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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. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Purchase Frequency
Aided Recall
Full-Service Agency
Pioneering
2. Advertisements focused on selling a product or service
Product Advertisements
In-House Agencies
Pioneering
Product Advertising
3. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Direct Mail Advertising
Print Media
Finance Allowance
Permission-Based Advertising
4. Offers the return of money based on proof of purchase.
Allowances and Discounts
Frequently use the word 'you'
Rebates
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
5. Scare the consumer into action
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Attitude Tests
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
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)
6. 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.
funny ads - but not always for the right reasons
1. Product Advertisements 2. Institutional Advertisements
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
Permission-Based Advertising
7. Advertising used to reinforce previous knowledge of a product.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Premiums
Habits
Reminder
8. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
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
Transit Advertising
Marketing research
Flighting (Intermittent) Schedule
9. 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
Post-Tests
cognitive dissonance
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
10. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Purchase Frequency
Place-Based Media
Trade-Oriented Sales Promotions (Trade Promotions)
11. The more frequently a product is purchased - the less repetition is required.
Interpersonal influences on consumer behavior
Direct Mail Advertising
Purchase Frequency
Publicity Tools
12. 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.
Comparative
Print Media
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Competitive Institutional
13. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Positively originated (transformational) motives
Foreign Media
Ones with fewer words
Theater Tests
14. What does the layout of an ad consist of?
Foreign Media
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Cost per Thousand (CPM)
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
15. Is our acquired mental position regarding some idea or object
Classified Advertising
Attitudes
Deals
creating a picture of the concept they want to convey
16. Informs consumers about services or merchandise offered at regular prices
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Comparative
Loyalty Programs
Regular price-line advertising
17. Some methods for scheduling media
the more audience attention
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
18. 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.
Reminder Institutional
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
Sweepstakes
Permission-Based Advertising
19. Visualization/conceptualization
creating a picture of the concept they want to convey
Contests
CPM-TM
Allowances and Discounts
20. Promote brand recall
Electronic Media
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: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Horizontal cooperative advertising
21. Value of Promotion
Message development - You must create a message that gets into the minds of the consumer and target audience
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Market research
Recency planning
22. The percentage of households in a market that are tuned to a particular TV/radio show.
Rating
In-House Agencies
Portfolio Tests
Functions of Marketing research
23. The greater size of an ad illustration...
the more audience attention
Habits
Integrated Marketing Communications
Negatively originated (informational) motives
24. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Direct Mail Advertising
CPM-TM
25. Ads used for announcements about what a company is - what it can do - and where it is located.
Pioneering Institutional
Outdoor Advertising (Billboard)
Regular price-line advertising
Contests
26. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
International Media
Continuous (Steady) Schedule
27. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Outdoor Advertising (Billboard)
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
In-House Agencies
28. 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)
Reachxfrequency
Unaided Recall
Publicity Tools
Classified Advertising
29. 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.
Finance Allowance
Pretests
thumbnails - roughs - dummies - comprehensives (elaborate draft)
BDI (Brand development index)
30. Tests used to test ad alternatives.
Pioneering
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Samples
Portfolio Tests
31. Three Common Discounts and Allowances
Case Allowance
Aided Recall
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Market research
32. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Sales Advertising
Participants in the marketing process
Buyer Turnover
Cooperative
33. Information gathered about a particular market or market segment
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
Market research
Opinion leaders
Cost per Thousand (CPM)
34. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Institutional Advertisements
Buyer Turnover
Opinion leaders
Continuous (Steady) Schedule
35. 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
Gross Ratings Points (GRPs)
Forgetting Rate
Institutional Advertising
Positively originated (transformational) motives
36. Merchandise offered free or at a significant discount.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Premiums
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Limited-Service Agency
37. Placing items on sale and offering two-for-one specials of other deals
Sales Advertising
Electronic Media
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
38. 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
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
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
Place-Based Media
Reach
39. What kind of ads are most often remembered?
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
In-House Agencies
funny ads - but not always for the right reasons
Case Allowance
40. 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
Electronic Media
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
Contests
Coupons
41. People we try to emulate or whose approval concerns us
Place-Based Media
Reference groups
International Media
Sounds that are familiar
42. 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'
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
Trade-Oriented Sales Promotions (Trade Promotions)
Frequency
Institutional Advertising
43. What are the principles of design?
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Gross Ratings Points (GRPs)
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
Cooperative
44. Gross rating points =
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Loyalty Programs
Frequency
Reachxfrequency
45. Where is the advertising and brand battle won or lost?
Competitive Institutional
Sounds that are familiar
Message development - You must create a message that gets into the minds of the consumer and target audience
International Media
46. The number of different people or households exposed to an ad.
Reach
Competitive Institutional
Participants in the marketing process
Attitude Tests
47. 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.
Cooperative
Opinion leaders
Direct Mail Advertising
Inquiry Tests
48. 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.
Jury Tests
Premiums
Integrated Marketing Communications
Place-Based Media
49. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Post-Tests
Coupons
Institutional Advertising
Functional needs
50. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Forgetting Rate
Transit Advertising (Bus - taxi - and subway advertising)
Attitudes
STP Marketing (Segmenting - Targeting - Positioning)