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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. Ads used for announcements about what a company is - what it can do - and where it is located.
Pioneering Institutional
Deals
Negatively originated (informational) motives
Allowances and Discounts
2. Refers to the total number of different people or households exposed - at least once - to a medium in a certain amount of time - and effective reach is the quality of that exposure
Product Advertising
Reach
Marketing research
Flighting (Intermittent) Schedule
3. Gross rating points =
Reachxfrequency
kickers - boldface and italics
Portfolio Tests
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
4. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Theater Tests
Direct Mail Advertising
Brand interest
Transit Advertising
5. Situate the brand socially
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
Print Media
Theater Tests
kickers - boldface and italics
6. Joining together in a consistent manner everything that communicates with customers
Product Advertisements
Ones with fewer words
Consumer-Oriented Sales Promotions (Consumer Promotions)
Integrated Marketing Communications
7. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
8. The greater size of an ad illustration...
Rebates
the more audience attention
Participants in the marketing process
Horizontal cooperative advertising
9. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pioneering
Inquiry Tests
1. Product Advertisements 2. Institutional Advertisements
Clearance advertising (a special form of sale advertising)
10. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
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
Negatively originated (informational) motives
Direct Mail Advertising
Theater Tests
11. Forms of Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Full-Service Agency
Sounds that are familiar
Rating
12. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Sounds that are familiar
Merchandise Allowance
Brand loyalty
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
13. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Print Media
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Recency planning
14. Markets are segmented - products are positioned
STP Marketing (Segmenting - Targeting - Positioning)
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Competitive Institutional
Segmenting
15. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Nonpersonal influences on consumer behavior
Functions of Marketing research
Point-of-Purchase Displays
CPM
16. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Functions of Marketing research
Pulse (Burst) Schedule
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
Finance Allowance
17. 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.
Samples
Participants in the marketing process
Attitudes
Limited-Service Agency
18. Advertising that promotes a specific brand's features and benefits.
Attitudes
Utility
Local Advertisers
Competitive
19. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Perception
Product Advertising
Participants in the marketing process
Continuous (Steady) Schedule
20. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
cognitive dissonance
Finance Allowance
Place-Based Media
Media vehicle
21. Advertising used to reinforce previous knowledge of a product.
Full-Service Agency
Reach
Reminder
Frequently use the word 'you'
22. Forms of Institutional Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Rich Media
CPM-TM
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
23. The average number of times a person in the target audience is exposed to an ad.
Post-Tests
Local Advertisers
Frequency
Product Advertising
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
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Interpersonal influences on consumer behavior
Electronic Media
Frequency
25. The number of different people or households exposed to an ad.
Cost per Thousand (CPM)
Inquiry Tests
Reach
Rebates
26. Changing behavior by inducing anxiety
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales 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
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Brand interest
27. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
creating a picture of the concept they want to convey
Comparative
Cooperative Advertising
Electronic Media
28. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Transit Advertising
Point-of-Purchase Displays
Exchange
Continuous (Steady) Schedule
29. Respondents are asked questions to measure changes in their attitudes after an ad campaign - such as whether they have a more favorable attitude toward the product advertised.
Pioneering
Rebates
Loyalty Programs
Attitude Tests
30. What kind of ads are most often remembered?
Institutional Advertisements
Rating
funny ads - but not always for the right reasons
Attitudes
31. Broad category of media - such as television - radio or newspaper
Media class
Forgetting Rate
Recency planning
Reference groups
32. Informs consumers about services or merchandise offered at regular prices
audience - ad message itself - communications media - and the product concept
Reachxfrequency
Interpersonal influences on consumer behavior
Regular price-line advertising
33. Types of Publicity Tools
Institutional Advertising
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Inquiry Tests
Sales Advertising
34. Party Responsible for Carrying Out Advertising Program
Utility
Functional needs
Loyalty Programs
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
35. What are the function of headlines?
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
Portfolio Tests
Institutional Advertisements
Cost per Thousand (CPM)
36. How often new buyers enter the market to buy the product.
Buyer Turnover
Reachxfrequency
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
Sweepstakes
37. What are the principles of design?
Rating
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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Purchase Frequency
38. Information gathered about a particular market or market segment
Cooperative Advertising
Product Advertisements
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
Market research
39. Advertising showing one brand's strengths relative to its competitors.
Comparative
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Coupons
Aided Recall
40. 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
Cost per Thousand (CPM)
Unaided Recall
BDI (Brand development index)
41. Ads that simply bring the company's name to the attention of its target market again.
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
Reminder Institutional
Print Media
42. People we try to emulate or whose approval concerns us
Reference groups
Case Allowance
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Allowances and Discounts
43. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
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
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Transit Advertising (Bus - taxi - and subway advertising)
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
44. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Samples
Habits
Integrated Marketing Communications
Frequency
45. The manufacturer provides the complete ads & shares the cost of the advertising time or space
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Post-Tests
Vertical cooperative advertising
Rich Media
46. 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
Allowances and Discounts
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Horizontal cooperative advertising
47. Link key attributes to the brand name
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
Cooperative Advertising
Negatively originated (informational) motives
Attitude Tests
48. What kinds of ads resonate more?
Ones with fewer words
Contests
Transit Advertising
Brand loyalty
49. What are the standard subjects for ad visuals?
Rating
Gross Ratings Points (GRPs)
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
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
50. 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
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Digital Interactive Media
Media vehicle