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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. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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2. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
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
kickers - boldface and italics
Positively originated (transformational) motives
Habits
3. Ads in magazines can be strategically placed in these places...
creating a picture of the concept they want to convey
Local Advertisers
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
4. What kind of ads are most often remembered?
Competitive Institutional
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
funny ads - but not always for the right reasons
Gross Ratings Points (GRPs)
5. How often new buyers enter the market to buy the product.
Buyer Turnover
Flighting (Intermittent) Schedule
Transit Advertising (Bus - taxi - and subway 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
6. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Perception
Functional needs
Continuous (Steady) Schedule
Pulse (Burst) Schedule
7. Allow the audience to participate actively & immediately
Digital Interactive Media
Comparative
Regular price-line advertising
bleed pages - inserts - covers - front - inside front - inside back - and outside back
8. 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
Sweepstakes
Horizontal cooperative advertising
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
Institutional Advertising
9. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pulse (Burst) Schedule
Pioneering
Transit Advertising
Theater Tests
10. Promote brand recall
Unaided Recall
Perception
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
creating a picture of the concept they want to convey
11. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
STP Marketing (Segmenting - Targeting - Positioning)
Continuity
Print Media
12. Made up of the company's own advertising staff. They may provide full services or limited services.
Maslow's hierarchy of needs theory of motivation based on unmet human needs
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Place-Based Media
In-House Agencies
13. They use Retail Advertising because retail stores account for so much of the market
Portfolio Tests
Allowances and Discounts
Local Advertisers
Reference groups
14. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Sales Advertising
Comparative
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
Cooperative
15. Stages of ad development
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Print Media
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Institutional Advertisements
16. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Loyalty Programs
Participants in the marketing process
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
Product Advertisements
17. A discount on each case ordered during a specific time period.
Brand loyalty
Case Allowance
Post-Tests
Portfolio Tests
18. 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.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Functions of Marketing research
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Sweepstakes
19. Gathering - recording - and analyzing new information to help managers make marketing decisions
Ad research
Flighting (Intermittent) Schedule
Consumer-Oriented Sales Promotions (Consumer Promotions)
Marketing research
20. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
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
Jury Tests
Opinion leaders
Brand loyalty
21. Advertising that promotes a specific brand's features and benefits.
Competitive
Reach
Merchandise Allowance
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
22. Markets are segmented - products are positioned
Institutional 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
Segmenting
Foreign Media
23. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Ones with fewer words
cognitive dissonance
Flighting (Intermittent) Schedule
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
24. 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.
Attitude Tests
Jury Tests
International Media
Perception
25. Factors of Scheduling Advertising
Purposes of Marketing research
Reach
Reachxfrequency
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
26. Recruit new customers - retain current customers - and regain lost customers
Sales Tests
CPM
Print Media
Purposes of Marketing research
27. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Exchange
Brand loyalty
Foreign Media
Horizontal cooperative advertising
28. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
STP Marketing (Segmenting - Targeting - Positioning)
Exchange
Sales Advertising
29. What are the function of headlines?
Lead in paragraphs - interior paragraphs - trial close - and close
Coupons
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
Product Placement
30. What are the positives to newspapers as a form of mass media?
Trade-Oriented Sales Promotions (Trade Promotions)
Opinion leaders
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
31. Broad category of media - such as television - radio or newspaper
Media class
creating a picture of the concept they want to convey
CPM
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
32. 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.
Reminder
Inquiry Tests
Interpersonal influences on consumer behavior
Brand loyalty
33. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Portfolio Tests
Cost per Thousand (CPM)
International Media
Exchange
34. Party Responsible for Carrying Out Advertising Program
Aided Recall
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Flighting (Intermittent) Schedule
Transit Advertising
35. Specializes in one aspect of the advertising process such as creative services to develop the advertising copy - buying previously un-purchased media - or providing internet services.
Limited-Service Agency
Frequency
Perception
cognitive dissonance
36. Family - society - reference groups - opinion leaders
Direct Mail Advertising
Local Advertisers
Interpersonal influences on consumer behavior
Unaided Recall
37. Some methods for scheduling media
Product Advertisements
Perception
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Message development - You must create a message that gets into the minds of the consumer and target audience
38. Is an individual's openness or curiosity about a brand
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
thumbnails - roughs - dummies - comprehensives (elaborate draft)
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Brand interest
39. Affective Association
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40. Ads used for announcements about what a company is - what it can do - and where it is located.
Transit Advertising
Cooperative
Foreign Media
Pioneering Institutional
41. Where is the advertising and brand battle won or lost?
Samples
Purposes of Marketing research
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Message development - You must create a message that gets into the minds of the consumer and target audience
42. Interactive online advertising.
Media class
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
Rich Media
Contests
43. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Point-of-Purchase Displays
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
Reminder Institutional
44. Cost of media buy/targeted audienceX1 - 000
CPM-TM
Rating
Frequency
Segmenting
45. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
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
the more audience attention
Habits
Place-Based Media
46. Visualization/conceptualization
creating a picture of the concept they want to convey
Consumer-Oriented Sales Promotions (Consumer Promotions)
Print Media
Sales Tests
47. Studies such as controlled experiments and consumer purchase tests.
Publicity Tools
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Sales Tests
Participants in the marketing process
48. Form - task - possession - time - place utility
Forgetting Rate
Functional needs
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
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
49. Ads that state the position of a company on an issue.
Portfolio Tests
Advocacy
Participants in the marketing process
Allowances and Discounts
50. Define the brand image
Ad research
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Rebates
Sales Advertising