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

2. Factors of Scheduling Advertising
cognitive dissonance
Theater Tests
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Post-Tests

3. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Aided Recall
Cooperative
Publicity Tools
Clearance advertising (a special form of sale advertising)

4. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
Product Advertisements
Advocacy
Reminder Institutional

5. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Recency planning
Utility
Opinion leaders
Marketing research

6. Joining together in a consistent manner everything that communicates with customers
Sweepstakes
Integrated Marketing Communications
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
Continuous (Steady) Schedule

7. Refers to the total number of different people or households exposed - at least once - to a medium in a certain amount of time - and effective reach is the quality of that exposure
Reach
Vertical cooperative advertising
Pulse (Burst) Schedule
Participants in the marketing process

8. The cost of reaching 1 - 000 individuals or households with the advertising message.
Portfolio Tests
Aided Recall
Cost per Thousand (CPM)
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

9. Tests used to test ad alternatives.
Portfolio Tests
Interpersonal influences on consumer behavior
Reminder
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

10. Situate the brand socially
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
Reference groups
Aided Recall
Functions of Marketing research

11. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Segmenting
Continuous (Steady) Schedule
Case Allowance
Transit Advertising

12. 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
Negatively originated (informational) motives
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
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

13. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Market research
Local Advertisers
Exchange
Reminder Institutional

14. 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
Rebates
Recency planning
Reference groups
Positively originated (transformational) motives

15. Cost of media buy/targeted audienceX1 - 000
Segmenting
Limited-Service Agency
Merchandise Allowance
CPM-TM

16. 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
CB - The Consumer Decision Process
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)
Full-Service Agency

17. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Participants in the marketing process
Gross Ratings Points (GRPs)
Sweepstakes
Direct Mail Advertising

18. 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
Rossiter & Percy's Fundamental Motives
Sounds that are familiar
Interpersonal influences on consumer behavior

19. Form - task - possession - time - place utility
Functional needs
Transit Advertising (Bus - taxi - and subway advertising)
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Contests

20. Ads that state the position of a company on an issue.
Advocacy
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Pioneering Institutional
Market research

21. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pioneering
Functional needs
audience - ad message itself - communications media - and the product concept
Full-Service Agency

22. Value of Promotion
Segmenting
Sweepstakes
Direct Mail Advertising
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

23. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Forgetting Rate
CPM
Pioneering
Electronic Media

24. Changing behavior by inducing anxiety
Cooperative
Reference groups
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
Recency planning

25. People we try to emulate or whose approval concerns us
Reference groups
Maslow's hierarchy of needs theory of motivation based on unmet human needs
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Aided Recall

26. 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.
CPM-TM
Unaided Recall
Allowances and Discounts
Product Advertising

27. What kind of ads are most often remembered?
Reach
cognitive dissonance
funny ads - but not always for the right reasons
Sweepstakes

28. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Institutional Advertising
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Aided Recall
Point-of-Purchase Displays

29. Recruit new customers - retain current customers - and regain lost customers
Flighting (Intermittent) Schedule
Purposes of Marketing research
Jury Tests
Samples

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

31. Gross rating points =
Reachxfrequency
Reference groups
Cost per Thousand (CPM)
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

32. What are the kinds of copy you can have in an ad?
Positively originated (transformational) motives
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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Functional needs

33. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Market research
Consumer-Oriented Sales Promotions (Consumer Promotions)
Nonpersonal influences on consumer behavior
Purposes of Marketing research

34. The more frequently a product is purchased - the less repetition is required.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Habits
Buyer Turnover
Purchase Frequency

35. What are the positives to newspapers as a form of mass media?
Point-of-Purchase Displays
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
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)
Local Advertisers

36. Is an individual's openness or curiosity about a brand
Transit Advertising
Brand interest
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Rating

37. Approaches to Post-Testing
kickers - boldface and italics
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Segmenting
Finance Allowance

38. A discount on each case ordered during a specific time period.
Ad research
Case Allowance
Rebates
Premiums

39. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Brand interest
Electronic Media
Ad research
Forgetting Rate

40. What are the types of headlines?
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
Frequently use the word 'you'
Attitude Tests
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

41. Is our acquired mental position regarding some idea or object
Sounds that are familiar
Attitudes
Rebates
Portfolio Tests

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.
Transit Advertising (Bus - taxi - and subway 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
Attitude Tests
Comparative

43. Ads that simply bring the company's name to the attention of its target market again.
Participants in the marketing process
Reminder Institutional
Post-Tests
Horizontal cooperative advertising

44. Link key attributes to the brand name
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
Participants in the marketing process
Allowances and Discounts
International Media

45. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Loyalty Programs
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
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces

46. Merchandise offered free or at a significant discount.
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
Sounds that are familiar
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Premiums

47. 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
Rich Media
Samples
Negatively originated (informational) motives

48. 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.
Competitive Institutional
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
the more audience attention
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

49. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
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
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
Merchandise Allowance
Post-Tests

50. Types of Publicity Tools
Ad research
Cooperative Advertising
Trade-Oriented Sales Promotions (Trade Promotions)
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)