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. Markets are segmented - products are positioned
Segmenting
Perception
Jury Tests
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
2. People we try to emulate or whose approval concerns us
Gross Ratings Points (GRPs)
Reference groups
Cost per Thousand (CPM)
Rich Media
3. Approaches to Post-Testing
1. Product Advertisements 2. Institutional Advertisements
Consumer-Oriented Sales Promotions (Consumer Promotions)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
4. What are the types of subheads?
kickers - boldface and italics
CB - The Consumer Decision Process
Gross Ratings Points (GRPs)
Reminder
5. Advertisements focused on selling a product or service
Rating
Product Advertisements
Full-Service Agency
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
6. Ads on the interior and exterior of busses - subways - and taxis.
Recency planning
Transit Advertising
Purchase Frequency
Continuous (Steady) Schedule
7. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Direct Mail Advertising
Nonpersonal influences on consumer behavior
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Unaided Recall
8. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Comparative
Frequency
Allowances and Discounts
Cooperative
9. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Product Advertisements
Pioneering
Consumer-Oriented Sales Promotions (Consumer Promotions)
Functions of Marketing research
10. 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.
Transit Advertising (Bus - taxi - and subway advertising)
CB - The Consumer Decision Process
Opinion leaders
Jury Tests
11. What kind of ads are most often remembered?
CB - The Consumer Decision Process
funny ads - but not always for the right reasons
Sweepstakes
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
12. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Cost per Thousand (CPM)
kickers - boldface and italics
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Merchandise Allowance
13. Gross rating points =
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
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
Reachxfrequency
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
14. 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
Frequency
Publicity Tools
15. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Sounds that are familiar
Media vehicle
Ones with fewer words
Advocacy
16. Broad category of media - such as television - radio or newspaper
Clearance advertising (a special form of sale advertising)
audience - ad message itself - communications media - and the product concept
Media class
Segmenting
17. Where viewers agree to watch a commercial online in exchange for points - samples - or access to premium content - and advertisers only pay for completed views.
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Purposes of Marketing research
Permission-Based 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
18. Time - place of sale - environment
Electronic Media
Cooperative Advertising
Continuous (Steady) Schedule
Nonpersonal influences on consumer behavior
19. What are the principles of design?
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
Regular price-line advertising
funny ads - but not always for the right reasons
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
20. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Transit Advertising (Bus - taxi - and subway advertising)
Reachxfrequency
Regular price-line advertising
Pulse (Burst) Schedule
21. What kinds of ads resonate more?
Portfolio Tests
Ones with fewer words
Purchase Frequency
Integrated Marketing Communications
22. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Local Advertisers
Deals
CPM-TM
23. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Continuous (Steady) Schedule
Ad research
Local Advertisers
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
24. Advertising that promotes a specific brand's features and benefits.
Competitive
Pioneering
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
25. They use Retail Advertising because retail stores account for so much of the market
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
Positively originated (transformational) motives
Case Allowance
Local Advertisers
26. What are the types of Formatting the Body Copy?
Attitude Tests
Reminder
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
Lead in paragraphs - interior paragraphs - trial close - and close
27. 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.
Institutional Advertising
Rating
Pretests
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
28. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cost per Thousand (CPM)
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)
Institutional Advertisements
Sweepstakes
29. Advertising showing one brand's strengths relative to its competitors.
Positively originated (transformational) motives
Comparative
Limited-Service Agency
Exchange
30. Three Common Discounts and Allowances
Product Placement
Direct Mail Advertising
Frequency
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
31. 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
BDI (Brand development index)
Reachxfrequency
Foreign Media
Sales Tests
32. Ads used for announcements about what a company is - what it can do - and where it is located.
Publicity Tools
Allowances and Discounts
Rossiter & Percy's Fundamental Motives
Pioneering Institutional
33. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Clearance advertising (a special form of sale advertising)
Participants in the marketing process
Sales Advertising
Reminder
34. Consumer needs - product development - assess effectiveness - financial planning and quality control
Interpersonal influences on consumer behavior
Brand interest
Functions of Marketing research
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
35. 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.
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
Sweepstakes
Utility
Pioneering
36. What does the layout of an ad consist of?
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Maslow's hierarchy of needs theory of motivation based on unmet human needs
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
creating a picture of the concept they want to convey
37. Forms of Institutional Advertisements
Classified Advertising
Interpersonal influences on consumer behavior
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. 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
38. The more frequently a product is purchased - the less repetition is required.
Publicity Tools
Purchase Frequency
Continuity
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
39. Simply the percentage of homes exposed to an advertising media
Rating
Inquiry Tests
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
40. Allow the audience to participate actively & immediately
Continuous (Steady) Schedule
Pulse (Burst) Schedule
Full-Service Agency
Digital Interactive Media
41. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Publicity Tools
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
Horizontal cooperative advertising
Lead in paragraphs - interior paragraphs - trial close - and close
42. Define the brand image
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Rebates
Vertical cooperative advertising
43. Party Responsible for Carrying Out Advertising Program
Comparative
Continuity
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Recency planning
44. 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
Vertical cooperative advertising
Theater Tests
Reachxfrequency
45. Is an individual's openness or curiosity about a brand
Flighting (Intermittent) Schedule
Brand interest
International Media
Competitive Institutional
46. The speed which buyers forget the brand if advertising is not seen.
Forgetting Rate
Reach
Print Media
Regular price-line advertising
47. Offering the product free or at a greatly reduced price.
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Samples
Reminder
Unaided Recall
48. 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
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Clearance advertising (a special form of sale advertising)
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Sales Advertising
49. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Market research
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
International Media
50. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Continuous (Steady) Schedule
Loyalty Programs
Reminder Institutional