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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. Offers the return of money based on proof of purchase.
Rebates
International Media
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Electronic Media
2. Duration of an advertising message or campaign over a given period of time - sustains memory
Continuity
Foreign Media
Sales Advertising
CPM-TM
3. Influencing the brand choice of consumers who are 'ready to buy'
Utility
Marketing research
Recency planning
cognitive dissonance
4. 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'
creating a picture of the concept they want to convey
Trade-Oriented Sales Promotions (Trade Promotions)
Sales Advertising
Frequency
5. 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
Reach
Frequently use the word 'you'
Opinion leaders
audience - ad message itself - communications media - and the product concept
6. Gross rating points =
Forgetting Rate
Pioneering
Reachxfrequency
Loyalty Programs
7. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Pioneering Institutional
Market research
Allowances and Discounts
audience - ad message itself - communications media - and the product concept
8. What are the types of subheads?
Purposes of Marketing research
Post-Tests
Frequency
kickers - boldface and italics
9. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Negatively originated (informational) motives
Theater Tests
BDI (Brand development index)
10. Form - task - possession - time - place utility
Rating
Pioneering
Functional needs
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
11. Time - place of sale - environment
Nonpersonal influences on consumer behavior
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Transit Advertising (Bus - taxi - and subway advertising)
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
12. Is our acquired mental position regarding some idea or object
Competitive
Interpersonal influences on consumer behavior
Attitudes
Rossiter & Percy's Fundamental Motives
13. 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
Recency planning
Gross Ratings Points (GRPs)
BDI (Brand development index)
International Media
14. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cost per Thousand (CPM)
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
Transit Advertising (Bus - taxi - and subway advertising)
15. Tests used to test ad alternatives.
cognitive dissonance
audience - ad message itself - communications media - and the product concept
Continuity
Portfolio Tests
16. Persuade the customer
Utility
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. Building Long-Term Relationships with Promotion 2. Self-Regulation
Recency planning
17. Displays that take the form of an advertising sign in high traffic areas of store aisles.
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
International Media
Point-of-Purchase Displays
Attitudes
18. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Message development - You must create a message that gets into the minds of the consumer and target audience
Reach
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
Publicity Tools
19. The number of different people or households exposed to an ad.
Print Media
Reminder
Reach
Pioneering
20. Studies such as controlled experiments and consumer purchase tests.
Competitive
Sales Tests
Interpersonal influences on consumer behavior
Print Media
21. Interactive online advertising.
Sales Tests
Rich Media
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
Horizontal cooperative advertising
22. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Frequency
Finance Allowance
Rossiter & Percy's Fundamental Motives
Cost per Thousand (CPM)
23. Changing behavior by inducing anxiety
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Purposes of Marketing research
Competitive Institutional
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
24. Forms of Institutional Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
CB - The Consumer Decision Process
Digital Interactive Media
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
25. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Participants in the marketing process
Exchange
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
Positively originated (transformational) motives
26. Common Advertising Appeals
Cooperative Advertising
Market research
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. Advertisements focused on selling a product or service
Ones with fewer words
Merchandise Allowance
Jury Tests
Product Advertisements
28. Where is the advertising and brand battle won or lost?
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Message development - You must create a message that gets into the minds of the consumer and target audience
CPM
Pulse (Burst) Schedule
29. Consumer needs - product development - assess effectiveness - financial planning and quality control
Functions of Marketing research
Participants in the marketing process
Positively originated (transformational) motives
Local Advertisers
30. 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.
the more audience attention
Sweepstakes
Brand interest
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
31. What is the best way to grab attention in an ad?
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32. Joining together in a consistent manner everything that communicates with customers
Advocacy
audience - ad message itself - communications media - and the product concept
Digital Interactive Media
Integrated Marketing Communications
33. Factors of Scheduling Advertising
Institutional Advertising
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
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Electronic Media
34. 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)
CPM
Exchange
Market research
Classified Advertising
35. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
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
Purposes of Marketing research
Permission-Based Advertising
36. 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
Nonpersonal influences on consumer behavior
Rating
cognitive dissonance
Integrated Marketing Communications
37. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Competitive Institutional
CPM
BDI (Brand development index)
Product Placement
38. 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.
Competitive Institutional
Direct Mail Advertising
Utility
Horizontal cooperative advertising
39. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Opinion leaders
Competitive
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
Place-Based Media
40. They use Retail Advertising because retail stores account for so much of the market
Rich Media
Local Advertisers
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Post-Tests
41. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Cost per Thousand (CPM)
Reach
Direct Mail Advertising
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
42. 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.
Flighting (Intermittent) Schedule
Limited-Service Agency
Merchandise Allowance
Foreign Media
43. Made up of the company's own advertising staff. They may provide full services or limited services.
Forgetting Rate
Positively originated (transformational) motives
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
In-House Agencies
44. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Habits
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Comparative
Institutional Advertising
45. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
1. Product Advertisements 2. Institutional Advertisements
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
Continuous (Steady) Schedule
46. Advertising showing one brand's strengths relative to its competitors.
Comparative
Electronic Media
Media class
Reach
47. The speed which buyers forget the brand if advertising is not seen.
Forgetting Rate
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
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Opinion leaders
48. Offering the product free or at a greatly reduced price.
Samples
creating a picture of the concept they want to convey
Frequency
Jury Tests
49. Transform consumption experience
CB - The Consumer Decision Process
Coupons
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
Brand interest
50. Elements of an advertising message
Pioneering
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
audience - ad message itself - communications media - and the product concept
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance