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. What kinds of ads resonate more?
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
Ones with fewer words
Theater Tests
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy


2. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Frequency
Full-Service Agency
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
Functional needs


3. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Deals
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Horizontal cooperative advertising
Exchange


4. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
Lead in paragraphs - interior paragraphs - trial close - and close
Purchase Frequency
Reminder Institutional


5. Interactive online advertising.
Case Allowance
Rich 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
audience - ad message itself - communications media - and the product concept


6. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Advocacy
Ad research
Direct Mail Advertising
Segmenting


7. What do the most effective radio commercials use?
Sounds that are familiar
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
funny ads - but not always for the right reasons
Media vehicle


8. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
CB - The Consumer Decision Process
Portfolio Tests
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
Participants in the marketing process


9. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Foreign Media
kickers - boldface and italics
Print Media
Reach


10. 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.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Limited-Service Agency
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. Merchandise Allowance 2. Case Allowance 3. Finance Allowance


11. Allow the audience to participate actively & immediately
Digital Interactive Media
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
1. Product Advertisements 2. Institutional Advertisements
Brand loyalty


12. What are the standard subjects for ad visuals?
International Media
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Sounds that are familiar
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


13. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Pioneering
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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


14. Reach (% of total market) x Frequency
Coupons
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
Gross Ratings Points (GRPs)
Consumer-Oriented Sales Promotions (Consumer Promotions)


15. 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.
Sweepstakes
Portfolio Tests
Samples
Contests


16. Time - place of sale - environment
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Reminder Institutional
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
Nonpersonal influences on consumer behavior


17. 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
Theater Tests
Finance Allowance
Institutional Advertisements
Positively originated (transformational) motives


18. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Pioneering Institutional
Pulse (Burst) Schedule
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
Rebates


19. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Merchandise Allowance
Media class
Loyalty Programs
Segmenting


20. Three Common Trade-Oriented Sales Promotions (Trade Promotions)

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21. Made up of the company's own advertising staff. They may provide full services or limited services.
Pioneering
In-House Agencies
Nonpersonal influences on consumer behavior
Direct Mail Advertising


22. Define the brand image
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Flighting (Intermittent) Schedule
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Market research


23. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Habits
1. Product Advertisements 2. Institutional Advertisements
Product Placement
Electronic Media


24. Types of audience resonance

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25. The manufacturer provides the complete ads & shares the cost of the advertising time or space
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
kickers - boldface and italics
Vertical cooperative advertising
Reference groups


26. How often new buyers enter the market to buy the product.
Buyer Turnover
Clearance advertising (a special form of sale advertising)
CPM
Ones with fewer words


27. What kind of ads are most often remembered?
funny ads - but not always for the right reasons
Direct Mail Advertising
Participants in the marketing process
Frequency


28. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Finance Allowance
Rebates
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
Institutional Advertisements


29. Three Approaches to Setting Advertising Schedules
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Reach
Jury Tests
Marketing research


30. Offering the product free or at a greatly reduced price.
the more audience attention
Institutional Advertisements
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Samples


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

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32. Affective Association

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33. Simply the percentage of homes exposed to an advertising media
Inquiry Tests
Institutional Advertising
Rating
Rebates


34. Influencing the brand choice of consumers who are 'ready to buy'
Competitive
the more audience attention
Recency planning
Frequency


35. Sales promotions that offer a discounted price to the consumer - which encourage trial.
cognitive dissonance
Product Advertisements
Coupons
Forgetting Rate


36. Link key attributes to the brand name
Recency planning
Case Allowance
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
thumbnails - roughs - dummies - comprehensives (elaborate draft)


37. Advertisements focused on selling a product or service
Product Advertisements
Regular price-line advertising
Ones with fewer words
Cooperative


38. What are the kinds of copy you can have in an ad?
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Rich Media
Market research


39. Studies such as controlled experiments and consumer purchase tests.
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
Sales Tests
Print Media
Media vehicle


40. Gross rating points =
Cooperative
Reachxfrequency
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
International Media


41. The greater size of an ad illustration...
Consumer-Oriented Sales Promotions (Consumer Promotions)
Message development - You must create a message that gets into the minds of the consumer and target audience
Limited-Service Agency
the more audience attention


42. 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. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Reminder
Electronic Media
Reach


43. Duration of an advertising message or campaign over a given period of time - sustains memory
Attitudes
Continuity
Brand interest
Finance Allowance


44. Informs consumers about services or merchandise offered at regular prices
Print Media
Market research
Regular price-line advertising
Maslow's hierarchy of needs theory of motivation based on unmet human needs


45. Scare the consumer into action
BDI (Brand development index)
CPM
audience - ad message itself - communications media - and the product concept
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)


46. The cost of reaching 1 - 000 individuals or households with the advertising message.
Permission-Based Advertising
Functions of Marketing research
Cost per Thousand (CPM)
Classified Advertising


47. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Functional needs
Post-Tests
Functions of Marketing research
CPM


48. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Transit Advertising (Bus - taxi - and subway 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
Cooperative Advertising
Interpersonal influences on consumer behavior


49. Stages of ad development
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Product Advertisements
Purchase Frequency
Sounds that are familiar


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

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