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Advertising Test 2

ADV3008 Test 2 Vocab and Terms

Question	Answer
Information gathered about a particular market or market segment	marketing research
Researchers studying different market segments and creating product attribute models to match buyers with the right products and services	recruiting
Marketers using customer satisfaction studies is to ___ customers	retain
Information gathered from recruiting and retention helps the third r ______lost customers	regaining
Companies need to know all about how people perceive their products. This is called ___	advertising research
___ uncovers the information needed for making advertising decisions	advertising research
___is used to help define the product concept or to assist in the selection of target markets, advertising messages, or media vehicles	advertising strategy research
___measures the target audience’s acceptance of different creative ideas at the concept stage	creative concept research
___is used to diagnose possible communication problems before a campaign begins	pretesting of ads
___enables marketers to evaluate a campaign after it runs	postesting of ads
Companies develop an advertising strategy by blending elements of the ___	creative mix
To seek information about any or all of the various elements of advertising companies use ___	advertising strategy research
___for a brand encompasses both utilitarian and symbolic benefits to the consumer	product concept
The Young & Rubicam ad agency developed a model called the ___ to measure brands in terms of differentiation, relevance, esteem, and familiarity in that order	BrandAsset Valuator
With any new product, the biggest problem is the ___	budget
___is advertisers researching which markets are most important to product sales and targeting those where it can focus its resources to achieve advertising dominance	dominance concept
To develop media strategies, select media vehicles, and evaluate their results, advertisers use a subset of advertising research called ___	media research
___is one of the largest costs in a company’s marketing budget	advertising
___is the primary tool advertisers use to ensure their advertising dollars are spent wisely	testing
To increase the likelihood of preparing the most effective advertising messages, companies use ___	pretesting
___provides the advertiser with useful guidelines for future advertising	posttesting
We refer to product concept as ___	merchandise
Some researchers use a process called ___, in which they present 10-12 product benefits to a group of consumers in a focus group	benefit testing
Advertisers may pretest an advertising strategy or particular commercials with various audience groups representing different ___	markets
Consumer’s ___ are outside advertisers’ control, but the messages they create to appeal to those ___ are not	motives
Pretesting helps identify outstanding ads and commercials and helps determine what a ___ says and how well it says it	message
The broad media categories of print, electronic, didigtal interactive, direct mail and out-of-home are referred to as ___	media classes
___ refer to newspapers or magazines, radio or TV, and so on	subclasses
The specific ___ is the particular publication or program	media vehicle
___ are the size or length of an ad	media units
The first step in the marketing research process is ___	to analyze the situation and define the problem
The ___ is a sophisticated set of procedures designed to generate a continuous orderly flow of information for use in making marketing decisions	Marketing information system
The second step in the marketing research process is to ___ to learn more about the market, the competition, and the business environment, and to better define the problem	conduct informal (exploratory) research
Information collected from the marketplace about a specific problem is called ___	primary data
___ is information previously collected or published	secondary data
___ is the third step in the marketing research process	establishing research objectives
The fourth step in the marketing research process is ___	conducting formal research
When a company wants to collect primary data directly from the marketplace about a specific problem or issues, it uses ___	formal research
To get a general impression of the market, the consumer, or the product, advertisers typically start with ___, which allows researchers to gain insight	qualitative research
Researchers may perform a survey or some other form of ___ to get hard numbers about specific marketing situations	quantitative research
Advertisers use ___ to understand people’s underlying or subconscious feelings, attitudes, interest, opinions, needs, and motives	projective techniques
___, such as in-depth interviews, also require great care to administer properly	intensive techniques
Advertisers use ___ to gain reliable, hard statistic about specific market conditions or situations	quantitative research
In the ___, researchers monitor people’s action	observation method
The ___ identifies series of vertical bars with a 12-digit number that adorns every consumer packaged good	Universal Product Code
To measure actualy cause-and-effect relationships, researchers use the ___	experimental method
Through ___ researchers can elicit a full range of responses from people and thereby infer how well advertising messages convey key copy points	direct questioning
In ___, respondents are shown videotapes of test commercials, usually in shopping centers, and questions are asked before and after exposure	central location tests
In ___, test commercials are shown with noncompeting control commercials to determind their effectiveness, measure comprehension, and attitude shifts, and detect weaknesses	clutter tests
Some advertisers use ___ to measure a campaign’s effectiveness in creating a favorable image for a company, its brand, or its products	attitude tests
___ reveal the effectiveness of ad components, such as size, color, or themes	recall tests
By using ___ researchers can test and ad’s attention-getting value, readability, and understandability	inquiry tests
The final step in the research process involves ___	interpreting and reporting the findings
