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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. Types of Publicity Tools
CB - The Consumer Decision Process
Publicity Tools
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
2. 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
Pioneering Institutional
Purchase Frequency
Horizontal cooperative advertising
Pretests
3. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Institutional Advertisements
Horizontal cooperative advertising
Direct Mail Advertising
Classified Advertising
4. What are the positives to newspapers as a form of mass media?
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
Regular price-line advertising
Direct Mail Advertising
Frequency
5. Reimbursing a retailer for extra in-store support or special featuring of the brand.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Merchandise Allowance
Product Placement
Reach
6. 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
Cost per Thousand (CPM)
Message development - You must create a message that gets into the minds of the consumer and target audience
Sales Tests
7. 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
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
Flighting (Intermittent) Schedule
Pretests
8. 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
Product Advertisements
Clearance advertising (a special form of sale advertising)
Utility
Sounds that are familiar
9. Forms of Institutional Advertisements
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
kickers - boldface and italics
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Finance Allowance
10. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Functions of Marketing research
In-House Agencies
Pulse (Burst) Schedule
Publicity Tools
11. Offering the product free or at a greatly reduced price.
1. Product Advertisements 2. Institutional Advertisements
Functions of Marketing research
Publicity Tools
Samples
12. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Post-Tests
Purposes of Marketing research
Foreign Media
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
13. 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
Rating
Direct Mail Advertising
Opinion leaders
14. Advertising used to reinforce previous knowledge of a product.
Outdoor Advertising (Billboard)
Purchase Frequency
Reminder
Vertical cooperative advertising
15. 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
Exchange
Reminder Institutional
cognitive dissonance
Cooperative Advertising
16. Link key attributes to the brand name
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
Habits
Inquiry Tests
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
17. What are the standard subjects for ad visuals?
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
Local Advertisers
Utility
18. 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.
Sales Advertising
Permission-Based Advertising
Habits
Foreign Media
19. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Flighting (Intermittent) Schedule
Institutional Advertisements
Reminder
20. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Limited-Service Agency
Loyalty Programs
Continuous (Steady) Schedule
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
21. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Classified Advertising
Product Placement
Cooperative Advertising
Frequency
22. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
CB - The Consumer Decision Process
Consumer-Oriented Sales Promotions (Consumer Promotions)
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Foreign Media
23. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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24. Form - task - possession - time - place utility
Marketing research
Finance Allowance
Negatively originated (informational) motives
Functional needs
25. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Lead in paragraphs - interior paragraphs - trial close - and close
Point-of-Purchase Displays
Jury Tests
Negatively originated (informational) motives
26. Is an individual's openness or curiosity about a brand
Brand interest
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Integrated Marketing Communications
Unaided Recall
27. Made up of the company's own advertising staff. They may provide full services or limited services.
Case Allowance
Exchange
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
In-House Agencies
28. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
CB - The Consumer Decision Process
Exchange
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
Ones with fewer words
29. 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.
Attitude Tests
Point-of-Purchase Displays
Samples
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
30. Forms of Product Advertising
Purposes of Marketing research
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
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Comparative
31. 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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Interpersonal influences on consumer behavior
Advocacy
32. What is the best way to grab attention in an ad?
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33. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
Coupons
Publicity Tools
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
34. Party Responsible for Carrying Out Advertising Program
Regular price-line advertising
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
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
35. Stages of ad development
Institutional Advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Negatively originated (informational) motives
Inquiry Tests
36. Types of Advertisements
CB - The Consumer Decision Process
1. Product Advertisements 2. Institutional Advertisements
Foreign Media
Rossiter & Percy's Fundamental Motives
37. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Institutional Advertisements
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
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
38. Information gathered about a particular market or market segment
Market research
Samples
Brand loyalty
Purposes of Marketing research
39. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Participants in the marketing process
Sounds that are familiar
Sales Advertising
Reference groups
40. Broad category of media - such as television - radio or newspaper
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Media class
International Media
Positively originated (transformational) motives
41. Where is the advertising and brand battle won or lost?
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)
Message development - You must create a message that gets into the minds of the consumer and target audience
Premiums
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
42. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Place-Based Media
Rossiter & Percy's Fundamental Motives
Rebates
Pulse (Burst) Schedule
43. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Frequency
Ones with fewer words
44. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Foreign Media
Print Media
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
45. Cost of media buy/targeted audienceX1 - 000
CPM-TM
Loyalty Programs
Cost per Thousand (CPM)
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
46. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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47. Advertising that promotes a specific brand's features and benefits.
Competitive
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
CPM-TM
Frequency
48. Tests used to test ad alternatives.
Ones with fewer words
Portfolio Tests
Pretests
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
49. Promote brand recall
Digital Interactive Media
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
Point-of-Purchase Displays
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
50. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
Digital Interactive Media
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