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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. 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.
Product Advertising
Pretests
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
Electronic Media

2. 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
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Clearance advertising (a special form of sale advertising)
Reach

3. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Point-of-Purchase Displays
Sweepstakes
CPM
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

4. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Local Advertisers
Reachxfrequency
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Coupons

5. Advertising showing one brand's strengths relative to its competitors.
audience - ad message itself - communications media - and the product concept
Comparative
Forgetting Rate
Inquiry Tests

6. What do the most effective radio commercials use?
Attitudes
Direct Mail Advertising
Sounds that are familiar
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate

7. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Habits
Consumer-Oriented Sales Promotions (Consumer Promotions)
Digital Interactive Media
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

8. Made up of the company's own advertising staff. They may provide full services or limited services.
1. Product Advertisements 2. Institutional Advertisements
Transit Advertising
Trade-Oriented Sales Promotions (Trade Promotions)
In-House Agencies

9. Ads that state the position of a company on an issue.
Advocacy
International Media
Aided Recall
In-House Agencies

10. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CPM
Reach
Advocacy
CB - The Consumer Decision Process

11. Simply the percentage of homes exposed to an advertising media
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)
Rating
Clearance advertising (a special form of sale advertising)
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

12. Studies such as controlled experiments and consumer purchase tests.
Interpersonal influences on consumer behavior
Electronic Media
Sales Tests
Competitive

13. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Theater Tests
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
Marketing research

14. Define the brand image
Institutional Advertising
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Sales Tests
Habits

15. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Deals
Attitude Tests
STP Marketing (Segmenting - Targeting - Positioning)
Sales Advertising

16. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Portfolio Tests
Premiums
Perception
Publicity Tools

17. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Cooperative
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
Product Advertisements
Purposes of Marketing research

18. Gathering - recording - and analyzing new information to help managers make marketing decisions
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
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Marketing research
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

19. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
Full-Service Agency
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
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)

20. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
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
Exchange
Rating
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

21. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Foreign Media
cognitive dissonance
Theater 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

22. Reach (% of total market) x Frequency
Attitude Tests
Gross Ratings Points (GRPs)
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Loyalty Programs

23. Placing items on sale and offering two-for-one specials of other deals
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Sales Advertising
In-House Agencies
Exchange

24. Link key attributes to the brand name
In-House Agencies
Point-of-Purchase Displays
Post-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

25. Interactive online advertising.
CPM-TM
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Rich Media
Attitudes

26. What are the kinds of copy you can have in an ad?
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Aided Recall
Competitive Institutional

27. Tests used to test ad alternatives.
Portfolio Tests
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Publicity Tools
Limited-Service Agency

28. The number of different people or households exposed to an ad.
Reference groups
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
Competitive
Reach

29. Persuade the customer
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
Case Allowance
Post-Tests
Product Advertising

30. Allow the audience to participate actively & immediately
Electronic Media
Digital Interactive Media
Contests
Inquiry Tests

31. Time - place of sale - environment
International Media
Local Advertisers
Nonpersonal influences on consumer behavior
Product Placement

32. Promote brand recall
Continuous (Steady) Schedule
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Product Placement
STP Marketing (Segmenting - Targeting - Positioning)

33. 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
Clearance advertising (a special form of sale advertising)
Limited-Service Agency
Regular price-line advertising
Transit Advertising

34. Duration of an advertising message or campaign over a given period of time - sustains memory
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
Positively originated (transformational) motives
Continuity
Place-Based Media

35. 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
Coupons
Institutional Advertising
Electronic Media
Competitive

36. Promotes a specific product or service and stimulates short term action while building awareness of the business
Rebates
Product Advertising
Sales Advertising
Foreign Media

37. 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.
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
Attitude Tests
Forgetting Rate
Premiums

38. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Full-Service Agency
CPM
Positively originated (transformational) motives
Vertical cooperative advertising

39. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
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. Building Long-Term Relationships with Promotion 2. Self-Regulation
Samples
Flighting (Intermittent) Schedule

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

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41. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Opinion leaders
Allowances and Discounts
the more audience attention

42. Form - task - possession - time - place utility
Electronic Media
Positively originated (transformational) motives
Functional needs
Pulse (Burst) Schedule

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'
Print Media
Frequency
Reminder
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

44. Ads promoting the advantages of one product class over another product class and are used in markets where different product classes compete for the same buyers.
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Competitive Institutional
Functions of Marketing research

45. What are the standard subjects for ad visuals?
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
Nonpersonal influences on consumer behavior
Transit Advertising (Bus - taxi - and subway advertising)
Gross Ratings Points (GRPs)

46. What kinds of ads resonate more?
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Pulse (Burst) Schedule
Ones with fewer words
Deals

47. Stages of ad development
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Merchandise Allowance
Gross Ratings Points (GRPs)

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

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49. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Outdoor Advertising (Billboard)
Case Allowance
Interpersonal influences on consumer behavior
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces

50. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Product Advertising
Institutional Advertising