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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. What are the types of Formatting the Body Copy?
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
Brand loyalty
Lead in paragraphs - interior paragraphs - trial close - and close
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

2. Types of Advertisements
1. Product Advertisements 2. Institutional Advertisements
Rebates
Rossiter & Percy's Fundamental Motives
Purposes of Marketing research

3. 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)
Functions of Marketing research
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Comparative

4. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Digital Interactive Media
Electronic Media
cognitive dissonance

5. Made up of the company's own advertising staff. They may provide full services or limited services.
1. Product Advertisements 2. Institutional Advertisements
Reminder Institutional
Merchandise Allowance
In-House Agencies

6. Advertisements focused on selling a product or service
Product Advertisements
Coupons
Perception
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

7. Gross rating points =
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
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Reachxfrequency
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder

8. Persuade the customer
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
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Frequency
Product Advertising

9. Three Common Discounts and Allowances
Rebates
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Perception
Continuous (Steady) Schedule

10. The percentage of households in a market that are tuned to a particular TV/radio show.
Rating
funny ads - but not always for the right reasons
Publicity Tools
Opinion leaders

11. Advertising that promotes a specific brand's features and benefits.
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
Ad research
Competitive
Limited-Service Agency

12. What are the positives to newspapers as a form of mass media?
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Gross Ratings Points (GRPs)
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
the more audience attention

13. Three Approaches to Setting Advertising Schedules
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
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
Buyer Turnover

14. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Sales Tests
the more audience attention
Advocacy
Participants in the marketing process

15. 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'
Product Advertisements
Reminder Institutional
Foreign Media
Frequency

16. 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
Reminder
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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
cognitive dissonance

17. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Institutional Advertisements
Rich Media
Gross Ratings Points (GRPs)

18. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Pioneering Institutional
Product Placement
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

19. 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.
Sweepstakes
Post-Tests
the more audience attention
Institutional Advertisements

20. What kind of ads are most often remembered?
funny ads - but not always for the right reasons
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Vertical cooperative advertising
Attitude Tests

21. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
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
Flighting (Intermittent) Schedule
Attitude Tests
Transit Advertising

22. Forms of Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Foreign Media
Integrated Marketing Communications

23. 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
Portfolio Tests
Negatively originated (informational) motives
CPM-TM
the more audience attention

24. Affective Association

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25. 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
Reach
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

26. Ads used for announcements about what a company is - what it can do - and where it is located.
Media class
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Pioneering Institutional
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy

27. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
1. Product Advertisements 2. Institutional Advertisements
Outdoor Advertising (Billboard)
Ad research
Digital Interactive Media

28. Family - society - reference groups - opinion leaders
Permission-Based Advertising
Segmenting
Interpersonal influences on consumer behavior
Rating

29. Types of audience resonance

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30. The speed which buyers forget the brand if advertising is not seen.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
CB - The Consumer Decision Process
Permission-Based Advertising
Forgetting Rate

31. Promote brand recall
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
Transit Advertising (Bus - taxi - and subway advertising)
Premiums
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method

32. Approaches to Post-Testing
1. Product Advertisements 2. Institutional Advertisements
Segmenting
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
funny ads - but not always for the right reasons

33. Is an individual's openness or curiosity about a brand
Brand interest
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Brand loyalty
Premiums

34. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Inquiry Tests
Aided Recall
Institutional Advertising
STP Marketing (Segmenting - Targeting - Positioning)

35. Tests used to test ad alternatives.
Integrated Marketing Communications
Portfolio Tests
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Direct Mail Advertising

36. Interactive online advertising.
Cooperative Advertising
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)
CPM-TM
Rich Media

37. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Rossiter & Percy's Fundamental Motives
CB - The Consumer Decision Process
Pioneering Institutional
Theater Tests

38. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
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
Interpersonal influences on consumer behavior
Foreign Media
Opinion leaders

39. Influencing the brand choice of consumers who are 'ready to buy'
Print Media
Digital Interactive Media
Recency planning
Maslow's hierarchy of needs theory of motivation based on unmet human needs

40. The cost of reaching 1 - 000 individuals or households with the advertising message.
Sales Tests
Foreign Media
Media vehicle
Cost per Thousand (CPM)

41. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Institutional Advertising
BDI (Brand development index)
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)

42. The average number of times a person in the target audience is exposed to an ad.
Comparative
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
Frequency
Rebates

43. Common Advertising Appeals
Functions of Marketing research
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Transit Advertising

44. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Habits
Brand interest
funny ads - but not always for the right reasons
Media vehicle

45. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Allowances and Discounts
Media class
Post-Tests
Horizontal cooperative advertising

46. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
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
Sounds that are familiar
Full-Service Agency
Advocacy

47. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Unaided Recall
CPM
Rating
Maslow's hierarchy of needs theory of motivation based on unmet human needs

48. Define the brand image
Premiums
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Institutional Advertising

49. How often new buyers enter the market to buy the product.
Purposes of Marketing research
Sweepstakes
Buyer Turnover
Reference groups

50. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Cooperative Advertising
Sounds that are familiar
Cost per Thousand (CPM)
Ad research