SUBJECTS
|
BROWSE
|
CAREER CENTER
|
POPULAR
|
JOIN
|
LOGIN
Business Skills
|
Soft Skills
|
Basic Literacy
|
Certifications
About
|
Help
|
Privacy
|
Terms
|
Email
Search
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. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Clearance advertising (a special form of sale advertising)
Product Placement
2. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Aided Recall
Electronic Media
Limited-Service Agency
audience - ad message itself - communications media - and the product concept
3. 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.
Permission-Based Advertising
Unaided Recall
Pioneering Institutional
Merchandise Allowance
4. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Gross Ratings Points (GRPs)
Institutional 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
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
5. Markets are segmented - products are positioned
Gross Ratings Points (GRPs)
Transit Advertising (Bus - taxi - and subway advertising)
Product Placement
Segmenting
6. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Ones with fewer words
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Transit Advertising (Bus - taxi - and subway advertising)
Competitive
7. What are the principles of design?
Premiums
Reach
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
Brand loyalty
8. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Interpersonal influences on consumer behavior
Point-of-Purchase Displays
Sales Advertising
Positively originated (transformational) motives
9. 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.
Attitude Tests
Sounds that are familiar
Advocacy
Limited-Service Agency
10. Interactive online advertising.
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
Attitude Tests
Brand interest
Rich Media
11. Merchandise offered free or at a significant discount.
Consumer-Oriented Sales Promotions (Consumer Promotions)
CPM
Clearance advertising (a special form of sale advertising)
Premiums
12. Persuade the customer
Point-of-Purchase Displays
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Full-Service Agency
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
13. Factors of Scheduling Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Limited-Service Agency
Deals
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
14. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Ones with fewer words
Publicity Tools
Print Media
Continuity
15. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pioneering
audience - ad message itself - communications media - and the product concept
CPM
Integrated Marketing Communications
16. Made up of the company's own advertising staff. They may provide full services or limited services.
Reachxfrequency
In-House Agencies
STP Marketing (Segmenting - Targeting - Positioning)
Samples
17. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Point-of-Purchase Displays
Ad research
Exchange
18. Types of Advertisements
Local Advertisers
Rebates
1. Product Advertisements 2. Institutional Advertisements
Reminder
19. Link key attributes to the brand name
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Ones with fewer words
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)
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
20. The more frequently a product is purchased - the less repetition is required.
Institutional Advertisements
Attitudes
Merchandise Allowance
Purchase Frequency
21. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Functions of Marketing research
the more audience attention
Outdoor Advertising (Billboard)
1. Product Advertisements 2. Institutional Advertisements
22. 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.
Opinion leaders
Positively originated (transformational) motives
Inquiry Tests
Clearance advertising (a special form of sale advertising)
23. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Samples
Advocacy
Ad research
Buyer Turnover
24. Transform consumption experience
Rebates
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
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: 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
25. 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
Portfolio Tests
Horizontal cooperative advertising
International Media
Competitive
26. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
cognitive dissonance
Functions of Marketing research
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
27. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Print Media
Functional needs
Continuity
Cooperative
28. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Buyer Turnover
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Place-Based Media
Recency planning
29. They use Retail Advertising because retail stores account for so much of the market
Reminder Institutional
Local Advertisers
Aided Recall
thumbnails - roughs - dummies - comprehensives (elaborate draft)
30. What kinds of ads resonate more?
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
Post-Tests
Reminder Institutional
Ones with fewer words
31. Information gathered about a particular market or market segment
Functional needs
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Samples
Market research
32. What are the function of headlines?
Pioneering
Positively originated (transformational) motives
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
Ad research
33. Promote brand recall
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Continuous (Steady) Schedule
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
34. Is the products ability to satisfy both functional needs & symbolic wants
Purposes of Marketing research
Frequently use the word 'you'
Utility
Purchase Frequency
35. Is our acquired mental position regarding some idea or object
Flighting (Intermittent) Schedule
Frequency
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Attitudes
36. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
Consumer-Oriented Sales Promotions (Consumer Promotions)
Media vehicle
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
37. The cost of reaching 1 - 000 individuals or households with the advertising message.
Gross Ratings Points (GRPs)
Cost per Thousand (CPM)
Transit Advertising
International Media
38. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
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
Continuous (Steady) Schedule
Habits
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
39. What does the layout of an ad consist of?
Electronic Media
Continuous (Steady) Schedule
Foreign Media
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
40. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
Brand loyalty
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)
Limited-Service Agency
41. 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.
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
audience - ad message itself - communications media - and the product concept
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Limited-Service Agency
42. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
Theater Tests
Negatively originated (informational) motives
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
43. Elements of an advertising message
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Premiums
audience - ad message itself - communications media - and the product concept
Inquiry Tests
44. Changing behavior by inducing anxiety
Frequently use the word 'you'
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Institutional Advertising
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
45. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Allowances and Discounts
Samples
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
46. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
the more audience attention
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Cooperative Advertising
47. A discount on each case ordered during a specific time period.
Brand interest
Sales Tests
Case Allowance
Sounds that are familiar
48. Joining together in a consistent manner everything that communicates with customers
Integrated Marketing Communications
Outdoor Advertising (Billboard)
Habits
Opinion leaders
49. What are the standard subjects for ad visuals?
Cooperative Advertising
Flighting (Intermittent) Schedule
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
Transit Advertising (Bus - taxi - and subway advertising)
50. What do the most effective radio commercials use?
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Sounds that are familiar
Full-Service Agency
Premiums