3922557
Descripción
Test por Maren Myslinski, actualizado hace más de 1 año
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Creado por Maren Myslinski
hace alrededor de 9 años
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Pregunta 1
Pregunta
A target audience is the [blank_start]profitable[blank_end] [blank_start]audience[blank_end] and those [blank_start]likely[blank_end] [blank_start]to[blank_end] [blank_start]respond[blank_end] to marketing communication.
Respuesta
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profitable
-
audience
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likely
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to
-
respond
Pregunta 2
Pregunta
Two of the most common types of segmentation are [blank_start]demographics[blank_end] and [blank_start]psychographics[blank_end].
Respuesta
-
demographics
-
psychographics
Pregunta 3
Pregunta
Psychographics refer to [blank_start]lifestyle[blank_end] [blank_start]insights[blank_end] about a particular person or group of people.
Respuesta
-
lifestyle
-
insights
Pregunta 4
Pregunta
The remaining four types of segmentation are:
-[blank_start]Product[blank_end] [blank_start]usage[blank_end]
-[blank_start]Consumer[blank_end] [blank_start]behavior[blank_end]
-[blank_start]Purchase[blank_end] [blank_start]power[blank_end]
-[blank_start]Geographics[blank_end]
Respuesta
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Product
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usage
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Consumer
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behavior
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Purchase
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power
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Geographics
Pregunta 5
Pregunta
The type of person you could be in regards to purchase power is a decision [blank_start]maker[blank_end] or a decision [blank_start]influencer[blank_end].
Respuesta
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maker
-
influencer
Pregunta 6
Pregunta
The three degrees of product usage are [blank_start]heavy[blank_end] users, [blank_start]loyal[blank_end] users, and [blank_start]switchers[blank_end].
Respuesta
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heavy
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loyal
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switchers
Pregunta 7
Pregunta
A [blank_start]profile[blank_end] is a description of the target audience that [blank_start]personifies[blank_end] the potential customer of a particular brand.
Respuesta
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profile
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personifies
Pregunta 8
Pregunta
B2B segmentation can be categorized by: [blank_start]industry[blank_end], [blank_start]size[blank_end], [blank_start]geographic[blank_end] location, [blank_start]product[blank_end] [blank_start]usage[blank_end] and [blank_start]customer[blank_end] value.
Respuesta
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industry
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size
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geographic
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product
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usage
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customer
Pregunta 9
Pregunta
Global/worldwide, national, regional, DMA, metro area and retail area are all examples of [blank_start]market[blank_end] [blank_start]types[blank_end].
Respuesta
-
market
-
types
Pregunta 10
Pregunta
Some brands strategize [blank_start]globally[blank_end], while others strategize [blank_start]market[blank_end]-by-[blank_start]market[blank_end].
Respuesta
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globally
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market
-
market
Pregunta 11
Pregunta
The first three steps of the media plan are:
-[blank_start]Identify[blank_end] and [blank_start]define[blank_end] TA
-State [blank_start]media[blank_end] [blank_start]objectives[blank_end]
-Outline [blank_start]media[blank_end] [blank_start]strategies[blank_end]
Respuesta
-
Identify
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define
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media
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objectives
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media
-
strategies
Pregunta 12
Pregunta
When stating media objectives, you want those that are both [blank_start]measurable[blank_end] and [blank_start]specific[blank_end].
Respuesta
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measurable
-
specific
Pregunta 13
Pregunta
Aspects of media strategy include [blank_start]reach[blank_end] and [blank_start]frequency[blank_end], the [blank_start]media[blank_end] [blank_start]mix[blank_end], [blank_start]geography[blank_end], and [blank_start]scheduling[blank_end].
Respuesta
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reach
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frequency
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media
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mix
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geography
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scheduling
Pregunta 14
Pregunta
When identifying the TA, the idea is to select media vehicles that are compatible with [blank_start]creative[blank_end] [blank_start]execution[blank_end] and whose [blank_start]audience[blank_end] best [blank_start]matches[blank_end] those of the brand's TA.
Respuesta
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creative
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execution
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audience
-
matches
Pregunta 15
Pregunta
The [blank_start]reach[blank_end] is the percentage of different people exposed to the [blank_start]message[blank_end].
Respuesta
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reach
-
message
Pregunta 16
Pregunta
The [blank_start]frequency[blank_end] is the [blank_start]repetition[blank_end] of message exposure.
Respuesta
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frequency
-
repetition
Pregunta 17
Pregunta
Two types of reach are [blank_start]targeted[blank_end] reach and [blank_start]wasted[blank_end] reach.
