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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 any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
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
Sales Advertising
Print Media
Consumer-Oriented Sales Promotions (Consumer Promotions)
2. Transform consumption experience
CB - The Consumer Decision Process
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
Participants in the marketing process
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
3. Interactive online advertising.
Merchandise Allowance
Contests
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Rich Media
4. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Outdoor Advertising (Billboard)
STP Marketing (Segmenting - Targeting - Positioning)
Brand loyalty
Clearance advertising (a special form of sale advertising)
5. Influencing the brand choice of consumers who are 'ready to buy'
Market research
Recency planning
1. Product Advertisements 2. Institutional Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
6. What is the best way to grab attention in an ad?
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7. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Product Placement
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
Point-of-Purchase Displays
Negatively originated (informational) motives
8. What kind of ads are most often remembered?
Competitive
funny ads - but not always for the right reasons
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Classified Advertising
9. 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
Pioneering
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Theater Tests
10. 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.
Place-Based Media
Publicity Tools
Reminder Institutional
Limited-Service Agency
11. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Coupons
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
Media class
Transit Advertising (Bus - taxi - and subway advertising)
12. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
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
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
Segmenting
Cooperative Advertising
13. 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
Positively originated (transformational) motives
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Pioneering Institutional
14. Informs consumers about services or merchandise offered at regular prices
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Finance Allowance
Advocacy
Regular price-line advertising
15. What does the layout of an ad consist of?
Interpersonal influences on consumer behavior
Brand loyalty
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Functions of Marketing research
16. Define the brand image
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Deals
17. The number of different people or households exposed to an ad.
International Media
Reach
funny ads - but not always for the right reasons
Integrated Marketing Communications
18. 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
Recency planning
Participants in the marketing process
Negatively originated (informational) motives
Marketing research
19. Promote brand recall
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Competitive
Rating
bleed pages - inserts - covers - front - inside front - inside back - and outside back
20. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Outdoor Advertising (Billboard)
Market research
Flighting (Intermittent) Schedule
Point-of-Purchase Displays
21. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Contests
Limited-Service Agency
Media vehicle
Trade-Oriented Sales Promotions (Trade Promotions)
22. Broad category of media - such as television - radio or newspaper
Media class
In-House Agencies
International Media
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
23. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pulse (Burst) Schedule
Publicity Tools
Pioneering
Full-Service Agency
24. Duration of an advertising message or campaign over a given period of time - sustains memory
Continuity
Limited-Service Agency
Brand loyalty
Unaided Recall
25. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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26. Advertising that promotes a specific brand's features and benefits.
Deals
Competitive
Segmenting
Functions of Marketing research
27. 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)
Publicity Tools
Classified Advertising
Merchandise Allowance
Lead in paragraphs - interior paragraphs - trial close - and close
28. Family - society - reference groups - opinion leaders
Interpersonal influences on consumer behavior
Allowances and Discounts
Cost per Thousand (CPM)
Continuity
29. 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
Sales Tests
Buyer Turnover
Reach
Reminder Institutional
30. Offers the return of money based on proof of purchase.
Rebates
Buyer Turnover
funny ads - but not always for the right reasons
CPM
31. What kinds of ads resonate more?
Trade-Oriented Sales Promotions (Trade Promotions)
Point-of-Purchase Displays
1. Product Advertisements 2. Institutional Advertisements
Ones with fewer words
32. Tests used to test ad alternatives.
Portfolio Tests
Media class
Pulse (Burst) Schedule
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
33. Persuade the customer
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
Purchase Frequency
Post-Tests
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
34. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Purchase Frequency
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)
Classified Advertising
Pulse (Burst) Schedule
35. What are the kinds of copy you can have in an ad?
Classified Advertising
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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
Allowances and Discounts
36. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Purposes of Marketing research
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Coupons
International Media
37. Ads in magazines can be strategically placed in these places...
Cooperative 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
Brand loyalty
bleed pages - inserts - covers - front - inside front - inside back - and outside back
38. Cost of media buy/targeted audienceX1 - 000
CPM-TM
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
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Opinion leaders
39. What are the types of Formatting the Body Copy?
Reference groups
Lead in paragraphs - interior paragraphs - trial close - and close
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Advocacy
40. 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
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
CB - The Consumer Decision Process
STP Marketing (Segmenting - Targeting - Positioning)
1. Product Advertisements 2. Institutional Advertisements
41. What do the most effective radio commercials use?
Sounds that are familiar
Interpersonal influences on consumer behavior
Lead in paragraphs - interior paragraphs - trial close - and close
Post-Tests
42. 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
Full-Service Agency
CPM-TM
Electronic Media
Pioneering
43. What are the standard subjects for ad visuals?
Pretests
funny ads - but not always for the right reasons
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
Negatively originated (informational) motives
44. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Contests
Direct Mail Advertising
Message development - You must create a message that gets into the minds of the consumer and target audience
Allowances and Discounts
45. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Cooperative Advertising
Cooperative
46. Studies such as controlled experiments and consumer purchase tests.
Product Advertising
Exchange
Frequency
Sales Tests
47. Scare the consumer into action
Ones with fewer words
Pulse (Burst) Schedule
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
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)
48. How often new buyers enter the market to buy the product.
Buyer Turnover
Clearance advertising (a special form of sale advertising)
Reachxfrequency
Integrated Marketing Communications
49. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Buyer Turnover
Cooperative
creating a picture of the concept they want to convey
CPM-TM
50. Party Responsible for Carrying Out Advertising Program
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Cost per Thousand (CPM)
Publicity Tools
Media class