Quiz 1 - Basic Terminology

Question 1

An individual or entity (such as a business) that wants their/its products and services promoted to consumers/public.

Answer 1

Advertiser

Question 2

Firm that (1) creates new promotional ideas, (2) designs print, radio, television, and internet advertisements, (3) books advertisement space and time, (4) plans and conducts advertising campaigns, (5) commissions research and surveys, and (6) provides other such services that help a client in entering and succeeding in a chosen market.

Answer 2

Advertising Agency

Question 3

Attention, Interest, Desire, Action. The journey the consumer takes to conversion.

Answer 3

AIDA

Question 4

This is one of the stages a consumer goes through before making a purchase, when the prospect starts looking for solutions for their problems or satisfy their needs.

Answer 4

Awareness (as a stage of the buying process)

Question 5

This is when a user completes the action that you’ve as your goal, which might be a click, subscription, download, phone call, sale, or the creation of a lead, etc.

Answer 5

Conversion

Question 6

This is an invitation to the user to perform a given action. Examples include “buy”, “download now”, “call now”, etc. In print media this will be a word choice in the copy. In digital advertising CTAs usually appear as buttons and include just a little copy that begins with a verb, but they may also simply be links, copy or images. In other words, this is a text that invites the user to perform the action you’ve decided is your goal.

Answer 6

CTA (Call to Action)

Question 7

Connecting with an audience in a way that motivates interaction or active involvement between them and a brand.

Answer 7

Engagement

Question 8

The set of steps a visitor needs to go through before they can reach the conversion.

Answer 8

Funnel

Question 9

The advertising channels where messages or ads are shown to the public.

Answer 9

Media

Question 10

The art of telling a story related to a brand, company, product or service that generates an emotional connection with clients who read the story.

Answer 10

Storytelling

Question 11

The intended audience for an ad, usually defined in terms of specific demographics (age, gender) and psychographics (interests, behaviors).

Answer 11

Target Audience

Question 12

An organization or company that contracts to provide services to agency or advertiser such as a photography studio that is hired to provide photographers for an advertising photoshoot. Different than an Independent Contractor because, in this case, a company is being hired and will decide which employee(s) will provide the service.

Answer 12

Vendor

Question 13

An individual who contracts to provide services to an agency or advertiser such as a graphic designer being paid to create a logo design. Slightly different than a Vendor because a specific person is being hired in this case, although some professionals will use the words interchangeably.

Answer 13

Independent Contractor