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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
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Cooperative Advertising
Brand loyalty
2. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Allowances and Discounts
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
Reference groups
Vertical cooperative advertising
3. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Pulse (Burst) Schedule
Regular price-line advertising
Merchandise Allowance
Product Placement
4. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Rating
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) 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
Ad research
5. Displays that take the form of an advertising sign in high traffic areas of store aisles.
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Jury Tests
Competitive
Point-of-Purchase Displays
6. Joining together in a consistent manner everything that communicates with customers
Habits
Continuity
Integrated Marketing Communications
Cooperative Advertising
7. Types of Publicity Tools
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Cooperative
Trade-Oriented Sales Promotions (Trade Promotions)
International Media
8. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Rating
Brand loyalty
International Media
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
9. Advertisements focused on selling a product or service
Contests
Merchandise Allowance
Outdoor Advertising (Billboard)
Product Advertisements
10. Time - place of sale - environment
Nonpersonal influences on consumer behavior
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Place-Based Media
Perception
11. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Vertical cooperative advertising
Sounds that are familiar
Deals
Reach
12. 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.
Outdoor Advertising (Billboard)
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Unaided Recall
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
13. Advertising showing one brand's strengths relative to its competitors.
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Comparative
thumbnails - roughs - dummies - comprehensives (elaborate draft)
14. Forms of Institutional Advertisements
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
audience - ad message itself - communications media - and the product concept
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. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
15. 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.
Frequency
Exchange
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
Pretests
16. Common Advertising Appeals
Frequently use the word 'you'
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
STP Marketing (Segmenting - Targeting - Positioning)
Message development - You must create a message that gets into the minds of the consumer and target audience
17. Three Common Discounts and Allowances
Pulse (Burst) Schedule
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Permission-Based Advertising
18. Influencing the brand choice of consumers who are 'ready to buy'
Participants in the marketing process
Clearance advertising (a special form of sale advertising)
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Recency planning
19. A discount on each case ordered during a specific time period.
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Post-Tests
Advocacy
Case Allowance
20. What is the best way to grab attention in an ad?
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21. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Market research
Samples
Cooperative
Perception
22. Advertising that promotes a specific brand's features and benefits.
Samples
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Pioneering
Competitive
23. Simply the percentage of homes exposed to an advertising media
Foreign Media
Competitive
Rating
Frequency
24. Studies such as controlled experiments and consumer purchase tests.
Sales Tests
Competitive Institutional
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
Participants in the marketing process
25. Ads used for announcements about what a company is - what it can do - and where it is located.
Pioneering Institutional
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Perception
Frequency
26. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Ones with fewer words
Outdoor Advertising (Billboard)
Reachxfrequency
Reminder Institutional
27. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Transit Advertising
Flighting (Intermittent) Schedule
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Sweepstakes
28. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
CPM
BDI (Brand development index)
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
Institutional Advertisements
Print Media
Reach
Jury Tests
30. What are the principles of design?
Continuity
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
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
Full-Service Agency
31. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Consumer-Oriented Sales Promotions (Consumer Promotions)
International 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: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
32. Changing behavior by inducing anxiety
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
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
Rossiter & Percy's Fundamental Motives
Limited-Service Agency
33. Firms in the same business (real-estate agents - insurance agents - pharmacies - car dealers - or travel agents) or in the same part of town advertise jointly
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Rating
Horizontal cooperative advertising
Opinion leaders
34. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Vertical cooperative advertising
Clearance advertising (a special form of sale advertising)
Advocacy
Purposes of Marketing research
35. 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)
Frequently use the word 'you'
Exchange
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Classified Advertising
36. 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
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
BDI (Brand development index)
Pioneering
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
37. 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
Allowances and Discounts
Positively originated (transformational) motives
Coupons
Advocacy
38. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Foreign Media
Portfolio Tests
BDI (Brand development index)
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
39. Where is the advertising and brand battle won or lost?
Continuity
bleed pages - inserts - covers - front - inside front - inside back - and outside back
CPM
Message development - You must create a message that gets into the minds of the consumer and target audience
40. 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.
Limited-Service Agency
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
Finance Allowance
41. Types of audience resonance
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42. Informs consumers about services or merchandise offered at regular prices
CPM
Regular price-line advertising
Pioneering Institutional
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
43. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Forgetting Rate
Brand interest
Unaided Recall
Pulse (Burst) Schedule
44. Stages of ad development
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Clearance advertising (a special form of sale advertising)
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
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)
45. Form - task - possession - time - place utility
Permission-Based Advertising
Sounds that are familiar
Buyer Turnover
Functional needs
46. Where viewers agree to watch a commercial online in exchange for points - samples - or access to premium content - and advertisers only pay for completed views.
Case Allowance
Permission-Based Advertising
Functions of Marketing research
Participants in the marketing process
47. What are the function of headlines?
Pretests
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
International Media
Unaided Recall
48. What does the layout of an ad consist of?
Digital Interactive Media
Marketing research
Place-Based Media
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
49. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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50. 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
Negatively originated (informational) motives
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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now