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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. Visualization/conceptualization
Print Media
Pioneering Institutional
creating a picture of the concept they want to convey
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
2. Consumer needs - product development - assess effectiveness - financial planning and quality control
Portfolio Tests
Functions of Marketing research
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Segmenting
3. Tests used to test ad alternatives.
creating a picture of the concept they want to convey
Portfolio Tests
In-House Agencies
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
4. Where is the advertising and brand battle won or lost?
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Post-Tests
Message development - You must create a message that gets into the minds of the consumer and target audience
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
5. Made up of the company's own advertising staff. They may provide full services or limited services.
In-House Agencies
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
Sweepstakes
Post-Tests
6. Define the brand image
Case Allowance
audience - ad message itself - communications media - and the product concept
Sweepstakes
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
7. Ads in magazines can be strategically placed in these places...
Regular price-line advertising
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Perception
Publicity Tools
8. 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
Positively originated (transformational) motives
Reference groups
Aided Recall
Regular price-line advertising
9. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Reach
Competitive
Buyer Turnover
Foreign Media
10. Situate the brand socially
Premiums
Cost per Thousand (CPM)
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
funny ads - but not always for the right reasons
11. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Full-Service Agency
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Post-Tests
Positively originated (transformational) motives
12. Transform consumption experience
Message development - You must create a message that gets into the minds of the consumer and target audience
Media vehicle
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
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
13. What kinds of ads resonate more?
Competitive Institutional
Ad research
Ones with fewer words
Direct Mail Advertising
14. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Loyalty Programs
Coupons
Segmenting
Continuous (Steady) Schedule
15. 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
Competitive
Opinion leaders
Competitive Institutional
BDI (Brand development index)
16. Markets are segmented - products are positioned
Segmenting
Purposes of Marketing research
Participants in the marketing process
CPM
17. The more frequently a product is purchased - the less repetition is required.
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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
Utility
Purchase Frequency
18. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Product Placement
Direct Mail Advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
cognitive dissonance
19. What are the types of subheads?
Allowances and Discounts
Sweepstakes
Sounds that are familiar
kickers - boldface and italics
20. 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.
Brand interest
Jury Tests
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)
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
21. Placing items on sale and offering two-for-one specials of other deals
Negatively originated (informational) motives
Sales Advertising
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Reference groups
22. Forms of Institutional Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Point-of-Purchase Displays
Purchase Frequency
Competitive Institutional
23. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Brand loyalty
Contests
Recency planning
Point-of-Purchase Displays
24. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuous (Steady) Schedule
Sales Advertising
Frequency
Outdoor Advertising (Billboard)
25. 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'
Purchase Frequency
Electronic Media
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Frequency
26. Factors of Scheduling Advertising
Electronic Media
Participants in the marketing process
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
27. Approaches to Post-Testing
Pretests
Recency planning
Competitive Institutional
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
28. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Comparative
Reach
Full-Service Agency
Media vehicle
29. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Opinion leaders
Full-Service Agency
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Competitive Institutional
30. Promotes a specific product or service and stimulates short term action while building awareness of the business
1. Product Advertisements 2. Institutional Advertisements
Contests
Continuous (Steady) Schedule
Product Advertising
31. Informs consumers about services or merchandise offered at regular prices
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)
funny ads - but not always for the right reasons
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
Regular price-line advertising
32. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Clearance advertising (a special form of sale advertising)
Ones with fewer words
Product Advertisements
33. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Transit Advertising
Transit Advertising (Bus - taxi - and subway advertising)
Attitudes
Marketing research
34. Ads used for announcements about what a company is - what it can do - and where it is located.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Pioneering Institutional
Participants in the marketing process
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
35. 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.
Digital Interactive Media
Sounds that are familiar
Perception
Transit Advertising (Bus - taxi - and subway advertising)
36. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Lead in paragraphs - interior paragraphs - trial close - and close
CB - The Consumer Decision Process
Participants in the marketing process
Contests
37. Advertisements focused on selling a product or service
Product Advertisements
Frequency
1. Product Advertisements 2. Institutional Advertisements
Rich Media
38. The percentage of households in a market that are tuned to a particular TV/radio show.
Horizontal cooperative advertising
In-House Agencies
CPM-TM
Rating
39. They use Retail Advertising because retail stores account for so much of the market
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Local Advertisers
Post-Tests
Forgetting Rate
40. 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
Reachxfrequency
Functional needs
Electronic Media
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
41. Three Common Discounts and Allowances
funny ads - but not always for the right reasons
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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
42. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Merchandise Allowance
cognitive dissonance
Loyalty Programs
CPM
43. What kind of ads are most often remembered?
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Foreign Media
funny ads - but not always for the right reasons
Pioneering
44. Advertising showing one brand's strengths relative to its competitors.
Purchase Frequency
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Comparative
Trade-Oriented Sales Promotions (Trade Promotions)
45. The average number of times a person in the target audience is exposed to an ad.
Pretests
Recency planning
Frequency
Sales Advertising
46. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
kickers - boldface and italics
Purposes of Marketing research
CPM
Ad research
47. 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
Reach
Place-Based Media
CB - The Consumer Decision Process
thumbnails - roughs - dummies - comprehensives (elaborate draft)
48. Ads on the interior and exterior of busses - subways - and taxis.
Media class
Transit Advertising
Local Advertisers
Case Allowance
49. How often new buyers enter the market to buy the product.
Pioneering
Unaided Recall
Buyer Turnover
Nonpersonal influences on consumer behavior
50. 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.
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
Pretests
Deals