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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. Ads that state the position of a company on an issue.
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
Advocacy
1. Product Advertisements 2. Institutional Advertisements
Electronic Media
2. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Point-of-Purchase Displays
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Full-Service Agency
Aided Recall
3. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Exchange
Purposes of Marketing research
4. Information gathered about a particular market or market segment
Direct Mail Advertising
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)
Market research
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
5. Forms of Institutional Advertisements
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
Attitudes
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Contests
6. Is the products ability to satisfy both functional needs & symbolic wants
Frequency
Utility
Horizontal cooperative advertising
CPM
7. 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.
Jury Tests
Case Allowance
Permission-Based Advertising
Exchange
8. What kinds of ads resonate more?
Ones with fewer words
Permission-Based Advertising
Point-of-Purchase Displays
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
9. Three Approaches to Setting Advertising Schedules
Habits
Attitudes
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Merchandise Allowance
10. 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
Ad research
Negatively originated (informational) motives
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
Reference groups
11. 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)
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Point-of-Purchase Displays
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
12. Displays that take the form of an advertising sign in high traffic areas of store aisles.
creating a picture of the concept they want to convey
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Point-of-Purchase Displays
Inquiry Tests
13. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Digital Interactive Media
Publicity Tools
Advocacy
Exchange
14. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Allowances and Discounts
Exchange
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Sales Tests
15. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Cooperative
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Institutional Advertising
Allowances and Discounts
16. Form - task - possession - time - place utility
Functional needs
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Media vehicle
Transit Advertising (Bus - taxi - and subway advertising)
17. Simply the percentage of homes exposed to an advertising media
Advocacy
Rating
1. Product Advertisements 2. Institutional Advertisements
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
18. 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. Product Advertisements 2. Institutional Advertisements
BDI (Brand development index)
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
Samples
19. 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
STP Marketing (Segmenting - Targeting - Positioning)
Competitive
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Reach
20. Persuade the customer
Reach
Inquiry Tests
kickers - boldface and italics
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
21. The average number of times a person in the target audience is exposed to an ad.
Frequency
Media vehicle
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Recency planning
22. Cost of media buy/targeted audienceX1 - 000
the more audience attention
creating a picture of the concept they want to convey
kickers - boldface and italics
CPM-TM
23. Advertisements that tell people what a product is - what it can do - and where it can be found.
Vertical cooperative advertising
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Pioneering
Reminder Institutional
24. 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.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Classified Advertising
Theater Tests
Pretests
25. Family - society - reference groups - opinion leaders
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Place-Based Media
Exchange
Interpersonal influences on consumer behavior
26. The percentage of households in a market that are tuned to a particular TV/radio show.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Rating
Institutional Advertisements
Classified Advertising
27. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Pioneering
Rating
International Media
Gross Ratings Points (GRPs)
28. 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
Sounds that are familiar
Positively originated (transformational) motives
Continuity
Regular price-line advertising
29. Forms of Product Advertising
Consumer-Oriented Sales Promotions (Consumer Promotions)
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)
Ad research
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
30. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
Trade-Oriented Sales Promotions (Trade Promotions)
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
31. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Reachxfrequency
Purchase Frequency
Participants in the marketing process
Foreign Media
32. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Case Allowance
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Consumer-Oriented Sales Promotions (Consumer Promotions)
33. Merchandise offered free or at a significant discount.
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
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Premiums
Cost per Thousand (CPM)
34. Types of Advertisements
Reference groups
Comparative
Post-Tests
1. Product Advertisements 2. Institutional Advertisements
35. Time - place of sale - environment
Electronic Media
Nonpersonal influences on consumer behavior
Buyer Turnover
Reminder
36. Made up of the company's own advertising staff. They may provide full services or limited services.
Foreign Media
Integrated Marketing Communications
In-House Agencies
Message development - You must create a message that gets into the minds of the consumer and target audience
37. 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.
Pioneering
Transit Advertising (Bus - taxi - and subway advertising)
Transit Advertising
Limited-Service Agency
38. Joining together in a consistent manner everything that communicates with customers
CPM-TM
Institutional Advertising
Integrated Marketing Communications
In-House Agencies
39. Reach (% of total market) x Frequency
Post-Tests
Theater Tests
Gross Ratings Points (GRPs)
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
40. Advertising that promotes a specific brand's features and benefits.
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
Frequently use the word 'you'
Competitive
Inquiry Tests
41. Showing the ad copy to a panel of consumers and having them rate how they liked it - how much it drew their attention - and how attractive they thought it was.
Jury Tests
Attitudes
Ones with fewer words
Outdoor Advertising (Billboard)
42. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Flighting (Intermittent) Schedule
Trade-Oriented Sales Promotions (Trade Promotions)
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Portfolio Tests
43. Duration of an advertising message or campaign over a given period of time - sustains memory
Loyalty Programs
Attitudes
Continuity
Functional needs
44. Link key attributes to the brand name
Purposes of Marketing research
Rich Media
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. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
45. Situate the brand socially
Cost per Thousand (CPM)
Frequency
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
Competitive Institutional
46. Is our acquired mental position regarding some idea or object
Attitudes
Product Advertisements
Buyer Turnover
Competitive
47. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Pulse (Burst) Schedule
Place-Based Media
Post-Tests
kickers - boldface and italics
48. What are the principles of design?
Rossiter & Percy's Fundamental Motives
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
Electronic Media
Trade-Oriented Sales Promotions (Trade Promotions)
49. Promotes a specific product or service and stimulates short term action while building awareness of the business
Rich Media
Buyer Turnover
Product Advertising
Marketing research
50. What is the best way to grab attention in an ad?
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