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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. Recruit new customers - retain current customers - and regain lost customers
Publicity Tools
Horizontal cooperative advertising
Purposes of Marketing research
Coupons

2. Situate the brand socially
Ones with fewer words
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
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
Reach

3. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Integrated Marketing Communications
Jury Tests
Publicity Tools
Full-Service Agency

4. 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
Portfolio Tests
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
Clearance advertising (a special form of sale advertising)
Product Placement

5. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Point-of-Purchase Displays
Reminder Institutional
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Participants in the marketing process

6. Persuade the customer
Transit Advertising
Permission-Based Advertising
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

7. 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.
Outdoor Advertising (Billboard)
Pretests
Local Advertisers
Consumer-Oriented Sales Promotions (Consumer Promotions)

8. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Sales Advertising
Direct Mail Advertising
Forgetting Rate
Exchange

9. Advertising used to reinforce previous knowledge of a product.
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
Reminder
Coupons
Attitudes

10. Reimbursing a retailer for extra in-store support or special featuring of the brand.
audience - ad message itself - communications media - and the product concept
Continuity
Merchandise Allowance
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

11. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
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
Aided Recall
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

12. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
audience - ad message itself - communications media - and the product concept
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)
Digital Interactive Media
Loyalty Programs

13. Some methods for scheduling media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
CB - The Consumer Decision Process
Ones with fewer words
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

14. Visualization/conceptualization
creating a picture of the concept they want to convey
Media vehicle
Comparative
Classified Advertising

15. Ads in magazines can be strategically placed in these places...
Sounds that are familiar
Opinion leaders
bleed pages - inserts - covers - front - inside front - inside back - and outside back
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

16. The number of different people or households exposed to an ad.
Reach
kickers - boldface and italics
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Negatively originated (informational) motives

17. Informs consumers about services or merchandise offered at regular prices
Brand interest
Rating
Regular price-line advertising
Buyer Turnover

18. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Integrated Marketing Communications
Recency planning
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
International Media

19. 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
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Electronic Media
kickers - boldface and italics
Brand interest

20. Affective Association

21. Transform consumption experience
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Reference groups
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
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

22. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Outdoor Advertising (Billboard)
kickers - boldface and italics
Rich Media
Cooperative

23. Placing items on sale and offering two-for-one specials of other deals
Pioneering Institutional
Cooperative Advertising
Continuity
Sales Advertising

24. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Samples
Marketing research
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)

25. What does the layout of an ad consist of?
Direct Mail Advertising
Reach
Message development - You must create a message that gets into the minds of the consumer and target audience
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

26. Is an individual's openness or curiosity about a brand
Reminder Institutional
Pioneering Institutional
Print Media
Brand interest

27. Time - place of sale - environment
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Deals
Finance Allowance
Nonpersonal influences on consumer behavior

28. The most common energizers of consumer behavior - such as a problem removal or problem avoidance. The consumer actively seeks information to reduce the mental state
Negatively originated (informational) 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
Allowances and Discounts
Participants in the marketing process

29. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Participants in the marketing process
Institutional Advertising
Brand interest
Comparative

30. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Outdoor Advertising (Billboard)
cognitive dissonance
Consumer-Oriented Sales Promotions (Consumer Promotions)
CPM-TM

31. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
1. Product Advertisements 2. Institutional Advertisements
Coupons
Functional needs
Place-Based Media

32. 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'
Recency planning
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
Frequency
Pretests

33. Advertisements focused on selling a product or service
Advocacy
Product Advertisements
Segmenting
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

34. What are the kinds of copy you can have in an ad?
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
Product Advertisements
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Clearance advertising (a special form of sale advertising)

35. Forms of Institutional Advertisements
Message development - You must create a message that gets into the minds of the consumer and target audience
STP Marketing (Segmenting - Targeting - Positioning)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Positively originated (transformational) motives

36. Ads that simply bring the company's name to the attention of its target market again.
Electronic Media
Competitive
Portfolio Tests
Reminder Institutional

37. Ads that state the position of a company on an issue.
Advocacy
Participants in the marketing process
Integrated Marketing Communications
CPM

38. Three Approaches to Setting Advertising Schedules
Place-Based Media
Utility
Finance Allowance
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

39. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Rebates
CPM
Competitive Institutional
Transit Advertising (Bus - taxi - and subway advertising)

40. Information gathered about a particular market or market segment
Loyalty Programs
Frequency
Market research
Comparative

41. Changing behavior by inducing anxiety
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Brand loyalty
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
Coupons

42. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Allowances and Discounts
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
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
Inquiry Tests

43. Tests used to test ad alternatives.
Portfolio Tests
Frequently use the word 'you'
Consumer-Oriented Sales Promotions (Consumer Promotions)
Rich Media

44. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Limited-Service Agency
Transit Advertising (Bus - taxi - and subway advertising)
funny ads - but not always for the right reasons
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

45. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Flighting (Intermittent) Schedule
Pulse (Burst) Schedule
Sounds that are familiar
Vertical cooperative advertising

46. Approaches to Post-Testing
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
creating a picture of the concept they want to convey
Classified Advertising

47. What are the function of headlines?
Case Allowance
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
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)
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

48. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Post-Tests
Continuous (Steady) Schedule
Continuity
Reminder

49. Simply the percentage of homes exposed to an advertising media
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
cognitive dissonance
Permission-Based Advertising
Rating

50. The speed which buyers forget the brand if advertising is not seen.
Forgetting Rate
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Coupons
Opinion leaders