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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 are the principles of design?
Continuity
cognitive dissonance
Opinion leaders
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. 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
Pioneering Institutional
Sales Advertising
CB - The Consumer Decision Process
Brand loyalty
3. Family - society - reference groups - opinion leaders
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Product Advertising
Interpersonal influences on consumer behavior
Finance Allowance
4. 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.
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)
Pretests
Positively originated (transformational) motives
Place-Based Media
5. 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.
Frequency
Transit Advertising
Unaided Recall
Brand interest
6. Situate the brand socially
Functional needs
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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
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
7. Changing behavior by inducing anxiety
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
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
Interpersonal influences on consumer behavior
the more audience attention
8. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Buyer Turnover
Outdoor Advertising (Billboard)
Contests
9. What are the kinds of copy you can have in an ad?
BDI (Brand development index)
Comparative
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
In-House Agencies
10. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Comparative
Participants in the marketing process
Contests
Vertical cooperative advertising
11. Offering the product free or at a greatly reduced price.
Negatively originated (informational) motives
Forgetting Rate
Reference groups
Samples
12. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
audience - ad message itself - communications media - and the product concept
Print Media
Institutional Advertising
Integrated Marketing Communications
13. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Rossiter & Percy's Fundamental Motives
Institutional Advertisements
Aided Recall
Participants in the marketing process
14. Factors of Scheduling Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Publicity Tools
Rossiter & Percy's Fundamental Motives
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
15. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Theater Tests
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
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
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
16. Tests used to test ad alternatives.
Ones with fewer words
Ad research
Functional needs
Portfolio Tests
17. Types of Publicity Tools
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
CPM-TM
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Limited-Service Agency
18. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Case Allowance
Habits
Vertical cooperative advertising
Gross Ratings Points (GRPs)
19. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Reach
Clearance advertising (a special form of sale advertising)
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
Trade-Oriented Sales Promotions (Trade Promotions)
20. Common Advertising Appeals
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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
Message development - You must create a message that gets into the minds of the consumer and target audience
Brand loyalty
21. What are the function of headlines?
creating a picture of the concept they want to convey
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Flighting (Intermittent) Schedule
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
22. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Sounds that are familiar
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Jury Tests
Post-Tests
23. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
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
Coupons
Trade-Oriented Sales Promotions (Trade Promotions)
Foreign Media
24. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Case Allowance
Cooperative
Positively originated (transformational) motives
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
25. 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
Cooperative Advertising
Participants in the marketing process
Segmenting
Horizontal cooperative advertising
26. Where is the advertising and brand battle won or lost?
Full-Service Agency
funny ads - but not always for the right reasons
Coupons
Message development - You must create a message that gets into the minds of the consumer and target audience
27. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
audience - ad message itself - communications media - and the product concept
Continuity
Brand loyalty
Positively originated (transformational) motives
28. Form - task - possession - time - place utility
Institutional Advertisements
Functional needs
Attitudes
Rating
29. The percentage of households in a market that are tuned to a particular TV/radio show.
Direct Mail Advertising
International Media
Gross Ratings Points (GRPs)
Rating
30. 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.
Contests
Competitive Institutional
Horizontal cooperative advertising
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
31. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Marketing research
Segmenting
Aided Recall
thumbnails - roughs - dummies - comprehensives (elaborate draft)
32. Duration of an advertising message or campaign over a given period of time - sustains memory
Functional needs
Continuity
the more audience attention
Pioneering
33. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Flighting (Intermittent) Schedule
Finance Allowance
Theater Tests
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
34. What are the types of Formatting the Body Copy?
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
Functions of Marketing research
Lead in paragraphs - interior paragraphs - trial close - and close
International Media
35. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Frequency
Market research
International Media
Jury Tests
36. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Interpersonal influences on consumer behavior
Allowances and Discounts
Rating
Reminder Institutional
37. What kind of ads are most often remembered?
Vertical cooperative advertising
funny ads - but not always for the right reasons
Case Allowance
International Media
38. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Segmenting
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
Institutional Advertising
Continuous (Steady) Schedule
39. 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.
Case Allowance
Participants in the marketing process
Utility
Jury Tests
40. What are the types of headlines?
Consumer-Oriented Sales Promotions (Consumer Promotions)
Continuous (Steady) Schedule
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Functions of Marketing research
41. The more frequently a product is purchased - the less repetition is required.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
creating a picture of the concept they want to convey
Purchase Frequency
CPM
42. Content advertising
Buyer Turnover
Sales Tests
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Brand interest
43. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Pioneering Institutional
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
CB - The Consumer Decision Process
Exchange
44. 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
Portfolio Tests
Reminder Institutional
Clearance advertising (a special form of sale advertising)
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
45. 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)
Jury Tests
Classified Advertising
Transit Advertising
STP Marketing (Segmenting - Targeting - Positioning)
46. Approaches to Post-Testing
Finance Allowance
Reach
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
CPM
47. What is the best way to grab attention in an ad?
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48. What does the layout of an ad consist of?
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
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Coupons
Reference groups
49. Ads used for announcements about what a company is - what it can do - and where it is located.
funny ads - but not always for the right reasons
Theater Tests
Pioneering Institutional
Loyalty Programs
50. 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.
Integrated Marketing Communications
Perception
Marketing research
Permission-Based Advertising