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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. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Product Advertisements
the more audience attention
Samples
Opinion leaders
2. 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.
Regular price-line advertising
Finance Allowance
Permission-Based Advertising
Competitive
3. People we try to emulate or whose approval concerns us
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
Institutional Advertising
Reference groups
Ones with fewer words
4. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
thumbnails - roughs - dummies - comprehensives (elaborate draft)
cognitive dissonance
Brand loyalty
Product Advertising
5. What do the most effective radio commercials use?
Comparative
Perception
Sounds that are familiar
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
6. 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.
Pretests
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
Continuous (Steady) Schedule
Jury Tests
7. What are the function of headlines?
Functions of Marketing research
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
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
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
8. Gathering - recording - and analyzing new information to help managers make marketing decisions
Reachxfrequency
Brand loyalty
Continuous (Steady) Schedule
Marketing research
9. What are the types of headlines?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Transit Advertising
Coupons
Functions of Marketing research
10. 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
Finance Allowance
Participants in the marketing process
CB - The Consumer Decision Process
Ones with fewer words
11. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Samples
Contests
the more audience attention
Cooperative
12. What are the standard subjects for ad visuals?
Transit Advertising
Allowances and Discounts
CPM
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
13. Advertising used to reinforce previous knowledge of a product.
cognitive dissonance
In-House Agencies
Reminder
Flighting (Intermittent) Schedule
14. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Rich Media
Functional needs
Trade-Oriented Sales Promotions (Trade Promotions)
Positively originated (transformational) motives
15. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
Permission-Based Advertising
Loyalty Programs
funny ads - but not always for the right reasons
16. 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
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
Perception
Nonpersonal influences on consumer behavior
Reach
17. 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.
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
Finance Allowance
Post-Tests
Jury Tests
18. The average number of times a person in the target audience is exposed to an ad.
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
Frequency
Permission-Based Advertising
19. Stages of ad development
Transit Advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Finance Allowance
Sweepstakes
20. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Classified Advertising
Vertical cooperative advertising
creating a picture of the concept they want to convey
Rating
21. Visualization/conceptualization
Samples
Lead in paragraphs - interior paragraphs - trial close - and close
Sales Tests
creating a picture of the concept they want to convey
22. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Finance Allowance
Rebates
Maslow's hierarchy of needs theory of motivation based on unmet human needs
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
23. Advertisements that tell people what a product is - what it can do - and where it can be found.
Sweepstakes
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Pioneering
Product Advertisements
24. Merchandise offered free or at a significant discount.
Reach
Reference groups
Premiums
Continuity
25. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
International Media
Cost per Thousand (CPM)
Brand loyalty
Cooperative Advertising
26. What are the types of subheads?
Deals
Message development - You must create a message that gets into the minds of the consumer and target audience
kickers - boldface and italics
Institutional Advertisements
27. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
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
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
CB - The Consumer Decision Process
28. A discount on each case ordered during a specific time period.
Case Allowance
Competitive
Outdoor Advertising (Billboard)
Contests
29. Types of Advertisements
Market research
Contests
1. Product Advertisements 2. Institutional Advertisements
Pulse (Burst) Schedule
30. How often new buyers enter the market to buy the product.
Buyer Turnover
Ones with fewer words
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
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
31. Situate the brand socially
CPM-TM
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
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. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
32. What does the layout of an ad consist of?
Frequency
Purchase Frequency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
thumbnails - roughs - dummies - comprehensives (elaborate draft)
33. Duration of an advertising message or campaign over a given period of time - sustains memory
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
Competitive
Institutional Advertising
Continuity
34. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Permission-Based Advertising
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
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
Cooperative
35. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Samples
Deals
Interpersonal influences on consumer behavior
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)
36. Advertising showing one brand's strengths relative to its competitors.
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Comparative
Rating
Full-Service Agency
37. Reimbursing a retailer for extra in-store support or special featuring of the brand.
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
Reference groups
Merchandise Allowance
Unaided Recall
38. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Pulse (Burst) Schedule
Allowances and Discounts
Media vehicle
Electronic Media
39. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Perception
Institutional Advertising
CPM
Attitudes
40. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
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)
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
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
Transit Advertising (Bus - taxi - and subway advertising)
41. Where is the advertising and brand battle won or lost?
Buyer Turnover
Frequency
Integrated Marketing Communications
Message development - You must create a message that gets into the minds of the consumer and target audience
42. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Continuity
Aided Recall
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
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
43. What are the types of Formatting the Body Copy?
Negatively originated (informational) motives
Point-of-Purchase Displays
Pioneering
Lead in paragraphs - interior paragraphs - trial close - and close
44. The number of different people or households exposed to an ad.
Reach
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
kickers - boldface and italics
Rating
45. Advertisements focused on selling a product or service
Sweepstakes
Product Advertisements
Consumer-Oriented Sales Promotions (Consumer Promotions)
Reminder
46. Three Approaches to Setting Advertising Schedules
Print Media
Theater Tests
Continuity
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
47. In the newspaper for many reasons: to locate and recruit new employees - offer services (such as those of an employment agency or business opportunity broker) - or sell or lease merchandise (such as cars - real estate - and office equipment)
Classified Advertising
Rossiter & Percy's Fundamental Motives
Product Advertising
Digital Interactive Media
48. Gross rating points =
Nonpersonal influences on consumer behavior
Outdoor Advertising (Billboard)
Reachxfrequency
Continuous (Steady) Schedule
49. Tests used to test ad alternatives.
Portfolio Tests
Direct Mail Advertising
Continuous (Steady) Schedule
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
50. The speed which buyers forget the brand if advertising is not seen.
Portfolio Tests
Competitive
Forgetting Rate
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule