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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. Elements of an advertising message
audience - ad message itself - communications media - and the product concept
Flighting (Intermittent) Schedule
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
Gross Ratings Points (GRPs)

2. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Publicity Tools
International Media
Consumer-Oriented Sales Promotions (Consumer Promotions)

3. Value of Promotion
Rossiter & Percy's Fundamental Motives
Vertical cooperative advertising
Attitude Tests
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

4. Family - society - reference groups - opinion leaders
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Interpersonal influences on consumer behavior
Functions of Marketing research

5. What are the kinds of copy you can have in an ad?
Cooperative
Exchange
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Coupons

6. Is an individual's openness or curiosity about a brand
Deals
Nonpersonal influences on consumer behavior
Regular price-line advertising
Brand interest

7. Ads on the interior and exterior of busses - subways - and taxis.
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Exchange
Cost per Thousand (CPM)
Transit Advertising

8. Ads that simply bring the company's name to the attention of its target market again.
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Recency planning
Reminder Institutional

9. Gross rating points =
Reachxfrequency
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
CPM

10. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Flighting (Intermittent) Schedule
Pioneering
Reach
Institutional Advertising

11. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Print Media
Reachxfrequency
Place-Based Media
Reach

12. What are the function of headlines?
Habits
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
Continuous (Steady) Schedule

13. Advertisements focused on selling a product or service
Product Advertisements
Purposes of Marketing research
Theater Tests
Finance Allowance

14. Allow the audience to participate actively & immediately
Digital Interactive Media
STP Marketing (Segmenting - Targeting - Positioning)
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Unaided Recall

15. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Institutional Advertisements
International Media
Portfolio Tests

16. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Portfolio Tests
Horizontal cooperative advertising
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

17. Tests used to test ad alternatives.
Portfolio Tests
Theater Tests
Horizontal cooperative advertising
Segmenting

18. The average number of times a person in the target audience is exposed to an ad.
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Frequency
BDI (Brand development index)
Horizontal cooperative advertising

19. 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.
Place-Based Media
Attitude Tests
Product Advertisements
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate

20. Is the products ability to satisfy both functional needs & symbolic wants
Utility
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Regular price-line advertising
Inquiry Tests

21. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Trade-Oriented Sales Promotions (Trade Promotions)
Case Allowance
Print Media
1. Product Advertisements 2. Institutional Advertisements

22. Types of Advertisements
1. Product Advertisements 2. Institutional Advertisements
Interpersonal influences on consumer behavior
Institutional Advertising
Jury Tests

23. Forms of Product Advertising
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Attitudes
Direct Mail Advertising

24. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Market research
Participants in the marketing process
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
thumbnails - roughs - dummies - comprehensives (elaborate draft)

25. Scare the consumer into action
Consumer-Oriented Sales Promotions (Consumer Promotions)
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)
Frequently use the word 'you'
Regular price-line advertising

26. Form - task - possession - time - place utility
Functional needs
Buyer Turnover
Brand interest
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

27. Three Common Discounts and Allowances
Post-Tests
Sales Advertising
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

28. Changing behavior by inducing anxiety
Coupons
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
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

29. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Exchange
Theater Tests
Inquiry Tests
audience - ad message itself - communications media - and the product concept

30. Factors of Scheduling Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
CPM-TM
Pioneering Institutional
Frequently use the word 'you'

31. Situate the brand socially
International Media
Loyalty Programs
Direct Mail 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

32. The cost of reaching 1 - 000 individuals or households with the advertising message.
Flighting (Intermittent) Schedule
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
Cost per Thousand (CPM)
Local Advertisers

33. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Regular price-line advertising
Purposes of Marketing research
CPM
Media class

34. What are the types of Formatting the Body Copy?
kickers - boldface and italics
Reminder 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
Lead in paragraphs - interior paragraphs - trial close - and close

35. What are the standard subjects for ad visuals?
Negatively originated (informational) motives
Attitudes
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
Premiums

36. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Permission-Based Advertising
Direct Mail Advertising
audience - ad message itself - communications media - and the product concept
Portfolio Tests

37. What kind of ads are most often remembered?
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Message development - You must create a message that gets into the minds of the consumer and target audience
Exchange
funny ads - but not always for the right reasons

38. 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
Sounds that are familiar
Coupons
Loyalty Programs

39. Offers the return of money based on proof of purchase.
Local Advertisers
Rebates
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Full-Service Agency

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

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41. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Aided Recall
Consumer-Oriented Sales Promotions (Consumer Promotions)
Regular price-line advertising
Negatively originated (informational) motives

42. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuous (Steady) Schedule
CB - The Consumer Decision Process
cognitive dissonance
Interpersonal influences on consumer behavior

43. The speed which buyers forget the brand if advertising is not seen.
Forgetting Rate
Clearance advertising (a special form of sale advertising)
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Sounds that are familiar

44. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Trade-Oriented Sales Promotions (Trade Promotions)
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
Vertical cooperative advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)

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

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46. Reach (% of total market) x Frequency
Brand loyalty
Gross Ratings Points (GRPs)
Continuity
Negatively originated (informational) motives

47. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Trade-Oriented Sales Promotions (Trade Promotions)
Electronic Media
Media class
Case Allowance

48. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Participants in the marketing process
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Allowances and Discounts
Local Advertisers

49. Stages of ad development
In-House Agencies
thumbnails - roughs - dummies - comprehensives (elaborate draft)
International Media
Allowances and Discounts

50. Ads that state the position of a company on an issue.
Buyer Turnover
Nonpersonal influences on consumer behavior
Advocacy
Brand loyalty