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ADV3008 Test 2 Vocab and Terms

        Help!  

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