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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. Approaches to Post-Testing
Allowances and Discounts
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
BDI (Brand development index)
Full-Service Agency
2. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Institutional Advertisements
Cost per Thousand (CPM)
Product Advertisements
3. Is the products ability to satisfy both functional needs & symbolic wants
Frequently use the word 'you'
the more audience attention
Unaided Recall
Utility
4. Elements of an advertising message
Rich Media
audience - ad message itself - communications media - and the product concept
Cooperative
Utility
5. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Finance Allowance
Habits
Premiums
Institutional Advertising
6. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Opinion leaders
Competitive
Continuous (Steady) Schedule
Classified Advertising
7. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Participants in the marketing process
Functions of Marketing research
Transit Advertising
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
8. Of radio & tv used to be called broadcast media; but with advent of cable TV - many programs are now transmitted electronically though wires rather than broadcast through the air
Coupons
Electronic Media
Rating
Sales Advertising
9. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Institutional Advertising
Finance Allowance
Attitudes
BDI (Brand development index)
10. Visualization/conceptualization
Sales Advertising
CB - The Consumer Decision Process
creating a picture of the concept they want to convey
Buyer Turnover
11. 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
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Frequently use the word 'you'
12. 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.
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)
Permission-Based Advertising
Rebates
Frequency
13. Consumer needs - product development - assess effectiveness - financial planning and quality control
Nonpersonal influences on consumer behavior
Post-Tests
Functions of Marketing research
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
14. Ads used for announcements about what a company is - what it can do - and where it is located.
Brand loyalty
Rossiter & Percy's Fundamental Motives
Pioneering Institutional
Brand interest
15. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Negatively originated (informational) motives
Purchase Frequency
Continuous (Steady) Schedule
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
16. 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.
Purposes of Marketing research
Inquiry Tests
Message development - You must create a message that gets into the minds of the consumer and target audience
Theater Tests
17. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Brand interest
Loyalty Programs
Institutional Advertisements
Coupons
18. Placing items on sale and offering two-for-one specials of other deals
Sales Advertising
Frequency
Pretests
Integrated Marketing Communications
19. Questions such as "What ads do you remember watching yesterday?" is asked of respondents without any prompting to determine whether they saw or heard advertising messages.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Continuity
Frequently use the word 'you'
Unaided Recall
20. Form - task - possession - time - place utility
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
Permission-Based Advertising
Buyer Turnover
Functional needs
21. Advertising showing one brand's strengths relative to its competitors.
Comparative
Purchase Frequency
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
Jury Tests
22. 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)
Loyalty Programs
Case Allowance
Positively originated (transformational) motives
23. Broad category of media - such as television - radio or newspaper
Institutional Advertising
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Media class
Participants in the marketing process
24. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Participants in the marketing process
Outdoor Advertising (Billboard)
STP Marketing (Segmenting - Targeting - Positioning)
Ad research
25. Ads in magazines can be strategically placed in these places...
cognitive dissonance
Permission-Based Advertising
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
26. Informs consumers about services or merchandise offered at regular prices
Regular price-line advertising
Jury Tests
BDI (Brand development index)
Exchange
27. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Forgetting Rate
Media class
28. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Outdoor Advertising (Billboard)
Continuous (Steady) Schedule
Place-Based Media
29. What are the positives to newspapers as a form of mass media?
International Media
STP Marketing (Segmenting - Targeting - Positioning)
bleed pages - inserts - covers - front - inside front - inside back - and outside back
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
30. Simply the percentage of homes exposed to an advertising media
Message development - You must create a message that gets into the minds of the consumer and target audience
CB - The Consumer Decision Process
Rating
Reference groups
31. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Post-Tests
Pretests
Competitive
Jury Tests
32. What are the types of subheads?
kickers - boldface and italics
Digital Interactive Media
Brand interest
Habits
33. 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
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
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)
Product Advertising
Positively originated (transformational) motives
34. 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
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Recency planning
Samples
BDI (Brand development index)
35. Common Advertising Appeals
Participants in the marketing process
Finance Allowance
Theater Tests
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
36. Some methods for scheduling media
Marketing research
Horizontal cooperative advertising
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
37. What does the layout of an ad consist of?
Clearance advertising (a special form of sale advertising)
Positively originated (transformational) motives
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Reminder Institutional
38. Interactive online advertising.
Product Advertising
Rich Media
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Interpersonal influences on consumer behavior
39. Advertisements that tell people what a product is - what it can do - and where it can be found.
attract attention - engage the audience - explain the visual - lead the audience into the body of the ad - introduce the brand and present the selling message
Positively originated (transformational) motives
Pioneering
Inquiry Tests
40. Offers the return of money based on proof of purchase.
Rebates
Reminder
Continuous (Steady) Schedule
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
41. What is the best way to grab attention in an ad?
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42. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Trade-Oriented Sales Promotions (Trade Promotions)
Cooperative
Purchase Frequency
Interpersonal influences on consumer behavior
43. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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44. Respondents are asked questions to measure changes in their attitudes after an ad campaign - such as whether they have a more favorable attitude toward the product advertised.
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
Attitude Tests
Reach
STP Marketing (Segmenting - Targeting - Positioning)
45. 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'
Limited-Service Agency
attract attention - engage the audience - explain the visual - lead the audience into the body of the ad - introduce the brand and present the selling message
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)
Frequency
46. Is an individual's openness or curiosity about a brand
Sales Tests
Electronic Media
Purposes of Marketing research
Brand interest
47. Transform consumption experience
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
Classified Advertising
Rebates
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
48. Promote brand recall
Reach
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Brand interest
Continuity
49. Forms of Product Advertising
Reach
Place-Based Media
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
50. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Cost per Thousand (CPM)
Media vehicle
Continuous (Steady) Schedule
Sounds that are familiar