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Test your basic knowledge |
Advertising Basics
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Study First
Subject
:
business-skills
Instructions:
Answer 50 questions in 15 minutes.
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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. Less push - more pull. More creativity - increase media consumption - choices - places - personal communication - cost - individual messages. More regulation less ethical behavior - larger agencies.
5 P's of Marketing
Quantitative Research
Strategy
Future of Advertising
2. Focus groups - interviews - small samples quick turn around (can't be projected to a larger population)
Frequency
Branding
Quantitative Research
Qualitative Research
3. The percentage of the audience that has the opportunity to see or hear the ad at least once.
Quantitative Research
Reach
Co-op ads
Marketing Services
4. Integrated Marketing Communication. Practice of unifying all marketing communications to convey the company's objectives and goals to all contacts through communication tools.
Public Relations
FDA
Branding
IMC
5. Creative - Account - Media - and Research
Advrt. Agency Jobs
Outdoor Advertising
Radio
Mege-Agency Groups
6. Find the 'raw materials' facts - concepts etc.
Word of Mouth advertising
Explorer
Ad Campaigns
Mobile Marketing
7. Use ratings for programming (the product appear with the star) recall studies - buzz metrics - academic research
Product Placement
Against Position
Strategy
Newspapers
8. Ethics=stability - resolve conflict - clarify values - and are changeable. Principles - Regulations: Rules and Standards.
Ethics and regulation
AIDA
Marketing/Advertising
IMC
9. Multi-national accounts - holding companies that have specialized niche agencies - in-house agencies - and agency service suppliers
Rational Choice
Historical Budgeting
Mege-Agency Groups
Outdoor Advertising
10. Create ads
Creative Dept.
FTC
Public Relations
Advertising Budgets
11. Message to the people
Media
Reach
Media planning v. Media Buying
Marketing Services
12. Sales analysis - market research - consumer insight - and account planning
People
Price
Public Relations
CPM
13. Revenue: $15 million locally - $5 million nationally. Type: Local - reach - frequency - and background medium. Measured in Arbitrons
Trade Promotions
Search Engine Marketing
Pull Advertising
Radio
14. The average number of times an individual is exposed to a message
Social Marketing
Pull Advertising
Public Relations
Frequency
15. Corporate PR - Marking PR
Public Relations
Newspapers
Clutter
Branding
16. Merchandise featured in a variety of media - direct mail - print - tv - radio - email etc. DIRECT
'Buying time'
Qualitative Research
Direct Marketing
Strategy
17. Geographically targeted - can be demographically targeted - works for quick easily-promoted messages. Used to maintain brands - billboards.
Media Saturation
Ad Campaigns
Outdoor Advertising
Against Position
18. Evolved from hard-sell. First - Against - Niche - and New Positions
Positioning
Frequency
Promotion
Social Marketing
19. Vogue is overflowing with 800 ads - how is yours going to stand out? can lower overall consumer awareness levels
FTC
Corporate PR
Clutter
Magazines
20. Geographically targeted - can be demographically targeted - works for quick easily-promoted messages. Used to maintain brands - billboards.
Direct Marketing
FCB Grid
Outdoor Advertising
Marketing Services Outlook
21. Follow intuition - rearrange - ask what-if questions and look for hidden analogies
Competitive Analysis
Artist
IMC
Quantitative Research
22. Food and Drug Administraiton: federal agency established to regulate the release of new foods and health-realted products.
Competitive Analysis
FDA
Diffusion of Innovation
Outdoor Advertising
23. SEeing how popular a show is - so that advertisers can choose which ones to advertise during.
Roles in Ad Agency
Ratings
ROI
Artist
24. Sell a better product
Judge
Product
Frequency
4 C's
25. Promotional activities other than advertising - Marketing Communications - growth areas for advertising films - offers new ways of marketing brands to manufacturers.
IMC
Ad Campaigns
Marketing Services
Ads to Sales Ratio
26. Merchandise featured in a variety of media - direct mail - print - tv - radio - email etc. DIRECT
Direct Marketing
FCC
Ratings
Magazines
27. Numerical based on random sample of target market (can be projected to a larger population)
ROI
Quantitative Research
5 P's of Marketing
Sales Promotion
28. Vogue is overflowing with 800 ads - how is yours going to stand out? can lower overall consumer awareness levels
Sales Promotion
Social Marketing
Clutter
Judge
29. The category that didn't exist before and then positions the new product as best in that category
New Position
Branding
Against Position
Magazines
30. Direct marketing - sales - events - merchandising - PR - publicity sales and retail relations - IMC
Rational Choice
Promotion
Advrt. Agency Jobs
Product
31. Federal Trade Commission: maintains fair and free competition - enforces federal antitrust laws - educates the public about identity theft
FTC
Top Six Mega-Agency Groups
Direct Marketing
Mege-Agency Groups
32. Ads to sale ratio - Historical budgeting - competitive analysis
Advertising Budgets
Event Marketing
Account Management
Marketing PR
33. Make product more valuable for the dealer - share in advertising costs.
Challenges Facing Advertisers
Mobile Marketing
Against Position
Trade Promotions
34. Consumer Paid Media. Cost per thousand
Niche Position
Explorer
CPM
Newspapers
35. Put themselves against the #1 and say it is okay to be #2 - we try harder
Outdoor advertising
Strategy
Against Position
Future of Advertising
36. New ideas (innovations) flow through society on a predictable path 'S curve'
Marketing PR
Quantitative Research
Marketing/Advertising
Diffusion of Innovation
37. Charities - and gain sponsors for events so that they cost less and your product can be promoted.
Event Marketing
Creative Dept.
Roles in Ad Agency
Trade Promotions
38. Consumer - Cost - Convenience - Communication
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39. Media Efficiency - Category Maturity - Consumer Message Overload
Against Position
Account Management
Challenges Facing Advertisers
Historical Budgeting
40. Consumer - Cost - Convenience - Communication
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41. Types: National broadcast - National Cable - Syndication - Local - High reach medium - measured by Nielsen's
Ethics and regulation
Television
Advertising Budgets
Tactics
42. Food and Drug Administraiton: federal agency established to regulate the release of new foods and health-realted products.
Qualitative Research
ROI
Ad Campaigns
FDA
43. Marketing through cellular phone
Product
Niche Position
ROI
Mobile Marketing
44. Use ratings for programming (the product appear with the star) recall studies - buzz metrics - academic research
Product Placement
People
Word of Mouth advertising
Clutter
45. Elements that carry out the strategy: Ads - PR - etc.
FDA
Marketing Services Outlook
Tactics
Marketing/Advertising
46. In most consumers there is #1
Outdoor Advertising
Marketing Services Outlook
First Position
Push Advertising
47. Resume - creativity - internships - stand out.
Entry-Level Jobs
Creative Dept.
Magazines
Advertising to Children
48. Creative - Account - Media - and Research
Marketing Services Outlook
Word of Mouth advertising
Outdoor advertising
Advrt. Agency Jobs
49. Sales promotion - direct marketing - public relations - event marketing - promotion products.
Media planning v. Media Buying
Marketing Services Outlook
Outdoor Advertising
Account Management
50. Margin: difference between selling price and the seller's cost of goods.
First Position
Television
FTC
Price
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