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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. Made up of the company's own advertising staff. They may provide full services or limited services.
the more audience attention
In-House Agencies
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Negatively originated (informational) motives

2. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Flighting (Intermittent) Schedule
Print Media
Loyalty Programs
Limited-Service Agency

3. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Flighting (Intermittent) Schedule
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Perception
Market research

4. Ads that state the position of a company on an issue.
Media vehicle
Advocacy
Reminder Institutional
Rebates

5. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
funny ads - but not always for the right reasons
Full-Service Agency
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Contests

6. Gross rating points =
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
CPM-TM
audience - ad message itself - communications media - and the product concept
Reachxfrequency

7. What are the kinds of copy you can have in an ad?
Exchange
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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
Ad research

8. 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
Case Allowance
Media vehicle
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Electronic Media

9. Cost of media buy/targeted audienceX1 - 000
Aided Recall
CPM-TM
Permission-Based Advertising
Competitive Institutional

10. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
cognitive dissonance
Product Placement
Purposes of Marketing research
Sounds that are familiar

11. Displays that take the form of an advertising sign in high traffic areas of store aisles.
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Point-of-Purchase Displays
Case Allowance
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder

12. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Place-Based Media
Frequently use the word 'you'
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)
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

13. Party Responsible for Carrying Out Advertising Program
Sounds that are familiar
CPM-TM
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

14. Advertising showing one brand's strengths relative to its competitors.
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Comparative
Outdoor Advertising (Billboard)
Interpersonal influences on consumer behavior

15. Affective Association

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16. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Transit Advertising
CPM-TM
Brand interest

17. Ads that simply bring the company's name to the attention of its target market again.
Merchandise Allowance
Reminder Institutional
STP Marketing (Segmenting - Targeting - Positioning)
the more audience attention

18. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
bleed pages - inserts - covers - front - inside front - inside back - and outside back
cognitive dissonance
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
International Media

19. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.

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20. Placing items on sale and offering two-for-one specials of other deals
Sales Advertising
Integrated Marketing Communications
Media vehicle
CPM

21. Three Common Discounts and Allowances
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
Unaided Recall
Buyer Turnover
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

22. Advertisements focused on selling a product or service
Vertical cooperative advertising
Product Advertisements
Regular price-line advertising
Foreign Media

23. Informs consumers about services or merchandise offered at regular prices
Regular price-line advertising
Product Advertisements
Frequency
CPM

24. Consumer needs - product development - assess effectiveness - financial planning and quality control
Consumer-Oriented Sales Promotions (Consumer Promotions)
Functions of Marketing research
Point-of-Purchase Displays
Positively originated (transformational) motives

25. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Cooperative
CB - The Consumer Decision Process
Sounds that are familiar
Loyalty Programs

26. Stages of ad development
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Advocacy
Flighting (Intermittent) Schedule
CPM

27. Is the products ability to satisfy both functional needs & symbolic wants
Utility
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Sweepstakes
Loyalty Programs

28. What are the function of headlines?
Functions of Marketing research
Exchange
Classified 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

29. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Pulse (Burst) Schedule
STP Marketing (Segmenting - Targeting - Positioning)
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Reach

30. Types of Advertisements
Lead in paragraphs - interior paragraphs - trial close - and close
In-House Agencies
1. Product Advertisements 2. Institutional Advertisements
Local Advertisers

31. Where is the advertising and brand battle won or lost?
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Opinion leaders
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Message development - You must create a message that gets into the minds of the consumer and target audience

32. Recruit new customers - retain current customers - and regain lost customers
Ad research
Samples
Continuous (Steady) Schedule
Purposes of Marketing research

33. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Participants in the marketing process
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
Pretests
Theater Tests

34. 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.
Competitive Institutional
Frequently use the word 'you'
Utility
Lead in paragraphs - interior paragraphs - trial close - and close

35. Factors of Scheduling Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Purposes of Marketing research
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
Positively originated (transformational) motives

36. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
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
Participants in the marketing process
1. Product Advertisements 2. Institutional Advertisements
Purchase Frequency

37. What kinds of ads resonate more?
Ones with fewer words
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Trade-Oriented Sales Promotions (Trade Promotions)
Positively originated (transformational) motives

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

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39. The feelings of doubt and concern after a purchase is made. dissonance increases when: (1) the purchase price is high (2) there are many close alternatives (3) the item is intangible (4) the purchase is important (5) the item purchased lasts a long
Digital Interactive Media
Sales Tests
Deals
cognitive dissonance

40. What are the positives to newspapers as a form of mass media?
Theater 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
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Sounds that are familiar

41. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Opinion leaders
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)
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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

42. What are the types of headlines?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Rating
Consumer-Oriented Sales Promotions (Consumer Promotions)

43. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Full-Service Agency
Institutional Advertisements
STP Marketing (Segmenting - Targeting - Positioning)
Competitive

44. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Allowances and Discounts
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
Functional needs
Ones with fewer words

45. Forms of Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
cognitive dissonance
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
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

46. 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'
Media vehicle
Inquiry Tests
Frequency
Utility

47. Form - task - possession - time - place utility
Market research
Functional needs
Transit Advertising (Bus - taxi - and subway advertising)
Classified Advertising

48. 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
CPM
CB - The Consumer Decision Process
Advocacy
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important

49. The greater size of an ad illustration...
Advocacy
Ad research
CB - The Consumer Decision Process
the more audience attention

50. Allow the audience to participate actively & immediately
Digital Interactive 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
Coupons
Rossiter & Percy's Fundamental Motives