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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. Common Advertising Appeals
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
Reachxfrequency
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
1. Product Advertisements 2. Institutional Advertisements

2. Ads that simply bring the company's name to the attention of its target market again.
Theater Tests
Reminder Institutional
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

3. The number of different people or households exposed to an ad.
Reach
Full-Service Agency
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
Message development - You must create a message that gets into the minds of the consumer and target audience

4. The percentage of households in a market that are tuned to a particular TV/radio show.
Positively originated (transformational) motives
Attitude Tests
Point-of-Purchase Displays
Rating

5. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Frequency
Aided Recall
Pulse (Burst) Schedule
Comparative

6. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Portfolio Tests
Point-of-Purchase Displays
Trade-Oriented Sales Promotions (Trade Promotions)
Message development - You must create a message that gets into the minds of the consumer and target audience

7. Where viewers agree to watch a commercial online in exchange for points - samples - or access to premium content - and advertisers only pay for completed views.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Rebates
Allowances and Discounts
Permission-Based Advertising

8. The average number of times a person in the target audience is exposed to an ad.
Frequency
Case Allowance
Vertical cooperative advertising
Marketing research

9. Is our acquired mental position regarding some idea or object
Attitudes
Positively originated (transformational) motives
Rating
Pioneering

10. Placing items on sale and offering two-for-one specials of other deals
Unaided Recall
Product Advertisements
Sales Advertising
BDI (Brand development index)

11. Some methods for scheduling media
Electronic Media
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Integrated Marketing Communications

12. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.

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13. Consumer needs - product development - assess effectiveness - financial planning and quality control
Reach
Functions of Marketing research
International Media
Rich Media

14. Promote brand recall
Rating
Institutional Advertising
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Sweepstakes

15. The moment someone recognizes a need or want that might be satisfied by. 1.Need Recognition 2.Search Information and Alternative Evaluation 3. Purchase 4.Post-purchase use and evaluation
CB - The Consumer Decision Process
Premiums
Reference groups
Institutional Advertisements

16. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Theater Tests
Functions of Marketing research
Sales Tests
Exchange

17. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Cost per Thousand (CPM)
CB - The Consumer Decision Process
Finance Allowance
Consumer-Oriented Sales Promotions (Consumer Promotions)

18. Persuade the customer
Advocacy
kickers - boldface and italics
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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

19. Ads on the interior and exterior of busses - subways - and taxis.
Contests
Ones with fewer words
Transit Advertising
funny ads - but not always for the right reasons

20. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Opinion leaders
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Consumer-Oriented Sales Promotions (Consumer Promotions)
1. Product Advertisements 2. Institutional Advertisements

21. Three Approaches to Setting Advertising Schedules
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
CB - The Consumer Decision Process
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
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

22. Forms of Institutional Advertisements
Reach
Inquiry Tests
Frequency
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

23. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Allowances and Discounts
Point-of-Purchase Displays
CPM
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

24. Content advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Cooperative Advertising
Brand interest

25. Advertising used to reinforce previous knowledge of a product.
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
Rossiter & Percy's Fundamental Motives
Pulse (Burst) Schedule
Reminder

26. Changing behavior by inducing anxiety
Cooperative
Allowances and Discounts
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
Market research

27. 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.
Purposes of Marketing research
Inquiry Tests
Interpersonal influences on consumer behavior
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

28. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
Flighting (Intermittent) Schedule
the more audience attention
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

29. What are the types of headlines?
funny ads - but not always for the right reasons
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Ones with fewer words
CPM

30. The cost of reaching 1 - 000 individuals or households with the advertising message.
Opinion leaders
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
Foreign Media
Cost per Thousand (CPM)

31. 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'
Exchange
Frequency
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Rebates

32. Advertisements focused on selling a product or service
Reminder
Cost per Thousand (CPM)
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Product Advertisements

33. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Foreign Media
Competitive
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
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

34. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Local Advertisers
Cooperative
funny ads - but not always for the right reasons
Clearance advertising (a special form of sale advertising)

35. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Electronic Media
Rating
Institutional Advertising
Reach

36. Reach (% of total market) x Frequency
Gross Ratings Points (GRPs)
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
Nonpersonal influences on consumer behavior
Institutional Advertising

37. Made up of the company's own advertising staff. They may provide full services or limited services.
Portfolio Tests
Print Media
In-House Agencies
Place-Based Media

38. Link key attributes to the brand name
Utility
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
Rich Media
Exchange

39. 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
Clearance advertising (a special form of sale advertising)
Inquiry Tests
Rating
the more audience attention

40. Sales promotions that require participants to submit some kind of entry but are purely games of chance requiring no analytical or creative effort by the consumer.
Sweepstakes
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Product Advertising
CPM-TM

41. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
Recency planning
Interpersonal influences on consumer behavior
Reach

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

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43. The greater size of an ad illustration...
Perception
the more audience attention
STP Marketing (Segmenting - Targeting - Positioning)
Competitive Institutional

44. Merchandise offered free or at a significant discount.
Brand loyalty
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Forgetting Rate
Premiums

45. 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.
Forgetting Rate
Digital Interactive Media
Competitive Institutional
Functional needs

46. Cost of media buy/targeted audienceX1 - 000
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
CPM-TM
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
thumbnails - roughs - dummies - comprehensives (elaborate draft)

47. Gathering - recording - and analyzing new information to help managers make marketing decisions
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
Marketing research
Pretests
Product Advertisements

48. What are the kinds of copy you can have in an ad?
Local Advertisers
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Transit Advertising

49. Interactive online advertising.
Transit Advertising (Bus - taxi - and subway advertising)
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Rich Media
Frequency

50. The speed which buyers forget the brand if advertising is not seen.
Forgetting Rate
Rating
Institutional Advertisements
Local Advertisers