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Advertising

Instructions:

Answer 50 questions in 15 minutes.
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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. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Functions of Marketing research
Place-Based Media
Product Placement
Negatively originated (informational) motives

2. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Post-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
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Gross Ratings Points (GRPs)

3. Advertisements focused on selling a product or service
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
Media class
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Product Advertisements

4. 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
Reference groups
creating a picture of the concept they want to convey
Negatively originated (informational) motives
Unaided Recall

5. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
STP Marketing (Segmenting - Targeting - Positioning)
creating a picture of the concept they want to convey
Loyalty Programs
Pretests

6. Ads in magazines can be strategically placed in these places...
Point-of-Purchase Displays
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Rossiter & Percy's Fundamental Motives
Lead in paragraphs - interior paragraphs - trial close - and close

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

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8. The greater size of an ad illustration...
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
Market research
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

9. Affective Association

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10. Family - society - reference groups - opinion leaders
1. Product Advertisements 2. Institutional Advertisements
Foreign Media
Interpersonal influences on consumer behavior
Aided Recall

11. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Habits
Transit Advertising (Bus - taxi - and subway advertising)
Exchange
Maslow's hierarchy of needs theory of motivation based on unmet human needs

12. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Premiums
In-House Agencies
Positively originated (transformational) motives
Habits

13. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Clearance advertising (a special form of sale advertising)
Theater Tests
Reminder
Publicity Tools

14. The number of different people or households exposed to an ad.
Reach
Contests
Sweepstakes
Samples

15. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Digital Interactive Media
Reminder
Place-Based Media

16. People we try to emulate or whose approval concerns us
Exchange
Reference groups
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Nonpersonal influences on consumer behavior

17. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Message development - You must create a message that gets into the minds of the consumer and target audience
Frequently use the word 'you'
Consumer-Oriented Sales Promotions (Consumer Promotions)
Reminder Institutional

18. Markets are segmented - products are positioned
Segmenting
Regular price-line advertising
Direct Mail Advertising
Post-Tests

19. 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.
Attitude Tests
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
Continuity
audience - ad message itself - communications media - and the product concept

20. 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.
Outdoor Advertising (Billboard)
Classified Advertising
Jury Tests
1. Product Advertisements 2. Institutional Advertisements

21. Form - task - possession - time - place utility
Rating
Functional needs
Media class
Vertical cooperative advertising

22. Is an individual's openness or curiosity about a brand
Frequency
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)
Brand interest
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

23. Elements of an advertising message
Transit Advertising
Jury Tests
Direct Mail Advertising
audience - ad message itself - communications media - and the product concept

24. Visualization/conceptualization
Attitude Tests
Media class
creating a picture of the concept they want to convey
Premiums

25. Ads on the interior and exterior of busses - subways - and taxis.
Clearance advertising (a special form of sale advertising)
Transit Advertising
Pulse (Burst) Schedule
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)

26. Scare the consumer into action
Contests
Pulse (Burst) Schedule
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)
Portfolio Tests

27. How often new buyers enter the market to buy the product.
Jury Tests
Frequency
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
Buyer Turnover

28. Transform consumption experience
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
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
Product Advertising
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

29. The cost of reaching 1 - 000 individuals or households with the advertising message.
Perception
Message development - You must create a message that gets into the minds of the consumer and target audience
Product Placement
Cost per Thousand (CPM)

30. Advertising showing one brand's strengths relative to its competitors.
Comparative
Loyalty Programs
Frequently use the word 'you'
Competitive Institutional

31. What are the positives to newspapers as a form of mass media?
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
Theater Tests
Reach
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

32. 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.
Inquiry Tests
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
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Pioneering Institutional

33. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Brand loyalty
Place-Based Media
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
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

34. 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
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
Pioneering Institutional
Ones with fewer words

35. Placing items on sale and offering two-for-one specials of other deals
Continuous (Steady) Schedule
Frequency
Sales Advertising
Nonpersonal influences on consumer behavior

36. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Recency planning
Aided Recall
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
Maslow's hierarchy of needs theory of motivation based on unmet human needs

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

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38. Interactive online advertising.
Permission-Based Advertising
STP Marketing (Segmenting - Targeting - Positioning)
Gross Ratings Points (GRPs)
Rich Media

39. Link key attributes to the brand name
Rich Media
Consumer-Oriented Sales Promotions (Consumer Promotions)
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
Sweepstakes

40. Reach (% of total market) x Frequency
Sweepstakes
Gross Ratings Points (GRPs)
Institutional Advertising
Recency planning

41. Ads that state the position of a company on an issue.
Advocacy
Allowances and Discounts
Reachxfrequency
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

42. Duration of an advertising message or campaign over a given period of time - sustains memory
Gross Ratings Points (GRPs)
Product Advertisements
Allowances and Discounts
Continuity

43. The percentage of households in a market that are tuned to a particular TV/radio show.
Rating
Ad research
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
Maslow's hierarchy of needs theory of motivation based on unmet human needs

44. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Sounds that are familiar
Point-of-Purchase Displays
International Media

45. Ads that simply bring the company's name to the attention of its target market again.
Media vehicle
Pretests
Reminder Institutional
Participants in the marketing process

46. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
Regular price-line advertising
STP Marketing (Segmenting - Targeting - Positioning)
Outdoor Advertising (Billboard)

47. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Contests
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Product Advertising
Ad research

48. Three Common Discounts and Allowances
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Merchandise Allowance
Reminder
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate

49. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Media vehicle
Rebates
Direct Mail Advertising
Full-Service Agency

50. 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.
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Competitive Institutional
Reach
Case Allowance