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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. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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2. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
creating a picture of the concept they want to convey
Contests
Consumer-Oriented Sales Promotions (Consumer Promotions)
Habits
3. The cost of reaching 1 - 000 individuals or households with the advertising message.
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Cost per Thousand (CPM)
Segmenting
Place-Based Media
4. Visualization/conceptualization
creating a picture of the concept they want to convey
Consumer-Oriented Sales Promotions (Consumer Promotions)
Classified Advertising
Attitudes
5. Link key attributes to the brand name
Media class
Brand loyalty
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
Continuity
6. Markets are segmented - products are positioned
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Market research
Negatively originated (informational) motives
Segmenting
7. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Frequency
Reminder Institutional
Exchange
Participants in the marketing process
8. What are the principles of design?
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
Finance Allowance
cognitive dissonance
Pioneering
9. 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.
Institutional Advertisements
Brand loyalty
Attitude Tests
In-House Agencies
10. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Rich Media
In-House Agencies
Inquiry Tests
Allowances and Discounts
11. Cost of media buy/targeted audienceX1 - 000
CPM-TM
Cooperative
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
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
12. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Sounds that are familiar
Sweepstakes
Digital Interactive Media
Vertical cooperative advertising
13. What do the most effective radio commercials use?
Sounds that are familiar
Exchange
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Functional needs
14. Broad category of media - such as television - radio or newspaper
Brand loyalty
Continuity
Print Media
Media class
15. Ads in magazines can be strategically placed in these places...
Full-Service Agency
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
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Loyalty Programs
16. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Electronic Media
Foreign Media
the more audience attention
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
17. What kind of ads are most often remembered?
Integrated Marketing Communications
Classified Advertising
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
funny ads - but not always for the right reasons
18. What is the best way to grab attention in an ad?
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19. 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
Sounds that are familiar
Permission-Based Advertising
audience - ad message itself - communications media - and the product concept
20. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Merchandise Allowance
Ad research
Flighting (Intermittent) Schedule
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
21. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Merchandise Allowance
Jury Tests
Cost per Thousand (CPM)
Direct Mail Advertising
22. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Print Media
Case Allowance
cognitive dissonance
Ad research
23. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Consumer-Oriented Sales Promotions (Consumer Promotions)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Negatively originated (informational) motives
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)
24. People we try to emulate or whose approval concerns us
Reference groups
Sales Advertising
Continuity
Pulse (Burst) Schedule
25. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Frequency
Theater Tests
Publicity Tools
BDI (Brand development index)
26. What are the positives to newspapers as a form of mass media?
Rating
Perception
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
CPM
27. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
audience - ad message itself - communications media - and the product concept
Full-Service Agency
Premiums
Opinion leaders
28. Reimbursing a retailer for extra in-store support or special featuring of the brand.
thumbnails - roughs - dummies - comprehensives (elaborate draft)
International Media
creating a picture of the concept they want to convey
Merchandise Allowance
29. 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
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Reach
Habits
Rating
30. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Place-Based Media
STP Marketing (Segmenting - Targeting - Positioning)
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. Building Long-Term Relationships with Promotion 2. Self-Regulation
31. Allow the audience to participate actively & immediately
Digital Interactive Media
Classified Advertising
Product Advertising
Exchange
32. Placing items on sale and offering two-for-one specials of other deals
Sales Advertising
Competitive Institutional
audience - ad message itself - communications media - and the product concept
Transit Advertising (Bus - taxi - and subway advertising)
33. Offers the return of money based on proof of purchase.
Product Advertisements
CPM
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Rebates
34. Define the brand image
audience - ad message itself - communications media - and the product concept
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Cooperative
Advocacy
35. Party Responsible for Carrying Out Advertising Program
Cost per Thousand (CPM)
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Premiums
the more audience attention
36. 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
Message development - You must create a message that gets into the minds of the consumer and target audience
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
Finance Allowance
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.
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
Transit Advertising
International Media
Limited-Service Agency
38. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Ad research
Sweepstakes
Post-Tests
Foreign Media
39. 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)
Negatively originated (informational) motives
audience - ad message itself - communications media - and the product concept
Classified Advertising
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
40. The number of different people or households exposed to an ad.
Purchase Frequency
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Reach
Cooperative Advertising
41. Merchandise offered free or at a significant discount.
Print Media
Premiums
Institutional Advertisements
Integrated Marketing Communications
42. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Perception
Continuous (Steady) Schedule
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
43. Tests used to test ad alternatives.
Portfolio Tests
Message development - You must create a message that gets into the minds of the consumer and target audience
Print Media
Contests
44. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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45. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Cooperative Advertising
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
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Media class
46. 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.
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
Pretests
Reachxfrequency
Frequently use the word 'you'
47. Information gathered about a particular market or market segment
Market research
Unaided Recall
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
BDI (Brand development index)
48. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Allowances and Discounts
Forgetting Rate
Contests
CPM
49. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
International Media
Electronic Media
Rich Media
Theater Tests
50. Customer's perception of product/service; sometimes advertisers need to change those perceptions. As well as seller's perception of customer's needs - wants - objectives.
Perception
Sales Tests
Advocacy
Media class