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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. Advertising showing one brand's strengths relative to its competitors.
Coupons
Allowances and Discounts
Comparative
In-House Agencies

2. Visualization/conceptualization
creating a picture of the concept they want to convey
Habits
BDI (Brand development index)
Trade-Oriented Sales Promotions (Trade Promotions)

3. What kind of ads are most often remembered?
Forgetting Rate
Habits
funny ads - but not always for the right reasons
Product Placement

4. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising
Point-of-Purchase Displays
Attitude Tests
Pioneering

5. Where viewers agree to watch a commercial online in exchange for points - samples - or access to premium content - and advertisers only pay for completed views.
Sounds that are familiar
Forgetting Rate
Permission-Based Advertising
Regular price-line advertising

6. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Rossiter & Percy's Fundamental Motives
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Jury Tests
Place-Based Media

7. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Premiums
Coupons
CPM
Deals

8. Affective Association

9. Approaches to Post-Testing
Message development - You must create a message that gets into the minds of the consumer and target audience
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
BDI (Brand development index)
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

10. Party Responsible for Carrying Out Advertising Program
Jury Tests
Trade-Oriented Sales Promotions (Trade Promotions)
Ad research
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

11. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Pretests
Frequency
In-House Agencies
Theater Tests

12. 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.
Institutional Advertising
Reminder
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Perception

13. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Participants in the marketing process
Media vehicle
Reminder Institutional
CB - The Consumer Decision Process

14. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Product Placement
Publicity Tools
Segmenting
audience - ad message itself - communications media - and the product concept

15. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Publicity Tools
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Foreign Media

16. 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. Product Advertisements 2. Institutional Advertisements
Horizontal cooperative advertising
creating a picture of the concept they want to convey
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

17. What do the most effective radio commercials use?
International Media
Sounds that are familiar
Institutional Advertisements
Unaided Recall

18. Recruit new customers - retain current customers - and regain lost customers
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
Purposes of Marketing research
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
Comparative

19. 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
Ad research
CB - The Consumer Decision Process
Flighting (Intermittent) Schedule
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces

20. Promotes a specific product or service and stimulates short term action while building awareness of the business
Transit Advertising
Utility
Advocacy
Product Advertising

21. 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
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
Electronic Media
Clearance advertising (a special form of sale advertising)
Case Allowance

22. Types of audience resonance

23. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Ad research
Samples
Transit Advertising
Print Media

24. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Reach
Institutional Advertisements
Exchange
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces

25. Factors of Scheduling Advertising
Unaided Recall
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Frequency
CB - The Consumer Decision Process

26. What are the positives to newspapers as a form of mass media?
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
Buyer Turnover
Brand loyalty
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

27. Three Approaches to Setting Advertising Schedules
Rebates
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
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
Outdoor Advertising (Billboard)

28. Consumer needs - product development - assess effectiveness - financial planning and quality control
Ones with fewer words
Utility
Horizontal cooperative advertising
Functions of Marketing research

29. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
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
Samples
Vertical cooperative advertising
Foreign Media

30. The number of different people or households exposed to an ad.
Institutional Advertisements
Trade-Oriented Sales Promotions (Trade Promotions)
Reach
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

31. 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
Perception
Ad research
Negatively originated (informational) motives
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

32. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Full-Service Agency
Sales Advertising
Habits
Pulse (Burst) Schedule

33. Gathering - recording - and analyzing new information to help managers make marketing decisions
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Perception
Marketing research
Product Placement

34. Offers the return of money based on proof of purchase.
kickers - boldface and italics
Rich Media
Rebates
Pioneering Institutional

35. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Print Media
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
Transit Advertising (Bus - taxi - and subway advertising)
Cost per Thousand (CPM)

36. Elements of an advertising message
Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
cognitive dissonance
audience - ad message itself - communications media - and the product concept

37. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Flighting (Intermittent) Schedule
Purposes of Marketing research
Media class
Aided Recall

38. Situate the brand socially
Institutional Advertising
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
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
Vertical cooperative advertising

39. Cost of media buy/targeted audienceX1 - 000
CPM-TM
Competitive Institutional
Gross Ratings Points (GRPs)
Frequency

40. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Cooperative Advertising
Frequency
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

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

42. 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.
Reminder
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
Competitive Institutional
Deals

43. Stages of ad development
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Transit Advertising (Bus - taxi - and subway advertising)
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
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

44. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Unaided Recall
Cooperative
Rating
Institutional Advertising

45. People we try to emulate or whose approval concerns us
Participants in the marketing 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
Reference groups
Gross Ratings Points (GRPs)

46. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Participants in the marketing process
Flighting (Intermittent) Schedule
Foreign Media
Rating

47. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Advocacy
Foreign Media
Frequency
Merchandise Allowance

48. The more frequently a product is purchased - the less repetition is required.
Habits
Attitude Tests
Purchase Frequency
Jury Tests

49. The percentage of households in a market that are tuned to a particular TV/radio show.
Reminder
CPM-TM
Rating
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

50. Joining together in a consistent manner everything that communicates with customers
Merchandise Allowance
Contests
Integrated Marketing Communications
Deals