Respuesta
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targeted
-
wasted
Pregunta 18
Pregunta
The types of frequency are [blank_start]average[blank_end] frequency, [blank_start]effective[blank_end] frequency, and [blank_start]wasted[blank_end] frequency.
Respuesta
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average
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effective
-
wasted
Pregunta 19
Pregunta
Objectives must be measurable within a specific [blank_start]time[blank_end] [blank_start]frame[blank_end].
Respuesta
-
time
-
frame
Pregunta 20
Pregunta
You can seldom reach [blank_start]100%[blank_end] of your target audience.
Respuesta
-
100%
Pregunta 21
Pregunta
At times, [blank_start]frequency[blank_end] is more important than [blank_start]reach[blank_end].
Respuesta
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frequency
-
reach
Pregunta 22
Pregunta
Regardless of the budget, the goal is to reach the right [blank_start]people[blank_end] at the right [blank_start]time[blank_end] with the right [blank_start]message[blank_end].
Respuesta
-
people
-
time
-
message
Pregunta 23
Pregunta
A [blank_start]heavy-up[blank_end] schedule is advised in DMAs where the product is available or projected sales are higher.
Respuesta
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heavy-up
Pregunta 24
Pregunta
CDI stands for [blank_start]category[blank_end] [blank_start]development[blank_end] [blank_start]index[blank_end] which is used to determine rates of [blank_start]consumption[blank_end] for a product [blank_start]category[blank_end].
Respuesta
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category
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development
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index
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consumption
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category
Pregunta 25
Pregunta
BDI stands for [blank_start]brand[blank_end] [blank_start]development[blank_end] [blank_start]index[blank_end] which is used to determine the strength of the [blank_start]brand[blank_end] in [blank_start]geographic[blank_end] areas.
Respuesta
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brand
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geographic
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brand
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development
-
index
Pregunta 26
Pregunta
ARF stands for [blank_start]Advertising[blank_end] [blank_start]Research[blank_end] [blank_start]Foundation[blank_end].
Respuesta
-
Advertising
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Research
-
Foundation
Pregunta 27
Pregunta
The ARF response model is:
-[blank_start]Sales[blank_end] [blank_start]Response[blank_end]
---[blank_start]Advertising[blank_end] [blank_start]Response[blank_end]
-----[blank_start]Advertising[blank_end] [blank_start]Persuasion[blank_end]
-------[blank_start]Advertising[blank_end] [blank_start]Communication[blank_end]
---------[blank_start]Advertising[blank_end] [blank_start]Attentiveness[blank_end]
-----------[blank_start]Advertising[blank_end] [blank_start]Exposure[blank_end]
-------------[blank_start]Vehicle[blank_end] [blank_start]Exposure[blank_end]
---------------[blank_start]Vehicle[blank_end] [blank_start]Distribution[blank_end]
Respuesta
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Sales
-
Response
-
Advertising
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Response
-
Advertising
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Persuasion
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Advertising
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Advertising
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Attentiveness
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Communication
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Advertising
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Exposure
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Vehicle
-
Exposure
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Vehicle
-
Distribution
Pregunta 28
Pregunta
Effective reach refers to the [blank_start]percentage[blank_end] of the [blank_start]target[blank_end] [blank_start]audience[blank_end] that is exposed to the ad during a specific [blank_start]time[blank_end] [blank_start]frame[blank_end].
Respuesta
-
percentage
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target
-
audience
-
time
-
frame
Pregunta 29
Pregunta
[blank_start]Effect[blank_end] [blank_start]frequency[blank_end] is the number of times an audience member is exposed to the message (before incurring waste).
Respuesta
-
Effective
-
frequency
Pregunta 30
Pregunta
Effective reach requires the media planner to know the effective frequency, then [blank_start]build[blank_end] [blank_start]reach[blank_end] in order to expose the target audience the desired number of times.
Respuesta
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build
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reach
Pregunta 31
Pregunta
Effective frequency = minimum of [blank_start]3[blank_end] exposures and no more than [blank_start]10[blank_end] total exposures.
Respuesta
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3
-
10
Pregunta 32
Pregunta
The "mommy theory" refers to [blank_start]effective[blank_end] [blank_start]reach[blank_end].
Respuesta
-
effective
-
reach
Pregunta 33
Pregunta
[blank_start]Recency[blank_end] theory focuses on those consumers who are [blank_start]primed[blank_end] for a [blank_start]purchase[blank_end], instead of thinking that advertising moves consumers through the purchase cycle.
