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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. Some methods for scheduling media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Gross Ratings Points (GRPs)
Pioneering
Frequently use the word 'you'

2. Where is the advertising and brand battle won or lost?
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Message development - You must create a message that gets into the minds of the consumer and target audience
Purposes of Marketing research
Perception

3. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Direct Mail Advertising
Institutional Advertising
Reminder
Vertical cooperative advertising

4. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CPM
Opinion leaders
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Post-Tests

5. Reach (% of total market) x Frequency
Deals
Gross Ratings Points (GRPs)
Brand interest
Case Allowance

6. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Message development - You must create a message that gets into the minds of the consumer and target audience
Point-of-Purchase Displays
International Media
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

7. Tests used to test ad alternatives.
Media class
Exchange
Portfolio Tests
Horizontal cooperative advertising

8. Promote brand recall
Participants in the marketing process
Utility
Sweepstakes
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

9. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Trade-Oriented Sales Promotions (Trade Promotions)
Limited-Service Agency
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Electronic Media

10. 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
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Pulse (Burst) Schedule

11. The feelings of doubt and concern after a purchase is made. dissonance increases when: (1) the purchase price is high (2) there are many close alternatives (3) the item is intangible (4) the purchase is important (5) the item purchased lasts a long
thumbnails - roughs - dummies - comprehensives (elaborate draft)
cognitive dissonance
Interpersonal influences on consumer behavior
Purposes of Marketing research

12. Advertising used to reinforce previous knowledge of a product.
Trade-Oriented Sales Promotions (Trade Promotions)
Frequency
Coupons
Reminder

13. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Comparative
Habits
Consumer-Oriented Sales Promotions (Consumer Promotions)
Rich Media

14. Stages of ad development
Continuous (Steady) Schedule
Place-Based Media
Negatively originated (informational) motives
thumbnails - roughs - dummies - comprehensives (elaborate draft)

15. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Permission-Based Advertising
Product Advertising
Clearance advertising (a special form of sale advertising)

16. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Pulse (Burst) Schedule
Inquiry Tests
Advocacy
Functions of Marketing research

17. Approaches to Post-Testing
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Transit Advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
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

18. 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'
Frequency
Sales Advertising
Aided Recall
Advocacy

19. What are the types of subheads?
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
kickers - boldface and italics
CB - The Consumer Decision Process

20. Cost of media buy/targeted audienceX1 - 000
CPM-TM
Electronic Media
kickers - boldface and italics
cognitive dissonance

21. Offering the product free or at a greatly reduced price.
Clearance advertising (a special form of sale advertising)
Institutional Advertising
Attitude Tests
Samples

22. Three Common Discounts and Allowances
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Clearance advertising (a special form of sale advertising)
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Print Media

23. Time - place of sale - environment
Nonpersonal influences on consumer behavior
Rossiter & Percy's Fundamental Motives
Purchase Frequency
Reachxfrequency

24. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
CPM-TM
Clearance advertising (a special form of sale advertising)
Institutional Advertisements
Classified Advertising

25. Informs consumers about services or merchandise offered at regular prices
Regular price-line advertising
Trade-Oriented Sales Promotions (Trade Promotions)
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
Allowances and Discounts

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

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27. 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.
Pioneering
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)
Jury Tests
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

28. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
CPM
Reach
Contests
CB - The Consumer Decision Process

29. Is an individual's openness or curiosity about a brand
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
Inquiry Tests
Brand interest
Sales Tests

30. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Institutional Advertising
International Media
funny ads - but not always for the right reasons
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

31. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pioneering
In-House Agencies
Loyalty Programs
Lead in paragraphs - interior paragraphs - trial close - and close

32. 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.
Opinion leaders
Limited-Service Agency
Cooperative
Sales Advertising

33. The percentage of households in a market that are tuned to a particular TV/radio show.
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
Rating
Participants in the marketing process
Flighting (Intermittent) Schedule

34. 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
Frequency
Transit Advertising
Attitudes

35. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Media vehicle
Reach
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

36. Questions such as "What ads do you remember watching yesterday?" is asked of respondents without any prompting to determine whether they saw or heard advertising messages.
Unaided Recall
International Media
Regular price-line advertising
Product Placement

37. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Vertical cooperative advertising
Purchase Frequency
International 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)

38. Value of Promotion
the more audience attention
Media class
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Frequently use the word 'you'

39. Ads that state the position of a company on an issue.
Permission-Based Advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Ones with fewer words
Advocacy

40. Content advertising
Premiums
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Reminder

41. Types of Advertisements
Pioneering
1. Product Advertisements 2. Institutional Advertisements
Attitudes
Pulse (Burst) Schedule

42. Types of audience resonance

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43. Factors of Scheduling Advertising
Sales Tests
Loyalty Programs
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Samples

44. Merchandise offered free or at a significant discount.
Trade-Oriented Sales Promotions (Trade Promotions)
Advocacy
Frequently use the word 'you'
Premiums

45. 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.
Institutional Advertisements
Finance Allowance
Product Advertising
Attitude Tests

46. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Direct Mail Advertising
Contests
Product Placement
Ones with fewer words

47. 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
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Horizontal cooperative advertising
Functional needs
Message development - You must create a message that gets into the minds of the consumer and target audience

48. The speed which buyers forget the brand if advertising is not seen.
Forgetting Rate
CPM
kickers - boldface and italics
Print Media

49. Gross rating points =
Case Allowance
Product Advertising
Reachxfrequency
Frequency

50. Three Common Trade-Oriented Sales Promotions (Trade Promotions)

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