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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. The most common energizers of consumer behavior - such as a problem removal or problem avoidance. The consumer actively seeks information to reduce the mental state
Inquiry Tests
Electronic Media
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Negatively originated (informational) motives
2. The speed which buyers forget the brand if advertising is not seen.
Portfolio Tests
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Premiums
Forgetting Rate
3. Forms of Institutional Advertisements
Reminder Institutional
Sweepstakes
Perception
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
4. Forms of Product Advertising
bleed pages - inserts - covers - front - inside front - inside back - and outside back
creating a picture of the concept they want to convey
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
5. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Digital Interactive Media
audience - ad message itself - communications media - and the product concept
Merchandise Allowance
Consumer-Oriented Sales Promotions (Consumer Promotions)
6. Tests used to test ad alternatives.
Market research
Opinion leaders
Portfolio Tests
Participants in the marketing process
7. Three Approaches to Setting Advertising Schedules
Comparative
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Local Advertisers
8. Allow the audience to participate actively & immediately
Digital Interactive Media
Frequently use the word 'you'
Media class
Habits
9. Advertisements that tell people what a product is - what it can do - and where it can be found.
Perception
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Pioneering
Integrated Marketing Communications
10. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Foreign Media
Brand loyalty
Reachxfrequency
Publicity Tools
11. Define the brand image
Loyalty Programs
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
cognitive dissonance
Reminder
12. Promote brand recall
Permission-Based Advertising
Foreign Media
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
funny ads - but not always for the right reasons
13. Visualization/conceptualization
Brand loyalty
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Portfolio Tests
creating a picture of the concept they want to convey
14. Placing items on sale and offering two-for-one specials of other deals
Sales Advertising
Reach
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Media vehicle
15. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
16. Form - task - possession - time - place utility
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Functional needs
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
BDI (Brand development index)
17. Offering the product free or at a greatly reduced price.
Negatively originated (informational) motives
kickers - boldface and italics
Contests
Samples
18. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
Transit Advertising (Bus - taxi - and subway advertising)
Consumer-Oriented Sales Promotions (Consumer Promotions)
Maslow's hierarchy of needs theory of motivation based on unmet human needs
19. Types of Advertisements
1. Product Advertisements 2. Institutional Advertisements
Finance Allowance
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
Digital Interactive Media
20. Interactive online advertising.
Rich Media
Cooperative Advertising
the more audience attention
Sales Tests
21. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Cooperative Advertising
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Horizontal cooperative advertising
Direct Mail Advertising
22. Duration of an advertising message or campaign over a given period of time - sustains memory
Reach
Continuity
Marketing research
thumbnails - roughs - dummies - comprehensives (elaborate draft)
23. Family - society - reference groups - opinion leaders
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Lead in paragraphs - interior paragraphs - trial close - and close
funny ads - but not always for the right reasons
Interpersonal influences on consumer behavior
24. What does the layout of an ad consist of?
Buyer Turnover
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Comparative
25. 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
cognitive dissonance
Product Placement
Clearance advertising (a special form of sale advertising)
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
26. 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)
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
creating a picture of the concept they want to convey
Sweepstakes
27. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Deals
Reference groups
In-House Agencies
Full-Service Agency
28. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CPM
Positively originated (transformational) motives
Rich Media
Vertical cooperative advertising
29. Three Common Discounts and Allowances
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Cooperative Advertising
Media vehicle
Purchase Frequency
30. Is our acquired mental position regarding some idea or object
Allowances and Discounts
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Attitudes
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
31. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Opinion leaders
Rating
Reach
Product Placement
32. Time - place of sale - environment
Advocacy
Attitudes
Nonpersonal influences on consumer behavior
Product Advertising
33. Consumer needs - product development - assess effectiveness - financial planning and quality control
STP Marketing (Segmenting - Targeting - Positioning)
Functions of Marketing research
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
Cooperative Advertising
34. Ads used for announcements about what a company is - what it can do - and where it is located.
Post-Tests
Purposes of Marketing research
Pioneering Institutional
Pulse (Burst) Schedule
35. What are the types of Formatting the Body Copy?
Purposes of Marketing research
STP Marketing (Segmenting - Targeting - Positioning)
Lead in paragraphs - interior paragraphs - trial close - and close
CPM-TM
36. 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)
Aided Recall
Frequency
CB - The Consumer Decision Process
37. The percentage of households in a market that are tuned to a particular TV/radio show.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Rating
Ad research
Frequency
38. Value of Promotion
Reference groups
Message development - You must create a message that gets into the minds of the consumer and target audience
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Reach
39. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Lead in paragraphs - interior paragraphs - trial close - and close
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Marketing research
Foreign Media
40. Where is the advertising and brand battle won or lost?
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
creating a picture of the concept they want to convey
Message development - You must create a message that gets into the minds of the consumer and target audience
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
41. What are the principles of design?
funny ads - but not always for the right reasons
Purposes of Marketing research
Rossiter & Percy's Fundamental Motives
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
42. Broad category of media - such as television - radio or newspaper
Rossiter & Percy's Fundamental Motives
Media class
Competitive Institutional
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
43. 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)
Horizontal cooperative advertising
Media vehicle
Classified Advertising
cognitive dissonance
44. 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
Message development - You must create a message that gets into the minds of the consumer and target audience
Unaided Recall
Functions of Marketing research
45. 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.
Jury Tests
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
the more audience attention
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
46. Addition product information - product samples - or premiums are offered to an ad's readers or viewers. Ads generating the most inquiries are presumed to be the most effective.
Inquiry Tests
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
In-House Agencies
Classified Advertising
47. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Cooperative
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
Pioneering
Inquiry Tests
48. The cost of reaching 1 - 000 individuals or households with the advertising message.
Frequency
Electronic Media
Cost per Thousand (CPM)
Competitive
49. Advertising that promotes a specific brand's features and benefits.
Competitive
Cost per Thousand (CPM)
Publicity Tools
Market research
50. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Portfolio 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
Utility
1. Product Advertisements 2. Institutional Advertisements