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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. Time - place of sale - environment
Premiums
Nonpersonal influences on consumer behavior
Rating
Product Advertising
2. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
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
Opinion leaders
Comparative
Deals
3. 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
Reach
Publicity Tools
Contests
4. Is the products ability to satisfy both functional needs & symbolic wants
Participants in the marketing process
Utility
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Functional needs
5. Common Advertising Appeals
Negatively originated (informational) motives
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Point-of-Purchase Displays
Cooperative
6. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
In-House Agencies
Contests
CPM
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
7. Define the brand image
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
Gross Ratings Points (GRPs)
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Reach
8. Forms of Institutional Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Media vehicle
Sounds that are familiar
Jury Tests
9. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Regular price-line advertising
Coupons
Habits
Segmenting
10. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuous (Steady) Schedule
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Sweepstakes
Nonpersonal influences on consumer behavior
11. Duration of an advertising message or campaign over a given period of time - sustains memory
CPM-TM
Continuity
Cooperative Advertising
Brand interest
12. The percentage of households in a market that are tuned to a particular TV/radio show.
Rating
Horizontal cooperative advertising
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
13. Types of Advertisements
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
Portfolio Tests
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
1. Product Advertisements 2. Institutional Advertisements
14. Simply the percentage of homes exposed to an advertising media
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Exchange
Rating
thumbnails - roughs - dummies - comprehensives (elaborate draft)
15. Placing items on sale and offering two-for-one specials of other deals
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)
Sales Advertising
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Rebates
16. 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.
Rating
Pretests
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
17. 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.
Product Advertisements
Unaided Recall
Merchandise Allowance
Jury Tests
18. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Purposes of Marketing research
Sales Advertising
CB - The Consumer Decision Process
Print Media
19. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Recency planning
Exchange
Product Advertisements
Forgetting Rate
20. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
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
Gross Ratings Points (GRPs)
Brand loyalty
Inquiry Tests
21. Types of audience resonance
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22. Studies such as controlled experiments and consumer purchase tests.
CB - The Consumer Decision Process
Sales 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
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
23. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Advocacy
Contests
Flighting (Intermittent) Schedule
Institutional Advertisements
24. Gathering - recording - and analyzing new information to help managers make marketing decisions
Permission-Based Advertising
Marketing research
Contests
Utility
25. Form - task - possession - time - place utility
Marketing research
Aided Recall
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Functional needs
26. How often new buyers enter the market to buy the product.
Brand loyalty
funny ads - but not always for the right reasons
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Buyer Turnover
27. What are the standard subjects for ad visuals?
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Frequency
Sounds that are familiar
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
28. Link key attributes to the brand name
Merchandise Allowance
Permission-Based Advertising
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
29. 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)
Classified Advertising
Competitive Institutional
Reminder Institutional
30. Consumer needs - product development - assess effectiveness - financial planning and quality control
Rating
Advocacy
Merchandise Allowance
Functions of Marketing research
31. Advertisements that tell people what a product is - what it can do - and where it can be found.
Reach
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Loyalty Programs
Pioneering
32. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Publicity Tools
Product Placement
Product Advertising
Media vehicle
33. 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
Lead in paragraphs - interior paragraphs - trial close - and close
BDI (Brand development index)
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
Coupons
34. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
International Media
Product Advertisements
Purchase Frequency
Transit Advertising (Bus - taxi - and subway advertising)
35. Is an individual's openness or curiosity about a brand
Brand interest
Point-of-Purchase Displays
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Pioneering
36. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Pioneering
Habits
Cooperative
37. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Ad research
Flighting (Intermittent) Schedule
Marketing research
Reference groups
38. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Competitive Institutional
Full-Service Agency
Unaided Recall
Product Advertising
39. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
1. Product Advertisements 2. Institutional Advertisements
Trade-Oriented Sales Promotions (Trade Promotions)
Product Placement
Coupons
40. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Finance Allowance
Ones with fewer words
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
41. Influencing the brand choice of consumers who are 'ready to buy'
Media vehicle
Frequency
Recency planning
Vertical cooperative advertising
42. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Utility
creating a picture of the concept they want to convey
Participants in the marketing process
Positively originated (transformational) motives
43. Promotes a specific product or service and stimulates short term action while building awareness of the business
Utility
Product Advertising
Buyer Turnover
Nonpersonal influences on consumer behavior
44. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Case Allowance
Direct Mail Advertising
Permission-Based Advertising
45. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
CB - The Consumer Decision Process
Utility
Finance Allowance
Habits
46. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Buyer Turnover
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
Place-Based Media
Pretests
47. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
the more audience attention
Perception
Foreign Media
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
48. Ads in magazines can be strategically placed in these places...
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
Unaided Recall
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
bleed pages - inserts - covers - front - inside front - inside back - and outside back
49. Promote brand recall
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
funny ads - but not always for the right reasons
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
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
50. Ads on the interior and exterior of busses - subways - and taxis.
Premiums
Transit Advertising
Clearance advertising (a special form of sale advertising)
Rating