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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. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Brand interest
Consumer-Oriented Sales Promotions (Consumer Promotions)
Rating
Transit Advertising (Bus - taxi - and subway advertising)
2. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pioneering
Pretests
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Contests
3. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Place-Based Media
Participants in the marketing process
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Post-Tests
4. A discount on each case ordered during a specific time period.
Unaided Recall
Electronic Media
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Case Allowance
5. Advertising used to reinforce previous knowledge of a product.
Reminder
STP Marketing (Segmenting - Targeting - Positioning)
Pioneering Institutional
Cooperative
6. What kind of ads are most often remembered?
funny ads - but not always for the right reasons
Segmenting
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
CPM-TM
7. Merchandise offered free or at a significant discount.
Pioneering Institutional
Premiums
Product Placement
Habits
8. People we try to emulate or whose approval concerns us
Functions of Marketing research
Institutional Advertisements
Reference groups
Utility
9. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
BDI (Brand development index)
Media vehicle
Unaided Recall
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
10. Define the brand image
Point-of-Purchase Displays
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Digital Interactive Media
Transit Advertising (Bus - taxi - and subway advertising)
11. Offers the return of money based on proof of purchase.
Rebates
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
Rich Media
CPM
12. Three Approaches to Setting Advertising Schedules
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Negatively originated (informational) motives
Habits
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
13. What are the kinds of copy you can have in an ad?
Negatively originated (informational) motives
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
CB - The Consumer Decision Process
Inquiry Tests
14. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Cooperative
Negatively originated (informational) motives
Opinion leaders
Deals
15. Promotes a specific product or service and stimulates short term action while building awareness of the business
Deals
Product Advertising
Frequently use the word 'you'
Flighting (Intermittent) Schedule
16. The more frequently a product is purchased - the less repetition is required.
Forgetting Rate
Purchase Frequency
Exchange
Consumer-Oriented Sales Promotions (Consumer Promotions)
17. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Cooperative Advertising
Negatively originated (informational) motives
Regular price-line advertising
Foreign Media
18. Duration of an advertising message or campaign over a given period of time - sustains memory
Continuity
Place-Based Media
Rossiter & Percy's Fundamental Motives
Reachxfrequency
19. Recruit new customers - retain current customers - and regain lost customers
Horizontal cooperative advertising
Rich Media
Purposes of Marketing research
Reminder
20. Reach (% of total market) x Frequency
Gross Ratings Points (GRPs)
Point-of-Purchase Displays
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Continuous (Steady) Schedule
21. Cost of media buy/targeted audienceX1 - 000
CPM-TM
Functions of Marketing research
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
CB - The Consumer Decision Process
22. 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)
Interpersonal influences on consumer behavior
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Buyer Turnover
Classified Advertising
23. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Direct Mail Advertising
Loyalty Programs
Rich Media
Pretests
24. 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.
Electronic Media
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Inquiry Tests
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
25. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Purposes of Marketing research
Institutional Advertising
Publicity Tools
Product Advertising
26. Is an individual's openness or curiosity about a brand
Clearance advertising (a special form of sale advertising)
Publicity Tools
Brand interest
Sweepstakes
27. 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
Transit Advertising
Product Advertising
Perception
cognitive dissonance
28. Is the products ability to satisfy both functional needs & symbolic wants
Limited-Service Agency
Reminder Institutional
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Utility
29. Form - task - possession - time - place utility
Reminder Institutional
Functional needs
Pretests
Allowances and Discounts
30. Advertising showing one brand's strengths relative to its competitors.
Purchase Frequency
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Reference groups
Comparative
31. What are the principles of design?
Market research
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
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
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
32. Types of Advertisements
Portfolio Tests
1. Product Advertisements 2. Institutional Advertisements
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Allowances and Discounts
33. Types of Publicity Tools
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Jury Tests
Samples
Place-Based Media
34. The percentage of households in a market that are tuned to a particular TV/radio show.
Jury Tests
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
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Rating
35. 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
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
the more audience attention
Competitive Institutional
36. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Competitive Institutional
Finance Allowance
Continuity
CPM-TM
37. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Jury Tests
Brand loyalty
Pulse (Burst) Schedule
Competitive
38. Joining together in a consistent manner everything that communicates with customers
Integrated Marketing Communications
Brand loyalty
Cost per Thousand (CPM)
Consumer-Oriented Sales Promotions (Consumer Promotions)
39. Consumer needs - product development - assess effectiveness - financial planning and quality control
Functions of Marketing research
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Recency planning
Institutional Advertising
40. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
Comparative
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
41. Some methods for scheduling media
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
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Continuous (Steady) Schedule
cognitive dissonance
42. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Reference groups
Aided Recall
CPM-TM
Marketing research
43. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
Comparative
Jury Tests
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
44. What is the best way to grab attention in an ad?
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45. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Institutional Advertisements
Cost per Thousand (CPM)
Trade-Oriented Sales Promotions (Trade Promotions)
Sounds that are familiar
46. 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
Ad research
Rebates
Institutional Advertising
47. Factors of Scheduling Advertising
Institutional Advertisements
Product Placement
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Attitude Tests
48. Markets are segmented - products are positioned
Segmenting
Ones with fewer words
Trade-Oriented Sales Promotions (Trade Promotions)
Cooperative Advertising
49. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Rating
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
Rating
Habits
50. Gross rating points =
Rating
Reachxfrequency
Segmenting
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