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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. Types of audience resonance

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2. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Institutional Advertisements
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
Jury Tests
bleed pages - inserts - covers - front - inside front - inside back - and outside back

3. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Outdoor Advertising (Billboard)
Loyalty Programs
Frequency
bleed pages - inserts - covers - front - inside front - inside back - and outside back

4. Duration of an advertising message or campaign over a given period of time - sustains memory
In-House Agencies
Continuity
Brand interest
Integrated Marketing Communications

5. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Market research
Product Placement
Publicity Tools
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

6. 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
the more audience attention
Sweepstakes

7. What are the types of subheads?
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
kickers - boldface and italics
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
Brand loyalty

8. Information gathered about a particular market or market segment
Marketing research
Market research
Full-Service Agency
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

9. Advertisements focused on selling a product or service
Theater Tests
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Continuity
Product Advertisements

10. Ads that state the position of a company on an issue.
thumbnails - roughs - dummies - comprehensives (elaborate draft)
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Reference groups
Advocacy

11. Value of Promotion
Interpersonal influences on consumer behavior
Premiums
International Media
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

12. Is the products ability to satisfy both functional needs & symbolic wants
Pretests
Utility
Frequently use the word 'you'
Brand loyalty

13. Joining together in a consistent manner everything that communicates with customers
Sales Advertising
Rating
Integrated Marketing Communications
Loyalty Programs

14. Where is the advertising and brand battle won or lost?
Institutional Advertising
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Message development - You must create a message that gets into the minds of the consumer and target audience
Opinion leaders

15. Advertising used to reinforce previous knowledge of a product.
Reminder
Foreign Media
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Reference groups

16. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Post-Tests
Institutional Advertising
the more audience attention
CB - The Consumer Decision Process

17. Is our acquired mental position regarding some idea or object
the more audience attention
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)
Comparative
Attitudes

18. Reach (% of total market) x Frequency
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Ad research
Gross Ratings Points (GRPs)
funny ads - but not always for the right reasons

19. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
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
Habits
cognitive dissonance
Frequency

20. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Regular price-line advertising
Consumer-Oriented Sales Promotions (Consumer Promotions)
Continuous (Steady) Schedule
Permission-Based Advertising

21. Ads in magazines can be strategically placed in these places...
Print Media
Digital Interactive Media
Interpersonal influences on consumer behavior
bleed pages - inserts - covers - front - inside front - inside back - and outside back

22. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Sounds that are familiar
Consumer-Oriented Sales Promotions (Consumer Promotions)
Cost per Thousand (CPM)
Continuous (Steady) Schedule

23. What do the most effective radio commercials use?
Portfolio Tests
Sounds that are familiar
Message development - You must create a message that gets into the minds of the consumer and target audience
audience - ad message itself - communications media - and the product concept

24. Link key attributes to the brand name
Local Advertisers
Attitude Tests
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
Negatively originated (informational) motives

25. What are the positives to newspapers as a form of mass media?
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
Merchandise Allowance
Theater Tests
Sales Advertising

26. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
Cooperative
Message development - You must create a message that gets into the minds of the consumer and target audience
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

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.
Aided Recall
Inquiry Tests
Rebates
CPM

28. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Continuous (Steady) Schedule
CB - The Consumer Decision Process
Trade-Oriented Sales Promotions (Trade Promotions)

29. What are the types of Formatting the Body Copy?
Aided Recall
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Lead in paragraphs - interior paragraphs - trial close - and close
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

30. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Merchandise Allowance
Print Media
Forgetting Rate
Comparative

31. Factors of Scheduling Advertising
Marketing research
Sweepstakes
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Negatively originated (informational) motives

32. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Institutional Advertisements
Cooperative Advertising
Transit Advertising (Bus - taxi - and subway advertising)
Allowances and Discounts

33. 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.
creating a picture of the concept they want to convey
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
Pioneering Institutional
Permission-Based Advertising

34. People we try to emulate or whose approval concerns us
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
Reference groups
Rossiter & Percy's Fundamental Motives
Flighting (Intermittent) Schedule

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

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36. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Institutional Advertisements
Brand loyalty
Flighting (Intermittent) Schedule
Cooperative Advertising

37. What are the kinds of copy you can have in an ad?
Publicity Tools
Nonpersonal influences on consumer behavior
Frequency
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

38. 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
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Reminder Institutional
Attitude Tests

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

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40. Visualization/conceptualization
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
Ones with fewer words
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
creating a picture of the concept they want to convey

41. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Limited-Service Agency
Direct Mail Advertising
In-House Agencies
Foreign Media

42. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Digital Interactive Media
Buyer Turnover
Pulse (Burst) Schedule
Foreign Media

43. What does the layout of an ad consist of?
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
audience - ad message itself - communications media - and the product concept
Unaided Recall
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

44. Elements of an advertising message
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Portfolio Tests
audience - ad message itself - communications media - and the product concept
Sales Tests

45. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Classified Advertising
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
Attitudes
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)

46. 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
Rating
Sweepstakes
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Horizontal cooperative advertising

47. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Post-Tests
Sweepstakes
Point-of-Purchase Displays
Brand interest

48. Allow the audience to participate actively & immediately
Sweepstakes
Digital Interactive Media
BDI (Brand development index)
Reach

49. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
Post-Tests
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces

50. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CPM
funny ads - but not always for the right reasons
Functional needs
Transit Advertising