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Advertising Basics

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. Evolved from hard-sell. First - Against - Niche - and New Positions






2. SEeing how popular a show is - so that advertisers can choose which ones to advertise during.






3. Omnicom $9.7 billion WPP $9.4 Interpublic (IPG) 6.2 Publicists 4.8 Dentsu (Japan) 2.9 Havas (France) 1.9






4. Promotes the brand along one dimension of superiority (all-temperature Cheer)






5. Take the idea to battle. Implement the idea.






6. Promotes the brand along one dimension of superiority (all-temperature Cheer)






7. Elements that carry out the strategy: Ads - PR - etc.






8. Using PR to influence word of mouth and back up the brand for the consumer. Build a reputation for the brand






9. Margin: difference between selling price and the seller's cost of goods.






10. Less push - more pull. More creativity - increase media consumption - choices - places - personal communication - cost - individual messages. More regulation less ethical behavior - larger agencies.






11. Planned series of ads






12. Sales are - bring clients in and keep them - represent consumer and client






13. Put themselves against the #1 and say it is okay to be #2 - we try harder






14. Innovative product spreads (diffuses) thorugh a market not in one straight course - but in successive waves (people differ in readiness to adopt a new product)






15. Product - Price - Place - Promotion - and People

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16. Television - radio - outdoor advertising - newspapers - magazines. Advertiser controls exposure to ad






17. Vogue is overflowing with 800 ads - how is yours going to stand out? can lower overall consumer awareness levels






18. Consumer - Cost - Convenience - Communication

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19. Multi-national accounts - holding companies that have specialized niche agencies - in-house agencies - and agency service suppliers






20. A percentage of sales






21. Corporate PR - Marking PR






22. Google - performance based - page location based on keyword auction.






23. Media Efficiency - Category Maturity - Consumer Message Overload






24. Children learn how to consumer - gener roles - and experience the difference between mediated messages and personal experience






25. Uses ELM model to break ads into thinking vs. feeling - high involvement vs. low.






26. Promotional activities other than advertising - Marketing Communications - growth areas for advertising films - offers new ways of marketing brands to manufacturers.






27. Numerical based on random sample of target market (can be projected to a larger population)






28. In most consumers there is #1






29. Costs and benefits are in the mind of the message recipient - make sure that campaigns make sure the recipient is aware of the costs and communicates the benefits






30. Use ratings for programming (the product appear with the star) recall studies - buzz metrics - academic research






31. Elements that carry out the strategy: Ads - PR - etc.






32. Integrated Marketing Communication. Practice of unifying all marketing communications to convey the company's objectives and goals to all contacts through communication tools.






33. Revenue: 11 million Types: General and Specialized - Business and Trade. (advertising and editorial overlap)






34. Merchandise featured in a variety of media - direct mail - print - tv - radio - email etc. DIRECT






35. Geographically targeted - can be demographically targeted - works for quick easily-promoted messages. Used to maintain brands - billboards.






36. How much is the other company spending






37. Resume - creativity - internships - stand out.






38. Trade and Consumer short term increases in sales Two incentive strategies: Less price discount - more value.






39. Revenue: 11 million Types: General and Specialized - Business and Trade. (advertising and editorial overlap)






40. Management functions such as: employee communication - investments - crisis management






41. Media Planning is the task of a media agency and entails finding the most appropriate media products for a brand - Media buying is a sub function of advertising - and procures the best possible placement and price of media real-estate.






42. Product - Price - Place - Promotion - and People

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43. Revenue: 7.5 billion. 2nd fastest growing. Bulletins - kiosks - billboards - used to maintain existing brands






44. Multi-national accounts - holding companies that have specialized niche agencies - in-house agencies - and agency service suppliers






45. Make product more valuable for the dealer - share in advertising costs.






46. Return on Investment - evaluates the efficiency of an investment or to compare the efficiency of a number of different investments. Return of an investment divided by cost of and result=ratio or percent






47. Vogue is overflowing with 800 ads - how is yours going to stand out? can lower overall consumer awareness levels






48. Reach: 60 million worldwide Revenue: 45 Million - Types: Local Display Ads - National Ads - Legal Ads - Classified Ads - Pre-prints - Coupon Ads.






49. Integrated Marketing Communication. Practice of unifying all marketing communications to convey the company's objectives and goals to all contacts through communication tools.






50. Facebook - advertisers track what has been viewed - and what interests are - and can show ads that pertain to you.







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