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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. Approaches to Post-Testing
BDI (Brand development index)
Media vehicle
Foreign Media
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
2. 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
Negatively originated (informational) motives
Institutional Advertisements
cognitive dissonance
CPM
3. What are the function of headlines?
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
Message development - You must create a message that gets into the minds of the consumer and target audience
Habits
Lead in paragraphs - interior paragraphs - trial close - and close
4. What are the types of subheads?
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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
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
kickers - boldface and italics
5. Merchandise offered free or at a significant discount.
Premiums
Ones with fewer words
Functions of Marketing research
Theater Tests
6. Reach (% of total market) x Frequency
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Gross Ratings Points (GRPs)
Samples
Reference groups
7. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
creating a picture of the concept they want to convey
Participants in the marketing process
kickers - boldface and italics
Rossiter & Percy's Fundamental Motives
8. Ads on the interior and exterior of busses - subways - and taxis.
Pulse (Burst) Schedule
Foreign Media
CB - The Consumer Decision Process
Transit Advertising
9. Content advertising
Sales Tests
Electronic Media
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
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
10. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Participants in the marketing process
STP Marketing (Segmenting - Targeting - Positioning)
Samples
Cooperative
11. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pioneering
Product Advertisements
Consumer-Oriented Sales Promotions (Consumer Promotions)
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
12. Offers the return of money based on proof of purchase.
Rebates
Functions of Marketing research
Direct Mail Advertising
Cooperative Advertising
13. Common Advertising Appeals
cognitive dissonance
Brand loyalty
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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. 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
Negatively originated (informational) motives
Reach
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
Exchange
15. Simply the percentage of homes exposed to an advertising media
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Transit Advertising (Bus - taxi - and subway advertising)
Rating
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
16. Allow the audience to participate actively & immediately
International Media
Inquiry Tests
STP Marketing (Segmenting - Targeting - Positioning)
Digital Interactive Media
17. 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)
Functional needs
Attitude Tests
Classified Advertising
Market research
18. Duration of an advertising message or campaign over a given period of time - sustains memory
Competitive Institutional
Ad research
Samples
Continuity
19. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Integrated Marketing Communications
Digital Interactive Media
Print Media
creating a picture of the concept they want to convey
20. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Media class
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Place-Based Media
Market research
21. What kind of ads are most often remembered?
funny ads - but not always for the right reasons
Aided Recall
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Regular price-line advertising
22. Respondents are asked questions to measure changes in their attitudes after an ad campaign - such as whether they have a more favorable attitude toward the product advertised.
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
Attitude Tests
Consumer-Oriented Sales Promotions (Consumer Promotions)
Purchase Frequency
23. Changing behavior by inducing anxiety
Rossiter & Percy's Fundamental Motives
Coupons
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) 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
24. Three Common Discounts and Allowances
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Reference groups
Buyer Turnover
25. Transform consumption experience
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
CPM
Sales Tests
Maslow's hierarchy of needs theory of motivation based on unmet human needs
26. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Cooperative Advertising
Buyer Turnover
Premiums
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
27. The number of different people or households exposed to an ad.
Exchange
Reach
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
Marketing research
28. What are the types of Formatting the Body Copy?
Limited-Service Agency
Reference groups
cognitive dissonance
Lead in paragraphs - interior paragraphs - trial close - and close
29. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Transit Advertising
Nonpersonal influences on consumer behavior
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Finance Allowance
30. Affective Association
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31. Forms of Institutional Advertisements
Contests
Recency planning
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
32. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CPM
Lead in paragraphs - interior paragraphs - trial close - and close
Sales Tests
Cooperative Advertising
33. 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
Regular price-line advertising
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Post-Tests
34. Advertising used to reinforce previous knowledge of a product.
Classified Advertising
Reminder
Rossiter & Percy's Fundamental Motives
Attitude Tests
35. Family - society - reference groups - opinion leaders
Media class
International Media
Interpersonal influences on consumer behavior
thumbnails - roughs - dummies - comprehensives (elaborate draft)
36. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
CB - The Consumer Decision Process
Nonpersonal influences on consumer behavior
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Media vehicle
37. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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38. Advertising showing one brand's strengths relative to its competitors.
Reach
Comparative
Product Advertisements
Loyalty Programs
39. Studies such as controlled experiments and consumer purchase tests.
Inquiry Tests
Sales Tests
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
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
40. Placing items on sale and offering two-for-one specials of other deals
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Reminder
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Sales Advertising
41. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Attitudes
Exchange
Marketing research
Frequency
42. Define the brand image
Institutional Advertising
Place-Based Media
Pioneering
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
43. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Trade-Oriented Sales Promotions (Trade Promotions)
Brand loyalty
Reminder
Positively originated (transformational) motives
44. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Point-of-Purchase Displays
Forgetting Rate
Competitive Institutional
Consumer-Oriented Sales Promotions (Consumer Promotions)
45. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Publicity Tools
creating a picture of the concept they want to convey
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
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
46. Markets are segmented - products are positioned
Forgetting Rate
Vertical cooperative advertising
Segmenting
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
47. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Participants in the marketing process
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Print Media
Flighting (Intermittent) Schedule
48. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Electronic Media
Habits
49. They use Retail Advertising because retail stores account for so much of the market
Brand loyalty
In-House Agencies
Reachxfrequency
Local Advertisers
50. 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
Continuity
Cost per Thousand (CPM)
Electronic Media
Finance Allowance