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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. Visualization/conceptualization
creating a picture of the concept they want to convey
Rating
Buyer Turnover
Advocacy
2. The average number of times a person in the target audience is exposed to an ad.
Integrated Marketing Communications
Frequency
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
3. Placing items on sale and offering two-for-one specials of other deals
Sales Advertising
Comparative
Allowances and Discounts
CPM
4. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Product Advertisements
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
Pulse (Burst) Schedule
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
5. Sales promotions that require participants to submit some kind of entry but are purely games of chance requiring no analytical or creative effort by the consumer.
Publicity Tools
Lead in paragraphs - interior paragraphs - trial close - and close
Message development - You must create a message that gets into the minds of the consumer and target audience
Sweepstakes
6. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
creating a picture of the concept they want to convey
Merchandise Allowance
Ad research
Participants in the marketing process
7. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Competitive
Participants in the marketing process
Coupons
funny ads - but not always for the right reasons
8. Gross rating points =
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
Participants in the marketing process
Reachxfrequency
Aided Recall
9. Is our acquired mental position regarding some idea or object
Purposes of Marketing research
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
In-House Agencies
Attitudes
10. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Frequency
Flighting (Intermittent) Schedule
Competitive Institutional
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
11. Made up of the company's own advertising staff. They may provide full services or limited services.
Purchase Frequency
In-House Agencies
Clearance advertising (a special form of sale advertising)
Permission-Based Advertising
12. Reimbursing a retailer for extra in-store support or special featuring of the brand.
funny ads - but not always for the right reasons
Interpersonal influences on consumer behavior
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Merchandise Allowance
13. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Aided Recall
Continuity
Reach
Jury Tests
14. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Pretests
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Theater Tests
Rebates
15. What are the standard subjects for ad visuals?
Rossiter & Percy's Fundamental Motives
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Sweepstakes
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
16. Factors of Scheduling Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
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. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
In-House Agencies
17. Displays that take the form of an advertising sign in high traffic areas of store aisles.
the more audience attention
In-House Agencies
Point-of-Purchase Displays
Interpersonal influences on consumer behavior
18. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Outdoor Advertising (Billboard)
Loyalty Programs
Purchase Frequency
Direct Mail Advertising
19. Advertising used to reinforce previous knowledge of a product.
kickers - boldface and italics
STP Marketing (Segmenting - Targeting - Positioning)
Reminder
Product Placement
20. Is an individual's openness or curiosity about a brand
Product Placement
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Brand interest
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
21. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Reference groups
Foreign Media
Trade-Oriented Sales Promotions (Trade Promotions)
kickers - boldface and italics
22. Where is the advertising and brand battle won or lost?
cognitive dissonance
Message development - You must create a message that gets into the minds of the consumer and target audience
Habits
Rating
23. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
Competitive
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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
24. Types of Publicity Tools
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Horizontal cooperative advertising
Rating
Frequently use the word 'you'
25. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Message development - You must create a message that gets into the minds of the consumer and target audience
Clearance advertising (a special form of sale advertising)
Deals
Direct Mail Advertising
26. Ads that state the position of a company on an issue.
Advocacy
Horizontal cooperative 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
Product Advertising
27. Informs consumers about services or merchandise offered at regular prices
Ones with fewer words
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Regular price-line advertising
Point-of-Purchase Displays
28. Influencing the brand choice of consumers who are 'ready to buy'
Brand loyalty
STP Marketing (Segmenting - Targeting - Positioning)
cognitive dissonance
Recency planning
29. 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
Reach
Reminder
BDI (Brand development index)
cognitive dissonance
30. Offers the return of money based on proof of purchase.
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
Utility
Message development - You must create a message that gets into the minds of the consumer and target audience
Rebates
31. A discount on each case ordered during a specific time period.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Horizontal cooperative advertising
Case Allowance
Opinion leaders
32. Forms of Institutional Advertisements
Message development - You must create a message that gets into the minds of the consumer and target audience
Reminder
Local Advertisers
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
33. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
Foreign Media
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
34. Promotes a specific product or service and stimulates short term action while building awareness of the business
Finance Allowance
Attitude Tests
Product Advertising
Competitive
35. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Buyer Turnover
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Print Media
Transit Advertising
36. Some methods for scheduling media
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Frequently use the word 'you'
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Nonpersonal influences on consumer behavior
37. 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.
Loyalty Programs
Limited-Service Agency
Clearance advertising (a special form of sale advertising)
Pulse (Burst) Schedule
38. Time - place of sale - environment
Limited-Service Agency
Outdoor Advertising (Billboard)
Reminder Institutional
Nonpersonal influences on consumer behavior
39. The cost of reaching 1 - 000 individuals or households with the advertising message.
Brand interest
Reminder
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Cost per Thousand (CPM)
40. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Comparative
Cooperative
Frequently use the word 'you'
Participants in the marketing process
41. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Purposes of Marketing research
Place-Based Media
Flighting (Intermittent) Schedule
Allowances and Discounts
42. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Participants in the marketing process
Direct Mail Advertising
the more audience attention
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
43. Markets are segmented - products are positioned
Segmenting
Merchandise Allowance
Attitude Tests
Attitudes
44. Advertising showing one brand's strengths relative to its competitors.
Coupons
Comparative
CPM-TM
Aided Recall
45. What are the kinds of copy you can have in an ad?
Rebates
Samples
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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
46. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Deals
Transit Advertising
Pioneering
Continuous (Steady) Schedule
47. Ads used for announcements about what a company is - what it can do - and where it is located.
Perception
Pioneering
Cooperative Advertising
Pioneering Institutional
48. Cost of media buy/targeted audienceX1 - 000
Utility
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
thumbnails - roughs - dummies - comprehensives (elaborate draft)
CPM-TM
49. What kinds of ads resonate more?
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Reminder Institutional
Nonpersonal influences on consumer behavior
Ones with fewer words
50. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Sweepstakes
Classified Advertising
Habits
Trade-Oriented Sales Promotions (Trade Promotions)