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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. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
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)
Participants in the marketing process
Recency planning
Cooperative

2. Types of Advertisements
Rating
Recency planning
1. Product Advertisements 2. Institutional Advertisements
Cooperative

3. What are the types of Formatting the Body Copy?
Horizontal cooperative advertising
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Lead in paragraphs - interior paragraphs - trial close - and close
Reach

4. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Habits
CPM-TM
Continuous (Steady) Schedule
Outdoor Advertising (Billboard)

5. 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
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Horizontal cooperative advertising
Gross Ratings Points (GRPs)
Continuity

6. Form - task - possession - time - place utility
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Functional needs
Print Media

7. Merchandise offered free or at a significant discount.
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Transit Advertising
Samples
Premiums

8. Promotes a specific product or service and stimulates short term action while building awareness of the business
Product Advertising
Sweepstakes
Rossiter & Percy's Fundamental Motives
Functional needs

9. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Purposes of Marketing research
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Full-Service Agency
Opinion leaders

10. 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
Rich Media
Purchase Frequency
Exchange

11. 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.
Advocacy
Classified Advertising
Jury Tests
Integrated Marketing Communications

12. Tests used to test ad alternatives.
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
Portfolio Tests
Reach
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

13. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Rich Media
Outdoor Advertising (Billboard)
Exchange
Brand loyalty

14. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Point-of-Purchase Displays
Rich Media
Direct Mail Advertising
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

15. Some methods for scheduling media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Pretests
Finance Allowance
Frequently use the word 'you'

16. The number of different people or households exposed to an ad.
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
Reach
Portfolio Tests
CPM

17. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Recency planning
Brand loyalty
Rich Media
Marketing research

18. Scare the consumer into action
Merchandise Allowance
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)
creating a picture of the concept they want to convey
Reminder Institutional

19. Three Common Discounts and Allowances
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Reminder
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

20. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Theater Tests
Full-Service Agency
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Continuous (Steady) Schedule

21. A discount on each case ordered during a specific time period.
Pretests
Case Allowance
Pulse (Burst) Schedule
Classified Advertising

22. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Sales Tests
Merchandise Allowance
Contests
Institutional Advertising

23. Cost of media buy/targeted audienceX1 - 000
Regular price-line advertising
CPM-TM
Samples
1. Product Advertisements 2. Institutional Advertisements

24. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Jury Tests
Marketing research
Media vehicle
Theater Tests

25. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Gross Ratings Points (GRPs)
Cooperative Advertising
Buyer Turnover

26. What are the function of headlines?
Transit Advertising
Point-of-Purchase Displays
Theater Tests
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

27. Transform consumption experience
Jury Tests
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
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

28. What are the standard subjects for ad visuals?
Habits
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
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. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

29. What are the positives to newspapers as a form of mass media?
Comparative
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
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
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)

30. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Direct Mail Advertising
Vertical cooperative advertising
Marketing research
Pulse (Burst) Schedule

31. The greater size of an ad illustration...
Lead in paragraphs - interior paragraphs - trial close - and close
the more audience attention
Classified Advertising
Reminder Institutional

32. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Nonpersonal influences on consumer behavior
CPM
Functional needs
Loyalty Programs

33. Forms of Institutional Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Sounds that are familiar
Contests
Marketing research

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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Post-Tests
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

35. Elements of an advertising message
audience - ad message itself - communications media - and the product concept
Frequently use the word 'you'
Buyer Turnover
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate

36. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Media vehicle
Point-of-Purchase Displays
International Media

37. 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
CB - The Consumer Decision Process
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
Perception
Frequency

38. Ads that state the position of a company on an issue.
Advocacy
Segmenting
Foreign Media
Cost per Thousand (CPM)

39. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Contests
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
STP Marketing (Segmenting - Targeting - Positioning)
Comparative

40. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Coupons
Product Placement
Sweepstakes

41. What are the types of headlines?
Brand loyalty
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Aided Recall

42. Party Responsible for Carrying Out Advertising Program
Loyalty Programs
Finance Allowance
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Transit Advertising (Bus - taxi - and subway advertising)

43. Reimbursing a retailer for extra in-store support or special featuring of the brand.
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
Coupons
Allowances and Discounts
Merchandise Allowance

44. Broad category of media - such as television - radio or newspaper
Contests
Premiums
Vertical cooperative advertising
Media class

45. Advertising used to reinforce previous knowledge of a product.
Product Advertising
Reminder
Rating
Market research

46. Changing behavior by inducing anxiety
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
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
Samples
Local Advertisers

47. 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
Unaided Recall
cognitive dissonance
Regular price-line 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

48. Markets are segmented - products are positioned
Segmenting
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Jury Tests

49. What kind of ads are most often remembered?
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Unaided Recall
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
funny ads - but not always for the right reasons

50. Indicates the sales potential of a particular brand in a specific market area = percent of the brand's total U.S sales in the area/Percent of total U.S population in the areaX100
Rich Media
Forgetting Rate
Regular price-line advertising
BDI (Brand development index)