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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 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
Sweepstakes
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
CB - The Consumer Decision Process
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)
2. Types of Advertisements
Reference groups
Perception
1. Product Advertisements 2. Institutional Advertisements
Foreign Media
3. Offering the product free or at a greatly reduced price.
Participants in the marketing process
Samples
Marketing research
bleed pages - inserts - covers - front - inside front - inside back - and outside back
4. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Participants in the marketing process
Pretests
Product Advertisements
Foreign Media
5. Form - task - possession - time - place utility
Regular price-line advertising
Nonpersonal influences on consumer behavior
Functional needs
Pioneering Institutional
6. 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.
Cost per Thousand (CPM)
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Perception
7. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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8. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Theater Tests
Exchange
Premiums
1. Product Advertisements 2. Institutional Advertisements
9. Tests used to test ad alternatives.
Portfolio Tests
Purchase Frequency
Loyalty Programs
Limited-Service Agency
10. Family - society - reference groups - opinion leaders
Electronic Media
Rating
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)
Interpersonal influences on consumer behavior
11. 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
Flighting (Intermittent) Schedule
Horizontal cooperative advertising
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Frequency
12. How often new buyers enter the market to buy the product.
Frequency
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Loyalty Programs
Buyer Turnover
13. The more frequently a product is purchased - the less repetition is required.
Rebates
Limited-Service Agency
Purchase Frequency
Post-Tests
14. Scare the consumer into action
audience - ad message itself - communications media - and the product concept
Message development - You must create a message that gets into the minds of the consumer and target audience
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)
Market research
15. What kinds of ads resonate more?
Competitive
Product Placement
Ones with fewer words
Attitudes
16. 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.
Marketing research
International Media
Sales Tests
Limited-Service Agency
17. Factors of Scheduling 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
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Functions of Marketing research
Aided Recall
18. Informs consumers about services or merchandise offered at regular prices
CPM-TM
Regular price-line advertising
Rating
Outdoor Advertising (Billboard)
19. What kind of ads are most often remembered?
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
funny ads - but not always for the right reasons
Functional needs
Place-Based Media
20. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Habits
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Interpersonal influences on consumer behavior
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)
21. Types of Publicity Tools
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Rich Media
Local Advertisers
Functional needs
22. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Habits
Frequency
Trade-Oriented Sales Promotions (Trade Promotions)
Pulse (Burst) Schedule
23. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Aided Recall
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Contests
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
24. What are the types of headlines?
Product Advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
25. Made up of the company's own advertising staff. They may provide full services or limited services.
Sweepstakes
Competitive
In-House Agencies
Recency planning
26. 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
Deals
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
27. Influencing the brand choice of consumers who are 'ready to buy'
Vertical cooperative advertising
Reminder Institutional
Recency planning
Clearance advertising (a special form of sale advertising)
28. 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
Direct Mail Advertising
Market research
Negatively originated (informational) motives
Purchase Frequency
29. Advertisements focused on selling a product or service
Full-Service Agency
Product Advertisements
Advocacy
Institutional Advertising
30. Allow the audience to participate actively & immediately
Message development - You must create a message that gets into the minds of the consumer and target audience
Digital Interactive Media
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Media vehicle
31. Types of audience resonance
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32. Elements of an advertising message
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
audience - ad message itself - communications media - and the product concept
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
Purposes of Marketing research
33. Situate the brand socially
Opinion leaders
Pulse (Burst) Schedule
Continuous (Steady) Schedule
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
34. What does the layout of an ad consist of?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Negatively originated (informational) motives
Local Advertisers
thumbnails - roughs - dummies - comprehensives (elaborate draft)
35. A discount on each case ordered during a specific time period.
Gross Ratings Points (GRPs)
Case Allowance
Regular price-line advertising
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
36. The speed which buyers forget the brand if advertising is not seen.
Deals
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
Forgetting Rate
Allowances and Discounts
37. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
1. Product Advertisements 2. Institutional Advertisements
Cost per Thousand (CPM)
Finance Allowance
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
38. What are the principles of design?
Foreign Media
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
Post-Tests
Reach
39. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Competitive
Functions of Marketing research
Interpersonal influences on consumer behavior
40. The average number of times a person in the target audience is exposed to an ad.
Continuous (Steady) Schedule
Frequency
Product Advertising
Rich Media
41. 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'
Regular price-line advertising
kickers - boldface and italics
Frequency
Inquiry Tests
42. Placing items on sale and offering two-for-one specials of other deals
cognitive dissonance
Sales Advertising
Rebates
Full-Service Agency
43. What are the kinds of copy you can have in an ad?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
kickers - boldface and italics
Outdoor Advertising (Billboard)
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
44. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Rating
Reference groups
funny ads - but not always for the right reasons
Consumer-Oriented Sales Promotions (Consumer Promotions)
45. They use Retail Advertising because retail stores account for so much of the market
Reminder Institutional
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Local Advertisers
46. 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
Rossiter & Percy's Fundamental Motives
Reminder
International Media
47. Is our acquired mental position regarding some idea or object
Attitudes
Pretests
Samples
Maslow's hierarchy of needs theory of motivation based on unmet human needs
48. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Frequency
Pioneering Institutional
Rating
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
49. 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.
Habits
Message development - You must create a message that gets into the minds of the consumer and target audience
Transit Advertising
Attitude Tests
50. Ads in magazines can be strategically placed in these places...
Market research
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Message development - You must create a message that gets into the minds of the consumer and target audience
Perception