Category: Objective Test
OVERVIEW: A 60-minute test is administered at the State Conference.
ELIGIBILITY: The participant may not have competed in this event at the national level.
STATE CONFERENCE: A maximum of three (3) entries from each chapter.
NATIONAL: The top four (4) places in state competition will represent California at the National Leadership Conference. NOTE: Some SLC top-10 competitors will be eligible for the national conference as a result of drops. Make sure you get early approval from your parents to attend the National Conference so you will be in a position to say "yes" to your adviser when you are "bumped up".
OBJECTIVE TEST COMPETENCIES:
Personal Selling and Sales Promotion; Traditional and Alternative Advertising Media; Consumer Behavior; Basic Marketing Functions; Branding and Positioning; Economy; Advertising Plan; Legal and Ethical Issues; Diversity and Multicultural Market; Public Relations; Creation of the Advertisement; Consumer-Oriented Advertising; Financial Planning; Communication; Consumer Purchase Classifications; Target Market; Market Segmentation; Product Development; Product Life Cycle; Price Planning; Channels of Distribution; Marketing Research; Effective Advertising and Promotional Messages; Budget; Financing Advertising Campaigns; Demographics; History and Influences; Advertising Industry and Careers; Supply Chain Management; Distribution Logistics; Internet; Self-Regulation; Careers; Advertising Workplace; Leadership, Career Development, and Team Building; Risk Management
SKILLS: This event provides recognition for FBLA members who possess knowledge of the basic principles of advertising.
Sample Practice PDF #1
Format Guide PDF
Glossary of Advertising Terms
Rutgers Advertising Review
FBLA Financial Literacy Initiative
2. Describe reasons why sales promotion is needed (influence consumer decisions, encourage trial of new products, strengthen brand loyalty, influence consumer behavior)
2. Identify advertising media selection criteria (reach, frequency, lead time, cost).
2. Identify the five-step consumer decision-making process.
2. Explain the functions in marketing goods and services.
3. Identify the elements of the marketing mix (product, price, place, and promotion).
4. Describe the process for new product and service development.
5. Explain the rationale for extending product line.
6. Explain the functions of packaging.
7. Describe the importance of branding, packaging, and labeling.
8. Describe factors (features, benefits, price, quality, competition, brand loyalty) used by marketers to position products and services.
9. Identify and explain factors that influence a product’s price (cost, quality, competition, brand loyalty).
10. Demonstrate knowledge of basic advertising terms.
2. Describe product positioning strategies.
2. Recognize the various types of analyses that should be performed when creating an advertising plan.
2. Describe the purpose of other government regulatory agencies.
2. Explain the need for public relations.
2. Identify processes involved in the copywriting, art, and production stages of advertising.
3. Describe various methods used to evaluate advertising effectiveness.
4. Identify simple approaches to use in determining advertising effectiveness.
2. Describe how sponsorships can be used to make a connection with consumers.
2. Describe the financial reports a business can use for planning and operating the company.
3. Describe factors that affect the advertising budget.
4. Determine whether advertising spending generates brand awareness.
5. Identify the cost for different forms of advertising.
6. Explain the purpose of an advertising budget.
7. Explain rate of return on advertising investment.
Consumer Purchase Classifications
2. Describe different types of consumer products.
2. Explain the process for selecting target markets.
2. Describe market segmentation categories.
3. Define demographics.
4. Explain how demographics influence advertising campaigns.
5. Differentiate between buying habits and buying preferences.
6. Explain how to select market segments that have market potential.
2. Explain the various levels of products and components that make up the product mix.
2. Describe real-world applications of the product life cycle.
2. Compare and contrast pricing strategies (price skimming, penetration pricing, competition pricing, supply and demand pricing).
2. Identify various distribution channel options (direct, indirect, multiple, nontraditional).
3. Describe the processes involved in supply chain management (purchasing, processing orders, warehousing and shipping, managing supply chain risks).
4. Identify factors that can influence supply chain decisions (international markets, outsourcing, digital distribution, eco-friendly practices).
5. Define logistics and explain its role in distribution.
6. Explain the importance of product storage, handling, and packaging in the distribution process.
2. Describe the benefits and limitations of marketing research.
3. Define primary and secondary market research.
2. Describe how to create effective advertising messages.
Financing Advertising Campaigns
History and Influences
Advertising Industry and Careers
2. Describe careers in the advertising industry.
3. Determine characteristics necessary for a successful career in advertising.
4. Identify the skill set needed for a successful advertising career.
2. Explain what factors businesses should consider when using internet advertising (hits, page views, visits, unique visitors).
2. Recognize how consumers can regulate business practices.
2. Identify the skill set needed for a successful advertising career.
Leadership, Career Development, and Team Building
Marketing, Sales, & Service