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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. 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
Reach
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Premiums
Gross Ratings Points (GRPs)
2. They use Retail Advertising because retail stores account for so much of the market
Rating
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Gross Ratings Points (GRPs)
Local Advertisers
3. Ads used for announcements about what a company is - what it can do - and where it is located.
Pioneering Institutional
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Negatively originated (informational) motives
Cooperative Advertising
4. The average number of times a person in the target audience is exposed to an ad.
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
CB - The Consumer Decision Process
Frequency
Media vehicle
5. Family - society - reference groups - opinion leaders
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Coupons
Interpersonal influences on consumer behavior
Participants in the marketing process
6. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
Foreign Media
Pretests
Exchange
7. Stages of ad development
Purposes of Marketing research
Transit Advertising (Bus - taxi - and subway advertising)
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Flighting (Intermittent) Schedule
8. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Full-Service Agency
Segmenting
1. Product Advertisements 2. Institutional Advertisements
kickers - boldface and italics
9. Ads on the interior and exterior of busses - subways - and taxis.
Digital Interactive Media
Competitive Institutional
Transit Advertising
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
10. The percentage of households in a market that are tuned to a particular TV/radio show.
Frequency
Rating
Horizontal cooperative advertising
Place-Based Media
11. Form - task - possession - time - place utility
Functional needs
CPM-TM
Integrated Marketing Communications
Direct Mail Advertising
12. 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
Rating
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
Contests
13. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
14. What are the types of subheads?
CPM
kickers - boldface and italics
Opinion leaders
Direct Mail Advertising
15. Cost of media buy/targeted audienceX1 - 000
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)
Electronic Media
Ones with fewer words
CPM-TM
16. Advertisements that tell people what a product is - what it can do - and where it can be found.
Sales Tests
CPM
Pioneering
bleed pages - inserts - covers - front - inside front - inside back - and outside back
17. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
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
Theater Tests
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
Institutional Advertisements
18. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
19. Offering the product free or at a greatly reduced price.
Reach
the more audience attention
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Samples
20. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Rating
Pulse (Burst) Schedule
Publicity Tools
Comparative
21. Reimbursing a retailer for extra in-store support or special featuring of the brand.
1. Product Advertisements 2. Institutional Advertisements
Participants in the marketing process
Merchandise Allowance
Publicity Tools
22. Consumer needs - product development - assess effectiveness - financial planning and quality control
Jury Tests
Functions of Marketing research
Foreign Media
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
23. Affective Association
24. Information gathered about a particular market or market segment
Transit Advertising (Bus - taxi - and subway advertising)
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Market research
Limited-Service Agency
25. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Direct Mail Advertising
Institutional Advertisements
Finance Allowance
CPM
26. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
CB - The Consumer Decision Process
Competitive
Unaided Recall
Opinion leaders
27. Content advertising
CPM
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Direct Mail Advertising
Jury Tests
28. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Sales Advertising
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Institutional Advertising
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
29. Transform consumption experience
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
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)
Reachxfrequency
Institutional Advertising
30. Allow the audience to participate actively & immediately
Functions of Marketing research
Point-of-Purchase Displays
Digital Interactive Media
Premiums
31. What kinds of ads resonate more?
Allowances and Discounts
Finance Allowance
Ones with fewer words
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
32. The speed which buyers forget the brand if advertising is not seen.
Forgetting Rate
Cooperative Advertising
Cost per Thousand (CPM)
Post-Tests
33. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
Recency planning
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
Jury Tests
34. Advertising showing one brand's strengths relative to its competitors.
Comparative
Samples
Post-Tests
creating a picture of the concept they want to convey
35. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Electronic Media
Purposes of Marketing research
Buyer Turnover
Brand loyalty
36. Visualization/conceptualization
Vertical cooperative advertising
Consumer-Oriented Sales Promotions (Consumer Promotions)
creating a picture of the concept they want to convey
Rich Media
37. Types of Publicity Tools
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Frequency
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
1. Product Advertisements 2. Institutional Advertisements
38. Forms of Product Advertising
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
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
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
Case Allowance
39. What is the best way to grab attention in an ad?
40. Situate the brand socially
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Publicity Tools
41. 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.
Perception
Inquiry 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
Loyalty Programs
42. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Direct Mail Advertising
Finance Allowance
43. What are the types of headlines?
audience - ad message itself - communications media - and the product concept
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Ones with fewer words
Regular price-line advertising
44. Promote brand recall
Clearance advertising (a special form of sale advertising)
Pioneering Institutional
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Sounds that are familiar
45. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Cooperative
Merchandise Allowance
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
46. Common Advertising Appeals
Contests
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Pioneering Institutional
Reachxfrequency
47. Joining together in a consistent manner everything that communicates with customers
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
Regular price-line advertising
Integrated Marketing Communications
Inquiry Tests
48. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Direct Mail Advertising
Integrated Marketing Communications
BDI (Brand development index)
49. Offers the return of money based on proof of purchase.
Comparative
Trade-Oriented Sales Promotions (Trade Promotions)
Rebates
Portfolio Tests
50. Advertising used to reinforce previous knowledge of a product.
Portfolio Tests
Regular price-line advertising
Reminder
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important