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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. What is the best way to grab attention in an ad?
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2. Forms of Product Advertising
Rating
Attitude Tests
Post-Tests
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
3. Questions such as "What ads do you remember watching yesterday?" is asked of respondents without any prompting to determine whether they saw or heard advertising messages.
CPM
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Frequently use the word 'you'
Unaided Recall
4. 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
CB - The Consumer Decision Process
Allowances and Discounts
Participants in the marketing process
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
5. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Purposes of Marketing research
Cost per Thousand (CPM)
Habits
6. Stages of ad development
Frequently use the word 'you'
Post-Tests
Product Advertisements
thumbnails - roughs - dummies - comprehensives (elaborate draft)
7. 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
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
Vertical cooperative advertising
Lead in paragraphs - interior paragraphs - trial close - and close
Negatively originated (informational) motives
8. A discount on each case ordered during a specific time period.
Case Allowance
Comparative
Media vehicle
Coupons
9. Is an individual's openness or curiosity about a brand
Brand interest
Competitive Institutional
Sales Advertising
Lead in paragraphs - interior paragraphs - trial close - and close
10. What are the types of Formatting the Body Copy?
Purposes of Marketing research
Lead in paragraphs - interior paragraphs - trial close - and close
Consumer-Oriented Sales Promotions (Consumer Promotions)
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
11. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Perception
Vertical cooperative advertising
Place-Based Media
12. Tests used to test ad alternatives.
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
Portfolio Tests
Nonpersonal influences on consumer behavior
Frequency
13. Evaluation process conducted before the ads are in place to determine whether the ad communicates the intended message or to select among alternative versions of the ad.
Functions of Marketing research
Market research
Place-Based Media
Pretests
14. Allow the audience to participate actively & immediately
Allowances and Discounts
Digital Interactive Media
Limited-Service Agency
Continuity
15. Promotes a specific product or service and stimulates short term action while building awareness of the business
Local Advertisers
Frequency
Product Advertising
Flighting (Intermittent) Schedule
16. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Habits
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Media class
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
17. A positive bonus is promised rather than the removal or reduction of some negative situation. The 3 positively originated motives- sensory gratification - intellectual stimulation - & social approval
Foreign Media
Positively originated (transformational) motives
Comparative
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
18. 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
Electronic Media
Habits
Horizontal cooperative advertising
the more audience attention
19. Ads used for announcements about what a company is - what it can do - and where it is located.
Participants in the marketing process
Pioneering Institutional
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
Marketing research
20. Cost of media buy/targeted audienceX1 - 000
Samples
CPM-TM
Horizontal cooperative advertising
Media vehicle
21. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Marketing research
Pulse (Burst) Schedule
Comparative
1. Product Advertisements 2. Institutional Advertisements
22. Scare the consumer into action
Vertical cooperative advertising
Foreign Media
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)
Rating
23. Consumer needs - product development - assess effectiveness - financial planning and quality control
Reminder Institutional
Deals
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
Functions of Marketing research
24. Value of Promotion
funny ads - but not always for the right reasons
Purposes of Marketing research
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Segmenting
25. Markets are segmented - products are positioned
Segmenting
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Rich Media
26. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pioneering Institutional
Pioneering
Brand loyalty
Premiums
27. 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'
Frequency
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Allowances and Discounts
Rating
28. What are the kinds of copy you can have in an ad?
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Gross Ratings Points (GRPs)
CB - The Consumer Decision Process
Rating
29. Showing the ad copy to a panel of consumers and having them rate how they liked it - how much it drew their attention - and how attractive they thought it was.
Jury Tests
Rossiter & Percy's Fundamental Motives
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Cooperative Advertising
30. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Outdoor Advertising (Billboard)
Permission-Based Advertising
Vertical cooperative advertising
31. 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
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
International Media
Point-of-Purchase Displays
32. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Publicity Tools
Product Placement
Integrated Marketing Communications
Brand loyalty
33. Three Common Discounts and Allowances
Pretests
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
CPM
Lead in paragraphs - interior paragraphs - trial close - and close
34. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Functional needs
Allowances and Discounts
Regular price-line advertising
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)
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Place-Based Media
Case Allowance
Classified Advertising
36. Studies such as controlled experiments and consumer purchase tests.
Sales Tests
Functions of Marketing research
Brand interest
Outdoor Advertising (Billboard)
37. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Post-Tests
Purposes of Marketing research
Media vehicle
Reachxfrequency
38. Family - society - reference groups - opinion leaders
Interpersonal influences on consumer behavior
Finance Allowance
Functions of Marketing research
Exchange
39. 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
funny ads - but not always for the right reasons
cognitive dissonance
Allowances and Discounts
Media vehicle
40. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Cost per Thousand (CPM)
Nonpersonal influences on consumer behavior
Advocacy
Participants in the marketing process
41. They use Retail Advertising because retail stores account for so much of the market
Deals
Local Advertisers
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
CB - The Consumer Decision Process
42. Advertising used to reinforce previous knowledge of a product.
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
Reminder
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)
43. Advertisements focused on selling a product or service
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)
Product Advertisements
Rebates
Contests
44. Gathering - recording - and analyzing new information to help managers make marketing decisions
Reach
cognitive dissonance
Reach
Marketing research
45. The greater size of an ad illustration...
Message development - You must create a message that gets into the minds of the consumer and target audience
Reach
Integrated Marketing Communications
the more audience attention
46. Advertising showing one brand's strengths relative to its competitors.
Reach
Comparative
Pioneering Institutional
Negatively originated (informational) motives
47. Elements of an advertising message
Trade-Oriented Sales Promotions (Trade Promotions)
audience - ad message itself - communications media - and the product concept
Post-Tests
Permission-Based Advertising
48. 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
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Reach
Classified Advertising
Brand interest
49. Persuade the customer
Foreign Media
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)
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
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
50. What do the most effective radio commercials use?
Sounds that are familiar
Loyalty Programs
Reference groups
1. Product Advertisements 2. Institutional Advertisements