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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. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
the more audience attention
Merchandise Allowance
Premiums
Finance Allowance

2. Forms of Product Advertising
Competitive Institutional
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
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Maslow's hierarchy of needs theory of motivation based on unmet human needs

3. 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
Opinion leaders
Utility
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

4. Studies such as controlled experiments and consumer purchase tests.
STP Marketing (Segmenting - Targeting - Positioning)
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
Media class
Sales Tests

5. What are the principles of design?
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
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
Comparative
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

6. 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
Participants in the marketing process
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
Coupons

7. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
1. Product Advertisements 2. Institutional Advertisements
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Habits
Cooperative Advertising

8. What are the kinds of copy you can have in an ad?
Brand loyalty
funny ads - but not always for the right reasons
Cost per Thousand (CPM)
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

9. Joining together in a consistent manner everything that communicates with customers
Transit Advertising (Bus - taxi - and subway advertising)
Integrated Marketing Communications
audience - ad message itself - communications media - and the product concept
Exchange

10. Is the products ability to satisfy both functional needs & symbolic wants
Cooperative
Regular price-line advertising
CB - The Consumer Decision Process
Utility

11. Advertising used to reinforce previous knowledge of a product.
Reminder
Cost per Thousand (CPM)
Trade-Oriented Sales Promotions (Trade Promotions)
Place-Based Media

12. A positive bonus is promised rather than the removal or reduction of some negative situation. The 3 positively originated motives- sensory gratification - intellectual stimulation - & social approval
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Continuity
Message development - You must create a message that gets into the minds of the consumer and target audience
Positively originated (transformational) motives

13. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Electronic Media
Consumer-Oriented Sales Promotions (Consumer Promotions)
Market research
creating a picture of the concept they want to convey

14. Transform consumption experience
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
Message development - You must create a message that gets into the minds of the consumer and target audience
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Forgetting Rate

15. Factors of Scheduling Advertising
Rebates
Foreign Media
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
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

16. Scare the consumer into action
Aided Recall
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)
Perception
Lead in paragraphs - interior paragraphs - trial close - and close

17. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Publicity Tools
Participants in the marketing process
Regular price-line advertising
Brand loyalty

18. Party Responsible for Carrying Out Advertising Program
BDI (Brand development index)
Lead in paragraphs - interior paragraphs - trial close - and close
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Contests

19. Offering the product free or at a greatly reduced price.
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
Samples
International Media
Rating

20. Ads that state the position of a company on an issue.
Advocacy
Coupons
Vertical cooperative advertising
Foreign Media

21. Recruit new customers - retain current customers - and regain lost customers
Product Advertisements
Consumer-Oriented Sales Promotions (Consumer Promotions)
Place-Based Media
Purposes of Marketing research

22. Gross rating points =
Attitude Tests
Reachxfrequency
Horizontal cooperative advertising
Pulse (Burst) Schedule

23. What are the standard subjects for ad visuals?
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
Digital Interactive Media
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
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

24. Reach (% of total market) x Frequency
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
Gross Ratings Points (GRPs)
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

25. Advertising showing one brand's strengths relative to its competitors.
International Media
Sales Tests
Perception
Comparative

26. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising
Cooperative Advertising
Recency planning
BDI (Brand development index)

27. The more frequently a product is purchased - the less repetition is required.
Merchandise Allowance
Point-of-Purchase Displays
Ad research
Purchase Frequency

28. The number of different people or households exposed to an ad.
Frequently use the word 'you'
Market research
Reach
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

29. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Continuity
Electronic Media
Media vehicle
Digital Interactive Media

30. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CPM
Post-Tests
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

31. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Merchandise Allowance
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
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Continuous (Steady) Schedule

32. Questions such as "What ads do you remember watching yesterday?" is asked of respondents without any prompting to determine whether they saw or heard advertising messages.
Unaided Recall
Flighting (Intermittent) Schedule
Purchase Frequency
Participants in the marketing process

33. Affective Association

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34. Approaches to Post-Testing
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Reachxfrequency
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Merchandise Allowance

35. 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.
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
Pretests
Utility
BDI (Brand development index)

36. What are the types of Formatting the Body Copy?
Pioneering Institutional
creating a picture of the concept they want to convey
Samples
Lead in paragraphs - interior paragraphs - trial close - and close

37. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Rossiter & Percy's Fundamental Motives
Case Allowance
Opinion leaders
Comparative

38. 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.
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Post-Tests
the more audience attention
Competitive Institutional

39. Three Approaches to Setting Advertising Schedules
Consumer-Oriented Sales Promotions (Consumer Promotions)
cognitive dissonance
Exchange
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule

40. People we try to emulate or whose approval concerns us
Reference groups
Rich Media
Post-Tests
Place-Based Media

41. 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.
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
Limited-Service Agency
Media vehicle
Participants in the marketing process

42. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
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
Exchange
Publicity Tools

43. Placing items on sale and offering two-for-one specials of other deals
Sales Advertising
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
Institutional Advertising
Ones with fewer words

44. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Competitive Institutional
Market research
CB - The Consumer Decision Process
Coupons

45. Is our acquired mental position regarding some idea or object
Gross Ratings Points (GRPs)
Rating
Pioneering Institutional
Attitudes

46. What are the function of headlines?
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
Continuous (Steady) Schedule
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Reminder

47. Form - task - possession - time - place utility
Functional needs
Digital Interactive Media
Place-Based Media
Electronic Media

48. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Flighting (Intermittent) Schedule
kickers - boldface and italics
Competitive Institutional
CPM-TM

49. Visualization/conceptualization
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
STP Marketing (Segmenting - Targeting - Positioning)
creating a picture of the concept they want to convey
International Media

50. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Product Advertisements
Finance Allowance
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