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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. Types of Advertisements
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
cognitive dissonance
Unaided Recall
1. Product Advertisements 2. Institutional Advertisements
2. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Theater Tests
Rating
Coupons
Institutional Advertising
3. Common Advertising Appeals
Reference groups
Transit Advertising (Bus - taxi - and subway advertising)
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
4. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
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
Case Allowance
Product Advertisements
Institutional Advertisements
5. Is the products ability to satisfy both functional needs & symbolic wants
Vertical cooperative advertising
Utility
International Media
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
6. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Clearance advertising (a special form of sale advertising)
cognitive dissonance
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
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
7. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Classified Advertising
Brand loyalty
Consumer-Oriented Sales Promotions (Consumer Promotions)
8. Link key attributes to the brand name
Sounds that are familiar
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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Integrated Marketing Communications
9. 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'
Institutional Advertising
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Interpersonal influences on consumer behavior
Frequency
10. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Integrated Marketing Communications
Sounds that are familiar
Allowances and Discounts
BDI (Brand development index)
11. What are the principles of design?
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
Media vehicle
Allowances and Discounts
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
12. Firms in the same business (real-estate agents - insurance agents - pharmacies - car dealers - or travel agents) or in the same part of town advertise jointly
CPM
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Horizontal cooperative advertising
Pioneering Institutional
13. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Media vehicle
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
Coupons
14. Interactive online advertising.
the more audience attention
Frequently use the word 'you'
Utility
Rich Media
15. What are the types of headlines?
Market research
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
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
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
16. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Media vehicle
Cooperative Advertising
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Rating
17. Information gathered about a particular market or market segment
Direct Mail Advertising
Digital Interactive Media
Market research
Functions of Marketing research
18. The average number of times a person in the target audience is exposed to an ad.
Frequency
Purchase Frequency
creating a picture of the concept they want to convey
Gross Ratings Points (GRPs)
19. Tests used to test ad alternatives.
Attitudes
Rossiter & Percy's Fundamental Motives
Portfolio Tests
Sales Tests
20. Forms of Institutional Advertisements
Cost per Thousand (CPM)
provide in depth coverage of local issues - increase coverage of national and international issues - provide follow up reports - local source of consumer information - becomes more mainstream
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
21. Forms of Product Advertising
Reach
Maslow's hierarchy of needs theory of motivation based on unmet human needs
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
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
22. The speed which buyers forget the brand if advertising is not seen.
Forgetting Rate
Media vehicle
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Product Advertising
23. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Outdoor Advertising (Billboard)
Media vehicle
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)
Local Advertisers
24. Factors of Scheduling Advertising
Frequency
Attitude Tests
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Rossiter & Percy's Fundamental Motives
25. Consumer needs - product development - assess effectiveness - financial planning and quality control
Functions of Marketing research
Trade-Oriented Sales Promotions (Trade Promotions)
Full-Service Agency
Method: transformational ads - creation of brand feeling - image and mood are activated when consumer uses product or service - transforms interpretation of consumption experience--focuses on more more more
26. Stages of ad development
Brand interest
Continuity
thumbnails - roughs - dummies - comprehensives (elaborate draft)
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
27. Approaches to Post-Testing
Marketing research
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Jury Tests
Advocacy
28. Ads in magazines can be strategically placed in these places...
Flighting (Intermittent) Schedule
Consumer-Oriented Sales Promotions (Consumer Promotions)
Message development - You must create a message that gets into the minds of the consumer and target audience
bleed pages - inserts - covers - front - inside front - inside back - and outside back
29. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Ad research
Pioneering
Brand interest
Product Placement
30. Advertisements focused on selling a product or service
Product Advertisements
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
Functional needs
Consumer-Oriented Sales Promotions (Consumer Promotions)
31. What kinds of ads resonate more?
Unaided Recall
Ones with fewer words
Attitudes
Method: transformational ads - creation of brand feeling - image and mood are activated when consumer uses product or service - transforms interpretation of consumption experience--focuses on more more more
32. Allow the audience to participate actively & immediately
Attitude Tests
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Pioneering Institutional
Digital Interactive Media
33. Specializes in one aspect of the advertising process such as creative services to develop the advertising copy - buying previously un-purchased media - or providing internet services.
Finance Allowance
Limited-Service Agency
Permission-Based Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
34. The moment someone recognizes a need or want that might be satisfied by. 1.Need Recognition 2.Search Information and Alternative Evaluation 3. Purchase 4.Post-purchase use and evaluation
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
STP Marketing (Segmenting - Targeting - Positioning)
CB - The Consumer Decision Process
Local Advertisers
35. Promote brand recall
Utility
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Point-of-Purchase Displays
Ad research
36. Scare the consumer into action
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Cooperative
Portfolio Tests
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)
37. They use Retail Advertising because retail stores account for so much of the market
Segmenting
Exchange
Local Advertisers
Place-Based Media
38. Party Responsible for Carrying Out Advertising Program
Message development - You must create a message that gets into the minds of the consumer and target audience
Trade-Oriented Sales Promotions (Trade Promotions)
cognitive dissonance
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
39. Refers to the total number of different people or households exposed - at least once - to a medium in a certain amount of time - and effective reach is the quality of that exposure
Institutional Advertising
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Reach
Premiums
40. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Interpersonal influences on consumer behavior
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Brand loyalty
Message development - You must create a message that gets into the minds of the consumer and target audience
41. 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
Utility
Maslow's hierarchy of needs theory of motivation based on unmet human needs
BDI (Brand development index)
Reach
42. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Foreign Media
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
43. What are the kinds of copy you can have in an ad?
Transit Advertising
Exchange
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Limited-Service Agency
44. Advertising used to reinforce previous knowledge of a product.
Frequently use the word 'you'
Reminder
Pioneering
Reach
45. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Post-Tests
cognitive dissonance
STP Marketing (Segmenting - Targeting - Positioning)
Integrated Marketing Communications
46. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
kickers - boldface and italics
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Attitude Tests
Deals
47. Advertising that promotes a specific brand's features and benefits.
Competitive
funny ads - but not always for the right reasons
cognitive dissonance
Digital Interactive Media
48. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Outdoor Advertising (Billboard)
Sweepstakes
Institutional 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
49. Broad category of media - such as television - radio or newspaper
Media class
Merchandise Allowance
Message development - You must create a message that gets into the minds of the consumer and target audience
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
50. Merchandise offered free or at a significant discount.
Premiums
Full-Service Agency
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
creating a picture of the concept they want to convey