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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. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising
Flighting (Intermittent) Schedule
Jury 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)
2. Factors of Scheduling Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
CPM
Sweepstakes
Competitive
3. What are the standard subjects for ad visuals?
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
Vertical cooperative advertising
Permission-Based Advertising
Foreign Media
4. 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.
Limited-Service Agency
Allowances and Discounts
Ones with fewer words
Regular price-line advertising
5. The cost of reaching 1 - 000 individuals or households with the advertising message.
Pulse (Burst) Schedule
Opinion leaders
Purposes of Marketing research
Cost per Thousand (CPM)
6. Is our acquired mental position regarding some idea or object
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Attitudes
Reminder Institutional
Product Advertisements
7. Forms of Institutional Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Forgetting Rate
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
Sweepstakes
8. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
International Media
Allowances and Discounts
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Unaided Recall
9. Persuade the customer
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Horizontal cooperative advertising
Pioneering Institutional
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
10. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Limited-Service Agency
Cooperative
Market research
Negatively originated (informational) motives
11. Situate the brand socially
Product Placement
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
Pretests
Reminder
12. In the newspaper for many reasons: to locate and recruit new employees - offer services (such as those of an employment agency or business opportunity broker) - or sell or lease merchandise (such as cars - real estate - and office equipment)
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Habits
Classified Advertising
Pioneering
13. Party Responsible for Carrying Out Advertising Program
Allowances and Discounts
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Regular price-line advertising
14. Cost of media buy/targeted audienceX1 - 000
CPM-TM
Utility
Cooperative
Pretests
15. Placing items on sale and offering two-for-one specials of other deals
Jury Tests
Functional needs
Sales Advertising
Lead in paragraphs - interior paragraphs - trial close - and close
16. Broad category of media - such as television - radio or newspaper
Publicity Tools
Media class
Frequency
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
17. The more frequently a product is purchased - the less repetition is required.
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Message development - You must create a message that gets into the minds of the consumer and target audience
International Media
Purchase Frequency
18. They use Retail Advertising because retail stores account for so much of the market
funny ads - but not always for the right reasons
Rebates
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Local Advertisers
19. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Forgetting Rate
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
1. Product Advertisements 2. Institutional Advertisements
Post-Tests
20. What does the layout of an ad consist of?
Comparative
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
CPM
Portfolio Tests
21. 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
Gross Ratings Points (GRPs)
Rossiter & Percy's Fundamental Motives
Institutional Advertisements
22. 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
Buyer Turnover
Horizontal cooperative advertising
Deals
In-House Agencies
23. Link key attributes to the brand name
Segmenting
Purchase Frequency
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
STP Marketing (Segmenting - Targeting - Positioning)
24. Interactive online advertising.
Habits
Transit Advertising (Bus - taxi - and subway advertising)
Frequently use the word 'you'
Rich Media
25. What are the types of subheads?
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Classified Advertising
Pioneering
kickers - boldface and italics
26. 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
Pioneering
Negatively originated (informational) motives
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Transit Advertising
27. Gross rating points =
Theater Tests
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Reachxfrequency
Attitude Tests
28. Influencing the brand choice of consumers who are 'ready to buy'
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
Recency planning
Cost per Thousand (CPM)
bleed pages - inserts - covers - front - inside front - inside back - and outside back
29. Markets are segmented - products are positioned
Buyer Turnover
funny ads - but not always for the right reasons
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
Segmenting
30. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Lead in paragraphs - interior paragraphs - trial close - and close
Trade-Oriented Sales Promotions (Trade Promotions)
Full-Service Agency
1. Product Advertisements 2. Institutional Advertisements
31. Sales promotions that offer a discounted price to the consumer - which encourage trial.
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Pretests
Coupons
Publicity Tools
32. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
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
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)
Habits
Brand interest
33. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Full-Service Agency
1. Product Advertisements 2. Institutional Advertisements
34. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
Product Placement
1. Product Advertisements 2. Institutional Advertisements
Vertical cooperative advertising
35. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
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
STP Marketing (Segmenting - Targeting - Positioning)
Rating
Finance Allowance
36. Information gathered about a particular market or market segment
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Habits
Portfolio Tests
Market research
37. How often new buyers enter the market to buy the product.
Continuity
Buyer Turnover
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Frequently use the word 'you'
38. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Direct Mail Advertising
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Foreign Media
Deals
39. The percentage of households in a market that are tuned to a particular TV/radio show.
Print Media
CPM-TM
Vertical cooperative advertising
Rating
40. 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
Comparative
Permission-Based Advertising
cognitive dissonance
BDI (Brand development index)
41. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Horizontal cooperative advertising
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Buyer Turnover
Continuous (Steady) Schedule
42. Made up of the company's own advertising staff. They may provide full services or limited services.
Reachxfrequency
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
In-House Agencies
cognitive dissonance
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
Positively originated (transformational) motives
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Jury Tests
Electronic Media
44. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Loyalty Programs
Jury Tests
CPM-TM
Reach
45. Studies such as controlled experiments and consumer purchase tests.
Message development - You must create a message that gets into the minds of the consumer and target audience
Sales Tests
Jury Tests
Ones with fewer words
46. Promotes a specific product or service and stimulates short term action while building awareness of the business
Pioneering Institutional
Product Advertising
Consumer-Oriented Sales Promotions (Consumer Promotions)
Electronic Media
47. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Exchange
Product Advertisements
Frequency
Pretests
48. Offering the product free or at a greatly reduced price.
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Outdoor Advertising (Billboard)
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Samples
49. Consumer needs - product development - assess effectiveness - financial planning and quality control
Sales Tests
Product Advertisements
Functions of Marketing research
Cooperative Advertising
50. Stages of ad development
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Reminder Institutional
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)
Brand interest