ARE136 Final Exam 2025 Questions and Answers 100% Pass

ARE136 Final Exam 2025 Questions and Answers 100% Pass Comparison Advertisements - Advertisements in which an advertiser makes a comparison between the firm's brand and competitors' brands. (Persuade the consumer) Copy Testing - A form of copy (evaluative) research that aims to judge the effective of actual ads (e.i. to see if consumers get the joke in the ad or retain key knowledge about the brand from the ad) create message strategy - the set of objectives and methods used to create and spread a relevant and resonating message (about a product, service, experience, or brand) to customers and potential consumers day-after-recall - a measure where ad elements such as jingles or slogans or logos are tested for recall the day after exposure evoked set - the set of brands that comes to mind when a category is mentioned infomercial - an advertiser typically buys 5-60 minutes of television time and runs an info/entertainment program that is really an extended ad parity products - products with few major objective differences between brands (i.e. paper towels and other low-involvement goods) 2COPYRIGHT © 2025 BY SOPHIA BENNETT, ALL RIGHTS RESERVED pre- and post-exposure tests - a form of marketing research that's done to measure attitude change by measuring attitudes before the person sees the ad or message and then again after they see it testimonial - an advertisement in which an advocacy position is taken by a spokesperson unique selling proposition - a promise contained in an ad in which the advertised brand offers a specific, unique, and relevant benefit to the consumer frequency - the average number of times an individual or household within a target audience is exposed to a media vehicle in a given period of time strategic implications of informecials - - Long format gives advertisers plenty of time to make their case - Better deal for advertisers - Advantage of appearing like an entertainment show when it's actually an ad - Negative public image/Doesn't help build credibility - Some run online only above-the-line promotion - traditional measured media advertising: any message broadcast to the public via conventional means such as television, internet, radio, and, magazines agency of record - the advertising agency chosen by the advertiser to purchase media time and space below-the-line promotion - a promotional effort that includes in-store promotions, coupons, deal discounts, and product placement between-vehicle duplication - exposure to the same ad in different media 3COPYRIGHT © 2025 BY SOPHIA BENNETT, ALL RIGHTS RESERVED Continuity - the pattern of placement of ads in a media schedule continuous scheduling - a pattern of placing ads at a steady rate over a period of time cost per thousand (CPM) - the dollar cost of reaching 1000 members of an audience using a particular medium effective frequency - the number of times a target audience needs to be exposed to a message before the objectives of the advertiser are met effective reach - the number of percentage of consumers in the target audience that are exposed to an ad some minimum number of times flighting - a media-scheduling pattern of heavy advertising for a period of time, usually two weeks, followed by no advertising, followed by another period of heavy advertising forgetting function - idea that people's forgetting is fairly predictable and seems to obey a mathematical function geo-targeting - the placement of ads in geographic regions where higher purchase tendencies for a brand are evident geographic scope - scope of the geographic area to be covered by advertising media gross impressions - the sum of exposures to al