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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
Permission-Based Advertising
Advocacy
Opinion leaders
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
2. Changing behavior by inducing anxiety
Reachxfrequency
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
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) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
3. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Point-of-Purchase Displays
Frequency
Transit Advertising (Bus - taxi - and subway advertising)
Segmenting
4. Affective Association
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5. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Cooperative
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Opinion leaders
Marketing research
6. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
International Media
Exchange
Continuity
Limited-Service Agency
7. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Positively originated (transformational) motives
Contests
Rating
Product Advertising
8. What are the types of headlines?
Competitive
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Forgetting Rate
9. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Outdoor Advertising (Billboard)
International Media
Allowances and Discounts
funny ads - but not always for the right reasons
10. Situate the brand socially
Functional needs
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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
cognitive dissonance
11. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Permission-Based Advertising
Finance Allowance
Functional needs
Regular price-line advertising
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
Foreign Media
Sales Tests
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
13. 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.
Rating
Purchase Frequency
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
Pretests
14. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Frequency
Full-Service Agency
Competitive
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
15. Offering the product free or at a greatly reduced price.
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Samples
Advocacy
Allowances and Discounts
16. People we try to emulate or whose approval concerns us
Sounds that are familiar
Reference groups
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Nonpersonal influences on consumer behavior
17. Stages of ad development
Finance Allowance
Buyer Turnover
Local Advertisers
thumbnails - roughs - dummies - comprehensives (elaborate draft)
18. 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
Electronic Media
BDI (Brand development index)
cognitive dissonance
Media class
19. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Reach
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
CB - The Consumer Decision Process
Vertical cooperative advertising
20. 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. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Reach
audience - ad message itself - communications media - and the product concept
kickers - boldface and italics
21. Gathering - recording - and analyzing new information to help managers make marketing decisions
Samples
Marketing research
CB - The Consumer Decision Process
Contests
22. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Rating
Electronic Media
Frequency
Brand loyalty
23. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CPM
Competitive
Rating
Positively originated (transformational) motives
24. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Jury Tests
Cooperative
Horizontal cooperative advertising
Message development - You must create a message that gets into the minds of the consumer and target audience
25. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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26. Offers the return of money based on proof of purchase.
Functional needs
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Rebates
Unaided Recall
27. 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
Purchase Frequency
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
BDI (Brand development index)
Habits
28. 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.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Permission-Based Advertising
Pioneering Institutional
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
29. What kinds of ads resonate more?
Vertical cooperative advertising
Coupons
Media vehicle
Ones with fewer words
30. Time - place of sale - environment
Nonpersonal influences on consumer behavior
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Post-Tests
Finance Allowance
31. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Deals
Classified Advertising
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
Functions of Marketing research
32. Cost of media buy/targeted audienceX1 - 000
CPM-TM
Buyer Turnover
Local Advertisers
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
33. What are the types of subheads?
Case Allowance
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Interpersonal influences on consumer behavior
kickers - boldface and italics
34. A positive bonus is promised rather than the removal or reduction of some negative situation. The 3 positively originated motives- sensory gratification - intellectual stimulation - & social approval
CPM
Positively originated (transformational) motives
Functional needs
Permission-Based Advertising
35. Informs consumers about services or merchandise offered at regular prices
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Full-Service Agency
Regular price-line advertising
Functions of Marketing research
36. Promote brand recall
Classified Advertising
CPM-TM
Ad research
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
37. Party Responsible for Carrying Out Advertising Program
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Inquiry Tests
Purchase Frequency
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
38. Advertising showing one brand's strengths relative to its competitors.
Pioneering
Place-Based Media
Flighting (Intermittent) Schedule
Comparative
39. Persuade the customer
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
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
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
Print Media
40. Markets are segmented - products are positioned
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Segmenting
Purchase Frequency
Frequency
41. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Jury Tests
Inquiry Tests
Rating
Cooperative Advertising
42. 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
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
Product Advertisements
Coupons
43. 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.
Sweepstakes
Transit Advertising
Institutional Advertisements
Functional needs
44. What are the types of Formatting the Body Copy?
kickers - boldface and italics
Lead in paragraphs - interior paragraphs - trial close - and close
Rossiter & Percy's Fundamental Motives
Outdoor Advertising (Billboard)
45. Is an individual's openness or curiosity about a brand
Portfolio Tests
Brand interest
Functions of Marketing research
Nonpersonal influences on consumer behavior
46. Recruit new customers - retain current customers - and regain lost customers
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
Publicity Tools
Purposes of Marketing research
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
47. Types of Publicity Tools
audience - ad message itself - communications media - and the product concept
Reminder Institutional
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Frequency
48. Content advertising
Rossiter & Percy's Fundamental Motives
Classified Advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
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
49. Made up of the company's own advertising staff. They may provide full services or limited services.
In-House Agencies
Classified Advertising
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
Trade-Oriented Sales Promotions (Trade Promotions)
50. Visualization/conceptualization
Reach
Sweepstakes
creating a picture of the concept they want to convey
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals