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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. 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.
Premiums
Permission-Based Advertising
Cooperative
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
2. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Direct Mail Advertising
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Sweepstakes
Pioneering Institutional
3. What is the best way to grab attention in an ad?
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4. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Continuity
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Coupons
Transit Advertising (Bus - taxi - and subway advertising)
5. 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
cognitive dissonance
Frequently use the word 'you'
Exchange
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. 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'
audience - ad message itself - communications media - and the product concept
Frequency
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Sales Advertising
7. They use Retail Advertising because retail stores account for so much of the market
Finance Allowance
Pioneering Institutional
Local Advertisers
Portfolio Tests
8. Promotes a specific product or service and stimulates short term action while building awareness of the business
Product 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
Inquiry Tests
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
9. 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.
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
1. Product Advertisements 2. Institutional Advertisements
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Limited-Service Agency
10. Tests used to test ad alternatives.
Portfolio Tests
Full-Service Agency
Continuity
Rebates
11. Offers the return of money based on proof of purchase.
Samples
Rebates
Reminder
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
12. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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13. Value of Promotion
Utility
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Cooperative
Pulse (Burst) Schedule
14. Ads that simply bring the company's name to the attention of its target market again.
Advocacy
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Attitude Tests
Reminder Institutional
15. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Rich Media
Positively originated (transformational) motives
Rossiter & Percy's Fundamental Motives
Point-of-Purchase Displays
16. Recruit new customers - retain current customers - and regain lost customers
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Product Placement
Purposes of Marketing research
CPM
17. Informs consumers about services or merchandise offered at regular prices
Frequency
Regular price-line advertising
Market research
Buyer Turnover
18. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Product Placement
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
19. 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
Negatively originated (informational) motives
funny ads - but not always for the right reasons
Clearance advertising (a special form of sale advertising)
audience - ad message itself - communications media - and the product concept
20. Ads promoting the advantages of one product class over another product class and are used in markets where different product classes compete for the same buyers.
Post-Tests
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Competitive Institutional
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
21. Allow the audience to participate actively & immediately
Reach
Digital Interactive Media
Sales Tests
Positively originated (transformational) motives
22. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Outdoor Advertising (Billboard)
Premiums
Attitudes
Ad research
23. Consumer needs - product development - assess effectiveness - financial planning and quality control
Product 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)
Purchase Frequency
Functions of Marketing research
24. 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
funny ads - but not always for the right reasons
Electronic Media
Participants in the marketing process
Brand interest
25. Common Advertising Appeals
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Ad research
Media class
Product Placement
26. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
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)
cognitive dissonance
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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
27. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Attitudes
Brand loyalty
Cost per Thousand (CPM)
Direct Mail Advertising
28. Persuade the customer
Nonpersonal influences on consumer behavior
Permission-Based 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
Transit Advertising (Bus - taxi - and subway advertising)
29. 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
creating a picture of the concept they want to convey
audience - ad message itself - communications media - and the product concept
Horizontal cooperative advertising
International Media
30. Is an individual's openness or curiosity about a brand
Ad research
Brand interest
bleed pages - inserts - covers - front - inside front - inside back - and outside back
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
31. Made up of the company's own advertising staff. They may provide full services or limited services.
1. Product Advertisements 2. Institutional Advertisements
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
In-House Agencies
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
32. A discount on each case ordered during a specific time period.
Print Media
Case Allowance
Outdoor Advertising (Billboard)
Local Advertisers
33. Joining together in a consistent manner everything that communicates with customers
Integrated Marketing Communications
Consumer-Oriented Sales Promotions (Consumer Promotions)
Sales Tests
Product Placement
34. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Theater Tests
STP Marketing (Segmenting - Targeting - Positioning)
Inquiry Tests
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
35. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cooperative Advertising
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Rating
Cost per Thousand (CPM)
36. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Outdoor Advertising (Billboard)
Negatively originated (informational) motives
Rossiter & Percy's Fundamental Motives
37. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Pulse (Burst) Schedule
Consumer-Oriented Sales Promotions (Consumer Promotions)
Frequency
Pioneering Institutional
38. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Sounds that are familiar
Electronic Media
Habits
Jury Tests
39. Advertising that promotes a specific brand's features and benefits.
Pulse (Burst) Schedule
Competitive
Product Placement
Rossiter & Percy's Fundamental Motives
40. Ads in magazines can be strategically placed in these places...
Post-Tests
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Brand loyalty
Flighting (Intermittent) Schedule
41. 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
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
BDI (Brand development index)
Sweepstakes
Rich Media
42. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising
Rossiter & Percy's Fundamental Motives
Product Placement
Print Media
43. Form - task - possession - time - place utility
Sales Advertising
Functional needs
Unaided Recall
Reminder Institutional
44. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Institutional Advertising
Publicity Tools
Inquiry Tests
45. 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. Coupons 2. Deals 3. Premiums 4. Contests 5. Sweepstakes 6. Samples 7. Loyalty Programs 8. Point-of-Purchase Displays 9. Rebates 10. Product Placement
Ad research
Attitude Tests
Competitive Institutional
46. What kinds of ads resonate more?
Local Advertisers
Ones with fewer words
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
Reach
47. Link key attributes to the brand name
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Perception
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
Participants in the marketing process
48. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Samples
Place-Based Media
Frequency
Integrated Marketing Communications
49. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Trade-Oriented Sales Promotions (Trade Promotions)
creating a picture of the concept they want to convey
Attitudes
Exchange
50. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuous (Steady) Schedule
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Transit Advertising (Bus - taxi - and subway advertising)
In-House Agencies