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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 placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Competitive
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
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
Place-Based Media
2. Customer's perception of product/service; sometimes advertisers need to change those perceptions. As well as seller's perception of customer's needs - wants - objectives.
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
Media vehicle
Perception
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
3. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Full-Service Agency
Purposes of Marketing research
Product Placement
Publicity Tools
4. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Publicity Tools
cognitive dissonance
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Frequency
5. 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.
Product Advertisements
Unaided Recall
In-House Agencies
Outdoor Advertising (Billboard)
6. Transform consumption experience
kickers - boldface and italics
Continuity
Permission-Based Advertising
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
7. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Transit Advertising (Bus - taxi - and subway advertising)
Post-Tests
Consumer-Oriented Sales Promotions (Consumer Promotions)
Reminder Institutional
8. Interactive online advertising.
Sales Advertising
Rich Media
Positively originated (transformational) motives
Nonpersonal influences on consumer behavior
9. The average number of times a person in the target audience is exposed to an ad.
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
Frequency
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Lead in paragraphs - interior paragraphs - trial close - and close
10. Types of Advertisements
Purposes of Marketing research
Transit Advertising (Bus - taxi - and subway advertising)
1. Product Advertisements 2. Institutional Advertisements
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
11. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Electronic Media
CB - The Consumer Decision Process
Print Media
Point-of-Purchase Displays
12. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Jury Tests
Rebates
Electronic Media
Contests
13. The speed which buyers forget the brand if advertising is not seen.
Direct Mail Advertising
Product Placement
1. Product Advertisements 2. Institutional Advertisements
Forgetting Rate
14. Form - task - possession - time - place utility
Inquiry Tests
Functional needs
Jury Tests
Print Media
15. Promote brand recall
Reach
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Limited-Service Agency
Trade-Oriented Sales Promotions (Trade Promotions)
16. Party Responsible for Carrying Out Advertising Program
Functional needs
Message development - You must create a message that gets into the minds of the consumer and target audience
Brand loyalty
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
17. 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.
Marketing research
Limited-Service Agency
Allowances and Discounts
Product Advertising
18. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Brand interest
Point-of-Purchase Displays
Transit Advertising (Bus - taxi - and subway advertising)
1. Product Advertisements 2. Institutional Advertisements
19. Ads in magazines can be strategically placed in these places...
Coupons
bleed pages - inserts - covers - front - inside front - inside back - and outside back
cognitive dissonance
audience - ad message itself - communications media - and the product concept
20. A discount on each case ordered during a specific time period.
Case Allowance
Inquiry Tests
Reminder
Rich Media
21. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Ones with fewer words
Utility
Finance Allowance
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
22. Offering the product free or at a greatly reduced price.
Attitude Tests
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Ones with fewer words
Samples
23. Advertising that promotes a specific brand's features and benefits.
Merchandise Allowance
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
Competitive
the more audience attention
24. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Negatively originated (informational) motives
Reach
Full-Service Agency
Consumer-Oriented Sales Promotions (Consumer Promotions)
25. The greater size of an ad illustration...
the more audience attention
Case Allowance
Ad research
Advocacy
26. Types of audience resonance
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27. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Coupons
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Continuous (Steady) Schedule
Rating
28. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Merchandise Allowance
Ad research
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Rating
29. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Interpersonal influences on consumer behavior
STP Marketing (Segmenting - Targeting - Positioning)
bleed pages - inserts - covers - front - inside front - inside back - and outside back
30. 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
Print Media
Reach
Competitive Institutional
Trade-Oriented Sales Promotions (Trade Promotions)
31. What are the types of Formatting the Body Copy?
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Rich Media
Recency planning
Lead in paragraphs - interior paragraphs - trial close - and close
32. Advertising showing one brand's strengths relative to its competitors.
Comparative
1. Product Advertisements 2. Institutional Advertisements
Product Placement
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
33. Where is the advertising and brand battle won or lost?
Advocacy
Frequency
Message development - You must create a message that gets into the minds of the consumer and target audience
Digital Interactive Media
34. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Unaided Recall
Segmenting
Institutional Advertising
kickers - boldface and italics
35. What are the principles of design?
Full-Service Agency
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
Lead in paragraphs - interior paragraphs - trial close - and close
Classified Advertising
36. Changing behavior by inducing anxiety
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
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Product Placement
37. Three Common Discounts and Allowances
Sales Tests
Purchase Frequency
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
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. 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.
Advocacy
Inquiry Tests
Sweepstakes
Full-Service Agency
39. Three Approaches to Setting Advertising Schedules
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
Pretests
Institutional Advertising
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
40. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Aided Recall
Allowances and Discounts
Foreign Media
Product Placement
41. The number of different people or households exposed to an ad.
Brand loyalty
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)
Reach
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
42. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Reach
Full-Service Agency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Institutional Advertising
43. Persuade the customer
Horizontal cooperative advertising
Classified Advertising
Finance Allowance
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
44. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Continuity
Cooperative Advertising
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Transit Advertising
45. What are the types of headlines?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Classified Advertising
Sales Tests
46. What is the best way to grab attention in an ad?
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47. 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
Unaided Recall
Trade-Oriented Sales Promotions (Trade Promotions)
Rating
Horizontal cooperative advertising
48. Link key attributes to the brand name
International Media
Unaided Recall
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
Jury Tests
49. Tests used to test ad alternatives.
Brand interest
Rich Media
Portfolio Tests
Institutional Advertising
50. Types of Publicity Tools
Competitive Institutional
Competitive
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Product Advertising