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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. Elements of an advertising message
Trade-Oriented Sales Promotions (Trade Promotions)
audience - ad message itself - communications media - and the product concept
STP Marketing (Segmenting - Targeting - Positioning)
Consumer-Oriented Sales Promotions (Consumer Promotions)
2. The number of different people or households exposed to an ad.
Pretests
BDI (Brand development index)
Pioneering
Reach
3. Merchandise offered free or at a significant discount.
Premiums
Coupons
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Rating
4. 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.
Coupons
creating a picture of the concept they want to convey
Unaided Recall
Competitive Institutional
5. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Ones with fewer words
Rossiter & Percy's Fundamental Motives
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Brand loyalty
6. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Frequency
cognitive dissonance
Opinion leaders
Continuous (Steady) Schedule
7. Advertising showing one brand's strengths relative to its competitors.
Comparative
Inquiry Tests
Buyer Turnover
Limited-Service Agency
8. Reimbursing a retailer for extra in-store support or special featuring of the brand.
funny ads - but not always for the right reasons
Finance Allowance
Portfolio Tests
Merchandise Allowance
9. Specializes in one aspect of the advertising process such as creative services to develop the advertising copy - buying previously un-purchased media - or providing internet services.
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
Digital Interactive Media
Cooperative
Limited-Service Agency
10. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
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
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
Place-Based Media
Clearance advertising (a special form of sale advertising)
11. Promote brand recall
Brand loyalty
Product Advertisements
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Sales Advertising
12. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pioneering
Pioneering Institutional
Contests
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
13. Reach (% of total market) x Frequency
Point-of-Purchase Displays
Gross Ratings Points (GRPs)
creating a picture of the concept they want to convey
Vertical cooperative advertising
14. Some methods for scheduling media
Local Advertisers
Exchange
Message development - You must create a message that gets into the minds of the consumer and target audience
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
15. Situate the brand socially
funny ads - but not always for the right reasons
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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
Vertical cooperative advertising
16. Ads that simply bring the company's name to the attention of its target market again.
Pretests
Product Advertising
Reminder Institutional
funny ads - but not always for the right reasons
17. Measures the intensity of a media schedule - based on repeated exposures to the medium (important for memory) - effective frequency is considered somewhere between 'awareness' and 'overexposure'
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Frequency
Foreign Media
Frequency
18. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising
funny ads - but not always for the right reasons
Sales Advertising
Pulse (Burst) Schedule
19. Studies such as controlled experiments and consumer purchase tests.
Sales Tests
Foreign Media
Habits
Reminder Institutional
20. 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
Sales Tests
Permission-Based Advertising
Classified Advertising
Negatively originated (informational) motives
21. Stages of ad development
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
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
funny ads - but not always for the right reasons
thumbnails - roughs - dummies - comprehensives (elaborate draft)
22. Three Common Discounts and Allowances
Message development - You must create a message that gets into the minds of the consumer and target audience
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
CPM
Product Placement
23. What are the principles of design?
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
Transit Advertising (Bus - taxi - and subway advertising)
Advocacy
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
24. Affective Association
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25. Information gathered about a particular market or market segment
Ad research
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
Product Advertising
Market research
26. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Brand loyalty
Pulse (Burst) Schedule
Negatively originated (informational) motives
Contests
27. Forms of Institutional Advertisements
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
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Deals
28. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Local Advertisers
Direct Mail Advertising
Contests
Post-Tests
29. Advertising used to reinforce previous knowledge of a product.
Reminder
Consumer-Oriented Sales Promotions (Consumer Promotions)
Product Advertising
Contests
30. The greater size of an ad illustration...
Continuity
the more audience attention
Product Placement
Competitive
31. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Case Allowance
Cooperative
Negatively originated (informational) motives
Institutional Advertising
32. Markets are segmented - products are positioned
Permission-Based Advertising
Segmenting
Vertical cooperative advertising
Reachxfrequency
33. The average number of times a person in the target audience is exposed to an ad.
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
Frequency
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
Reminder
34. 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
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Electronic Media
Participants in the marketing process
35. Offering the product free or at a greatly reduced price.
Pioneering
Purposes of Marketing research
Samples
Market research
36. Addition product information - product samples - or premiums are offered to an ad's readers or viewers. Ads generating the most inquiries are presumed to be the most effective.
Integrated Marketing Communications
Inquiry Tests
Message development - You must create a message that gets into the minds of the consumer and target audience
the more audience attention
37. What are the standard subjects for ad visuals?
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
Media vehicle
Integrated Marketing Communications
38. 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
Buyer Turnover
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
Market research
BDI (Brand development index)
39. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Local Advertisers
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Product Placement
Transit Advertising
40. Forms of Product Advertising
Regular price-line advertising
Media class
Electronic Media
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
41. Placing items on sale and offering two-for-one specials of other deals
Functional needs
Attitudes
audience - ad message itself - communications media - and the product concept
Sales Advertising
42. Consumer needs - product development - assess effectiveness - financial planning and quality control
Advocacy
Cost per Thousand (CPM)
Functions of Marketing research
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)
43. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
Integrated Marketing Communications
Loyalty Programs
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
44. 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
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
Digital Interactive Media
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
45. Factors of Scheduling Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Reachxfrequency
Case Allowance
Vertical cooperative advertising
46. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Jury Tests
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Interpersonal influences on consumer behavior
Direct Mail Advertising
47. Types of audience resonance
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48. Cost of media buy/targeted audienceX1 - 000
CPM-TM
Jury Tests
Consumer-Oriented Sales Promotions (Consumer Promotions)
Theater Tests
49. Link key attributes to the brand name
Rating
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
Lead in paragraphs - interior paragraphs - trial close - and close
Product Advertisements
50. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Vertical cooperative advertising
Functional needs
CB - The Consumer Decision Process
Rebates