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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. 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.
Regular price-line advertising
Classified Advertising
Jury Tests
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate

2. Ads that state the position of a company on an issue.
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
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
Advocacy

3. What are the kinds of copy you can have in an ad?
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Utility
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
bleed pages - inserts - covers - front - inside front - inside back - and outside back

4. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Ones with fewer words
Cost per Thousand (CPM)
Inquiry Tests
Product Placement

5. Allow the audience to participate actively & immediately
Post-Tests
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
Digital Interactive Media
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

6. Changing behavior by inducing anxiety
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
Print Media
Allowances and Discounts
Competitive

7. The greater size of an ad illustration...
the more audience attention
Point-of-Purchase Displays
Sweepstakes
Exchange

8. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
Outdoor Advertising (Billboard)
Portfolio Tests
thumbnails - roughs - dummies - comprehensives (elaborate draft)

9. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now

10. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Print Media
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Comparative
Case Allowance

11. Consumer needs - product development - assess effectiveness - financial planning and quality control
Vertical cooperative advertising
Clearance advertising (a special form of sale advertising)
Functions of Marketing research
Point-of-Purchase Displays

12. 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.
Premiums
Rossiter & Percy's Fundamental Motives
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Limited-Service Agency

13. Situate the brand socially
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
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
Coupons
Trade-Oriented Sales Promotions (Trade Promotions)

14. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Frequency
Reach
Institutional Advertisements
Ad research

15. Some methods for scheduling media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Case Allowance
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

16. A discount on each case ordered during a specific time period.
Continuous (Steady) Schedule
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
Case Allowance
Functional needs

17. Informs consumers about services or merchandise offered at regular prices
Foreign Media
funny ads - but not always for the right reasons
Regular price-line advertising
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

18. Three Common Discounts and Allowances
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Rossiter & Percy's Fundamental Motives
Purchase Frequency

19. Types of Advertisements
1. Product Advertisements 2. Institutional Advertisements
Flighting (Intermittent) Schedule
Continuous (Steady) Schedule
Regular price-line advertising

20. What do the most effective radio commercials use?
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Sounds that are familiar
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
Inquiry Tests

21. Where viewers agree to watch a commercial online in exchange for points - samples - or access to premium content - and advertisers only pay for completed views.
Participants in the marketing process
Permission-Based Advertising
Pioneering
Jury Tests

22. What does the layout of an ad consist of?
Integrated Marketing Communications
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Buyer Turnover
Functions of Marketing research

23. Ads in magazines can be strategically placed in these places...
funny ads - but not always for the right reasons
Rating
Pioneering Institutional
bleed pages - inserts - covers - front - inside front - inside back - and outside back

24. Information gathered about a particular market or market segment
Recency planning
Market research
Product Advertising
Loyalty Programs

25. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Pulse (Burst) Schedule
CB - The Consumer Decision Process
Finance Allowance
Reference groups

26. Is our acquired mental position regarding some idea or object
Utility
Attitudes
Post-Tests
Sweepstakes

27. Markets are segmented - products are positioned
Print Media
Competitive
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
Segmenting

28. Influencing the brand choice of consumers who are 'ready to buy'
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Product Placement
Jury Tests
Recency planning

29. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Sweepstakes
Message development - You must create a message that gets into the minds of the consumer and target audience
Utility
Brand loyalty

30. Party Responsible for Carrying Out Advertising Program
creating a picture of the concept they want to convey
Institutional Advertisements
STP Marketing (Segmenting - Targeting - Positioning)
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

31. People we try to emulate or whose approval concerns us
Message development - You must create a message that gets into the minds of the consumer and target audience
Reference groups
Aided Recall
Rebates

32. Three Approaches to Setting Advertising Schedules
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Reach
funny ads - but not always for the right reasons
Positively originated (transformational) motives

33. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
CPM-TM
Allowances and Discounts

34. Duration of an advertising message or campaign over a given period of time - sustains memory
Continuity
Purchase Frequency
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Aided Recall

35. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Marketing research
Media class
Theater Tests
BDI (Brand development index)

36. Time - place of sale - environment
Continuity
Purposes of Marketing research
Nonpersonal influences on consumer behavior
Frequently use the word 'you'

37. Gross rating points =
Post-Tests
Message development - You must create a message that gets into the minds of the consumer and target audience
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Reachxfrequency

38. 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.
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
Perception
Pioneering
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

39. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Post-Tests
Direct Mail Advertising
Brand interest
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

40. Studies such as controlled experiments and consumer purchase tests.
Recency planning
Horizontal cooperative advertising
creating a picture of the concept they want to convey
Sales Tests

41. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Direct Mail Advertising
Competitive
funny ads - but not always for the right reasons
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

42. Elements of an advertising message
CPM
audience - ad message itself - communications media - and the product concept
Rossiter & Percy's Fundamental Motives
Sales Advertising

43. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
funny ads - but not always for the right reasons
Unaided Recall
Brand loyalty

44. What are the standard subjects for ad visuals?
Product Advertisements
Outdoor Advertising (Billboard)
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
Frequently use the word 'you'

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.
Contests
Attitude Tests
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
Jury Tests

46. What are the positives to newspapers as a form of mass media?
Message development - You must create a message that gets into the minds of the consumer and target audience
Attitudes
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
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

47. Cost of media buy/targeted audienceX1 - 000
Segmenting
Inquiry Tests
Cooperative Advertising
CPM-TM

48. 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
Product Placement
Clearance advertising (a special form of sale advertising)
Reach
Portfolio Tests

49. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Full-Service Agency
Reach
Market research
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate

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'
Frequency
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
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
Finance Allowance