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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. 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.
Place-Based Media
Habits
Merchandise Allowance
Unaided Recall

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

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3. Advertising used to reinforce previous knowledge of a product.
Reminder
Case Allowance
Continuity
Institutional Advertising

4. Advertisements focused on selling a product or service
Product Advertisements
Rebates
Transit Advertising (Bus - taxi - and subway advertising)
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

5. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Ones with fewer words
CPM
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)
Opinion leaders

6. What are the types of Formatting the Body Copy?
Transit Advertising (Bus - taxi - and subway advertising)
CB - The Consumer Decision Process
Lead in paragraphs - interior paragraphs - trial close - and close
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

7. The moment someone recognizes a need or want that might be satisfied by. 1.Need Recognition 2.Search Information and Alternative Evaluation 3. Purchase 4.Post-purchase use and evaluation
Point-of-Purchase Displays
BDI (Brand development index)
Rating
CB - The Consumer Decision Process

8. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Sweepstakes
Post-Tests
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

9. Changing behavior by inducing anxiety
kickers - boldface and italics
creating a picture of the concept they want to convey
Forgetting Rate
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

10. Tests used to test ad alternatives.
Interpersonal influences on consumer behavior
Reminder
Allowances and Discounts
Portfolio Tests

11. 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
Digital Interactive Media
Clearance advertising (a special form of sale advertising)
Exchange
Rebates

12. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Rating
Habits
Transit Advertising (Bus - taxi - and subway advertising)

13. Define the brand image
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Continuity
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

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

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15. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Point-of-Purchase Displays
Finance Allowance
Nonpersonal influences on consumer behavior
Clearance advertising (a special form of sale advertising)

16. The average number of times a person in the target audience is exposed to an ad.
Direct Mail Advertising
Utility
Negatively originated (informational) motives
Frequency

17. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Theater Tests
Deals
Point-of-Purchase Displays
Digital Interactive Media

18. Markets are segmented - products are positioned
Segmenting
Horizontal cooperative advertising
Pretests
funny ads - but not always for the right reasons

19. 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.
cognitive dissonance
Competitive Institutional
audience - ad message itself - communications media - and the product concept
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

20. Allow the audience to participate actively & immediately
Loyalty Programs
Trade-Oriented Sales Promotions (Trade Promotions)
Samples
Digital Interactive Media

21. Joining together in a consistent manner everything that communicates with customers
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Vertical cooperative advertising
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

22. Promote brand recall
Publicity Tools
Transit Advertising
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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

23. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Publicity Tools
Loyalty Programs
Cooperative 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

24. Offers the return of money based on proof of purchase.
Rebates
Merchandise Allowance
Finance Allowance
Local Advertisers

25. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
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 interest
Participants in the marketing process
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

26. Interactive online advertising.
Pioneering Institutional
Rich Media
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
Limited-Service Agency

27. Simply the percentage of homes exposed to an advertising media
Sales Tests
Message development - You must create a message that gets into the minds of the consumer and target audience
Rating
Institutional Advertising

28. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Habits
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

29. Types of audience resonance

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30. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Exchange
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
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
Functions of Marketing research

31. The speed which buyers forget the brand if advertising is not seen.
STP Marketing (Segmenting - Targeting - Positioning)
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Forgetting Rate
Limited-Service Agency

32. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
CPM-TM
Media class
Full-Service Agency
Advocacy

33. What are the function of headlines?
Pulse (Burst) Schedule
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
Media vehicle
Marketing research

34. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Product Advertisements
Pulse (Burst) Schedule
Contests
Marketing research

35. 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.
Print Media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Horizontal cooperative advertising
Inquiry Tests

36. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Aided Recall
STP Marketing (Segmenting - Targeting - Positioning)

37. Forms of Institutional Advertisements
Advocacy
Regular price-line advertising
CB - The Consumer Decision Process
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

38. Cost of media buy/targeted audienceX1 - 000
Contests
Jury Tests
CPM-TM
Rebates

39. A positive bonus is promised rather than the removal or reduction of some negative situation. The 3 positively originated motives- sensory gratification - intellectual stimulation - & social approval
Rating
Positively originated (transformational) motives
CPM-TM
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)

40. Customer's perception of product/service; sometimes advertisers need to change those perceptions. As well as seller's perception of customer's needs - wants - objectives.
Reach
In-House Agencies
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Perception

41. What are the principles of design?
Regular price-line advertising
Brand loyalty
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
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

42. Ads that state the position of a company on an issue.
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
Nonpersonal influences on consumer behavior
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Advocacy

43. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Gross Ratings Points (GRPs)
STP Marketing (Segmenting - Targeting - Positioning)
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

44. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
CB - The Consumer Decision Process
Interpersonal influences on consumer behavior
Pioneering Institutional
Institutional Advertisements

45. 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
Frequently use the word 'you'
Horizontal cooperative advertising
Pioneering Institutional
Trade-Oriented Sales Promotions (Trade Promotions)

46. Three Approaches to Setting Advertising Schedules
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Print Media
Reach
Foreign Media

47. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Publicity Tools
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

48. Sales promotions that offer a discounted price to the consumer - which encourage trial.
creating a picture of the concept they want to convey
Case Allowance
Publicity Tools
Coupons

49. 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.
Positively originated (transformational) motives
CB - The Consumer Decision Process
1. Product Advertisements 2. Institutional Advertisements
Limited-Service Agency

50. 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'
Loyalty Programs
Case Allowance
1. Product Advertisements 2. Institutional Advertisements
Frequency