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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. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Vertical cooperative advertising
Frequently use the word 'you'
Foreign Media
CPM

2. How often new buyers enter the market to buy the product.
Pioneering
Buyer Turnover
Attitude Tests
Theater Tests

3. What are the principles of design?
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
International Media

4. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Product Advertising
Finance Allowance
Gross Ratings Points (GRPs)
Trade-Oriented Sales Promotions (Trade Promotions)

5. Is our acquired mental position regarding some idea or object
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Attitudes
Flighting (Intermittent) Schedule

6. Ads that state the position of a company on an issue.
Continuous (Steady) Schedule
Advocacy
creating a picture of the concept they want to convey
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

7. Common Advertising Appeals
Gross Ratings Points (GRPs)
Ad research
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
bleed pages - inserts - covers - front - inside front - inside back - and outside back

8. Respondents are asked questions to measure changes in their attitudes after an ad campaign - such as whether they have a more favorable attitude toward the product advertised.
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Attitude Tests
Deals
Pulse (Burst) Schedule

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

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10. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Foreign Media
Sounds that are familiar
the more audience attention
In-House Agencies

11. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Reference groups
Nonpersonal influences on consumer behavior
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Theater Tests

12. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Aided Recall
Allowances and Discounts
Ad research
Exchange

13. Types of Advertisements
Contests
1. Product Advertisements 2. Institutional Advertisements
Pulse (Burst) Schedule
Positively originated (transformational) motives

14. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
kickers - boldface and italics
Contests
Forgetting Rate
Negatively originated (informational) motives

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.
Integrated Marketing Communications
Aided Recall
Sweepstakes
Purposes of Marketing research

16. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Pioneering Institutional
STP Marketing (Segmenting - Targeting - Positioning)
Product Advertising
Local Advertisers

17. Merchandise offered free or at a significant discount.
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Participants in the marketing process
Premiums

18. Placing items on sale and offering two-for-one specials of other deals
Sales Advertising
Lead in paragraphs - interior paragraphs - trial close - and close
creating a picture of the concept they want to convey
Direct Mail Advertising

19. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Samples
Exchange
Purposes of Marketing research
Point-of-Purchase Displays

20. 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.
Lead in paragraphs - interior paragraphs - trial close - and close
STP Marketing (Segmenting - Targeting - Positioning)
Pretests
Recency planning

21. Simply the percentage of homes exposed to an advertising media
Competitive Institutional
Interpersonal influences on consumer behavior
Rating
Forgetting Rate

22. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Publicity Tools
Deals
Pulse (Burst) Schedule

23. What kind of ads are most often remembered?
Loyalty Programs
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
funny ads - but not always for the right reasons
Advocacy

24. 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.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Competitive Institutional
Positively originated (transformational) motives
Purchase Frequency

25. They use Retail Advertising because retail stores account for so much of the market
kickers - boldface and italics
1. Product Advertisements 2. Institutional Advertisements
Local Advertisers
Maslow's hierarchy of needs theory of motivation based on unmet human needs

26. Studies such as controlled experiments and consumer purchase 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
Rossiter & Percy's Fundamental Motives
Sales Tests
Integrated Marketing Communications

27. What kinds of ads resonate more?
Ones with fewer words
Forgetting Rate
Foreign Media
Product Placement

28. Interactive online advertising.
Rich Media
Direct Mail Advertising
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Premiums

29. Advertising showing one brand's strengths relative to its competitors.
Comparative
Rich Media
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
Participants in the marketing process

30. Offering the product free or at a greatly reduced price.
Samples
Theater Tests
Opinion leaders
Merchandise Allowance

31. Factors of Scheduling Advertising
Case Allowance
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Print 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

32. Form - task - possession - time - place utility
Functional needs
Case Allowance
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Portfolio Tests

33. Transform consumption experience
Finance Allowance
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
CB - The Consumer Decision Process
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)

34. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Frequency
Media vehicle
Institutional Advertisements
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder

35. Where is the advertising and brand battle won or lost?
Product Placement
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Message development - You must create a message that gets into the minds of the consumer and target audience
Opinion leaders

36. Changing behavior by inducing anxiety
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
Reference groups
Attitudes
Pretests

37. Approaches to Post-Testing
Finance Allowance
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Attitudes
kickers - boldface and italics

38. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
Finance Allowance
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Negatively originated (informational) motives

39. Cost of media buy/targeted audienceX1 - 000
Ones with fewer words
Inquiry Tests
Buyer Turnover
CPM-TM

40. Forms of Institutional Advertisements
Ad research
Participants in the marketing process
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Frequently use the word 'you'

41. Consumer needs - product development - assess effectiveness - financial planning and quality control
Functions of Marketing research
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
Marketing research
Attitude Tests

42. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Direct Mail Advertising
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Coupons
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

43. Addition product information - product samples - or premiums are offered to an ad's readers or viewers. Ads generating the most inquiries are presumed to be the most effective.
Inquiry Tests
Permission-Based 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
Horizontal cooperative advertising

44. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Horizontal cooperative advertising
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Aided Recall

45. Stages of ad development
Regular price-line advertising
Market research
Forgetting Rate
thumbnails - roughs - dummies - comprehensives (elaborate draft)

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

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47. Situate the brand socially
Pioneering
Rebates
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
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

48. Broad category of media - such as television - radio or newspaper
Advocacy
Publicity Tools
Media class
Full-Service Agency

49. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Place-Based Media
1. Product Advertisements 2. Institutional Advertisements
Message development - You must create a message that gets into the minds of the consumer and target audience

50. Reach (% of total market) x Frequency
Sounds that are familiar
Gross Ratings Points (GRPs)
Classified Advertising
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional