Test your basic knowledge |

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. Link key attributes to the brand name
Publicity Tools
Permission-Based Advertising
Pioneering Institutional
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

2. Forms of Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Pulse (Burst) Schedule
Outdoor Advertising (Billboard)
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

3. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
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
Digital Interactive 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
Consumer-Oriented Sales Promotions (Consumer Promotions)

4. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
thumbnails - roughs - dummies - comprehensives (elaborate draft)
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
Pioneering Institutional

5. Advertising showing one brand's strengths relative to its competitors.
funny ads - but not always for the right reasons
Sounds that are familiar
Nonpersonal influences on consumer behavior
Comparative

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

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

7. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Segmenting
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
CPM
Full-Service Agency

8. Three Approaches to Setting Advertising Schedules
Cooperative Advertising
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Inquiry Tests
Perception

9. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
Limited-Service Agency
Nonpersonal influences on consumer behavior
STP Marketing (Segmenting - Targeting - Positioning)

10. 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
Rich Media
STP Marketing (Segmenting - Targeting - Positioning)
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

11. Information gathered about a particular market or market segment
Inquiry Tests
Transit Advertising (Bus - taxi - and subway advertising)
Point-of-Purchase Displays
Market research

12. Offering the product free or at a greatly reduced price.
Pioneering
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Samples
Negatively originated (informational) motives

13. 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'
Frequency
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Brand interest
Perception

14. Reach (% of total market) x Frequency
Ad research
Gross Ratings Points (GRPs)
Sales Advertising
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

15. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Pioneering Institutional
Sweepstakes
Sounds that are familiar
Point-of-Purchase Displays

16. The percentage of households in a market that are tuned to a particular TV/radio show.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Continuity
Rating

17. Ads in magazines can be strategically placed in these places...
Pioneering Institutional
bleed pages - inserts - covers - front - inside front - inside back - and outside back
International Media
CB - The Consumer Decision Process

18. Advertising used to reinforce previous knowledge of a product.
Sales Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Reminder
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

19. How often new buyers enter the market to buy the product.
Unaided Recall
Integrated Marketing Communications
Buyer Turnover
Case Allowance

20. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Pulse (Burst) Schedule
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. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Merchandise Allowance
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Sales Tests
Print Media

22. In the newspaper for many reasons: to locate and recruit new employees - offer services (such as those of an employment agency or business opportunity broker) - or sell or lease merchandise (such as cars - real estate - and office equipment)
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
Aided Recall
Classified Advertising
Maslow's hierarchy of needs theory of motivation based on unmet human needs

23. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Sounds that are familiar
Cooperative
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

24. Addition product information - product samples - or premiums are offered to an ad's readers or viewers. Ads generating the most inquiries are presumed to be the most effective.
Inquiry Tests
kickers - boldface and italics
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Cooperative Advertising

25. Where viewers agree to watch a commercial online in exchange for points - samples - or access to premium content - and advertisers only pay for completed views.
Permission-Based Advertising
Functional needs
Allowances and Discounts
Media class

26. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
creating a picture of the concept they want to convey
Cooperative
Participants in the marketing process
Segmenting

27. 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
Buyer Turnover
Sweepstakes
Institutional Advertisements

28. 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.
Permission-Based Advertising
Digital Interactive Media
Sounds that are familiar
Unaided Recall

29. Advertisements that tell people what a product is - what it can do - and where it can be found.
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
Pioneering
Reach
Attitude Tests

30. Ads that state the position of a company on an issue.
Exchange
Frequency
Advocacy
Rich Media

31. Approaches to Post-Testing
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Negatively originated (informational) motives
bleed pages - inserts - covers - front - inside front - inside back - and outside back

32. The greater size of an ad illustration...
Rebates
Post-Tests
the more audience attention
Allowances and Discounts

33. Transform consumption experience
Ad research
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
Premiums
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

34. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Frequency
Reminder Institutional
Merchandise Allowance
CPM-TM

35. Family - society - reference groups - opinion leaders
Recency planning
Limited-Service Agency
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
Interpersonal influences on consumer behavior

36. Recruit new customers - retain current customers - and regain lost customers
Brand interest
Theater Tests
Purposes of Marketing research
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

37. Types of Publicity Tools
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Frequency
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

38. Offers the return of money based on proof of purchase.
Rebates
Clearance advertising (a special form of sale advertising)
Functions of Marketing research
Frequency

39. What are the types of Formatting the Body Copy?
International Media
Lead in paragraphs - interior paragraphs - trial close - and close
Rebates
funny ads - but not always for the right reasons

40. The speed which buyers forget the brand if advertising is not seen.
Deals
Portfolio Tests
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
Forgetting Rate

41. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Opinion leaders
Premiums
Outdoor Advertising (Billboard)
Cooperative

42. Types of audience resonance

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

43. Informs consumers about services or merchandise offered at regular prices
Regular price-line advertising
Local Advertisers
Pioneering Institutional
Interpersonal influences on consumer behavior

44. 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.
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Direct Mail Advertising
Competitive Institutional
Consumer-Oriented Sales Promotions (Consumer Promotions)

45. Time - place of sale - environment
Premiums
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Electronic Media
Nonpersonal influences on consumer behavior

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

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

47. Form - task - possession - time - place utility
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Functional needs
Media vehicle
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

48. Persuade the customer
Brand loyalty
Product 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
Reminder Institutional

49. Factors of Scheduling Advertising
Publicity Tools
Theater Tests
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Local Advertisers

50. 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
Frequently use the word 'you'
Case Allowance
Cost per Thousand (CPM)