SUBJECTS
|
BROWSE
|
CAREER CENTER
|
POPULAR
|
JOIN
|
LOGIN
Business Skills
|
Soft Skills
|
Basic Literacy
|
Certifications
About
|
Help
|
Privacy
|
Terms
|
Email
Search
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. What are the types of headlines?
Case Allowance
Brand interest
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Marketing research
2. Value of Promotion
Full-Service Agency
Perception
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Transit Advertising (Bus - taxi - and subway advertising)
3. Situate the brand socially
Premiums
Pioneering Institutional
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
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
4. Factors of Scheduling Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
funny ads - but not always for the right reasons
Deals
Foreign Media
5. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Coupons
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
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
6. Advertising that promotes a specific brand's features and benefits.
Market research
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Lead in paragraphs - interior paragraphs - trial close - and close
Competitive
7. 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.
Competitive Institutional
Sweepstakes
Rating
Pretests
8. In the newspaper for many reasons: to locate and recruit new employees - offer services (such as those of an employment agency or business opportunity broker) - or sell or lease merchandise (such as cars - real estate - and office equipment)
the more audience attention
Institutional Advertising
Frequency
Classified Advertising
9. Advertising used to reinforce previous knowledge of a product.
Point-of-Purchase Displays
Transit Advertising (Bus - taxi - and subway advertising)
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Reminder
10. What do the most effective radio commercials use?
Sounds that are familiar
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
funny ads - but not always for the right reasons
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
11. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
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
Functions of Marketing research
Cooperative
12. Transform consumption experience
Maslow's hierarchy of needs theory of motivation based on unmet human needs
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
Local Advertisers
Cooperative Advertising
13. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
BDI (Brand development index)
Interpersonal influences on consumer behavior
Print Media
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
14. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
Frequency
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
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
15. The average number of times a person in the target audience is exposed to an ad.
Frequency
Digital Interactive Media
Pretests
Functions of Marketing research
16. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Rating
Pulse (Burst) Schedule
Vertical cooperative advertising
Negatively originated (informational) motives
17. Duration of an advertising message or campaign over a given period of time - sustains memory
Institutional Advertising
Continuity
Classified Advertising
Rating
18. Promotes a specific product or service and stimulates short term action while building awareness of the business
Premiums
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
Product Advertising
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
19. Time - place of sale - environment
CPM-TM
Consumer-Oriented Sales Promotions (Consumer Promotions)
Nonpersonal influences on consumer behavior
Brand interest
20. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Direct Mail Advertising
Point-of-Purchase Displays
Merchandise Allowance
Coupons
21. Changing behavior by inducing anxiety
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)
Electronic Media
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
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
22. People we try to emulate or whose approval concerns us
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Product Advertisements
Reference groups
23. Recruit new customers - retain current customers - and regain lost customers
1. Product Advertisements 2. Institutional Advertisements
Purposes of Marketing research
Theater Tests
Attitudes
24. Joining together in a consistent manner everything that communicates with customers
Coupons
Jury Tests
Integrated Marketing Communications
Exchange
25. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Competitive
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
Publicity Tools
Recency planning
26. Information gathered about a particular market or market segment
Functional needs
Pioneering
Market research
Institutional Advertisements
27. What kind of ads are most often remembered?
BDI (Brand development index)
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Full-Service Agency
funny ads - but not always for the right reasons
28. What are the principles of design?
Integrated Marketing Communications
Gross Ratings Points (GRPs)
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)
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
29. Forms of Product Advertising
Coupons
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Horizontal cooperative advertising
Contests
30. Three Common Discounts and Allowances
Deals
Segmenting
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
cognitive dissonance
31. Scare the consumer into action
Habits
Contests
Continuous (Steady) Schedule
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)
32. What are the positives to newspapers as a form of mass media?
Sales Advertising
Finance Allowance
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
Limited-Service Agency
33. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Participants in the marketing process
Trade-Oriented Sales Promotions (Trade Promotions)
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
34. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Market research
Unaided Recall
Product Placement
Rating
35. 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
Direct Mail Advertising
Positively originated (transformational) motives
Trade-Oriented Sales Promotions (Trade Promotions)
Rossiter & Percy's Fundamental Motives
36. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Positively originated (transformational) motives
CPM
Cooperative
Jury Tests
37. Ads used for announcements about what a company is - what it can do - and where it is located.
Reminder Institutional
Sweepstakes
Continuous (Steady) Schedule
Pioneering Institutional
38. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Flighting (Intermittent) Schedule
Pulse (Burst) Schedule
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Attitude Tests
39. Cost of media buy/targeted audienceX1 - 000
Pretests
Lead in paragraphs - interior paragraphs - trial close - and close
Institutional Advertisements
CPM-TM
40. The greater size of an ad illustration...
the more audience attention
Regular price-line advertising
Reminder Institutional
Place-Based Media
41. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Regular price-line advertising
Full-Service Agency
Horizontal cooperative advertising
Ones with fewer words
42. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
the more audience attention
Place-Based Media
Participants in the marketing process
Integrated Marketing Communications
43. How often new buyers enter the market to buy the product.
Reference groups
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Frequency
Buyer Turnover
44. What are the types of subheads?
kickers - boldface and italics
Vertical cooperative advertising
Loyalty Programs
Local Advertisers
45. Types of audience resonance
Warning
: Invalid argument supplied for foreach() in
/var/www/html/basicversity.com/show_quiz.php
on line
183
46. Interactive online advertising.
Rich Media
Case Allowance
Cooperative
Institutional Advertising
47. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Brand loyalty
Habits
Digital Interactive Media
Sales Tests
48. 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.
Sweepstakes
Sales Tests
Cooperative Advertising
Ad research
49. Promote brand recall
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Reference groups
Ones with fewer words
50. Merchandise offered free or at a significant discount.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Portfolio Tests
Premiums