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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. Consumer needs - product development - assess effectiveness - financial planning and quality control
International Media
Buyer Turnover
Functions of Marketing research
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
2. 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'
Frequency
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Pioneering Institutional
In-House Agencies
3. What do the most effective radio commercials use?
Horizontal cooperative advertising
Sounds that are familiar
Sales Tests
Loyalty Programs
4. Advertisements focused on selling a product or service
Product Advertisements
Rating
International Media
Pretests
5. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Opinion leaders
Outdoor Advertising (Billboard)
Horizontal cooperative advertising
CPM
6. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Message development - You must create a message that gets into the minds of the consumer and target audience
Allowances and Discounts
funny ads - but not always for the right reasons
bleed pages - inserts - covers - front - inside front - inside back - and outside back
7. 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
Foreign Media
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
Sounds that are familiar
8. 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
Continuity
CPM
Horizontal cooperative advertising
9. Link key attributes to the brand name
Attitude Tests
Lead in paragraphs - interior paragraphs - trial close - and close
In-House Agencies
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
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.
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
CPM-TM
Competitive Institutional
Lead in paragraphs - interior paragraphs - trial close - and close
11. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Trade-Oriented Sales Promotions (Trade Promotions)
Sounds that are familiar
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
12. What are the types of headlines?
CB - The Consumer Decision Process
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
funny ads - but not always for the right reasons
Product Placement
13. Broad category of media - such as television - radio or newspaper
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)
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
Media class
Reminder
14. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Outdoor Advertising (Billboard)
Deals
Permission-Based Advertising
Competitive
15. Party Responsible for Carrying Out Advertising Program
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Reachxfrequency
Rating
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
16. 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.
Utility
Inquiry Tests
Purchase Frequency
Pretests
17. Offering the product free or at a greatly reduced price.
Cooperative
Samples
Utility
Clearance advertising (a special form of sale advertising)
18. 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)
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Unaided Recall
Case Allowance
19. People we try to emulate or whose approval concerns us
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
Purchase Frequency
Frequently use the word 'you'
Reference groups
20. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Continuity
Cooperative Advertising
Reachxfrequency
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
21. 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
creating a picture of the concept they want to convey
Competitive
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
22. Studies such as controlled experiments and consumer purchase tests.
Reach
Sales Tests
Market research
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
23. Ads used for announcements about what a company is - what it can do - and where it is located.
STP Marketing (Segmenting - Targeting - Positioning)
Pioneering Institutional
Rebates
Message development - You must create a message that gets into the minds of the consumer and target audience
24. 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
Samples
CPM-TM
Gross Ratings Points (GRPs)
cognitive dissonance
25. Recruit new customers - retain current customers - and regain lost customers
Sales Tests
Purchase Frequency
Purposes of Marketing research
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
26. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Product Advertising
Print Media
Recency planning
Media vehicle
27. Merchandise offered free or at a significant discount.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
thumbnails - roughs - dummies - comprehensives (elaborate draft)
kickers - boldface and italics
Premiums
28. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Attitude Tests
Opinion leaders
Transit Advertising (Bus - taxi - and subway advertising)
Competitive Institutional
29. Persuade the customer
Reach
Media vehicle
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
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
30. Define the brand image
Trade-Oriented Sales Promotions (Trade Promotions)
Allowances and Discounts
Rebates
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
31. Factors of Scheduling Advertising
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Continuity
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. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
32. Transform consumption experience
Rating
Cooperative Advertising
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
Full-Service Agency
33. What are the positives to newspapers as a form of mass media?
Purchase Frequency
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
BDI (Brand development index)
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
34. The greater size of an ad illustration...
Media vehicle
Rebates
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
the more audience attention
35. 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
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
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
Negatively originated (informational) motives
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
36. 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.
Competitive
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
Participants in the marketing process
Permission-Based Advertising
37. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Institutional Advertisements
Integrated Marketing Communications
Media vehicle
STP Marketing (Segmenting - Targeting - Positioning)
38. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuous (Steady) Schedule
kickers - boldface and italics
Coupons
Perception
39. Information gathered about a particular market or market segment
Lead in paragraphs - interior paragraphs - trial close - and close
Maslow's hierarchy of needs theory of motivation based on unmet human needs
creating a picture of the concept they want to convey
Market research
40. Displays that take the form of an advertising sign in high traffic areas of store aisles.
CPM-TM
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
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
Point-of-Purchase Displays
41. Forms of Institutional Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Interpersonal influences on consumer behavior
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Deals
42. Markets are segmented - products are positioned
Cooperative Advertising
audience - ad message itself - communications media - and the product concept
Segmenting
Institutional Advertisements
43. 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.
Rebates
Buyer Turnover
Merchandise Allowance
Limited-Service Agency
44. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Exchange
Frequency
Integrated Marketing Communications
Samples
45. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Electronic Media
Theater Tests
In-House Agencies
Brand loyalty
46. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Sales Tests
funny ads - but not always for the right reasons
Outdoor Advertising (Billboard)
Attitudes
47. Advertising that promotes a specific brand's features and benefits.
Point-of-Purchase Displays
Loyalty Programs
Media class
Competitive
48. 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
Positively originated (transformational) motives
Product Advertisements
Jury Tests
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
49. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Cost per Thousand (CPM)
Sales Advertising
Rating
Loyalty Programs
50. Where is the advertising and brand battle won or lost?
1. Product Advertisements 2. Institutional Advertisements
Message development - You must create a message that gets into the minds of the consumer and target audience
Pioneering Institutional
creating a picture of the concept they want to convey