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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. Time - place of sale - environment
Nonpersonal influences on consumer behavior
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Institutional Advertisements
2. Is an individual's openness or curiosity about a brand
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
Aided Recall
Brand interest
Product Advertising
3. The percentage of households in a market that are tuned to a particular TV/radio show.
Rating
Premiums
Flighting (Intermittent) Schedule
Cost per Thousand (CPM)
4. Offering the product free or at a greatly reduced price.
CPM
Participants in the marketing process
Samples
Purposes of Marketing research
5. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
6. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
kickers - boldface and italics
Buyer Turnover
Full-Service Agency
Post-Tests
7. What do the most effective radio commercials use?
Reachxfrequency
Direct Mail Advertising
Sounds that are familiar
Cost per Thousand (CPM)
8. Duration of an advertising message or campaign over a given period of time - sustains memory
Digital Interactive Media
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Continuity
Sweepstakes
9. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Product Advertising
Segmenting
Consumer-Oriented Sales Promotions (Consumer Promotions)
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
10. Joining together in a consistent manner everything that communicates with customers
cognitive dissonance
Ones with fewer words
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Integrated Marketing Communications
11. Markets are segmented - products are positioned
Negatively originated (informational) motives
CB - The Consumer Decision Process
Habits
Segmenting
12. What are the kinds of copy you can have in an ad?
Local Advertisers
STP Marketing (Segmenting - Targeting - Positioning)
Rebates
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
13. Party Responsible for Carrying Out Advertising Program
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Market research
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Buyer Turnover
14. Is our acquired mental position regarding some idea or object
Attitudes
Rossiter & Percy's Fundamental Motives
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Exchange
15. Approaches to Post-Testing
Recency planning
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Limited-Service Agency
16. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Frequency
Exchange
Rich Media
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
17. Merchandise offered free or at a significant discount.
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)
Premiums
Rich Media
Purchase Frequency
18. 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
cognitive dissonance
Permission-Based Advertising
Direct Mail Advertising
Reminder
19. 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.
Sales Tests
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Gross Ratings Points (GRPs)
Permission-Based Advertising
20. Offers the return of money based on proof of purchase.
Rebates
Outdoor Advertising (Billboard)
Reach
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
21. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Cooperative
Transit Advertising (Bus - taxi - and subway advertising)
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Functional needs
22. Three Common Discounts and Allowances
Local Advertisers
1. Product Advertisements 2. Institutional Advertisements
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Point-of-Purchase Displays
23. Recruit new customers - retain current customers - and regain lost customers
Digital Interactive Media
Purposes of Marketing research
Brand interest
Rating
24. The cost of reaching 1 - 000 individuals or households with the advertising message.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Segmenting
Cost per Thousand (CPM)
25. 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.
Purposes of Marketing research
Deals
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Limited-Service Agency
26. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
27. 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.
Coupons
Post-Tests
Positively originated (transformational) motives
Attitude Tests
28. The number of different people or households exposed to an ad.
Reach
Print Media
Place-Based Media
Recency planning
29. Advertising that promotes a specific brand's features and benefits.
Continuous (Steady) Schedule
Exchange
Frequency
Competitive
30. 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.
Rating
Pretests
Portfolio Tests
Transit Advertising
31. Allow the audience to participate actively & immediately
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
Pulse (Burst) Schedule
Digital Interactive Media
Sales Advertising
32. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Loyalty Programs
Utility
Advocacy
Electronic Media
33. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
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
Publicity Tools
Ad research
Competitive Institutional
34. What kind of ads are most often remembered?
Vertical cooperative advertising
Post-Tests
Premiums
funny ads - but not always for the right reasons
35. Gathering - recording - and analyzing new information to help managers make marketing decisions
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Premiums
Marketing research
Direct Mail Advertising
36. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
CPM
Finance Allowance
Transit Advertising (Bus - taxi - and subway advertising)
Product Advertising
37. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Buyer Turnover
Functions of Marketing research
Flighting (Intermittent) Schedule
CB - The Consumer Decision Process
38. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Local Advertisers
Ad research
Trade-Oriented Sales Promotions (Trade Promotions)
bleed pages - inserts - covers - front - inside front - inside back - and outside back
39. A discount on each case ordered during a specific time period.
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
Case Allowance
Deals
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
40. Advertisements focused on selling a product or service
Product Advertisements
Coupons
Post-Tests
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. Advertising used to reinforce previous knowledge of a product.
Pioneering Institutional
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
Reminder
cognitive dissonance
42. Common Advertising Appeals
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Utility
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Reachxfrequency
43. They use Retail Advertising because retail stores account for so much of the market
BDI (Brand development index)
Attitude Tests
Local Advertisers
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
44. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
cognitive dissonance
Cooperative
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
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
45. What are the types of Formatting the Body Copy?
Forgetting Rate
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
Lead in paragraphs - interior paragraphs - trial close - and close
Brand loyalty
46. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Merchandise Allowance
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Rating
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
47. 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
1. Product Advertisements 2. Institutional Advertisements
Cooperative
Foreign Media
48. Family - society - reference groups - opinion leaders
Interpersonal influences on consumer behavior
Direct Mail Advertising
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Rossiter & Percy's Fundamental Motives
49. What are the principles of design?
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
Print Media
Coupons
Permission-Based Advertising
50. 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)
Reachxfrequency
Brand loyalty
Jury Tests