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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. They use Retail Advertising because retail stores account for so much of the market
Forgetting Rate
Local Advertisers
Purchase Frequency
Case Allowance
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
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
cognitive dissonance
Purposes of Marketing research
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
3. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
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
Attitude Tests
Vertical cooperative advertising
4. Affective Association
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5. Three Common Discounts and Allowances
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Print Media
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. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
6. Interactive online advertising.
Rich Media
Rating
Opinion leaders
International Media
7. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
STP Marketing (Segmenting - Targeting - Positioning)
Jury Tests
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Competitive Institutional
8. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Direct Mail Advertising
Local Advertisers
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
Reachxfrequency
9. Common Advertising Appeals
Local Advertisers
Clearance advertising (a special form of sale advertising)
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
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
10. Where viewers agree to watch a commercial online in exchange for points - samples - or access to premium content - and advertisers only pay for completed views.
audience - ad message itself - communications media - and the product concept
In-House Agencies
Permission-Based Advertising
Clearance advertising (a special form of sale advertising)
11. To make room for new product lines or new models and to get rid of slow-moving lines - floor samples - broken or distressed merchandise - or out of season items
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
Negatively originated (informational) motives
Publicity Tools
Clearance advertising (a special form of sale advertising)
12. Studies such as controlled experiments and consumer purchase tests.
CB - The Consumer Decision Process
Full-Service Agency
Sales Tests
kickers - boldface and italics
13. Joining together in a consistent manner everything that communicates with customers
Integrated Marketing Communications
Opinion leaders
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Limited-Service Agency
14. 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
Horizontal cooperative advertising
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
Rebates
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
15. What does the layout of an ad consist of?
Attitude Tests
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Point-of-Purchase Displays
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
16. 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.
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Attitude Tests
Allowances and Discounts
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
17. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Market research
Habits
Frequency
Point-of-Purchase Displays
18. Family - society - reference groups - opinion leaders
Sounds that are familiar
Interpersonal influences on consumer behavior
Sales Tests
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
19. Stages of ad development
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Rating
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
thumbnails - roughs - dummies - comprehensives (elaborate draft)
20. Tests used to test ad alternatives.
Allowances and Discounts
1. Product Advertisements 2. Institutional Advertisements
Theater Tests
Portfolio Tests
21. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Frequency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Sweepstakes
Loyalty Programs
22. 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.
Cost per Thousand (CPM)
Competitive Institutional
STP Marketing (Segmenting - Targeting - Positioning)
Reach
23. What do the most effective radio commercials use?
Brand interest
Samples
Sounds that are familiar
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
24. Promote brand recall
CB - The Consumer Decision Process
Comparative
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
25. Party Responsible for Carrying Out Advertising Program
Direct Mail Advertising
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Pulse (Burst) Schedule
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
26. Markets are segmented - products are positioned
Segmenting
Continuous (Steady) Schedule
Product Advertising
Portfolio Tests
27. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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28. Consumer needs - product development - assess effectiveness - financial planning and quality control
Perception
Jury Tests
Limited-Service Agency
Functions of Marketing research
29. Is an individual's openness or curiosity about a brand
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Horizontal cooperative advertising
audience - ad message itself - communications media - and the product concept
Brand interest
30. 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)
Flighting (Intermittent) Schedule
Forgetting Rate
Rating
Classified Advertising
31. Advertising showing one brand's strengths relative to its competitors.
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
Functions of Marketing research
Comparative
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
32. The percentage of households in a market that are tuned to a particular TV/radio show.
Rating
Contests
Market research
Cost per Thousand (CPM)
33. Types of audience resonance
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34. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Finance Allowance
Theater Tests
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
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
35. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
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
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Exchange
Functional needs
36. Offering the product free or at a greatly reduced price.
Pretests
the more audience attention
Samples
Cooperative
37. Approaches to Post-Testing
Reach
Pulse (Burst) Schedule
Media class
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
38. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Allowances and Discounts
International Media
Exchange
Full-Service Agency
39. Link key attributes to the brand name
Brand loyalty
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
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
40. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
Reachxfrequency
CPM-TM
Inquiry Tests
41. Offers the return of money based on proof of purchase.
Habits
audience - ad message itself - communications media - and the product concept
Rebates
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
42. How often new buyers enter the market to buy the product.
Portfolio Tests
Buyer Turnover
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
Digital Interactive Media
43. 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
Market research
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Cost per Thousand (CPM)
44. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuous (Steady) Schedule
Pioneering
Rating
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
45. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Cooperative
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
Allowances and Discounts
Competitive Institutional
46. The number of different people or households exposed to an ad.
Direct Mail Advertising
Limited-Service Agency
CB - The Consumer Decision Process
Reach
47. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Integrated Marketing Communications
STP Marketing (Segmenting - Targeting - Positioning)
Flighting (Intermittent) Schedule
Exchange
48. Ads that state the position of a company on an issue.
Advocacy
Foreign Media
Integrated Marketing Communications
audience - ad message itself - communications media - and the product concept
49. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Sounds that are familiar
Sales Tests
Participants in the marketing process
Marketing research
50. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
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
Pulse (Burst) Schedule
Sweepstakes