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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. Ads that state the position of a company on an issue.
Loyalty Programs
Digital Interactive Media
Advocacy
Exchange

2. Family - society - reference groups - opinion leaders
Utility
Premiums
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Interpersonal influences on consumer behavior

3. Time - place of sale - environment
Sales Advertising
Samples
Case Allowance
Nonpersonal influences on consumer behavior

4. 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.
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Sales Advertising
Habits
Sweepstakes

5. What are the principles of design?
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. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Regular price-line advertising
Consumer-Oriented Sales Promotions (Consumer Promotions)

6. 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
Portfolio Tests
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
In-House Agencies
Positively originated (transformational) motives

7. Is an individual's openness or curiosity about a brand
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
Foreign Media
Portfolio Tests
Brand interest

8. 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.
Lead in paragraphs - interior paragraphs - trial close - and close
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
Allowances and Discounts
Jury Tests

9. The percentage of households in a market that are tuned to a particular TV/radio show.
Rating
Utility
Publicity Tools
Foreign Media

10. Where is the advertising and brand battle won or lost?
creating a picture of the concept they want to convey
Finance Allowance
Message development - You must create a message that gets into the minds of the consumer and target audience
Case Allowance

11. Ads used for announcements about what a company is - what it can do - and where it is located.
Reachxfrequency
the more audience attention
Pioneering Institutional
Market research

12. How often new buyers enter the market to buy the product.
Product Advertisements
Clearance advertising (a special form of sale advertising)
Buyer Turnover
CPM

13. Advertising used to reinforce previous knowledge of a product.
creating a picture of the concept they want to convey
Reminder
International Media
CB - The Consumer Decision Process

14. The cost of reaching 1 - 000 individuals or households with the advertising message.
Institutional Advertisements
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Horizontal cooperative advertising
Cost per Thousand (CPM)

15. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Rating
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
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
Reminder

16. 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
Print Media
Foreign Media
Electronic Media
International Media

17. 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
Flighting (Intermittent) Schedule
Product Placement
BDI (Brand development index)
Direct Mail Advertising

18. Three Common Discounts and Allowances
Post-Tests
Reach
Negatively originated (informational) motives
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

19. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Cooperative
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
Cooperative Advertising

20. What are the types of headlines?
Classified Advertising
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Exchange
Pioneering Institutional

21. Elements of an advertising message
audience - ad message itself - communications media - and the product concept
Recency planning
Jury Tests
Cooperative Advertising

22. The number of different people or households exposed to an ad.
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
Sounds that are familiar
Reach
CPM-TM

23. People we try to emulate or whose approval concerns us
Reference groups
Publicity Tools
Deals
Clearance advertising (a special form of sale advertising)

24. Some methods for scheduling media
Allowances and Discounts
Rating
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Vertical cooperative advertising

25. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Ad research
Reminder Institutional
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Transit Advertising (Bus - taxi - and subway advertising)

26. Duration of an advertising message or campaign over a given period of time - sustains memory
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Continuity
Purposes of Marketing research
Permission-Based Advertising

27. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Unaided Recall
Reminder Institutional
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

28. Content advertising
CB - The Consumer Decision Process
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Participants in the marketing process
Finance Allowance

29. Form - task - possession - time - place utility
Functional needs
Point-of-Purchase Displays
Deals
Post-Tests

30. Joining together in a consistent manner everything that communicates with customers
Integrated Marketing Communications
Classified Advertising
Attitudes
the more audience attention

31. 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
Deals
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Negatively originated (informational) motives

32. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Inquiry Tests
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Cooperative Advertising
Habits

33. Is our acquired mental position regarding some idea or object
International Media
Ad research
STP Marketing (Segmenting - Targeting - Positioning)
Attitudes

34. Persuade the customer
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
CPM-TM
Interpersonal influences on consumer behavior
kickers - boldface and italics

35. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Habits
Merchandise Allowance
Sales Advertising
Media vehicle

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

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37. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Brand loyalty
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
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Full-Service Agency

38. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
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
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
Transit Advertising (Bus - taxi - and subway advertising)

39. Allow the audience to participate actively & immediately
Digital Interactive Media
Lead in paragraphs - interior paragraphs - trial close - and close
Allowances and Discounts
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

40. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Deals
Recency planning
Utility

41. Party Responsible for Carrying Out Advertising Program
Marketing research
thumbnails - roughs - dummies - comprehensives (elaborate draft)
cognitive dissonance
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

42. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Post-Tests
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
kickers - boldface and italics
Ones with fewer words

43. Stages of ad development
Pioneering
Utility
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Vertical cooperative advertising

44. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Merchandise Allowance
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
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Product Advertising

45. Studies such as controlled experiments and consumer purchase tests.
Comparative
Limited-Service Agency
cognitive dissonance
Sales Tests

46. Situate the brand socially
Reminder
Functions of Marketing research
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
Purposes of Marketing research

47. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
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
Case Allowance
Product Placement
CPM-TM

48. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Exchange
Gross Ratings Points (GRPs)
Loyalty Programs
Print Media

49. What are the positives to newspapers as a form of mass media?
Frequency
Attitude 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
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

50. Types of audience resonance

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