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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. Sales promotions that require participants to submit some kind of entry but are purely games of chance requiring no analytical or creative effort by the consumer.
Direct Mail Advertising
Sweepstakes
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
International Media
2. Broad category of media - such as television - radio or newspaper
funny ads - but not always for the right reasons
Media class
Rating
Sounds that are familiar
3. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Cooperative
Comparative
Ad research
Habits
4. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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5. Promote brand recall
Attitude Tests
Pulse (Burst) Schedule
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Pioneering
6. Recruit new customers - retain current customers - and regain lost customers
Reminder Institutional
Purposes of Marketing research
Transit Advertising (Bus - taxi - and subway advertising)
Integrated Marketing Communications
7. Gross rating points =
Product Placement
Frequently use the word 'you'
Loyalty Programs
Reachxfrequency
8. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
International Media
1. Product Advertisements 2. Institutional Advertisements
Jury Tests
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
9. What are the principles of design?
Aided Recall
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
Comparative
Horizontal cooperative advertising
10. What are the positives to newspapers as a form of mass media?
Aided Recall
Advocacy
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
Reach
11. A discount on each case ordered during a specific time period.
Case Allowance
Brand interest
Nonpersonal influences on consumer behavior
Jury Tests
12. Refers to the total number of different people or households exposed - at least once - to a medium in a certain amount of time - and effective reach is the quality of that exposure
Continuous (Steady) Schedule
kickers - boldface and italics
Reach
Buyer Turnover
13. Advertising that promotes a specific brand's features and benefits.
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
Reach
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Competitive
14. Reach (% of total market) x Frequency
Pioneering Institutional
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
Rich Media
Gross Ratings Points (GRPs)
15. The more frequently a product is purchased - the less repetition is required.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
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)
Purchase Frequency
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
16. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Positively originated (transformational) motives
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
Coupons
kickers - boldface and italics
17. Measures the intensity of a media schedule - based on repeated exposures to the medium (important for memory) - effective frequency is considered somewhere between 'awareness' and 'overexposure'
Frequency
CPM-TM
Outdoor Advertising (Billboard)
Case Allowance
18. What does the layout of an ad consist of?
Vertical cooperative advertising
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
cognitive dissonance
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. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Continuous (Steady) Schedule
Publicity Tools
Pioneering Institutional
Forgetting Rate
20. What is the best way to grab attention in an ad?
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21. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Opinion leaders
Ones with fewer words
Trade-Oriented Sales Promotions (Trade Promotions)
Sales Advertising
22. Some methods for scheduling media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Recency planning
CPM
Full-Service Agency
23. 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.
Flighting (Intermittent) Schedule
Portfolio Tests
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Perception
24. Markets are segmented - products are positioned
Vertical cooperative advertising
Segmenting
Purchase Frequency
Maslow's hierarchy of needs theory of motivation based on unmet human needs
25. 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
Frequency
Horizontal cooperative advertising
Consumer-Oriented Sales Promotions (Consumer Promotions)
Allowances and Discounts
26. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
STP Marketing (Segmenting - Targeting - Positioning)
Institutional Advertising
Print Media
27. Where is the advertising and brand battle won or lost?
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Message development - You must create a message that gets into the minds of the consumer and target audience
creating a picture of the concept they want to convey
Publicity Tools
28. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Place-Based Media
Cooperative
Loyalty Programs
Buyer Turnover
29. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Recency planning
Print Media
Frequency
Point-of-Purchase Displays
30. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Flighting (Intermittent) Schedule
Reference groups
Deals
In-House Agencies
31. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
creating a picture of the concept they want to convey
Institutional Advertisements
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
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
32. Forms of Product Advertising
Competitive Institutional
Pulse (Burst) Schedule
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Place-Based Media
33. Family - society - reference groups - opinion leaders
Sounds that are familiar
Interpersonal influences on consumer behavior
Full-Service Agency
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
34. 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.
Positively originated (transformational) motives
Competitive Institutional
Samples
Rating
35. Offering the product free or at a greatly reduced price.
Sales Advertising
Flighting (Intermittent) Schedule
Samples
funny ads - but not always for the right reasons
36. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
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
Interpersonal influences on consumer behavior
Product Placement
bleed pages - inserts - covers - front - inside front - inside back - and outside back
37. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
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
Post-Tests
Comparative
Regular price-line advertising
38. Scare the consumer into action
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)
the more audience attention
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
kickers - boldface and italics
39. Affective Association
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40. 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.
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Consumer-Oriented Sales Promotions (Consumer Promotions)
Inquiry Tests
Rating
41. Form - task - possession - time - place utility
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Institutional Advertisements
Deals
Functional needs
42. Stages of ad development
Negatively originated (informational) motives
Rating
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Attitudes
43. Ads that simply bring the company's name to the attention of its target market again.
Rebates
CB - The Consumer Decision Process
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Reminder Institutional
44. Information gathered about a particular market or market segment
Market research
Transit Advertising (Bus - taxi - and subway advertising)
Competitive Institutional
Nonpersonal influences on consumer behavior
45. Cost of media buy/targeted audienceX1 - 000
CPM-TM
Ones with fewer words
Interpersonal influences on consumer behavior
creating a picture of the concept they want to convey
46. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
International Media
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Brand loyalty
Perception
47. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pioneering
Deals
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
Buyer Turnover
48. Persuade the customer
Cost per Thousand (CPM)
Rossiter & Percy's Fundamental Motives
In-House Agencies
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
49. 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
Opinion leaders
Positively originated (transformational) motives
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Rebates
50. What kind of ads are most often remembered?
Point-of-Purchase Displays
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
funny ads - but not always for the right reasons
Case Allowance