Principles Of Advertising Quiz 1

Front 1

What kind of advertising did the Republicans use in their "Rats" advertisement?

Back 1

Subliminal Advertising

Front 2

What % of companies is spent on advertising?

Back 2

20

Front 3

What was the major product for advertising in 1875-1918?

Back 3

Patent Medicine

Front 4

What happened to advertising in 1912?

Back 4

Became regulated because of lies

Front 5

Who's advertisements said they would cure everything in the 1880's?

Back 5

Pond's

Front 6

What happened to advertising in 1929-1941?

Back 6

Diminished and went back to hard-sell approach

Front 7

What happened to advertising during the depression?

Back 7

emergence and went back to cartoon style

Front 8

What was the era in advertising called in the 1960's?

Back 8

"Creative Revolution"

Front 9

What does thinking small do for the customer?

Back 9

Makes it feel like it's their productq

Front 10

What you say-?

Back 10

Strategy

Front 11

How you say it-?

Back 11

Creativity

Front 12

Final touch, details-?

Back 12

Execution

Front 13

What ties together to solve business problems in an advertisement?

Back 13

Creativity and Strategy

Front 14

What does the Effie Award focus on?

Back 14

Results

Front 15

What did the Big Brother character in the Mac advertisement?

Back 15

IBM, PC

Front 16

How many times did the 1984 Mac ad run and how much did it cost?

Back 16

once, $800,000

Front 17

Which ad was the advertising event of the year in 1984 that helped promote computer advertisements?

Back 17

1984 Mac advertisement during superbowl

Front 18

Name some types of advertisements

Back 18

Brand
Retail or Local
Political
Direct-response
Business to Business
Institutional
Public Service

Front 19

Definition of?
An organizational fuction and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders

Back 19

Marketing

Front 20

What are the 4 p's of marketing?

Back 20

Product,
price,
place (distribution)
promotion (Marketing communication)

Front 21

Which P of Marketing does advertising fall under?

Back 21

Promotion (Marketing Communication)

Front 22

Name some things in the future of advertisement-

Back 22

Changing Pictures
Personalized (Minority Report- says your name)

ADVERTISING IS CHANGING

Front 23

What is advertising a component of?

Back 23

Marketing

Front 24

What is product branding?

Back 24

Creating a unique identity

Front 25

What is brand equity?

Back 25

Brand name itself carries value

Front 26

What is line extension?

Back 26

Creating different types of your product (ex. vanilla coke)
Risk is it could give brand a bad name if product is bad

Front 27

What is brand extension?

Back 27

Use brand name for different products
(Ex. Heinz Pet food)
Risk is it could damage brand name

Front 28

What are multi-brands?

Back 28

Using different brand names for one company
(Ex. Proctor and Gamble detergents- tide, gain cheer)
Risk is it may not be strong for business, could spread profits out

Front 29

What are new brands?

Back 29

Creating new brands in a business
Ex. Kenmore for appliances
Craftsman for tools
Homart for home installation
all under Sears

Front 30

Which campaign branded a commodity with personality?

Back 30

Got Milk?

Front 31

What did the "Got Milk?" campaign do to get a successful campaign? What happened to their product?

Back 31

Took a bland product and made it exciting, Milk deprivation

Front 32

What is the "Emotional Element"?

Back 32

My little sports car, sets me free, simple, i'm in control

Front 33

Which Ad agency job is...
Liaison between client and agency

Back 33

Account Management

Front 34

Which Ad agency job is...
Creation of advertisement?

Back 34

Creative Development and production?

Front 35

Which Ad agency job is...
Planning and Buying the most effective way of delivering the message

Back 35

Media Planning and Buying

Front 36

Which Ad agency job is...
Gathering intelligence on markets and consumers?

Back 36

Account planning and research

Front 37

Which Ad agency job is...
Account coordination?

Back 37

Internal Services

Front 38

Strategy that is defined by where to spend money

Back 38

Push and Pull strategy

Front 39

Relationship Marketing is?

Back 39

Stake holders

Front 40

Guerilla Marketing is?

Back 40

Catch them off guard

Front 41

Viral marketing is?

Back 41

Word of mouth

Front 42

Mobile marketing is?

Back 42

Text ads

Front 43

Social Network marketing is?

Back 43

Ads on Myspace, Facebook

Front 44

How do agencies make money? (3 ways)

Back 44

Media Commission- 15% commission allowance

Fees

Performance

Front 45

4 Types of agencies-

Back 45

Full Service
In-house
Creative boutiques
Media Buying services

Front 46

First product category heavily advertised on a national scare during PT Barnum era?

Back 46

Patent medicine

Front 47

Prosperous time during advertising? found glamor, respectability, and fame by presenting stylish and artistic ads

Back 47

1920's

Front 48

The amount of advertising diminished during what time?

Back 48

The Depression

Front 49

Ads from this person were often densely packed with outrageous claims and promises of patent medicine

Back 49

PT Barnum

Front 50

If advertisements have not met specific objectives and were not really directed to the correct target audience, which dimension of effective advertising is in trouble?

Back 50

strategy

Front 51

Award presented based on advertising objectives

Back 51

Effy's

Front 52

What kind of advertising focuses on availability and stimulating store traffic?

Back 52

Retail advertising

Front 53

What kind of advertising is the most visible? focuses on the long term brand identity

Back 53

Brand advertising

Front 54

Companies may have multiple agencies working for them but they normally have a(n) _____ which does most of their business and even manage the other agencies?

Back 54

AOR- Authorized Organization Representative

Front 55

Brand management was established by? early as 1931

Back 55

Proctor and Gamble

Front 56

If honda uses company name to cover such different products as automobiles, lawn mowers, and motorcycles it is practicing what brand strategy?

Back 56

Brand Extension

Front 57

What s the value of how people think and feel about a brand relative to its competition?

Back 57

Equity

Front 58

What is to use a successful brand name to introduce additional items in a given product category under the same brand name?

Back 58

Line extension

Front 59

Push or Pull?
target resellers to gain their acceptance using trade deals and trade advertising

Back 59

Push

Front 60

The main creative strategy of the Got Milk Campaign was?

Back 60

Milk deprivation

Front 61

Which p of marketing includes product design and development, branding and packaging?

Back 61

Product

Front 62

For marketers, the greatest proportion of total marketing dollars goes to?

Back 62

Trade Promotion

Front 63

with ______ an advertiser is able to conduct research/planning, creative development, media buying and production of the advertising itself

Back 63

In-house agency

Front 64

The Apple 1984 commercial was made by?

Back 64

Chiat/day