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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. Recruit new customers - retain current customers - and regain lost customers
Comparative
Purposes of Marketing research
Rich Media
Media vehicle
2. Measures the intensity of a media schedule - based on repeated exposures to the medium (important for memory) - effective frequency is considered somewhere between 'awareness' and 'overexposure'
Place-Based Media
Frequency
Coupons
Exchange
3. 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.
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
Sweepstakes
Finance Allowance
Comparative
4. 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
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
cognitive dissonance
Pulse (Burst) Schedule
Purposes of Marketing research
5. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Loyalty Programs
Print Media
Publicity Tools
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
6. Ads that state the position of a company on an issue.
Advocacy
Print Media
Full-Service Agency
Theater Tests
7. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Outdoor Advertising (Billboard)
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
Print Media
Sweepstakes
8. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
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) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Habits
Negatively originated (informational) motives
9. Define the brand image
Brand loyalty
Competitive
Utility
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
10. 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
Classified Advertising
Clearance advertising (a special form of sale advertising)
Exchange
Consumer-Oriented Sales Promotions (Consumer Promotions)
11. Three Common Discounts and Allowances
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Product Placement
12. Advertising that promotes a specific brand's features and benefits.
Samples
Pretests
Purposes of Marketing research
Competitive
13. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Premiums
Coupons
1. Product Advertisements 2. Institutional Advertisements
Segmenting
14. What are the types of subheads?
Nonpersonal influences on consumer behavior
kickers - boldface and italics
Merchandise Allowance
Positively originated (transformational) motives
15. Advertising showing one brand's strengths relative to its competitors.
Utility
Positively originated (transformational) motives
Outdoor Advertising (Billboard)
Comparative
16. Advertisements focused on selling a product or service
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
the more audience attention
Product Advertisements
Reach
17. Tests used to test ad alternatives.
Classified Advertising
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
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
Portfolio Tests
18. 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
Continuous (Steady) Schedule
Competitive Institutional
Exchange
19. What kind of ads are most often remembered?
funny ads - but not always for the right reasons
Competitive Institutional
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
1. Product Advertisements 2. Institutional Advertisements
20. Advertisements that tell people what a product is - what it can do - and where it can be found.
STP Marketing (Segmenting - Targeting - Positioning)
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Rating
Pioneering
21. 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.
Participants in the marketing process
Horizontal cooperative advertising
Marketing research
Attitude Tests
22. What does the layout of an ad consist of?
Frequency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Rich Media
Electronic Media
23. The more frequently a product is purchased - the less repetition is required.
Frequently use the word 'you'
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
Purchase Frequency
24. 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
Pretests
audience - ad message itself - communications media - and the product concept
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
25. Form - task - possession - time - place utility
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Functional needs
Premiums
bleed pages - inserts - covers - front - inside front - inside back - and outside back
26. Ads used for announcements about what a company is - what it can do - and where it is located.
Vertical cooperative advertising
Post-Tests
Pioneering Institutional
Maslow's hierarchy of needs theory of motivation based on unmet human needs
27. 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
Regular price-line advertising
Ad research
Foreign Media
28. Advertising used to reinforce previous knowledge of a product.
Reminder
Brand loyalty
Rossiter & Percy's Fundamental Motives
Allowances and Discounts
29. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Product Placement
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
CPM-TM
30. 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
CB - The Consumer Decision Process
Contests
Reminder
Rating
31. The greater size of an ad illustration...
Consumer-Oriented Sales Promotions (Consumer Promotions)
thumbnails - roughs - dummies - comprehensives (elaborate draft)
the more audience attention
Functional needs
32. Approaches to Post-Testing
Attitudes
Competitive
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Integrated Marketing Communications
33. The speed which buyers forget the brand if advertising is not seen.
Theater Tests
Frequency
Reachxfrequency
Forgetting Rate
34. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Purposes of Marketing research
Flighting (Intermittent) Schedule
Publicity Tools
funny ads - but not always for the right reasons
35. Placing items on sale and offering two-for-one specials of other deals
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Sales Advertising
Coupons
Product Advertisements
36. What are the types of Formatting the Body Copy?
STP Marketing (Segmenting - Targeting - Positioning)
Outdoor Advertising (Billboard)
Samples
Lead in paragraphs - interior paragraphs - trial close - and close
37. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Aided Recall
STP Marketing (Segmenting - Targeting - Positioning)
Direct Mail Advertising
Product Placement
38. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Continuous (Steady) Schedule
Jury Tests
Lead in paragraphs - interior paragraphs - trial close - and close
39. Consumer needs - product development - assess effectiveness - financial planning and quality control
Institutional Advertisements
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Rating
Functions of Marketing research
40. Studies such as controlled experiments and consumer purchase tests.
Exchange
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Sales Tests
Samples
41. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Institutional Advertisements
42. What kinds of ads resonate more?
Comparative
Ones with fewer words
Pioneering
Product Advertisements
43. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Brand interest
Flighting (Intermittent) Schedule
Message development - You must create a message that gets into the minds of the consumer and target audience
Ad research
44. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Case Allowance
International Media
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
45. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Horizontal cooperative advertising
Frequently use the word 'you'
Functional needs
Cooperative
46. Promote brand recall
Media vehicle
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Gross Ratings Points (GRPs)
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
47. Duration of an advertising message or campaign over a given period of time - sustains memory
Aided Recall
Continuity
Allowances and Discounts
funny ads - but not always for the right reasons
48. Ads that simply bring the company's name to the attention of its target market again.
Pioneering Institutional
Regular price-line advertising
Frequency
Reminder Institutional
49. 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.
Portfolio Tests
Attitudes
Pretests
CPM-TM
50. Forms of Institutional Advertisements
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
Sweepstakes
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
bleed pages - inserts - covers - front - inside front - inside back - and outside back