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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. People we try to emulate or whose approval concerns us
Integrated Marketing Communications
Samples
Reference groups
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
2. Placing items on sale and offering two-for-one specials of other deals
Transit Advertising (Bus - taxi - and subway advertising)
STP Marketing (Segmenting - Targeting - Positioning)
Case Allowance
Sales Advertising
3. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Gross Ratings Points (GRPs)
Perception
Habits
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
4. Advertising used to reinforce previous knowledge of a product.
Place-Based Media
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
audience - ad message itself - communications media - and the product concept
Reminder
5. The number of different people or households exposed to an ad.
Reach
Continuous (Steady) Schedule
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
Pioneering
6. Reach (% of total market) x Frequency
Gross Ratings Points (GRPs)
Utility
Pioneering Institutional
Reminder
7. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Deals
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Inquiry Tests
Utility
8. Informs consumers about services or merchandise offered at regular prices
Pioneering Institutional
Purposes of Marketing research
Regular price-line advertising
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
9. Factors of Scheduling Advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Reminder
Regular price-line advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
10. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Trade-Oriented Sales Promotions (Trade Promotions)
Media vehicle
Market research
kickers - boldface and italics
11. Content advertising
Place-Based Media
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Negatively originated (informational) motives
12. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Inquiry Tests
Frequency
Print Media
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
13. Situate the brand socially
Negatively originated (informational) motives
Sweepstakes
Rating
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
14. Three Common Discounts and Allowances
Utility
Exchange
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Buyer Turnover
15. Is our acquired mental position regarding some idea or object
1. Product Advertisements 2. Institutional Advertisements
Attitudes
Place-Based Media
Rating
16. Duration of an advertising message or campaign over a given period of time - sustains memory
Reference groups
Case Allowance
STP Marketing (Segmenting - Targeting - Positioning)
Continuity
17. Transform consumption experience
Continuous (Steady) Schedule
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
Limited-Service Agency
Ones with fewer words
18. 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)
Competitive Institutional
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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)
Classified Advertising
19. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Theater Tests
Interpersonal influences on consumer behavior
Functions of Marketing research
20. Time - place of sale - environment
BDI (Brand development index)
Clearance advertising (a special form of sale advertising)
cognitive dissonance
Nonpersonal influences on consumer behavior
21. Approaches to Post-Testing
Competitive Institutional
Lead in paragraphs - interior paragraphs - trial close - and close
Aided Recall
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
22. 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
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
Reminder Institutional
CB - The Consumer Decision Process
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
23. Persuade the customer
cognitive dissonance
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
Case Allowance
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
24. Gross rating points =
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
Reachxfrequency
Product Advertising
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
25. Studies such as controlled experiments and consumer purchase tests.
Buyer Turnover
Sales Tests
Pioneering
Rossiter & Percy's Fundamental Motives
26. Value of Promotion
Continuity
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Competitive Institutional
Horizontal cooperative advertising
27. What are the standard subjects for ad visuals?
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
Institutional Advertisements
28. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Unaided Recall
Full-Service Agency
Limited-Service Agency
Participants in the marketing process
29. What is the best way to grab attention in an ad?
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30. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Flighting (Intermittent) Schedule
Market research
Theater Tests
Unaided Recall
31. Forms of Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
In-House Agencies
Premiums
Print Media
32. 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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Cost per Thousand (CPM)
Horizontal cooperative advertising
Product Advertising
33. 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
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
Local Advertisers
Product Placement
34. Define the brand image
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Comparative
Rebates
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
35. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Transit Advertising (Bus - taxi - and subway advertising)
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
BDI (Brand development index)
36. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Reach
Opinion leaders
Exchange
Regular price-line advertising
37. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
creating a picture of the concept they want to convey
STP Marketing (Segmenting - Targeting - Positioning)
Nonpersonal influences on consumer behavior
Samples
38. Merchandise offered free or at a significant discount.
Merchandise Allowance
Digital Interactive Media
Premiums
Segmenting
39. What are the types of subheads?
Buyer Turnover
kickers - boldface and italics
Media vehicle
Competitive Institutional
40. The greater size of an ad illustration...
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
the more audience attention
Interpersonal influences on consumer behavior
Institutional Advertisements
41. Customer's perception of product/service; sometimes advertisers need to change those perceptions. As well as seller's perception of customer's needs - wants - objectives.
Perception
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Clearance advertising (a special form of sale advertising)
creating a picture of the concept they want to convey
42. 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.
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
Jury Tests
Transit Advertising
Positively originated (transformational) motives
43. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Integrated Marketing Communications
Reminder Institutional
Outdoor Advertising (Billboard)
Positively originated (transformational) motives
44. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Nonpersonal influences on consumer behavior
Allowances and Discounts
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
Horizontal cooperative advertising
45. Broad category of media - such as television - radio or newspaper
Transit Advertising
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Media class
Horizontal cooperative advertising
46. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Perception
Positively originated (transformational) motives
Cost per Thousand (CPM)
47. Some methods for scheduling media
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
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Product Placement
Post-Tests
48. They use Retail Advertising because retail stores account for so much of the market
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Reminder
Local Advertisers
Allowances and Discounts
49. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Sales Tests
Theater Tests
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
the more audience attention
50. Is the products ability to satisfy both functional needs & symbolic wants
Institutional Advertising
Utility
Buyer Turnover
Frequency