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Advertising

Instructions:

Answer 50 questions in 15 minutes.
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Match each statement with the correct term.
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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. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
Reachxfrequency
Negatively originated (informational) motives
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder

2. Studies such as controlled experiments and consumer purchase tests.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Negatively originated (informational) motives
Sales Tests
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

3. Gross rating points =
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Purposes of Marketing research
Participants in the marketing process
Reachxfrequency

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

5. Types of Advertisements
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. Product Advertisements 2. Institutional Advertisements
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

6. Cost of media buy/targeted audienceX1 - 000
Nonpersonal influences on consumer behavior
Merchandise Allowance
CPM-TM
Classified Advertising

7. Influencing the brand choice of consumers who are 'ready to buy'
Samples
Recency planning
the more audience attention
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

8. Placing items on sale and offering two-for-one specials of other deals
Sales Advertising
Message development - You must create a message that gets into the minds of the consumer and target audience
Full-Service Agency
Comparative

9. Is the products ability to satisfy both functional needs & symbolic wants
CPM
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Utility
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

10. 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
Theater Tests
Aided Recall
Horizontal cooperative advertising
Local Advertisers

11. Changing behavior by inducing anxiety
Foreign Media
Point-of-Purchase Displays
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
Post-Tests

12. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Regular price-line advertising
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Brand interest
Full-Service Agency

13. What kind of ads are most often remembered?
funny ads - but not always for the right reasons
Integrated Marketing Communications
Rossiter & Percy's Fundamental Motives
CPM

14. Information gathered about a particular market or market segment
Market research
cognitive dissonance
Publicity Tools
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now

15. Is our acquired mental position regarding some idea or object
Frequency
Attitudes
Reach
Inquiry Tests

16. What kinds of ads resonate more?
Rossiter & Percy's Fundamental Motives
Allowances and Discounts
1. Product Advertisements 2. Institutional Advertisements
Ones with fewer words

17. Advertising that promotes a specific brand's features and benefits.
Media vehicle
Competitive
Merchandise Allowance
thumbnails - roughs - dummies - comprehensives (elaborate draft)

18. Advertising showing one brand's strengths relative to its competitors.
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Comparative
Trade-Oriented Sales Promotions (Trade Promotions)

19. Stages of ad development
Horizontal cooperative advertising
Outdoor Advertising (Billboard)
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Post-Tests

20. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Foreign Media
Aided Recall
Habits
Finance Allowance

21. Merchandise offered free or at a significant discount.
Premiums
the more audience attention
Transit Advertising (Bus - taxi - and subway advertising)
In-House Agencies

22. Some methods for scheduling media
Pioneering
CPM
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Rating

23. Visualization/conceptualization
creating a picture of the concept they want to convey
Purchase Frequency
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Consumer-Oriented Sales Promotions (Consumer Promotions)

24. Advertisements focused on selling a product or service
Frequency
Media vehicle
Product Advertisements
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

25. Persuade the customer
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
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
Recency planning
thumbnails - roughs - dummies - comprehensives (elaborate draft)

26. Scare the consumer into action
Buyer Turnover
Samples
Rating
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)

27. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Jury Tests
Point-of-Purchase Displays
Recency planning
Marketing research

28. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Place-Based Media
Rich Media
Reminder Institutional

29. What are the types of subheads?
Post-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
kickers - boldface and italics
Place-Based Media

30. What are the principles of design?
Clearance advertising (a special form of sale advertising)
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
Publicity Tools
Ones with fewer words

31. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Continuity
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Product Placement

32. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Local Advertisers
Product Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Deals

33. Advertising used to reinforce previous knowledge of a product.
Reminder
Forgetting Rate
Finance Allowance
Institutional Advertisements

34. Informs consumers about services or merchandise offered at regular prices
Regular price-line advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
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
Vertical cooperative advertising

35. The manufacturer provides the complete ads & shares the cost of the advertising time or space
STP Marketing (Segmenting - Targeting - Positioning)
Marketing research
Vertical cooperative advertising
Pretests

36. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cost per Thousand (CPM)
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Rating
Nonpersonal influences on consumer behavior

37. 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
Place-Based Media
Reach
CB - The Consumer Decision Process
Functional needs

38. 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.
Ad research
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Inquiry Tests
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

39. 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.
the more audience attention
Pretests
Classified Advertising
Perception

40. Three Common Discounts and Allowances
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Functional needs
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

41. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Outdoor Advertising (Billboard)
Sounds that are familiar
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
creating a picture of the concept they want to convey

42. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Regular price-line advertising
Classified Advertising
Opinion leaders
Negatively originated (informational) motives

43. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Premiums
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
Competitive Institutional
Theater Tests

44. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
Permission-Based Advertising
Transit Advertising (Bus - taxi - and subway advertising)
Aided Recall

45. Family - society - reference groups - opinion leaders
Samples
Continuity
Rating
Interpersonal influences on consumer behavior

46. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Pioneering Institutional
Frequency
Cooperative Advertising
Electronic Media

47. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Ad research
International Media
Coupons
Post-Tests

48. Types of Publicity Tools
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Cooperative
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

49. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Ad research
Reminder Institutional

50. Interactive online advertising.
Rich Media
Recency planning
CPM
Exchange

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