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. Interactive online advertising.
Ones with fewer words
Maslow's hierarchy of needs theory of motivation based on unmet human needs
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
Rich Media

2. What are the types of subheads?
Institutional Advertisements
Local Advertisers
kickers - boldface and italics
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

3. Is an individual's openness or curiosity about a brand
Advocacy
Inquiry Tests
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Brand interest

4. What kind of ads are most often remembered?
funny ads - but not always for the right reasons
Reachxfrequency
Rebates
Samples

5. 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.
Attitude Tests
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Coupons
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)

6. The average number of times a person in the target audience is exposed to an ad.
Frequency
Lead in paragraphs - interior paragraphs - trial close - and close
Purposes of Marketing research
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

7. Time - place of sale - environment
Nonpersonal influences on consumer behavior
cognitive dissonance
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Local Advertisers

8. Link key attributes to the brand name
Coupons
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: 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
Reach

9. Broad category of media - such as television - radio or newspaper
CB - The Consumer Decision Process
Interpersonal influences on consumer behavior
Inquiry Tests
Media class

10. 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)
Media vehicle
Reach
Classified Advertising
Market research

11. Where is the advertising and brand battle won or lost?
Marketing research
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Frequency
Message development - You must create a message that gets into the minds of the consumer and target audience

12. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Merchandise Allowance
CB - The Consumer Decision Process
Sweepstakes
Frequency

13. Family - society - reference groups - opinion leaders
Full-Service Agency
Post-Tests
Point-of-Purchase Displays
Interpersonal influences on consumer behavior

14. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Forgetting Rate
Consumer-Oriented Sales Promotions (Consumer Promotions)
audience - ad message itself - communications media - and the product concept
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

15. Transform consumption experience
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Comparative
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
Reminder

16. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
STP Marketing (Segmenting - Targeting - Positioning)
Aided Recall
Direct Mail Advertising
Functions of Marketing research

17. The percentage of households in a market that are tuned to a particular TV/radio show.
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
the more audience attention
Rating
Functional needs

18. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Point-of-Purchase Displays
Horizontal cooperative advertising
Pulse (Burst) Schedule
Continuity

19. Offers the return of money based on proof of purchase.
Reminder Institutional
Rebates
International Media
Pioneering Institutional

20. Party Responsible for Carrying Out Advertising Program
Product Placement
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

21. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Reachxfrequency
Horizontal cooperative advertising
International Media
Attitudes

22. Ads that simply bring the company's name to the attention of its target market again.
Product Advertisements
Reminder Institutional
Flighting (Intermittent) Schedule
Institutional Advertisements

23. The number of different people or households exposed to an ad.
Publicity Tools
Post-Tests
Reach
Samples

24. What are the positives to newspapers as a form of mass media?
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Print Media
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
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now

25. What are the types of headlines?
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Reach
Publicity Tools
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

26. Indicates the sales potential of a particular brand in a specific market area = percent of the brand's total U.S sales in the area/Percent of total U.S population in the areaX100
BDI (Brand development index)
Pioneering Institutional
Rating
Classified Advertising

27. Changing behavior by inducing anxiety
Cooperative
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
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
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

28. Promotes a specific product or service and stimulates short term action while building awareness of the business
Sales Tests
Publicity Tools
Product Advertising
Brand loyalty

29. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Theater Tests
Jury Tests
Rating
Deals

30. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Consumer-Oriented Sales Promotions (Consumer Promotions)
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: 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
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

31. 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.
Cooperative
Lead in paragraphs - interior paragraphs - trial close - and close
Inquiry Tests
Outdoor Advertising (Billboard)

32. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
CPM-TM
Product Placement
Inquiry Tests
creating a picture of the concept they want to convey

33. Visualization/conceptualization
Trade-Oriented Sales Promotions (Trade Promotions)
creating a picture of the concept they want to convey
Regular price-line advertising
Aided Recall

34. Tests used to test ad alternatives.
Portfolio Tests
cognitive dissonance
funny ads - but not always for the right reasons
Digital Interactive Media

35. Scare the consumer into action
Reminder Institutional
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)
Participants in the marketing process
the more audience attention

36. Gross rating points =
Regular price-line advertising
Lead in paragraphs - interior paragraphs - trial close - and close
Foreign Media
Reachxfrequency

37. Form - task - possession - time - place utility
the more audience attention
In-House Agencies
Ones with fewer words
Functional needs

38. Gathering - recording - and analyzing new information to help managers make marketing decisions
Frequently use the word 'you'
Marketing research
Pioneering Institutional
Product Advertising

39. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
creating a picture of the concept they want to convey
Foreign Media
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

40. Advertising that promotes a specific brand's features and benefits.
Competitive
Buyer Turnover
funny ads - but not always for the right reasons
Product Advertising

41. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Portfolio Tests
Cooperative Advertising
Transit Advertising (Bus - taxi - and subway advertising)
the more audience attention

42. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Perception
Premiums
STP Marketing (Segmenting - Targeting - Positioning)
Ad research

43. The most common energizers of consumer behavior - such as a problem removal or problem avoidance. The consumer actively seeks information to reduce the mental state
Aided Recall
Negatively originated (informational) motives
Premiums
Exchange

44. Types of Publicity Tools
Coupons
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Sweepstakes
Media vehicle

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

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

46. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Attitude Tests
Continuous (Steady) Schedule
Place-Based Media
Contests

47. Made up of the company's own advertising staff. They may provide full services or limited services.
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
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
In-House Agencies
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

48. 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
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Direct Mail Advertising
cognitive dissonance
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

49. Of radio & tv used to be called broadcast media; but with advent of cable TV - many programs are now transmitted electronically though wires rather than broadcast through the air
Electronic Media
Permission-Based Advertising
Reference groups
Negatively originated (informational) motives

50. 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