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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. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Publicity Tools
Premiums
Pulse (Burst) Schedule
Buyer Turnover
2. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Reminder Institutional
Functions of Marketing research
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Allowances and Discounts
3. What kind of ads are most often remembered?
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
funny ads - but not always for the right reasons
Attitude Tests
International Media
4. Merchandise offered free or at a significant discount.
Premiums
Digital Interactive Media
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Sales Tests
5. Ads on the interior and exterior of busses - subways - and taxis.
Lead in paragraphs - interior paragraphs - trial close - and close
Participants in the marketing process
Sounds that are familiar
Transit Advertising
6. Scare the consumer into action
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)
kickers - boldface and italics
Regular price-line advertising
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
7. Simply the percentage of homes exposed to an advertising media
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Rating
Transit Advertising (Bus - taxi - and subway advertising)
8. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Rating
Reachxfrequency
Merchandise Allowance
Foreign Media
9. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Recency planning
Direct Mail Advertising
Product Placement
10. Cost of media buy/targeted audienceX1 - 000
Ad research
Attitudes
CPM
CPM-TM
11. What are the positives to newspapers as a form of mass media?
creating a picture of the concept they want to convey
Pulse (Burst) Schedule
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
Aided Recall
12. 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)
CB - The Consumer Decision Process
Digital Interactive Media
Finance Allowance
Classified Advertising
13. Forms of Product Advertising
Segmenting
Message development - You must create a message that gets into the minds of the consumer and target audience
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Vertical cooperative advertising
14. 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
Exchange
Media class
cognitive dissonance
Recency planning
15. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
CB - The Consumer Decision Process
Pioneering Institutional
STP Marketing (Segmenting - Targeting - Positioning)
Pioneering
16. Tests used to test ad alternatives.
Horizontal cooperative advertising
Rossiter & Percy's Fundamental Motives
Exchange
Portfolio Tests
17. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Habits
Media vehicle
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)
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
18. 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
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
Digital Interactive Media
the more audience attention
19. Promote brand recall
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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
Allowances and Discounts
kickers - boldface and italics
20. Is the products ability to satisfy both functional needs & symbolic wants
Point-of-Purchase Displays
Frequency
In-House Agencies
Utility
21. 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
Functional needs
Sales Tests
kickers - boldface and italics
Horizontal cooperative advertising
22. The number of different people or households exposed to an ad.
Merchandise Allowance
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
CB - The Consumer Decision Process
Reach
23. Affective Association
24. Broad category of media - such as television - radio or newspaper
Media class
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)
Horizontal cooperative advertising
Reminder
25. Markets are segmented - products are positioned
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
Segmenting
Deals
Horizontal cooperative advertising
26. Some methods for scheduling media
kickers - boldface and italics
Competitive Institutional
Ones with fewer words
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
27. 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.
Unaided Recall
Institutional Advertising
Horizontal cooperative advertising
Jury Tests
28. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Coupons
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
29. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Frequency
Frequency
Sales Tests
30. Advertising showing one brand's strengths relative to its competitors.
Advocacy
Inquiry Tests
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Comparative
31. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Participants in the marketing process
Classified Advertising
STP Marketing (Segmenting - Targeting - Positioning)
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
32. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
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
Purposes of Marketing research
Case Allowance
Flighting (Intermittent) Schedule
33. Three Common Discounts and Allowances
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Publicity Tools
Competitive
Rating
34. What is the best way to grab attention in an ad?
35. Interactive online advertising.
Rich Media
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)
Regular price-line advertising
Participants in the marketing process
36. What are the types of Formatting the Body Copy?
creating a picture of the concept they want to convey
Point-of-Purchase Displays
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Lead in paragraphs - interior paragraphs - trial close - and close
37. A discount on each case ordered during a specific time period.
Case Allowance
creating a picture of the concept they want to convey
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Cooperative Advertising
38. Advertising used to reinforce previous knowledge of a product.
Frequency
Reminder
1. Product Advertisements 2. Institutional Advertisements
Product Placement
39. Studies such as controlled experiments and consumer purchase tests.
Segmenting
Sales Tests
Continuity
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
40. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
International Media
Post-Tests
Competitive Institutional
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
41. Advertisements focused on selling a product or service
Institutional Advertising
Product Advertisements
kickers - boldface and italics
Jury Tests
42. 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.
Unaided Recall
Marketing research
Integrated Marketing Communications
Sales Tests
43. 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
Media vehicle
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Sales Advertising
44. Ads in magazines can be strategically placed in these places...
Cost per Thousand (CPM)
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Vertical cooperative advertising
Rating
45. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Aided Recall
cognitive dissonance
Print Media
Direct Mail Advertising
46. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
STP Marketing (Segmenting - Targeting - Positioning)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Cooperative Advertising
Aided Recall
47. Made up of the company's own advertising staff. They may provide full services or limited services.
In-House Agencies
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Post-Tests
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. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Deals
Product Advertisements
Comparative
Transit Advertising
49. Common Advertising Appeals
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Buyer Turnover
Publicity Tools
50. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Vertical cooperative advertising
Reference groups
Segmenting
Finance Allowance