Respuesta
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Recency
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primed
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purchase
Pregunta 34
Pregunta
Recency maximizes [blank_start]reach[blank_end] during critical [blank_start]apertures[blank_end] to serve as reminders.
Respuesta
-
reach
-
apertures
Pregunta 35
Pregunta
Recency theory uses [blank_start]flighting[blank_end] schedules.
Respuesta
-
flighting
Pregunta 36
Pregunta
[blank_start]Continuity[blank_end] is a scheduling process based on always advertising at consistent levels.
Respuesta
-
Continuity
Pregunta 37
Pregunta
A [blank_start]flighting[blank_end] schedule consists of periods of ads followed by absences of ads.
Respuesta
-
flighting
Pregunta 38
Pregunta
A [blank_start]pulsing[blank_end] schedule consists of always advertising with periods of more intensity.
Respuesta
-
pulsing
Pregunta 39
Pregunta
Purchase Funnel:
[blank_start]Awareness[blank_end]
[blank_start]Familiarity[blank_end]
[blank_start]Opinion[blank_end]
[blank_start]Consideration[blank_end]
[blank_start]Purchase[blank_end] [blank_start]Intention[blank_end]
[blank_start]Shopping[blank_end]
[blank_start]Purchase[blank_end]
Respuesta
-
Awareness
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Familiarity
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Opinion
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Consideration
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Purchase
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Intention
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Shopping
-
Purchase
Pregunta 40
Pregunta
The purchase funnel theory is considered by many to be [blank_start]insufficient[blank_end] in the digital era.
Respuesta
-
insufficient
Pregunta 41
Pregunta
Most consumers nowadays use [blank_start]the[blank_end] [blank_start]web[blank_end] to research products before buying.
Respuesta
-
the
-
web
Pregunta 42
Pregunta
Engagement is turning on a [blank_start]prospect[blank_end] to a brand [blank_start]idea[blank_end] enhanced by surrounding [blank_start]context[blank_end].
Respuesta
-
prospect
-
idea
-
context
Pregunta 43
Pregunta
Engagement is a [blank_start]scale[blank_end] indicating the degree to which a consumer is likely to or has [blank_start]internalized[blank_end] a communication.
Respuesta
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scale
-
internalized
Pregunta 44
Pregunta
[blank_start]Multi[blank_end]-[blank_start]media[blank_end] and [blank_start]cross[blank_end]-[blank_start]platform[blank_end] data are key when measuring engagement.
Respuesta
-
Multi
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media
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cross
-
platform
Pregunta 45
Pregunta
[blank_start]Inspirational[blank_end] engagement is when media inspire and connect emotionally with consumers.
Respuesta
-
Inspirational
Pregunta 46
Pregunta
[blank_start]Trustworthy[blank_end] engagement is when media are trusted and do not sensationalize.
Respuesta
-
Trustworthy
Pregunta 47
Pregunta
[blank_start]Social[blank_end] [blank_start]interaction[blank_end] engagement is when media give consumers fodder for conversations with family and friends.
Respuesta
-
Social
-
interaction
Pregunta 48
Pregunta
[blank_start]Life[blank_end] [blank_start]enhancing[blank_end] engagement is when consumers learn new things from the medium, which helps them make better decisions.
Respuesta
-
Life
-
enhancing
Pregunta 49
Pregunta
[blank_start]Personal[blank_end] [blank_start]timeout[blank_end] engagement is when consumers say the time they spend with the medium is just for them and generally improves their mood.
Respuesta
-
Personal
-
timeout
Pregunta 50
Pregunta
[blank_start]Advertising[blank_end] [blank_start]receptivity[blank_end] engagement is when ads that run in the medium are of interest and the consumer is more likely to purchase products advertised within.
Respuesta
-
Advertising
-
receptivity
Pregunta 51
Pregunta
[blank_start]Magazines[blank_end] scored highest across all six dimensions of media engagement.
Respuesta
-
Magazines
Pregunta 52
Pregunta
TV scored highest in [blank_start]personal[blank_end] [blank_start]timeout[blank_end] engagement, but lower in [blank_start]life[blank_end] [blank_start]enhancing[blank_end] and [blank_start]advertising[blank_end] [blank_start]receptivity[blank_end] engagement.
Respuesta
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personal
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timeout
-
life
-
enhancing
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advertising
-
receptivity
Pregunta 53
Pregunta
[blank_start]Websites[blank_end] ranked highest in trustworthiness, but low in inspiration.
Respuesta
-
Websites
Pregunta 54
Pregunta
Perhaps media should be more concerned with [blank_start]disengagement[blank_end] and loss of audience.
