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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. Approaches to Post-Testing
Pioneering Institutional
Brand loyalty
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
2. 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.
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
Permission-Based Advertising
Habits
Reachxfrequency
3. Of radio & tv used to be called broadcast media; but with advent of cable TV - many programs are now transmitted electronically though wires rather than broadcast through the air
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Electronic Media
Marketing research
Buyer Turnover
4. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Transit Advertising (Bus - taxi - and subway advertising)
Digital Interactive Media
Integrated Marketing Communications
Opinion leaders
5. Joining together in a consistent manner everything that communicates with customers
Rating
Participants in the marketing process
CB - The Consumer Decision Process
Integrated Marketing Communications
6. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising (Bus - taxi - and subway advertising)
kickers - boldface and italics
Competitive Institutional
Transit Advertising
7. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
Publicity Tools
Ones with fewer words
Jury Tests
8. Transform consumption experience
Gross Ratings Points (GRPs)
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Pretests
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
9. What do the most effective radio commercials use?
Coupons
Sounds that are familiar
Cost per Thousand (CPM)
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
10. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Message development - You must create a message that gets into the minds of the consumer and target audience
Functions of Marketing research
Integrated Marketing Communications
Theater Tests
11. Ads used for announcements about what a company is - what it can do - and where it is located.
Deals
Rich Media
Pioneering Institutional
Ad research
12. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
Samples
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
cognitive dissonance
13. Reimbursing a retailer for extra in-store support or special featuring of the brand.
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
Merchandise Allowance
Full-Service Agency
Market research
14. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Merchandise Allowance
Continuous (Steady) Schedule
Place-Based Media
Cooperative Advertising
15. Is the products ability to satisfy both functional needs & symbolic wants
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Cooperative Advertising
Classified Advertising
Utility
16. Studies such as controlled experiments and consumer purchase tests.
Opinion leaders
Media class
Sales Tests
Local Advertisers
17. How often new buyers enter the market to buy the product.
Rossiter & Percy's Fundamental Motives
Buyer Turnover
Segmenting
Gross Ratings Points (GRPs)
18. What is the best way to grab attention in an ad?
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19. Scare the consumer into action
Maslow's hierarchy of needs theory of motivation based on unmet human needs
thumbnails - roughs - dummies - comprehensives (elaborate draft)
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)
Purchase Frequency
20. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Full-Service Agency
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
Pioneering
kickers - boldface and italics
21. Party Responsible for Carrying Out Advertising Program
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Continuous (Steady) Schedule
Reach
22. A discount on each case ordered during a specific time period.
Recency planning
Case Allowance
Purposes of Marketing research
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
23. Simply the percentage of homes exposed to an advertising media
In-House Agencies
Jury Tests
Rebates
Rating
24. Allow the audience to participate actively & immediately
Participants in the marketing process
Digital Interactive Media
Institutional Advertising
Cooperative
25. 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.
Premiums
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Perception
Outdoor Advertising (Billboard)
26. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
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
Deals
Portfolio Tests
Case Allowance
27. Placing items on sale and offering two-for-one specials of other deals
Reach
Sales Advertising
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Media class
28. Cost of media buy/targeted audienceX1 - 000
the more audience attention
Functions of Marketing research
CPM-TM
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
29. Situate the brand socially
Classified Advertising
Negatively originated (informational) motives
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
Vertical cooperative advertising
30. 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)
Product Advertising
Classified Advertising
BDI (Brand development index)
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
31. Advertising that promotes a specific brand's features and benefits.
Contests
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Competitive
Institutional Advertising
32. Value of Promotion
Rating
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Foreign Media
33. What are the standard subjects for ad visuals?
Reach
Nonpersonal influences on consumer behavior
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
STP Marketing (Segmenting - Targeting - Positioning)
34. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Brand loyalty
Inquiry Tests
Loyalty Programs
Attitude Tests
35. The speed which buyers forget the brand if advertising is not seen.
Reach
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Forgetting Rate
Gross Ratings Points (GRPs)
36. Form - task - possession - time - place utility
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Functional needs
Segmenting
Product Advertising
37. Gross rating points =
Reminder Institutional
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Frequency
Reachxfrequency
38. Factors of Scheduling Advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Reminder Institutional
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Participants in the marketing process
39. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Post-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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Institutional Advertisements
40. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CB - The Consumer Decision Process
CPM
Message development - You must create a message that gets into the minds of the consumer and target audience
Premiums
41. Offers the return of money based on proof of purchase.
Contests
Allowances and Discounts
Rebates
Unaided Recall
42. The greater size of an ad illustration...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Transit Advertising (Bus - taxi - and subway advertising)
Print Media
the more audience attention
43. Types of audience resonance
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44. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Transit Advertising
Consumer-Oriented Sales Promotions (Consumer Promotions)
Inquiry Tests
Negatively originated (informational) motives
45. Promotes a specific product or service and stimulates short term action while building awareness of the business
Frequency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
CB - The Consumer Decision Process
Product Advertising
46. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Digital Interactive Media
Regular price-line advertising
Ad research
Cost per Thousand (CPM)
47. 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
Exchange
Positively originated (transformational) motives
Pretests
48. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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49. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Lead in paragraphs - interior paragraphs - trial close - and close
Habits
1. Product Advertisements 2. Institutional Advertisements
Advocacy
50. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Purposes of Marketing research
STP Marketing (Segmenting - Targeting - Positioning)
Allowances and Discounts
CPM