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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. Made up of the company's own advertising staff. They may provide full services or limited services.
In-House Agencies
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
Marketing research
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
2. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
funny ads - but not always for the right reasons
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. Coupons 2. Deals 3. Premiums 4. Contests 5. Sweepstakes 6. Samples 7. Loyalty Programs 8. Point-of-Purchase Displays 9. Rebates 10. Product Placement
Brand interest
3. Interactive online advertising.
Permission-Based Advertising
Rich Media
Reach
Ad research
4. What are the function of headlines?
Negatively originated (informational) motives
Competitive
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
Permission-Based Advertising
5. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
kickers - boldface and italics
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Contests
Product Placement
6. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Brand loyalty
Unaided Recall
Frequently use the word 'you'
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)
7. Customer's perception of product/service; sometimes advertisers need to change those perceptions. As well as seller's perception of customer's needs - wants - objectives.
Rating
Perception
Functional needs
kickers - boldface and italics
8. Duration of an advertising message or campaign over a given period of time - sustains memory
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Continuity
Full-Service Agency
Attitude Tests
9. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Ad research
Pretests
CPM
Classified Advertising
10. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
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
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Ad research
11. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Sales Tests
Habits
cognitive dissonance
Direct Mail Advertising
12. Gathering - recording - and analyzing new information to help managers make marketing decisions
Purposes of Marketing research
Marketing research
Integrated Marketing Communications
Premiums
13. Consumer needs - product development - assess effectiveness - financial planning and quality control
kickers - boldface and italics
Product Advertisements
Functions of Marketing research
Pioneering Institutional
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
Vertical cooperative advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Place-Based Media
cognitive dissonance
15. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Theater Tests
Ones with fewer words
Vertical cooperative advertising
Institutional Advertising
16. Visualization/conceptualization
Aided Recall
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Transit Advertising
creating a picture of the concept they want to convey
17. How often new buyers enter the market to buy the product.
CPM-TM
Buyer Turnover
creating a picture of the concept they want to convey
Publicity Tools
18. Tests used to test ad alternatives.
Portfolio Tests
Ones with fewer words
Pulse (Burst) Schedule
Loyalty Programs
19. 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.
Aided Recall
Limited-Service Agency
Foreign Media
International Media
20. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Sounds that are familiar
Electronic Media
Frequency
21. Scare the consumer into action
Frequently use the word 'you'
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)
Vertical cooperative advertising
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
22. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Place-Based Media
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Ad research
Segmenting
23. Broad category of media - such as television - radio or newspaper
Attitude Tests
Local Advertisers
Media class
Rich Media
24. Types of 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
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. Product Advertisements 2. Institutional Advertisements
Contests
25. Stages of ad development
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
thumbnails - roughs - dummies - comprehensives (elaborate draft)
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
Direct Mail Advertising
26. 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.
Theater Tests
Inquiry Tests
Ad research
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
27. Some methods for scheduling media
Product Advertising
Recency planning
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
28. What are the positives to newspapers as a form of mass media?
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
Institutional Advertisements
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
29. 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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
BDI (Brand development index)
Perception
Marketing research
30. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Loyalty Programs
Negatively originated (informational) motives
Theater Tests
Place-Based Media
31. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Clearance advertising (a special form of sale advertising)
Outdoor Advertising (Billboard)
Reminder Institutional
Transit Advertising (Bus - taxi - and subway advertising)
32. 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
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
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
Print Media
33. Three Common Discounts and Allowances
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Functional needs
Buyer Turnover
audience - ad message itself - communications media - and the product concept
34. Forms of Institutional Advertisements
Horizontal cooperative advertising
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
bleed pages - inserts - covers - front - inside front - inside back - and outside back
35. Is our acquired mental position regarding some idea or object
Gross Ratings Points (GRPs)
International Media
Attitudes
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
36. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Merchandise Allowance
Frequency
37. 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
Purposes of Marketing research
Local Advertisers
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
Electronic Media
38. Simply the percentage of homes exposed to an advertising media
Rating
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Frequency
Buyer Turnover
39. Three Approaches to Setting Advertising Schedules
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Positively originated (transformational) motives
Inquiry Tests
Market research
40. 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.
Permission-Based Advertising
Functions of Marketing research
kickers - boldface and italics
bleed pages - inserts - covers - front - inside front - inside back - and outside back
41. The cost of reaching 1 - 000 individuals or households with the advertising message.
Reach
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Cost per Thousand (CPM)
Rebates
42. 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
Classified Advertising
Competitive
Attitudes
Reach
43. Is an individual's openness or curiosity about a brand
Local Advertisers
Nonpersonal influences on consumer behavior
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Brand interest
44. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Brand interest
Jury Tests
Cooperative Advertising
Nonpersonal influences on consumer behavior
45. Changing behavior by inducing anxiety
In-House Agencies
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
Deals
Purchase Frequency
46. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
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
Product Placement
Full-Service Agency
Sales Tests
47. Ads on the interior and exterior of busses - subways - and taxis.
Marketing research
Pulse (Burst) Schedule
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Transit Advertising
48. Joining together in a consistent manner everything that communicates with customers
Frequency
Integrated Marketing Communications
Functional needs
cognitive dissonance
49. The manufacturer provides the complete ads & shares the cost of the advertising time or space
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
Vertical cooperative advertising
Ad research
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
50. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Allowances and Discounts
cognitive dissonance
Classified Advertising