When marketers conduct primary research, there is always one legitimate concern	the accuracy of the findings
For a test to have ___ results must be free of bias and reflect the true status of the market	validity
For a test to be ___ it must be repeatable and produce approximately the same result	reliable
A ___ is a document that serves as a guide for the present and future marketing activities of an organization	marketing plan
The ___ has a profound effect on an organization’s advertising	marketing plan
The ___ is a short description of the organization’s purpose and philosophy	mission statement
The ___ is a detailed description of the brand’s current marketing situation	situation analysis
___ are the third part of the marketing plan and are clear, quantifiable, realistic marketing goals that are to be accomplished within a defined time period	marketing objectives
___ include goals related to increasing or maintaining sales volume, sales volume by product line, gross profits by product line, sales volume by distribution point, and market share	sale-target objectives
___ are outcomes that can reasonably be associated with promotional activities, such as increases in brand recognition or awareness, increased comprehension of a brands’ attributes or benefits, more positive attitudes about a brand or a more favorable ima	communication objectives
The ___ system emphasizes communication objectives because Coley believed that the proper way to evaluate a campaign is to determine how well it communicates information, within a given budget, to the target audience	DAGMAR
The ___ describes how the company plans to meet its marketing objectives	marketing strategy
The first step in strategy development is to ___	define and select the target market
___ refers to the plae a brand occupies competitively in the minds of consumers	positioning
___ is setting the brand apart by stressing a particular product feature important to consumers	product attribute
___ is positioned on the basis of price or quality	price/quality
___ is positioning on the basis of how a product is used	use/application
___ is positioning the brand against other products that, while not the same, offer the same class of benefits	product class
___ is positioning against the particular group that uses the product	product user
___ is positioning again competitors using the strength of the cmpetitor’s position to help define the subject brand	product competitor
___ is positioning apart from competitors through the creation or use of some recognized symbol or icon	cultural symbol
A company’s objectives indicate wehre it wants to go; the strategy indicates the intended route; and the ___ determine the specific short-term action to be taken	tactics
___ is creating, maintaining, and enhancing long-term relationships with customers and other stakeholders that result in exchanges of information and other things of mutual value	relationship marketing
___ is the ratio of perceived benefits to the costs	value
The company sells the product but does not follow up in any way in ___	basic transactional relationship
The company (or salesperson) sells the product and encourages customers to call if they encounter any problems in ___	reactive relationship
The salesperson phones customers shortly after the sale to check whether the product meets expectations and asks for product improvement suggestions and any specific disappointments in ___	accountable relationship
The salesperson or company contacts customers from time to time with suggestions about improved product use or helpful new product in ___	proactive relationships
The company works continuously with customers to discover ways to deliver better value in a ___	partnership
The relationship a company seeks with a customer is different from the one it seeks with the ___	press
___ or service categories make deeper, personal relationships more desirable	high-profit product
___ margins per customer suggest that the marketer should pursue basic transactional relationships augmented by brand image advertising	low-profit
IMC is both a ___ and a ___	concept and process
The concept of integration is ___	wholeness
The ___ is a simple illustration of how perceptions are created from the various brand message sources	integration triangle
The ___ is a natural outgrowth of the marketing plan and is prepared in much the same way	advertising plan
The ___ first reviews the marketing plan to understand where the company is going, how it intends to get there, and the role of advertising in the marketing mix	advertising manager
Marketing ___, advertising ___	sells, tells
The first step in the advertising pyramid is to ___	create awareness
The second step in the advertising pyramid is to ___	develop comprehension
The third step in the advertising pyramid is to ___	develop conviction
Once convinced, some people may be moved to ___ the product	desire
Some of those who desire the product will take ___	action
The advertising pyramid represents the ___ model of advertising	learn-feel-do
The ___ declares what the advertiser wants to achieve with respect to consumer awareness ,attitude, and preference	advertising objective
___ blends the elements of the creative mix together	advertising strategy
The ___, the specific people the advertising will reach, is typically larger than the target market	target audience
The bundle of values the advertiser presents to the consumer is the ___	product concept
As an element of creative strategy, the ___ are all the vehicles that might transmit the advertiser’s message	communications media
What the company plans to say in its ads and how it plans to say it, both verbally and nonverbally, make up the ___	advertising message
The ___ is one of the most popular techniques for setting advertising budgets	percentage of sales method
The ___ is an attempt to link advertising dollars with sales objectives	share of market/share of voice method
The ___, also known as the budget buildup method is used by many large national advertisers in the US	objective/task method
In the ___, ,a company runs a series of tests in different markets with different budgets to determine the best level of advertising expenditure	empirical research method
Advertising is the result of ___	sales
