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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. Promotes a specific product or service and stimulates short term action while building awareness of the business
Product Advertising
Place-Based Media
bleed pages - inserts - covers - front - inside front - inside back - and outside back
audience - ad message itself - communications media - and the product concept
2. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Flighting (Intermittent) Schedule
Merchandise Allowance
Reminder Institutional
Loyalty Programs
3. Types of audience resonance
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4. 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
Digital Interactive Media
Electronic Media
Marketing research
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
5. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Reference groups
Gross Ratings Points (GRPs)
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Deals
6. Advertisements that tell people what a product is - what it can do - and where it can be found.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Pioneering
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Positively originated (transformational) motives
7. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
Perception
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Opinion leaders
8. Situate the brand socially
Outdoor Advertising (Billboard)
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
Perception
kickers - boldface and italics
9. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Institutional Advertising
Point-of-Purchase Displays
Cooperative
10. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Habits
Negatively originated (informational) motives
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
Reachxfrequency
11. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
International Media
Classified Advertising
kickers - boldface and italics
Premiums
12. Gathering - recording - and analyzing new information to help managers make marketing decisions
Flighting (Intermittent) Schedule
Marketing research
Buyer Turnover
Institutional Advertisements
13. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Institutional Advertisements
Exchange
Habits
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
14. Ads in magazines can be strategically placed in these places...
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
Local Advertisers
Brand interest
bleed pages - inserts - covers - front - inside front - inside back - and outside back
15. Studies such as controlled experiments and consumer purchase tests.
Horizontal cooperative advertising
Consumer-Oriented Sales Promotions (Consumer Promotions)
Rating
Sales Tests
16. What are the kinds of copy you can have in an ad?
Coupons
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
17. Is our acquired mental position regarding some idea or object
Pulse (Burst) Schedule
Transit Advertising
Attitudes
Product Placement
18. Recruit new customers - retain current customers - and regain lost customers
Institutional Advertising
Regular price-line advertising
Purposes of Marketing research
Reference groups
19. Family - society - reference groups - opinion leaders
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Interpersonal influences on consumer behavior
Contests
Advocacy
20. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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21. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
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)
Frequently use the word 'you'
Point-of-Purchase Displays
Pulse (Burst) Schedule
22. What are the function of headlines?
CB - The Consumer Decision Process
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
Gross Ratings Points (GRPs)
Negatively originated (informational) motives
23. Gross rating points =
Rebates
Lead in paragraphs - interior paragraphs - trial close - and close
Recency planning
Reachxfrequency
24. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Media vehicle
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)
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
Print Media
25. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
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
Cooperative Advertising
Negatively originated (informational) motives
26. Where is the advertising and brand battle won or lost?
creating a picture of the concept they want to convey
Finance Allowance
Message development - You must create a message that gets into the minds of the consumer and target audience
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
27. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Rating
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
Aided Recall
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
28. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Participants in the marketing process
Media class
Finance Allowance
Cooperative Advertising
29. Joining together in a consistent manner everything that communicates with customers
Pioneering
Integrated Marketing Communications
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Utility
30. Three Common Discounts and Allowances
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Nonpersonal influences on consumer behavior
Transit Advertising
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
31. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
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
CPM-TM
Full-Service Agency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
32. Link key attributes to the brand name
Contests
Outdoor Advertising (Billboard)
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
Continuous (Steady) Schedule
33. The average number of times a person in the target audience is exposed to an ad.
Message development - You must create a message that gets into the minds of the consumer and target audience
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
Transit Advertising
Frequency
34. The manufacturer provides the complete ads & shares the cost of the advertising time or space
In-House Agencies
Gross Ratings Points (GRPs)
Attitude Tests
Vertical cooperative advertising
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
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Recency planning
Market research
BDI (Brand development index)
36. Informs consumers about services or merchandise offered at regular prices
Reminder
Brand interest
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
37. Types of Publicity Tools
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Frequency
Continuous (Steady) Schedule
38. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
International Media
Transit Advertising (Bus - taxi - and subway advertising)
Vertical cooperative advertising
Perception
39. Interactive online advertising.
Opinion leaders
Flighting (Intermittent) Schedule
Rossiter & Percy's Fundamental Motives
Rich Media
40. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Positively originated (transformational) motives
Functional needs
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
Rating
41. Ads used for announcements about what a company is - what it can do - and where it is located.
Segmenting
Aided Recall
Pioneering Institutional
Continuous (Steady) Schedule
42. 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
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Direct Mail Advertising
Transit Advertising
43. What are the types of subheads?
Market 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
kickers - boldface and italics
Marketing research
44. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
bleed pages - inserts - covers - front - inside front - inside back - and outside back
audience - ad message itself - communications media - and the product concept
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
45. Scare the consumer into action
Habits
Sales Advertising
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)
Reachxfrequency
46. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising
Loyalty Programs
Ones with fewer words
In-House Agencies
47. Forms of Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Media vehicle
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
Electronic Media
48. 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.
Sweepstakes
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Rossiter & Percy's Fundamental Motives
49. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Flighting (Intermittent) Schedule
creating a picture of the concept they want to convey
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
50. Elements of an advertising message
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
audience - ad message itself - communications media - and the product concept
Utility
Participants in the marketing process