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Marketing: Visual Merchandising & Advertising Flashcards | StudBud
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Marketing: Visual Merchandising & Advertising
Marketing: Visual Merchandising & Advertising
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Basic Concepts Vocab Marketing Mix Marketing Plan Target Market
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1
A market niche
is seldom used in today's market.
is similar to mass marketing.
defines a market with extreme precision.
usually is not effective.
2
The most expensive radio air times are
Class A: 4:00 pm - 7:00 pm
Class B: 10:00 am - 4:00 pm
Class C: 7:00 pm - to midnight
Class AA 6:00 am-10:00 am
3
An advantage of outdoor advertising is
relatively inexspensive
all the above.
24 hour a day, 7 days a week message
highly visible
4
Two types of outdoor advertising are
national and international.
local and state.
direct and indirect.
non-standardized and standardized.
5
The price a company charges for a product or service
is generally determined by gross domestic product.
is not important as quality of a product.
is never decided by competition.
is determined by what customers are willing and able to buy.
6
The evaluation and control phase of the marketing plan include
implementing the plan.
measures used to evaluate the plan.
a sales forecast.
a look at financials.
7
The total number of readers per issue
requires a subscription.
is calculated by number of lines in a column.
is called the audience.
is competition.
8
Examples of consumer magazines include
all the above.
Seventeen
People Magazine
Sports Illustrated
9
Gen-x is segmentation by
Attitudes & opinions.
Demographics
Psychographics
Personalities and values.
10
All the physical elements used to project an image to customers is called
Appearance
The Four P's
Visual Merchandising
SWOT Analysis
11
Looking a ethnicity of customers is a type of
demographic market segmentation.
internal factor that effects a company.
geographic market segmentation.
promotion.
12
Advertising seen on public transportation are called
transit advertising.
magazine and newspaper advertising.
direct mail.
bill boards.
13
A marketing strategy
looks strictly at the competition.
limits a companies opportunities.
identifies target markets.
is not necessary for small companies.
14
What are the components of a SWOT analysis?
Strength, weakness, opportunity, threat
Security, wish list, occurrence, trouble.
Solitude, wonderment, observing, truth.
Smart, win, obsolete, tangible.
15
Demographic segmentation uses
usually is never used.
Works only for urban areas.
age, income, marital status, and ethnicity to find a market.
place, product, price.
16
It is estimated that about 43 million households in the U.S. subscribe to newspapers.
none of the above.
This is an increase in the past 10 years.
This is a significant decline in the last 20 years.
This has stayed the same in the last 50 years.
17
Increasing sales by 6% in a quarter is an example of a company objective that is
measurable
all of the above
time framed
specific
18
Advertising designed to create a favorable business image
Promotional Advertising
Radio
Television
Institutional Advertising
19
Includes advertising in newspapers, magazines, direct mail, signs, and billboards.
Print Media
Internet Advertising
Broadcast Media
Broadcast Media
20
Elements of a PEST analysis includes:
The four P's.
Things that make your business fail.
Things that get in the way of a business.
Political, environment, sociocultural, technology elements.
21
Respect
a tangible concept.
a feeling of deep admiration for someone.
something that is given only to adults.
is not necessary in the world of business.
22
A recession may
limit a company's plan for growth.
is good for the economy.
decrease unemployment.
fosters competition.
23
Employers want which quality from its employees?
Integrity
Punctuality
Work Ethic
All of the above.
24
Two types of direct mail are
tv and radio.
printed and electronic.
quick and slow.
B2B and B2C
25
Evaluating the state of the economy includes a look at
A SWOT and PEST analysis.
the four P's.
the three C's
inflation, productivity, exchange rates, and unemployment.
26
Customers attitudes and opinions are created by
local and state geographics.
changing times and personal experiences.
future wants and needs.
the companies products.
27
An example of a National newspaper is
Columbia Times
The Wall Street Journal
Charleston Tribune
Charlotte Observer
28
Companies use market segmentation
because it is too costly to target all markets.
never.
only when profits are low.
when profits are high.
29
The number of times an audience sees or hears an advertisement is called
frequency.
deliberations.
audience.
iterations.
30
Market segmentation by behavioral characteristics include
using the 80-20 rule.
all of the above.
income and age.
gender and ethnicity.
31
An advantage of direct mail advertising
it has image problems, known s "junk" mail.
It yields low level of response.
low return on redemption rate.
enables advertisers to be very selective about who gets it.
