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

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2. 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
Advocacy
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
Interpersonal influences on consumer behavior

3. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Opinion leaders
Segmenting
Electronic Media
kickers - boldface and italics

4. Merchandise offered free or at a significant discount.
Opinion leaders
Premiums
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
Loyalty Programs

5. Forms of Institutional Advertisements
Segmenting
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Nonpersonal influences on consumer behavior
Cooperative

6. Link key attributes to the brand name
the more audience attention
Competitive Institutional
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
Continuous (Steady) Schedule

7. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Ones with fewer words
Trade-Oriented Sales Promotions (Trade Promotions)
Advocacy
creating a picture of the concept they want to convey

8. Is the products ability to satisfy both functional needs & symbolic wants
Post-Tests
Publicity Tools
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Utility

9. Where is the advertising and brand battle won or lost?
Participants in the marketing process
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Post-Tests
Message development - You must create a message that gets into the minds of the consumer and target audience

10. Interactive online advertising.
Rich Media
Recency planning
Publicity Tools
Finance Allowance

11. The greater size of an ad illustration...
the more audience attention
Nonpersonal influences on consumer behavior
Portfolio Tests
Gross Ratings Points (GRPs)

12. 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
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Media vehicle
Functional needs

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

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14. Allow the audience to participate actively & immediately
audience - ad message itself - communications media - and the product concept
In-House Agencies
Contests
Digital Interactive Media

15. 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
Clearance advertising (a special form of sale advertising)
Functional needs
Competitive Institutional
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

16. The average number of times a person in the target audience is exposed to an ad.
Reference groups
Jury Tests
Pulse (Burst) Schedule
Frequency

17. Is our acquired mental position regarding some idea or object
Attitudes
Electronic Media
Theater Tests
Transit Advertising (Bus - taxi - and subway advertising)

18. Party Responsible for Carrying Out Advertising Program
Vertical cooperative advertising
cognitive dissonance
Cost per Thousand (CPM)
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

19. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Habits
Continuous (Steady) Schedule
Place-Based Media
Unaided Recall

20. 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
Positively originated (transformational) motives
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Trade-Oriented Sales Promotions (Trade Promotions)
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)

21. Placing items on sale and offering two-for-one specials of other deals
Deals
Sales Advertising
Coupons
Continuous (Steady) Schedule

22. Informs consumers about services or merchandise offered at regular prices
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. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Rich Media
Regular price-line advertising

23. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Cooperative
Point-of-Purchase Displays
Pretests
CPM-TM

24. Persuade the customer
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
Unaided Recall
Message development - You must create a message that gets into the minds of the consumer and target audience
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

25. What are the kinds of copy you can have in an ad?
Comparative
Frequency
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate

26. Define the brand image
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Purposes of Marketing research
Horizontal cooperative advertising
Classified Advertising

27. Forms of Product Advertising
Deals
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Full-Service Agency

28. Ads used for announcements about what a company is - what it can do - and where it is located.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
the more audience attention
Pioneering Institutional
Exchange

29. What are the types of headlines?
Deals
CB - The Consumer Decision Process
Flighting (Intermittent) Schedule
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

30. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Institutional Advertising
funny ads - but not always for the right reasons
Rebates
audience - ad message itself - communications media - and the product concept

31. Elements of an advertising message
In-House Agencies
Publicity Tools
Reachxfrequency
audience - ad message itself - communications media - and the product concept

32. Markets are segmented - products are positioned
Segmenting
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)
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
Frequency

33. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Institutional Advertisements
Comparative
Functional needs
Continuous (Steady) Schedule

34. Consumer needs - product development - assess effectiveness - financial planning and quality control
kickers - boldface and italics
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Functions of Marketing research
Rating

35. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Rating
Marketing research
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

36. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
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
Aided Recall
Rating

37. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Buyer Turnover
Place-Based Media
Institutional Advertisements
Sales Advertising

38. Joining together in a consistent manner everything that communicates with customers
Integrated Marketing Communications
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
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
Reach

39. Some methods for scheduling media
Merchandise Allowance
Pioneering Institutional
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

40. The most common energizers of consumer behavior - such as a problem removal or problem avoidance. The consumer actively seeks information to reduce the mental state
creating a picture of the concept they want to convey
Negatively originated (informational) motives
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Loyalty Programs

41. What are the principles of design?
International Media
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
Functional needs
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

42. Information gathered about a particular market or market segment
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Cooperative
Market research
BDI (Brand development index)

43. 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.
Pioneering Institutional
Limited-Service Agency
Aided Recall
Direct Mail Advertising

44. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Frequently use the word 'you'
CPM
Attitudes
Frequency

45. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
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. Product Advertisements 2. Institutional Advertisements

46. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Functions of Marketing research
Point-of-Purchase Displays
Frequency
Cooperative Advertising

47. Reach (% of total market) x Frequency
Ad research
Aided Recall
Gross Ratings Points (GRPs)
Frequency

48. A discount on each case ordered during a specific time period.
audience - ad message itself - communications media - and the product concept
Product Placement
Case Allowance
Premiums

49. Scare the consumer into action
Theater Tests
Digital Interactive Media
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
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)

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

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