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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. Time - place of sale - environment
Theater Tests
Message development - You must create a message that gets into the minds of the consumer and target audience
Sales Tests
Nonpersonal influences on consumer behavior

2. Forms of Institutional Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Continuous (Steady) Schedule
Competitive
CPM-TM

3. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Segmenting
Brand loyalty
Trade-Oriented Sales Promotions (Trade Promotions)

4. Some methods for scheduling media
BDI (Brand development index)
Reference groups
Functions of Marketing research
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

5. The cost of reaching 1 - 000 individuals or households with the advertising message.
Negatively originated (informational) motives
Cost per Thousand (CPM)
BDI (Brand development index)
Positively originated (transformational) motives

6. 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.
Lead in paragraphs - interior paragraphs - trial close - and close
Ad research
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)
Attitude Tests

7. The greater size of an ad illustration...
the more audience attention
Frequently use the word 'you'
Functions of Marketing research
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

8. The more frequently a product is purchased - the less repetition is required.
Institutional Advertising
Purchase Frequency
Permission-Based Advertising
Ones with fewer words

9. 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.
Pulse (Burst) Schedule
Coupons
Pretests
Maslow's hierarchy of needs theory of motivation based on unmet human needs

10. Types of Advertisements
Place-Based Media
1. Product Advertisements 2. Institutional Advertisements
Flighting (Intermittent) Schedule
Trade-Oriented Sales Promotions (Trade Promotions)

11. They use Retail Advertising because retail stores account for so much of the market
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
Local Advertisers
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
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

12. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Horizontal cooperative advertising
Competitive
Coupons
Institutional Advertisements

13. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Brand loyalty
CB - The Consumer Decision Process
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Transit Advertising

14. What are the function of headlines?
Perception
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
Exchange
Place-Based Media

15. What are the positives to newspapers as a form of mass media?
Full-Service Agency
Post-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

16. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Merchandise Allowance
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
Cost per Thousand (CPM)
Publicity Tools

17. What kinds of ads resonate more?
Reach
Ones with fewer words
Purposes of Marketing research
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

18. 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
In-House Agencies
cognitive dissonance
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Reference groups

19. Merchandise offered free or at a significant discount.
Brand loyalty
Premiums
Interpersonal influences on consumer behavior
Inquiry Tests

20. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Functional needs
the more audience attention
Transit Advertising (Bus - taxi - and subway advertising)
Classified Advertising

21. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Inquiry Tests
Direct Mail Advertising
Contests
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

22. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising
Product Advertisements
Direct Mail Advertising
CPM-TM

23. Made up of the company's own advertising staff. They may provide full services or limited services.
Reminder Institutional
Sales Tests
In-House Agencies
Maslow's hierarchy of needs theory of motivation based on unmet human needs

24. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Contests
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Marketing research
Participants in the marketing process

25. Joining together in a consistent manner everything that communicates with customers
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
Integrated Marketing Communications
Outdoor Advertising (Billboard)

26. 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)
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
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Classified 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

27. Approaches to Post-Testing
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. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Recency planning
Brand loyalty

28. Advertising used to reinforce previous knowledge of a product.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Brand interest
STP Marketing (Segmenting - Targeting - Positioning)
Reminder

29. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
STP Marketing (Segmenting - Targeting - Positioning)
Product Placement

30. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Consumer-Oriented Sales Promotions (Consumer Promotions)
1. Product Advertisements 2. Institutional Advertisements
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Competitive Institutional

31. What are the principles of design?
Local Advertisers
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
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Buyer Turnover

32. 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.
Functions of Marketing research
creating a picture of the concept they want to convey
Inquiry Tests
Lead in paragraphs - interior paragraphs - trial close - and close

33. 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
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
Positively originated (transformational) motives
the more audience attention

34. Form - task - possession - time - place utility
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Functional needs
Rating
CB - The Consumer Decision Process

35. Advertisements focused on selling a product or service
Pretests
Institutional Advertising
Product Advertisements
Post-Tests

36. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Pioneering
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

37. Transform consumption experience
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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
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
Opinion leaders

38. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Jury Tests
Vertical cooperative advertising
Institutional Advertising

39. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Sales Advertising
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
Media vehicle
Gross Ratings Points (GRPs)

40. Recruit new customers - retain current customers - and regain lost customers
Positively originated (transformational) motives
Sales Advertising
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
Purposes of Marketing research

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

42. Gross rating points =
Reachxfrequency
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Institutional Advertisements
Market research

43. Reach (% of total market) x Frequency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Reachxfrequency
Digital Interactive Media
Gross Ratings Points (GRPs)

44. Markets are segmented - products are positioned
CB - The Consumer Decision Process
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)
Segmenting
Buyer Turnover

45. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pioneering
Full-Service Agency
Brand loyalty
Foreign Media

46. Interactive online advertising.
Rich Media
Recency planning
Frequency
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate

47. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Pioneering Institutional
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Aided Recall
Opinion leaders

48. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
Reach
Frequency
Reach

49. Three Common Discounts and Allowances
Clearance advertising (a special form of sale advertising)
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Utility

50. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Pioneering Institutional
Gross Ratings Points (GRPs)
Positively originated (transformational) motives