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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. Influencing the brand choice of consumers who are 'ready to buy'
Negatively originated (informational) motives
Horizontal cooperative advertising
Place-Based Media
Recency planning
2. Merchandise offered free or at a significant discount.
Premiums
Forgetting Rate
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Point-of-Purchase Displays
3. Advertising that promotes a specific brand's features and benefits.
Finance Allowance
Competitive
Lead in paragraphs - interior paragraphs - trial close - and close
Attitude Tests
4. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Publicity Tools
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
Positively originated (transformational) motives
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
5. Party Responsible for Carrying Out Advertising Program
Samples
Gross Ratings Points (GRPs)
Coupons
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
6. What kind of ads are most often remembered?
Functions of Marketing research
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
funny ads - but not always for the right reasons
Premiums
7. Ads on the interior and exterior of busses - subways - and taxis.
Ones with fewer words
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Transit Advertising
1. Product Advertisements 2. Institutional Advertisements
8. Gathering - recording - and analyzing new information to help managers make marketing decisions
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Post-Tests
Marketing research
Deals
9. Duration of an advertising message or campaign over a given period of time - sustains memory
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
Continuity
Full-Service Agency
Outdoor Advertising (Billboard)
10. Ads used for announcements about what a company is - what it can do - and where it is located.
Brand loyalty
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Marketing research
Pioneering Institutional
11. What does the layout of an ad consist of?
Functional needs
Continuity
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
funny ads - but not always for the right reasons
12. 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'
CPM
Integrated Marketing Communications
Frequency
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
13. 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.
Clearance advertising (a special form of sale advertising)
Attitudes
Functional needs
Perception
14. Informs consumers about services or merchandise offered at regular prices
Frequently use the word 'you'
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Case Allowance
Regular price-line advertising
15. 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.
Consumer-Oriented Sales Promotions (Consumer Promotions)
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Unaided Recall
Clearance advertising (a special form of sale advertising)
16. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Rossiter & Percy's Fundamental Motives
Institutional 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
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
17. Advertisements that tell people what a product is - what it can do - and where it can be found.
Place-Based Media
Opinion leaders
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Pioneering
18. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Contests
Deals
Direct Mail Advertising
Product Advertising
19. 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
Buyer Turnover
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. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Reach
20. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
21. 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.
Institutional Advertising
Limited-Service Agency
Marketing research
Contests
22. Three Common Discounts and Allowances
STP Marketing (Segmenting - Targeting - Positioning)
Utility
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Marketing research
23. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Trade-Oriented Sales Promotions (Trade Promotions)
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
Transit Advertising (Bus - taxi - and subway advertising)
24. Simply the percentage of homes exposed to an advertising media
Portfolio 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
Rating
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
25. Studies such as controlled experiments and consumer purchase tests.
Finance Allowance
STP Marketing (Segmenting - Targeting - Positioning)
Rebates
Sales Tests
26. The most common energizers of consumer behavior - such as a problem removal or problem avoidance. The consumer actively seeks information to reduce the mental state
Interpersonal influences on consumer behavior
Negatively originated (informational) motives
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
Functions of Marketing research
27. Markets are segmented - products are positioned
Electronic Media
International Media
Segmenting
Frequency
28. The cost of reaching 1 - 000 individuals or households with the advertising message.
Message development - You must create a message that gets into the minds of the consumer and target audience
Cost per Thousand (CPM)
Publicity Tools
Perception
29. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
30. Is our acquired mental position regarding some idea or object
Classified Advertising
Contests
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Attitudes
31. Types of audience resonance
32. Elements of an advertising message
audience - ad message itself - communications media - and the product concept
Institutional Advertisements
BDI (Brand development index)
Cooperative Advertising
33. Placing items on sale and offering two-for-one specials of other deals
Print Media
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Sales Advertising
Recency planning
34. The manufacturer provides the complete ads & shares the cost of the advertising time or space
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Vertical cooperative advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Rich Media
35. Reach (% of total market) x Frequency
Opinion leaders
Gross Ratings Points (GRPs)
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Utility
36. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Classified Advertising
Advocacy
Cooperative Advertising
37. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
38. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Foreign Media
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
Print Media
39. Where is the advertising and brand battle won or lost?
Product Placement
STP Marketing (Segmenting - Targeting - Positioning)
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Message development - You must create a message that gets into the minds of the consumer and target audience
40. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Participants in the marketing process
Loyalty Programs
Pioneering Institutional
Pretests
41. Interactive online advertising.
Direct Mail Advertising
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Market research
Rich Media
42. Offering the product free or at a greatly reduced price.
Recency planning
Product Advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Samples
43. Approaches to Post-Testing
Exchange
Unaided Recall
Negatively originated (informational) motives
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
44. Affective Association
45. Ads that simply bring the company's name to the attention of its target market again.
Product Advertising
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
Reminder Institutional
Electronic Media
46. Factors of Scheduling Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Institutional Advertisements
kickers - boldface and italics
Premiums
47. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Rebates
International Media
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Reminder
48. A positive bonus is promised rather than the removal or reduction of some negative situation. The 3 positively originated motives- sensory gratification - intellectual stimulation - & social approval
Positively originated (transformational) motives
Electronic Media
Product Advertising
Perception
49. 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
Opinion leaders
Functions of Marketing research
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Horizontal cooperative advertising
50. The average number of times a person in the target audience is exposed to an ad.
Permission-Based Advertising
Rebates
Print Media
Frequency