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Test your basic knowledge |
Advertising
Start Test
Study First
Subject
:
business-skills
Instructions:
Answer 50 questions in 15 minutes.
If you are not ready to take this test, you can
study here
.
Match each statement with the correct term.
Don't refresh. All questions and answers are randomly picked and ordered every time you load a test.
This is a study tool. The 3 wrong answers for each question are randomly chosen from answers to other questions. So, you might find at times the answers obvious, but you will see it re-enforces your understanding as you take the test each time.
1. Where is the advertising and brand battle won or lost?
Message development - You must create a message that gets into the minds of the consumer and target audience
Cost per Thousand (CPM)
Methods: reason why/hard sell approach - create logical arguments - assumes actively engaged consumer - potential for consumer counter argument - involves demonstration - comparison and testimonials - informercials have a bad reputation - not he
audience - ad message itself - communications media - and the product concept
2. Influencing the brand choice of consumers who are 'ready to buy'
Comparative
Continuity
Method: Unique selling proposition - Forms a competitive advantage - attempt to get consumer to think but not THAT much - more complex - it gives you a reason to buy
Recency planning
3. The more frequently a product is purchased - the less repetition is required.
Contests
Purchase Frequency
Comparative
Frequency
4. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Institutional Advertisements
Functional needs
funny ads - but not always for the right reasons
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
5. The most common energizers of consumer behavior - such as a problem removal or problem avoidance. The consumer actively seeks information to reduce the mental state
Negatively originated (informational) motives
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Horizontal cooperative advertising
Clearance advertising (a special form of sale advertising)
6. Information gathered about a particular market or market segment
Brand loyalty
Market research
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Cost per Thousand (CPM)
7. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Rich Media
Purchase Frequency
Institutional Advertising
Reachxfrequency
8. The percentage of households in a market that are tuned to a particular TV/radio show.
Sales Tests
Full-Service Agency
Rating
Methods: Put it in everyday context - or branded entertainment - emphasizes that objects have social meaning - advertisers know this so they try to put the product in a socially desirable context
9. What kinds of ads resonate more?
Product Placement
Ones with fewer words
Pioneering
Recency planning
10. Placing items on sale and offering two-for-one specials of other deals
Local Advertisers
Portfolio Tests
Marketing research
Sales Advertising
11. Offers the return of money based on proof of purchase.
Segmenting
Rebates
Message development - You must create a message that gets into the minds of the consumer and target audience
Vertical cooperative advertising
12. Indicates the sales potential of a particular brand in a specific market area = percent of the brand's total U.S sales in the area/Percent of total U.S population in the areaX100
BDI (Brand development index)
Continuous (Steady) Schedule
Methods: Put it in everyday context - or branded entertainment - emphasizes that objects have social meaning - advertisers know this so they try to put the product in a socially desirable context
Coupons
13. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
Functional needs
Consumer-Oriented Sales Promotions (Consumer Promotions)
Reachxfrequency
14. The feelings of doubt and concern after a purchase is made. dissonance increases when: (1) the purchase price is high (2) there are many close alternatives (3) the item is intangible (4) the purchase is important (5) the item purchased lasts a long
cognitive dissonance
Rating
Trade-Oriented Sales Promotions (Trade Promotions)
Frequency
15. Recruit new customers - retain current customers - and regain lost customers
Sweepstakes
Negatively originated (informational) motives
provide in depth coverage of local issues - increase coverage of national and international issues - provide follow up reports - local source of consumer information - becomes more mainstream
Purposes of Marketing research
16. What are the principles of design?
Advocacy
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
funny ads - but not always for the right reasons
Balance: formal and informal - Unity-harmony among components - Proportion-size and tonal relationships - Emphasis:what is the major component - Sequence/order: how we direct the readers gaze
17. Joining together in a consistent manner everything that communicates with customers
Rating
Outdoor Advertising (Billboard)
Integrated Marketing Communications
BDI (Brand development index)
18. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Portfolio Tests
Consumer-Oriented Sales Promotions (Consumer Promotions)
STP Marketing (Segmenting - Targeting - Positioning)
1) the package containing the product 2) the product itself 3) the product in use 4) how to use the product 5) product features 6) comparison 7) user benefit 8) humor 9) testimonial 10) negative appeal
19. Merchandise offered free or at a significant discount.
Allowances and Discounts
Rich Media
Premiums
Product Advertising
20. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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21. What are the types of Formatting the Body Copy?
audience - ad message itself - communications media - and the product concept
Print Media
fear appeal ads - powerful emotion - focuses on risks - harm - or negative consequences - must be plausible to be effective - hard to use - must offer a relief to the fear (which would be the product)
Lead in paragraphs - interior paragraphs - trial close - and close
22. Visualization/conceptualization
Vertical cooperative advertising
Competitive Institutional
creating a picture of the concept they want to convey
Transit Advertising
23. Link key attributes to the brand name
Method: Unique selling proposition - Forms a competitive advantage - attempt to get consumer to think but not THAT much - more complex - it gives you a reason to buy
1. Coupons 2. Deals 3. Premiums 4. Contests 5. Sweepstakes 6. Samples 7. Loyalty Programs 8. Point-of-Purchase Displays 9. Rebates 10. Product Placement
Exchange
Cooperative
24. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Rich Media
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Aided Recall
25. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Functions of Marketing research
Trade-Oriented Sales Promotions (Trade Promotions)
cognitive dissonance
Consumer-Oriented Sales Promotions (Consumer Promotions)
26. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Reference groups
Vertical cooperative advertising
Transit Advertising (Bus - taxi - and subway advertising)
