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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. The cost of reaching 1 - 000 individuals or households with the advertising message.
Media vehicle
Cost per Thousand (CPM)
Lead in paragraphs - interior paragraphs - trial close - and close
Transit Advertising
2. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Negatively originated (informational) motives
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
CPM
Electronic Media
3. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Portfolio Tests
Cooperative Advertising
Rating
Vertical cooperative advertising
4. Transform consumption experience
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
CPM
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
5. How often new buyers enter the market to buy the product.
Buyer Turnover
Reachxfrequency
CPM
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)
6. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Aided Recall
Print Media
Deals
Rating
7. Promote brand recall
Case Allowance
Contests
Consumer-Oriented Sales Promotions (Consumer Promotions)
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
8. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Institutional Advertisements
Competitive Institutional
Classified 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
9. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Deals
Electronic Media
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Continuous (Steady) Schedule
10. Ads that state the position of a company on an issue.
Exchange
Market research
Sweepstakes
Advocacy
11. 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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
cognitive dissonance
Post-Tests
Negatively originated (informational) motives
12. 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
Consumer-Oriented Sales Promotions (Consumer Promotions)
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
Marketing research
13. Forms of Product Advertising
Habits
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Continuity
14. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Negatively originated (informational) motives
Purposes of Marketing research
15. Joining together in a consistent manner everything that communicates with customers
Media vehicle
Segmenting
Transit Advertising
Integrated Marketing Communications
16. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Premiums
Consumer-Oriented Sales Promotions (Consumer Promotions)
Allowances and Discounts
Transit Advertising (Bus - taxi - and subway advertising)
17. Factors of Scheduling Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Integrated Marketing Communications
Institutional Advertisements
Participants in the marketing process
18. Gross rating points =
Point-of-Purchase Displays
Deals
Allowances and Discounts
Reachxfrequency
19. Some methods for scheduling media
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales 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
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Regular price-line advertising
20. What kinds of ads resonate more?
Ones with fewer words
cognitive dissonance
Print Media
Institutional Advertising
21. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Habits
Participants in the marketing process
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Competitive
22. 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.
Sounds that are familiar
Cost per Thousand (CPM)
Sweepstakes
Ones with fewer words
23. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Coupons
Transit Advertising
International Media
Purchase Frequency
24. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
1. Product Advertisements 2. Institutional Advertisements
Utility
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
Place-Based Media
25. Offering the product free or at a greatly reduced price.
Cooperative
Samples
Participants in the marketing process
CPM-TM
26. 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
Attitude Tests
Allowances and Discounts
Clearance advertising (a special form of sale advertising)
Brand loyalty
27. What are the standard subjects for ad visuals?
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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Attitude Tests
28. Three Approaches to Setting Advertising Schedules
STP Marketing (Segmenting - Targeting - Positioning)
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Forgetting Rate
29. Stages of ad development
Allowances and Discounts
Frequency
thumbnails - roughs - dummies - comprehensives (elaborate draft)
audience - ad message itself - communications media - and the product concept
30. Ads that simply bring the company's name to the attention of its target market again.
CB - The Consumer Decision Process
Negatively originated (informational) motives
Reminder Institutional
Recency planning
31. What are the types of Formatting the Body Copy?
Portfolio Tests
Lead in paragraphs - interior paragraphs - trial close - and close
Theater Tests
Jury Tests
32. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Foreign Media
Local Advertisers
Reach
33. Is an individual's openness or curiosity about a brand
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Clearance advertising (a special form of sale advertising)
CB - The Consumer Decision Process
Brand interest
34. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Sounds that are familiar
Print Media
Aided Recall
Rating
35. What are the types of subheads?
Portfolio Tests
kickers - boldface and italics
Rating
Ones with fewer words
36. Gathering - recording - and analyzing new information to help managers make marketing decisions
Print Media
Negatively originated (informational) motives
Portfolio Tests
Marketing research
37. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Opinion leaders
Theater Tests
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Brand loyalty
38. Questions such as "What ads do you remember watching yesterday?" is asked of respondents without any prompting to determine whether they saw or heard advertising messages.
Media vehicle
Publicity Tools
Segmenting
Unaided Recall
39. 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
funny ads - but not always for the right reasons
Functional needs
Place-Based Media
Reach
40. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Purchase Frequency
Utility
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Full-Service Agency
41. What does the layout of an ad consist of?
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
Publicity Tools
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
42. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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43. Situate the brand socially
Media class
Finance Allowance
Pretests
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
44. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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45. 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)
Digital Interactive Media
Rossiter & Percy's Fundamental Motives
Transit Advertising
46. Common Advertising Appeals
Segmenting
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Utility
Publicity Tools
47. Approaches to Post-Testing
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Loyalty Programs
Full-Service Agency
Sounds that are familiar
48. Persuade the customer
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
Recency planning
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
Purposes of Marketing research
49. Party Responsible for Carrying Out Advertising Program
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Cooperative Advertising
Deals
Attitudes
50. Advertisements that tell people what a product is - what it can do - and where it can be found.
Sounds that are familiar
Theater Tests
Rossiter & Percy's Fundamental Motives
Pioneering