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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. Family - society - reference groups - opinion leaders
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
cognitive dissonance
Interpersonal influences on consumer behavior
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
2. Approaches to Post-Testing
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Merchandise Allowance
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. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
3. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Coupons
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
Opinion leaders
4. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Cooperative Advertising
Product Placement
Comparative
Pulse (Burst) Schedule
5. Stages of ad development
Ad research
Market research
thumbnails - roughs - dummies - comprehensives (elaborate draft)
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
6. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Point-of-Purchase Displays
Trade-Oriented Sales Promotions (Trade Promotions)
Finance Allowance
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)
7. Persuade the customer
Trade-Oriented Sales Promotions (Trade Promotions)
Merchandise Allowance
Participants in the marketing process
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
8. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Functions of Marketing research
Institutional Advertisements
Loyalty Programs
Direct Mail Advertising
9. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Publicity Tools
Consumer-Oriented Sales Promotions (Consumer Promotions)
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
Exchange
10. The cost of reaching 1 - 000 individuals or households with the advertising message.
Direct Mail Advertising
Contests
Cost per Thousand (CPM)
Clearance advertising (a special form of sale advertising)
11. 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
Theater Tests
Point-of-Purchase Displays
Negatively originated (informational) motives
Permission-Based Advertising
12. 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) 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
Frequency
Product Advertising
Sweepstakes
13. Influencing the brand choice of consumers who are 'ready to buy'
1. Product Advertisements 2. Institutional Advertisements
Aided Recall
Recency planning
Reach
14. A discount on each case ordered during a specific time period.
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Theater Tests
Case Allowance
15. What are the standard subjects for ad visuals?
Flighting (Intermittent) Schedule
Institutional 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
Message development - You must create a message that gets into the minds of the consumer and target audience
16. 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
Allowances and Discounts
Attitude Tests
Habits
17. The average number of times a person in the target audience is exposed to an ad.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Frequency
Positively originated (transformational) motives
Sounds that are familiar
18. What are the kinds of copy you can have in an ad?
Contests
Deals
Reachxfrequency
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
19. What do the most effective radio commercials use?
Institutional Advertising
Sounds that are familiar
Product Placement
Gross Ratings Points (GRPs)
20. How often new buyers enter the market to buy the product.
Inquiry Tests
Buyer Turnover
Pioneering Institutional
Frequency
21. Promotes a specific product or service and stimulates short term action while building awareness of the business
Regular price-line advertising
Product Advertising
Post-Tests
Flighting (Intermittent) Schedule
22. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
funny ads - but not always for the right reasons
Place-Based Media
Sales Tests
23. Ads that simply bring the company's name to the attention of its target market again.
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
Reminder Institutional
Frequently use the word 'you'
Local Advertisers
24. 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
Electronic Media
Place-Based Media
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
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
25. The greater size of an ad illustration...
In-House Agencies
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
the more audience attention
Perception
26. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Outdoor Advertising (Billboard)
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
Place-Based Media
Allowances and Discounts
27. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Vertical cooperative advertising
Positively originated (transformational) motives
International Media
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
28. 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
Reachxfrequency
Digital Interactive Media
Contests
BDI (Brand development index)
29. Advertisements that tell people what a product is - what it can do - and where it can be found.
Buyer Turnover
Brand loyalty
Pioneering
In-House Agencies
30. Types of Publicity Tools
1. Product Advertisements 2. Institutional Advertisements
Digital Interactive Media
Foreign Media
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
31. Made up of the company's own advertising staff. They may provide full services or limited services.
Rating
Product Placement
In-House Agencies
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
32. Forms of Product Advertising
Sweepstakes
Full-Service Agency
Horizontal cooperative advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
33. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Competitive
Case Allowance
Pioneering Institutional
Continuous (Steady) Schedule
34. What are the types of subheads?
Cost per Thousand (CPM)
kickers - boldface and italics
Buyer Turnover
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
35. Ads used for announcements about what a company is - what it can do - and where it is located.
Pioneering Institutional
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
Contests
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
36. Informs consumers about services or merchandise offered at regular prices
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Regular price-line advertising
Contests
Gross Ratings Points (GRPs)
37. Is the products ability to satisfy both functional needs & symbolic wants
Publicity Tools
Electronic Media
Sounds that are familiar
Utility
38. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Market research
Classified Advertising
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
Habits
39. What are the function of headlines?
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
Allowances and Discounts
Functional needs
40. 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
Horizontal cooperative advertising
Transit Advertising (Bus - taxi - and subway advertising)
Brand interest
BDI (Brand development index)
41. Gathering - recording - and analyzing new information to help managers make marketing decisions
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Transit Advertising (Bus - taxi - and subway advertising)
Sweepstakes
Marketing research
42. Advertising that promotes a specific brand's features and benefits.
Participants in the marketing process
CB - The Consumer Decision Process
Marketing research
Competitive
43. Visualization/conceptualization
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
creating a picture of the concept they want to convey
audience - ad message itself - communications media - and the product concept
Aided Recall
44. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Continuous (Steady) Schedule
Gross Ratings Points (GRPs)
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Transit Advertising (Bus - taxi - and subway advertising)
45. Changing behavior by inducing anxiety
Attitude Tests
Competitive
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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
46. What are the principles of design?
Horizontal cooperative advertising
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
Sales Tests
Point-of-Purchase Displays
47. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Rating
Cooperative Advertising
Participants in the marketing process
Product Placement
48. Advertisements focused on selling a product or service
Product Advertisements
Competitive Institutional
BDI (Brand development index)
Comparative
49. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Foreign Media
Pulse (Burst) Schedule
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Rossiter & Percy's Fundamental Motives
50. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Outdoor Advertising (Billboard)
Rossiter & Percy's Fundamental Motives
Institutional Advertising
funny ads - but not always for the right reasons