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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. What do the most effective radio commercials use?
Segmenting
Continuous (Steady) Schedule
Full-Service Agency
Sounds that are familiar
2. Promotes a specific product or service and stimulates short term action while building awareness of the business
Product Advertising
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
Print Media
Digital Interactive Media
3. 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
cognitive dissonance
Contests
Negatively originated (informational) motives
4. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Media vehicle
Participants in the marketing process
Allowances and Discounts
Media class
5. The feelings of doubt and concern after a purchase is made. dissonance increases when: (1) the purchase price is high (2) there are many close alternatives (3) the item is intangible (4) the purchase is important (5) the item purchased lasts a long
Integrated Marketing Communications
Frequently use the word 'you'
cognitive dissonance
Rossiter & Percy's Fundamental Motives
6. 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
Opinion leaders
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
7. 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.
Permission-Based Advertising
Sweepstakes
Product Placement
Direct Mail Advertising
8. Sales promotions that offer a discounted price to the consumer - which encourage trial.
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
Message development - You must create a message that gets into the minds of the consumer and target audience
Coupons
creating a picture of the concept they want to convey
9. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Deals
Ad research
Purposes of Marketing research
Perception
10. What are the principles of design?
Advocacy
Exchange
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
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
11. What are the types of Formatting the Body Copy?
Institutional Advertisements
Loyalty Programs
Pioneering
Lead in paragraphs - interior paragraphs - trial close - and close
12. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Institutional Advertising
funny ads - but not always for the right reasons
Pulse (Burst) Schedule
13. Recruit new customers - retain current customers - and regain lost customers
Point-of-Purchase Displays
Purposes of Marketing research
Functions of Marketing research
Competitive Institutional
14. Duration of an advertising message or campaign over a given period of time - sustains memory
Continuity
Product Advertising
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
Ad research
15. What kinds of ads resonate more?
Deals
Electronic Media
Ones with fewer words
Forgetting Rate
16. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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17. Ads that state the position of a company on an issue.
Pioneering Institutional
Institutional Advertising
Frequency
Advocacy
18. Stages of ad development
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Recency planning
Forgetting Rate
International Media
19. The number of different people or households exposed to an ad.
Outdoor Advertising (Billboard)
Local Advertisers
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Reach
20. 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
Clearance advertising (a special form of sale advertising)
BDI (Brand development index)
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
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
21. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
International Media
Frequency
Sales Tests
Transit Advertising
22. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Publicity Tools
Reference groups
Direct Mail Advertising
23. The percentage of households in a market that are tuned to a particular TV/radio show.
Deals
Reference groups
Media class
Rating
24. Offers the return of money based on proof of purchase.
Market research
Rebates
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Vertical cooperative advertising
25. Made up of the company's own advertising staff. They may provide full services or limited services.
In-House Agencies
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
26. What are the types of subheads?
Publicity Tools
kickers - boldface and italics
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
CPM
27. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Institutional Advertising
Nonpersonal influences on consumer behavior
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
28. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Portfolio Tests
Brand loyalty
Forgetting Rate
Rating
29. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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30. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Cost per Thousand (CPM)
Foreign Media
Ones with fewer words
31. 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
Permission-Based Advertising
Reach
Frequently use the word 'you'
Loyalty Programs
32. Transform consumption experience
Local Advertisers
CPM-TM
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
Marketing research
33. Family - society - reference groups - opinion leaders
Reach
Print Media
Interpersonal influences on consumer behavior
Negatively originated (informational) motives
34. 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.
Allowances and Discounts
Inquiry Tests
Product Advertisements
Clearance advertising (a special form of sale advertising)
35. Is an individual's openness or curiosity about a brand
Brand interest
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
Product Advertising
Point-of-Purchase Displays
36. Advertising used to reinforce previous knowledge of a product.
Trade-Oriented Sales Promotions (Trade Promotions)
Reminder
Lead in paragraphs - interior paragraphs - trial close - and close
Continuous (Steady) Schedule
37. Is the products ability to satisfy both functional needs & symbolic wants
Buyer Turnover
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Utility
creating a picture of the concept they want to convey
38. 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
Habits
Reachxfrequency
Merchandise Allowance
39. The greater size of an ad illustration...
Print Media
the more audience attention
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Cooperative Advertising
40. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Cooperative
Contests
Sweepstakes
Sounds that are familiar
41. Approaches to Post-Testing
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Interpersonal influences on consumer behavior
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
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
42. Value of Promotion
Ad research
Competitive
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
43. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Unaided Recall
Frequency
Ones with fewer words
Product Placement
44. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Foreign Media
Local Advertisers
Brand loyalty
45. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Cooperative Advertising
funny ads - but not always for the right reasons
Inquiry Tests
Ones with fewer words
46. Advertisements focused on selling a product or service
Limited-Service Agency
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Product Advertisements
Reference groups
47. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
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)
Case Allowance
Nonpersonal influences on consumer behavior
Flighting (Intermittent) Schedule
48. Define the brand image
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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Recency planning
1. Product Advertisements 2. Institutional Advertisements
49. Scare the consumer into action
Consumer-Oriented Sales Promotions (Consumer Promotions)
Classified Advertising
Reach
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)
50. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Cooperative
STP Marketing (Segmenting - Targeting - Positioning)
Pulse (Burst) Schedule
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate