SUBJECTS
|
BROWSE
|
CAREER CENTER
|
POPULAR
|
JOIN
|
LOGIN
Business Skills
|
Soft Skills
|
Basic Literacy
|
Certifications
About
|
Help
|
Privacy
|
Terms
|
Email
Search
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. 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.
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)
Market research
Inquiry Tests
Maslow's hierarchy of needs theory of motivation based on unmet human needs
2. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Rossiter & Percy's Fundamental Motives
Unaided Recall
Vertical cooperative advertising
Reference groups
3. 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.
Pioneering Institutional
BDI (Brand development index)
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Jury Tests
4. Advertisements that tell people what a product is - what it can do - and where it can be found.
cognitive dissonance
Contests
Product Advertisements
Pioneering
5. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Point-of-Purchase Displays
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
Aided Recall
6. Forms of Institutional Advertisements
Case Allowance
In-House Agencies
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
7. 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.
Sweepstakes
Integrated Marketing Communications
Lead in paragraphs - interior paragraphs - trial close - and close
Reference groups
8. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuous (Steady) Schedule
the more audience attention
Case Allowance
Institutional Advertising
9. Promote brand recall
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Cost per Thousand (CPM)
Direct Mail Advertising
10. Ads promoting the advantages of one product class over another product class and are used in markets where different product classes compete for the same buyers.
Frequently use the word 'you'
Participants in the marketing process
Competitive Institutional
Purposes of Marketing research
11. A discount on each case ordered during a specific time period.
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
Case Allowance
Brand loyalty
Reach
12. Changing behavior by inducing anxiety
Media vehicle
Negatively originated (informational) motives
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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
13. Informs consumers about services or merchandise offered at regular prices
Regular price-line advertising
Foreign Media
Rossiter & Percy's Fundamental Motives
Attitudes
14. 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
Trade-Oriented Sales Promotions (Trade Promotions)
Advocacy
Forgetting Rate
15. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Theater Tests
Reference groups
Allowances and Discounts
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
16. Is an individual's openness or curiosity about a brand
Point-of-Purchase Displays
Purchase Frequency
creating a picture of the concept they want to convey
Brand interest
17. Information gathered about a particular market or market segment
Market research
Portfolio Tests
Brand loyalty
Media class
18. Consumer needs - product development - assess effectiveness - financial planning and quality control
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Comparative
Functions of Marketing research
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
19. Customer's perception of product/service; sometimes advertisers need to change those perceptions. As well as seller's perception of customer's needs - wants - objectives.
Perception
Electronic Media
Theater Tests
Classified Advertising
20. Three Common Discounts and Allowances
Media vehicle
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Competitive
bleed pages - inserts - covers - front - inside front - inside back - and outside back
21. Elements of an advertising message
Trade-Oriented Sales Promotions (Trade Promotions)
audience - ad message itself - communications media - and the product concept
STP Marketing (Segmenting - Targeting - Positioning)
Allowances and Discounts
22. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
CPM-TM
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Continuous (Steady) Schedule
Post-Tests
23. Where is the advertising and brand battle won or lost?
Message development - You must create a message that gets into the minds of the consumer and target audience
Purposes of Marketing research
Pioneering
Market research
24. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
CPM-TM
International Media
Aided Recall
Perception
25. Content advertising
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
26. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
Transit Advertising (Bus - taxi - and subway advertising)
Frequently use the word 'you'
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
27. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
kickers - boldface and italics
Foreign Media
Buyer Turnover
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
28. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Reminder
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Product Placement
Trade-Oriented Sales Promotions (Trade Promotions)
29. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Participants in the marketing process
Unaided Recall
Contests
Buyer Turnover
30. What kinds of ads resonate more?
Ones with fewer words
Finance Allowance
Opinion leaders
Reminder
31. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Coupons
Full-Service Agency
Jury Tests
Point-of-Purchase Displays
32. What are the function of headlines?
Positively originated (transformational) motives
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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
Outdoor Advertising (Billboard)
33. 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
CB - The Consumer Decision Process
Finance Allowance
Portfolio Tests
Functions of Marketing research
34. 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
Negatively originated (informational) motives
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Buyer Turnover
Positively originated (transformational) motives
35. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Aided Recall
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
Rating
36. Time - place of sale - environment
Pioneering
Horizontal cooperative advertising
Loyalty Programs
Nonpersonal influences on consumer behavior
37. How often new buyers enter the market to buy the product.
Frequency
Buyer Turnover
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
38. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Participants in the marketing process
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Lead in paragraphs - interior paragraphs - trial close - and close
Place-Based Media
39. Types of Advertisements
Institutional Advertising
Samples
Jury Tests
1. Product Advertisements 2. Institutional Advertisements
40. Questions such as "What ads do you remember watching yesterday?" is asked of respondents without any prompting to determine whether they saw or heard advertising messages.
thumbnails - roughs - dummies - comprehensives (elaborate draft)
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Pioneering Institutional
Unaided Recall
41. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Finance Allowance
Integrated Marketing Communications
Institutional Advertising
Pulse (Burst) Schedule
42. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Reach
Direct Mail Advertising
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Exchange
43. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Gross Ratings Points (GRPs)
Habits
Electronic Media
Media vehicle
44. Reimbursing a retailer for extra in-store support or special featuring of the brand.
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
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)
Merchandise Allowance
45. What are the kinds of copy you can have in an ad?
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Segmenting
Sweepstakes
46. Advertising showing one brand's strengths relative to its competitors.
Market research
Samples
Comparative
1. Product Advertisements 2. Institutional Advertisements
47. What are the positives to newspapers as a form of mass media?
Sales Advertising
kickers - boldface and italics
Reference groups
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
48. Advertisements focused on selling a product or service
Product Advertisements
Pioneering Institutional
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
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
49. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
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. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Product Advertising
Publicity Tools
50. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Utility
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
Samples
Full-Service Agency