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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. The manufacturer provides the complete ads & shares the cost of the advertising time or space
CPM
Reach
Vertical cooperative advertising
Pulse (Burst) Schedule
2. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Purposes of Marketing research
Post-Tests
Place-Based Media
Product Advertising
3. The number of different people or households exposed to an ad.
Perception
Merchandise Allowance
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
Reach
4. Define the brand image
Cost per Thousand (CPM)
Sounds that are familiar
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Perception
5. Advertising showing one brand's strengths relative to its competitors.
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
Ones with fewer words
Segmenting
Comparative
6. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising
Portfolio Tests
Limited-Service Agency
Functions of Marketing research
7. Forms of Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Place-Based Media
Integrated Marketing Communications
Purposes of Marketing research
8. 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
Contests
Negatively originated (informational) motives
Pioneering Institutional
Rebates
9. Family - society - reference groups - opinion leaders
Media vehicle
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Samples
Interpersonal influences on consumer behavior
10. Made up of the company's own advertising staff. They may provide full services or limited services.
Premiums
In-House Agencies
Continuous (Steady) Schedule
Cost per Thousand (CPM)
11. What are the positives to newspapers as a form of mass media?
the more audience attention
Market research
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
Electronic Media
12. Scare the consumer into action
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. Coupons 2. Deals 3. Premiums 4. Contests 5. Sweepstakes 6. Samples 7. Loyalty Programs 8. Point-of-Purchase Displays 9. Rebates 10. Product Placement
Coupons
Interpersonal influences on consumer behavior
13. Offering the product free or at a greatly reduced price.
Allowances and Discounts
Samples
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)
Cooperative
14. 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
Electronic Media
Local Advertisers
Product Placement
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
15. What are the types of headlines?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Pioneering
Deals
Forgetting Rate
16. 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.
BDI (Brand development index)
Rebates
Limited-Service Agency
Institutional Advertising
17. 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
STP Marketing (Segmenting - Targeting - Positioning)
Premiums
Horizontal cooperative advertising
Advocacy
18. 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
Marketing research
Point-of-Purchase Displays
Institutional Advertisements
Reach
19. The cost of reaching 1 - 000 individuals or households with the advertising message.
Vertical 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
cognitive dissonance
Cost per Thousand (CPM)
20. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
the more audience attention
Pulse (Burst) Schedule
Pioneering
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
21. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Cooperative Advertising
Flighting (Intermittent) Schedule
Negatively originated (informational) motives
Interpersonal influences on consumer behavior
22. Studies such as controlled experiments and consumer purchase tests.
Reach
Sales Tests
Competitive
Gross Ratings Points (GRPs)
23. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Competitive Institutional
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Cooperative
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
24. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Full-Service Agency
CB - The Consumer Decision Process
Reach
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
25. 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.
Transit Advertising (Bus - taxi - and subway advertising)
Competitive
Attitude Tests
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
26. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Pioneering Institutional
International Media
Negatively originated (informational) motives
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
27. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Competitive
Aided Recall
Allowances and Discounts
Digital Interactive Media
28. The speed which buyers forget the brand if advertising is not seen.
Habits
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
Forgetting Rate
Message development - You must create a message that gets into the minds of the consumer and target audience
29. Where is the advertising and brand battle won or lost?
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Message development - You must create a message that gets into the minds of the consumer and target audience
Permission-Based Advertising
Reference groups
30. Indicates the sales potential of a particular brand in a specific market area = percent of the brand's total U.S sales in the area/Percent of total U.S population in the areaX100
Rebates
Unaided Recall
BDI (Brand development index)
Pioneering
31. Advertising used to reinforce previous knowledge of a product.
Transit Advertising
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Reminder
32. 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
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Positively originated (transformational) motives
Transit Advertising
Sweepstakes
33. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Opinion leaders
Utility
Advocacy
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
34. 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
Deals
Post-Tests
Clearance advertising (a special form of sale advertising)
Purposes of Marketing research
35. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Publicity Tools
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Place-Based Media
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
36. Markets are segmented - products are positioned
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Cost per Thousand (CPM)
Vertical cooperative advertising
Segmenting
37. 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
Institutional Advertising
cognitive dissonance
Allowances and Discounts
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
38. Evaluation process conducted before the ads are in place to determine whether the ad communicates the intended message or to select among alternative versions of the ad.
Positively originated (transformational) motives
Pretests
Frequency
Pioneering
39. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Trade-Oriented Sales Promotions (Trade Promotions)
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
Exchange
Product Advertising
40. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Full-Service Agency
kickers - boldface and italics
Direct Mail 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
41. Advertisements focused on selling a product or service
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. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Product Advertisements
In-House Agencies
42. The greater size of an ad illustration...
audience - ad message itself - communications media - and the product concept
Transit Advertising
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
the more audience attention
43. How often new buyers enter the market to buy the product.
Buyer Turnover
Attitude Tests
Point-of-Purchase Displays
Deals
44. 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.
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Competitive Institutional
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
cognitive dissonance
45. What are the kinds of copy you can have in an ad?
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Comparative
Loyalty Programs
Competitive
46. Informs consumers about services or merchandise offered at regular prices
Ones with fewer words
Integrated Marketing Communications
Regular price-line advertising
Merchandise Allowance
47. Advertising that promotes a specific brand's features and benefits.
Attitudes
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Aided Recall
Competitive
48. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Cooperative
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
Attitude Tests
Competitive Institutional
49. People we try to emulate or whose approval concerns us
Frequently use the word 'you'
Digital Interactive Media
Reference groups
Buyer Turnover
50. Simply the percentage of homes exposed to an advertising media
Rating
Transit Advertising (Bus - taxi - and subway advertising)
Inquiry Tests
Brand loyalty