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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. Reimbursing a retailer for extra in-store support or special featuring of the brand.
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. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Merchandise Allowance
Maslow's hierarchy of needs theory of motivation based on unmet human needs
2. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Opinion leaders
1. Product Advertisements 2. Institutional Advertisements
Marketing research
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
3. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Institutional Advertising
Pioneering Institutional
Marketing research
Outdoor Advertising (Billboard)
4. The average number of times a person in the target audience is exposed to an ad.
Positively originated (transformational) motives
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
Gross Ratings Points (GRPs)
Frequency
5. Offering the product free or at a greatly reduced price.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Transit Advertising
Samples
Continuity
6. Offers the return of money based on proof of purchase.
Regular price-line advertising
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
Rebates
creating a picture of the concept they want to convey
7. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Forgetting Rate
Direct Mail Advertising
Rebates
Message development - You must create a message that gets into the minds of the consumer and target audience
8. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Cooperative Advertising
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
CPM
Continuous (Steady) Schedule
9. 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
Limited-Service Agency
Electronic Media
Market research
Message development - You must create a message that gets into the minds of the consumer and target audience
10. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Transit Advertising (Bus - taxi - and subway advertising)
Marketing research
Flighting (Intermittent) Schedule
Media vehicle
11. What are the principles of design?
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
Continuous (Steady) Schedule
Attitude Tests
Recency planning
12. Ads on the interior and exterior of busses - subways - and taxis.
International Media
Transit Advertising
Digital Interactive Media
Reachxfrequency
13. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Loyalty Programs
Pulse (Burst) Schedule
STP Marketing (Segmenting - Targeting - Positioning)
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
14. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Permission-Based Advertising
Point-of-Purchase Displays
Samples
Vertical cooperative advertising
15. 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
Marketing research
Limited-Service Agency
Reminder Institutional
16. Approaches to Post-Testing
In-House Agencies
Coupons
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
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
17. Advertising showing one brand's strengths relative to its competitors.
Attitudes
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
Comparative
Functional needs
18. Types of Publicity Tools
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Loyalty Programs
Interpersonal influences on consumer behavior
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
19. Informs consumers about services or merchandise offered at regular prices
Flighting (Intermittent) Schedule
cognitive dissonance
Regular price-line advertising
Nonpersonal influences on consumer behavior
20. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Place-Based Media
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Finance Allowance
audience - ad message itself - communications media - and the product concept
21. 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.
Permission-Based Advertising
Sales Tests
Reach
Reach
22. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Pulse (Burst) Schedule
Case Allowance
Reference groups
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
23. The more frequently a product is purchased - the less repetition is required.
Deals
Purchase Frequency
Cooperative
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
24. Interactive online advertising.
Reach
Digital Interactive Media
Rich Media
Loyalty Programs
25. Is the products ability to satisfy both functional needs & symbolic wants
Deals
Segmenting
Competitive Institutional
Utility
26. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
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
Product Advertising
Inquiry Tests
Sounds that are familiar
27. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Competitive
cognitive dissonance
Reference groups
Institutional Advertising
28. 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
BDI (Brand development index)
Rich Media
Participants in the marketing process
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
29. What do the most effective radio commercials use?
Media class
Case Allowance
Positively originated (transformational) motives
Sounds that are familiar
30. Studies such as controlled experiments and consumer purchase tests.
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Jury Tests
Sales Tests
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
31. Forms of Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Transit Advertising
audience - ad message itself - communications media - and the product concept
Forgetting Rate
32. What are the types of subheads?
Exchange
Cost per Thousand (CPM)
audience - ad message itself - communications media - and the product concept
kickers - boldface and italics
33. Time - place of sale - environment
Local Advertisers
Nonpersonal influences on consumer behavior
Cost per Thousand (CPM)
Contests
34. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Participants in the marketing process
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Reference groups
Institutional Advertisements
35. What are the positives to newspapers as a form of mass media?
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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
Reminder Institutional
funny ads - but not always for the right reasons
36. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Opinion leaders
Market research
Purposes of Marketing research
Cooperative Advertising
37. Form - task - possession - time - place utility
Ones with fewer words
Integrated Marketing Communications
Continuity
Functional needs
38. The number of different people or households exposed to an ad.
Cooperative
Opinion leaders
Reach
Institutional Advertising
39. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Direct Mail Advertising
Inquiry Tests
Local Advertisers
40. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Transit Advertising (Bus - taxi - and subway advertising)
Product Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Theater Tests
41. 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.
creating a picture of the concept they want to convey
Sweepstakes
Clearance advertising (a special form of sale advertising)
Functional needs
42. Party Responsible for Carrying Out Advertising Program
Comparative
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Aided Recall
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
43. 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. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
cognitive dissonance
Full-Service Agency
Reference groups
44. Forms of Institutional Advertisements
Product Advertisements
Functional needs
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Clearance advertising (a special form of sale advertising)
45. Changing behavior by inducing anxiety
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Competitive Institutional
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
Functions of Marketing research
46. Types of audience resonance
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47. Simply the percentage of homes exposed to an advertising media
Jury Tests
Rating
Aided Recall
Foreign Media
48. Where is the advertising and brand battle won or lost?
Market research
Advocacy
cognitive dissonance
Message development - You must create a message that gets into the minds of the consumer and target audience
49. Types of Advertisements
1. Product Advertisements 2. Institutional Advertisements
Cooperative Advertising
Comparative
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
50. Visualization/conceptualization
creating a picture of the concept they want to convey
Utility
Flighting (Intermittent) Schedule
Outdoor Advertising (Billboard)