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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. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Inquiry Tests
Reach
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)
Deals
2. Family - society - reference groups - opinion leaders
Interpersonal influences on consumer behavior
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Jury Tests
3. Advertising showing one brand's strengths relative to its competitors.
Comparative
Finance Allowance
Theater Tests
Attitude Tests
4. They use Retail Advertising because retail stores account for so much of the market
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Cooperative
Reachxfrequency
Local Advertisers
5. Three Approaches to Setting Advertising Schedules
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Deals
Theater Tests
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
6. Simply the percentage of homes exposed to an advertising media
Product Advertisements
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Rating
Message development - You must create a message that gets into the minds of the consumer and target audience
7. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Negatively originated (informational) motives
Publicity Tools
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
Functions of Marketing research
8. Some methods for scheduling media
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
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Samples
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
9. Content advertising
Cost per Thousand (CPM)
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Rebates
Frequency
10. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Interpersonal influences on consumer behavior
Full-Service Agency
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
Reminder
11. Approaches to Post-Testing
Reach
Ad research
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Pioneering
12. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Product Advertisements
Institutional Advertisements
Permission-Based Advertising
Transit Advertising (Bus - taxi - and subway advertising)
13. Value of Promotion
Rich Media
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Sales Advertising
Reach
14. Placing items on sale and offering two-for-one specials of other deals
Sales Advertising
Rating
Coupons
Case Allowance
15. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
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
Ones with fewer words
Theater Tests
Functional needs
16. 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
CB - The Consumer Decision Process
Positively originated (transformational) motives
Sweepstakes
Consumer-Oriented Sales Promotions (Consumer Promotions)
17. What kinds of ads resonate more?
Vertical cooperative advertising
Flighting (Intermittent) Schedule
Ones with fewer words
Product Placement
18. Merchandise offered free or at a significant discount.
Case Allowance
Exchange
Premiums
Functions of Marketing research
19. What is the best way to grab attention in an ad?
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20. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Local Advertisers
Sounds that are familiar
Product Placement
Limited-Service Agency
21. Forms of Institutional Advertisements
Premiums
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
funny ads - but not always for the right reasons
Direct Mail Advertising
22. Types of audience resonance
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23. 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.
Samples
Perception
Pioneering Institutional
thumbnails - roughs - dummies - comprehensives (elaborate draft)
24. Stages of ad development
Print Media
Local Advertisers
Reminder
thumbnails - roughs - dummies - comprehensives (elaborate draft)
25. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Direct Mail Advertising
Institutional Advertising
Transit Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
26. What are the types of Formatting the Body Copy?
Finance Allowance
Lead in paragraphs - interior paragraphs - trial close - and close
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
BDI (Brand development index)
27. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Pulse (Burst) Schedule
Trade-Oriented Sales Promotions (Trade Promotions)
Attitude Tests
28. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Trade-Oriented Sales Promotions (Trade Promotions)
Sounds that are familiar
Cost per Thousand (CPM)
Habits
29. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuous (Steady) Schedule
International Media
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Institutional Advertisements
30. Allow the audience to participate actively & immediately
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
Horizontal cooperative advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Digital Interactive Media
31. 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.
Marketing research
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Competitive Institutional
Pretests
32. 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.
funny ads - but not always for the right reasons
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Sounds that are familiar
Sweepstakes
33. Types of Advertisements
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
Message development - You must create a message that gets into the minds of the consumer and target audience
Competitive Institutional
1. Product Advertisements 2. Institutional Advertisements
34. Of radio & tv used to be called broadcast media; but with advent of cable TV - many programs are now transmitted electronically though wires rather than broadcast through the air
Electronic Media
Transit Advertising
Attitude Tests
Finance Allowance
35. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Merchandise Allowance
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
CPM
Purposes of Marketing research
36. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Continuous (Steady) Schedule
Reminder Institutional
Place-Based Media
Participants in the marketing process
37. Advertisements focused on selling a product or service
Integrated Marketing Communications
Product Advertisements
Transit Advertising (Bus - taxi - and subway advertising)
Maslow's hierarchy of needs theory of motivation based on unmet human needs
38. Persuade the customer
Direct Mail Advertising
CPM
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. Product Advertisements 2. Institutional Advertisements
39. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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40. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Deals
Participants in the marketing process
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)
Exchange
41. The manufacturer provides the complete ads & shares the cost of the advertising time or space
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Vertical cooperative advertising
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
Lead in paragraphs - interior paragraphs - trial close - and close
42. The percentage of households in a market that are tuned to a particular TV/radio show.
Reminder
Rating
Pretests
Product Advertisements
43. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Sweepstakes
Point-of-Purchase Displays
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
44. 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.
Buyer Turnover
creating a picture of the concept they want to convey
Jury Tests
Advocacy
45. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Electronic Media
Trade-Oriented Sales Promotions (Trade Promotions)
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
Jury Tests
46. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Classified Advertising
Direct Mail Advertising
Utility
47. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Integrated Marketing Communications
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
48. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Outdoor Advertising (Billboard)
Institutional Advertisements
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Rating
49. 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
Horizontal cooperative advertising
Frequently use the word 'you'
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
Cooperative Advertising
50. Interactive online advertising.
Buyer Turnover
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
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
Rich Media