Test your basic knowledge |

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. Link key attributes to the brand name
Merchandise Allowance
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
Transit Advertising (Bus - taxi - and subway advertising)
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

2. Advertising showing one brand's strengths relative to its competitors.
Print Media
Comparative
Interpersonal influences on consumer behavior
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests

3. What are the kinds of copy you can have in an ad?
Negatively originated (informational) motives
Competitive
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

4. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Attitude Tests
Cooperative
Flighting (Intermittent) Schedule
Limited-Service Agency

5. The number of different people or households exposed to an ad.
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
Comparative
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
Reach

6. 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
Purposes of Marketing research
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
Horizontal cooperative advertising

7. Allow the audience to participate actively & immediately
creating a picture of the concept they want to convey
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Digital Interactive Media
Lead in paragraphs - interior paragraphs - trial close - and close

8. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Deals
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
Interpersonal influences on consumer behavior
Clearance advertising (a special form of sale advertising)

9. Ads used for announcements about what a company is - what it can do - and where it is located.
Transit Advertising
Pioneering Institutional
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
Coupons

10. Is the products ability to satisfy both functional needs & symbolic wants
Direct Mail Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Utility
Reminder Institutional

11. In the newspaper for many reasons: to locate and recruit new employees - offer services (such as those of an employment agency or business opportunity broker) - or sell or lease merchandise (such as cars - real estate - and office equipment)
Integrated Marketing Communications
Ad research
Transit Advertising (Bus - taxi - and subway advertising)
Classified Advertising

12. 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. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Continuity
audience - ad message itself - communications media - and the product concept
Limited-Service Agency

13. The average number of times a person in the target audience is exposed to an ad.
Cooperative Advertising
Frequency
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Electronic Media

14. Offers the return of money based on proof of purchase.
Horizontal cooperative advertising
Rebates
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Consumer-Oriented Sales Promotions (Consumer Promotions)

15. Studies such as controlled experiments and consumer purchase tests.
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Sales Tests
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Print Media

16. 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
Finance Allowance
Pulse (Burst) Schedule
Electronic Media
Theater Tests

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

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

18. Stages of ad development
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
Sales Tests
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)

19. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Local Advertisers
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
Unaided Recall
BDI (Brand development index)

20. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Product Placement
Cost per Thousand (CPM)
Reminder Institutional
Negatively originated (informational) motives

21. Interactive online advertising.
Sweepstakes
Full-Service Agency
kickers - boldface and italics
Rich Media

22. Measures the intensity of a media schedule - based on repeated exposures to the medium (important for memory) - effective frequency is considered somewhere between 'awareness' and 'overexposure'
Reach
Samples
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Frequency

23. 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
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
kickers - boldface and italics
Institutional Advertisements
CB - The Consumer Decision Process

24. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Regular price-line advertising
BDI (Brand development index)
Direct Mail Advertising
Place-Based Media

25. What kinds of ads resonate more?
Contests
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Full-Service Agency
Ones with fewer words

26. 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.
Brand loyalty
Institutional Advertisements
Sweepstakes
Marketing research

27. The speed which buyers forget the brand if advertising is not seen.
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Message development - You must create a message that gets into the minds of the consumer and target audience
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
Forgetting Rate

28. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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
Frequency

29. Changing behavior by inducing anxiety
Jury Tests
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Local Advertisers
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

30. Content advertising
Habits
Perception
Comparative
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads

31. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Aided Recall
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
Cooperative
Full-Service Agency

32. What are the positives to newspapers as a form of mass media?
International Media
Functions of Marketing research
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
Inquiry Tests

33. 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.
Functions of Marketing research
Cooperative Advertising
Jury Tests
Reachxfrequency

34. What are the standard subjects for ad visuals?
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
Competitive
Attitude Tests
Reference groups

35. Situate the brand socially
cognitive dissonance
Rich Media
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
Media class

36. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
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
Vertical cooperative advertising
Marketing research
Ad research

37. Define the brand image
Outdoor Advertising (Billboard)
Continuity
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Rossiter & Percy's Fundamental Motives

38. Is our acquired mental position regarding some idea or object
Attitudes
CPM
BDI (Brand development index)
CPM-TM

39. Forms of Institutional Advertisements
Print Media
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Rossiter & Percy's Fundamental Motives
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)

40. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
Electronic Media
funny ads - but not always for the right reasons
Comparative

41. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Media vehicle
Full-Service Agency

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

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

43. Advertising used to reinforce previous knowledge of a product.
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
Reminder
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

44. What are the principles of design?
Reachxfrequency
audience - ad message itself - communications media - and the product concept
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
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder

45. Some methods for scheduling media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Finance Allowance
Purchase Frequency
kickers - boldface and italics

46. Questions such as "What ads do you remember watching yesterday?" is asked of respondents without any prompting to determine whether they saw or heard advertising messages.
Unaided Recall
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Foreign Media
Product Advertisements

47. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Trade-Oriented Sales Promotions (Trade 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

48. 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.
CPM-TM
In-House Agencies
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Competitive Institutional

49. Information gathered about a particular market or market segment
Competitive Institutional
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Market research
Portfolio Tests

50. Tests used to test ad alternatives.
Publicity Tools
Media vehicle
Portfolio Tests
Purchase Frequency