Test your basic knowledge |

Advertising

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. Advertising that promotes a specific brand's features and benefits.
Competitive
Forgetting Rate
Competitive Institutional
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

2. Ads used for announcements about what a company is - what it can do - and where it is located.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Pioneering Institutional
Institutional Advertisements
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. Link key attributes to the brand name
Print Media
cognitive dissonance
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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

4. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Functions of Marketing research
Transit Advertising (Bus - taxi - and subway advertising)
Participants in the marketing process
Samples

5. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
CB - The Consumer Decision Process
Pioneering
Trade-Oriented Sales Promotions (Trade Promotions)
Portfolio Tests

6. Placing items on sale and offering two-for-one specials of other deals
Cost per Thousand (CPM)
Post-Tests
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Sales Advertising

7. The more frequently a product is purchased - the less repetition is required.
Institutional Advertisements
Portfolio Tests
Purchase Frequency
STP Marketing (Segmenting - Targeting - Positioning)

8. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

9. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Horizontal cooperative advertising
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Purposes of Marketing research
Pulse (Burst) Schedule

10. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
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
Rich Media
STP Marketing (Segmenting - Targeting - Positioning)
Sales Tests

11. Time - place of sale - environment
Nonpersonal influences on consumer behavior
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Continuous (Steady) Schedule
Rich Media

12. 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)
Reminder
Classified Advertising
Direct Mail Advertising
Horizontal cooperative advertising

13. Is an individual's openness or curiosity about a brand
Brand interest
Brand loyalty
Continuity
Functions of Marketing research

14. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Message development - You must create a message that gets into the minds of the consumer and target audience
CPM
Perception
Regular price-line advertising

15. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Direct Mail Advertising
Local Advertisers
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional

16. From basic physiological needs to safety - social - and esteem needs to self-actualization needs

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

17. What is the best way to grab attention in an ad?

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

18. Types of Advertisements
Point-of-Purchase Displays
Sounds that are familiar
1. Product Advertisements 2. Institutional Advertisements
thumbnails - roughs - dummies - comprehensives (elaborate draft)

19. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Attitudes
Unaided Recall
Foreign Media
Reach

20. Transform consumption experience
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
audience - ad message itself - communications media - and the product concept
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
Allowances and Discounts

21. 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.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Attitude Tests
Exchange
Purposes of Marketing research

22. The average number of times a person in the target audience is exposed to an ad.
Point-of-Purchase Displays
Pulse (Burst) Schedule
Print Media
Frequency

23. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Transit Advertising (Bus - taxi - and subway advertising)
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Sounds that are familiar
Product Placement

24. Ads in magazines can be strategically placed in these places...
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Finance Allowance
Deals

25. Stages of ad development
Advocacy
Post-Tests
thumbnails - roughs - dummies - comprehensives (elaborate draft)
audience - ad message itself - communications media - and the product concept

26. Content advertising
Portfolio Tests
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
audience - ad message itself - communications media - and the product concept
creating a picture of the concept they want to convey

27. What are the types of headlines?
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
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Direct Mail Advertising
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines

28. Visualization/conceptualization
CPM-TM
Frequently use the word 'you'
creating a picture of the concept they want to convey
Trade-Oriented Sales Promotions (Trade Promotions)

29. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Frequency
Clearance advertising (a special form of sale advertising)
Aided Recall
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate

30. Party Responsible for Carrying Out Advertising Program
Portfolio Tests
Functions of Marketing research
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature

31. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Loyalty Programs
Opinion leaders
In-House Agencies

32. What are the kinds of copy you can have in an ad?
Product Placement
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Aided Recall

33. Forms of Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Loyalty Programs

34. 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.
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Media class
Pioneering
Jury Tests

35. Approaches to Post-Testing
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Regular price-line advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
kickers - boldface and italics

36. Value of Promotion
Opinion leaders
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Theater Tests
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance

37. 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
Classified Advertising
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Reach
STP Marketing (Segmenting - Targeting - Positioning)

38. Is our acquired mental position regarding some idea or object
Unaided Recall
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
CPM-TM
Attitudes

39. What are the positives to newspapers as a form of mass media?
Vertical cooperative advertising
Aided Recall
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
Merchandise Allowance

40. Customer's perception of product/service; sometimes advertisers need to change those perceptions. As well as seller's perception of customer's needs - wants - objectives.
Rating
Perception
Consumer-Oriented Sales Promotions (Consumer Promotions)
Transit Advertising (Bus - taxi - and subway advertising)

41. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
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
Flighting (Intermittent) Schedule
Post-Tests
kickers - boldface and italics

42. Ads that state the position of a company on an issue.
Advocacy
Deals
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Competitive Institutional

43. Advertising used to reinforce previous knowledge of a product.
Reminder
Reach
Portfolio Tests
Opinion leaders

44. Advertising showing one brand's strengths relative to its competitors.
Foreign Media
Comparative
1. Product Advertisements 2. Institutional Advertisements
Interpersonal influences on consumer behavior

45. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Marketing research
Product Advertising
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)
Print Media

46. Interactive online advertising.
Unaided Recall
Rich Media
Competitive
creating a picture of the concept they want to convey

47. What are the standard subjects for ad visuals?
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
Media vehicle
Comparative
Product Advertising

48. 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
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
Place-Based Media
Permission-Based Advertising
Electronic Media

49. Changing behavior by inducing anxiety
Print Media
Limited-Service Agency
Segmenting
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

50. Affective Association

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183