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Test your basic knowledge |
Advertising
Start Test
Study First
Subject
:
business-skills
Instructions:
Answer 50 questions in 15 minutes.
If you are not ready to take this test, you can
study here
.
Match each statement with the correct term.
Don't refresh. All questions and answers are randomly picked and ordered every time you load a test.
This is a study tool. The 3 wrong answers for each question are randomly chosen from answers to other questions. So, you might find at times the answers obvious, but you will see it re-enforces your understanding as you take the test each time.
1. What are the standard subjects for ad visuals?
Premiums
Digital Interactive Media
Balance: formal and informal - Unity-harmony among components - Proportion-size and tonal relationships - Emphasis:what is the major component - Sequence/order: how we direct the readers gaze
1) the package containing the product 2) the product itself 3) the product in use 4) how to use the product 5) product features 6) comparison 7) user benefit 8) humor 9) testimonial 10) negative appeal
2. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
Interpersonal influences on consumer behavior
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Reach
3. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
Message development - You must create a message that gets into the minds of the consumer and target audience
Theater Tests
Cooperative Advertising
4. Advertisements focused on selling a product or service
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Purposes of Marketing research
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Product Advertisements
5. Displays that take the form of an advertising sign in high traffic areas of store aisles.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Point-of-Purchase Displays
Case Allowance
Clearance advertising (a special form of sale advertising)
6. Persuade the customer
Regular price-line advertising
Habits
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Methods: reason why/hard sell approach - create logical arguments - assumes actively engaged consumer - potential for consumer counter argument - involves demonstration - comparison and testimonials - informercials have a bad reputation - not he
7. Advertising that promotes a specific brand's features and benefits.
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Finance Allowance
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Competitive
8. Markets are segmented - products are positioned
audience - ad message itself - communications media - and the product concept
Segmenting
CPM
Post-Tests
9. What are the function of headlines?
Sales Advertising
attract attention - engage the audience - explain the visual - lead the audience into the body of the ad - introduce the brand and present the selling message
Product Advertising
Digital Interactive Media
10. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Consumer-Oriented Sales Promotions (Consumer Promotions)
Media vehicle
Participants in the marketing process
Reachxfrequency
11. The percentage of households in a market that are tuned to a particular TV/radio show.
BDI (Brand development index)
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Rating
Market research
12. Simply the percentage of homes exposed to an advertising media
Rossiter & Percy's Fundamental Motives
Rating
Forgetting Rate
Perception
13. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CPM
Forgetting Rate
Direct Mail Advertising
Merchandise Allowance
14. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Allowances and Discounts
Gross Ratings Points (GRPs)
Institutional Advertising
Message development - You must create a message that gets into the minds of the consumer and target audience
15. Offers the return of money based on proof of purchase.
Rich Media
Rebates
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Methods: Put it in everyday context - or branded entertainment - emphasizes that objects have social meaning - advertisers know this so they try to put the product in a socially desirable context
16. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Limited-Service Agency
Print Media
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Opinion leaders
17. Is our acquired mental position regarding some idea or object
Buyer Turnover
Attitudes
cognitive dissonance
Market research
18. Link key attributes to the brand name
fear appeal ads - powerful emotion - focuses on risks - harm - or negative consequences - must be plausible to be effective - hard to use - must offer a relief to the fear (which would be the product)
Portfolio Tests
Rossiter & Percy's Fundamental Motives
Method: Unique selling proposition - Forms a competitive advantage - attempt to get consumer to think but not THAT much - more complex - it gives you a reason to buy
19. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Horizontal cooperative advertising
Place-Based Media
Aided Recall
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
20. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Cooperative Advertising
Reach
Marketing research
STP Marketing (Segmenting - Targeting - Positioning)
21. The most common energizers of consumer behavior - such as a problem removal or problem avoidance. The consumer actively seeks information to reduce the mental state
Advocacy
Habits
Regular price-line advertising
Negatively originated (informational) motives
22. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Market research
STP Marketing (Segmenting - Targeting - Positioning)
Point-of-Purchase Displays
Make the consumers like the brand - appeal more to feelings - 'soft sell' tend to be preferred by creatives - usually includes a feel-good ad - humor - or sex appeal
23. Consumer needs - product development - assess effectiveness - financial planning and quality control
funny ads - but not always for the right reasons
Post-Tests
Pretests
Functions of Marketing research
24. A positive bonus is promised rather than the removal or reduction of some negative situation. The 3 positively originated motives- sensory gratification - intellectual stimulation - & social approval
Purposes of Marketing research
Positively originated (transformational) motives
Interpersonal influences on consumer behavior
Functional needs
25. Types of Advertisements
1. Product Advertisements 2. Institutional Advertisements
Habits
CB - The Consumer Decision Process
Frequency
26. Addition product information - product samples - or premiums are offered to an ad's readers or viewers. Ads generating the most inquiries are presumed to be the most effective.