Sweepstakes
27. Advertising showing one brand's strengths relative to its competitors.
Institutional Advertisements
Participants in the marketing process
Reach
Comparative
28. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Ad research
Cooperative
Allowances and Discounts
funny ads - but not always for the right reasons
29. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
Frequently use the word 'you'
Consumer-Oriented Sales Promotions (Consumer Promotions)
Product Advertisements
30. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Message development - You must create a message that gets into the minds of the consumer and target audience
Cooperative Advertising
Pioneering Institutional
Purchase Frequency
31. Interactive online advertising.
Rich Media
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Outdoor Advertising (Billboard)
Purchase Frequency
32. Scare the consumer into action
1) the package containing the product 2) the product itself 3) the product in use 4) how to use the product 5) product features 6) comparison 7) user benefit 8) humor 9) testimonial 10) negative appeal
Full-Service Agency
Reach
fear appeal ads - powerful emotion - focuses on risks - harm - or negative consequences - must be plausible to be effective - hard to use - must offer a relief to the fear (which would be the product)
33. Three Approaches to Setting Advertising Schedules
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Electronic Media
Finance Allowance
Lead in paragraphs - interior paragraphs - trial close - and close
34. A positive bonus is promised rather than the removal or reduction of some negative situation. The 3 positively originated motives- sensory gratification - intellectual stimulation - & social approval
Positively originated (transformational) motives
Consumer-Oriented Sales Promotions (Consumer Promotions)
Digital Interactive Media
Aided Recall
35. Is an individual's openness or curiosity about a brand
Brand interest
Methods: Put it in everyday context - or branded entertainment - emphasizes that objects have social meaning - advertisers know this so they try to put the product in a socially desirable context
Rossiter & Percy's Fundamental Motives
Allowances and Discounts
36. Where viewers agree to watch a commercial online in exchange for points - samples - or access to premium content - and advertisers only pay for completed views.
Transit Advertising (Bus - taxi - and subway advertising)
Permission-Based Advertising
Flighting (Intermittent) Schedule
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
37. Addition product information - product samples - or premiums are offered to an ad's readers or viewers. Ads generating the most inquiries are presumed to be the most effective.
Media vehicle
Inquiry Tests
Merchandise Allowance
Loyalty Programs
38. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Theater Tests
Balance: formal and informal - Unity-harmony among components - Proportion-size and tonal relationships - Emphasis:what is the major component - Sequence/order: how we direct the readers gaze
Point-of-Purchase Displays
Local Advertisers
39. Ads that simply bring the company's name to the attention of its target market again.
Brand loyalty
Methods: Put it in everyday context - or branded entertainment - emphasizes that objects have social meaning - advertisers know this so they try to put the product in a socially desirable context
Reminder Institutional
Pretests
40. Evaluation process conducted before the ads are in place to determine whether the ad communicates the intended message or to select among alternative versions of the ad.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Deals
Print Media
Pretests
41. Time - place of sale - environment
Nonpersonal influences on consumer behavior
Attitudes
Marketing research
Methods: Put it in everyday context - or branded entertainment - emphasizes that objects have social meaning - advertisers know this so they try to put the product in a socially desirable context
42. Consumer needs - product development - assess effectiveness - financial planning and quality control
Outdoor Advertising (Billboard)
Institutional Advertisements
Functions of Marketing research
Methods: reason why/hard sell approach - create logical arguments - assumes actively engaged consumer - potential for consumer counter argument - involves demonstration - comparison and testimonials - informercials have a bad reputation - not he
43. Specializes in one aspect of the advertising process such as creative services to develop the advertising copy - buying previously un-purchased media - or providing internet services.
Brand interest
Limited-Service Agency
Digital Interactive Media
Outdoor Advertising (Billboard)
44. The cost of reaching 1 - 000 individuals or households with the advertising message.
Unaided Recall
BDI (Brand development index)
Theater Tests
Cost per Thousand (CPM)
45. Common Advertising Appeals
Print Media
STP Marketing (Segmenting - Targeting - Positioning)
Regular price-line advertising
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
46. The speed which buyers forget the brand if advertising is not seen.
Sales Tests
Deals
Forgetting Rate
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
47. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Methods: Put it in everyday context - or branded entertainment - emphasizes that objects have social meaning - advertisers know this so they try to put the product in a socially desirable context
Balance: formal and informal - Unity-harmony among components - Proportion-size and tonal relationships - Emphasis:what is the major component - Sequence/order: how we direct the readers gaze
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Foreign Media
48. How often new buyers enter the market to buy the product.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Trade-Oriented Sales Promotions (Trade Promotions)
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Buyer Turnover
49. Markets are segmented - products are positioned
Segmenting
kickers - boldface and italics
Competitive Institutional
Habits
50. Is the products ability to satisfy both functional needs & symbolic wants
Attitudes
Forgetting Rate
Utility
STP Marketing (Segmenting - Targeting - Positioning)