The person in charge of negotiating and contracting with the media is called a ___	media buyer
Success as a ___ requires a range of knowledge and abilities	print media buyer
Buyers need to know how to by ___ and ___ space	magazine, newspaper
The __ campaign benefited greatly from the outstanding color reproduction available only from magazines	truth
When the dark or colored background of the ad extends off the end of the page, it is said to ___ off the page	bleed
If a company plans to advertise in a particular magazine consistently, it may seek a highly desirable ___	cover position
A ___ is a large ad placed in the middle of a page and surrounded with editorial matter	junior ad
___ are surrounded by even more editorial matter	island halves
Sometimes, rather than buying a standard page, an advertiser uses an ___	insert
A ___ is an insert whose paper is so wide that the extreme left and right sides have to be folded into the center to match the size of the other pages	gatefold
One of the most dramatic developments in publishing is the emergence of magazines with ___	special content
___ are purchased for entertainment, information or both, are edited for consumers who buy the products for their own personal consumption	consumer magazines
___ are direct to farmers and their families or to companies that manufacture or sell agricultural supplies	farm publications
___ target business readers	business magazines
Today, most US cities have a ___	local city magazine
___ are targeted to a specific area of the country	regional publications
___ range from those with enormous circulations to small, lesser-known magazines	national magazines
The first step in analyzing a publication’s potential effectiveness is to ___	assess its audience
The ___ is the circulation figure on which the publisher bases its rates	rate base
The ___ is the number of copies the publisher expects to circulate	guaranteed circulation
A ___ is a thorough analysis of the circulation procedues	circulation audit
The ___ represents the number of people who buy the publication	primary circulation
___, is an estimate determined by market research of how many people read a single issue of a publication	secondary readership
A ___ covers a specific industry in all its apsects	vertical publication
A ___ deals with a particular job function across a veriety of industries	horizontal publication
In ___, the publisher mails the magazine free to individuals who the puslisher thinks can influence the purchase of advertised products	controlled circulation
The ___ is the date printed on the cover	cover date
The ___ is the date the magazine is actualy issued	on-sale date
The ___ is the date all ad material must be in thepublsiher’s hands for a specific issue	closing date
___ are based on the number of ad insertions, usually within a year	frequency discounts
___ are based on the total amount of space bought during a specific period	volume discounts
One of the most important tasks in advertising is the placement of ads in ___	various media
The role of the ___ is critical to the overall success of the campaign	media buyer
___ are now the third largest medium	newspapers
A ___ is published as either a morning or evening edition at least 5 times a week	daily newspaper
___ serve small urban or suburban residential areas and farm communities	weekly newspapers
The ___ is about 22 inches deep and 13 inches wide and is divided into 6 columns	standard-size newspaper
The ___ is enerally about 14 inches deep and 11 inches wide	tabloid newspaper
An ___ column inch is 2 1/16 inches wide by 1 inch deep	standard advertising unit
___ includes copy, illustrations or photos, healines, coupons, and other visual componenets	display advertising
___ provide a community marketplace for goods, services, and opportunities of every type	classified ads
___ mean that they allow no discounts	flat rates
a ___ is this different between the contacted rate and the earned rate for the actual inches run	short rate
An ___ serves as a contract between the advertiser and the publication	insertion order
___ reaches its audience by transmitting electromagnetic waves through the air across some geographic territory	broadcast tv
___reaches its audience through wires, which may be strung from telephone poles or laid underground	cable tv
Networks offer large advertisers ___ and ___ because they broadcast messages simultaneously across many affiliate stations throughout the country	convenience and efficiency
An advertiser who underwrites the cost of a program is engaging in ___	sponsorship
To save money and reduce risks, many advertisers ___ programs	cosponsor
National ___ run in clusters between programs	spot announcements
As audiences fragment, ___ programs become an increasingly popular adjunct, or alternative to network advertising	syndicated
___ is the sale of programs on a station-by-station, market-by-market basis	syndication
___ is called commercial time	inventory
In ___, former popular network programs are sold to individual stations for rebroadcast	off-network syndication
___ involves original shows, like Oprah, Inside edition, and extra	first-run syndication
One of the fastest growing trends in television is ___	barter syndication
___ or informercial	program-length advertisement
The companies that measure the program audiences of TV and radio stations for advertisers and broadcasters are called ___	rating services
In the US, ___ is the major rating service for television	Neilson Media Research
___ have helped change the face of TV ratings measurement	digital video recorders
___ is 8 to 11pm eastern and 7 to 10pm central	primte-time
___ refers to the number of households that own televisions sets	TV households
The percentage of homes in a given area that have one or more TV sets turned on at any point in time is expressed as ___	households using TV
The ___ refers to the percentage of TV households in an area that are turned in to a specific program	program rating
The percentage of homes with sets in use tuned to a specific program is called the ___	audience share
The total number of homes reached by some portion of a program is called ___	total audience
The distribution of the audience into demographic categories is called___	audience composition
