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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. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Product Placement
Functions of Marketing research
Message development - You must create a message that gets into the minds of the consumer and target audience
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

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

3. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Rebates
Finance Allowance
CB - The Consumer Decision Process
Flighting (Intermittent) Schedule

4. Affective Association

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5. Elements of an advertising message
Reminder Institutional
audience - ad message itself - communications media - and the product concept
Brand interest
Sales Advertising

6. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
Inquiry Tests
Frequently use the word 'you'
Forgetting Rate

7. 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
Product Advertising
Flighting (Intermittent) Schedule
Product Placement

8. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
International Media
Limited-Service Agency

9. 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.
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Transit Advertising (Bus - taxi - and subway advertising)
Inquiry Tests
In-House Agencies

10. Forms of Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Media vehicle
Regular price-line advertising

11. How often new buyers enter the market to buy the product.
Portfolio Tests
BDI (Brand development index)
Buyer Turnover
Reminder Institutional

12. Markets are segmented - products are positioned
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Vertical cooperative advertising
Nonpersonal influences on consumer behavior
Segmenting

13. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
International Media
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Purposes of Marketing research

14. Ads that state the position of a company on an issue.
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Advocacy
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

15. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Advocacy
Purposes of Marketing research
Allowances and Discounts
Media vehicle

16. The feelings of doubt and concern after a purchase is made. dissonance increases when: (1) the purchase price is high (2) there are many close alternatives (3) the item is intangible (4) the purchase is important (5) the item purchased lasts a long
Competitive
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Attitudes
cognitive dissonance

17. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Gross Ratings Points (GRPs)
funny ads - but not always for the right reasons
CPM
Publicity Tools

18. Reach (% of total market) x Frequency
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Gross Ratings Points (GRPs)
Sounds that are familiar
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

19. A discount on each case ordered during a specific time period.
STP Marketing (Segmenting - Targeting - Positioning)
Samples
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Case Allowance

20. The average number of times a person in the target audience is exposed to an ad.
Competitive
Pulse (Burst) Schedule
Frequency
Trade-Oriented Sales Promotions (Trade Promotions)

21. Joining together in a consistent manner everything that communicates with customers
Integrated Marketing Communications
Sounds that are familiar
Product Advertising
Clearance advertising (a special form of sale advertising)

22. Gross rating points =
Contests
Post-Tests
Outdoor Advertising (Billboard)
Reachxfrequency

23. The cost of reaching 1 - 000 individuals or households with the advertising message.
Frequently use the word 'you'
Cost per Thousand (CPM)
Local Advertisers
Full-Service Agency

24. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Pretests
Digital Interactive Media
cognitive dissonance
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

25. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pioneering
Gross Ratings Points (GRPs)
Limited-Service Agency
Publicity Tools

26. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Merchandise Allowance
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)
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
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

27. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
Jury Tests
Exchange
CPM-TM

28. Visualization/conceptualization
creating a picture of the concept they want to convey
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

29. What are the kinds of copy you can have in an ad?
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
Attitude Tests
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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

30. What do the most effective radio commercials use?
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Purposes of Marketing 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
Sounds that are familiar

31. Is the products ability to satisfy both functional needs & symbolic wants
International Media
audience - ad message itself - communications media - and the product concept
Utility
Aided Recall

32. 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.
Continuity
creating a picture of the concept they want to convey
Unaided Recall
1. Product Advertisements 2. Institutional Advertisements

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

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34. 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.
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
BDI (Brand development index)
STP Marketing (Segmenting - Targeting - Positioning)
Pretests

35. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Ad research
Case Allowance
International Media
Transit Advertising

36. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Opinion leaders
Loyalty Programs
Cooperative
Reminder Institutional

37. Ads in magazines can be strategically placed in these places...
Pulse (Burst) Schedule
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Rich Media
Reminder

38. Factors of Scheduling Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Frequently use the word 'you'
Ad research
Contests

39. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Sales Tests
Rich Media
Full-Service Agency
Theater Tests

40. 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
Competitive
Horizontal cooperative advertising
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
Digital Interactive Media

41. Approaches to Post-Testing
creating a picture of the concept they want to convey
Electronic Media
Frequency
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

42. Types of audience resonance

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43. What does the layout of an ad consist of?
Theater Tests
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Ad research

44. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
funny ads - but not always for the right reasons
Contests
cognitive dissonance
Publicity Tools

45. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Reminder
Product Placement
Point-of-Purchase Displays
Trade-Oriented Sales Promotions (Trade Promotions)

46. Advertising showing one brand's strengths relative to its competitors.
Advocacy
Rating
Comparative
Integrated Marketing Communications

47. Allow the audience to participate actively & immediately
Loyalty Programs
Jury Tests
Digital Interactive Media
Clearance advertising (a special form of sale advertising)

48. What are the principles of design?
Unaided Recall
Functions of Marketing research
Electronic 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

49. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
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
Institutional Advertisements
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Exchange

50. 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
Transit Advertising
Frequency
Perception