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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. Persuade the customer
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
Limited-Service Agency
Transit Advertising
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
2. 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.
Sales Tests
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Jury Tests
Direct Mail Advertising
3. Ads in magazines can be strategically placed in these places...
Merchandise Allowance
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1. Product Advertisements 2. Institutional Advertisements
4. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Competitive Institutional
Vertical cooperative advertising
Continuous (Steady) Schedule
CPM-TM
5. Advertisements focused on selling a product or service
BDI (Brand development index)
Sales Tests
Product Advertisements
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
6. What are the types of Formatting the Body Copy?
Attitudes
Negatively originated (informational) motives
Lead in paragraphs - interior paragraphs - trial close - and close
CPM
7. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Pioneering Institutional
Opinion leaders
funny ads - but not always for the right reasons
CPM-TM
8. 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
Buyer Turnover
Integrated Marketing Communications
Reference groups
9. 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
BDI (Brand development index)
Advocacy
CPM
Horizontal cooperative advertising
10. The more frequently a product is purchased - the less repetition is required.
Trade-Oriented Sales Promotions (Trade Promotions)
CPM-TM
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Purchase Frequency
11. Promotes a specific product or service and stimulates short term action while building awareness of the business
the more audience attention
Product Advertising
audience - ad message itself - communications media - and the product concept
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
12. The greater size of an ad illustration...
Trade-Oriented Sales Promotions (Trade Promotions)
the more audience attention
Premiums
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
13. Advertising that promotes a specific brand's features and benefits.
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
Cost per Thousand (CPM)
Transit Advertising (Bus - taxi - and subway advertising)
Competitive
14. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Digital Interactive Media
Foreign Media
Place-Based Media
Product Placement
15. Ads that state the position of a company on an issue.
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Advocacy
Exchange
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
16. The number of different people or households exposed to an ad.
Frequency
Aided Recall
Reach
Portfolio Tests
17. Information gathered about a particular market or market segment
Habits
Cooperative Advertising
Market research
Attitudes
18. What are the types of subheads?
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Case Allowance
Purposes of Marketing research
kickers - boldface and italics
19. Scare the consumer into action
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
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)
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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
20. Advertising showing one brand's strengths relative to its competitors.
Pretests
Rebates
Comparative
Publicity Tools
21. Some methods for scheduling media
Sweepstakes
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Negatively originated (informational) motives
Opinion leaders
22. What kind of ads are most often remembered?
Pioneering Institutional
funny ads - but not always for the right reasons
Negatively originated (informational) motives
Exchange
23. What is the best way to grab attention in an ad?
24. 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
Horizontal cooperative advertising
Consumer-Oriented Sales Promotions (Consumer Promotions)
BDI (Brand development index)
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
25. People we try to emulate or whose approval concerns us
kickers - boldface and italics
Foreign Media
Point-of-Purchase Displays
Reference groups
26. A discount on each case ordered during a specific time period.
Comparative
the more audience attention
Case Allowance
Media vehicle
27. 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.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Pretests
28. The average number of times a person in the target audience is exposed to an ad.
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Continuous (Steady) Schedule
Integrated Marketing Communications
Frequency
29. What are the standard subjects for ad visuals?
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Competitive
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
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
30. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Point-of-Purchase Displays
Purposes of Marketing research
Attitude Tests
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
31. Define the brand image
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Trade-Oriented Sales Promotions (Trade Promotions)
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Nonpersonal influences on consumer behavior
32. Types of Publicity Tools
STP Marketing (Segmenting - Targeting - Positioning)
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Unaided Recall
33. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
Pulse (Burst) Schedule
Transit Advertising (Bus - taxi - and subway advertising)
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)
34. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
STP Marketing (Segmenting - Targeting - Positioning)
Coupons
Full-Service Agency
International Media
35. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Purposes of Marketing research
Foreign Media
Sweepstakes
Reach
36. Gathering - recording - and analyzing new information to help managers make marketing decisions
Forgetting Rate
Contests
Marketing research
Reach
37. Ads on the interior and exterior of busses - subways - and taxis.
Purchase Frequency
Exchange
Transit Advertising
Allowances and Discounts
38. Transform consumption experience
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
audience - ad message itself - communications media - and the product concept
Utility
Case Allowance
39. What are the types of headlines?
Perception
Competitive Institutional
Interpersonal influences on consumer behavior
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
40. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Product Advertisements
Contests
Theater Tests
International Media
41. 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
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
cognitive dissonance
Sales Advertising
Rossiter & Percy's Fundamental Motives
42. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Ad research
Institutional Advertisements
Product Advertising
Theater Tests
43. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Rebates
Institutional Advertisements
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
International Media
44. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Purposes of Marketing research
Direct Mail 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
CPM-TM
45. Cost of media buy/targeted audienceX1 - 000
CPM-TM
CB - The Consumer Decision Process
STP Marketing (Segmenting - Targeting - Positioning)
Cost per Thousand (CPM)
46. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Message development - You must create a message that gets into the minds of the consumer and target audience
CB - The Consumer Decision Process
Pioneering Institutional
Deals
47. 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.
Sounds that are familiar
Deals
Inquiry Tests
Finance Allowance
48. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Ones with fewer words
Sweepstakes
CB - The Consumer Decision Process
Product Placement
49. Advertising used to reinforce previous knowledge of a product.
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
Rich Media
Outdoor Advertising (Billboard)
Reminder
50. 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.
Post-Tests
Ones with fewer words
Permission-Based Advertising
International Media