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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 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
Product Placement
Rebates
International Media
2. What are the positives to newspapers as a form of mass media?
Consumer-Oriented Sales Promotions (Consumer Promotions)
Unaided Recall
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
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
3. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Message development - You must create a message that gets into the minds of the consumer and target audience
Institutional Advertisements
Exchange
Regular price-line advertising
4. 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.
Comparative
Continuous (Steady) Schedule
Aided Recall
Pretests
5. What do the most effective radio commercials use?
Sounds that are familiar
Marketing research
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
Post-Tests
6. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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7. Made up of the company's own advertising staff. They may provide full services or limited services.
Advocacy
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Institutional Advertisements
In-House Agencies
8. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Finance Allowance
Inquiry Tests
STP Marketing (Segmenting - Targeting - Positioning)
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
9. Informs consumers about services or merchandise offered at regular prices
Local Advertisers
Regular price-line advertising
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
creating a picture of the concept they want to convey
10. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Message development - You must create a message that gets into the minds of the consumer and target audience
Pulse (Burst) Schedule
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
the more audience attention
11. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Deals
Cooperative
Inquiry Tests
12. What does the layout of an ad consist of?
CPM
Print Media
Ones with fewer words
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
13. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Place-Based Media
Transit Advertising (Bus - taxi - and subway advertising)
Theater Tests
Electronic Media
14. Value of Promotion
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Nonpersonal influences on consumer behavior
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
15. What kinds of ads resonate more?
Foreign Media
Inquiry Tests
Ones with fewer words
creating a picture of the concept they want to convey
16. What are the function of headlines?
Lead in paragraphs - interior paragraphs - trial close - and close
Attitude 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
Flighting (Intermittent) Schedule
17. What are the standard subjects for ad visuals?
Vertical cooperative advertising
Institutional Advertisements
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
Functions of Marketing research
18. Persuade the customer
Reference groups
Limited-Service Agency
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
Reminder Institutional
19. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pioneering
Brand interest
Pioneering Institutional
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
20. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Marketing research
Trade-Oriented Sales Promotions (Trade Promotions)
Coupons
Publicity Tools
21. Merchandise offered free or at a significant discount.
Buyer Turnover
Premiums
Maslow's hierarchy of needs theory of motivation based on unmet human needs
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
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.
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Foreign Media
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Attitude Tests
23. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Integrated Marketing Communications
Direct Mail Advertising
Functions of Marketing research
Outdoor Advertising (Billboard)
24. Changing behavior by inducing anxiety
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
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
Perception
Opinion leaders
25. What are the types of headlines?
Reminder
Continuity
Place-Based Media
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
26. Is an individual's openness or curiosity about a brand
Clearance advertising (a special form of sale advertising)
Brand interest
kickers - boldface and italics
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
27. 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
Samples
Reference groups
Habits
28. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Sales Tests
Vertical cooperative advertising
Sweepstakes
Clearance advertising (a special form of sale advertising)
29. Types of audience resonance
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30. Forms of Institutional Advertisements
Rating
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Premiums
31. Define the brand image
Place-Based Media
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Purchase Frequency
32. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Post-Tests
Opinion leaders
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
33. The speed which buyers forget the brand if advertising is not seen.
Forgetting Rate
Trade-Oriented Sales Promotions (Trade Promotions)
Frequency
funny ads - but not always for the right reasons
34. Offers the return of money based on proof of purchase.
Lead in paragraphs - interior paragraphs - trial close - and close
Exchange
Rebates
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
35. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Institutional Advertisements
Regular price-line advertising
the more audience attention
36. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Competitive
Point-of-Purchase Displays
Negatively originated (informational) motives
Reachxfrequency
37. Placing items on sale and offering two-for-one specials of other deals
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Competitive
Marketing research
Sales Advertising
38. What kind of ads are most often remembered?
cognitive dissonance
BDI (Brand development index)
Habits
funny ads - but not always for the right reasons
39. Duration of an advertising message or campaign over a given period of time - sustains memory
Continuity
Deals
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
In-House Agencies
40. Ads that state the position of a company on an issue.
Cooperative Advertising
Advocacy
In-House Agencies
Trade-Oriented Sales Promotions (Trade Promotions)
41. Gross rating points =
Reachxfrequency
thumbnails - roughs - dummies - comprehensives (elaborate draft)
CPM
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
42. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
the more audience attention
Loyalty Programs
Foreign Media
43. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Rossiter & Percy's Fundamental Motives
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Product Advertisements
Cooperative Advertising
44. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Outdoor Advertising (Billboard)
Print Media
Samples
Reach
45. Broad category of media - such as television - radio or newspaper
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Case Allowance
Media class
46. Promotes a specific product or service and stimulates short term action while building awareness of the business
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Cost per Thousand (CPM)
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Product Advertising
47. Advertising showing one brand's strengths relative to its competitors.
Comparative
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
Ad research
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
48. Offering the product free or at a greatly reduced price.
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
Opinion leaders
Samples
creating a picture of the concept they want to convey
49. What is the best way to grab attention in an ad?
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50. Ads that simply bring the company's name to the attention of its target market again.
Cooperative
Reminder Institutional
Comparative
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy