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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. 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)
Transit Advertising (Bus - taxi - and subway advertising)
Classified Advertising
Case Allowance
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
2. Merchandise offered free or at a significant discount.
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
Reachxfrequency
Rossiter & Percy's Fundamental Motives
Premiums
3. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
Case Allowance
Lead in paragraphs - interior paragraphs - trial close - and close
Nonpersonal influences on consumer behavior
4. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Theater Tests
In-House Agencies
Transit Advertising
cognitive dissonance
5. What are the function of headlines?
Utility
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
Product Advertisements
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)
6. Some methods for scheduling media
kickers - boldface and italics
Utility
CPM-TM
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
7. Interactive online advertising.
Reachxfrequency
Rich Media
Positively originated (transformational) motives
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
8. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
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
Transit Advertising (Bus - taxi - and subway advertising)
Ones with fewer words
Buyer Turnover
9. 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
Integrated Marketing Communications
BDI (Brand development index)
Pioneering Institutional
the more audience attention
10. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Institutional Advertising
Regular price-line advertising
Pretests
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
11. Allow the audience to participate actively & immediately
Consumer-Oriented Sales Promotions (Consumer Promotions)
Media class
Digital Interactive Media
thumbnails - roughs - dummies - comprehensives (elaborate draft)
12. Three Approaches to Setting Advertising Schedules
CPM-TM
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Transit Advertising (Bus - taxi - and subway advertising)
Pioneering
13. Advertising showing one brand's strengths relative to its competitors.
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Comparative
CB - The Consumer Decision Process
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
14. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
STP Marketing (Segmenting - Targeting - Positioning)
Attitude Tests
Place-Based Media
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
15. Visualization/conceptualization
Coupons
Media class
creating a picture of the concept they want to convey
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
16. Factors of Scheduling Advertising
In-House Agencies
Interpersonal influences on consumer behavior
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
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
17. 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
cognitive dissonance
Institutional Advertisements
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
Electronic Media
18. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Rating
Place-Based Media
Reference groups
19. Markets are segmented - products are positioned
Segmenting
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Competitive
Pretests
20. Informs consumers about services or merchandise offered at regular prices
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Regular price-line advertising
Sweepstakes
Cost per Thousand (CPM)
21. What are the standard subjects for ad visuals?
Utility
Opinion leaders
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
Permission-Based Advertising
22. What are the positives to newspapers as a form of mass 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
CB - The Consumer Decision Process
Reach
Direct Mail Advertising
23. 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.
Reach
Sweepstakes
International Media
Pioneering
24. What kind of ads are most often remembered?
Cost per Thousand (CPM)
Nonpersonal influences on consumer behavior
Attitudes
funny ads - but not always for the right reasons
25. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Brand loyalty
the more audience attention
CPM-TM
Transit Advertising (Bus - taxi - and subway advertising)
26. How often new buyers enter the market to buy the product.
Foreign Media
Integrated Marketing Communications
Buyer Turnover
Outdoor Advertising (Billboard)
27. They use Retail Advertising because retail stores account for so much of the market
Contests
Local Advertisers
Brand loyalty
Reminder Institutional
28. Studies such as controlled experiments and consumer purchase tests.
Sales Tests
Perception
STP Marketing (Segmenting - Targeting - Positioning)
Print Media
29. Transform consumption experience
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
Comparative
Nonpersonal influences on consumer behavior
Reference groups
30. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Transit Advertising
Print Media
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
Brand interest
31. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
Advocacy
Premiums
Limited-Service Agency
32. Placing items on sale and offering two-for-one specials of other deals
Sales Advertising
Pioneering
Aided Recall
bleed pages - inserts - covers - front - inside front - inside back - and outside back
33. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Negatively originated (informational) motives
Foreign Media
Full-Service Agency
Rating
34. Broad category of media - such as television - radio or newspaper
Local Advertisers
Media class
Pretests
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
35. Content advertising
Outdoor Advertising (Billboard)
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Consumer-Oriented Sales Promotions (Consumer Promotions)
Reach
36. Forms of Institutional Advertisements
Message development - You must create a message that gets into the minds of the consumer and target audience
funny ads - but not always for the right reasons
Post-Tests
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
37. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Exchange
Clearance advertising (a special form of sale advertising)
CPM
38. Common Advertising Appeals
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
CPM
International Media
Institutional Advertisements
39. Tests used to test ad alternatives.
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Portfolio Tests
Contests
CB - The Consumer Decision Process
40. Link key attributes to the brand name
Maslow's hierarchy of needs theory of motivation based on unmet human needs
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
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
41. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
Participants in the marketing process
bleed pages - inserts - covers - front - inside front - inside back - and outside back
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
42. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
audience - ad message itself - communications media - and the product concept
Merchandise Allowance
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Publicity Tools
43. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Pioneering
Advocacy
International Media
44. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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45. Influencing the brand choice of consumers who are 'ready to buy'
Competitive Institutional
Recency planning
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Transit Advertising
46. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Outdoor Advertising (Billboard)
Habits
Loyalty Programs
Classified Advertising
47. Simply the percentage of homes exposed to an advertising media
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Rating
Direct Mail Advertising
48. Types of Advertisements
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
1. Product Advertisements 2. Institutional Advertisements
Reach
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
49. Respondents are asked questions to measure changes in their attitudes after an ad campaign - such as whether they have a more favorable attitude toward the product advertised.
Attitudes
Attitude Tests
Inquiry Tests
Portfolio Tests
50. What are the types of subheads?
kickers - boldface and italics
Rich Media
Recency planning
Reference groups