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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. Broad category of media - such as television - radio or newspaper
Frequency
Theater Tests
Message development - You must create a message that gets into the minds of the consumer and target audience
Media class
2. 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
cognitive dissonance
Competitive Institutional
Participants in the marketing process
Opinion leaders
3. Advertising showing one brand's strengths relative to its competitors.
Comparative
Brand loyalty
Participants in the marketing process
CPM-TM
4. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
CB - The Consumer Decision Process
Publicity Tools
creating a picture of the concept they want to convey
Samples
5. Promotes a specific product or service and stimulates short term action while building awareness of the business
Jury Tests
Product Advertising
Ones with fewer words
Purposes of Marketing research
6. 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.
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
Unaided Recall
Digital Interactive Media
Classified Advertising
7. The average number of times a person in the target audience is exposed to an ad.
Frequency
1. Product Advertisements 2. Institutional Advertisements
Classified Advertising
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
8. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Negatively originated (informational) motives
Rating
Post-Tests
Segmenting
9. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
1. Product Advertisements 2. Institutional Advertisements
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
Opinion leaders
Comparative
10. Form - task - possession - time - place utility
Marketing research
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
Cooperative Advertising
Functional needs
11. 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
Reachxfrequency
Flighting (Intermittent) Schedule
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
CB - The Consumer Decision Process
12. Reach (% of total market) x Frequency
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
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Reminder
Gross Ratings Points (GRPs)
13. What kind of ads are most often remembered?
Trade-Oriented Sales Promotions (Trade Promotions)
Sweepstakes
funny ads - but not always for the right reasons
Product Advertising
14. Visualization/conceptualization
creating a picture of the concept they want to convey
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
Advocacy
15. Placing items on sale and offering two-for-one specials of other deals
Product Advertisements
Ad research
Regular price-line advertising
Sales Advertising
16. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Negatively originated (informational) motives
Exchange
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
Pretests
17. 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'
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
Frequency
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
18. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Brand loyalty
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Continuous (Steady) Schedule
Contests
19. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Merchandise Allowance
Interpersonal influences on consumer behavior
STP Marketing (Segmenting - Targeting - Positioning)
Buyer Turnover
20. Persuade the customer
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
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
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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
21. A discount on each case ordered during a specific time period.
Case Allowance
Media class
Horizontal cooperative advertising
Finance Allowance
22. Elements of an advertising message
Horizontal cooperative advertising
Sounds that are familiar
Flighting (Intermittent) Schedule
audience - ad message itself - communications media - and the product concept
23. Ads that simply bring the company's name to the attention of its target market again.
CB - The Consumer Decision Process
Continuous (Steady) Schedule
Reminder Institutional
Theater Tests
24. What are the types of Formatting the Body Copy?
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Utility
Lead in paragraphs - interior paragraphs - trial close - and close
Opinion leaders
25. Merchandise offered free or at a significant discount.
Frequency
Premiums
Regular price-line advertising
Direct Mail Advertising
26. Advertisements that tell people what a product is - what it can do - and where it can be found.
Jury Tests
Integrated Marketing Communications
Media vehicle
Pioneering
27. 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
BDI (Brand development index)
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)
Functional needs
Print Media
28. Some methods for scheduling media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Direct Mail Advertising
Continuous (Steady) Schedule
Brand interest
29. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Product Advertising
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Exchange
International Media
30. The cost of reaching 1 - 000 individuals or households with the advertising message.
Deals
Cost per Thousand (CPM)
Regular price-line advertising
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
31. Ads that state the position of a company on an issue.
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
Rebates
Functions of Marketing research
Advocacy
32. Common Advertising Appeals
Lead in paragraphs - interior paragraphs - trial close - and close
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Deals
33. Ads on the interior and exterior of busses - subways - and taxis.
Integrated Marketing Communications
Pretests
In-House Agencies
Transit Advertising
34. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Marketing research
Aided Recall
Pretests
Sounds that are familiar
35. What does the layout of an ad consist of?
Habits
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Sounds that are familiar
the more audience attention
36. Where is the advertising and brand battle won or lost?
BDI (Brand development index)
Outdoor Advertising (Billboard)
Message development - You must create a message that gets into the minds of the consumer and target audience
Consumer-Oriented Sales Promotions (Consumer Promotions)
37. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Rich Media
Finance Allowance
Rating
Pulse (Burst) Schedule
38. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Clearance advertising (a special form of sale advertising)
Full-Service Agency
Publicity Tools
kickers - boldface and italics
39. Time - place of sale - environment
Premiums
Nonpersonal influences on consumer behavior
Marketing research
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
40. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Rating
Flighting (Intermittent) Schedule
Participants in the marketing process
41. 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.
Recency planning
Sweepstakes
Segmenting
Ones with fewer words
42. What are the standard subjects for ad visuals?
Media class
Sales 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
1. Product Advertisements 2. Institutional Advertisements
43. What are the function of headlines?
Buyer Turnover
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
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
BDI (Brand development index)
44. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Attitude Tests
Horizontal cooperative advertising
Institutional Advertising
Brand loyalty
45. Is the products ability to satisfy both functional needs & symbolic wants
Contests
Utility
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
Buyer Turnover
46. 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
Samples
Utility
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
47. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Print Media
Product Advertisements
48. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Rossiter & Percy's Fundamental Motives
Institutional Advertising
Pioneering
Recency planning
49. Tests used to test ad alternatives.
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
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Portfolio Tests
Gross Ratings Points (GRPs)
50. Types of Advertisements
Allowances and Discounts
1. Product Advertisements 2. Institutional Advertisements
Forgetting Rate
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)