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. The moment someone recognizes a need or want that might be satisfied by. 1.Need Recognition 2.Search Information and Alternative Evaluation 3. Purchase 4.Post-purchase use and evaluation
Perception
CB - The Consumer Decision Process
Reminder
Frequency
2. Promotes a specific product or service and stimulates short term action while building awareness of the business
Reach
Inquiry Tests
Recency planning
Product Advertising
3. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Reminder Institutional
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
4. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Reference groups
Interpersonal influences on consumer behavior
Place-Based Media
5. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Reach
Interpersonal influences on consumer behavior
Continuous (Steady) Schedule
Pioneering
6. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
Cost per Thousand (CPM)
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
Electronic Media
7. Cost of media buy/targeted audienceX1 - 000
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
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
CPM-TM
Functions of Marketing research
8. 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
Consumer-Oriented Sales Promotions (Consumer Promotions)
Deals
Point-of-Purchase Displays
Horizontal cooperative advertising
9. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
Direct Mail Advertising
Cooperative Advertising
Reminder
10. Time - place of sale - environment
Foreign Media
Unaided Recall
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
Nonpersonal influences on consumer behavior
11. 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.
Rebates
Premiums
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
Limited-Service Agency
12. Stages of ad development
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
thumbnails - roughs - dummies - comprehensives (elaborate draft)
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
Coupons
13. Scare the consumer into action
Reach
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)
1. Product Advertisements 2. Institutional Advertisements
Functional needs
14. To make room for new product lines or new models and to get rid of slow-moving lines - floor samples - broken or distressed merchandise - or out of season items
Pioneering
Ad research
Pioneering Institutional
Clearance advertising (a special form of sale advertising)
15. Factors of Scheduling Advertising
Place-Based Media
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Functions of Marketing research
16. Allow the audience to participate actively & immediately
Frequency
Sales Tests
Clearance advertising (a special form of sale advertising)
Digital Interactive Media
17. Joining together in a consistent manner everything that communicates with customers
Integrated Marketing Communications
Brand interest
Reminder
Electronic Media
18. Approaches to Post-Testing
Competitive Institutional
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Functions of Marketing research
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
19. Showing the ad copy to a panel of consumers and having them rate how they liked it - how much it drew their attention - and how attractive they thought it was.
Lead in paragraphs - interior paragraphs - trial close - and close
the more audience attention
Jury Tests
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
20. The more frequently a product is purchased - the less repetition is required.
Finance Allowance
Contests
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Purchase Frequency
21. Define the brand image
Trade-Oriented Sales Promotions (Trade Promotions)
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Rating
Deals
22. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Rating
CPM
Jury Tests
Institutional Advertising
23. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Coupons
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
CB - The Consumer Decision Process
creating a picture of the concept they want to convey
24. Simply the percentage of homes exposed to an advertising media
Rating
Full-Service Agency
Product Placement
kickers - boldface and italics
25. Interactive online advertising.
Sounds that are familiar
Rating
Rich Media
Portfolio Tests
26. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Competitive
Integrated Marketing Communications
Cooperative
27. Recruit new customers - retain current customers - and regain lost 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
Rich Media
Purposes of Marketing research
Institutional Advertisements
28. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
29. Persuade the customer
CPM
Competitive
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
Buyer Turnover
30. The speed which buyers forget the brand if advertising is not seen.
Regular price-line advertising
Forgetting Rate
Pioneering
Attitude Tests
31. 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.
Unaided Recall
Reminder Institutional
Sweepstakes
Rich Media
32. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Rich Media
International 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
Comparative
33. Advertising used to reinforce previous knowledge of a product.
Frequency
Reminder
Foreign Media
International Media
34. What is the best way to grab attention in an ad?
35. The manufacturer provides the complete ads & shares the cost of the advertising time or space
BDI (Brand development index)
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Attitude Tests
Vertical cooperative advertising
36. Reach (% of total market) x Frequency
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Gross Ratings Points (GRPs)
BDI (Brand development index)
Lead in paragraphs - interior paragraphs - trial close - and close
37. Studies such as controlled experiments and consumer purchase tests.
Reach
Rating
Transit Advertising (Bus - taxi - and subway advertising)
Sales Tests
38. 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.
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
Perception
Reminder Institutional
Inquiry Tests
39. What kinds of ads resonate more?
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Allowances and Discounts
Ones with fewer words
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
40. Of radio & tv used to be called broadcast media; but with advent of cable TV - many programs are now transmitted electronically though wires rather than broadcast through the air
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
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
Electronic Media
Publicity Tools
41. 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'
Continuous (Steady) Schedule
Direct Mail Advertising
Frequency
Ones with fewer words
42. Placing items on sale and offering two-for-one specials of other deals
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Direct Mail Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Sales Advertising
43. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
44. Ads in magazines can be strategically placed in these places...
Rating
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Sweepstakes
Rating
45. 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.
Opinion leaders
Competitive Institutional
Electronic Media
creating a picture of the concept they want to convey
46. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Regular price-line advertising
Reminder
Flighting (Intermittent) Schedule
Buyer Turnover
47. Made up of the company's own advertising staff. They may provide full services or limited services.
CB - The Consumer Decision Process
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
In-House Agencies
48. Types of Publicity Tools
Publicity Tools
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
Reach
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
49. What are the principles of design?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Reminder Institutional
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
Attitude Tests
50. The average number of times a person in the target audience is exposed to an ad.
Rebates
Frequency
Pulse (Burst) Schedule
Gross Ratings Points (GRPs)