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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. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Regular price-line 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)
Outdoor Advertising (Billboard)
Positively originated (transformational) motives

2. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Sales Tests
Cooperative Advertising
Loyalty Programs
In-House Agencies

3. Broad category of media - such as television - radio or newspaper
Media class
Cooperative Advertising
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
Consumer-Oriented Sales Promotions (Consumer Promotions)

4. Influencing the brand choice of consumers who are 'ready to buy'
Positively originated (transformational) motives
Recency planning
Theater Tests
Outdoor Advertising (Billboard)

5. Ads that state the position of a company on an issue.
audience - ad message itself - communications media - and the product concept
Ad research
Advocacy
Vertical cooperative advertising

6. What are the standard subjects for ad visuals?
kickers - boldface and italics
Media class
CPM
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

7. Approaches to Post-Testing
Frequency
Premiums
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Flighting (Intermittent) Schedule

8. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Continuous (Steady) Schedule
Purposes of Marketing research

9. Affective Association

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

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11. Promote brand recall
Sales Advertising
Aided Recall
Rating
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

12. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Theater 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
Gross Ratings Points (GRPs)
Place-Based Media

13. 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.
International Media
Purchase Frequency
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Jury Tests

14. Interactive online advertising.
Theater Tests
Rich Media
Institutional Advertisements
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder

15. 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
Flighting (Intermittent) Schedule
Exchange
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)

16. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Ad research
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
BDI (Brand development index)
Opinion leaders

17. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Rating
Utility
1. Product Advertisements 2. Institutional Advertisements

18. Is an individual's openness or curiosity about a brand
International Media
Consumer-Oriented Sales Promotions (Consumer Promotions)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Brand interest

19. 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
Direct Mail Advertising
Pretests
Purchase Frequency

20. Placing items on sale and offering two-for-one specials of other deals
Sales Advertising
Sounds that are familiar
CPM-TM
Reminder

21. Persuade the customer
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Continuous (Steady) Schedule
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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

22. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Habits
Vertical cooperative advertising
Publicity Tools
Frequently use the word 'you'

23. Is our acquired mental position regarding some idea or object
Portfolio Tests
Ones with fewer words
Attitudes
Frequently use the word 'you'

24. Advertising used to reinforce previous knowledge of a product.
creating a picture of the concept they want to convey
Reminder
Horizontal cooperative 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

25. Elements of an advertising message
Transit Advertising
audience - ad message itself - communications media - and the product concept
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Rating

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

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27. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Coupons
Loyalty Programs
Cooperative

28. Where is the advertising and brand battle won or lost?
Competitive Institutional
Message development - You must create a message that gets into the minds of the consumer and target audience
Recency planning
Functions of Marketing research

29. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
CPM-TM
CPM
BDI (Brand development index)
Deals

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

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31. Three Common Discounts and Allowances
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
STP Marketing (Segmenting - Targeting - Positioning)
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
Continuity

32. Advertisements focused on selling a product or service
Product Advertisements
Market research
Point-of-Purchase Displays
Direct Mail Advertising

33. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
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
Continuous (Steady) Schedule
Local Advertisers
Cooperative

34. Forms of Institutional Advertisements
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Message development - You must create a message that gets into the minds of the consumer and target audience
Media class

35. Informs consumers about services or merchandise offered at regular prices
Product Placement
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Product Advertisements
Regular price-line advertising

36. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Deals
Inquiry Tests
Media vehicle
Clearance advertising (a special form of sale advertising)

37. Markets are segmented - products are positioned
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Limited-Service Agency
Segmenting
Positively originated (transformational) motives

38. Visualization/conceptualization
Product Placement
creating a picture of the concept they want to convey
Market research
Frequency

39. Allow the audience to participate actively & immediately
Digital Interactive Media
Gross Ratings Points (GRPs)
Classified Advertising
Functional needs

40. 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
Outdoor Advertising (Billboard)
CB - The Consumer Decision Process
Pulse (Burst) Schedule
creating a picture of the concept they want to convey

41. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Print Media
Attitude Tests
Pretests
Point-of-Purchase Displays

42. People we try to emulate or whose approval concerns us
Pioneering
Reference groups
Case Allowance
Print Media

43. What does the layout of an ad consist of?
the more audience attention
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Frequency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

44. Information gathered about a particular market or market segment
Deals
Market research
creating a picture of the concept they want to convey
Brand interest

45. Cost of media buy/targeted audienceX1 - 000
CPM-TM
Cooperative Advertising
Media vehicle
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

46. Value of Promotion
Pioneering Institutional
Sales Tests
Reference groups
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

47. Made up of the company's own advertising staff. They may provide full services or limited services.
Continuity
Print Media
Reminder Institutional
In-House Agencies

48. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
Pioneering Institutional
Point-of-Purchase Displays
Positively originated (transformational) motives

49. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Reminder
Flighting (Intermittent) Schedule
Pretests
Reach

50. Promotes a specific product or service and stimulates short term action while building awareness of the business
Classified Advertising
Product Advertising
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: 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