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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. Is the products ability to satisfy both functional needs & symbolic wants
Rossiter & Percy's Fundamental Motives
Cooperative
Utility
Ad research

2. 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
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
Forgetting Rate
BDI (Brand development index)
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

3. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Electronic Media
Media class
Finance Allowance
Flighting (Intermittent) Schedule

4. The cost of reaching 1 - 000 individuals or households with the advertising message.
Opinion leaders
creating a picture of the concept they want to convey
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Cost per Thousand (CPM)

5. 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'
Frequency
Perception
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
Rich Media

6. Interactive online advertising.
Continuity
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Frequency
Rich Media

7. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
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
Limited-Service Agency
Segmenting
Ad research

8. Refers to the total number of different people or households exposed - at least once - to a medium in a certain amount of time - and effective reach is the quality of that exposure
Sales Advertising
Reach
Deals
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

9. Form - task - possession - time - place utility
Pretests
Coupons
Functional needs
Nonpersonal influences on consumer behavior

10. Offering the product free or at a greatly reduced price.
Competitive Institutional
CB - The Consumer Decision Process
Reminder Institutional
Samples

11. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Rating
Media class
Continuous (Steady) Schedule
CB - The Consumer Decision Process

12. Broad category of media - such as television - radio or newspaper
Sweepstakes
Media class
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
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

13. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Integrated Marketing Communications
Contests
Point-of-Purchase Displays
Positively originated (transformational) motives

14. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Cost per Thousand (CPM)
Post-Tests
Sweepstakes

15. Scare the consumer into action
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)
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Allowances and Discounts

16. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Portfolio Tests
Functions of Marketing research

17. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Purposes of Marketing research
Loyalty Programs
In-House Agencies

18. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Purposes of Marketing research
Print Media
Message development - You must create a message that gets into the minds of the consumer and target audience
Ad research

19. 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.
Permission-Based Advertising
Finance Allowance
Perception
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

20. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Opinion leaders
Cooperative Advertising
Rebates
Flighting (Intermittent) Schedule

21. Cost of media buy/targeted audienceX1 - 000
Inquiry Tests
Loyalty Programs
creating a picture of the concept they want to convey
CPM-TM

22. Promote brand recall
creating a picture of the concept they want to convey
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Rating
Gross Ratings Points (GRPs)

23. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Lead in paragraphs - interior paragraphs - trial close - and close
Limited-Service Agency
Exchange
Unaided Recall

24. 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.
Outdoor Advertising (Billboard)
Attitude Tests
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
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

25. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Gross Ratings Points (GRPs)
Allowances and Discounts
Foreign Media
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

26. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Frequently use the word 'you'
Full-Service Agency
Exchange
the more audience attention

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.
Inquiry Tests
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
Reach
Foreign Media

28. 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)
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
Classified Advertising
Recency planning
Outdoor Advertising (Billboard)

29. Firms in the same business (real-estate agents - insurance agents - pharmacies - car dealers - or travel agents) or in the same part of town advertise jointly
Horizontal cooperative advertising
the more audience attention
Reach
Rossiter & Percy's Fundamental Motives

30. 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
cognitive dissonance
kickers - boldface and italics
Ad research
Product Advertising

31. Three Common Discounts and Allowances
Marketing research
audience - ad message itself - communications media - and the product concept
Recency planning
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

32. They use Retail Advertising because retail stores account for so much of the market
Finance Allowance
Negatively originated (informational) motives
Nonpersonal influences on consumer behavior
Local Advertisers

33. Approaches to Post-Testing
Ones with fewer words
Consumer-Oriented Sales Promotions (Consumer Promotions)
Brand loyalty
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

34. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Classified Advertising
STP Marketing (Segmenting - Targeting - Positioning)
Institutional Advertising
Transit Advertising

35. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pioneering
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Market research
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

36. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Frequently use the word 'you'
Reminder
Media vehicle
Perception

37. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Attitude Tests
Coupons
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

38. Informs consumers about services or merchandise offered at regular prices
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Message development - You must create a message that gets into the minds of the consumer and target audience
Segmenting
Regular price-line advertising

39. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Market research
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. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Point-of-Purchase Displays

40. Forms of Institutional Advertisements
Reminder
Clearance advertising (a special form of sale advertising)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
International Media

41. Joining together in a consistent manner everything that communicates with customers
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Integrated Marketing Communications
Marketing research
Permission-Based Advertising

42. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Horizontal cooperative advertising
Participants in the marketing process
Trade-Oriented Sales Promotions (Trade Promotions)
Flighting (Intermittent) Schedule

43. The percentage of households in a market that are tuned to a particular TV/radio show.
Perception
Rating
Reminder
Point-of-Purchase Displays

44. Is an individual's openness or curiosity about a brand
Brand interest
Reach
Marketing research
Loyalty Programs

45. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Advocacy
Product Placement
CPM
bleed pages - inserts - covers - front - inside front - inside back - and outside back

46. 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
CPM
Reach
Institutional Advertisements

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

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48. Visualization/conceptualization
Post-Tests
creating a picture of the concept they want to convey
Consumer-Oriented Sales Promotions (Consumer Promotions)
Reminder Institutional

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

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50. How often new buyers enter the market to buy the product.
Buyer Turnover
Reach
Pretests
Finance Allowance