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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. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
audience - ad message itself - communications media - and the product concept
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
CPM
STP Marketing (Segmenting - Targeting - Positioning)

2. Advertising used to reinforce previous knowledge of a product.
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
Place-Based Media
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Reminder

3. 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.
Pretests
Classified Advertising
funny ads - but not always for the right reasons
Competitive Institutional

4. Respondents are asked questions to measure changes in their attitudes after an ad campaign - such as whether they have a more favorable attitude toward the product advertised.
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
CPM
Transit Advertising (Bus - taxi - and subway advertising)
Attitude Tests

5. 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
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)
Cost per Thousand (CPM)
Outdoor Advertising (Billboard)

6. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
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
Advocacy
Ad research
Foreign Media

7. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Finance Allowance
Continuous (Steady) Schedule
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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

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

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9. The speed which buyers forget the brand if advertising is not seen.
Direct Mail Advertising
kickers - boldface and italics
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
Forgetting Rate

10. Approaches to Post-Testing
Ones with fewer words
Limited-Service Agency
Samples
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

11. Offering the product free or at a greatly reduced price.
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
Coupons
Local Advertisers
Samples

12. Advertising that promotes a specific brand's features and benefits.
Competitive
Negatively originated (informational) motives
Theater Tests
Integrated Marketing Communications

13. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
International Media
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Ad research
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

14. 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
Continuous (Steady) Schedule
Integrated Marketing Communications
Clearance advertising (a special form of sale advertising)
Finance Allowance

15. Types of audience resonance

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16. Forms of Institutional Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Portfolio Tests
Advocacy
Brand interest

17. Joining together in a consistent manner everything that communicates with customers
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Classified Advertising
Integrated Marketing Communications
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now

18. Types of Advertisements
Case Allowance
Direct Mail Advertising
International Media
1. Product Advertisements 2. Institutional Advertisements

19. Broad category of media - such as television - radio or newspaper
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
Media class
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Continuous (Steady) Schedule

20. The average number of times a person in the target audience is exposed to an ad.
Message development - You must create a message that gets into the minds of the consumer and target audience
Frequency
Product Advertisements
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

21. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
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
Outdoor Advertising (Billboard)
Frequently use the word 'you'
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

22. What are the types of headlines?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
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
Aided Recall

23. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Theater Tests
Contests
Print Media
Cost per Thousand (CPM)

24. A discount on each case ordered during a specific time period.
Case Allowance
Rich Media
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Jury Tests

25. Informs consumers about services or merchandise offered at regular prices
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
Vertical cooperative advertising
Regular price-line advertising
Coupons

26. What does the layout of an ad consist of?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Methods: anxiety and social anxiety ads - present clear and present danger - demonstrate that the only way to avoid this social danger is to buy this product - while it is one of the most effective methods - there are often ethical issues
Loyalty Programs
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

27. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Frequently use the word 'you'
Classified Advertising
Transit Advertising (Bus - taxi - and subway advertising)
Point-of-Purchase Displays

28. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
Advocacy
Purchase Frequency

29. Party Responsible for Carrying Out Advertising Program
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Jury Tests
Reach
Cooperative Advertising

30. What do the most effective radio commercials use?
Finance Allowance
Sounds that are familiar
Rossiter & Percy's Fundamental Motives
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

31. Simply the percentage of homes exposed to an advertising media
Frequency
Opinion leaders
Loyalty Programs
Rating

32. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Allowances and Discounts
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Institutional Advertising

33. Forms of Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Attitudes
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

34. Tests used to test ad alternatives.
Full-Service Agency
Positively originated (transformational) motives
Portfolio Tests
Advocacy

35. Ads in magazines can be strategically placed in these places...
Regular price-line advertising
Print Media
bleed pages - inserts - covers - front - inside front - inside back - and outside back
the more audience attention

36. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Purchase Frequency
Forgetting Rate
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
Place-Based Media

37. Factors of Scheduling Advertising
Finance Allowance
Media vehicle
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Rossiter & Percy's Fundamental Motives

38. Is our acquired mental position regarding some idea or object
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
Market research
Pioneering
Attitudes

39. What are the principles of design?
Media vehicle
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Purposes of Marketing research
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

40. Situate the brand socially
Regular price-line advertising
Recency planning
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
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

41. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Cooperative
Premiums
Brand interest

42. 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
Clearance advertising (a special form of sale advertising)
Positively originated (transformational) motives
Negatively originated (informational) motives
Rebates

43. Interactive online advertising.
Rich Media
Competitive
Regular price-line advertising
Merchandise Allowance

44. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
International Media
Functional needs
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

45. 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
Flighting (Intermittent) Schedule
cognitive dissonance
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

46. Common Advertising Appeals
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Case Allowance
In-House Agencies
STP Marketing (Segmenting - Targeting - Positioning)

47. 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.
Interpersonal influences on consumer behavior
Coupons
Inquiry Tests
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

48. Elements of an advertising message
audience - ad message itself - communications media - and the product concept
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Rossiter & Percy's Fundamental Motives
Consumer-Oriented Sales Promotions (Consumer Promotions)

49. Made up of the company's own advertising staff. They may provide full services or limited services.
Rich Media
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
In-House Agencies

50. Advertisements that tell people what a product is - what it can do - and where it can be found.
Reachxfrequency
Classified Advertising
Pioneering
Competitive