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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. Value of Promotion
Pulse (Burst) Schedule
Full-Service Agency
Lead in paragraphs - interior paragraphs - trial close - and close
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
2. Affective Association
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3. Offers the return of money based on proof of purchase.
the more audience attention
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
Continuous (Steady) Schedule
Rebates
4. Is our acquired mental position regarding some idea or object
Attitudes
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
Cooperative Advertising
Flighting (Intermittent) Schedule
5. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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6. What is the best way to grab attention in an ad?
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7. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
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
Interpersonal influences on consumer behavior
Brand loyalty
Functions of Marketing research
8. Ads used for announcements about what a company is - what it can do - and where it is located.
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
Pioneering Institutional
Contests
Place-Based Media
9. 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.
Rating
Exchange
Sales Advertising
Inquiry Tests
10. Situate the brand socially
Competitive Institutional
Continuity
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
Cost per Thousand (CPM)
11. Offering the product free or at a greatly reduced price.
Nonpersonal influences on consumer behavior
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Samples
Cooperative Advertising
12. The cost of reaching 1 - 000 individuals or households with the advertising message.
Clearance advertising (a special form of sale advertising)
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
Cost per Thousand (CPM)
Allowances and Discounts
13. Advertising that promotes a specific brand's features and benefits.
Competitive Institutional
Print Media
International Media
Competitive
14. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Post-Tests
STP Marketing (Segmenting - Targeting - Positioning)
Product Placement
Regular price-line advertising
15. 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
Coupons
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Positively originated (transformational) motives
Local Advertisers
16. Ads that state the position of a company on an issue.
Limited-Service Agency
Frequency
Advocacy
Habits
17. 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)
Nonpersonal influences on consumer behavior
Marketing research
Clearance advertising (a special form of sale advertising)
Classified Advertising
18. Gross rating points =
Reachxfrequency
Trade-Oriented Sales Promotions (Trade Promotions)
Utility
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
19. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Exchange
Media vehicle
Opinion leaders
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
20. 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.
Portfolio Tests
Limited-Service Agency
Message development - You must create a message that gets into the minds of the consumer and target audience
Media class
21. A discount on each case ordered during a specific time period.
Reference groups
Portfolio Tests
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Case Allowance
22. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Publicity Tools
Samples
Allowances and Discounts
Frequently use the word 'you'
23. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Loyalty Programs
Electronic Media
Contests
Flighting (Intermittent) Schedule
24. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Ad research
Participants in the marketing process
Sales Advertising
Point-of-Purchase Displays
25. Reach (% of total market) x Frequency
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Brand loyalty
Gross Ratings Points (GRPs)
Reminder Institutional
26. 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.
Cost per Thousand (CPM)
International Media
Point-of-Purchase Displays
Attitude Tests
27. Where is the advertising and brand battle won or lost?
Nonpersonal influences on consumer behavior
Opinion leaders
CB - The Consumer Decision Process
Message development - You must create a message that gets into the minds of the consumer and target audience
28. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Frequently use the word 'you'
Merchandise Allowance
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Place-Based Media
29. Is an individual's openness or curiosity about a brand
In-House Agencies
Reminder
Brand interest
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
30. Forms of Institutional Advertisements
Functional needs
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
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
31. The number of different people or households exposed to an ad.
Unaided Recall
Reachxfrequency
Reach
Sweepstakes
32. Factors of Scheduling Advertising
Ones with fewer words
Attitudes
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
33. Advertising used to reinforce previous knowledge of a product.
Continuous (Steady) Schedule
Transit Advertising
Lead in paragraphs - interior paragraphs - trial close - and close
Reminder
34. What do the most effective radio commercials use?
Pretests
Product Placement
Sounds that are familiar
Pulse (Burst) Schedule
35. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Aided Recall
Consumer-Oriented Sales Promotions (Consumer Promotions)
Digital Interactive Media
CPM-TM
36. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Limited-Service Agency
Sweepstakes
thumbnails - roughs - dummies - comprehensives (elaborate draft)
International Media
37. 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
BDI (Brand development index)
Permission-Based Advertising
Attitudes
Frequency
38. How often new buyers enter the market to buy the product.
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
CPM
Buyer Turnover
Merchandise Allowance
39. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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40. Gathering - recording - and analyzing new information to help managers make marketing decisions
Outdoor Advertising (Billboard)
Lead in paragraphs - interior paragraphs - trial close - and close
Marketing research
Full-Service Agency
41. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Direct Mail Advertising
Integrated Marketing Communications
Cooperative
Merchandise Allowance
42. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
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
Participants in the marketing process
BDI (Brand development index)
Habits
43. Is the products ability to satisfy both functional needs & symbolic wants
Gross Ratings Points (GRPs)
Functional needs
Brand interest
Utility
44. 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.
In-House Agencies
Rossiter & Percy's Fundamental Motives
BDI (Brand development index)
Unaided Recall
45. 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
Comparative
Reach
Lead in paragraphs - interior paragraphs - trial close - and close
Premiums
46. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Finance Allowance
Functions of Marketing research
creating a picture of the concept they want to convey
Local Advertisers
47. Advertisements that tell people what a product is - what it can do - and where it can be found.
Segmenting
Portfolio Tests
Samples
Pioneering
48. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Loyalty Programs
Portfolio 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
Brand loyalty
49. They use Retail Advertising because retail stores account for so much of the market
Theater Tests
Local Advertisers
Sales Advertising
Digital Interactive Media
50. What kinds of ads resonate more?
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)
Purposes of Marketing research
Direct Mail Advertising
Ones with fewer words