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ADV3008 Test 2 Vocab and Terms

Quiz yourself by thinking what should be in each of the black spaces below before clicking on it to display the answer.
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Question
Answer
Information gathered about a particular market or market segment   show
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show recruiting  
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Marketers using customer satisfaction studies is to ___ customers   show
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show regaining  
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show advertising research  
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___ uncovers the information needed for making advertising decisions   show
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___is used to help define the product concept or to assist in the selection of target markets, advertising messages, or media vehicles   show
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show creative concept research  
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show pretesting of ads  
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show postesting of ads  
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Companies develop an advertising strategy by blending elements of the ___   show
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To seek information about any or all of the various elements of advertising companies use ___   show
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___for a brand encompasses both utilitarian and symbolic benefits to the consumer   show
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show BrandAsset Valuator  
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With any new product, the biggest problem is the ___   show
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___is advertisers researching which markets are most important to product sales and targeting those where it can focus its resources to achieve advertising dominance   show
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show media research  
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___is one of the largest costs in a company’s marketing budget   show
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show testing  
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show pretesting  
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show posttesting  
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We refer to product concept as ___   show
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Some researchers use a process called ___, in which they present 10-12 product benefits to a group of consumers in a focus group   show
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show markets  
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Consumer’s ___ are outside advertisers’ control, but the messages they create to appeal to those ___ are not   show
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show message  
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The broad media categories of print, electronic, didigtal interactive, direct mail and out-of-home are referred to as ___   show
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___ refer to newspapers or magazines, radio or TV, and so on   show
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show media vehicle  
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___ are the size or length of an ad   show
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The first step in the marketing research process is ___   show
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show Marketing information system  
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show conduct informal (exploratory) research  
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show primary data  
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show secondary data  
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show establishing research objectives  
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show conducting formal research  
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When a company wants to collect primary data directly from the marketplace about a specific problem or issues, it uses ___   show
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show qualitative research  
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show quantitative research  
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show projective techniques  
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show intensive techniques  
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show quantitative research  
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In the ___, researchers monitor people’s action   show
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The ___ identifies series of vertical bars with a 12-digit number that adorns every consumer packaged good   show
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show experimental method  
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Through ___ researchers can elicit a full range of responses from people and thereby infer how well advertising messages convey key copy points   show
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show central location tests  
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In ___, test commercials are shown with noncompeting control commercials to determind their effectiveness, measure comprehension, and attitude shifts, and detect weaknesses   show
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show attitude tests  
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show recall tests  
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show inquiry tests  
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show interpreting and reporting the findings  
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show the accuracy of the findings  
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For a test to have ___ results must be free of bias and reflect the true status of the market   show
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show reliable  
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A ___ is a document that serves as a guide for the present and future marketing activities of an organization   show
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show marketing plan  
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show mission statement  
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show situation analysis  
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show marketing objectives  
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___ 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   show
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show communication objectives  
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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   show
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show marketing strategy  
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show define and select the target market  
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show positioning  
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show product attribute  
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show price/quality  
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___ is positioning on the basis of how a product is used   show
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___ is positioning the brand against other products that, while not the same, offer the same class of benefits   show
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___ is positioning against the particular group that uses the product   show
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show product competitor  
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show cultural symbol  
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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   show
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___ 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   show
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show value  
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The company sells the product but does not follow up in any way in ___   show
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show reactive relationship  
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show accountable relationship  
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show proactive relationships  
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show partnership  
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The relationship a company seeks with a customer is different from the one it seeks with the ___   show
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show high-profit product  
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show low-profit  
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IMC is both a ___ and a ___   show
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The concept of integration is ___   show
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show integration triangle  
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The ___ is a natural outgrowth of the marketing plan and is prepared in much the same way   show
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show advertising manager  
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show sells, tells  
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show create awareness  
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show develop comprehension  
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The third step in the advertising pyramid is to ___   show
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show desire  
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Some of those who desire the product will take ___   show
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The advertising pyramid represents the ___ model of advertising   show
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show advertising objective  
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show advertising strategy  
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show target audience  
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The bundle of values the advertiser presents to the consumer is the ___   show
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As an element of creative strategy, the ___ are all the vehicles that might transmit the advertiser’s message   show
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What the company plans to say in its ads and how it plans to say it, both verbally and nonverbally, make up the ___   show
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The ___ is one of the most popular techniques for setting advertising budgets   show
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show share of market/share of voice method  
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The ___, also known as the budget buildup method is used by many large national advertisers in the US   show
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show empirical research method  
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show sales  
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show media buyer  
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show print media buyer  
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Buyers need to know how to by ___ and ___ space   show
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show truth  
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show bleed  
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If a company plans to advertise in a particular magazine consistently, it may seek a highly desirable ___   show
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A ___ is a large ad placed in the middle of a page and surrounded with editorial matter   show
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___ are surrounded by even more editorial matter   show
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Sometimes, rather than buying a standard page, an advertiser uses an ___   show
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show gatefold  
