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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. Offering the product free or at a greatly reduced price.
Competitive Institutional
Nonpersonal influences on consumer behavior
Samples
Rich Media
2. Broad category of media - such as television - radio or newspaper
Media class
Media vehicle
Exchange
International Media
3. 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
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)
Pulse (Burst) Schedule
Perception
4. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
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
Pulse (Burst) Schedule
Utility
Merchandise Allowance
5. What are the principles of design?
Samples
Segmenting
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
Pretests
6. Transform consumption experience
Jury Tests
Brand loyalty
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
Exchange
7. Advertisements focused on selling a product or service
Product Advertisements
Brand interest
Ad research
Direct Mail Advertising
8. Types of Publicity Tools
cognitive dissonance
Theater Tests
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Flighting (Intermittent) Schedule
9. Offers the return of money based on proof of purchase.
Reminder Institutional
Merchandise Allowance
Rebates
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
10. The more frequently a product is purchased - the less repetition is required.
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
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
Reference groups
Purchase Frequency
11. They use Retail Advertising because retail stores account for so much of the market
Sounds that are familiar
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Local Advertisers
Institutional Advertisements
12. Persuade the customer
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
Frequency
Media vehicle
Rating
13. Ads that state the position of a company on an issue.
Purchase Frequency
Sales Advertising
Regular price-line advertising
Advocacy
14. 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.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Interpersonal influences on consumer behavior
Inquiry Tests
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
15. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Contests
Foreign Media
STP Marketing (Segmenting - Targeting - Positioning)
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
16. Visualization/conceptualization
Publicity Tools
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
creating a picture of the concept they want to convey
Comparative
17. 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
In-House Agencies
Ones with fewer words
Opinion leaders
CB - The Consumer Decision Process
18. Simply the percentage of homes exposed to an advertising media
Rating
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Competitive
Regular price-line advertising
19. Form - task - possession - time - place utility
Habits
Jury Tests
Functional needs
Cooperative
20. Elements of an advertising message
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
audience - ad message itself - communications media - and the product concept
Purposes of Marketing research
21. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Sales Tests
Pulse (Burst) Schedule
Post-Tests
Comparative
22. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Institutional Advertising
Coupons
Samples
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
23. Types of audience resonance
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24. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
STP Marketing (Segmenting - Targeting - Positioning)
Electronic Media
Merchandise Allowance
Print Media
25. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
BDI (Brand development index)
Unaided Recall
CB - The Consumer Decision Process
Flighting (Intermittent) Schedule
26. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Attitudes
Deals
Print Media
Exchange
27. 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
Continuity
BDI (Brand development index)
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Functional needs
28. Promote brand recall
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Direct Mail 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
In-House Agencies
29. Duration of an advertising message or campaign over a given period of time - sustains memory
Competitive Institutional
Nonpersonal influences on consumer behavior
Habits
Continuity
30. 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
Local Advertisers
Sales Tests
cognitive dissonance
CB - The Consumer Decision Process
31. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pioneering
STP Marketing (Segmenting - Targeting - Positioning)
Trade-Oriented Sales Promotions (Trade Promotions)
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)
32. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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33. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Frequency
Continuous (Steady) Schedule
Rossiter & Percy's Fundamental Motives
34. The cost of reaching 1 - 000 individuals or households with the advertising message.
Classified Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Cost per Thousand (CPM)
35. Markets are segmented - products are positioned
Segmenting
Positively originated (transformational) motives
Continuous (Steady) Schedule
Unaided Recall
36. Forms of Institutional Advertisements
Merchandise Allowance
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
37. 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
Perception
Electronic Media
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Product Advertisements
38. 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.
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)
Unaided Recall
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
39. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuous (Steady) Schedule
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
Place-Based Media
Interpersonal influences on consumer behavior
40. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Deals
Rebates
Contests
Point-of-Purchase Displays
41. Is our acquired mental position regarding some idea or object
International Media
Participants in the marketing process
Attitudes
Merchandise Allowance
42. Some methods for scheduling media
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Loyalty Programs
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Institutional Advertising
43. 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)
Buyer Turnover
Participants in the marketing process
Classified Advertising
STP Marketing (Segmenting - Targeting - Positioning)
44. Ads promoting the advantages of one product class over another product class and are used in markets where different product classes compete for the same buyers.
audience - ad message itself - communications media - and the product concept
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Habits
Competitive Institutional
45. Merchandise offered free or at a significant discount.
Purposes of Marketing research
Coupons
Permission-Based Advertising
Premiums
46. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
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
Media vehicle
Product Advertisements
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
47. How often new buyers enter the market to buy the product.
Buyer Turnover
Regular price-line advertising
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
International Media
48. 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'
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
Direct Mail Advertising
Print Media
Frequency
49. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Loyalty Programs
Sweepstakes
Media vehicle
Frequency
50. Scare the consumer into action
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Cooperative
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)
Reference groups