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. 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
kickers - boldface and italics
Market research
Sweepstakes
2. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Cooperative Advertising
Ones with fewer words
Trade-Oriented Sales Promotions (Trade Promotions)
Attitudes
3. Merchandise offered free or at a significant discount.
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. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Opinion leaders
Premiums
4. 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
Foreign Media
Regular price-line 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
5. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Cost per Thousand (CPM)
Coupons
Limited-Service Agency
Portfolio Tests
6. 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)
Sweepstakes
Classified Advertising
Sales Tests
Portfolio Tests
7. Advertisements that tell people what a product is - what it can do - and where it can be found.
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)
Pioneering
Local Advertisers
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
8. Placing items on sale and offering two-for-one specials of other deals
Reminder Institutional
Exchange
Sales Advertising
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
9. What kind of ads are most often remembered?
Comparative
funny ads - but not always for the right reasons
Interpersonal influences on consumer behavior
International Media
10. Advertising used to reinforce previous knowledge of a product.
Rossiter & Percy's Fundamental Motives
Reminder
Participants in the marketing process
Habits
11. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Coupons
Participants in the marketing process
Aided Recall
Pioneering Institutional
12. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
STP Marketing (Segmenting - Targeting - Positioning)
Post-Tests
Theater Tests
Forgetting Rate
13. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Sales Tests
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Full-Service Agency
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
14. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cost per Thousand (CPM)
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Local Advertisers
Institutional Advertising
15. Some methods for scheduling media
Buyer Turnover
Comparative
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
CPM-TM
16. Forms of Institutional Advertisements
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. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Brand loyalty
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
17. Ads that state the position of a company on an issue.
Advocacy
Attitudes
Opinion leaders
Sweepstakes
18. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Foreign Media
Cost per Thousand (CPM)
Inquiry Tests
Merchandise Allowance
19. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
20. 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
Consumer-Oriented Sales Promotions (Consumer Promotions)
Direct Mail Advertising
Purchase Frequency
21. The average number of times a person in the target audience is exposed to an ad.
Frequency
the more audience attention
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
22. Gathering - recording - and analyzing new information to help managers make marketing decisions
Inquiry Tests
Marketing research
Reference groups
Cost per Thousand (CPM)
23. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Ad research
Deals
Sweepstakes
Media vehicle
24. What kinds of ads resonate more?
1. Product Advertisements 2. Institutional Advertisements
Product Advertisements
Sounds that are familiar
Ones with fewer words
25. Party Responsible for Carrying Out Advertising Program
Digital Interactive Media
Unaided Recall
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
26. Common Advertising Appeals
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Attitude Tests
CB - The Consumer Decision Process
Permission-Based Advertising
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.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Allowances and Discounts
Print Media
Pretests
28. Is our acquired mental position regarding some idea or object
Outdoor Advertising (Billboard)
Cost per Thousand (CPM)
Habits
Attitudes
29. Ads used for announcements about what a company is - what it can do - and where it is located.
Pioneering Institutional
Theater Tests
Ones with fewer words
Point-of-Purchase Displays
30. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Cooperative
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
Rebates
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
31. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
STP Marketing (Segmenting - Targeting - Positioning)
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
BDI (Brand development index)
32. Information gathered about a particular market or market segment
Market research
Segmenting
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Brand loyalty
33. What is the best way to grab attention in an ad?
34. Three Approaches to Setting Advertising Schedules
CB - The Consumer Decision Process
Full-Service Agency
Functions of Marketing research
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
35. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Allowances and Discounts
cognitive dissonance
Vertical cooperative advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
36. Advertising that promotes a specific brand's features and benefits.
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
Competitive
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Institutional Advertisements
37. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
BDI (Brand development index)
Loyalty Programs
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
38. Offers the return of money based on proof of purchase.
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
Attitude Tests
Rebates
Outdoor Advertising (Billboard)
39. Where is the advertising and brand battle won or lost?
Deals
Rating
Frequency
Message development - You must create a message that gets into the minds of the consumer and target audience
40. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
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. Product Advertisements 2. Institutional Advertisements
Continuity
41. Link key attributes to the brand name
Participants in the marketing process
Pioneering
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
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
42. 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
Coupons
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Positively originated (transformational) motives
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
43. Measures the intensity of a media schedule - based on repeated exposures to the medium (important for memory) - effective frequency is considered somewhere between 'awareness' and 'overexposure'
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Frequency
Forgetting Rate
Place-Based Media
44. Persuade the customer
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
Classified Advertising
Pretests
Message development - You must create a message that gets into the minds of the consumer and target audience
45. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
46. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
47. Markets are segmented - products are positioned
Electronic Media
Negatively originated (informational) motives
Segmenting
Lead in paragraphs - interior paragraphs - trial close - and close
48. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
1. Product Advertisements 2. Institutional Advertisements
Foreign Media
Brand loyalty
CPM
49. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
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
Jury Tests
Pretests
Finance Allowance
50. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Habits
Permission-Based Advertising
Brand interest
Cooperative Advertising