Inquiry Tests
Portfolio Tests
Balance: formal and informal - Unity-harmony among components - Proportion-size and tonal relationships - Emphasis:what is the major component - Sequence/order: how we direct the readers gaze
Unaided Recall
27. Ads in magazines can be strategically placed in these places...
Transit Advertising
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Reach
Horizontal cooperative advertising
28. Scare the consumer into action
Aided Recall
Utility
fear appeal ads - powerful emotion - focuses on risks - harm - or negative consequences - must be plausible to be effective - hard to use - must offer a relief to the fear (which would be the product)
Buyer Turnover
29. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
1. Coupons 2. Deals 3. Premiums 4. Contests 5. Sweepstakes 6. Samples 7. Loyalty Programs 8. Point-of-Purchase Displays 9. Rebates 10. Product Placement
creating a picture of the concept they want to convey
Transit Advertising
Foreign Media
30. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
Classified Advertising
Nonpersonal influences on consumer behavior
Finance Allowance
31. Promote brand recall
Gross Ratings Points (GRPs)
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Reminder Institutional
Pulse (Burst) Schedule
32. Indicates the sales potential of a particular brand in a specific market area = percent of the brand's total U.S sales in the area/Percent of total U.S population in the areaX100
Purchase Frequency
Pioneering
BDI (Brand development index)
Product Advertising
33. Evaluation process conducted before the ads are in place to determine whether the ad communicates the intended message or to select among alternative versions of the ad.
CB - The Consumer Decision Process
Theater Tests
STP Marketing (Segmenting - Targeting - Positioning)
Pretests
34. Measures the intensity of a media schedule - based on repeated exposures to the medium (important for memory) - effective frequency is considered somewhere between 'awareness' and 'overexposure'
Advocacy
Limited-Service Agency
Frequency
thumbnails - roughs - dummies - comprehensives (elaborate draft)
35. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Merchandise Allowance
Consumer-Oriented Sales Promotions (Consumer Promotions)
Local Advertisers
Reference groups
36. What does the layout of an ad consist of?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Frequency
Pretests
Deals
37. The feelings of doubt and concern after a purchase is made. dissonance increases when: (1) the purchase price is high (2) there are many close alternatives (3) the item is intangible (4) the purchase is important (5) the item purchased lasts a long
cognitive dissonance
Ad research
Attitude Tests
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
38. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Publicity Tools
Marketing research
Frequently use the word 'you'
Market research
39. Offering the product free or at a greatly reduced price.
Finance Allowance
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Samples
40. Time - place of sale - environment
Point-of-Purchase Displays
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Consumer-Oriented Sales Promotions (Consumer Promotions)
Nonpersonal influences on consumer behavior
41. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Method: Unique selling proposition - Forms a competitive advantage - attempt to get consumer to think but not THAT much - more complex - it gives you a reason to buy
Reachxfrequency
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Continuous (Steady) Schedule
42. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Publicity Tools
Media class
funny ads - but not always for the right reasons
Cooperative
43. Of radio & tv used to be called broadcast media; but with advent of cable TV - many programs are now transmitted electronically though wires rather than broadcast through the air
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Methods: anxiety and social anxiety ads - present clear and present danger - demonstrate that the only way to avoid this social danger is to buy this product - while it is one of the most effective methods - there are often ethical issues
Comparative
Electronic Media
44. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Sales Advertising
Pioneering
Digital Interactive Media
Post-Tests
45. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Advocacy
audience - ad message itself - communications media - and the product concept
Institutional Advertisements
46. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Print Media
Positively originated (transformational) motives
Brand loyalty
Maslow's hierarchy of needs theory of motivation based on unmet human needs
47. Common Advertising Appeals
Loyalty Programs
Frequency
Rating
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
48. Family - society - reference groups - opinion leaders
1. Product Advertisements 2. Institutional Advertisements
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Interpersonal influences on consumer behavior
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
49. Sales promotions that require participants to submit some kind of entry but are purely games of chance requiring no analytical or creative effort by the consumer.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Sweepstakes
Brand loyalty
Rossiter & Percy's Fundamental Motives
50. Where is the advertising and brand battle won or lost?
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Message development - You must create a message that gets into the minds of the consumer and target audience
Negatively originated (informational) motives
Institutional Advertisements