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. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
2. 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.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Attitude Tests
Local Advertisers
Flighting (Intermittent) Schedule
3. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Media vehicle
STP Marketing (Segmenting - Targeting - Positioning)
Finance Allowance
Integrated Marketing Communications
4. What does the layout of an ad consist of?
cognitive dissonance
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Rating
5. Recruit new customers - retain current customers - and regain lost customers
Attitudes
Purposes of Marketing research
Reminder Institutional
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)
6. 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
Reach
Attitudes
Contests
Outdoor Advertising (Billboard)
7. Allow the audience to participate actively & immediately
Brand interest
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
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Digital Interactive Media
8. Information gathered about a particular market or market segment
Reminder
Direct Mail Advertising
Market research
Cooperative
9. 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.
CPM
Product Placement
Perception
Permission-Based Advertising
10. What kinds of ads resonate more?
Ones with fewer words
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Product 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
11. 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
Positively originated (transformational) motives
Deals
Purposes of Marketing research
Negatively originated (informational) motives
12. Markets are segmented - products are positioned
Segmenting
cognitive dissonance
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Local Advertisers
13. Time - place of sale - environment
Buyer Turnover
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
Nonpersonal influences on consumer behavior
Rich Media
14. Advertisements focused on selling a product or service
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Product Advertisements
Regular price-line advertising
Inquiry Tests
15. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
1. Product Advertisements 2. Institutional Advertisements
Allowances and Discounts
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
16. Ads that simply bring the company's name to the attention of its target market again.
Allowances and Discounts
Limited-Service Agency
Reminder Institutional
Institutional Advertisements
17. 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'
Frequency
Limited-Service Agency
International Media
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
18. Elements of an advertising message
audience - ad message itself - communications media - and the product concept
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Functions of Marketing research
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
19. Factors of Scheduling Advertising
Ad research
Portfolio Tests
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
20. 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
CB - The Consumer Decision Process
Flighting (Intermittent) Schedule
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Publicity Tools
21. What are the positives to newspapers as a form of mass media?
Rich Media
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
Place-Based Media
Cooperative Advertising
22. Sales promotions that offer a discounted price to the consumer - which encourage trial.
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Brand interest
Coupons
Pioneering
23. Visualization/conceptualization
Clearance advertising (a special form of sale advertising)
creating a picture of the concept they want to convey
Consumer-Oriented Sales Promotions (Consumer Promotions)
Gross Ratings Points (GRPs)
24. 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
Frequency
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Rossiter & Percy's Fundamental Motives
25. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Sounds that are familiar
Point-of-Purchase Displays
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Perception
26. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Habits
Case Allowance
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
27. What kind of ads are most often remembered?
Sounds that are familiar
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
funny ads - but not always for the right reasons
Integrated Marketing Communications
28. 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)
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Electronic Media
cognitive dissonance
Classified Advertising
29. Types of Publicity Tools
Place-Based Media
Product Advertisements
Electronic Media
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
30. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Utility
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
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
Loyalty Programs
31. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Continuous (Steady) Schedule
Transit Advertising
Exchange
Negatively originated (informational) motives
32. How often new buyers enter the market to buy the product.
Buyer Turnover
Premiums
Print Media
Theater Tests
33. 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
Electronic Media
Frequently use the word 'you'
Pulse (Burst) Schedule
34. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Samples
Full-Service Agency
Product Advertising
35. Offers the return of money based on proof of purchase.
Rebates
Institutional Advertising
Full-Service Agency
kickers - boldface and italics
36. 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.
Limited-Service Agency
CPM
Cooperative
Brand loyalty
37. 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.
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
Jury Tests
Reminder
Premiums
38. Types of Advertisements
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
Finance Allowance
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. Product Advertisements 2. Institutional Advertisements
39. Merchandise offered free or at a significant discount.
Sounds that are familiar
Exchange
Premiums
Rebates
40. Reach (% of total market) x Frequency
Pretests
Nonpersonal influences on consumer behavior
Regular price-line advertising
Gross Ratings Points (GRPs)
41. 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
Brand interest
Utility
cognitive dissonance
Jury Tests
42. 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
creating a picture of the concept they want to convey
Clearance advertising (a special form of sale advertising)
kickers - boldface and italics
Sounds that are familiar
43. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Rating
Clearance advertising (a special form of sale advertising)
BDI (Brand development index)
Allowances and Discounts
44. What do the most effective radio commercials use?
Sounds that are familiar
funny ads - but not always for the right reasons
Reference groups
Interpersonal influences on consumer behavior
45. What are the kinds of copy you can have in an ad?
Nonpersonal influences on consumer behavior
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Positively originated (transformational) motives
Vertical cooperative advertising
46. Offering the product free or at a greatly reduced price.
Interpersonal influences on consumer behavior
Samples
Outdoor Advertising (Billboard)
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
47. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Negatively originated (informational) motives
Frequency
Positively originated (transformational) motives
Transit Advertising (Bus - taxi - and subway advertising)
48. Cost of media buy/targeted audienceX1 - 000
Reference groups
Place-Based Media
Competitive Institutional
CPM-TM
49. Three Common Discounts and Allowances
Sales Tests
Utility
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Competitive Institutional
50. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
Participants in the marketing process
Frequency
Pretests