fundamental Motives
Aided Recall
Market research
Perception

25. The more frequently a product is purchased - the less repetition is required.
Place-Based Media
Reach
Purchase Frequency
Institutional Advertisements

26. Merchandise offered free or at a significant discount.
Positively originated (transformational) motives
Premiums
CPM
Portfolio Tests

27. Information gathered about a particular market or market segment
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Market research
Local Advertisers
Limited-Service Agency

28. 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
Loyalty Programs
Frequency
the more audience attention

29. Where is the advertising and brand battle won or lost?
Message development - You must create a message that gets into the minds of the consumer and target audience
1. Product Advertisements 2. Institutional Advertisements
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Finance Allowance

30. Persuade the customer
Local Advertisers
Brand interest
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
Sales Advertising

31. Reach (% of total market) x Frequency
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
Gross Ratings Points (GRPs)
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)
Aided Recall

32. Three Common Discounts and Allowances
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Opinion leaders
Buyer Turnover
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

33. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
Finance Allowance
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Cooperative Advertising

34. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Loyalty Programs
Consumer-Oriented Sales Promotions (Consumer Promotions)
Media class
Allowances and Discounts

35. Advertising that promotes a specific brand's features and benefits.
Competitive
Ones with fewer words
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Product Placement

36. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Purposes of Marketing research
Contests
Premiums
Flighting (Intermittent) Schedule

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

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38. They use Retail Advertising because retail stores account for so much of the market
Direct Mail Advertising
Reachxfrequency
Local Advertisers
Theater Tests

39. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
kickers - boldface and italics
Contests
Cooperative
cognitive dissonance

40. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Reference groups
Permission-Based Advertising
creating a picture of the concept they want to convey
Institutional Advertisements

41. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Point-of-Purchase Displays
Merchandise Allowance
Sweepstakes
Cost per Thousand (CPM)

42. What are the function of headlines?
Regular price-line advertising
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
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
Reference groups

43. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
kickers - boldface and italics
Classified Advertising
Media vehicle

44. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Direct Mail Advertising
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
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
Cooperative

45. Define the brand image
Institutional Advertising
Point-of-Purchase Displays
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

46. Content advertising
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. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Interpersonal influences on consumer behavior
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

47. 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
Pretests
Direct Mail Advertising
Horizontal cooperative advertising
Reminder Institutional

48. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Inquiry Tests
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

49. Some methods for scheduling media
Aided Recall
Perception
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
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

50. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising
Pioneering
Media class
Local Advertisers