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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. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Product Placement
Opinion leaders
Consumer-Oriented Sales Promotions (Consumer Promotions)
STP Marketing (Segmenting - Targeting - Positioning)
2. Customer's perception of product/service; sometimes advertisers need to change those perceptions. As well as seller's perception of customer's needs - wants - objectives.
Samples
Perception
Negatively originated (informational) motives
Electronic Media
3. Forms of Institutional Advertisements
Frequency
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)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
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
4. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
creating a picture of the concept they want to convey
Outdoor Advertising (Billboard)
Habits
Pulse (Burst) Schedule
5. Is our acquired mental position regarding some idea or object
Attitudes
Reachxfrequency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Frequency
6. What are the types of headlines?
1. Product Advertisements 2. Institutional Advertisements
Consumer-Oriented Sales Promotions (Consumer Promotions)
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Frequency
7. Family - society - reference groups - opinion leaders
Product Placement
Interpersonal influences on consumer behavior
Rossiter & Percy's Fundamental Motives
Electronic Media
8. 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
Reach
Pioneering Institutional
Comparative
cognitive dissonance
9. Forms of Product Advertising
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
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Pioneering Institutional
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
10. 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
Point-of-Purchase Displays
Case Allowance
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
11. Affective Association
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12. Promotes a specific product or service and stimulates short term action while building awareness of the business
Digital Interactive Media
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Product Advertising
Trade-Oriented Sales Promotions (Trade Promotions)
13. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
International Media
Publicity Tools
Ad research
Cooperative Advertising
14. Ads on the interior and exterior of busses - subways - and taxis.
CB - The Consumer Decision Process
Transit Advertising
Merchandise Allowance
Attitude Tests
15. Ads promoting the advantages of one product class over another product class and are used in markets where different product classes compete for the same buyers.
CB - The Consumer Decision Process
Premiums
Competitive Institutional
Inquiry Tests
16. Firms in the same business (real-estate agents - insurance agents - pharmacies - car dealers - or travel agents) or in the same part of town advertise jointly
Print Media
Horizontal cooperative advertising
Attitude Tests
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
17. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
kickers - boldface and italics
Classified Advertising
Utility
Foreign Media
18. The manufacturer provides the complete ads & shares the cost of the advertising time or space
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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
Nonpersonal influences on consumer behavior
Vertical cooperative advertising
19. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Rating
STP Marketing (Segmenting - Targeting - Positioning)
Print Media
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
20. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Print Media
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Method: transformational ads - creation of brand feeling - image and mood are activated when consumer uses product or service - transforms interpretation of consumption experience--focuses on more more more
21. 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
International Media
Frequency
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
Negatively originated (informational) motives
22. Approaches to Post-Testing
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Regular price-line advertising
audience - ad message itself - communications media - and the product concept
Institutional Advertisements
23. Ads that state the position of a company on an issue.
Advocacy
Reach
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Sales Advertising
24. Situate the brand socially
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
Clearance advertising (a special form of sale advertising)
Inquiry Tests
Regular price-line advertising
25. What does the layout of an ad consist of?
Point-of-Purchase Displays
thumbnails - roughs - dummies - comprehensives (elaborate draft)
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Electronic Media
26. 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.
Vertical cooperative advertising
Inquiry Tests
Reference groups
Portfolio Tests
27. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Portfolio Tests
Rating
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Opinion leaders
28. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Consumer-Oriented Sales Promotions (Consumer Promotions)
Full-Service Agency
Methods: anxiety and social anxiety ads - present clear and present danger - demonstrate that the only way to avoid this social danger is to buy this product - while it is one of the most effective methods - there are often ethical issues
29. Consumer needs - product development - assess effectiveness - financial planning and quality control
Continuity
Cooperative
Functions of Marketing research
Recency planning
30. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Inquiry Tests
Perception
Brand interest
Habits
31. Offers the return of money based on proof of purchase.
Rebates
Habits
Horizontal cooperative advertising
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
32. Transform consumption experience
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Method: transformational ads - creation of brand feeling - image and mood are activated when consumer uses product or service - transforms interpretation of consumption experience--focuses on more more more
Pioneering Institutional
Theater Tests
33. Define the brand image
Perception
Brand interest
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
34. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Merchandise Allowance
Horizontal cooperative advertising
Sweepstakes
35. 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.
Utility
Portfolio Tests
Pretests
Rich Media
36. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Continuous (Steady) Schedule
Reach
Finance Allowance
Theater Tests
37. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Pulse (Burst) Schedule
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Participants in the marketing process
Make the consumers like the brand - appeal more to feelings - 'soft sell' tend to be preferred by creatives - usually includes a feel-good ad - humor - or sex appeal
38. Duration of an advertising message or campaign over a given period of time - sustains memory
Institutional Advertising
Continuity
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Publicity Tools
39. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
Ad research
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
cognitive dissonance
40. What do the most effective radio commercials use?
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
creating a picture of the concept they want to convey
Sounds that are familiar
Inquiry Tests
41. Simply the percentage of homes exposed to an advertising media
Rating
Permission-Based Advertising
Premiums
Perception
42. Common Advertising Appeals
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Reachxfrequency
Perception
cognitive dissonance
43. To make room for new product lines or new models and to get rid of slow-moving lines - floor samples - broken or distressed merchandise - or out of season items
Clearance advertising (a special form of sale advertising)
Direct Mail Advertising
Case Allowance
Exchange
44. Advertisements focused on selling a product or service
Unaided Recall
Trade-Oriented Sales Promotions (Trade Promotions)
Frequency
Product Advertisements
45. What are the types of subheads?
Purposes of Marketing research
Exchange
kickers - boldface and italics
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
46. Party Responsible for Carrying Out Advertising Program
Portfolio Tests
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Brand loyalty
Limited-Service Agency
47. What are the positives to newspapers as a form of mass media?
Product Placement
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
Maslow's hierarchy of needs theory of motivation based on unmet human needs
audience - ad message itself - communications media - and the product concept
48. How often new buyers enter the market to buy the product.
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
Buyer Turnover
Segmenting
Integrated Marketing Communications
49. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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50. Placing items on sale and offering two-for-one specials of other deals
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
Methods: anxiety and social anxiety ads - present clear and present danger - demonstrate that the only way to avoid this social danger is to buy this product - while it is one of the most effective methods - there are often ethical issues
Ones with fewer words
Sales Advertising