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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 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
Exchange
cognitive dissonance
Comparative
Opinion leaders
2. What kind of ads are most often remembered?
thumbnails - roughs - dummies - comprehensives (elaborate draft)
funny ads - but not always for the right reasons
Rich Media
Continuous (Steady) Schedule
3. Cost of media buy/targeted audienceX1 - 000
Classified Advertising
CPM-TM
Utility
Recency planning
4. Transform consumption experience
CPM
the more audience attention
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
5. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Place-Based Media
Functional needs
Exchange
Ad research
6. Types of Advertisements
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
1. Product Advertisements 2. Institutional Advertisements
Segmenting
Rossiter & Percy's Fundamental Motives
7. Advertising showing one brand's strengths relative to its competitors.
Comparative
Permission-Based Advertising
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
Frequently use the word 'you'
8. Types of audience resonance
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9. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Local Advertisers
Coupons
Full-Service Agency
Case Allowance
10. 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
Competitive
Attitude Tests
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
11. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Loyalty Programs
Purchase Frequency
Limited-Service Agency
Rich Media
12. What are the kinds of copy you can have in an ad?
Sounds that are familiar
Aided Recall
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Ones with fewer words
13. Forms of Product Advertising
CB - The Consumer Decision Process
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Frequently use the word 'you'
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
14. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cost per Thousand (CPM)
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
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
cognitive dissonance
15. 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
creating a picture of the concept they want to convey
Positively originated (transformational) motives
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)
Frequency
16. What do the most effective radio commercials use?
Sounds that are familiar
Purposes of Marketing research
Attitude Tests
Horizontal cooperative advertising
17. Advertising that promotes a specific brand's features and benefits.
Opinion leaders
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Integrated Marketing Communications
Competitive
18. Duration of an advertising message or campaign over a given period of time - sustains memory
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Purchase Frequency
Local Advertisers
Continuity
19. Interactive online advertising.
Permission-Based Advertising
Rich Media
Integrated Marketing Communications
Cooperative
20. Tests used to test ad alternatives.
Integrated Marketing Communications
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Portfolio Tests
CPM
21. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Point-of-Purchase Displays
Exchange
Attitudes
Positively originated (transformational) motives
22. Value of Promotion
Allowances and Discounts
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Competitive Institutional
23. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Sales Advertising
STP Marketing (Segmenting - Targeting - Positioning)
International Media
Cooperative Advertising
24. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Theater Tests
Loyalty Programs
Cooperative
25. Define the brand image
Samples
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Sales Tests
Integrated Marketing Communications
26. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
Rating
Rossiter & Percy's Fundamental Motives
Ad research
27. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Foreign Media
Integrated Marketing Communications
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Merchandise Allowance
28. Ads used for announcements about what a company is - what it can do - and where it is located.
Pioneering Institutional
Market research
Reachxfrequency
Publicity Tools
29. Broad category of media - such as television - radio or newspaper
Reachxfrequency
Purposes of Marketing research
Reminder
Media class
30. Addition product information - product samples - or premiums are offered to an ad's readers or viewers. Ads generating the most inquiries are presumed to be the most effective.
Functions of Marketing research
Sweepstakes
Inquiry Tests
Vertical cooperative advertising
31. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Product Advertising
Attitude Tests
Gross Ratings Points (GRPs)
Outdoor Advertising (Billboard)
32. 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.
Unaided Recall
Advocacy
Brand loyalty
Horizontal cooperative advertising
33. Joining together in a consistent manner everything that communicates with customers
Comparative
Integrated Marketing Communications
Attitudes
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
34. 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
audience - ad message itself - communications media - and the product concept
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
BDI (Brand development index)
Attitudes
35. What is the best way to grab attention in an ad?
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36. Types of Publicity Tools
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
International Media
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Premiums
37. Common Advertising Appeals
Allowances and Discounts
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Lead in paragraphs - interior paragraphs - trial close - and close
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
38. What does the layout of an ad consist of?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Rich Media
Reference groups
Flighting (Intermittent) Schedule
39. 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
Direct Mail Advertising
Exchange
Cooperative
Horizontal cooperative advertising
40. How often new buyers enter the market to buy the product.
Buyer Turnover
Opinion leaders
Institutional Advertising
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
41. Approaches to Post-Testing
Negatively originated (informational) motives
Transit Advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
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
42. Affective Association
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43. Visualization/conceptualization
Reach
creating a picture of the concept they want to convey
Rebates
Pretests
44. Made up of the company's own advertising staff. They may provide full services or limited services.
In-House Agencies
Utility
Segmenting
Place-Based Media
45. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
funny ads - but not always for the right reasons
Coupons
Print Media
Case Allowance
46. Scare the consumer into action
Pioneering
Functions of Marketing research
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
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)
47. 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.
Foreign Media
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
Permission-Based Advertising
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
48. Influencing the brand choice of consumers who are 'ready to buy'
Allowances and Discounts
Aided Recall
Samples
Recency planning
49. Factors of Scheduling Advertising
Jury Tests
Media vehicle
Inquiry Tests
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
50. Information gathered about a particular market or market segment
Sales Advertising
Pioneering Institutional
Interpersonal influences on consumer behavior
Market research