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Advertising

Instructions:

Answer 50 questions in 15 minutes.
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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. Party Responsible for Carrying Out Advertising Program
Habits
Portfolio Tests
Limited-Service Agency
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency

2. Reach (% of total market) x Frequency
Gross Ratings Points (GRPs)
STP Marketing (Segmenting - Targeting - Positioning)
Message development - You must create a message that gets into the minds of the consumer and target audience
Rebates

3. From basic physiological needs to safety - social - and esteem needs to self-actualization needs

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4. Family - society - reference groups - opinion leaders
CPM
Attitudes
audience - ad message itself - communications media - and the product concept
Interpersonal influences on consumer behavior

5. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Reach
Permission-Based Advertising
Habits
Utility

6. Transform consumption experience
CPM-TM
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
Contests

7. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
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
Flighting (Intermittent) Schedule
Sounds that are familiar
BDI (Brand development index)

8. Forms of Product Advertising
Forgetting Rate
Inquiry Tests
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. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder

9. Types of audience resonance

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10. What does the layout of an ad consist of?
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Perception
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Vertical cooperative advertising

11. What are the types of subheads?
Interpersonal influences on consumer behavior
Horizontal cooperative advertising
kickers - boldface and italics
Media class

12. 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
Reminder Institutional
1. Product Advertisements 2. Institutional Advertisements
Positively originated (transformational) motives
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

13. They use Retail Advertising because retail stores account for so much of the market
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Advocacy
Local Advertisers
Allowances and Discounts

14. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cost per Thousand (CPM)
Message development - You must create a message that gets into the minds of the consumer and target audience
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

15. Advertising used to reinforce previous knowledge of a product.
Perception
Reminder
Ones with fewer words
kickers - boldface and italics

16. Some methods for scheduling media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Sweepstakes

17. Gathering - recording - and analyzing new information to help managers make marketing decisions
Institutional Advertisements
Limited-Service Agency
Transit Advertising
Marketing research

18. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Exchange
In-House Agencies
Unaided Recall
Transit Advertising (Bus - taxi - and subway advertising)

19. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Interpersonal influences on consumer behavior
Brand loyalty
Merchandise Allowance
Media vehicle

20. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Functions of Marketing research
Outdoor Advertising (Billboard)
Media vehicle

21. Is the products ability to satisfy both functional needs & symbolic wants
Utility
Cooperative
CPM
Functions of Marketing research

22. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Electronic Media
Place-Based Media
Permission-Based Advertising
Direct Mail Advertising

23. What are the standard subjects for ad visuals?
Jury Tests
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
Continuous (Steady) Schedule
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder

24. 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.
Recency planning
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Limited-Service Agency
In-House Agencies

25. A discount on each case ordered during a specific time period.
Case Allowance
Opinion leaders
Buyer Turnover
Electronic Media

26. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Negatively originated (informational) motives
Coupons
Interpersonal influences on consumer behavior
International Media

27. Three Common Discounts and Allowances
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Sales Tests
Jury Tests

28. Situate the brand socially
Outdoor Advertising (Billboard)
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
Brand interest
Lead in paragraphs - interior paragraphs - trial close - and close

29. Visualization/conceptualization
creating a picture of the concept they want to convey
Advocacy
Consumer-Oriented Sales Promotions (Consumer Promotions)
Foreign Media

30. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Pulse (Burst) Schedule
Rating
Cooperative Advertising
Publicity Tools

31. Factors of Scheduling Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
kickers - boldface and italics
Full-Service Agency
Pioneering

32. Ads on the interior and exterior of busses - subways - and taxis.
Vertical cooperative advertising
Transit Advertising
Purchase Frequency
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals

33. Promote brand recall
Theater Tests
Integrated Marketing Communications
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Purposes of Marketing research

34. 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)
Participants in the marketing process
Classified Advertising
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Attitudes

35. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
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
Point-of-Purchase Displays
Exchange
Deals

36. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Trade-Oriented Sales Promotions (Trade Promotions)
Competitive
Transit Advertising
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

37. Information gathered about a particular market or market segment
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
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Interpersonal influences on consumer behavior
Market research

38. Types of Advertisements
Pioneering Institutional
1. Product Advertisements 2. Institutional Advertisements
Rating
Utility

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

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40. Persuade the customer
Negatively originated (informational) motives
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
Foreign Media
Opinion leaders

41. Ads that state the position of a company on an issue.
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
Advocacy
Pioneering
Segmenting

42. Made up of the company's own advertising staff. They may provide full services or limited services.
Pioneering
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
Sales Tests
In-House Agencies

43. What do the most effective radio commercials use?
Sounds that are familiar
Frequency
Theater Tests
STP Marketing (Segmenting - Targeting - Positioning)

44. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Exchange
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
Jury Tests
Aided Recall

45. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Competitive
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Product Placement

46. What are the types of Formatting the Body Copy?
Coupons
Lead in paragraphs - interior paragraphs - trial close - and close
cognitive dissonance
creating a picture of the concept they want to convey

47. 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'
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
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Frequency
1. Building Long-Term Relationships with Promotion 2. Self-Regulation

48. Indicates the sales potential of a particular brand in a specific market area = percent of the brand's total U.S sales in the area/Percent of total U.S population in the areaX100
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
BDI (Brand development index)
Competitive
Sales Tests

49. What are the function of headlines?
Opinion leaders
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
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
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

50. 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.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Unaided Recall
Clearance advertising (a special form of sale advertising)
Pretests