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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. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
BDI (Brand development index)
Trade-Oriented Sales Promotions (Trade Promotions)
funny ads - but not always for the right reasons
Pulse (Burst) Schedule
2. Content advertising
Deals
Opinion leaders
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
3. Information gathered about a particular market or market segment
Clearance advertising (a special form of sale advertising)
Institutional Advertisements
Market research
Place-Based Media
4. 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.
CB - The Consumer Decision Process
Competitive Institutional
Sweepstakes
Integrated Marketing Communications
5. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Point-of-Purchase Displays
Finance Allowance
Horizontal cooperative advertising
audience - ad message itself - communications media - and the product concept
6. Situate the brand socially
CB - The Consumer Decision Process
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
Theater Tests
7. 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
Lead in paragraphs - interior paragraphs - trial close - and close
cognitive dissonance
Segmenting
Maslow's hierarchy of needs theory of motivation based on unmet human needs
8. People we try to emulate or whose approval concerns us
Case Allowance
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
Rebates
Reference groups
9. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Local Advertisers
Merchandise Allowance
Reach
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
10. The number of different people or households exposed to an ad.
Nonpersonal influences on consumer behavior
Case Allowance
Reach
Rebates
11. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Direct Mail Advertising
STP Marketing (Segmenting - Targeting - Positioning)
Rating
Media vehicle
12. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Nonpersonal influences on consumer behavior
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Full-Service Agency
Inquiry Tests
13. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Pioneering
Sales Advertising
Foreign Media
Maslow's hierarchy of needs theory of motivation based on unmet human needs
14. Made up of the company's own advertising staff. They may provide full services or limited services.
Cooperative Advertising
Sales Tests
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
In-House Agencies
15. What do the most effective radio commercials use?
Sounds that are familiar
Transit Advertising (Bus - taxi - and subway advertising)
Media vehicle
Positively originated (transformational) motives
16. 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
Rich Media
Reference groups
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
17. 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.
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Permission-Based Advertising
Flighting (Intermittent) Schedule
STP Marketing (Segmenting - Targeting - Positioning)
18. Types of Publicity Tools
Horizontal cooperative advertising
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Opinion leaders
Positively originated (transformational) motives
19. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
Post-Tests
1. Product Advertisements 2. Institutional Advertisements
Pioneering Institutional
20. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
21. What are the positives to newspapers as a form of mass media?
Allowances and Discounts
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Cost per Thousand (CPM)
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
22. Is an individual's openness or curiosity about a brand
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
STP Marketing (Segmenting - Targeting - Positioning)
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
Brand interest
23. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Inquiry Tests
Aided Recall
Theater Tests
Gross Ratings Points (GRPs)
24. Visualization/conceptualization
creating a picture of the concept they want to convey
Samples
Rating
Comparative
25. Is the products ability to satisfy both functional needs & symbolic wants
Utility
Vertical cooperative advertising
Rating
Sounds that are familiar
26. Broad category of media - such as television - radio or newspaper
Media class
Continuity
Foreign Media
Purposes of Marketing research
27. 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.
Attitude Tests
Trade-Oriented Sales Promotions (Trade Promotions)
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Segmenting
28. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Trade-Oriented Sales Promotions (Trade Promotions)
Horizontal cooperative advertising
Perception
Cooperative
29. Markets are segmented - products are positioned
Segmenting
Forgetting Rate
Ones with fewer words
Maslow's hierarchy of needs theory of motivation based on unmet human needs
30. 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.
Functional needs
Jury Tests
Marketing research
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
31. Merchandise offered free or at a significant discount.
Functional needs
Sales Advertising
Classified Advertising
Premiums
32. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Recency planning
Deals
Brand loyalty
Institutional Advertising
33. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Participants in the marketing process
Product Advertisements
Pioneering
Place-Based Media
34. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Consumer-Oriented Sales Promotions (Consumer Promotions)
Direct Mail Advertising
Publicity Tools
Marketing research
35. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Jury Tests
Transit Advertising (Bus - taxi - and subway advertising)
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
Marketing research
36. Elements of an advertising message
audience - ad message itself - communications media - and the product concept
Portfolio Tests
Limited-Service Agency
Message development - You must create a message that gets into the minds of the consumer and target audience
37. Forms of Institutional Advertisements
Transit Advertising
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Lead in paragraphs - interior paragraphs - trial close - and close
38. 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.
Continuous (Steady) Schedule
Inquiry Tests
Opinion leaders
Pretests
39. Offering the product free or at a greatly reduced price.
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Contests
Inquiry Tests
Samples
40. Time - place of sale - environment
Print Media
BDI (Brand development index)
Limited-Service Agency
Nonpersonal influences on consumer behavior
41. The average number of times a person in the target audience is exposed to an ad.
Frequency
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Flighting (Intermittent) Schedule
Comparative
42. Reach (% of total market) x Frequency
Gross Ratings Points (GRPs)
Reachxfrequency
Regular price-line advertising
Direct Mail Advertising
43. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Merchandise Allowance
Permission-Based Advertising
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Cooperative Advertising
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'
Deals
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
Frequently use the word 'you'
Frequency
45. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Reminder Institutional
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
Positively originated (transformational) motives
Opinion leaders
46. Three Common Discounts and Allowances
Integrated Marketing Communications
creating a picture of the concept they want to convey
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
International Media
47. What are the standard subjects for ad visuals?
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
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
48. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Continuity
Rating
Interpersonal influences on consumer behavior
Vertical cooperative advertising
49. 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
STP Marketing (Segmenting - Targeting - Positioning)
Pioneering
Clearance advertising (a special form of sale advertising)
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
50. The percentage of households in a market that are tuned to a particular TV/radio show.
Ad research
Rating
Samples
Interpersonal influences on consumer behavior