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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. Simply the percentage of homes exposed to an advertising media
Merchandise Allowance
Rating
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)
Point-of-Purchase Displays
2. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Competitive
Reach
3. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Cooperative Advertising
Aided Recall
Exchange
Product Advertising
4. Time - place of sale - environment
Frequency
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
CPM-TM
Nonpersonal influences on consumer behavior
5. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
1. Product Advertisements 2. Institutional Advertisements
Publicity Tools
Frequency
Brand loyalty
6. Duration of an advertising message or campaign over a given period of time - sustains memory
International Media
Integrated Marketing Communications
Continuity
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
7. Markets are segmented - products are positioned
Segmenting
CPM-TM
Case Allowance
BDI (Brand development index)
8. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Sounds that are familiar
Rating
Foreign Media
Media vehicle
9. People we try to emulate or whose approval concerns us
Reference groups
Opinion leaders
Premiums
cognitive dissonance
10. Allow the audience to participate actively & immediately
Premiums
Frequency
Digital Interactive Media
Jury Tests
11. What are the standard subjects for ad visuals?
Purposes of Marketing research
Product Advertisements
kickers - boldface and italics
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
12. Displays that take the form of an advertising sign in high traffic areas of store aisles.
CB - The Consumer Decision Process
Comparative
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Point-of-Purchase Displays
13. Forms of Product Advertising
Samples
Reach
Participants in the marketing process
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
14. What are the types of headlines?
Nonpersonal influences on consumer behavior
Segmenting
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
In-House Agencies
15. Respondents are asked questions to measure changes in their attitudes after an ad campaign - such as whether they have a more favorable attitude toward the product advertised.
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
Attitude Tests
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Competitive Institutional
16. 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.
Permission-Based Advertising
Portfolio Tests
Frequency
Participants in the marketing process
17. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Print Media
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
Cooperative
CPM-TM
18. 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
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
Foreign Media
BDI (Brand development index)
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
19. How often new buyers enter the market to buy the product.
Attitudes
Vertical cooperative advertising
Reminder Institutional
Buyer Turnover
20. Approaches to Post-Testing
Merchandise Allowance
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Transit Advertising
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
21. 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.
Comparative
Pretests
Sweepstakes
Pioneering Institutional
22. 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.
Pretests
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Utility
Rating
23. 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
Positively originated (transformational) motives
Lead in paragraphs - interior paragraphs - trial close - and close
kickers - boldface and italics
24. Interactive online advertising.
Sounds that are familiar
Reach
Rich 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
25. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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26. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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27. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
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
Rating
Outdoor Advertising (Billboard)
Pioneering Institutional
28. Family - society - reference groups - opinion leaders
Perception
Interpersonal influences on consumer behavior
Brand loyalty
Reference groups
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
Competitive
Case Allowance
Rating
30. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Ad research
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. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Finance Allowance
31. Value of Promotion
Jury Tests
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Rebates
Sales Advertising
32. What are the function of headlines?
STP Marketing (Segmenting - Targeting - Positioning)
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
Vertical cooperative advertising
Utility
33. Promotes a specific product or service and stimulates short term action while building awareness of the business
Pulse (Burst) Schedule
Rating
Product Advertising
Utility
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)
Negatively originated (informational) motives
Classified Advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Transit Advertising
35. Is our acquired mental position regarding some idea or object
Attitudes
Post-Tests
Reach
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
36. Joining together in a consistent manner everything that communicates with customers
Integrated Marketing Communications
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
Reach
In-House Agencies
37. Reach (% of total market) x Frequency
Pulse (Burst) Schedule
Market research
Gross Ratings Points (GRPs)
Cost per Thousand (CPM)
38. Link key attributes to the brand name
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
Horizontal cooperative advertising
BDI (Brand development index)
Rossiter & Percy's Fundamental Motives
39. Content advertising
Portfolio Tests
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
Pretests
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
40. Advertising used to reinforce previous knowledge of a product.
Frequently use the word 'you'
Attitudes
Reminder
the more audience attention
41. 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
Cooperative 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
Full-Service Agency
42. They use Retail Advertising because retail stores account for so much of the market
Ones with fewer words
Segmenting
Local Advertisers
International Media
43. Advertising that promotes a specific brand's features and benefits.
STP Marketing (Segmenting - Targeting - Positioning)
Functions of Marketing research
Competitive
Electronic Media
44. 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.
Ones with fewer words
Product Placement
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Limited-Service Agency
45. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Flighting (Intermittent) Schedule
creating a picture of the concept they want to convey
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Inquiry Tests
46. Ads that state the position of a company on an issue.
Market research
Advocacy
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Rich Media
47. Informs consumers about services or merchandise offered at regular prices
Direct Mail Advertising
Product Advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Regular price-line advertising
48. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Theater Tests
Rossiter & Percy's Fundamental Motives
Ones with fewer words
Allowances and Discounts
49. Stages of ad development
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
thumbnails - roughs - dummies - comprehensives (elaborate draft)
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
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
50. Where is the advertising and brand battle won or lost?
Message development - You must create a message that gets into the minds of the consumer and target audience
Attitudes
Rich Media
thumbnails - roughs - dummies - comprehensives (elaborate draft)