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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. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Pulse (Burst) Schedule
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
Allowances and Discounts
bleed pages - inserts - covers - front - inside front - inside back - and outside back
2. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Inquiry Tests
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Print Media
Reach
3. The greater size of an ad illustration...
Product Placement
Jury Tests
the more audience attention
Reminder
4. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
Utility
Reminder
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
5. Define the brand image
Jury Tests
Participants in the marketing process
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Opinion leaders
6. The speed which buyers forget the brand if advertising is not seen.
Pretests
kickers - boldface and italics
Post-Tests
Forgetting Rate
7. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Reach
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Cost per Thousand (CPM)
8. Situate the brand socially
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
Limited-Service Agency
Publicity Tools
Reminder Institutional
9. People we try to emulate or whose approval concerns us
Product Advertisements
Outdoor Advertising (Billboard)
Reference groups
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
10. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Forgetting Rate
Direct Mail Advertising
Publicity Tools
Pretests
11. 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
Sales Tests
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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)
12. Forms of Institutional Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Frequency
Sales Tests
Merchandise Allowance
13. Time - place of sale - environment
Premiums
Nonpersonal influences on consumer behavior
Participants in the marketing process
Product Advertising
14. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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15. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Reference groups
Allowances and Discounts
Exchange
Transit Advertising
16. Affective Association
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17. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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18. 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.
Inquiry Tests
creating a picture of the concept they want to convey
Post-Tests
Permission-Based Advertising
19. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Rating
Participants in the marketing process
Continuous (Steady) Schedule
Merchandise Allowance
20. 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.
Purchase Frequency
Attitude Tests
Buyer Turnover
Frequently use the word 'you'
21. Merchandise offered free or at a significant discount.
Positively originated (transformational) motives
Frequency
Premiums
Continuous (Steady) Schedule
22. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Reach
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
Marketing research
23. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Gross Ratings Points (GRPs)
Forgetting Rate
Outdoor Advertising (Billboard)
Rossiter & Percy's Fundamental Motives
24. Influencing the brand choice of consumers who are 'ready to buy'
Purposes of Marketing research
Post-Tests
Recency planning
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
25. The number of different people or households exposed to an ad.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Nonpersonal influences on consumer behavior
Reach
Rich Media
26. The manufacturer provides the complete ads & shares the cost of the advertising time or space
1. Product Advertisements 2. Institutional Advertisements
Continuous (Steady) Schedule
Vertical cooperative advertising
Permission-Based Advertising
27. Advertising showing one brand's strengths relative to its competitors.
Comparative
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
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)
Classified Advertising
28. 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.
Reminder Institutional
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Jury Tests
Contests
29. Promotes a specific product or service and stimulates short term action while building awareness of the business
Place-Based Media
Pulse (Burst) Schedule
Product Advertising
Outdoor Advertising (Billboard)
30. Ads that simply bring the company's name to the attention of its target market again.
Sweepstakes
Reminder Institutional
cognitive dissonance
Buyer Turnover
31. 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
Negatively originated (informational) motives
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Clearance advertising (a special form of sale advertising)
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
32. Content advertising
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
Reachxfrequency
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
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
33. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Local Advertisers
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
Product Placement
cognitive dissonance
34. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
STP Marketing (Segmenting - Targeting - Positioning)
Reach
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Market research
35. Ads on the interior and exterior of busses - subways - and taxis.
Sweepstakes
Transit Advertising
Advocacy
International Media
36. Made up of the company's own advertising staff. They may provide full services or limited services.
Horizontal cooperative advertising
Rich Media
In-House Agencies
thumbnails - roughs - dummies - comprehensives (elaborate draft)
37. 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.
Aided Recall
Pretests
Sales Advertising
Frequency
38. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Deals
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Reminder
Sales Advertising
39. Offers the return of money based on proof of purchase.
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
Rebates
Reminder
Jury Tests
40. 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
In-House Agencies
Point-of-Purchase Displays
Publicity Tools
41. Offering the product free or at a greatly reduced price.
Brand interest
Attitudes
Samples
Trade-Oriented Sales Promotions (Trade Promotions)
42. Three Common Discounts and Allowances
Place-Based Media
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Attitudes
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
43. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Habits
Integrated Marketing Communications
Brand interest
Product Advertising
44. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Ad research
Trade-Oriented Sales Promotions (Trade Promotions)
funny ads - but not always for the right reasons
Permission-Based Advertising
45. Party Responsible for Carrying Out Advertising Program
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
BDI (Brand development index)
Media vehicle
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
46. Is our acquired mental position regarding some idea or object
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)
Cooperative
Consumer-Oriented Sales Promotions (Consumer Promotions)
Attitudes
47. Elements of an advertising message
1. Product Advertisements 2. Institutional Advertisements
Rich Media
bleed pages - inserts - covers - front - inside front - inside back - and outside back
audience - ad message itself - communications media - and the product concept
48. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Full-Service Agency
Product Placement
Institutional Advertising
Samples
49. What are the function of headlines?
Institutional Advertisements
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
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
Flighting (Intermittent) Schedule
50. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Media class
CB - The Consumer Decision Process
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
Aided Recall