32
The "S" in a SWOT analysis looks at
weaknesses of a company and their competition.
what a company does well.
opportunities.
internal struggles for a company.
33
Internet advertising includes companies like
Google
Google +
Snapchat
all the above.
34
Station advertising is seen near
airline terminals
railroad terminals
all the above
subways
35
Individuals who calculate the costs and measure advertising effectiveness are called
target market.
promotional people.
media planners.
selective marketing.
36
Advertisements in a premium position cost more because
all the above
they are in the inside cover.
they are on the back cover.
they are on the front cover.
37
Pod cast ads and Blogs
banners and search engines.
provide additional opportunities for Internet advertisers.
are seldom online.
are known as opt-in-e-mail ads.
38
Magazine rates are based on
type of readership
production techniques
all of the above.
circulation
39
In order to be successful specialty advertising must be
used frequently
displayed with high visibility
practical
all the above.
40
Specialty media are relatively inexpensive useful products paired with a
company's logo.
company's name
company's message.
all the above.
41
Bob owns a pizza store in town. Select the geographic segmentation they are most likely to use:
Global
State
Regional
Local
42
Most television commercials
are 30, or 60 second spots.
are seldom viewed.
are only black and white.
are very cheap.
43
Currency rates can be seen as
a threat or an opportunity for a company.
important for local and state businesses.
part of the marketing mix.
not a factor for the U.S. dollar.
44
VALS
identifies companies resources.
looks at customers attitudes.
identifies consumers based on their motivations.
are the factors of production.
45
Integrity means to
be interesting.
be decisive.
modify your behavior.
do the right thing.
46
The marketing concept strives to
is broad in scope.
satisfy customers needs and wants.
be flexible.
analyze external company influences.
47
Good marketing relies on
outside sales.
good plans and accurate analysis.
lack of teamwork.
strictly promotional activities.
48
Needed to keep a display and its merchandise fresh and attractive to customers.
Shape
Display Maintenance
Lighting
Motion & Balance
49
The process of selecting advertising media and deciding time, space and marketing objectives
is known as media planning.
is called podcasting.
in-store media.
new media.
50
A store's sign, logo, marquee, outdoor lighting banner, planters, etc.
Storage Space
Selling Space
Personnel Space
Storefront
51
This encompasses radio and television called
transit media.
magazine media.
broadcast media.
print media.
52
The three types of radio advertising options are
minute advertising.
network radio, national radio, and local radio advertising.
prime time advertising.
morning, noon, night time advertising.
53
Teamwork is essential for a business because
it makes the business efficient and effective.
business doesn't like collaboration.
businesses work better without teamwork.
companies work better without it.
54
Mass marketing
using a single strategy for all.
means identifying target markets.
doesn't work.
means finding a niche.
55
Looking at a companies 4 p's is done during the marketing plans
Executive Summary phase.
Implementation phase.
marketing and strategies phase.
Appendix phase.
56
Permanent or movable store furnishings that hold display merchandise.
Lighting
Signs
Competition
Fixtures
57
A disadvantage of magazines include
deadline for submitting ads is several weeks.
cost.
market conditions can change.
all the above.
58
An advantage of magazines
have longer life spans than newspapers.
they produce powerful and memorable graphics.
all the above.
contain powerful graphics.
59
Starbucks uses recycled "green" products. What part of the PEST analysis is being identified?
Socio-Cultural
Technology
Economic
Political
60
Identifying a companies mission is done in what phase of the marketing plan?
Marketing Startegies
Appendix
Objectives
61
Discretionary income
is money earned before taxes.
is money left after paying basic living necessities.
is money earned after taxes.
is overtime pay.
62
Stand alone structures that serve as consumer sales promotion devices.
Green Stores
Sam's Club
Fixtures
Point-of-Purchase Displays
63
A disadvantage of a newspaper is
can't circulate to a specific target market.
short shelf life.
very expensive.
coupon ads are easily tracked.
64
The following are forms of promotion:
Internet ads, coupons, radio ads, tv ads.
local, national and global markets.
Product research and development.
PEST and SWOT analysis.
65
In a marketing plan, objectives should be
broad and unrealistic.
grouped together.
not included in a marketing plan.
specific, realistic, measureable.
66
An advantage of newspaper advertising is
they can target their ads to people in a certain area.
newspapers have a limited shelf life.
limited color pages.
most newspapers are black print only.
