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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. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Allowances and Discounts
Market research
Rich Media
Frequency
2. Common Advertising Appeals
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Ones with fewer words
Product Advertisements
Institutional Advertising
3. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Institutional Advertisements
Sounds that are familiar
CPM-TM
Brand loyalty
4. Tests used to test ad alternatives.
Portfolio Tests
Frequently use the word 'you'
Habits
Segmenting
5. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
Consumer-Oriented Sales Promotions (Consumer Promotions)
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
Market research
6. Merchandise offered free or at a significant discount.
Case Allowance
Advocacy
Premiums
Clearance advertising (a special form of sale advertising)
7. Three Common Discounts and Allowances
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Utility
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Print Media
8. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Functions of Marketing research
Habits
Pioneering
Theater Tests
9. Ads that state the position of a company on an issue.
Loyalty Programs
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
Product Advertisements
Advocacy
10. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Opinion leaders
Brand loyalty
Habits
Inquiry Tests
11. What kinds of ads resonate more?
Utility
Ones with fewer words
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
Product Advertisements
12. Persuade the customer
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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
13. What are the standard subjects for ad visuals?
Loyalty Programs
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
STP Marketing (Segmenting - Targeting - Positioning)
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
14. 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.
Foreign Media
Reach
Rating
Sweepstakes
15. What is the best way to grab attention in an ad?
16. 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)
Premiums
Classified Advertising
Institutional Advertising
Cost per Thousand (CPM)
17. Is our acquired mental position regarding some idea or object
Ones with fewer words
Utility
Attitudes
Classified Advertising
18. 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
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Media vehicle
Lead in paragraphs - interior paragraphs - trial close - and close
CB - The Consumer Decision Process
19. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
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
Aided Recall
Market research
20. Displays that take the form of an advertising sign in high traffic areas of store aisles.
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Rich Media
CB - The Consumer Decision Process
Point-of-Purchase Displays
21. Advertisements focused on selling a product or service
Product Advertisements
Frequently use the word 'you'
Jury Tests
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
22. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Outdoor Advertising (Billboard)
Point-of-Purchase Displays
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
Sales Tests
23. The speed which buyers forget the brand if advertising is not seen.
Classified Advertising
Samples
Forgetting Rate
Deals
24. Link key attributes to the brand name
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
Ones with fewer words
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Perception
25. Information gathered about a particular market or market segment
Market research
Sales Tests
Rich Media
Sounds that are familiar
26. The more frequently a product is purchased - the less repetition is required.
Pioneering Institutional
Purchase Frequency
Message development - You must create a message that gets into the minds of the consumer and target audience
Rating
27. Forms of Product Advertising
Permission-Based Advertising
CPM-TM
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
28. What kind of ads are most often remembered?
Consumer-Oriented Sales Promotions (Consumer Promotions)
funny ads - but not always for the right reasons
Sweepstakes
Lead in paragraphs - interior paragraphs - trial close - and close
29. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Product Placement
Functional needs
Continuous (Steady) Schedule
Merchandise Allowance
30. Informs consumers about services or merchandise offered at regular prices
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
Vertical cooperative advertising
Regular price-line advertising
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
31. 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.
Competitive Institutional
Premiums
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Permission-Based Advertising
32. Sales promotions that offer a discounted price to the consumer - which encourage trial.
audience - ad message itself - communications media - and the product concept
Coupons
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Frequency
33. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Product Advertisements
Institutional Advertisements
Consumer-Oriented Sales Promotions (Consumer Promotions)
Rating
34. The average number of times a person in the target audience is exposed to an ad.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Merchandise Allowance
Frequency
Advocacy
35. 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.
Horizontal cooperative advertising
CPM
Jury Tests
creating a picture of the concept they want to convey
36. Promote brand recall
Contests
Reachxfrequency
Permission-Based Advertising
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
37. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Brand interest
Ad research
Frequency
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
38. Three Approaches to Setting Advertising Schedules
Participants in the marketing process
Foreign Media
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Clearance advertising (a special form of sale advertising)
39. 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.
Perception
Permission-Based Advertising
Ad research
Transit Advertising
40. Studies such as controlled experiments and consumer purchase tests.
Sales Tests
Rossiter & Percy's Fundamental Motives
Trade-Oriented Sales Promotions (Trade Promotions)
Place-Based Media
41. Scare the consumer into action
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Regular price-line advertising
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)
Brand interest
42. Transform consumption experience
cognitive dissonance
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
Premiums
43. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Flighting (Intermittent) Schedule
Rebates
Post-Tests
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
44. 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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Full-Service Agency
Perception
45. Some methods for scheduling media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Sales Advertising
STP Marketing (Segmenting - Targeting - Positioning)
Trade-Oriented Sales Promotions (Trade Promotions)
46. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
47. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
Print Media
the more audience attention
Reach
48. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Consumer-Oriented Sales Promotions (Consumer Promotions)
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
Functional needs
Electronic Media
49. Ads used for announcements about what a company is - what it can do - and where it is located.
Direct Mail Advertising
International Media
Cooperative
Pioneering Institutional
50. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Deals
Nonpersonal influences on consumer behavior
CPM
In-House Agencies