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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. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Direct Mail Advertising
Sweepstakes
Pioneering
Competitive
2. 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)
Classified Advertising
Reachxfrequency
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
audience - ad message itself - communications media - and the product concept
3. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Clearance advertising (a special form of sale advertising)
Permission-Based Advertising
1. Product Advertisements 2. Institutional Advertisements
Contests
4. Time - place of sale - environment
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Nonpersonal influences on consumer behavior
Cost per Thousand (CPM)
Classified Advertising
5. Approaches to Post-Testing
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
Reminder
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
BDI (Brand development index)
6. Where is the advertising and brand battle won or lost?
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
Case Allowance
Message development - You must create a message that gets into the minds of the consumer and target audience
International Media
7. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Trade-Oriented Sales Promotions (Trade Promotions)
Participants in the marketing process
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
Brand interest
8. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Cooperative Advertising
Perception
Ad research
9. Influencing the brand choice of consumers who are 'ready to buy'
Limited-Service Agency
Purposes of Marketing research
Gross Ratings Points (GRPs)
Recency planning
10. Markets are segmented - products are positioned
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Segmenting
Rich Media
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
11. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Publicity Tools
Merchandise Allowance
Place-Based Media
Utility
12. Factors of Scheduling Advertising
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
Loyalty Programs
audience - ad message itself - communications media - and the product concept
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
13. Scare the consumer into action
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Transit Advertising
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)
14. Ads on the interior and exterior of busses - subways - and taxis.
BDI (Brand development index)
Transit Advertising
Reminder Institutional
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
15. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Trade-Oriented Sales Promotions (Trade Promotions)
Message development - You must create a message that gets into the minds of the consumer and target audience
Product Placement
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
16. Joining together in a consistent manner everything that communicates with customers
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
Horizontal cooperative advertising
Integrated Marketing Communications
Reach
17. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Gross Ratings Points (GRPs)
Frequently use the word 'you'
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
18. Where viewers agree to watch a commercial online in exchange for points - samples - or access to premium content - and advertisers only pay for completed views.
Rebates
Product Placement
BDI (Brand development index)
Permission-Based Advertising
19. What kinds of ads resonate more?
Ones with fewer words
Functions of Marketing research
Pretests
Sales Tests
20. A discount on each case ordered during a specific time period.
Limited-Service Agency
kickers - boldface and italics
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)
Case Allowance
21. 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
Sweepstakes
Lead in paragraphs - interior paragraphs - trial close - and close
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
CB - The Consumer Decision Process
22. Form - task - possession - time - place utility
Functional needs
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)
Lead in paragraphs - interior paragraphs - trial close - and close
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
23. Allow the audience to participate actively & immediately
Digital Interactive Media
Sales Tests
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Reachxfrequency
24. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
International Media
Local Advertisers
Reachxfrequency
25. The average number of times a person in the target audience is exposed to an ad.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Advocacy
Frequency
26. Persuade the customer
Continuity
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
Finance Allowance
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
27. 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
Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Permission-Based Advertising
Positively originated (transformational) motives
28. What are the principles of design?
Trade-Oriented Sales Promotions (Trade Promotions)
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
Product Advertising
29. How often new buyers enter the market to buy the product.
Buyer Turnover
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Transit Advertising (Bus - taxi - and subway advertising)
Marketing research
30. Showing the ad copy to a panel of consumers and having them rate how they liked it - how much it drew their attention - and how attractive they thought it was.
Jury Tests
Segmenting
Competitive
Product Advertisements
31. 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.
Continuity
Permission-Based Advertising
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Pretests
32. Three Common Discounts and Allowances
Cooperative Advertising
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Merchandise Allowance
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
33. Changing behavior by inducing anxiety
Habits
Outdoor Advertising (Billboard)
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
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
34. What does the layout of an ad consist of?
Product Advertising
Classified Advertising
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Coupons
35. People we try to emulate or whose approval concerns us
Reference groups
Direct Mail Advertising
the more audience attention
creating a picture of the concept they want to convey
36. Ads used for announcements about what a company is - what it can do - and where it is located.
Brand loyalty
Reference groups
Pioneering Institutional
Cooperative Advertising
37. Ads that simply bring the company's name to the attention of its target market again.
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Reminder Institutional
Reachxfrequency
Ad research
38. 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
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)
cognitive dissonance
CPM-TM
Allowances and Discounts
39. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Frequently use the word 'you'
Cooperative
CPM
the more audience attention
40. Cost of media buy/targeted audienceX1 - 000
Attitude Tests
CPM-TM
Classified Advertising
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
41. Consumer needs - product development - assess effectiveness - financial planning and quality control
Functions of Marketing research
thumbnails - roughs - dummies - comprehensives (elaborate draft)
CB - The Consumer Decision Process
Publicity Tools
42. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Market research
Product Advertising
Outdoor Advertising (Billboard)
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
43. Common Advertising Appeals
Participants in the marketing process
Finance Allowance
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Electronic Media
44. Advertisements focused on selling a product or service
Product Advertisements
Reach
Gross Ratings Points (GRPs)
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
45. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
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
Opinion leaders
Attitudes
Recency planning
46. Three Approaches to Setting Advertising Schedules
Digital Interactive Media
Theater Tests
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Maslow's hierarchy of needs theory of motivation based on unmet human needs
47. Advertising used to reinforce previous knowledge of a product.
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
Jury Tests
Reminder
Continuity
48. Forms of Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Coupons
Electronic Media
Sales Tests
49. The manufacturer provides the complete ads & shares the cost of the advertising time or space
CPM-TM
Vertical cooperative advertising
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
bleed pages - inserts - covers - front - inside front - inside back - and outside back
50. 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
Purchase Frequency
Digital Interactive Media
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