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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. Common Advertising Appeals
Reminder Institutional
Vertical cooperative advertising
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Point-of-Purchase Displays

2. Sales promotions that require participants to submit some kind of entry but are purely games of chance requiring no analytical or creative effort by the consumer.
Rating
audience - ad message itself - communications media - and the product concept
Sweepstakes
Coupons

3. Affective Association

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4. What does the layout of an ad consist of?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Reachxfrequency
Point-of-Purchase Displays
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

5. Factors of Scheduling Advertising
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
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Publicity Tools
Lead in paragraphs - interior paragraphs - trial close - and close

6. The percentage of households in a market that are tuned to a particular TV/radio show.
Competitive Institutional
Rating
International Media
Permission-Based Advertising

7. Gathering - recording - and analyzing new information to help managers make marketing decisions
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Marketing research
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Pulse (Burst) Schedule

8. Where is the advertising and brand battle won or lost?
Direct Mail Advertising
Message development - You must create a message that gets into the minds of the consumer and target audience
Product Placement
Electronic Media

9. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Rossiter & Percy's Fundamental Motives
Attitudes
Ad research
Vertical cooperative advertising

10. What are the function of headlines?
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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
Unaided Recall
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

11. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Consumer-Oriented Sales Promotions (Consumer Promotions)
STP Marketing (Segmenting - Targeting - Positioning)
Deals
Merchandise Allowance

12. Information gathered about a particular market or market segment
CPM
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
Institutional Advertisements
Market research

13. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Reminder Institutional
Coupons
kickers - boldface and italics
Market research

14. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
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: 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
Brand loyalty
Local Advertisers

15. In the newspaper for many reasons: to locate and recruit new employees - offer services (such as those of an employment agency or business opportunity broker) - or sell or lease merchandise (such as cars - real estate - and office equipment)
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Buyer Turnover
Foreign Media
Classified Advertising

16. 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
Horizontal cooperative advertising
Recency planning
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
Loyalty Programs

17. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Maslow's hierarchy of needs theory of motivation based on unmet human needs
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Theater Tests
Sales Tests

18. 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
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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
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
Electronic Media

19. Influencing the brand choice of consumers who are 'ready to buy'
Pioneering Institutional
Recency planning
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
International Media

20. 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
BDI (Brand development index)
Cooperative Advertising
Portfolio Tests
CB - The Consumer Decision Process

21. Situate the brand socially
Classified Advertising
Frequency
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
audience - ad message itself - communications media - and the product concept

22. Recruit new customers - retain current customers - and regain lost customers
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Digital Interactive Media
Purposes of Marketing research
Allowances and Discounts

23. Persuade the customer
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
1. Product Advertisements 2. Institutional Advertisements
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Utility

24. Simply the percentage of homes exposed to an advertising media
Rating
Trade-Oriented Sales Promotions (Trade Promotions)
STP Marketing (Segmenting - Targeting - Positioning)
Continuous (Steady) Schedule

25. 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.
Brand interest
Attitudes
Habits
Jury Tests

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

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27. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Flighting (Intermittent) Schedule
Finance Allowance
Loyalty Programs
Trade-Oriented Sales Promotions (Trade Promotions)

28. Joining together in a consistent manner everything that communicates with customers
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
Integrated Marketing Communications
Interpersonal influences on consumer behavior
CPM-TM

29. Gross rating points =
Cost per Thousand (CPM)
Integrated Marketing Communications
Reachxfrequency
Finance Allowance

30. Is our acquired mental position regarding some idea or object
Functional needs
Cost per Thousand (CPM)
Attitudes
Merchandise Allowance

31. 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.
Perception
Lead in paragraphs - interior paragraphs - trial close - and close
Rich Media
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

32. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Ad research
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Allowances and Discounts
Brand loyalty

33. What are the types of subheads?
Cooperative Advertising
Direct Mail Advertising
CPM-TM
kickers - boldface and italics

34. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Segmenting
Cooperative Advertising
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
Allowances and Discounts

35. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Publicity Tools
Integrated Marketing Communications
Brand loyalty
creating a picture of the concept they want to convey

36. 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
1. Product Advertisements 2. Institutional Advertisements
Integrated Marketing Communications
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)

37. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Foreign Media
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Integrated Marketing Communications
STP Marketing (Segmenting - Targeting - Positioning)

38. Consumer needs - product development - assess effectiveness - financial planning and quality control
Functions of Marketing 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
Reachxfrequency
Unaided Recall

39. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Maslow's hierarchy of needs theory of motivation based on unmet human needs
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Print Media
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

40. What are the standard subjects for ad visuals?
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
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
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
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

41. Tests used to test ad alternatives.
the more audience attention
Portfolio Tests
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
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

42. Offering the product free or at a greatly reduced price.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Reach
Regular price-line advertising
Samples

43. Advertising showing one brand's strengths relative to its competitors.
Brand interest
Frequency
Comparative
Publicity Tools

44. Content advertising
Print Media
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
the more audience attention

45. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Brand interest
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
Rebates

46. Promotes a specific product or service and stimulates short term action while building awareness of the business
Clearance advertising (a special form of sale advertising)
Continuous (Steady) Schedule
creating a picture of the concept they want to convey
Product Advertising

47. Some methods for scheduling media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Maslow's hierarchy of needs theory of motivation based on unmet human needs
CB - The Consumer Decision Process
Attitudes

48. 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
Electronic Media
Ones with fewer words
Message development - You must create a message that gets into the minds of the consumer and target audience

49. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Market research
Horizontal cooperative advertising
Marketing research
Finance Allowance

50. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Brand loyalty
Sounds that are familiar
Exchange
Merchandise Allowance