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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. Define the brand image
audience - ad message itself - communications media - and the product concept
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Print Media
Sales Tests
2. Customer's perception of product/service; sometimes advertisers need to change those perceptions. As well as seller's perception of customer's needs - wants - objectives.
Case Allowance
Rating
Perception
Unaided Recall
3. 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
Vertical cooperative advertising
Rating
Clearance advertising (a special form of sale advertising)
Positively originated (transformational) motives
4. Studies such as controlled experiments and consumer purchase tests.
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
Full-Service Agency
Merchandise Allowance
Sales Tests
5. Family - society - reference groups - opinion leaders
Rating
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Interpersonal influences on consumer behavior
funny ads - but not always for the right reasons
6. Gross rating points =
Sales Tests
Reachxfrequency
Integrated Marketing Communications
Pioneering Institutional
7. 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
Clearance advertising (a special form of sale advertising)
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
Pretests
Sales Advertising
8. 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
International Media
Reach
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
Competitive Institutional
9. Transform consumption experience
Pioneering Institutional
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
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
Deals
10. Is our acquired mental position regarding some idea or object
Attitudes
Pioneering
Gross Ratings Points (GRPs)
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
11. Made up of the company's own advertising staff. They may provide full services or limited services.
In-House Agencies
Frequency
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
Theater Tests
12. Ads that state the position of a company on an issue.
Advocacy
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
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
Point-of-Purchase Displays
13. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Case Allowance
Product Placement
Habits
Print Media
14. Consumer needs - product development - assess effectiveness - financial planning and quality control
Frequency
Functions of Marketing research
Competitive
Electronic Media
15. 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
Perception
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Exchange
16. Types of Publicity Tools
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
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Aided Recall
Pioneering Institutional
17. The speed which buyers forget the brand if advertising is not seen.
Opinion leaders
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
Cost per Thousand (CPM)
Forgetting Rate
18. Reach (% of total market) x Frequency
Buyer Turnover
Gross Ratings Points (GRPs)
Jury Tests
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
19. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
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
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Sweepstakes
Consumer-Oriented Sales Promotions (Consumer Promotions)
20. Advertisements focused on selling a product or service
Product Advertisements
Buyer Turnover
Advocacy
Perception
21. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Rating
kickers - boldface and italics
22. 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
Ad research
In-House Agencies
BDI (Brand development index)
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
23. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
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
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
Habits
24. Three Common Discounts and Allowances
Transit Advertising (Bus - taxi - and subway advertising)
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
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. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Case Allowance
Direct Mail Advertising
Continuous (Steady) Schedule
Outdoor Advertising (Billboard)
26. Time - place of sale - environment
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Nonpersonal influences on consumer behavior
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Theater Tests
27. Form - task - possession - time - place utility
Functional needs
Reminder Institutional
Functions of Marketing research
Transit Advertising
28. 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.
Institutional Advertisements
Flighting (Intermittent) Schedule
Advocacy
Sweepstakes
29. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Direct Mail Advertising
Sounds that are familiar
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
Loyalty Programs
30. Placing items on sale and offering two-for-one specials of other deals
Sounds that are familiar
Sales Advertising
audience - ad message itself - communications media - and the product concept
Pioneering
31. 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.
Sounds that are familiar
STP Marketing (Segmenting - Targeting - Positioning)
Reach
Limited-Service Agency
32. What are the function of headlines?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
kickers - boldface and italics
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
Exchange
33. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Frequency
Regular price-line advertising
Finance Allowance
Loyalty Programs
34. 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
CPM-TM
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Exchange
cognitive dissonance
35. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
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
Habits
Classified Advertising
Aided Recall
36. What do the most effective radio commercials use?
STP Marketing (Segmenting - Targeting - Positioning)
Sounds that are familiar
Cooperative
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
37. 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
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
Rich Media
Point-of-Purchase Displays
38. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
39. Information gathered about a particular market or market segment
Lead in paragraphs - interior paragraphs - trial close - and close
Flighting (Intermittent) Schedule
Market research
Aided Recall
40. Ads that simply bring the company's name to the attention of its target market again.
Contests
Reminder Institutional
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Transit Advertising
41. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Pulse (Burst) Schedule
Product Advertisements
Continuous (Steady) Schedule
Frequency
42. 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)
Institutional Advertisements
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
Classified Advertising
Sales Advertising
43. 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
Horizontal cooperative advertising
Perception
Brand interest
Local Advertisers
44. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Cooperative
Publicity Tools
Reminder Institutional
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
45. Advertising used to reinforce previous knowledge of a product.
Allowances and Discounts
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Reminder
funny ads - but not always for the right reasons
46. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
Product Advertisements
Reference groups
Advocacy
47. Promote brand recall
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Ones with fewer words
Brand loyalty
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
48. Advertising showing one brand's strengths relative to its competitors.
Comparative
Pulse (Burst) Schedule
Nonpersonal influences on consumer behavior
Consumer-Oriented Sales Promotions (Consumer Promotions)
49. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
Full-Service Agency
Negatively originated (informational) motives
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
50. Content advertising
Marketing research
Limited-Service Agency
Case Allowance
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads