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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. Information gathered about a particular market or market segment
Participants in the marketing process
Market research
Gross Ratings Points (GRPs)
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
2. Duration of an advertising message or campaign over a given period of time - sustains memory
Deals
Unaided Recall
Continuity
Inquiry Tests
3. Ads on the interior and exterior of busses - subways - and taxis.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Transit Advertising
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
Product Placement
4. Influencing the brand choice of consumers who are 'ready to buy'
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
Theater Tests
Brand interest
Recency planning
5. Is the products ability to satisfy both functional needs & symbolic wants
Utility
Digital Interactive Media
BDI (Brand development index)
Purchase Frequency
6. Promotes a specific product or service and stimulates short term action while building awareness of the business
Samples
Pioneering
Product Advertising
Consumer-Oriented Sales Promotions (Consumer Promotions)
7. Persuade the customer
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
CB - The Consumer Decision Process
STP Marketing (Segmenting - Targeting - Positioning)
Forgetting Rate
8. Gross rating points =
Reachxfrequency
Lead in paragraphs - interior paragraphs - trial close - and close
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Brand loyalty
9. Time - place of sale - environment
Sounds that are familiar
Pretests
Nonpersonal influences on consumer behavior
Negatively originated (informational) motives
10. Stages of ad development
Foreign Media
thumbnails - roughs - dummies - comprehensives (elaborate draft)
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Institutional Advertisements
11. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Transit Advertising
Allowances and Discounts
Trade-Oriented Sales Promotions (Trade Promotions)
12. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Sounds that are familiar
Aided Recall
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
Transit Advertising (Bus - taxi - and subway advertising)
13. Three Common Discounts and Allowances
Nonpersonal influences on consumer behavior
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Product Advertising
Media class
14. Forms of Institutional Advertisements
Transit Advertising (Bus - taxi - and subway advertising)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
CB - The Consumer Decision Process
Loyalty Programs
15. 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
Inquiry Tests
Electronic Media
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
Functions of Marketing research
16. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
17. Advertising used to reinforce previous knowledge of a product.
Reminder
Functions of Marketing research
Brand interest
Lead in paragraphs - interior paragraphs - trial close - and close
18. The average number of times a person in the target audience is exposed to an ad.
BDI (Brand development index)
Market research
Sweepstakes
Frequency
19. Common Advertising Appeals
Market research
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Premiums
20. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Reference groups
Vertical cooperative advertising
Place-Based Media
21. Forms of Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Rossiter & Percy's Fundamental Motives
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
creating a picture of the concept they want to convey
22. 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
Reminder Institutional
Transit Advertising (Bus - taxi - and subway advertising)
BDI (Brand development index)
Post-Tests
23. 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.
Jury Tests
Purposes of Marketing research
Perception
Transit Advertising (Bus - taxi - and subway advertising)
24. Types of Publicity Tools
cognitive dissonance
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Place-Based Media
25. Tests used to test ad alternatives.
Point-of-Purchase Displays
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Foreign Media
Portfolio Tests
26. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Contests
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
27. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Permission-Based Advertising
Sales Tests
Cooperative
Reach
28. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Negatively originated (informational) motives
Deals
Merchandise Allowance
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
29. Approaches to Post-Testing
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
cognitive dissonance
Continuous (Steady) Schedule
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
30. What are the standard subjects for ad visuals?
Print Media
Advocacy
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
audience - ad message itself - communications media - and the product concept
31. Made up of the company's own advertising staff. They may provide full services or limited services.
Negatively originated (informational) motives
Horizontal cooperative advertising
bleed pages - inserts - covers - front - inside front - inside back - and outside back
In-House Agencies
32. Interactive online advertising.
Institutional Advertising
Rich Media
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
Transit Advertising (Bus - taxi - and subway advertising)
33. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Aided Recall
Reach
Outdoor Advertising (Billboard)
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
34. 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
Negatively originated (informational) motives
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
Marketing research
1. Product Advertisements 2. Institutional Advertisements
35. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Ones with fewer words
Segmenting
Opinion leaders
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
36. 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
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
BDI (Brand development index)
Electronic Media
37. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
38. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
Lead in paragraphs - interior paragraphs - trial close - and close
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
In-House Agencies
39. Advertising that promotes a specific brand's features and benefits.
Forgetting Rate
Direct Mail Advertising
Competitive
STP Marketing (Segmenting - Targeting - Positioning)
40. Types of audience resonance
41. 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)
Classified Advertising
Loyalty Programs
Reach
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
42. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Theater Tests
Positively originated (transformational) motives
Inquiry Tests
Brand interest
43. Offers the return of money based on proof of purchase.
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Coupons
Rebates
Media class
44. Studies such as controlled experiments and consumer purchase tests.
Pioneering Institutional
Sales Tests
Functional needs
Jury Tests
45. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Reach
Rebates
Place-Based Media
Allowances and Discounts
46. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Brand loyalty
Perception
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Permission-Based Advertising
47. Define the brand image
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Rebates
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
48. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
49. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Reminder Institutional
Jury Tests
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
Contests
50. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
cognitive dissonance
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
Publicity Tools
Reach