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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. Tests used to test ad alternatives.
Media class
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Transit Advertising
Portfolio Tests
2. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Rating
Theater Tests
Outdoor Advertising (Billboard)
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)
3. Scare the consumer into action
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Brand loyalty
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
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)
4. 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'
Frequency
thumbnails - roughs - dummies - comprehensives (elaborate draft)
cognitive dissonance
Brand interest
5. Factors of Scheduling Advertising
Utility
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Integrated Marketing Communications
CPM-TM
6. Sales promotions that offer a discounted price to the consumer - which encourage trial.
CPM
Pretests
Coupons
Nonpersonal influences on consumer behavior
7. Duration of an advertising message or campaign over a given period of time - sustains memory
Ones with fewer words
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Interpersonal influences on consumer behavior
Continuity
8. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Direct Mail Advertising
Exchange
9. Information gathered about a particular market or market segment
Market research
Reachxfrequency
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
Merchandise Allowance
10. Visualization/conceptualization
creating a picture of the concept they want to convey
Product Advertising
Deals
Jury Tests
11. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Exchange
Opinion leaders
Electronic Media
kickers - boldface and italics
12. Common Advertising Appeals
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Consumer-Oriented Sales Promotions (Consumer Promotions)
Limited-Service Agency
bleed pages - inserts - covers - front - inside front - inside back - and outside back
13. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
the more audience attention
Contests
Foreign Media
Habits
14. Value of Promotion
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
Opinion leaders
Institutional Advertising
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
15. 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.
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Limited-Service Agency
Reach
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
16. The more frequently a product is purchased - the less repetition is required.
Market research
Coupons
Lead in paragraphs - interior paragraphs - trial close - and close
Purchase Frequency
17. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Transit Advertising (Bus - taxi - and subway advertising)
Portfolio Tests
Frequency
Theater Tests
18. The moment someone recognizes a need or want that might be satisfied by. 1.Need Recognition 2.Search Information and Alternative Evaluation 3. Purchase 4.Post-purchase use and evaluation
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
CB - The Consumer Decision Process
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
19. Persuade the customer
Brand interest
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
Coupons
thumbnails - roughs - dummies - comprehensives (elaborate draft)
20. What are the function of headlines?
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
Frequency
audience - ad message itself - communications media - and the product concept
21. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Reminder Institutional
Reminder
CPM
22. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Outdoor Advertising (Billboard)
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
Rich Media
Competitive
23. Offering the product free or at a greatly reduced price.
Jury Tests
Institutional Advertising
Samples
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
24. 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.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Reach
Attitude Tests
Functions of Marketing research
25. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
Interpersonal influences on consumer behavior
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
26. Influencing the brand choice of consumers who are 'ready to buy'
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
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
Recency planning
audience - ad message itself - communications media - and the product concept
27. The cost of reaching 1 - 000 individuals or households with the advertising message.
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
Cost per Thousand (CPM)
Frequency
creating a picture of the concept they want to convey
28. Is an individual's openness or curiosity about a brand
Brand interest
creating a picture of the concept they want to convey
Inquiry Tests
Sweepstakes
29. 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.
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Pulse (Burst) Schedule
Sweepstakes
Rebates
30. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
cognitive dissonance
Recency planning
Trade-Oriented Sales Promotions (Trade Promotions)
31. Advertising that promotes a specific brand's features and benefits.
Permission-Based Advertising
Competitive
Negatively originated (informational) motives
Segmenting
32. 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.
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Place-Based Media
Jury Tests
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
33. 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
Contests
Rich Media
Rating
34. Placing items on sale and offering two-for-one specials of other deals
Sales Advertising
International Media
Local Advertisers
Sounds that are familiar
35. Gathering - recording - and analyzing new information to help managers make marketing decisions
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Marketing research
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
36. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Cooperative
Cost per Thousand (CPM)
Segmenting
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
37. Ads that state the position of a company on an issue.
Brand interest
Advocacy
Reachxfrequency
Point-of-Purchase Displays
38. Advertising showing one brand's strengths relative to its competitors.
Comparative
Loyalty Programs
audience - ad message itself - communications media - and the product concept
Pioneering Institutional
39. Three Common Discounts and Allowances
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Product Advertisements
Local Advertisers
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
40. Interactive online advertising.
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Rich Media
Sales Advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
41. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
thumbnails - roughs - dummies - comprehensives (elaborate draft)
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
Reference groups
Media vehicle
42. How often new buyers enter the market to buy the product.
Allowances and Discounts
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
Buyer Turnover
Product Advertisements
43. Types of Advertisements
1. Product Advertisements 2. Institutional Advertisements
Perception
Product Placement
Premiums
44. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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45. Cost of media buy/targeted audienceX1 - 000
CPM-TM
Pioneering
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
International Media
46. Reimbursing a retailer for extra in-store support or special featuring of the brand.
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Merchandise Allowance
Direct Mail Advertising
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
47. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Institutional Advertisements
the more audience attention
Horizontal cooperative advertising
cognitive dissonance
48. 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.
Premiums
Inquiry Tests
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
International Media
49. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Sales Tests
Rating
Loyalty Programs
Consumer-Oriented Sales Promotions (Consumer Promotions)
50. What are the standard subjects for ad visuals?
CB - The Consumer Decision Process
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
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Reach