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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. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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2. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Trade-Oriented Sales Promotions (Trade Promotions)
funny ads - but not always for the right reasons
Negatively originated (informational) motives
Ad research
3. Some methods for scheduling media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Clearance advertising (a special form of sale advertising)
Publicity Tools
Cooperative Advertising
4. The average number of times a person in the target audience is exposed to an ad.
Coupons
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
Inquiry Tests
5. What are the types of subheads?
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
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
kickers - boldface and italics
Place-Based Media
6. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
Advocacy
Direct Mail Advertising
Finance Allowance
7. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
creating a picture of the concept they want to convey
Pulse (Burst) Schedule
Contests
Electronic Media
8. What are the standard subjects for ad visuals?
Frequency
cognitive dissonance
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
Cost per Thousand (CPM)
9. Placing items on sale and offering two-for-one specials of other deals
Continuity
Premiums
Sales Advertising
STP Marketing (Segmenting - Targeting - Positioning)
10. Ads that state the position of a company on an issue.
Advocacy
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
the more audience attention
Reach
11. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Finance Allowance
Publicity Tools
Habits
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
12. Form - task - possession - time - place utility
Functional needs
Institutional Advertisements
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Product Advertisements
13. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Foreign Media
cognitive dissonance
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Purchase Frequency
14. 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
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Electronic Media
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
15. What are the types of headlines?
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
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
1. Product Advertisements 2. Institutional Advertisements
16. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Reference groups
Rating
Loyalty Programs
17. Ads used for announcements about what a company is - what it can do - and where it is located.
Attitudes
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
Pioneering Institutional
Exchange
18. The more frequently a product is purchased - the less repetition is required.
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Purchase Frequency
Transit Advertising (Bus - taxi - and subway advertising)
19. 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
Clearance advertising (a special form of sale advertising)
cognitive dissonance
Product Advertising
Negatively originated (informational) motives
20. The greater size of an ad illustration...
Coupons
Frequency
Institutional Advertisements
the more audience attention
21. Types of Advertisements
CPM-TM
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
1. Product Advertisements 2. Institutional Advertisements
Permission-Based Advertising
22. Changing behavior by inducing anxiety
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Rating
Pioneering
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
23. 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
Digital Interactive Media
Recency planning
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
CB - The Consumer Decision Process
24. Cost of media buy/targeted audienceX1 - 000
Exchange
CPM-TM
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Brand loyalty
25. 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
Frequently use the word 'you'
Continuous (Steady) Schedule
Exchange
26. 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
Merchandise Allowance
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Samples
27. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Case Allowance
Pulse (Burst) Schedule
Exchange
Trade-Oriented Sales Promotions (Trade Promotions)
28. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Media class
STP Marketing (Segmenting - Targeting - Positioning)
International Media
29. What kind of ads are most often remembered?
Reach
funny ads - but not always for the right reasons
Rating
Transit Advertising (Bus - taxi - and subway advertising)
30. 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
Frequently use the word 'you'
Allowances and Discounts
Product Placement
Horizontal cooperative advertising
31. Three Approaches to Setting Advertising Schedules
Utility
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
32. 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
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
Rating
Reach
audience - ad message itself - communications media - and the product concept
33. Offers the return of money based on proof of purchase.
Brand interest
Rebates
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Reach
34. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Purposes of Marketing research
Sweepstakes
Place-Based Media
Direct Mail Advertising
35. Define the brand image
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
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
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
36. 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.
Pioneering Institutional
Theater Tests
Flighting (Intermittent) Schedule
Pretests
37. What is the best way to grab attention in an ad?
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38. Gross rating points =
Unaided Recall
Reachxfrequency
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
Perception
39. Made up of the company's own advertising staff. They may provide full services or limited services.
In-House Agencies
Brand loyalty
Rating
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
40. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Institutional Advertising
Perception
BDI (Brand development index)
Brand loyalty
41. What are the positives to newspapers as a form of mass media?
CPM
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)
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
42. 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.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Competitive Institutional
1. Product Advertisements 2. Institutional Advertisements
CB - The Consumer Decision Process
43. Link key attributes to the brand name
Ad research
BDI (Brand development index)
Portfolio 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
44. Factors of Scheduling Advertising
Direct Mail Advertising
Rating
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
45. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Purchase Frequency
Reachxfrequency
Exchange
CPM
46. Advertisements that tell people what a product is - what it can do - and where it can be found.
Sounds that are familiar
Advocacy
Reminder
Pioneering
47. Types of Publicity Tools
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Theater Tests
Classified Advertising
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
48. The percentage of households in a market that are tuned to a particular TV/radio show.
Rating
Full-Service Agency
Unaided Recall
Continuity
49. Where is the advertising and brand battle won or lost?
Electronic Media
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
Message development - You must create a message that gets into the minds of the consumer and target audience
Pioneering
50. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CPM
creating a picture of the concept they want to convey
Coupons
CB - The Consumer Decision Process