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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. Studies such as controlled experiments and consumer purchase tests.
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
CPM-TM
Rating
Sales Tests
2. The number of different people or households exposed to an ad.
Pretests
Reach
Outdoor Advertising (Billboard)
Local Advertisers
3. The average number of times a person in the target audience is exposed to an ad.
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
Frequently use the word 'you'
Frequency
Cost per Thousand (CPM)
4. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Buyer Turnover
Post-Tests
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Reference groups
5. The greater size of an ad illustration...
the more audience attention
Reminder
Buyer Turnover
Local Advertisers
6. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Gross Ratings Points (GRPs)
In-House Agencies
Media class
Publicity Tools
7. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Ones with fewer words
Interpersonal influences on consumer behavior
Brand interest
8. Value of Promotion
International Media
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Allowances and Discounts
Media class
9. Simply the percentage of homes exposed to an advertising media
Frequently use the word 'you'
Case Allowance
Pioneering Institutional
Rating
10. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
bleed pages - inserts - covers - front - inside front - inside back - and outside back
STP Marketing (Segmenting - Targeting - Positioning)
Brand interest
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
11. Offers the return of money based on proof of purchase.
Point-of-Purchase Displays
Rebates
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
Reach
12. 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
Aided Recall
Positively originated (transformational) motives
Jury Tests
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
13. How often new buyers enter the market to buy the product.
Place-Based Media
Buyer Turnover
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
14. 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'
Frequently use the word 'you'
Interpersonal influences on consumer behavior
Digital Interactive Media
Frequency
15. 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
Reference groups
Foreign Media
Frequency
16. The cost of reaching 1 - 000 individuals or households with the advertising message.
Product Placement
Cost per Thousand (CPM)
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Brand loyalty
17. 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
Continuity
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Portfolio Tests
Negatively originated (informational) motives
18. Is our acquired mental position regarding some idea or object
Local Advertisers
Attitudes
Buyer Turnover
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
19. What are the kinds of copy you can have in an ad?
Permission-Based Advertising
Exchange
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Opinion leaders
20. Promote brand recall
Product Placement
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Rating
21. Gathering - recording - and analyzing new information to help managers make marketing decisions
Exchange
Reference groups
Allowances and Discounts
Marketing research
22. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
23. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Product Placement
Deals
funny ads - but not always for the right reasons
CPM-TM
24. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Brand loyalty
Purposes of Marketing research
Pioneering Institutional
Rich Media
25. What are the standard subjects for ad visuals?
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
Sales Advertising
Finance Allowance
26. Questions such as "What ads do you remember watching yesterday?" is asked of respondents without any prompting to determine whether they saw or heard advertising messages.
Nonpersonal influences on consumer behavior
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
Unaided Recall
Reminder
27. Offering the product free or at a greatly reduced price.
Product Advertising
Ones with fewer words
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Samples
28. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
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
Trade-Oriented Sales Promotions (Trade Promotions)
Classified Advertising
Full-Service Agency
29. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
30. 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.
Electronic Media
Competitive Institutional
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Portfolio Tests
31. Sales promotions that offer a discounted price to the consumer - which encourage trial.
STP Marketing (Segmenting - Targeting - Positioning)
creating a picture of the concept they want to convey
Coupons
CB - The Consumer Decision Process
32. Where is the advertising and brand battle won or lost?
Sweepstakes
Continuous (Steady) Schedule
Message development - You must create a message that gets into the minds of the consumer and target audience
Post-Tests
33. 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.
Maslow's hierarchy of needs theory of motivation based on unmet human needs
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)
Pretests
Exchange
34. Reach (% of total market) x Frequency
Buyer Turnover
Gross Ratings Points (GRPs)
Attitude Tests
Case Allowance
35. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Outdoor Advertising (Billboard)
Ones with fewer words
36. Promotes a specific product or service and stimulates short term action while building awareness of the business
Product Advertising
Attitude Tests
Rating
Functions of Marketing research
37. What are the types of headlines?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Gross Ratings Points (GRPs)
BDI (Brand development index)
Limited-Service Agency
38. Advertisements that tell people what a product is - what it can do - and where it can be found.
Reference groups
Pioneering
Publicity Tools
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
39. Time - place of sale - environment
Nonpersonal influences on consumer behavior
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Post-Tests
Competitive
40. Merchandise offered free or at a significant discount.
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Brand loyalty
Reach
Premiums
41. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
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
Reach
Electronic Media
42. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
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
Rich Media
Foreign Media
Frequency
43. Content advertising
Gross Ratings Points (GRPs)
Negatively originated (informational) motives
Flighting (Intermittent) Schedule
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
44. 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
Rebates
Inquiry Tests
Clearance advertising (a special form of sale advertising)
Merchandise Allowance
45. 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
Direct Mail Advertising
Reach
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
46. 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.
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Inquiry Tests
Limited-Service Agency
Permission-Based Advertising
47. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
International Media
Reach
Cooperative
Perception
48. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Place-Based Media
Segmenting
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Competitive
49. Three Approaches to Setting Advertising Schedules
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
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
Deals
Comparative
50. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Ad research
Horizontal cooperative advertising
Portfolio Tests
Brand loyalty