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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. 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.
Perception
Foreign Media
Digital Interactive Media
Competitive Institutional
2. Stages of ad development
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Reminder Institutional
Rating
Trade-Oriented Sales Promotions (Trade Promotions)
3. Define the brand image
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Perception
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Flighting (Intermittent) Schedule
4. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Flighting (Intermittent) Schedule
Utility
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
5. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Case Allowance
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Direct Mail Advertising
Merchandise Allowance
6. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
CPM
Brand interest
Forgetting Rate
Product Placement
7. Sales promotions that offer a discounted price to the consumer - which encourage trial.
BDI (Brand development index)
Foreign Media
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Coupons
8. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Attitude Tests
Aided Recall
Vertical cooperative advertising
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
9. Simply the percentage of homes exposed to an advertising media
kickers - boldface and italics
Case Allowance
1. Product Advertisements 2. Institutional Advertisements
Rating
10. Promote brand recall
Functional needs
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
creating a picture of the concept they want to convey
11. The cost of reaching 1 - 000 individuals or households with the advertising message.
Permission-Based Advertising
Cost per Thousand (CPM)
Product Advertisements
Exchange
12. The greater size of an ad illustration...
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
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
the more audience attention
thumbnails - roughs - dummies - comprehensives (elaborate draft)
13. How often new buyers enter the market to buy the product.
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Forgetting Rate
Buyer Turnover
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
14. Cost of media buy/targeted audienceX1 - 000
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Product Advertisements
Frequency
CPM-TM
15. Recruit new customers - retain current customers - and regain lost customers
Lead in paragraphs - interior paragraphs - trial close - and close
Buyer Turnover
Purposes of Marketing research
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
16. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Functions of Marketing research
Local Advertisers
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
Direct Mail Advertising
17. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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18. Ads that simply bring the company's name to the attention of its target market again.
Exchange
Reminder Institutional
Rich 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
19. 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.
Interpersonal influences on consumer behavior
Permission-Based Advertising
Sales Advertising
Continuity
20. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Case Allowance
CPM-TM
Continuous (Steady) Schedule
Lead in paragraphs - interior paragraphs - trial close - and close
21. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Print Media
Competitive
Rating
Cooperative
22. Three Common Discounts and Allowances
Outdoor Advertising (Billboard)
Attitudes
audience - ad message itself - communications media - and the product concept
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
23. 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
Print Media
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
Electronic Media
Maslow's hierarchy of needs theory of motivation based on unmet human needs
24. Gross rating points =
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
Comparative
Reachxfrequency
Media vehicle
25. What are the types of subheads?
Frequently use the word 'you'
Coupons
kickers - boldface and italics
CPM
26. What are the standard subjects for ad visuals?
Brand interest
Functional needs
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
Reach
27. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Reminder
Outdoor Advertising (Billboard)
Unaided Recall
audience - ad message itself - communications media - and the product concept
28. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
kickers - boldface and italics
International Media
Institutional Advertising
Limited-Service Agency
29. Tests used to test ad alternatives.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Limited-Service Agency
Portfolio Tests
Forgetting Rate
30. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Cooperative Advertising
Horizontal cooperative advertising
Utility
Premiums
31. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Merchandise Allowance
Classified Advertising
Cost per Thousand (CPM)
Deals
32. Gathering - recording - and analyzing new information to help managers make marketing decisions
Utility
Consumer-Oriented Sales Promotions (Consumer Promotions)
Cooperative
Marketing research
33. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Pulse (Burst) Schedule
Theater Tests
Rossiter & Percy's Fundamental Motives
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
34. Three Approaches to Setting Advertising Schedules
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Rating
Media class
Pioneering
35. 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
Transit Advertising
Digital Interactive Media
STP Marketing (Segmenting - Targeting - Positioning)
36. 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
Transit Advertising (Bus - taxi - and subway advertising)
Functions of Marketing research
Negatively originated (informational) motives
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
37. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Sales Tests
Functions of Marketing research
Trade-Oriented Sales Promotions (Trade Promotions)
Cost per Thousand (CPM)
38. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
In-House Agencies
39. Advertising that promotes a specific brand's features and benefits.
Horizontal cooperative advertising
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Competitive
Segmenting
40. Interactive online advertising.
Case Allowance
Rich Media
Maslow's hierarchy of needs theory of motivation based on unmet human needs
International Media
41. 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)
kickers - boldface and italics
Classified Advertising
Market research
Sales Advertising
42. What are the principles of design?
Habits
Rich Media
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
Reach
43. Ads used for announcements about what a company is - what it can do - and where it is located.
Attitudes
Rating
Reminder Institutional
Pioneering Institutional
44. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Direct Mail Advertising
Rich Media
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Media vehicle
45. Affective Association
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46. 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
International Media
Ad research
CB - The Consumer Decision Process
In-House Agencies
47. Elements of an advertising message
Direct Mail Advertising
Rossiter & Percy's Fundamental Motives
audience - ad message itself - communications media - and the product concept
STP Marketing (Segmenting - Targeting - Positioning)
48. Allow the audience to participate actively & immediately
Coupons
Digital Interactive Media
Transit Advertising
Theater Tests
49. 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
Reach
Brand interest
Pulse (Burst) Schedule
Digital Interactive Media
50. Family - society - reference groups - opinion leaders
Comparative
Trade-Oriented Sales Promotions (Trade Promotions)
Media class
Interpersonal influences on consumer behavior