Principles Of Advertising 1 - Practice Materials

Who opened the first firm to implant a commission system based on 'open contracts'? Francis Wayland Ayer When did Kellogg's place their first ad for Corn Flakes? 1906 What year did Life publish their first edition? 1936 Which of the following became the largest advertising medium in the world in 1954? CBS In 1938, which of the advertising mediums surpassed magazines as a source of revenue? Radio Which type of advertising is used to create a favorable image for an entire company? Institutional Which type of advertising encourages consumers to make the initial purchase of a new product? Trial Which type of advertising is used to influence the way a customer perceives a product? Image Which type of advertising is designed to bring former customers back to a product? Switchback What is not an internet advertising method? Display ads What form of advertising media is the most expensive? Television What form of advertising media is the most inexpensive? Newsoaoer Criss-promotional ads and product placement ads are examples of what form of advertising medium? Specialty Coupons, fliers, and invitations are examples of what form of advertising media? Direct mail What is not a component of advertising campaigns? Geographic segmentation What can best be described as a specific group of buyers who share common needs or characteristics? Target market Dividing markets into groups based on consumer knowledge, attitude or response to a product is an example of what kind of segmentation? Behavioral What does CPM, a calculation used to determine the value or effectiveness of a medium, stand for? Cost per thousand Advertising cost should be compromised of what percentage of a company's budget? At least 20 What is not a way technology is used in advertisement? Multiculturalism What is a way social media contributes to advertising? Keeping message direct What is defined as the co-existence of diverse cultures, including race, religious beliefs and cultural backgrounds? Multiculturalism In 2016, social media advertising revenue on Facebook is projected to earn how much? $3.8 billion What impact does target audiences not have on an advertisement? How many times an advertisement will be run An advertising campaign such as "Milk Life," which promotes the milk industry rather than a particular brand is known as which of the following? Institutional advertising When selecting a newspaper to advertise in, what should be considered? Distribution, size, audience What is not a type of ad offered by newspapers? Banners ads Where would a transit advertisement be located? On forms of transportation What is the most expensive radio time slot for advertising? Morning drive What type of television ad reaches the largest audience? Network television ads What type of advertising media timing is designed to provide greater exposure over a longer period and build customer loyalty? Continuous ads A pet store's advertising department decided the best way to divide markets for their advertising was to focus on whether people have or do not have pets and if they are interested in animals or not. What type of segmentation is this? Psychographic Advertising costs are calculated based on what? Cost per thousand impressions The number of times a consumer is exposed to a message is called "reach", true or false? False When and why was the first ad placed? 1704, an announcement seeking a buyer for an Oyster Bay, Long Island estate. When did Life publish their first edition? 1936, later became the first magazines to carry $100 million annually in advertising. When did the Cola Wars begin? 1963, with the "Pepsi Generation". What is direct mail? A marketing technique in which the seller sends marketing messages directly to the buyer Includes catalogs, sale letters, brochures, etc. What is specialty advertisement? Entails the use of imprinted logos on useful or decorative products Examples: Key chains, computer mouse, mugs, sports arena banners, blimps, cross-promotional, product placement, etc. What are the advantages of a magazine ad? Allow more elaborate graphics and color What is demographic segmentation? specifies a target market on the basis of statistical information i.e. age, gender, education, etc. What is psychographic segmentation? Divides markets into groups based on lifestyle, personal values, hobbies, interests, etc. What is reach? the percentage of customers within a specific target market who are exposed to an advertising message What is frequency? the average number of times a consumer is exposed to a message What is multiculturalism? the co-existence of diverse cultures including race, beliefs, and cultural backgrounds What is multigenerationalism? is being able to market to several generations