Respuesta
-
disengagement
Pregunta 55
Pregunta
[blank_start]Share[blank_end]-of-[blank_start]voice[blank_end] is your brand's percentage of total advertising or communications messages in your primary business category and geographic marketing are and time frame.
Respuesta
-
Share
-
voice
Pregunta 56
Pregunta
[blank_start]Share[blank_end]-of-[blank_start]mind[blank_end] refers to top of mind awareness in a particular category.
Respuesta
-
Share
-
mind
Pregunta 57
Pregunta
Saturation means that incremental [blank_start]increases[blank_end] in advertising produce progressively [blank_start]smaller[blank_end] effects on [blank_start]demand[blank_end] increases.
Respuesta
-
increases
-
smaller
-
demand
Pregunta 58
Pregunta
The [blank_start]ARF[blank_end] [blank_start]Response[blank_end] Model was responsible for asserting that media comparisons must be made on the basis of apples to apples.
Respuesta
-
ARF
-
Response
Pregunta 59
Pregunta
[blank_start]Vehicle[blank_end] [blank_start]distribution[blank_end] is a measure of a media vehicle's delivery, and it is different for each medium.
Respuesta
-
Vehicle
-
distribution
Pregunta 60
Pregunta
[blank_start]Vehicle[blank_end] [blank_start]exposure[blank_end] is actual contact between vehicle and target consumer.
Respuesta
-
Vehicle
-
exposure
Pregunta 61
Pregunta
[blank_start]Advertising[blank_end] [blank_start]exposure[blank_end] means actual exposure to the ad, not just the vehicle that carries it.
Respuesta
-
Advertising
-
exposure
Pregunta 62
Pregunta
[blank_start]Advertising[blank_end] [blank_start]attentiveness[blank_end] is a measure of how many persons exposed to the ad actually paid attention to it.
Respuesta
-
Advertising
-
attentiveness
Pregunta 63
Pregunta
[blank_start]Advertising[blank_end] [blank_start]communication[blank_end] measures how well someone can retell the gist of the advertising message.
Respuesta
-
Advertising
-
communication
Pregunta 64
Pregunta
[blank_start]Advertising[blank_end] [blank_start]persuasion[blank_end] is a measure of how advertising influences those who see and remember it.
Respuesta
-
Advertising
-
persuasion
Pregunta 65
Pregunta
[blank_start]Advertising[blank_end] [blank_start]response[blank_end] refers to action prompted by advertising.
Respuesta
-
Advertising
-
response
Pregunta 66
Pregunta
[blank_start]Sales[blank_end] [blank_start]response[blank_end] is a measure of actual product or service purchase by an audience member because of an ad.
Respuesta
-
Sales
-
response
Pregunta 67
Pregunta
Ebbinghaus is responsible for the idea of [blank_start]decay[blank_end] in relation to effective frequency, which states that initial learning increases quickly and then decays exponentially and rapidly in a short period.
Respuesta
-
decay
Pregunta 68
Pregunta
Zielske is responsible for the [blank_start]awareness[blank_end] v. [blank_start]recall[blank_end] idea relating to effective frequency. As soon as [blank_start]exposures[blank_end] stop, recall plummets.
Respuesta
-
awareness
-
recall
-
exposures
Pregunta 69
Pregunta
Awareness v. recall has to do with the [blank_start]flighting[blank_end] schedule.
Respuesta
-
flighting
Pregunta 70
Pregunta
[blank_start]Carry[blank_end]-[blank_start]over[blank_end] describes the prolonged or lagged effect of advertising on consumer purchase behavior.
Respuesta
-
Carry
-
over
Pregunta 71
Pregunta
According to adstock advocates, advertising tries to expand consumption by [blank_start]reminding[blank_end] and [blank_start]teaching[blank_end].
Respuesta
-
reminding
-
teaching
Pregunta 72
Pregunta
[blank_start]Saturation[blank_end] refers to the idea that increasing the amount of advertising increases the percentage of the audience reached by the advertising. This increases demand.
Respuesta
-
Saturation
Pregunta 73
Pregunta
In the recency model, [blank_start]reach[blank_end] is the most important parameter.
Respuesta
-
reach
Pregunta 74
Pregunta
Measuring SOV is done through calculating your [blank_start]spending[blank_end] in relation to competitive media [blank_start]spending[blank_end].
Respuesta
-
spending
-
spending
Pregunta 75
Pregunta
Familiarity is a lot like share of [blank_start]mind[blank_end].
Respuesta
-
mind
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