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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. 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
Reach
Electronic Media
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Message development - You must create a message that gets into the minds of the consumer and target audience
2. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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3. Is an individual's openness or curiosity about a brand
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
Place-Based Media
Brand interest
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
4. Affective Association
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5. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Integrated Marketing Communications
Utility
Vertical cooperative advertising
Consumer-Oriented Sales Promotions (Consumer Promotions)
6. 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.
Unaided Recall
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Positively originated (transformational) motives
Rich Media
7. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Interpersonal influences on consumer behavior
International Media
Frequency
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
8. 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.
Sweepstakes
audience - ad message itself - communications media - and the product concept
Permission-Based Advertising
Brand loyalty
9. Party Responsible for Carrying Out Advertising Program
Outdoor Advertising (Billboard)
Case Allowance
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
10. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Participants in the marketing process
Reachxfrequency
Product Advertising
Positively originated (transformational) motives
11. Consumer needs - product development - assess effectiveness - financial planning and quality control
Regular price-line advertising
Functions of Marketing research
In-House Agencies
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
12. Ads on the interior and exterior of busses - subways - and taxis.
Competitive
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Transit Advertising
13. 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
Institutional Advertising
Theater Tests
Direct Mail Advertising
Horizontal cooperative advertising
14. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Foreign Media
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Exchange
Institutional Advertisements
15. Time - place of sale - environment
Finance Allowance
CPM
Habits
Nonpersonal influences on consumer behavior
16. Markets are segmented - products are positioned
Lead in paragraphs - interior paragraphs - trial close - and close
Ad research
Contests
Segmenting
17. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CPM
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Interpersonal influences on consumer behavior
Premiums
18. Placing items on sale and offering two-for-one specials of other deals
Direct Mail Advertising
Cost per Thousand (CPM)
Aided Recall
Sales Advertising
19. Promote brand recall
In-House Agencies
Loyalty Programs
Purposes of Marketing research
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
20. What do the most effective radio commercials use?
Place-Based Media
Permission-Based Advertising
Sounds that are familiar
Clearance advertising (a special form of sale advertising)
21. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Cooperative Advertising
Frequently use the word 'you'
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Product Placement
22. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
Continuous (Steady) Schedule
funny ads - but not always for the right reasons
Sales Advertising
23. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Attitudes
Exchange
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
CPM-TM
24. Define the brand image
STP Marketing (Segmenting - Targeting - Positioning)
Allowances and Discounts
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
25. 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
Interpersonal influences on consumer behavior
Marketing research
1. Product Advertisements 2. Institutional Advertisements
26. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Nonpersonal influences on consumer behavior
Digital Interactive Media
Cooperative
Trade-Oriented Sales Promotions (Trade Promotions)
27. Family - society - reference groups - opinion leaders
kickers - boldface and italics
In-House Agencies
Interpersonal influences on consumer behavior
Horizontal cooperative advertising
28. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Opinion leaders
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Theater Tests
CPM
29. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cooperative
Frequency
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
Cost per Thousand (CPM)
30. What are the kinds of copy you can have in an ad?
Product Advertisements
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Horizontal cooperative advertising
Contests
31. 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.
Recency planning
Reminder Institutional
Product Advertising
Inquiry Tests
32. Three Common Discounts and Allowances
Reminder Institutional
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Samples
funny ads - but not always for the right reasons
33. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Deals
Transit Advertising
Loyalty Programs
Aided Recall
34. 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.
Cost per Thousand (CPM)
Pretests
Habits
Competitive Institutional
35. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Rating
Transit Advertising (Bus - taxi - and subway advertising)
Vertical cooperative advertising
Transit Advertising
36. Forms of Product Advertising
Exchange
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Classified Advertising
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. Reimbursing a retailer for extra in-store support or special featuring of the brand.
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Merchandise Allowance
Comparative
Permission-Based Advertising
38. 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'
Frequency
Loyalty Programs
Pioneering
Opinion leaders
39. Common Advertising Appeals
Case Allowance
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Frequency
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
40. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Habits
Nonpersonal influences on consumer behavior
41. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Place-Based Media
Participants in the marketing process
Purposes of Marketing research
Cooperative Advertising
42. The greater size of an ad illustration...
Attitudes
Rating
Transit Advertising (Bus - taxi - and subway advertising)
the more audience attention
43. Forms of Institutional Advertisements
Pulse (Burst) Schedule
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Purposes of Marketing research
Opinion leaders
44. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Reach
Place-Based Media
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
Rating
45. Value of Promotion
kickers - boldface and italics
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Product Advertisements
Premiums
46. Promotes a specific product or service and stimulates short term action while building awareness of the business
Frequency
Participants in the marketing process
Product Advertising
Loyalty Programs
47. Influencing the brand choice of consumers who are 'ready to buy'
Unaided Recall
Recency planning
Cost per Thousand (CPM)
Post-Tests
48. Ads that state the position of a company on an issue.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
funny ads - but not always for the right reasons
Advocacy
Rating
49. 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)
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Marketing research
50. Ads in magazines can be strategically placed in these places...
Consumer-Oriented Sales Promotions (Consumer Promotions)
Maslow's hierarchy of needs theory of motivation based on unmet human needs
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Theater Tests