Deck 2: Advertising: Terminology, Concepts, and Branding Terminology

Question 1

Institutional and ideas advertising are designed to create a favorable ___________and acceptability.

A)demand
B)attitude
C)awareness
D)opinion

Answer 1

attitude

Question 2

________ forms counsel companies about public opinion and has to manage their relationship with various stakeholders

A)marketing.
B)advertising.
C)pr.
D)creative.

Answer 2

pr.

Question 3

___________firms offer graphic design services for all brands and for all media forms.

A)call center.
B)design studios.
C)production houses.
D)internet companies.

Answer 3

design studios.

Question 4

___________ is a container and conveyor of information.

A)packaging.
B)personal selling.
C)publicity.
D)sales promotion.

Question 5

________firms specialize in e-commerce and interactive media.

A)pr.
B)marketing.
C)internet.
D)ad.

Question 6

_________firm valuates marketing communication idea and tests their effectiveness.

A)pr.
B)research.
C)internet.
D)advertise.

Question 7

B2B is _________.

A)business to business.
B)brand to business.
C)business to brand.
D)brand to brand.

Question 8

B2C is __________.

A)brand to consumers.
B)business to consumers.
C)brand to compete.
D)brand to customers.

Question 9

Handwritten posters in the sixteenth and seventeenth century which are considered to be forerunners of advertising are known as

A)billboards
B)siquis.
C)posters
D)pamphlets

Question 10

GE is ___________.

A)geo effect.
B)general electric.
C)general effect.
D)geo energy.

Question 11

_____________________is defined as a communication that aims at raising money from primary or secondary markets.

A)advocacy advertising
B)generic advertising
C)financial advertising
D)surrogate advertising

Question 12

. ________ is a series of interaction between customers and a company over a time.

A)customer service.
B)client service.
C)customer relationship.
D)client relationship.

Question 13

__________are distinctive graphic designs used to communicate a product, company, or organization identity.

A)captions.
B)copy.
C)logos.
D)design.

Question 14

________is the process of creating a brand image that engages the heart and minds of customers.

A)planning.
B)branding.
C)promoting.
D)selling.

Question 15

____________are advantages that allow a product to satisfy customers needs wants or desires.

A)benefits.
B)prices.
C)brands.
D)offers.

Question 16

___________ is a visualization technique that indicates how customers perceive competing brands.

A)repositioning.
B)perceptual mapping.
C)brand identification.
D)brand positioning.

Question 17

The literal meaning of trademark is ___________.

A)matter of a trade.
B)mark of a trade.
C)master of trade.
D)minister of trade.

Question 18

___________is the degree of attachment that customers have to a brand as expressed by repeat purchases.

A)brand community.
B)brand loyalty.
C)brand image.
D)brand identity.

Question 19

___________is the collections of customers who own the same brand ad enjoy talking to each other, sharing and solving brand related problems.

A)brand community.
B)community network.
C)social network.
D)brand network.

Question 20

__________ is the application of an established brand name to new product offerings.

A)brand extension.
B)brand image.
C)brand identity.
D)brand community.

Question 21

Surrogate advertising refers to the strategy used by companies and advertisers to promote a product________________

A)clandestinely
B)directly
C)ethically
D)favorably

Question 22

________is two way communication that sends and receives messages from customers and other

A)hyper activity
B)interactivity
C)interoperability
D)dialogue

Question 23

_______ is a clever phrase that serves as a reminder of a brand, company image, or campaign theme.

A)caption
B)body copy
C)display copy
D)slogan

Question 24

_________ is copy in a type size larger than that of the body copy and meant to entice readers into reading the body copy.

A)body copy.
B)display copy.
C)caption.
D)headline.

Question 25

___________ are verbal explanations of visuals.

A)captions
B)call-outs
C)tag-line
D)signature

Question 26

________ is also called as logo.

A)signature.
B)tagline.
C)captions.
D)design.

Question 27

__________ is short songs that deliver a brand story in an easy-to-sing format.

A)melody.
B)jingles.
C)rap.
D)jazz.

Question 28

. _______ is a series of key visuals and accomplishing dialogue that explains a TV commercial.

A)video script.
B)audio script.
C)story board.
D)frames.

Question 29

________ contains the published rates and ad space availability for a particular media such as a web site.

A)rate card.
B)data card.
C)guarantee card.
D)privilege card.

Question 30

Dividing the market based on age, income, gender, educational qualification is known as

A)branding
B)demography.
C)targetting
D)positioning

Question 31

Legend is another name for

A)caption.
B)slogan
C)title
D)logo.

Question 32

_______ is copy strip added over a poster advertisement.

A)snipe.
B)split.
C)by-line.
D)caption.

Question 33

_________ is two or more oversize pages that fold out from the magazine.

A)gate-folds.
B)pop-ups.
C)pop-unders.
D)strips.

Question 34

________ is the ads that bound into the magazine that are printed on heavier paper than the rest of the magazine.

A)gate-folds.
B)pop-ups.
C)tip-ins.
D)strips.

Question 35

_______ is the esteem that a company or brand has in the eyes of its stakeholders.

A)respect.
B)reputation.
C)award.
D)brand.

Question 36

Generic advertising, also known as _______________demand advertising.

A)secondary
B)primary
C)tertiary
D)exclusive

Question 37

Any printed material sent through the mail directly to prospective customers is known as________.

A)direct mail advertising.
B)online advertising.
C)web advertising.
D)attachments.

Question 38

The blank space between margins of facing pages of a publication is ______.

A)folds.
B)gutter.
C)splits.
D)inches.

Question 39

Head & Shoulders is a power brand from _________.

A)p&g.
B)unilever.
C)johnson & johnson.
D)cavinkare.

Question 40

What is AIDA?

A)advertisement, interest, demand, acquire.
B)action, interest, desire, attention.
C)attraction, interest, desire, attention.
D)attention, interest, desire, action.

Question 41

A black and white photographic print of the final artwork used to replicate the advertisement is called _____________.

A)artwork.
B)copy.
C)layout.
D)bromide.

Question 42

Which of the following is NOT a requirement for setting advertising objectives?

A)objectives must specify the amount of change.
B)objectives must be realistic.
C)objectives must be stated in terms of profits.
D)objectives must be clear and in writing.

Question 43

____________ is an array of reach according to the level of frequency delivered to each group.

A)frequency period
B)frequency distribution
C)frequency channel
D)frequency time

Question 44

______________ is a regular program sponsored by only one advertiser.

A)program sponsorship.
B)franchise.
C)half program.
D)full program sponsorship.

Question 45

____________ is a period of time during which there is no advertising activity.

A)down link.
B)duplication.
C)hiatus.
D)imprint.

Question 46

____________ is an extended degree of consumer awareness of an advertisement within a specific media.

A)impact.
B)alternate.
C)choice.
D)impression.

Question 47

Positioning Advertising Copy Testing (PACT) principles of advertising was given by

A)david ogilvy
B)russel.h. colley
C)roosser reeves
D)j walter thompson

Question 48

The creative point in advertising where the search for a "big idea " takes pace is known as

A)ideation
B)conceptualisation.
C)visualisation
D)promotion

Question 49

____________ is a reduction from regular rates when advertising contracts to use quantities of advertising.

A)discount.
B)allowance.
C)valuation.
D)correction.

Question 50

____________ is used in outdoor advertising to refer to the number of billboards used in one display.

A)depth.
B)facing.
C)changing.
D)exposure.