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Advertising

Instructions:

Answer 50 questions in 15 minutes.
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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. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Gross Ratings Points (GRPs)
Consumer-Oriented Sales Promotions (Consumer Promotions)
Direct Mail Advertising
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

2. What are the principles of design?
Deals
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
CB - The Consumer Decision Process

3. Gross rating points =
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
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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Reachxfrequency

4. What does the layout of an ad consist of?
Loyalty Programs
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
STP Marketing (Segmenting - Targeting - Positioning)
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

5. Ads in magazines can be strategically placed in these places...
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
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Buyer Turnover

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

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7. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Foreign Media
Place-Based Media
Continuity

8. Approaches to Post-Testing
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Reach
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Message development - You must create a message that gets into the minds of the consumer and target audience

9. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Advocacy
Finance Allowance
Forgetting Rate
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

10. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Place-Based Media
Flighting (Intermittent) Schedule
Portfolio Tests
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

11. Questions such as "What ads do you remember watching yesterday?" is asked of respondents without any prompting to determine whether they saw or heard advertising messages.
Trade-Oriented Sales Promotions (Trade Promotions)
Unaided Recall
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Point-of-Purchase Displays

12. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Print Media
Pretests
Product Placement

13. Offering the product free or at a greatly reduced price.
Samples
Opinion leaders
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Integrated Marketing Communications

14. Types of audience resonance

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15. What are the types of Formatting the Body Copy?
Post-Tests
Pioneering
Lead in paragraphs - interior paragraphs - trial close - and close
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

16. Changing behavior by inducing anxiety
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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now

17. What kind of ads are most often remembered?
Deals
funny ads - but not always for the right reasons
Trade-Oriented Sales Promotions (Trade Promotions)
Electronic Media

18. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Cooperative
Ad research
Sweepstakes
Rossiter & Percy's Fundamental Motives

19. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Market research
Lead in paragraphs - interior paragraphs - trial close - and close
Institutional Advertising
Continuity

20. The speed which buyers forget the brand if advertising is not seen.
Forgetting Rate
Media class
Rich Media
Ones with fewer words

21. Reach (% of total market) x Frequency
Reach
Gross Ratings Points (GRPs)
Premiums
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

22. Showing the ad copy to a panel of consumers and having them rate how they liked it - how much it drew their attention - and how attractive they thought it was.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Message development - You must create a message that gets into the minds of the consumer and target audience
Jury Tests
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate

23. Interactive online advertising.
Product Advertising
Flighting (Intermittent) Schedule
Recency planning
Rich Media

24. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Post-Tests
Vertical cooperative advertising
CPM
cognitive dissonance

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

26. Influencing the brand choice of consumers who are 'ready to buy'
Rating
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Recency planning
Frequency

27. 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.
funny ads - but not always for the right reasons
Sweepstakes
Reminder
International Media

28. What are the kinds of copy you can have in an ad?
Classified Advertising
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Cost per Thousand (CPM)
Brand loyalty

29. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Functional needs
Message development - You must create a message that gets into the minds of the consumer and target audience
Competitive Institutional
Trade-Oriented Sales Promotions (Trade Promotions)

30. Consumer needs - product development - assess effectiveness - financial planning and quality control
Classified Advertising
Foreign Media
Functions of Marketing research
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

31. Studies such as controlled experiments and consumer purchase tests.
Rossiter & Percy's Fundamental Motives
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Aided Recall
Sales Tests

32. 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.
Inquiry Tests
Direct Mail Advertising
CB - The Consumer Decision Process
Pretests

33. Where is the advertising and brand battle won or lost?
Message development - You must create a message that gets into the minds of the consumer and target audience
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)
STP Marketing (Segmenting - Targeting - Positioning)
Reachxfrequency

34. Factors of Scheduling Advertising
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Premiums
thumbnails - roughs - dummies - comprehensives (elaborate draft)

35. Form - task - possession - time - place utility
Market research
Functional needs
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
Direct Mail Advertising

36. The average number of times a person in the target audience is exposed to an ad.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Purchase Frequency
Functional needs
Frequency

37. What are the types of subheads?
kickers - boldface and italics
Classified Advertising
Lead in paragraphs - interior paragraphs - trial close - and close
bleed pages - inserts - covers - front - inside front - inside back - and outside back

38. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
kickers - boldface and italics
Habits
Integrated Marketing Communications
Consumer-Oriented Sales Promotions (Consumer Promotions)

39. 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.
Habits
Cost per Thousand (CPM)
Deals
Competitive Institutional

40. Allow the audience to participate actively & immediately
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Digital Interactive Media
Purposes of Marketing research
the more audience attention

41. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Rossiter & Percy's Fundamental Motives
cognitive dissonance
Exchange
thumbnails - roughs - dummies - comprehensives (elaborate draft)

42. Stages of ad development
audience - ad message itself - communications media - and the product concept
Reminder
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Outdoor Advertising (Billboard)

43. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Cooperative Advertising
Advocacy
Exchange
Consumer-Oriented Sales Promotions (Consumer Promotions)

44. Advertisements focused on selling a product or service
Product Placement
Ones with fewer words
Product Advertisements
Exchange

45. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Brand loyalty
Brand interest
Vertical cooperative advertising
Nonpersonal influences on consumer behavior

46. What are the standard subjects for ad visuals?
Publicity Tools
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
bleed pages - inserts - covers - front - inside front - inside back - and outside back

47. 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
Classified Advertising
Attitude Tests
CB - The Consumer Decision Process
Sounds that are familiar

48. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Place-Based Media
Cooperative
Habits
Inquiry Tests

49. Recruit new customers - retain current customers - and regain lost customers
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. Coupons 2. Deals 3. Premiums 4. Contests 5. Sweepstakes 6. Samples 7. Loyalty Programs 8. Point-of-Purchase Displays 9. Rebates 10. Product Placement
Digital Interactive Media
Purposes of Marketing research

50. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Merchandise Allowance
Loyalty Programs
CPM
Theater Tests