SUBJECTS
|
BROWSE
|
CAREER CENTER
|
POPULAR
|
JOIN
|
LOGIN
Business Skills
|
Soft Skills
|
Basic Literacy
|
Certifications
About
|
Help
|
Privacy
|
Terms
|
Email
Search
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. Three Common Discounts and Allowances
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
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
Reach
2. The speed which buyers forget the brand if advertising is not seen.
Interpersonal influences on consumer behavior
Forgetting Rate
Local Advertisers
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
3. Affective Association
Warning
: Invalid argument supplied for foreach() in
/var/www/html/basicversity.com/show_quiz.php
on line
183
4. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
CPM-TM
Competitive Institutional
Outdoor Advertising (Billboard)
5. 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
Attitudes
Aided Recall
BDI (Brand development index)
Interpersonal influences on consumer behavior
6. 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
Perception
Jury Tests
Aided Recall
Negatively originated (informational) motives
7. Types of Advertisements
1. Product Advertisements 2. Institutional Advertisements
Purposes of Marketing research
Institutional Advertising
Product Placement
8. Situate the brand socially
Institutional Advertising
Product Placement
Brand interest
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
9. 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 Advertisements
Positively originated (transformational) motives
Exchange
Trade-Oriented Sales Promotions (Trade Promotions)
10. Forms of Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
funny ads - but not always for the right reasons
Cooperative
Segmenting
11. Changing behavior by inducing anxiety
Attitude Tests
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)
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
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
12. Tests used to test ad alternatives.
Cooperative
Reference groups
Portfolio Tests
Competitive
13. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Participants in the marketing process
Aided Recall
Premiums
14. To make room for new product lines or new models and to get rid of slow-moving lines - floor samples - broken or distressed merchandise - or out of season items
Post-Tests
Clearance advertising (a special form of sale advertising)
Buyer Turnover
Print Media
15. 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
Attitudes
Exchange
CB - The Consumer Decision Process
Pioneering Institutional
16. Gross rating points =
Reachxfrequency
Portfolio Tests
Trade-Oriented Sales Promotions (Trade Promotions)
Attitude Tests
17. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Permission-Based Advertising
Deals
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
CPM
18. Is an individual's openness or curiosity about a brand
Pioneering
Brand interest
kickers - boldface and italics
Foreign Media
19. The percentage of households in a market that are tuned to a particular TV/radio show.
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
Samples
Rating
Inquiry Tests
20. Ads promoting the advantages of one product class over another product class and are used in markets where different product classes compete for the same buyers.
CPM-TM
BDI (Brand development index)
Nonpersonal influences on consumer behavior
Competitive Institutional
21. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Functions of Marketing research
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Foreign Media
Reach
22. What kind of ads are most often remembered?
Attitudes
funny ads - but not always for the right reasons
Continuous (Steady) Schedule
Ad research
23. Studies such as controlled experiments and consumer purchase tests.
Sales Tests
Deals
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
Advocacy
24. The cost of reaching 1 - 000 individuals or households with the advertising message.
Permission-Based Advertising
Cost per Thousand (CPM)
In-House Agencies
Frequency
25. What are the types of Formatting the Body Copy?
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Lead in paragraphs - interior paragraphs - trial close - and close
Pioneering Institutional
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
26. Influencing the brand choice of consumers who are 'ready to buy'
Brand loyalty
Recency planning
Allowances and Discounts
Rating
27. Markets are segmented - products are positioned
Segmenting
funny ads - but not always for the right reasons
Contests
Purchase Frequency
28. Party Responsible for Carrying Out Advertising Program
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Forgetting Rate
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
Frequency
29. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Foreign Media
Loyalty Programs
Advocacy
Rich Media
30. Offering the product free or at a greatly reduced price.
Portfolio Tests
Pioneering Institutional
Loyalty Programs
Samples
31. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Message development - You must create a message that gets into the minds of the consumer and target audience
Post-Tests
Ad research
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
32. Family - society - reference groups - opinion leaders
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Interpersonal influences on consumer behavior
Foreign Media
Continuous (Steady) Schedule
33. 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
34. Duration of an advertising message or campaign over a given period of time - sustains memory
Nonpersonal influences on consumer behavior
Competitive Institutional
Continuity
CB - The Consumer Decision Process
35. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Pretests
Participants in the marketing process
Permission-Based Advertising
Perception
36. Information gathered about a particular market or market segment
audience - ad message itself - communications media - and the product concept
Transit Advertising
Consumer-Oriented Sales Promotions (Consumer Promotions)
Market research
37. 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.
creating a picture of the concept they want to convey
Continuous (Steady) Schedule
audience - ad message itself - communications media - and the product concept
Sweepstakes
38. Elements of an advertising message
audience - ad message itself - communications media - and the product concept
Horizontal cooperative advertising
Product Advertising
Functional needs
39. Informs consumers about services or merchandise offered at regular prices
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
Clearance advertising (a special form of sale advertising)
Point-of-Purchase Displays
Regular price-line advertising
40. Some methods for scheduling media
Cooperative
Reach
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
41. What does the layout of an ad consist of?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Product Advertisements
Interpersonal influences on consumer behavior
Allowances and Discounts
42. Approaches to Post-Testing
Recency planning
Full-Service Agency
Attitudes
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
43. Scare the consumer into action
Institutional Advertising
Functional needs
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)
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
44. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Pulse (Burst) Schedule
Media vehicle
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Coupons
45. Advertisements focused on selling a product or service
Integrated Marketing Communications
Product Advertisements
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
Attitudes
46. Reach (% of total market) x Frequency
Gross Ratings Points (GRPs)
Institutional 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)
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
47. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Loyalty Programs
Lead in paragraphs - interior paragraphs - trial close - and close
Frequency
Point-of-Purchase Displays
48. 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'
funny ads - but not always for the right reasons
BDI (Brand development index)
Brand interest
Frequency
49. Forms of Institutional Advertisements
Digital Interactive Media
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Competitive
Rich Media
50. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Regular price-line advertising
Finance Allowance
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