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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. The average number of times a person in the target audience is exposed to an ad.
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
Purposes of Marketing research
Frequency
Theater Tests
2. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
Attitude Tests
Rebates
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
3. 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
Portfolio Tests
CB - The Consumer Decision Process
Gross Ratings Points (GRPs)
Reach
4. 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.
Frequency
Rating
Perception
Reach
5. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Inquiry Tests
Place-Based Media
Ones with fewer words
International Media
6. 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.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Marketing research
Functional needs
Inquiry Tests
7. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
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)
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Aided Recall
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
8. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Frequently use the word 'you'
Regular price-line advertising
Institutional Advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
9. Studies such as controlled experiments and consumer purchase tests.
Trade-Oriented Sales Promotions (Trade Promotions)
Positively originated (transformational) motives
In-House Agencies
Sales Tests
10. People we try to emulate or whose approval concerns us
CPM-TM
Advocacy
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Reference groups
11. 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
Jury Tests
Media vehicle
Reach
Publicity Tools
12. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
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
Horizontal cooperative advertising
CPM
Frequently use the word 'you'
13. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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14. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Publicity Tools
Foreign Media
Theater Tests
Contests
15. The percentage of households in a market that are tuned to a particular TV/radio show.
Rating
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
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
Institutional Advertisements
16. Persuade the customer
Local Advertisers
Rossiter & Percy's Fundamental Motives
Reminder Institutional
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
17. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
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
Buyer Turnover
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Consumer-Oriented Sales Promotions (Consumer Promotions)
18. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Ad research
BDI (Brand development index)
Rating
Samples
19. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
1. Product Advertisements 2. Institutional Advertisements
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
20. The more frequently a product is purchased - the less repetition is required.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Purchase Frequency
Competitive Institutional
In-House Agencies
21. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Institutional Advertisements
Foreign Media
Frequently use the word 'you'
Clearance advertising (a special form of sale advertising)
22. What are the positives to newspapers as a form of mass media?
Institutional Advertisements
Opinion leaders
Rich Media
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
23. Markets are segmented - products are positioned
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Pulse (Burst) Schedule
Attitude Tests
Segmenting
24. Ads that simply bring the company's name to the attention of its target market again.
Outdoor Advertising (Billboard)
Print Media
Cooperative
Reminder Institutional
25. Changing behavior by inducing anxiety
cognitive dissonance
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. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Rich Media
26. 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.
Marketing research
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
Sweepstakes
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
27. 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.
Sounds that are familiar
Unaided Recall
Message development - You must create a message that gets into the minds of the consumer and target audience
cognitive dissonance
28. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
Rating
Direct Mail Advertising
creating a picture of the concept they want to convey
29. What is the best way to grab attention in an ad?
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30. What kind of ads are most often remembered?
Ones with fewer words
Interpersonal influences on consumer behavior
funny ads - but not always for the right reasons
Clearance advertising (a special form of sale advertising)
31. Three Common Discounts and Allowances
Continuous (Steady) Schedule
Functional needs
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
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
32. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
BDI (Brand development index)
Inquiry Tests
Rebates
Print Media
33. Where is the advertising and brand battle won or lost?
thumbnails - roughs - dummies - comprehensives (elaborate draft)
creating a picture of the concept they want to convey
Outdoor Advertising (Billboard)
Message development - You must create a message that gets into the minds of the consumer and target audience
34. Information gathered about a particular market or market segment
Advocacy
Transit Advertising
Point-of-Purchase Displays
Market research
35. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Merchandise Allowance
Deals
Reachxfrequency
kickers - boldface and italics
36. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Functions of Marketing research
Continuous (Steady) Schedule
kickers - boldface and italics
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
37. Offers the return of money based on proof of purchase.
Brand loyalty
Lead in paragraphs - interior paragraphs - trial close - and close
Rebates
Pretests
38. 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
Reminder
Message development - You must create a message that gets into the minds of the consumer and target audience
Regular price-line advertising
Electronic Media
39. Forms of Product Advertising
Integrated Marketing Communications
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
40. Types of audience resonance
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41. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Transit Advertising (Bus - taxi - and subway advertising)
Opinion leaders
Clearance advertising (a special form of sale advertising)
42. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Integrated Marketing Communications
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Purposes of Marketing research
Participants in the marketing process
43. Stages of ad development
Frequency
thumbnails - roughs - dummies - comprehensives (elaborate draft)
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
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
44. Joining together in a consistent manner everything that communicates with customers
In-House Agencies
Integrated Marketing Communications
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
Interpersonal influences on consumer behavior
45. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Sales Tests
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Deals
Contests
46. Advertising used to reinforce previous knowledge of a product.
Contests
Reach
Local Advertisers
Reminder
47. Time - place of sale - environment
CB - The Consumer Decision Process
Case Allowance
Reminder Institutional
Nonpersonal influences on consumer behavior
48. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Rich Media
Rebates
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
Foreign Media
49. Situate the brand socially
creating a picture of the concept they want to convey
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
Competitive Institutional
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
50. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Flighting (Intermittent) Schedule
Trade-Oriented Sales Promotions (Trade Promotions)
Competitive Institutional
Cost per Thousand (CPM)