67
What type of geographic segmentation is Sprint most likely to use?
State
Regional
Local
National
68
What are the 4 components of the marketing mix?
Customer, competition, company
Place, promotion, price and product
Market segmentation
Marketing plan
69
What are the three basic questions media planners must ask
Can the desired customers be targeted?
Can the meduim present the right image?
all the above.
Will the medium get the desired response rate?
70
A customer profile identifies
gender, age, income level, attitudes and lifestyle.
company strengths.
the companies competition.
threats in the market.
71
Prime time for television is from
9:00 am - to 4:00 pm.
7:00 pm - 10:00 pm.
7:00 am- 10:00 am
1:00 am - 5:00 am
72
Illustrates relationships among colors.
Texture
Real-World
Proportion
Color Wheel
73
The 5th "P" in the marketing mix is
Promotion
People
Product
Price
74
These networks are known as the "major" networks:
NBC
all the above.
CBS
ABC
75
A socio-cultural influence in a PEST analysis might include
information about a country's diversity and health.
means a look into a companies use of technolgy.
is determined by political influences.
always a threat.
76
The SWOT analysis should be done in what phase of the marketing plan?
Executive Summary
Implementation
Appendix
Situational Analysis
77
Determining your promotional budget includes what methods?
All You Can Afford & Following the Competition
Objective and task
all the above
Percentage of Sales
78
Interactive point of purchase displays that are free standing, full service retail locations.
Fixtures
Window Trimmings
Machines
Interactive Kiosks
79
Looking at a companies market share
works for small companies only.
limits a companies growth.
determines a companies competitive position.
is never useful.
80
Television media measurement is based on
Nielson Media Research.
CPM.
Frequency Market Group.
Arbitron Company.
81
B2B Magazines are also called
trade publications.
Consumer Magazines
none of the above.
B2C Magazines
82
Audit Bureau of Circulations are important to both advertisers and print media because it
controls newspaper subscribers.
verifies their circulation figures.
verifies radio subscribers.
verifies factors that affect rates.
83
Looking at customer personalities and values is a type of
psychographic market segmentation.
internal market segmentation.
geographic market segmentation.
demographic market segmentation.
84
Punctuality is:
Being on time
Timeliness
Difference
a period at the end of a sentence
85
Getting a product into a customer's hand involves what part of the marketing mix?
Product
Price
Promotion
Place
86
A canopy that extends over a store or theater entrances
Customer Space
Marquee
Store Interior
Window Display
87
The media measurement cost of exposing 1,000 readers or viewers to an ad is known as
impression.
sample size.
audience viewership.
Cost Per Thousand (CPM)
88
Bleed means that
a newspaper term that means recirculation.
CPM
half or full page ads are printed to the edge of paper.
only black and white copy is used.
89
Another type of local paper is called a
TV Guide
shopper.
The Wall Street Journal
USA Today
90
Starbucks uses what type of geographic segmentation
national
local
all of the above.
global
91
Evaluation and control in the marketing plan
evaluating the plan and what happens if not met.
is not a part of the marketing plan.
is conducted during the executive summary.
conducted during the situational analysis phase.
92
Objectives in a marketing plan should be
be vague.
short term.
single minded, specific, realistic, measured & time framed.
be limitless.
93
The average Super Bowl advertisement on television for 30 seconds costs
$4.5 million-$6 million.
costs approximately $100, 000
approximately $100 a second.
cost 1000 CPM's
94
A single expose to an advertising message is called an
impression.
frequency.
objective.
Cost per thousand (CPM).
95
A "do not call registry" requires telemarketers
identifies a target market.
to declare their intention when calling.
to drop from their list home and cell phone numbers.
avoid calling minors.
96
Market share includes
market segmentation.
a percentage of total sales generated by all companies.
target marketing.
the 3 C's, company, customer, and competition.
97
Print Media includes advertising in
all the above
newspapers
magazines & billboards
direct mail & signs
98
Importance of a marketing plan is
is necessary for older, established companies only.
not flexible or fluid.
to be continuous and set forth a plan for the company.
to identify strengths and weaknesses only.
99
The implementation phase in a marketing plan
is done during the executive summary.
Puts the plan into action.
conducted during the evaluation and control phase.
seldom necessary.
100
Promotion includes
advertising, selling, publicity of a companies product.
what to charge a customer.
looking at new products.
a look how the company is doing financially
