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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. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Loyalty Programs
Aided Recall
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
Deals
2. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
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
Competitive Institutional
Consumer-Oriented Sales Promotions (Consumer Promotions)
Reachxfrequency
3. Three Approaches to Setting Advertising Schedules
Reach
Opinion leaders
Digital Interactive Media
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
4. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
audience - ad message itself - communications media - and the product concept
Continuity
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Post-Tests
5. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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6. Ads that state the position of a company on an issue.
Media class
Local Advertisers
Advocacy
Exchange
7. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Brand loyalty
Aided Recall
Cost per Thousand (CPM)
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
8. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Message development - You must create a message that gets into the minds of the consumer and target audience
Point-of-Purchase Displays
Competitive Institutional
Comparative
9. Transform consumption experience
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
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
Horizontal cooperative advertising
cognitive dissonance
10. Ads in magazines can be strategically placed in these places...
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
cognitive dissonance
Regular price-line advertising
bleed pages - inserts - covers - front - inside front - inside back - and outside back
11. Allow the audience to participate actively & immediately
Foreign Media
Rossiter & Percy's Fundamental Motives
Habits
Digital Interactive Media
12. 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.
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
kickers - boldface and italics
Frequency
Sweepstakes
13. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
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
Participants in the marketing process
Perception
Forgetting Rate
14. Is our acquired mental position regarding some idea or object
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Classified Advertising
Pretests
Attitudes
15. 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.
Comparative
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Permission-Based Advertising
International Media
16. What are the types of headlines?
Unaided Recall
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
CB - The Consumer Decision Process
17. Where is the advertising and brand battle won or lost?
Buyer Turnover
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
Rating
Message development - You must create a message that gets into the minds of the consumer and target audience
18. Merchandise offered free or at a significant discount.
creating a picture of the concept they want to convey
Premiums
Finance Allowance
Competitive
19. Made up of the company's own advertising staff. They may provide full services or limited services.
Cost per Thousand (CPM)
In-House Agencies
Advocacy
Functional needs
20. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Premiums
Product Placement
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
21. What kind of ads are most often remembered?
Sweepstakes
funny ads - but not always for the right reasons
Place-Based Media
Product Advertisements
22. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Publicity Tools
Perception
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Post-Tests
23. Advertising showing one brand's strengths relative to its competitors.
Ones with fewer words
Product Advertising
Ad research
Comparative
24. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
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
Ad research
Loyalty Programs
Reach
25. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Continuous (Steady) Schedule
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
Full-Service Agency
26. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Gross Ratings Points (GRPs)
Foreign Media
Ones with fewer words
Flighting (Intermittent) Schedule
27. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Functions of Marketing research
Theater Tests
Competitive Institutional
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
28. Refers to the total number of different people or households exposed - at least once - to a medium in a certain amount of time - and effective reach is the quality of that exposure
Trade-Oriented Sales Promotions (Trade Promotions)
Reach
Sales Advertising
Functions of Marketing research
29. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Transit Advertising (Bus - taxi - and subway advertising)
Regular price-line advertising
Continuity
Merchandise Allowance
30. Is the products ability to satisfy both functional needs & symbolic wants
Reminder Institutional
Utility
CPM-TM
Rating
31. What are the function of headlines?
Reminder Institutional
Rich Media
Participants in the marketing process
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
32. Three Common Discounts and Allowances
Coupons
Functions of Marketing research
Transit Advertising
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
33. Consumer needs - product development - assess effectiveness - financial planning and quality control
Product Advertising
Attitude Tests
Functions of Marketing research
Continuity
34. Define the brand image
Reach
Rich Media
Merchandise Allowance
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
35. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Institutional Advertisements
Place-Based 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)
36. How often new buyers enter the market to buy the product.
Reminder
Pulse (Burst) Schedule
Buyer Turnover
1. Product Advertisements 2. Institutional Advertisements
37. Ads used for announcements about what a company is - what it can do - and where it is located.
Positively originated (transformational) motives
Pioneering Institutional
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Ad research
38. The speed which buyers forget the brand if advertising is not seen.
Cost per Thousand (CPM)
Forgetting Rate
Recency planning
Unaided Recall
39. What is the best way to grab attention in an ad?
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40. What are the kinds of copy you can have in an ad?
Positively originated (transformational) motives
Continuity
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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
41. Persuade the customer
Interpersonal influences on consumer behavior
Reminder
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
Attitudes
42. Ads that simply bring the company's name to the attention of its target market again.
Brand interest
Reminder Institutional
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
Opinion leaders
43. Advertising that promotes a specific brand's features and benefits.
Print Media
Attitudes
CPM
Competitive
44. Situate the brand socially
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
Horizontal cooperative advertising
Nonpersonal influences on consumer behavior
Pioneering Institutional
45. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
STP Marketing (Segmenting - Targeting - Positioning)
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
Competitive Institutional
Interpersonal influences on consumer behavior
46. What do the most effective radio commercials use?
In-House Agencies
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Sounds that are familiar
Pretests
47. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Attitude Tests
Brand interest
cognitive dissonance
Finance Allowance
48. 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
Contests
cognitive dissonance
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
Electronic Media
49. Common Advertising Appeals
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
cognitive dissonance
STP Marketing (Segmenting - Targeting - Positioning)
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
50. Link key attributes to the brand name
Theater Tests
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
CPM-TM
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance