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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. Allow the audience to participate actively & immediately
Inquiry Tests
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Merchandise Allowance
Digital Interactive Media
2. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Electronic Media
Rich Media
Ad research
Loyalty Programs
3. Approaches to Post-Testing
Ones with fewer words
Transit Advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Maslow's hierarchy of needs theory of motivation based on unmet human needs
4. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
CB - The Consumer Decision Process
Institutional Advertisements
Publicity Tools
5. Situate the brand socially
Unaided Recall
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
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
Premiums
6. Merchandise offered free or at a significant discount.
Pretests
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
Premiums
Attitudes
7. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CPM
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
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
Advocacy
8. Consumer needs - product development - assess effectiveness - financial planning and quality control
Sales Tests
Institutional Advertisements
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Functions of Marketing research
9. What are the kinds of copy you can have in an ad?
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Attitudes
Frequently use the word 'you'
Nonpersonal influences on consumer behavior
10. Interactive online advertising.
Cooperative Advertising
Rich Media
Cooperative
Product Advertising
11. Ads used for announcements about what a company is - what it can do - and where it is located.
Pioneering Institutional
Attitude Tests
Negatively originated (informational) motives
Integrated Marketing Communications
12. Ads in magazines can be strategically placed in these places...
Portfolio Tests
Place-Based Media
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Institutional Advertisements
13. Advertising showing one brand's strengths relative to its competitors.
Portfolio Tests
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Comparative
thumbnails - roughs - dummies - comprehensives (elaborate draft)
14. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Reference groups
Foreign Media
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
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
15. Forms of Institutional Advertisements
Contests
CPM-TM
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Rossiter & Percy's Fundamental Motives
16. Where is the advertising and brand battle won or lost?
Gross Ratings Points (GRPs)
Message development - You must create a message that gets into the minds of the consumer and target audience
Transit Advertising (Bus - taxi - and subway advertising)
Flighting (Intermittent) Schedule
17. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
kickers - boldface and italics
Functional needs
Continuity
18. 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.
Limited-Service Agency
Print Media
Foreign Media
Ones with fewer words
19. 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
creating a picture of the concept they want to convey
Cooperative Advertising
Clearance advertising (a special form of sale advertising)
20. Duration of an advertising message or campaign over a given period of time - sustains memory
Clearance advertising (a special form of sale advertising)
Continuity
Flighting (Intermittent) Schedule
Cooperative Advertising
21. 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
Institutional Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
BDI (Brand development index)
Product Advertisements
22. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Reachxfrequency
Cooperative
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
Opinion leaders
23. People we try to emulate or whose approval concerns us
Reach
Marketing research
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Reference groups
24. Some methods for scheduling media
STP Marketing (Segmenting - Targeting - Positioning)
Attitudes
Buyer Turnover
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
25. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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.
Inquiry Tests
kickers - boldface and italics
Attitude Tests
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
27. Content advertising
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
Institutional Advertisements
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
28. Joining together in a consistent manner everything that communicates with customers
Allowances and Discounts
Integrated Marketing Communications
Consumer-Oriented Sales Promotions (Consumer Promotions)
CB - The Consumer Decision Process
29. Advertisements focused on selling a product or service
Reminder Institutional
Product Advertisements
Product Advertising
Rating
30. Forms of Product Advertising
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Brand interest
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
In-House Agencies
31. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
32. The greater size of an ad illustration...
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Utility
the more audience attention
33. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Brand loyalty
Opinion leaders
Ad research
Finance Allowance
34. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Sounds that are familiar
Place-Based Media
Reference groups
Cost per Thousand (CPM)
35. Ads that simply bring the company's name to the attention of its target market again.
Sales Tests
Functions of Marketing research
Competitive Institutional
Reminder Institutional
36. Displays that take the form of an advertising sign in high traffic areas of store aisles.
CPM-TM
Point-of-Purchase Displays
Interpersonal influences on consumer behavior
Allowances and Discounts
37. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
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
Pulse (Burst) Schedule
Opinion leaders
cognitive dissonance
38. Gross rating points =
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Publicity Tools
Reachxfrequency
Product Advertising
39. Common Advertising Appeals
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Reference groups
Functional needs
Sales Tests
40. Value of Promotion
Classified Advertising
Attitudes
Pretests
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
41. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Merchandise Allowance
Permission-Based Advertising
Frequency
Theater Tests
42. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Frequency
Habits
Institutional Advertising
Merchandise Allowance
43. Define the brand image
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Local Advertisers
Functional needs
Trade-Oriented Sales Promotions (Trade Promotions)
44. How often new buyers enter the market to buy the product.
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Digital Interactive Media
Buyer Turnover
Place-Based Media
45. Stages of ad development
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Advocacy
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Portfolio Tests
46. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Positively originated (transformational) motives
Reach
Forgetting Rate
Loyalty Programs
47. 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.
Message development - You must create a message that gets into the minds of the consumer and target audience
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
International Media
Pretests
48. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Publicity Tools
Segmenting
Product Placement
Flighting (Intermittent) Schedule
49. 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.
Reach
Competitive Institutional
Comparative
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
50. What are the types of subheads?
Brand interest
Permission-Based Advertising
kickers - boldface and italics
Transit Advertising (Bus - taxi - and subway advertising)