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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. Informs consumers about services or merchandise offered at regular prices
Jury Tests
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Reference groups
Regular price-line advertising
2. Consumer needs - product development - assess effectiveness - financial planning and quality control
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
Functions of Marketing research
funny ads - but not always for the right reasons
Trade-Oriented Sales Promotions (Trade Promotions)
3. Ads used for announcements about what a company is - what it can do - and where it is located.
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
Pioneering Institutional
Digital Interactive Media
CPM
4. Advertising used to reinforce previous knowledge of a product.
Reminder
Exchange
Rich Media
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
5. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Positively originated (transformational) motives
Merchandise Allowance
Post-Tests
Clearance advertising (a special form of sale advertising)
6. Situate the brand socially
Reminder
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
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
Forgetting Rate
7. Value of Promotion
Limited-Service Agency
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Theater Tests
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
8. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Full-Service Agency
Coupons
Flighting (Intermittent) Schedule
Point-of-Purchase Displays
9. Allow the audience to participate actively & immediately
Cost per Thousand (CPM)
Digital Interactive Media
Full-Service 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
10. The cost of reaching 1 - 000 individuals or households with the advertising message.
Maslow's hierarchy of needs theory of motivation based on unmet human needs
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Gross Ratings Points (GRPs)
Cost per Thousand (CPM)
11. 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.
Perception
Pretests
Post-Tests
Consumer-Oriented Sales Promotions (Consumer Promotions)
12. 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.
Inquiry Tests
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
Flighting (Intermittent) Schedule
Perception
13. Types of audience resonance
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14. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Point-of-Purchase Displays
Gross Ratings Points (GRPs)
BDI (Brand development index)
Finance Allowance
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
cognitive dissonance
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Forgetting Rate
STP Marketing (Segmenting - Targeting - Positioning)
16. Family - society - reference groups - opinion leaders
Interpersonal influences on consumer behavior
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Purchase Frequency
Rebates
17. Form - task - possession - time - place utility
Attitude Tests
Functional needs
Reach
Samples
18. 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
Competitive
Point-of-Purchase Displays
CB - The Consumer Decision Process
Opinion leaders
19. Time - place of sale - environment
Classified Advertising
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
Cooperative Advertising
Nonpersonal influences on consumer behavior
20. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Merchandise Allowance
Pioneering Institutional
Pioneering
Publicity Tools
21. Affective Association
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22. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
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
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Opinion leaders
Finance Allowance
23. Information gathered about a particular market or market segment
Rebates
Market research
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
thumbnails - roughs - dummies - comprehensives (elaborate draft)
24. Gross rating points =
Clearance advertising (a special form of sale advertising)
Interpersonal influences on consumer behavior
Transit Advertising (Bus - taxi - and subway advertising)
Reachxfrequency
25. Simply the percentage of homes exposed to an advertising media
Outdoor Advertising (Billboard)
Unaided Recall
Rating
Samples
26. Offers the return of money based on proof of purchase.
Nonpersonal influences on consumer behavior
Rebates
Interpersonal influences on consumer behavior
Product Placement
27. Where is the advertising and brand battle won or lost?
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. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Message development - You must create a message that gets into the minds of the consumer and target audience
Reachxfrequency
28. Broad category of media - such as television - radio or newspaper
Transit Advertising
kickers - boldface and italics
Vertical cooperative advertising
Media class
29. Ads on the interior and exterior of busses - subways - and taxis.
Print Media
Transit Advertising
CPM
Recency planning
30. 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.
Utility
Product Advertisements
Pretests
audience - ad message itself - communications media - and the product concept
31. Influencing the brand choice of consumers who are 'ready to buy'
Outdoor Advertising (Billboard)
Recency planning
Media class
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
32. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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33. What are the kinds of copy you can have in an ad?
Habits
Print Media
Outdoor Advertising (Billboard)
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
34. Is the products ability to satisfy both functional needs & symbolic wants
Utility
Brand loyalty
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Continuous (Steady) Schedule
35. Indicates the sales potential of a particular brand in a specific market area = percent of the brand's total U.S sales in the area/Percent of total U.S population in the areaX100
Vertical cooperative advertising
Forgetting Rate
Product Placement
BDI (Brand development index)
36. What are the types of subheads?
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
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
International Media
kickers - boldface and italics
37. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Continuous (Steady) Schedule
Trade-Oriented Sales Promotions (Trade Promotions)
Finance Allowance
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
38. Types of Publicity Tools
audience - ad message itself - communications media - and the product concept
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
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
Regular price-line advertising
39. Duration of an advertising message or campaign over a given period of time - sustains memory
Continuity
Recency planning
Vertical cooperative advertising
1. Product Advertisements 2. Institutional Advertisements
40. What are the principles of design?
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
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Segmenting
Contests
41. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Buyer Turnover
Cost per Thousand (CPM)
Aided Recall
Case Allowance
42. What is the best way to grab attention in an ad?
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43. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Cooperative
Premiums
Media vehicle
44. Advertising that promotes a specific brand's features and benefits.
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
Opinion leaders
Cooperative Advertising
Competitive
45. 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)
Foreign Media
cognitive dissonance
46. A discount on each case ordered during a specific time period.
Cooperative Advertising
cognitive dissonance
Case Allowance
Participants in the marketing process
47. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Full-Service Agency
Frequently use the word 'you'
Rebates
Product Placement
48. Is an individual's openness or curiosity about a brand
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Sales Advertising
Brand interest
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
49. What do the most effective radio commercials use?
Sales Tests
Ad research
Negatively originated (informational) motives
Sounds that are familiar
50. What kinds of ads resonate more?
Publicity Tools
Electronic Media
Regular price-line advertising
Ones with fewer words