Test Questions

Front 1

Major types of ad slogans

Back 1

1.Direct benefits and features, especially for new brands
2. Curiosity
3. emotional
4. directive
5. hornblowing
6. comparison

Front 2

Most people tune in to the radio when...

Back 2

1. driving
2. cooking
3. beach

Front 3

How do you repeat a message three times in a radio commercial without tiring the listener out?

Back 3

1. change voice
2. jingle
3. include most important information in ad slogan

Front 4

How do you avoid numbers in contact information in a radio commercial?

Back 4

1. spell it out if possible
2. take out the area code
3. jingle
4. write descriptions instead of street addresses

Front 5

Pros of using social media

Back 5

reach customers in a new way, build brand loyalty, encourage open communication with customers, learn more about target market, and it is cost-efficient

Front 6

Cons of using social media

Back 6

high demands on time and innovation, less control, and return on investment is delayed

Front 7

How do you successfully create a campaign over social media?

Back 7

Build relationships and trust, be sincere and honest, give something back to the community and be patient, establish yourself as a hero or local expert in the online community, and base off what the young generation like, not what information needs to be expressed to them

Front 8

Pros of building a promotional event

Back 8

inspire trial of brand, strengthen the relationship between brand and loyal customers, and reinforce messages from traditional advertising

Front 9

What are the types of promotional events?

Back 9

Contests, sweepstakes, festivals, sponsorships, product placement, branded entertainment, etc.

Front 10

How do you create an effective and efficient promotional event?

Back 10

It includes a what, when, who, where, and why. If promotional products are chosen strategically, they will help further brand image.

Front 11

Target consumer

Back 11

refers to the group that you hope will be most interested in your company's brand and products and will purchase/use your company's brand and products much more often than national average.

Front 12

Key differences between advertising and public relations

Back 12

1. Use PR to maintain good relationships with current and prospective employees
2. Be aware of and respond to governmental reactions to a company's actions
3. engage in crisis management
4. usually go through unpaid channels
5. have less control of the communicated message
6. organize publicity events such as the opening of new facilities
7. perceived as more credible than advertising; the message conveyed through PR is usually clear, factual, and non-emotional
8. may be more cost-efficient

Front 13

secondary research

Back 13

(also known as desk research) involves the summary, collation and/or synthesis of existing research.

Front 14

secondary research includes...

Back 14

content analysis
analyze articles and studies
research websites, blogs, etc.
monitor online forums

Front 15

Primary research

Back 15

consists of the collection of original primary data. It is often undertaken after the researcher has gained some insight into the issue by reviewing secondary research or by analyzing previously collected primary data.

Front 16

Primary research includes...

Back 16

Qualitative research
focus groups
interviews
observations/field trips
Quantitative research
survey
experiment

Front 17

Brand loyalty

Back 17

preference by a consumer for a particular brand that results in continual purchase of it

Front 18

Cause-related marketing

Back 18

it involves the cooperative efforts of a 'for-profit' business and a non-profit organization/project for mutual benefit

Front 19

IMC

Back 19

Integrated Marketing Communication is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost

Front 20

Q Score

Back 20

a measurement of the familiarity and appeal of a band, company, celebrity, or television show used in the United States. The higher the Q score, the more highly regarded the item or person is among the group that is familiar with them. Q scores and other variants are primarily used by the media, marketing, advertising and public relations industries

the Q stands for 'quotient'

Front 21

USP = Brand Positioning = Creative Statement

Back 21

An advertising strategy that focuses on a product or service attribute that is distinctive to a particular brand and offers an important benefit to the customer.

Front 22

CPP

Back 22

Cost per point: the cost of buying one rating point. Media buyers calculate CPP to compare costs of different outlets within television and radio. Rate= CPP*Ratings

Front 23

CPM

Back 23

Cost per thousand: cost of a media vehicle reaching 1k members of an audience. Media buyers calculate CPM to compare the costs of different outlets within magazine and internet.

Front 24

Reach

Back 24

The number or percent of different homes or persons exposed at least once to an advertising schedule over a specific period of time

Front 25

Frequency

Back 25

The number of times that the average household or person is exposed to the schedule among those persons reached in the specific period of time

Front 26

DMAs

Back 26

Designated Market Areas

Front 27

Behavioral targeting

Back 27

A basis for target marketing based on consumers’ website surfing behaviors

Front 28

Country-of-origin effect

Back 28

The impact on consumers’ perceptions of products and/or brands that results from where the products are manufactured

Front 29

Brand recall and Brand recognition

Back 29

Measures the effectiveness of advertising. Common advertising research usage is that pure brand recall requires ‘unaided recall’. For example a respondent may be asked to recall the names of any cars he may know, or any whiskey brands he may know. Recognition is aided recall.

Front 30

Top-of-mind awareness survey

Back 30

Used to assess, analyze, and report on consumer attitudes about the brand and the category. Surveys 20 people, only has one question.

Front 31

Marketing Mix

Back 31

A planned mix of the controllable elements of a product's marketing plan commonly termed as 4Ps: product, price, place, and promotion.

Front 32

SWOT analysis

Back 32

Strengths, weaknesses, opportunities, and threats

Front 33

Pros of Celebrity endorsement

Back 33

They have stopping power.
²People are fascinated about the personal lives of celebrities.
²Their unique characteristics can help communicate the selling idea.

Front 34

Cons of Celebrity endorsement

Back 34

They are expensive.
²They are often a quick fix, not a long-term strategy.
²They may lack credibility.
²They may endorse so many products that it confuses people.
²They can overshadow the message. People only remember the celebrity, not the message.
²They may disparage your brand when they think no one’s listening (Adidas’s star endorser).

Front 35

MRI

Back 35

Mediamark Research and Intelligence. It is a company to help identify the target consumer and measure the target consumer’s habit.
¡The baseline for the index is 100.
¡If the index is 78, it means that consumers from 18 to 24 in the US are 22% less likely to drink tea than national average in the last 6 months.
¡If the index is 105, it means that consumers from 45 to 54 in the US are 5% more likely to drink tea than national average in the last 6 months.
¡The higher the index, the better.
¡When you profile the target consumer, look for the highest index in each category (age, income, etc.) and indices greater than 110 (10% more than national average has the value to be considered target consumers).

Front 36

GRPs (formula)

Back 36

GRPs= Reach * Frequency

Front 37

Reach (formula)

Back 37

Reach = GRPs / Frequency

Front 38

Frequency (formula)

Back 38

Frequency = GRPs / Reach

Front 39

Jobs available at an ad agency

Back 39

1. Creative department )copy writers, art directors, producers)
2. Media Department (media buyers and media planners) –independent
3. Account Executive Department (primary contact with client, in charge of project deadlines and teamwork)
4. Account Planning Department (most important, responsible for understanding the consumer through research and creating the brief/strategy)

Front 40

Account Planning

Back 40

Account planners are responsible for understanding the consumer through research, and for creating the brief/strategy.