The ___ are the total rating points a particular media schedule achieves over a specific period	gross rating points
Available time slots	avails
A ___ is lower because the advertiser agree to be bumped if another advertiser pays higher	preemption rate
After a spot runs, the station returns a signed and notarized ___ to the advertiser or agency, specifying when the spots aired and what makegood are available	affidavit or performance
___refer to free advertising time an advertiser receives to compensate for sports the station missed or ran incorrectly or because the program’s ratings were lower than guaranteed	makegoods
___ affords national advertisers great flexability in their choice of markets, stations, and copy	spot radio
___denotes radio spots purchased by a local advertiser or agency	local time ___ identifies the average number of people listening to a specific station for at least 5 minutes during a 16-minute period
The ___ of a radio schedule are the sum of all ratings points delivered by that schedule	gross rating points
The ___ is the total number of different people who listen to a radio station for at least 5 minutes in a quarter hour	cume persons
The ___ is the cume persons expressed as a percentage of the population being measured	cume rating
___ relies on observation, attempts to be unbiased, and consists of systematic activities	research
What are the 2 types of research?	developmental, evaluative
What type of data are verbal?	qualitative
What type of data uses surveys and experiments to collect information?	quantitative
What type of data is collected by you?	primary
What are the appropriate methods for collecting developmental research?	open, reflexive
What type of methods are used for qualitative research data?	dept interviews, focus groups
If you collect information from the internet, you are retrieving___	secondary data
On consumer tests ___	most people including analysts do not perform well
The window of opportunity when a prospect is receptive to a message is ___	aperture
A specific instance of a medium is called a ___	vehicle
The percentage of a group exposed to a vehicle is called a ___	rating
On average, how many times a typical audience member sees a message is called ___	frequency
You should emphasize reach when ___ and ___	there is high familiarity with a product and large numbers must respons
With new or unfamiliar products or low involvement product you should emphasize ___	frequency
What is used to evaluate the cost-effectiveness of media?	cost per thousand, cost per rating point
What is the formula used to calculate average frequency?	GRPs/Reach
Effective frequency is ___	not a statistic
The quality of exposure of an ad message is referred to as ___	effective reach
According to the advertising response curve, response advertising ___	diminished with repeated exposures
The element of the media mix that refers to the overall strategy of selecting and scheduling media vehicles to achieve the desired frequency	is ___
The sales potential of a particular brand in a specific market is called the ___	brand development index
A brand with a high CDI and low BDI will have ___ and ___	low market share, good market potential
Local media that many consumers in neighboring countries inadvertently received are called ___	spillover media
Exposure value relates only to the ___	medium
Attention value concerns the ___, the ____, and the ___	medium, ad message, copy
The abbreviation for cost per thousand is ___	CPM
These objectives define the specific types of people the advertiser wants to reach___	audience objectives
Distribution objectives define ___, ___, and ___ advertising should appear	when, where, how often
The total potential size of the audience for a set of ads or an entire campaign can be measured using ___	gross impressions, gross rating points
The possible exposure of an advertising message to one audience member is called ___	advertising impression
The percentage of homes exposed to ONE advertising vehicle is called the ___	rating
The percentage of people or households exposed, at least once, to all vehicles that carry an ad message is ___	reach
___ measures the intensity of a media schedule and is based on repeat exposures	frequency
Gross rating points equal ___ X ___	reach, frequency
The duration of an ad campaign over a period of time is ___	continuity
A sophisticated set of procedures maintained by a marketing department that is designed to generate a continuous, orderly flow of information for use in making marketing decisions is ___	marketing information system
After analyzing the situation and defining the problem, the next step in the research process is to perform ___	informal research
What are the 2 types of research data?	primary and secondary
Product shipment figures, billings, and warranty-card records are examples of ___	internal data, and secondary data
To understand people's underlying or subconscious feelings, attitudes, etc., advertisers use ___	projective techniques
Persuasive sources need credibility for issues of _____ and attractiveness for issues of _____	fact, taste
This type of message gives an argument against your position, then deflates it	two-sided message
Which type of message is best for preaching to converts?	one-sided message
What type of argument appeals to better educated, more knowledgeable audiences?	logical argument
What does persuasion-memory problem lead to?	cognitive response theory
According to the Elaboration Likelihood Model, how many routes to persuasion exist?	2
According to the ELM model, what should you focus on for a low-relevance issue?	likeability
Systematic procedures for helping a company to make marketing decisions are known as ___	marketing research
___ uncovers information needed to make advertising decisions	advertising research
Which technique is most often used to measure the effectiveness of advertising?	post testing
To increase the likelihood of preparing the most effective advertising messages, companies use ___	pretesting
The broad media categories of print, electronic, digital interactive, direct mail, and out-of-home are referred to as ___	media classes
The particular publication or program in which an ad appears is called a media ___	vehicle

Created by: lemarcus91

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