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

2. Some methods for scheduling media
Advocacy
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Portfolio Tests
Brand interest

3. Form - task - possession - time - place utility
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
Portfolio Tests
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Functional needs

4. Elements of an advertising message
Electronic Media
audience - ad message itself - communications media - and the product concept
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Inquiry Tests

5. Is the products ability to satisfy both functional needs & symbolic wants
Post-Tests
Advocacy
Utility
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)

6. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Reminder
Competitive Institutional
Vertical cooperative advertising
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

7. Persuade the customer
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Frequently use the word 'you'
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
Ad research

8. 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
Place-Based Media
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
International Media

9. The average number of times a person in the target audience is exposed to an ad.
Classified Advertising
Samples
Frequency
Negatively originated (informational) motives

10. Simply the percentage of homes exposed to an advertising media
Rating
Coupons
Pulse (Burst) Schedule
Portfolio Tests

11. 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)
Local Advertisers
Limited-Service Agency
Classified Advertising
Product Advertising

12. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Cooperative
Product Advertisements
Segmenting
Pioneering

13. Time - place of sale - environment
Full-Service Agency
Loyalty Programs
Nonpersonal influences on consumer behavior
Rossiter & Percy's Fundamental Motives

14. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Message development - You must create a message that gets into the minds of the consumer and target audience
Samples
Brand loyalty
Ones with fewer words

15. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
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
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
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Deals

16. Situate the brand socially
Horizontal cooperative advertising
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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Functional needs

17. Factors of Scheduling Advertising
Negatively originated (informational) motives
Segmenting
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Reminder Institutional

18. Where is the advertising and brand battle won or lost?
Message development - You must create a message that gets into the minds of the consumer and target audience
Brand loyalty
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

19. Duration of an advertising message or campaign over a given period of time - sustains memory
Continuity
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)
Product Advertising
Segmenting

20. Consumer needs - product development - assess effectiveness - financial planning and quality control
Functions of Marketing research
Reference groups
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Sounds that are familiar

21. Offering the product free or at a greatly reduced price.
Direct Mail Advertising
Functional needs
Point-of-Purchase Displays
Samples

22. 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.
Pretests
Frequency
Place-Based Media
Merchandise Allowance

23. Visualization/conceptualization
Trade-Oriented Sales Promotions (Trade Promotions)
Frequently use the word 'you'
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
creating a picture of the concept they want to convey

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

25. To make room for new product lines or new models and to get rid of slow-moving lines - floor samples - broken or distressed merchandise - or out of season items
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
Clearance advertising (a special form of sale advertising)
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Sounds that are familiar

26. Link key attributes to the brand name
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. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
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
Advocacy

27. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Allowances and Discounts
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

28. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Inquiry 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
STP Marketing (Segmenting - Targeting - Positioning)
Pretests

29. The greater size of an ad illustration...
Full-Service Agency
Flighting (Intermittent) Schedule
Sweepstakes
the more audience attention

30. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Brand loyalty
Sales Advertising
Competitive
Theater Tests

31. Three Common Discounts and Allowances
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
BDI (Brand development index)
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Integrated Marketing Communications

32. 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
Limited-Service Agency
Ones with fewer words
Brand interest

33. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Theater Tests
Buyer Turnover
CPM-TM
Opinion leaders

34. Approaches to Post-Testing
Outdoor Advertising (Billboard)
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Finance Allowance

35. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cost per Thousand (CPM)
Continuity
Consumer-Oriented Sales Promotions (Consumer Promotions)
Ad research

36. Is our acquired mental position regarding some idea or object
Opinion leaders
Attitudes
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Merchandise Allowance

37. 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
Brand loyalty
Horizontal cooperative advertising
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Cooperative Advertising

38. Broad category of media - such as television - radio or newspaper
Negatively originated (informational) motives
Integrated Marketing Communications
Pioneering Institutional
Media class

39. Studies such as controlled experiments and consumer purchase tests.
Sales Tests
creating a picture of the concept they want to convey
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
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

40. 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
Functions of Marketing research
Negatively originated (informational) motives
Contests
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

41. Interactive online advertising.
Rich Media
Transit Advertising
kickers - boldface and italics
Allowances and Discounts

42. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
BDI (Brand development index)
Outdoor Advertising (Billboard)
Market research
Reachxfrequency

43. 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'
CB - The Consumer Decision Process
Frequency
Permission-Based Advertising
Institutional Advertisements

44. Tests used to test ad alternatives.
Advocacy
Rating
Portfolio Tests
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

45. Promote brand recall
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Limited-Service Agency
Purposes of Marketing research
Cooperative Advertising

46. 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
Ones with fewer words
Brand loyalty
Case Allowance

47. Reach (% of total market) x Frequency
Transit Advertising (Bus - taxi - and subway advertising)
Product Advertising
Gross Ratings Points (GRPs)
Media vehicle

48. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
audience - ad message itself - communications media - and the product concept
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Consumer-Oriented Sales Promotions (Consumer Promotions)
Full-Service Agency

49. Ads used for announcements about what a company is - what it can do - and where it is located.
Pretests
Pioneering Institutional
Sales Tests
Brand interest

50. Placing items on sale and offering two-for-one specials of other deals
Lead in paragraphs - interior paragraphs - trial close - and close
Point-of-Purchase Displays
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Sales Advertising