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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. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Functions of Marketing 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)
Allowances and Discounts
Contests

2. Advertisements focused on selling a product or service
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
Loyalty Programs
Participants in the marketing process
Product Advertisements

3. Allow the audience to participate actively & immediately
Digital Interactive Media
Reminder
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

4. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Limited-Service Agency
Cost per Thousand (CPM)
International Media
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

5. 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
Nonpersonal influences on consumer behavior
Brand loyalty
Transit Advertising
CB - The Consumer Decision Process

6. Define the brand image
Portfolio Tests
Sounds that are familiar
Clearance advertising (a special form of sale advertising)
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

7. Influencing the brand choice of consumers who are 'ready to buy'
In-House Agencies
Recency planning
kickers - boldface and italics
funny ads - but not always for the right reasons

8. 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
Media vehicle
Rich Media
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
Negatively originated (informational) motives

9. They use Retail Advertising because retail stores account for so much of the market
Marketing research
Consumer-Oriented Sales Promotions (Consumer Promotions)
Digital Interactive Media
Local Advertisers

10. Advertising showing one brand's strengths relative to its competitors.
Comparative
International Media
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Loyalty Programs

11. Ads used for announcements about what a company is - what it can do - and where it is located.
Pioneering Institutional
Reminder
creating a picture of the concept they want to convey
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. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Utility
Reachxfrequency
Theater Tests
Product Advertising

13. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Deals
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)
Media class
Samples

14. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Outdoor Advertising (Billboard)
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
the more audience attention
STP Marketing (Segmenting - Targeting - Positioning)

15. Gathering - recording - and analyzing new information to help managers make marketing decisions
Foreign Media
Marketing research
Continuity
Habits

16. Factors of Scheduling Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Deals
Media vehicle
Recency planning

17. Situate the brand socially
BDI (Brand development index)
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
Pulse (Burst) Schedule
Reach

18. Consumer needs - product development - assess effectiveness - financial planning and quality control
Functions of Marketing research
Ones with fewer words
Cost per Thousand (CPM)
Maslow's hierarchy of needs theory of motivation based on unmet human needs

19. Offering the product free or at a greatly reduced price.
Institutional Advertisements
Samples
Place-Based Media
Reachxfrequency

20. Ads that state the position of a company on an issue.
Limited-Service Agency
Advocacy
Cooperative
Pioneering

21. Value of Promotion
Product Advertising
Classified 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
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

22. Three Common Discounts and Allowances
Transit Advertising
Institutional Advertisements
Reference groups
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

23. Offers the return of money based on proof of purchase.
Competitive
Rebates
CB - The Consumer Decision Process
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

24. Ads on the interior and exterior of busses - subways - and taxis.
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Media class
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Transit Advertising

25. Specializes in one aspect of the advertising process such as creative services to develop the advertising copy - buying previously un-purchased media - or providing internet services.
Coupons
creating a picture of the concept they want to convey
Limited-Service Agency
Functional needs

26. Three Approaches to Setting Advertising Schedules
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Ones with fewer words
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
Unaided Recall

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

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28. What do the most effective radio commercials use?
Media vehicle
kickers - boldface and italics
Sounds that are familiar
Finance Allowance

29. Placing items on sale and offering two-for-one specials of other deals
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Rebates
Sales Advertising
Functions of Marketing research

30. What does the layout of an ad consist of?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Ad research
Gross Ratings Points (GRPs)
Maslow's hierarchy of needs theory of motivation based on unmet human needs

31. Transform consumption experience
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Electronic Media
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
CPM-TM

32. 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.
Institutional Advertising
STP Marketing (Segmenting - Targeting - Positioning)
Forgetting Rate
Jury Tests

33. 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
Samples
Pretests
Theater Tests

34. What are the types of headlines?
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
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Aided Recall
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

35. Forms of Institutional Advertisements
Premiums
Allowances and Discounts
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Limited-Service Agency

36. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Utility
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
Rebates
Coupons

37. Informs consumers about services or merchandise offered at regular prices
Reference groups
BDI (Brand development index)
Regular price-line advertising
Product Advertising

38. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Loyalty Programs
Attitudes
Trade-Oriented Sales Promotions (Trade Promotions)
Negatively originated (informational) motives

39. Broad category of media - such as television - radio or newspaper
Rebates
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Competitive Institutional
Media class

40. Family - society - reference groups - opinion leaders
CPM
Interpersonal influences on consumer behavior
Point-of-Purchase Displays
Brand interest

41. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Publicity Tools
creating a picture of the concept they want to convey
Place-Based Media
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

42. 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.
Message development - You must create a message that gets into the minds of the consumer and target audience
Inquiry Tests
Transit Advertising
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

43. Customer's perception of product/service; sometimes advertisers need to change those perceptions. As well as seller's perception of customer's needs - wants - objectives.
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
Local Advertisers
Perception
Media class

44. What are the types of subheads?
kickers - boldface and italics
Classified Advertising
Deals
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

45. What are the function of headlines?
Functional needs
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
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

46. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Competitive
Full-Service Agency
Consumer-Oriented Sales Promotions (Consumer Promotions)
Theater Tests

47. Persuade the customer
In-House Agencies
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
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
Utility

48. Changing behavior by inducing anxiety
Nonpersonal influences on consumer behavior
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
Contests
Finance Allowance

49. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Reach
Vertical cooperative advertising
Ad research
Marketing research

50. Tests used to test ad alternatives.
Print Media
Portfolio 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
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method