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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 number of different people or households exposed to an ad.
Case Allowance
In-House Agencies
Reach
Rating
2. Party Responsible for Carrying Out Advertising Program
Institutional Advertisements
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
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
Sales Tests
3. Transform consumption experience
Print Media
Local Advertisers
Purposes of Marketing research
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
4. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
Consumer-Oriented Sales Promotions (Consumer Promotions)
Merchandise Allowance
Media vehicle
5. Content advertising
Sales Tests
audience - ad message itself - communications media - and the product concept
funny ads - but not always for the right reasons
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
6. Ads promoting the advantages of one product class over another product class and are used in markets where different product classes compete for the same buyers.
Positively originated (transformational) motives
Competitive Institutional
Competitive
Local Advertisers
7. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Frequency
Advocacy
Segmenting
8. Types of Advertisements
1. Product Advertisements 2. Institutional Advertisements
Market research
Publicity Tools
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
9. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Buyer Turnover
Aided Recall
CB - The Consumer Decision Process
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
10. Interactive online advertising.
STP Marketing (Segmenting - Targeting - Positioning)
Rich Media
Outdoor Advertising (Billboard)
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. 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)
Rich Media
Classified Advertising
Outdoor Advertising (Billboard)
Cooperative Advertising
12. Gross rating points =
Reachxfrequency
Nonpersonal influences on consumer behavior
Advocacy
Local Advertisers
13. Ads that state the position of a company on an issue.
Positively originated (transformational) motives
Advocacy
Negatively originated (informational) motives
Maslow's hierarchy of needs theory of motivation based on unmet human needs
14. 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
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Pioneering
Aided Recall
Reach
15. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
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
Habits
Nonpersonal influences on consumer behavior
Vertical cooperative advertising
16. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Frequency
Product Advertisements
Exchange
Negatively originated (informational) motives
17. 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
Institutional Advertising
Flighting (Intermittent) Schedule
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. Value of Promotion
Sweepstakes
1. Product Advertisements 2. Institutional Advertisements
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
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
19. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Brand loyalty
Product Advertising
Habits
Rebates
20. Changing behavior by inducing anxiety
Competitive
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
Samples
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
21. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Transit Advertising
Interpersonal influences on consumer behavior
Full-Service Agency
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)
22. Placing items on sale and offering two-for-one specials of other deals
Print Media
Point-of-Purchase Displays
Sales Advertising
Cooperative
23. Simply the percentage of homes exposed to an advertising media
Gross Ratings Points (GRPs)
Rating
Ad research
BDI (Brand development index)
24. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Print Media
Jury Tests
Vertical cooperative advertising
funny ads - but not always for the right reasons
25. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Allowances and Discounts
Brand loyalty
Media class
Samples
26. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Pulse (Burst) Schedule
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Consumer-Oriented Sales Promotions (Consumer Promotions)
27. Affective Association
28. The cost of reaching 1 - 000 individuals or households with the advertising message.
Participants in the marketing process
Ones with fewer words
Cost per Thousand (CPM)
CPM-TM
29. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Frequency
Purposes of Marketing research
Pioneering
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
30. Time - place of sale - environment
Loyalty Programs
Institutional Advertising
Nonpersonal influences on consumer behavior
Ad research
31. Advertisements that tell people what a product is - what it can do - and where it can be found.
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Post-Tests
Exchange
Pioneering
32. Visualization/conceptualization
Deals
creating a picture of the concept they want to convey
Local Advertisers
Participants in the marketing process
33. 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
Rossiter & Percy's Fundamental Motives
Opinion leaders
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
34. Advertising used to reinforce previous knowledge of a product.
BDI (Brand development index)
Segmenting
Reminder
Allowances and Discounts
35. Influencing the brand choice of consumers who are 'ready to buy'
Post-Tests
Recency planning
Portfolio Tests
Sounds that are familiar
36. Approaches to Post-Testing
Electronic Media
Nonpersonal influences on consumer behavior
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Maslow's hierarchy of needs theory of motivation based on unmet human needs
37. Some methods for scheduling media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Limited-Service Agency
Functions of Marketing research
Consumer-Oriented Sales Promotions (Consumer Promotions)
38. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Positively originated (transformational) motives
Portfolio Tests
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Point-of-Purchase Displays
39. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Allowances and Discounts
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
STP Marketing (Segmenting - Targeting - Positioning)
40. Promotes a specific product or service and stimulates short term action while building awareness of the business
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Allowances and Discounts
Product Advertising
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
41. Information gathered about a particular market or market segment
Continuity
Market research
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
funny ads - but not always for the right reasons
42. Offers the return of money based on proof of purchase.
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)
Reminder Institutional
Rebates
Aided Recall
43. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Clearance advertising (a special form of sale advertising)
Cooperative Advertising
Consumer-Oriented Sales Promotions (Consumer Promotions)
Outdoor Advertising (Billboard)
44. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
45. Informs consumers about services or merchandise offered at regular prices
Sounds that are familiar
Regular price-line advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Participants in the marketing process
46. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
47. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Merchandise Allowance
1. Product Advertisements 2. Institutional Advertisements
Outdoor Advertising (Billboard)
Recency planning
48. 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
funny ads - but not always for the right reasons
cognitive dissonance
Product Placement
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
49. A discount on each case ordered during a specific time period.
Pretests
Case Allowance
Cooperative Advertising
Jury Tests
50. What are the principles of design?
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
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
Case Allowance
funny ads - but not always for the right reasons