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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. 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.
Attitude Tests
Product Advertisements
Frequently use the word 'you'
CB - The Consumer Decision Process
2. Visualization/conceptualization
Coupons
creating a picture of the concept they want to convey
Clearance advertising (a special form of sale advertising)
Continuity
3. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Continuity
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Full-Service Agency
Ad research
4. Value of Promotion
Nonpersonal influences on consumer behavior
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Institutional Advertising
Functional needs
5. Persuade the customer
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
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
Sounds that are familiar
Print Media
6. Approaches to Post-Testing
Trade-Oriented Sales Promotions (Trade Promotions)
Purposes of Marketing research
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Sales Tests
7. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Merchandise Allowance
Deals
Reachxfrequency
Cooperative Advertising
8. Define the brand image
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Point-of-Purchase Displays
9. 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.
Deals
Pretests
Continuity
Finance Allowance
10. People we try to emulate or whose approval concerns us
Reference groups
Finance Allowance
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)
11. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Message development - You must create a message that gets into the minds of the consumer and target audience
Print Media
Sounds that are familiar
Reminder Institutional
12. 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
Trade-Oriented Sales Promotions (Trade Promotions)
kickers - boldface and italics
Samples
13. 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.
Integrated Marketing Communications
Permission-Based Advertising
Transit Advertising (Bus - taxi - and subway advertising)
Inquiry Tests
14. Ads in magazines can be strategically placed in these places...
Transit Advertising (Bus - taxi - and subway advertising)
Purposes of Marketing research
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Outdoor Advertising (Billboard)
15. Types of Publicity Tools
Rating
Post-Tests
Attitudes
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
16. What kinds of ads resonate more?
Brand loyalty
Reminder
Pulse (Burst) Schedule
Ones with fewer words
17. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Frequency
Sales Advertising
Brand loyalty
CPM-TM
18. Common Advertising Appeals
Horizontal cooperative advertising
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
19. Three Approaches to Setting Advertising Schedules
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Attitude Tests
Consumer-Oriented Sales Promotions (Consumer Promotions)
Media class
20. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Attitude Tests
Post-Tests
Deals
Participants in the marketing process
21. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Product Placement
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Premiums
22. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Transit Advertising (Bus - taxi - and subway advertising)
Samples
23. Offering the product free or at a greatly reduced price.
Continuity
1. Product Advertisements 2. Institutional Advertisements
Samples
Full-Service Agency
24. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Utility
Direct Mail Advertising
Merchandise Allowance
Cooperative
25. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Outdoor Advertising (Billboard)
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
Horizontal cooperative advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
26. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Perception
Comparative
Flighting (Intermittent) Schedule
kickers - boldface and italics
27. Types of Advertisements
Samples
Aided Recall
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
1. Product Advertisements 2. Institutional Advertisements
28. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Allowances and Discounts
Reference groups
Pretests
29. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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30. Information gathered about a particular market or market segment
Pioneering Institutional
In-House Agencies
Market research
Competitive
31. Gross rating points =
Sweepstakes
Habits
Functions of Marketing research
Reachxfrequency
32. Gathering - recording - and analyzing new information to help managers make marketing decisions
Sales Advertising
Purchase Frequency
Marketing research
Samples
33. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
the more audience attention
Print Media
Functional needs
Contests
34. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Ad research
bleed pages - inserts - covers - front - inside front - inside back - and outside back
the more audience attention
Sales Tests
35. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Sounds that are familiar
audience - ad message itself - communications media - and the product concept
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Finance Allowance
36. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Participants in the marketing process
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
37. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Direct Mail Advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Sweepstakes
38. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
Regular price-line advertising
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Reach
39. Is our acquired mental position regarding some idea or object
Segmenting
Exchange
Attitudes
thumbnails - roughs - dummies - comprehensives (elaborate draft)
40. What are the positives to newspapers as a form of mass media?
STP Marketing (Segmenting - Targeting - Positioning)
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
Cost per Thousand (CPM)
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
41. Advertising that promotes a specific brand's features and benefits.
Merchandise Allowance
Nonpersonal influences on consumer behavior
Finance Allowance
Competitive
42. Elements of an advertising message
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
audience - ad message itself - communications media - and the product concept
Trade-Oriented Sales Promotions (Trade Promotions)
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
43. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Unaided Recall
Local Advertisers
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
STP Marketing (Segmenting - Targeting - Positioning)
44. Types of audience resonance
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45. 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)
Merchandise Allowance
Classified Advertising
Purposes of Marketing research
Ones with fewer words
46. Ads used for announcements about what a company is - what it can do - and where it is located.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
In-House Agencies
Pioneering Institutional
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
47. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Outdoor Advertising (Billboard)
Continuous (Steady) Schedule
bleed pages - inserts - covers - front - inside front - inside back - and outside back
CPM-TM
48. Broad category of media - such as television - radio or newspaper
Brand interest
Portfolio Tests
Publicity Tools
Media class
49. The feelings of doubt and concern after a purchase is made. dissonance increases when: (1) the purchase price is high (2) there are many close alternatives (3) the item is intangible (4) the purchase is important (5) the item purchased lasts a long
Segmenting
cognitive dissonance
Classified Advertising
Interpersonal influences on consumer behavior
50. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
Product Advertisements
Media vehicle