Principles Of Advertising Quiz 3

Front 1

Who emphasized fact-based, long copy to advance Albert Lasker's salesman-ship-in-print philosophy. His agency, opened in 1948, created clean, powerful ads marked by graceful, sensible copy and a palpable respect for the consumer's intelligence

Back 1

David Ogiley

Front 2

What recognizes differences in the market? Large heterogeneous markets are divided into clearly defined clusters of homogeneous prospects.

Back 2

Market Segmentation

Front 3

Maslow theorized that needs were hierarchical in nature, ranging from the lowest physiological needs to the highest _____ needs. example army- be all that you can be. nike- just do it.

Back 3

Self actualization

Front 4

What is a psycho graphic model that advertisers use when designing targeted ads. It places us adult consumers into one of eight segments. the main dimensions of the segmentation are primary motivation and resources.

Back 4

VACS

Front 5

________ classifies US neighborhood markets into one of 62 clusters, using a host of geo-demographic factors drawn from the us census data.

Back 5

prizm

Front 6

______ _______ is a customized research conducted for the first time, while _________ __________ is to collect all available published information. In general, market research begins with ________ research

Back 6

primary research, secondary research, secondary

Front 7

______ research is to understand how consumers behave and why

Back 7

qualitative

Front 8

______ results are presented with numbers or quantities

Back 8

quantitative

Front 9

_____ research is a quantitative method that uses structured interviews to ask large numbers of people the same set of questions.

Back 9

survey

Front 10

____ _______ use a group of 8 to 10 users or potential users who are gathered around a table to have a discussion about some topics such as the brand usage or advertising

Back 10

focus group

Front 11

_________ involves the researcher living in the lives of the subjects being studied.

Back 11

ethnographic

Front 12

is the research-and-analysis process used to gain knowledge and understanding of the consumer

Back 12

account planning

Front 13

key components of strategy document are 1) marketing objectives 2) the product 3) ______ ______ 4) brand personality 5) the promise

Back 13

target audience

Front 14

according to a study by Alfred Politz, which ad pulled the best response?

New Jobs offered in tv station
television course for 11.97 per week

Back 14

new jobs offered in tv station

Front 15

____ ____ ask questions like "do you remember seeing a commercial for a computer? or "do you remember seeing a commercial for mac?"

Back 15

recall test

Front 16

a key problem of the percentage-of-sales advertising budgeting method is that it assumes that advertising is a -

Back 16

result of sales rather than a cause of sales

Front 17

____ and _____ budgeting method starts with an assessment of the tasks or programs recommended for accomplishing a firm's advertising and marketing communication objectives.

Back 17

objective and task

Front 18

the means by which an objective is accomplished is called a ___

Back 18

strategy

Front 19

having a large market share, being in a growth industry, and having a strong management team are characteristics of _____ according to swot analysis

Back 19

strength

Front 20

_____ of ______ is the percentage of total advertising messages in a medium used by one advertiser

Back 20

share of voice

Front 21

____ of _____ is the percentage of the total market in a product category that buys a particular brand

Back 21

share of market

Front 22

strategic planning starts with the _____ _____ and ends with advertising plan

Back 22

business plan

Front 23

v8 commercial problem:

Back 23

too many messages

Front 24

clotaire rapaile-

Back 24

created the reptilian hot button- primal code to make you buy

Front 25

research measures what it says it does

Back 25

validity

Front 26

run the same test, get the same answer

Back 26

reliability

Front 27

_____ ____ is identifying a problem that can be solved with marketing communication

Back 27

strategic planning

Front 28

____ is a companies overall goals and values

Back 28

mission

Front 29

____ is key to every successful campaign

Back 29

strategy

Front 30

SWOT-

Back 30

strength, weakness, opportunity, threat

Front 31

strength

Back 31

positive traits, conditions

Front 32

weakness

Back 32

negative traits, conditions

Front 33

opportunity-

Back 33

area of possible competitive advantage

Front 34

threat-

Back 34

environmental trend that could erode business