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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. 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
Brand interest
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
BDI (Brand development index)
creating a picture of the concept they want to convey
2. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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3. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Forgetting Rate
Brand loyalty
Competitive
4. Promotes a specific product or service and stimulates short term action while building awareness of the business
Opinion leaders
Product Advertising
In-House Agencies
Recency planning
5. Types of Publicity Tools
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Pioneering
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
thumbnails - roughs - dummies - comprehensives (elaborate draft)
6. Time - place of sale - environment
Nonpersonal influences on consumer behavior
Institutional Advertisements
audience - ad message itself - communications media - and the product concept
Trade-Oriented Sales Promotions (Trade Promotions)
7. Consumer needs - product development - assess effectiveness - financial planning and quality control
Functions of Marketing research
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
Competitive Institutional
Lead in paragraphs - interior paragraphs - trial close - and close
8. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Product Placement
cognitive dissonance
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Theater Tests
9. The most common energizers of consumer behavior - such as a problem removal or problem avoidance. The consumer actively seeks information to reduce the mental state
Recency planning
Place-Based Media
Negatively originated (informational) motives
Functions of Marketing research
10. The speed which buyers forget the brand if advertising is not seen.
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Forgetting Rate
Sales Tests
Contests
11. Is the products ability to satisfy both functional needs & symbolic wants
Utility
Comparative
Loyalty Programs
Transit Advertising
12. Advertising used to reinforce previous knowledge of a product.
Reminder
Reach
Negatively originated (informational) motives
BDI (Brand development index)
13. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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14. Markets are segmented - products are positioned
Print Media
Segmenting
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Marketing research
15. Types of audience resonance
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16. Placing items on sale and offering two-for-one specials of other deals
Contests
Competitive Institutional
Sales Advertising
Continuous (Steady) Schedule
17. What kind of ads are most often remembered?
Permission-Based Advertising
Unaided Recall
cognitive dissonance
funny ads - but not always for the right reasons
18. 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.
Reference groups
Reach
Attitude Tests
Gross Ratings Points (GRPs)
19. Interactive online advertising.
Purchase 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
Premiums
Rich Media
20. Tests used to test ad alternatives.
Reminder
Frequently use the word 'you'
1. Product Advertisements 2. Institutional Advertisements
Portfolio Tests
21. Family - society - reference groups - opinion leaders
Purchase Frequency
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Jury Tests
Interpersonal influences on consumer behavior
22. Ads that state the position of a company on an issue.
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Point-of-Purchase Displays
Advocacy
Cooperative Advertising
23. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Ad research
CPM
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
24. Party Responsible for Carrying Out Advertising Program
Integrated Marketing Communications
Attitudes
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Inquiry Tests
25. Reach (% of total market) x Frequency
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Foreign Media
Gross Ratings Points (GRPs)
Recency planning
26. Forms of Institutional Advertisements
Merchandise Allowance
Media class
Pretests
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
27. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Integrated Marketing Communications
Sweepstakes
Print Media
Pretests
28. 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.
Ad research
Contests
Perception
Limited-Service Agency
29. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Reach
Contests
Brand loyalty
Inquiry Tests
30. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Electronic Media
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Nonpersonal influences on consumer behavior
Coupons
31. Content advertising
Rich Media
kickers - boldface and italics
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
32. The percentage of households in a market that are tuned to a particular TV/radio show.
CPM
Rating
Attitude Tests
Advocacy
33. 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
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Permission-Based Advertising
Reach
34. Joining together in a consistent manner everything that communicates with customers
Attitudes
Integrated Marketing Communications
Samples
Product Placement
35. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Place-Based Media
Allowances and Discounts
Competitive
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
36. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Attitudes
Finance Allowance
Limited-Service Agency
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
37. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
1. Product Advertisements 2. Institutional Advertisements
Outdoor Advertising (Billboard)
Advocacy
Transit Advertising (Bus - taxi - and subway advertising)
38. Gross rating points =
Participants in the marketing process
Contests
Direct Mail Advertising
Reachxfrequency
39. Ads used for announcements about what a company is - what it can do - and where it is located.
bleed pages - inserts - covers - front - inside front - inside back - and outside back
the more audience attention
Jury Tests
Pioneering Institutional
40. Merchandise offered free or at a significant discount.
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Premiums
CPM-TM
Sales Tests
41. Promote brand recall
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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
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
42. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Frequency
Buyer Turnover
Place-Based Media
Point-of-Purchase Displays
43. Cost of media buy/targeted audienceX1 - 000
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Institutional Advertising
CPM-TM
Rich Media
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
Clearance advertising (a special form of sale advertising)
Pioneering Institutional
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Limited-Service Agency
45. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
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
Ones with fewer words
Utility
46. What does the layout of an ad consist of?
Pulse (Burst) Schedule
Comparative
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Maslow's hierarchy of needs theory of motivation based on unmet human needs
47. What are the standard subjects for ad visuals?
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
Clearance advertising (a special form of sale advertising)
Sweepstakes
Classified Advertising
48. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Continuity
Gross Ratings Points (GRPs)
Direct Mail Advertising
Sales Tests
49. Common Advertising Appeals
CB - The Consumer Decision Process
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Continuous (Steady) Schedule
thumbnails - roughs - dummies - comprehensives (elaborate draft)
50. 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.
Forgetting Rate
Place-Based Media
Ones with fewer words
Sweepstakes