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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. Promotes a specific product or service and stimulates short term action while building awareness of the business
Product Advertising
Media vehicle
Rebates
Reachxfrequency
2. Persuade the customer
Market research
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
Competitive
Case Allowance
3. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Transit Advertising (Bus - taxi - and subway advertising)
Message development - You must create a message that gets into the minds of the consumer and target audience
Positively originated (transformational) motives
Product Advertising
4. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Message development - You must create a message that gets into the minds of the consumer and target audience
Foreign Media
Competitive
5. Is an individual's openness or curiosity about a brand
Ones with fewer words
Digital Interactive Media
Brand interest
Ad research
6. Tests used to test ad alternatives.
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Portfolio Tests
Publicity Tools
Product Placement
7. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Transit Advertising
Samples
Exchange
Continuity
8. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Local Advertisers
Reminder
9. Advertising used to reinforce previous knowledge of a product.
Portfolio Tests
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Positively originated (transformational) motives
Reminder
10. What are the principles of design?
Product Advertisements
Aided Recall
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
Sales Advertising
11. Value of Promotion
audience - ad message itself - communications media - and the product concept
Continuous (Steady) Schedule
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
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
12. Time - place of sale - environment
Nonpersonal influences on consumer behavior
Competitive Institutional
Functional needs
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
13. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
Full-Service Agency
Post-Tests
Ad research
14. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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15. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Finance Allowance
Institutional Advertisements
funny ads - but not always for the right reasons
Institutional Advertising
16. Forms of Institutional Advertisements
Loyalty Programs
Purchase Frequency
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Direct Mail Advertising
17. Where is the advertising and brand battle won or lost?
Place-Based Media
Institutional Advertisements
Transit Advertising
Message development - You must create a message that gets into the minds of the consumer and target audience
18. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
International Media
Loyalty Programs
Brand loyalty
19. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Media vehicle
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Transit Advertising (Bus - taxi - and subway advertising)
Flighting (Intermittent) Schedule
20. What are the types of subheads?
Vertical cooperative advertising
Segmenting
Sweepstakes
kickers - boldface and italics
21. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Cost per Thousand (CPM)
Interpersonal influences on consumer behavior
Pretests
Brand loyalty
22. The percentage of households in a market that are tuned to a particular TV/radio show.
Cooperative Advertising
Rating
Digital Interactive Media
Maslow's hierarchy of needs theory of motivation based on unmet human needs
23. 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.
Reminder
Attitude Tests
In-House Agencies
funny ads - but not always for the right reasons
24. Displays that take the form of an advertising sign in high traffic areas of store aisles.
CB - The Consumer Decision Process
Rossiter & Percy's Fundamental Motives
Point-of-Purchase Displays
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
25. Factors of Scheduling Advertising
Rich Media
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Message development - You must create a message that gets into the minds of the consumer and target audience
26. Is the products ability to satisfy both functional needs & symbolic wants
Continuity
Rating
Utility
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
27. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Local Advertisers
Forgetting Rate
Trade-Oriented Sales Promotions (Trade Promotions)
Deals
28. 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
Reach
Reach
Point-of-Purchase Displays
29. Elements of an advertising message
Sounds that are familiar
audience - ad message itself - communications media - and the product concept
Flighting (Intermittent) Schedule
Attitude Tests
30. The most common energizers of consumer behavior - such as a problem removal or problem avoidance. The consumer actively seeks information to reduce the mental state
Permission-Based Advertising
Outdoor Advertising (Billboard)
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Negatively originated (informational) motives
31. 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
Brand loyalty
Purposes of Marketing research
Product Advertisements
Positively originated (transformational) motives
32. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
Digital Interactive Media
Portfolio Tests
Allowances and Discounts
33. Merchandise offered free or at a significant discount.
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Competitive
Premiums
audience - ad message itself - communications media - and the product concept
34. What do the most effective radio commercials use?
Direct Mail Advertising
Sounds that are familiar
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Reminder
35. 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
CB - The Consumer Decision Process
Classified Advertising
Reach
Case Allowance
36. Information gathered about a particular market or market segment
Rossiter & Percy's Fundamental Motives
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Market research
Reminder
37. Interactive online advertising.
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Competitive Institutional
Rich Media
Coupons
38. Reach (% of total market) x Frequency
Gross Ratings Points (GRPs)
Institutional Advertisements
Marketing research
Utility
39. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Foreign Media
Cooperative Advertising
Place-Based Media
40. 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.
Jury Tests
Contests
Interpersonal influences on consumer behavior
Finance Allowance
41. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Aided Recall
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
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
42. Types of audience resonance
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43. What kinds of ads resonate more?
Ones with fewer words
Regular price-line advertising
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
44. Simply the percentage of homes exposed to an advertising media
Gross Ratings Points (GRPs)
Rating
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Inquiry Tests
45. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Institutional 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
the more audience attention
Allowances and Discounts
46. 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)
Classified Advertising
STP Marketing (Segmenting - Targeting - Positioning)
Ad research
Digital Interactive Media
47. What are the standard subjects for ad visuals?
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
CPM-TM
Product Placement
Institutional Advertisements
48. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Permission-Based 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
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Media vehicle
49. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Theater Tests
Message development - You must create a message that gets into the minds of the consumer and target audience
cognitive dissonance
Perception
50. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
kickers - boldface and italics
Forgetting Rate
Continuous (Steady) Schedule
thumbnails - roughs - dummies - comprehensives (elaborate draft)