Test your basic knowledge |

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

2. People we try to emulate or whose approval concerns us
Rebates
Reference groups
Local Advertisers
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

3. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Gross Ratings Points (GRPs)
In-House Agencies
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Foreign Media

4. Forms of Product Advertising
Case Allowance
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Rossiter & Percy's Fundamental Motives
Place-Based Media

5. Joining together in a consistent manner everything that communicates with customers
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Ones with fewer words
Integrated Marketing Communications
Media vehicle

6. The more frequently a product is purchased - the less repetition is required.
Outdoor Advertising (Billboard)
Sales Advertising
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
Purchase Frequency

7. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Flighting (Intermittent) Schedule
Pretests

8. Duration of an advertising message or campaign over a given period of time - sustains memory
Continuity
Electronic Media
Reminder Institutional
Samples

9. Informs consumers about services or merchandise offered at regular prices
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Regular price-line advertising
Recency planning
Sales Advertising

10. Promote brand recall
Rating
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
the more audience attention
Regular price-line advertising

11. Cost of media buy/targeted audienceX1 - 000
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Perception
the more audience attention
CPM-TM

12. Consumer needs - product development - assess effectiveness - financial planning and quality control
Rebates
creating a picture of the concept they want to convey
CPM-TM
Functions of Marketing research

13. Recruit new customers - retain current customers - and regain lost customers
Advocacy
Post-Tests
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Purposes of Marketing research

14. The percentage of households in a market that are tuned to a particular TV/radio show.
Outdoor Advertising (Billboard)
Rich Media
Rating
Pretests

15. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Negatively originated (informational) motives
Buyer Turnover
CPM

16. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cost per Thousand (CPM)
Lead in paragraphs - interior paragraphs - trial close - and close
Regular price-line advertising
Loyalty Programs

17. Advertisements focused on selling a product or service
Market research
Product Advertisements
Trade-Oriented Sales Promotions (Trade Promotions)
Competitive Institutional

18. Is our acquired mental position regarding some idea or object
Full-Service Agency
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)
Habits
Attitudes

19. Ads used for announcements about what a company is - what it can do - and where it is located.
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
Pioneering Institutional
Message development - You must create a message that gets into the minds of the consumer and target audience
CPM-TM

20. Merchandise offered free or at a significant discount.
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
Brand loyalty
Reminder Institutional
Premiums

21. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Full-Service Agency
Pioneering
Loyalty Programs
Nonpersonal influences on consumer behavior

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

23. What are the kinds of copy you can have in an ad?
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
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Deals
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

24. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Continuous (Steady) Schedule
Media class
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Exchange

25. 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
BDI (Brand development index)
Classified Advertising
Vertical cooperative advertising
Sweepstakes

26. The greater size of an ad illustration...
Frequency
the more audience attention
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
audience - ad message itself - communications media - and the product concept

27. 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
Frequency
Utility
Negatively originated (informational) motives
Product Advertising

28. How often new buyers enter the market to buy the product.
Competitive
Buyer Turnover
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
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

29. Family - society - reference groups - opinion leaders
Sales Tests
Interpersonal influences on consumer behavior
Frequency
Print Media

30. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Attitudes
Regular price-line advertising
Advocacy

31. What are the types of Formatting the Body Copy?
Nonpersonal influences on consumer behavior
Sales Tests
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Lead in paragraphs - interior paragraphs - trial close - and close

32. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Forgetting Rate
Competitive
Theater Tests
Limited-Service Agency

33. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
1. Product Advertisements 2. Institutional Advertisements
Jury Tests
Ad research
Advocacy

34. A discount on each case ordered during a specific time period.
Reach
Case Allowance
Point-of-Purchase Displays
Transit Advertising (Bus - taxi - and subway advertising)

35. 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)
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Classified Advertising
Rich Media
Lead in paragraphs - interior paragraphs - trial close - and close

36. Reach (% of total market) x Frequency
Gross Ratings Points (GRPs)
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
Jury Tests

37. What are the function of headlines?
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
Comparative
Point-of-Purchase Displays
Allowances and Discounts

38. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Continuity
Lead in paragraphs - interior paragraphs - trial close - and close
Integrated Marketing Communications
Aided Recall

39. 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.
Direct Mail Advertising
Pretests
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
Premiums

40. Markets are segmented - products are positioned
Sales Advertising
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
Segmenting
Permission-Based Advertising

41. Value of Promotion
Frequency
Loyalty Programs
Segmenting
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

42. 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.
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Institutional Advertisements
Rating
Attitude Tests

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

44. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
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
Permission-Based Advertising
Flighting (Intermittent) Schedule
Habits

45. Situate the brand socially
Competitive
Continuity
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
Inquiry Tests

46. Tests used to test ad alternatives.
Direct Mail Advertising
Portfolio Tests
kickers - boldface and italics
Case Allowance

47. Types of audience resonance

48. 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
Electronic Media
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Loyalty Programs
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)

49. Transform consumption experience
Rich 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
Post-Tests
Advocacy

50. Scare the consumer into action
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)
Contests
Reminder Institutional
Local Advertisers