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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. Form - task - possession - time - place utility
Post-Tests
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Functional needs
Brand loyalty
2. Approaches to Post-Testing
Frequency
Limited-Service Agency
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Reference groups
3. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Theater Tests
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Pretests
Reminder Institutional
4. Types of Advertisements
Case Allowance
Direct Mail Advertising
1. Product Advertisements 2. Institutional Advertisements
Point-of-Purchase Displays
5. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Frequently use the word 'you'
Point-of-Purchase Displays
Cooperative Advertising
Electronic Media
6. Situate the brand socially
Continuity
CPM
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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
7. The speed which buyers forget the brand if advertising is not seen.
Nonpersonal influences on consumer behavior
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Forgetting Rate
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
8. 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
Product Placement
Reference groups
International Media
Positively originated (transformational) motives
9. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Finance Allowance
Transit Advertising
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Vertical cooperative advertising
10. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Continuity
cognitive dissonance
Trade-Oriented Sales Promotions (Trade Promotions)
Portfolio Tests
11. The feelings of doubt and concern after a purchase is made. dissonance increases when: (1) the purchase price is high (2) there are many close alternatives (3) the item is intangible (4) the purchase is important (5) the item purchased lasts a long
Deals
cognitive dissonance
Place-Based Media
Perception
12. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
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
Buyer Turnover
Exchange
Ones with fewer words
13. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Transit Advertising (Bus - taxi - and subway advertising)
STP Marketing (Segmenting - Targeting - Positioning)
Product Placement
14. Reach (% of total market) x Frequency
Institutional Advertisements
creating a picture of the concept they want to convey
Gross Ratings Points (GRPs)
Positively originated (transformational) motives
15. 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.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Sweepstakes
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
Flighting (Intermittent) Schedule
16. Consumer needs - product development - assess effectiveness - financial planning and quality control
Brand interest
Forgetting Rate
Functions of Marketing research
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
17. Advertising used to reinforce previous knowledge of a product.
Pulse (Burst) Schedule
International Media
Reminder
Consumer-Oriented Sales Promotions (Consumer Promotions)
18. What does the layout of an ad consist of?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
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
Permission-Based Advertising
Sales Tests
19. Informs consumers about services or merchandise offered at regular prices
Sales Tests
Regular price-line advertising
Reach
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
20. What kind of ads are most often remembered?
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Premiums
Point-of-Purchase Displays
funny ads - but not always for the right reasons
21. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Foreign Media
Cooperative
Print Media
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
22. Transform consumption experience
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
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
Sweepstakes
23. Affective Association
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24. Broad category of media - such as television - radio or newspaper
Flighting (Intermittent) Schedule
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
Perception
Media class
25. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
audience - ad message itself - communications media - and the product concept
Consumer-Oriented Sales Promotions (Consumer Promotions)
STP Marketing (Segmenting - Targeting - Positioning)
Institutional Advertising
26. What do the most effective radio commercials use?
Cooperative
Perception
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Sounds that are familiar
27. Persuade the customer
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Competitive Institutional
Samples
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
28. 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'
Purposes of Marketing research
Frequency
funny ads - but not always for the right reasons
Purchase Frequency
29. Joining together in a consistent manner everything that communicates with customers
Jury Tests
Case Allowance
Point-of-Purchase Displays
Integrated Marketing Communications
30. Showing the ad copy to a panel of consumers and having them rate how they liked it - how much it drew their attention - and how attractive they thought it was.
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Negatively originated (informational) motives
Foreign Media
Jury Tests
31. Markets are segmented - products are positioned
Transit Advertising
Point-of-Purchase Displays
Segmenting
thumbnails - roughs - dummies - comprehensives (elaborate draft)
32. Scare the consumer into action
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
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)
Reminder Institutional
Transit Advertising
33. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Reachxfrequency
International Media
Media class
Rating
34. Allow the audience to participate actively & immediately
Digital Interactive Media
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Full-Service Agency
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
35. Some methods for scheduling media
Coupons
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Forgetting Rate
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
36. What are the function of headlines?
Gross Ratings Points (GRPs)
Transit Advertising
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
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
37. Information gathered about a particular market or market segment
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
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
Market research
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
38. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Electronic Media
Integrated Marketing Communications
Deals
Frequency
39. Advertising showing one brand's strengths relative to its competitors.
BDI (Brand development index)
Inquiry Tests
Comparative
Rich Media
40. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Pioneering Institutional
Allowances and Discounts
Media vehicle
Sales Advertising
41. 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
Continuity
CB - The Consumer Decision Process
Pioneering
Contests
42. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
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
Continuous (Steady) Schedule
Jury Tests
Advocacy
43. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Attitudes
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Opinion leaders
Aided Recall
44. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Place-Based Media
Allowances and Discounts
creating a picture of the concept they want to convey
bleed pages - inserts - covers - front - inside front - inside back - and outside back
45. Visualization/conceptualization
Continuity
Cost per Thousand (CPM)
Functional needs
creating a picture of the concept they want to convey
46. What are the kinds of copy you can have in an ad?
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Gross Ratings Points (GRPs)
Flighting (Intermittent) Schedule
Finance Allowance
47. What kinds of ads resonate more?
Rich Media
Cooperative Advertising
Ones with fewer words
Unaided Recall
48. Gathering - recording - and analyzing new information to help managers make marketing decisions
Brand loyalty
Jury 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
Marketing research
49. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
funny ads - but not always for the right reasons
Rossiter & Percy's Fundamental Motives
Foreign Media
Limited-Service Agency
50. Types of audience resonance
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