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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. Reach (% of total market) x Frequency
Gross Ratings Points (GRPs)
Reference groups
Trade-Oriented Sales Promotions (Trade Promotions)
Digital Interactive Media
2. Family - society - reference groups - opinion leaders
Regular price-line advertising
Pioneering Institutional
Interpersonal influences on consumer behavior
Institutional Advertisements
3. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Product Advertisements
Transit Advertising (Bus - taxi - and subway advertising)
Deals
Interpersonal influences on consumer behavior
4. 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
Electronic Media
Cost per Thousand (CPM)
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
5. 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)
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
Classified Advertising
Place-Based Media
Publicity Tools
6. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Continuity
Buyer Turnover
Deals
Point-of-Purchase Displays
7. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
cognitive dissonance
Cooperative
Aided Recall
Sales Advertising
8. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Reminder
Participants in the marketing process
Rating
Print Media
9. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Product Advertising
Allowances and Discounts
Lead in paragraphs - interior paragraphs - trial close - and close
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
10. Form - task - possession - time - place utility
Cooperative
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Brand loyalty
Functional needs
11. Situate the brand socially
kickers - boldface and italics
Vertical cooperative 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
Premiums
12. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Sounds that are familiar
creating a picture of the concept they want to convey
Attitude Tests
Finance Allowance
13. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Continuity
Frequently use the word 'you'
Premiums
Cooperative Advertising
14. Is the products ability to satisfy both functional needs & symbolic wants
Utility
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Cooperative Advertising
Unaided Recall
15. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
Sales Tests
Comparative
Place-Based Media
16. A discount on each case ordered during a specific time period.
Inquiry Tests
Forgetting Rate
Case Allowance
Post-Tests
17. What does the layout of an ad consist of?
Sweepstakes
Participants in the marketing process
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
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
18. What are the principles of design?
Functional needs
Coupons
Interpersonal influences on consumer behavior
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
19. Time - place of sale - environment
Contests
Perception
Frequently use the word 'you'
Nonpersonal influences on consumer behavior
20. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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21. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
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
Trade-Oriented Sales Promotions (Trade Promotions)
Flighting (Intermittent) Schedule
Sales Advertising
22. 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
Reach
cognitive dissonance
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
23. Scare the consumer into action
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)
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Reach
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
24. Reimbursing a retailer for extra in-store support or special featuring of the brand.
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
Gross Ratings Points (GRPs)
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Merchandise Allowance
25. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Direct Mail Advertising
Trade-Oriented Sales Promotions (Trade Promotions)
Institutional 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
26. 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
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Reach
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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
27. Ads on the interior and exterior of busses - subways - and taxis.
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
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Permission-Based Advertising
Transit Advertising
28. 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
Jury Tests
Electronic Media
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
Cost per Thousand (CPM)
29. Advertising used to reinforce previous knowledge of a product.
Message development - You must create a message that gets into the minds of the consumer and target audience
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Competitive
Reminder
30. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Pulse (Burst) Schedule
Publicity Tools
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
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
31. 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.
Clearance advertising (a special form of sale advertising)
Jury Tests
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
32. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Sweepstakes
Theater Tests
Buyer Turnover
CPM
33. 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
Ones with fewer words
Cooperative
Negatively originated (informational) motives
Attitudes
34. 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.
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Pioneering Institutional
Competitive
Sweepstakes
35. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Media class
Post-Tests
Institutional Advertisements
Functional needs
36. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Gross Ratings Points (GRPs)
Foreign Media
Nonpersonal influences on consumer behavior
Theater Tests
37. Visualization/conceptualization
Classified Advertising
Coupons
creating a picture of the concept they want to convey
Print Media
38. Made up of the company's own advertising staff. They may provide full services or limited services.
Cost per Thousand (CPM)
In-House Agencies
Buyer Turnover
Digital Interactive Media
39. 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
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Clearance advertising (a special form of sale advertising)
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)
Sales Tests
40. Tests used to test ad alternatives.
Attitude Tests
Habits
Pioneering Institutional
Portfolio Tests
41. The percentage of households in a market that are tuned to a particular TV/radio show.
Rating
Exchange
Pulse (Burst) Schedule
Trade-Oriented Sales Promotions (Trade Promotions)
42. People we try to emulate or whose approval concerns us
Reference groups
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
BDI (Brand development index)
Rating
43. Three Approaches to Setting Advertising Schedules
BDI (Brand development index)
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
44. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Deals
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Pioneering Institutional
Permission-Based Advertising
45. Link key attributes to the brand name
BDI (Brand development index)
STP Marketing (Segmenting - Targeting - Positioning)
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
Portfolio Tests
46. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Exchange
Flighting (Intermittent) Schedule
funny ads - but not always for the right reasons
Horizontal cooperative advertising
47. Value of Promotion
Contests
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Clearance advertising (a special form of sale advertising)
48. Content advertising
Direct Mail Advertising
Marketing research
Sweepstakes
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
49. The greater size of an ad illustration...
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
Exchange
Inquiry Tests
the more audience attention
50. What are the positives to newspapers as a form of mass 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
Pretests
Vertical cooperative advertising
Maslow's hierarchy of needs theory of motivation based on unmet human needs