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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 local media of each country - for large campaigns targeted to consumers or businesses within a single country
Continuity
Brand loyalty
Transit Advertising
Foreign Media
2. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Competitive Institutional
Place-Based Media
Nonpersonal influences on consumer behavior
Flighting (Intermittent) Schedule
3. Elements of an advertising message
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Rating
audience - ad message itself - communications media - and the product concept
Publicity Tools
4. Family - society - reference groups - opinion leaders
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
Interpersonal influences on consumer behavior
Recency planning
Competitive
5. Time - place of sale - environment
Nonpersonal influences on consumer behavior
Vertical cooperative advertising
Frequency
Message development - You must create a message that gets into the minds of the consumer and target audience
6. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Exchange
Frequency
Ones with fewer words
Regular price-line advertising
7. The greater size of an ad illustration...
Trade-Oriented Sales Promotions (Trade Promotions)
Place-Based Media
Cost per Thousand (CPM)
the more audience attention
8. 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.
cognitive dissonance
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
Transit Advertising (Bus - taxi - and subway advertising)
Permission-Based Advertising
9. Allow the audience to participate actively & immediately
Premiums
Jury Tests
Digital Interactive Media
cognitive dissonance
10. A discount on each case ordered during a specific time period.
Institutional Advertisements
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. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Case Allowance
11. Advertisements focused on selling a product or service
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Habits
Product Advertisements
Sounds that are familiar
12. 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
Unaided Recall
the more audience attention
Finance Allowance
Horizontal cooperative advertising
13. Information gathered about a particular market or market segment
Post-Tests
Market research
Finance Allowance
Direct Mail Advertising
14. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Post-Tests
Limited-Service Agency
Permission-Based Advertising
Continuity
15. Transform consumption experience
Reach
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
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
Electronic Media
16. Three Approaches to Setting Advertising Schedules
Vertical cooperative advertising
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Reach
Segmenting
17. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
Opinion leaders
Frequency
Publicity Tools
18. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Rich Media
Product Placement
Segmenting
International Media
19. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Lead in paragraphs - interior paragraphs - trial close - and close
Participants in the marketing process
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
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
20. What are the types of subheads?
Sounds that are familiar
kickers - boldface and italics
audience - ad message itself - communications media - and the product concept
Competitive
21. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Flighting (Intermittent) Schedule
Buyer Turnover
Institutional Advertisements
Marketing research
22. Approaches to Post-Testing
Place-Based Media
Product Advertising
Pioneering Institutional
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
23. Form - task - possession - time - place utility
Finance Allowance
Functional needs
Rating
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
24. Is the products ability to satisfy both functional needs & symbolic wants
Forgetting Rate
Utility
Inquiry Tests
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
25. Visualization/conceptualization
creating a picture of the concept they want to convey
Publicity Tools
Ones with fewer words
Buyer Turnover
26. Is an individual's openness or curiosity about a brand
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Brand interest
Limited-Service Agency
Pioneering Institutional
27. The average number of times a person in the target audience is exposed to an ad.
Product Advertising
Frequency
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
Exchange
28. 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'
Ones with fewer words
Frequency
kickers - boldface and italics
Pioneering Institutional
29. What is the best way to grab attention in an ad?
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30. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pioneering
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
kickers - boldface and italics
Media class
31. Where is the advertising and brand battle won or lost?
Rebates
Message development - You must create a message that gets into the minds of the consumer and target audience
Reminder
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
32. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Rebates
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
Vertical cooperative advertising
Premiums
33. What are the principles of design?
Attitudes
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
Perception
34. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
cognitive dissonance
Brand loyalty
Consumer-Oriented Sales Promotions (Consumer Promotions)
35. In the newspaper for many reasons: to locate and recruit new employees - offer services (such as those of an employment agency or business opportunity broker) - or sell or lease merchandise (such as cars - real estate - and office equipment)
bleed pages - inserts - covers - front - inside front - inside back - and outside back
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Classified Advertising
International Media
36. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Functions of Marketing research
Institutional Advertisements
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Direct Mail Advertising
37. To make room for new product lines or new models and to get rid of slow-moving lines - floor samples - broken or distressed merchandise - or out of season items
Clearance advertising (a special form of sale advertising)
Consumer-Oriented Sales Promotions (Consumer Promotions)
Unaided Recall
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
38. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Brand loyalty
Reminder
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Inquiry Tests
39. 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
Attitudes
Brand loyalty
CB - The Consumer Decision Process
Nonpersonal influences on consumer behavior
40. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Theater Tests
Finance Allowance
Outdoor Advertising (Billboard)
Clearance advertising (a special form of sale advertising)
41. Placing items on sale and offering two-for-one specials of other deals
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Sales Advertising
Opinion leaders
Pioneering Institutional
42. 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) 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
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
Attitude Tests
Outdoor Advertising (Billboard)
43. Ads on the interior and exterior of busses - subways - and taxis.
Pioneering Institutional
Transit Advertising
Product Advertising
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
44. Gross rating points =
Rating
Reachxfrequency
Pretests
Contests
45. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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46. Consumer needs - product development - assess effectiveness - financial planning and quality control
Functions of Marketing research
Outdoor Advertising (Billboard)
Rating
Horizontal cooperative advertising
47. Studies such as controlled experiments and consumer purchase tests.
Brand interest
Sales Tests
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
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
48. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Brand loyalty
Reach
Reachxfrequency
Theater Tests
49. Define the brand image
Attitudes
Media vehicle
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
50. 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
Product Advertising
Full-Service Agency
cognitive dissonance
Print Media