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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. Cost of media buy/targeted audienceX1 - 000
kickers - boldface and italics
CPM-TM
Sales Advertising
Functions of Marketing research
2. They use Retail Advertising because retail stores account for so much of the market
Segmenting
Local Advertisers
audience - ad message itself - communications media - and the product concept
Cooperative
3. Types of Publicity Tools
Participants in the marketing process
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
audience - ad message itself - communications media - and the product concept
Media class
4. Promotes a specific product or service and stimulates short term action while building awareness of the business
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Opinion leaders
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Product Advertising
5. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Regular price-line advertising
Rating
Gross Ratings Points (GRPs)
Opinion leaders
6. Affective Association
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7. Value of Promotion
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Cost per Thousand (CPM)
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
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
8. Informs consumers about services or merchandise offered at regular prices
Regular price-line advertising
Market research
Transit Advertising
1. Product Advertisements 2. Institutional Advertisements
9. Persuade the customer
Contests
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
Habits
Merchandise Allowance
10. Three Common Discounts and Allowances
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
1. Product Advertisements 2. Institutional Advertisements
Portfolio Tests
CPM
11. Interactive online advertising.
Rating
Publicity Tools
Rich Media
Full-Service Agency
12. Ads on the interior and exterior of busses - subways - and taxis.
Deals
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Transit Advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
13. What are the types of headlines?
Transit Advertising
Cost per Thousand (CPM)
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
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
14. Types of audience resonance
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15. The number of different people or households exposed to an ad.
Market research
CPM
Interpersonal influences on consumer behavior
Reach
16. Studies such as controlled experiments and consumer purchase tests.
Institutional Advertisements
Point-of-Purchase Displays
Sales Tests
Continuous (Steady) Schedule
17. Link key attributes to the brand name
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
Continuity
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Premiums
18. Promote brand recall
Reach
Continuous (Steady) Schedule
Portfolio Tests
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
19. 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.
Nonpersonal influences on consumer behavior
Consumer-Oriented Sales Promotions (Consumer Promotions)
Pretests
Ad research
20. 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
Functions of Marketing research
Institutional Advertising
In-House Agencies
21. Is our acquired mental position regarding some idea or object
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
Institutional Advertising
Attitudes
Advocacy
22. 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.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
International Media
Competitive Institutional
Sales Tests
23. What are the principles of design?
CPM-TM
Rossiter & Percy's Fundamental Motives
Publicity Tools
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
24. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Allowances and Discounts
Outdoor Advertising (Billboard)
Cost per Thousand (CPM)
Rebates
25. In the newspaper for many reasons: to locate and recruit new employees - offer services (such as those of an employment agency or business opportunity broker) - or sell or lease merchandise (such as cars - real estate - and office equipment)
Marketing research
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Classified Advertising
CPM
26. Content advertising
Reminder Institutional
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Place-Based Media
Limited-Service Agency
27. Joining together in a consistent manner everything that communicates with customers
Purposes of Marketing research
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Integrated Marketing Communications
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
28. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
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
Functional needs
Frequency
29. Ads that simply bring the company's name to the attention of its target market again.
Electronic Media
Gross Ratings Points (GRPs)
Reminder Institutional
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
30. Tests used to test ad alternatives.
Flighting (Intermittent) Schedule
Portfolio Tests
audience - ad message itself - communications media - and the product concept
Reach
31. Advertisements focused on selling a product or service
Product Advertisements
the more audience attention
kickers - boldface and italics
CB - The Consumer Decision Process
32. 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.
kickers - boldface and italics
Unaided Recall
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
CB - The Consumer Decision Process
33. 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
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Reach
Negatively originated (informational) motives
Message development - You must create a message that gets into the minds of the consumer and target audience
34. What are the positives to newspapers as a form of mass media?
Utility
funny ads - but not always for the right reasons
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
Unaided Recall
35. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Deals
Horizontal cooperative advertising
Sales Advertising
36. 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
Lead in paragraphs - interior paragraphs - trial close - and close
Segmenting
CB - The Consumer Decision Process
Rich Media
37. Stages of ad development
Portfolio Tests
Frequently use the word 'you'
Negatively originated (informational) motives
thumbnails - roughs - dummies - comprehensives (elaborate draft)
38. 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.
Reminder Institutional
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
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
Inquiry Tests
39. Three Approaches to Setting Advertising Schedules
Purchase Frequency
Rossiter & Percy's Fundamental Motives
Pioneering Institutional
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
40. What are the function of headlines?
Product Advertisements
Pulse (Burst) Schedule
audience - ad message itself - communications media - and the product concept
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
41. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Market research
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
Sounds that are familiar
Aided Recall
42. Some methods for scheduling media
Jury Tests
Transit Advertising (Bus - taxi - and subway advertising)
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Print Media
43. Gathering - recording - and analyzing new information to help managers make marketing decisions
Rebates
Message development - You must create a message that gets into the minds of the consumer and target audience
Marketing research
Positively originated (transformational) motives
44. Ads in magazines can be strategically placed in these places...
Advocacy
Flighting (Intermittent) Schedule
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Functional needs
45. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Rich Media
Allowances and Discounts
Horizontal cooperative advertising
46. 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.
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. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Classified Advertising
Limited-Service Agency
47. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Rating
Direct Mail Advertising
kickers - boldface and italics
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
48. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Unaided Recall
Cooperative
Integrated Marketing Communications
49. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Theater Tests
Lead in paragraphs - interior paragraphs - trial close - and close
50. Advertising showing one brand's strengths relative to its competitors.
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Rating
Comparative
Nonpersonal influences on consumer behavior