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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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Companies need to know all about how people perceive their products. This is called ___   show
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show 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   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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The Young & Rubicam ad agency developed a model called the ___ to measure brands in terms of differentiation, relevance, esteem, and familiarity in that order   show
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With any new product, the biggest problem is the ___   show
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show dominance concept  
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show media research  
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show advertising  
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show testing  
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To increase the likelihood of preparing the most effective advertising messages, companies use ___   show
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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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Advertisers may pretest an advertising strategy or particular commercials with various audience groups representing different ___   show
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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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Pretesting helps identify outstanding ads and commercials and helps determine what a ___ says and how well it says it   show
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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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show to analyze the situation and define the problem  
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show Marketing information system  
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show conduct informal (exploratory) research  
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Information collected from the marketplace about a specific problem is called ___   show
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show secondary data  
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___ is the third step in the marketing research process   show
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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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Researchers may perform a survey or some other form of ___ to get hard numbers about specific marketing situations   show
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show projective techniques  
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show intensive techniques  
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Advertisers use ___ to gain reliable, hard statistic about specific market conditions or situations   show
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In the ___, researchers monitor people’s action   show
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show Universal Product Code  
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To measure actualy cause-and-effect relationships, researchers use the ___   show
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show direct questioning  
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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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Some advertisers use ___ to measure a campaign’s effectiveness in creating a favorable image for a company, its brand, or its products   show
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show recall tests  
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By using ___ researchers can test and ad’s attention-getting value, readability, and understandability   show
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The final step in the research process involves ___   show
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show the accuracy of the findings  
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show validity  
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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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The ___ has a profound effect on an organization’s advertising   show
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The ___ is a short description of the organization’s purpose and philosophy   show
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show 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   show
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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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show DAGMAR  
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The ___ describes how the company plans to meet its marketing objectives   show
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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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show product user  
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show product competitor  
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___ is positioning apart from competitors through the creation or use of some recognized symbol or icon   show
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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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show relationship marketing  
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___ is the ratio of perceived benefits to the costs   show
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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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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 ___   show
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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 ___   show
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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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___ or service categories make deeper, personal relationships more desirable   show
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___ margins per customer suggest that the marketer should pursue basic transactional relationships augmented by brand image advertising   show
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IMC is both a ___ and a ___   show
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show wholeness  
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The ___ is a simple illustration of how perceptions are created from the various brand message sources   show
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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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The first step in the advertising pyramid is to ___   show
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The second step in the advertising pyramid is to ___   show
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show develop conviction  
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Once convinced, some people may be moved to ___ the product   show
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show action  
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show learn-feel-do  
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show advertising objective  
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___ blends the elements of the creative mix together   show
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show target audience  
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show product concept  
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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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show advertising message  
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show percentage of sales method  
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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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In the ___, ,a company runs a series of tests in different markets with different budgets to determine the best level of advertising expenditure   show
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show sales  
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The person in charge of negotiating and contracting with the media is called a ___   show
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Success as a ___ requires a range of knowledge and abilities   show
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Buyers need to know how to by ___ and ___ space   show
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The __ campaign benefited greatly from the outstanding color reproduction available only from magazines   show
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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   show
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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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show insert  
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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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___ are purchased for entertainment, information or both, are edited for consumers who buy the products for their own personal consumption   show
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show farm publications  
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show business magazines  
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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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show assess its audience  
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show rate base  
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show guaranteed circulation  
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A ___ is a thorough analysis of the circulation procedues   show
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show primary circulation  
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show secondary readership  
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show vertical publication  
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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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show cover date  
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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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___ are based on the number of ad insertions, usually within a year   show
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___ are based on the total amount of space bought during a specific period   show
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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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The ___ is about 22 inches deep and 13 inches wide and is divided into 6 columns   show
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show tabloid newspaper  
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show standard advertising unit  
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show display advertising  
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___ provide a community marketplace for goods, services, and opportunities of every type   show
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___ mean that they allow no discounts   show
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a ___ is this different between the contacted rate and the earned rate for the actual inches run   show
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An ___ serves as a contract between the advertiser and the publication   show
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___ reaches its audience by transmitting electromagnetic waves through the air across some geographic territory   show
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show cable tv  
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show convenience and efficiency  
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show sponsorship  
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show cosponsor  
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show spot announcements  
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show syndicated  
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show syndication  
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show inventory  
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In ___, former popular network programs are sold to individual stations for rebroadcast   show
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show first-run syndication  
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show barter syndication  
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___ or informercial   show
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show rating services  
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In the US, ___ is the major rating service for television   show
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___ have helped change the face of TV ratings measurement   show
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___ is 8 to 11pm eastern and 7 to 10pm central   show
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___ refers to the number of households that own televisions sets   show
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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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The total number of homes reached by some portion of a program is called ___   show
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The distribution of the audience into demographic categories is called___   show
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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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show preemption rate  
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show affidavit or performance  
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show makegoods  
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show spot radio  
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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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The ___ is the total number of different people who listen to a radio station for at least 5 minutes in a quarter hour   show
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show cume rating  
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___ relies on observation, attempts to be unbiased, and consists of systematic activities   show
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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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show primary  
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show open, reflexive  
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show dept interviews, focus groups  
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If you collect information from the internet, you are retrieving___   show
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show most people including analysts do not perform well  
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show aperture  
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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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What is the formula used to calculate average frequency?   show
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Effective frequency is ___   show
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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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show is ___  
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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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show spillover media  
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show medium  
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show medium, ad message, copy  
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show CPM  
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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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show advertising impression  
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The percentage of homes exposed to ONE advertising vehicle is called the ___   show
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show reach  
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___ measures the intensity of a media schedule and is based on repeat exposures   show
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show reach, frequency  
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show 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 ___   show
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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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show primary and secondary  
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show internal data, and secondary data  
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show projective techniques  
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show fact, taste  
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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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What does persuasion-memory problem lead to?   show
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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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Which technique is most often used to measure the effectiveness of advertising?   show
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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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show vehicle  
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