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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. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Habits
Reminder
Sales Advertising
Rich Media
2. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Permission-Based Advertising
Media class
Merchandise Allowance
Market research
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
Direct Mail Advertising
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
Electronic Media
Perception
4. Studies such as controlled experiments and consumer purchase tests.
Portfolio Tests
Market research
Sales Tests
Inquiry Tests
5. Promotes a specific product or service and stimulates short term action while building awareness of the business
Outdoor Advertising (Billboard)
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
Portfolio Tests
Product Advertising
6. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Pulse (Burst) Schedule
Full-Service Agency
Local Advertisers
Marketing research
7. What does the layout of an ad consist of?
Place-Based Media
Vertical cooperative advertising
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
8. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Nonpersonal influences on consumer behavior
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)
Brand loyalty
Contests
9. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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10. To make room for new product lines or new models and to get rid of slow-moving lines - floor samples - broken or distressed merchandise - or out of season items
Limited-Service Agency
Clearance advertising (a special form of sale advertising)
Deals
Habits
11. Types of Publicity Tools
Reminder
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Pretests
Continuity
12. Forms of Institutional Advertisements
Digital Interactive Media
Unaided Recall
Cost per Thousand (CPM)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
13. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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14. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Post-Tests
Attitudes
Direct Mail Advertising
1. Product Advertisements 2. Institutional Advertisements
15. 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
Direct Mail Advertising
Post-Tests
Positively originated (transformational) 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
16. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cost per Thousand (CPM)
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
CPM-TM
Sweepstakes
17. Is the products ability to satisfy both functional needs & symbolic wants
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
Utility
Theater Tests
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
18. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Publicity Tools
Continuity
Rebates
Frequency
19. What are the kinds of copy you can have in an ad?
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Frequency
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
Cooperative
20. Where is the advertising and brand battle won or lost?
Message development - You must create a message that gets into the minds of the consumer and target audience
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
Pulse (Burst) Schedule
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
21. People we try to emulate or whose approval concerns us
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
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Reference groups
Brand interest
22. How often new buyers enter the market to buy the product.
Flighting (Intermittent) Schedule
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Buyer Turnover
Finance Allowance
23. Three Approaches to Setting Advertising Schedules
Rating
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
24. 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
Rating
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Functional needs
25. 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.
Pretests
Perception
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
Media class
26. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media class
Finance Allowance
Media vehicle
Negatively originated (informational) motives
27. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Frequency
Cooperative Advertising
Theater Tests
BDI (Brand development index)
28. Allow the audience to participate actively & immediately
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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
Media vehicle
Digital Interactive Media
29. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CPM
Samples
Cooperative Advertising
Local Advertisers
30. 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
Rating
CB - The Consumer Decision Process
Forgetting Rate
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
31. Measures the intensity of a media schedule - based on repeated exposures to the medium (important for memory) - effective frequency is considered somewhere between 'awareness' and 'overexposure'
Frequency
Local Advertisers
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
Finance Allowance
32. Made up of the company's own advertising staff. They may provide full services or limited services.
Place-Based Media
Rich Media
In-House Agencies
Limited-Service Agency
33. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Competitive Institutional
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Continuous (Steady) Schedule
Theater Tests
34. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Competitive
Vertical cooperative advertising
Allowances and Discounts
Continuous (Steady) Schedule
35. Advertising that promotes a specific brand's features and benefits.
Cooperative
Competitive
Utility
Finance Allowance
36. 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.
Habits
Foreign Media
Brand loyalty
Jury Tests
37. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Rich Media
Finance Allowance
STP Marketing (Segmenting - Targeting - Positioning)
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
38. 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.
Perception
Attitude Tests
Vertical cooperative advertising
Sales Advertising
39. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
audience - ad message itself - communications media - and the product concept
Jury Tests
Ad research
Aided Recall
40. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Finance Allowance
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Transit Advertising (Bus - taxi - and subway advertising)
41. Placing items on sale and offering two-for-one specials of other deals
Sales Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
cognitive dissonance
Functions of Marketing research
42. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Rich Media
Institutional Advertisements
Product Placement
Reminder
43. What is the best way to grab attention in an ad?
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44. 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)
Competitive
Media vehicle
45. Ads that simply bring the company's name to the attention of its target market again.
Gross Ratings Points (GRPs)
Reminder Institutional
Reminder
Permission-Based Advertising
46. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Institutional Advertisements
kickers - boldface and italics
Premiums
47. 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.
Ones with fewer words
Limited-Service Agency
Reachxfrequency
Full-Service Agency
48. Ads on the interior and exterior of busses - subways - and taxis.
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
Media class
Buyer Turnover
Transit Advertising
49. Elements of an advertising message
Horizontal cooperative advertising
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
Loyalty Programs
50. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Purchase Frequency
Loyalty Programs
Interpersonal influences on consumer behavior
funny ads - but not always for the right reasons