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One of the most dramatic developments in publishing is the emergence of magazines with ___   show
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show consumer magazines  
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show farm publications  
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___ target business readers   show
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Today, most US cities have a ___   show
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show regional publications  
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show national magazines  
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The first step in analyzing a publication’s potential effectiveness is to ___   show
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The ___ is the circulation figure on which the publisher bases its rates   show
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The ___ is the number of copies the publisher expects to circulate   show
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show circulation audit  
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show primary circulation  
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show secondary readership  
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A ___ covers a specific industry in all its apsects   show
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A ___ deals with a particular job function across a veriety of industries   show
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In ___, the publisher mails the magazine free to individuals who the puslisher thinks can influence the purchase of advertised products   show
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The ___ is the date printed on the cover   show
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The ___ is the date the magazine is actualy issued   show
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The ___ is the date all ad material must be in thepublsiher’s hands for a specific issue   show
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show frequency discounts  
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show volume discounts  
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show various media  
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show media buyer  
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___ are now the third largest medium   show
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show daily newspaper  
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___ serve small urban or suburban residential areas and farm communities   show
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show standard-size newspaper  
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show tabloid newspaper  
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show standard advertising unit  
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___ includes copy, illustrations or photos, healines, coupons, and other visual componenets   show
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show classified ads  
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___ mean that they allow no discounts   show
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show short rate  
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show insertion order  
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show broadcast tv  
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___reaches its audience through wires, which may be strung from telephone poles or laid underground   show
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Networks offer large advertisers ___ and ___ because they broadcast messages simultaneously across many affiliate stations throughout the country   show
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An advertiser who underwrites the cost of a program is engaging in ___   show
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show cosponsor  
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National ___ run in clusters between programs   show
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As audiences fragment, ___ programs become an increasingly popular adjunct, or alternative to network advertising   show
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show syndication  
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___ is called commercial time   show
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show off-network syndication  
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show first-run syndication  
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One of the fastest growing trends in television is ___   show
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show program-length advertisement  
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show rating services  
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show Neilson Media Research  
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___ have helped change the face of TV ratings measurement   show
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show primte-time  
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show TV households  
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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 ___   show
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show program rating  
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show audience share  
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show total audience  
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show audience composition  
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The ___ are the total rating points a particular media schedule achieves over a specific period   show
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show avails  
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A ___ is lower because the advertiser agree to be bumped if another advertiser pays higher   show
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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   show
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___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   show
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___ affords national advertisers great flexability in their choice of markets, stations, and copy   show
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___denotes radio spots purchased by a local advertiser or agency   show
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show gross rating points  
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show cume persons  
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show cume rating  
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show research  
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show developmental, evaluative  
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What type of data are verbal?   show
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show quantitative  
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What type of data is collected by you?   show
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show open, reflexive  
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What type of methods are used for qualitative research data?   show
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show secondary data  
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show most people including analysts do not perform well  
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The window of opportunity when a prospect is receptive to a message is ___   show
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A specific instance of a medium is called a ___   show
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The percentage of a group exposed to a vehicle is called a ___   show
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show frequency  
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You should emphasize reach when ___ and ___   show
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show frequency  
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show cost per thousand, cost per rating point  
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show GRPs/Reach  
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show not a statistic  
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The quality of exposure of an ad message is referred to as ___   show
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show diminished with repeated exposures  
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The element of the media mix that refers to the overall strategy of selecting and scheduling media vehicles to achieve the desired frequency   show
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The sales potential of a particular brand in a specific market is called the ___   show
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A brand with a high CDI and low BDI will have ___ and ___   show
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Local media that many consumers in neighboring countries inadvertently received are called ___   show
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Exposure value relates only to the ___   show
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show medium, ad message, copy  
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The abbreviation for cost per thousand is ___   show
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These objectives define the specific types of people the advertiser wants to reach___   show
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show when, where, how often  
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show gross impressions, gross rating points  
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The possible exposure of an advertising message to one audience member is called ___   show
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show rating  
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The percentage of people or households exposed, at least once, to all vehicles that carry an ad message is ___   show
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show frequency  
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Gross rating points equal ___ X ___   show
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The duration of an ad campaign over a period of time is ___   show
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show marketing information system  
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After analyzing the situation and defining the problem, the next step in the research process is to perform ___   show
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What are the 2 types of research data?   show
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show internal data, and secondary data  
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show projective techniques  
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Persuasive sources need credibility for issues of _____ and attractiveness for issues of _____   show
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show two-sided message  
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show one-sided message  
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show logical argument  
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show cognitive response theory  
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According to the Elaboration Likelihood Model, how many routes to persuasion exist?   show
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According to the ELM model, what should you focus on for a low-relevance issue?   show
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Systematic procedures for helping a company to make marketing decisions are known as ___   show
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___ uncovers information needed to make advertising decisions   show
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show post testing  
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To increase the likelihood of preparing the most effective advertising messages, companies use ___   show
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show media classes  
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The particular publication or program in which an ad appears is called a media ___   show
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