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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. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
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
Functions of Marketing research
Integrated Marketing Communications
Loyalty Programs
2. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Full-Service Agency
Recency planning
Rebates
Transit Advertising
3. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Competitive
Message development - You must create a message that gets into the minds of the consumer and target audience
Outdoor Advertising (Billboard)
Purchase Frequency
4. 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
Place-Based Media
Reachxfrequency
Clearance advertising (a special form of sale advertising)
5. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Cooperative Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Premiums
6. Where is the advertising and brand battle won or lost?
Product Advertising
Trade-Oriented Sales Promotions (Trade Promotions)
Continuous (Steady) Schedule
Message development - You must create a message that gets into the minds of the consumer and target audience
7. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
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
Positively originated (transformational) motives
Point-of-Purchase Displays
Publicity Tools
8. Is the products ability to satisfy both functional needs & symbolic wants
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Jury Tests
Transit Advertising
Utility
9. Merchandise offered free or at a significant discount.
funny ads - but not always for the right reasons
Direct Mail Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Premiums
10. 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'
Sales Tests
Frequency
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
Frequency
11. 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
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Segmenting
Premiums
BDI (Brand development index)
12. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Theater Tests
Transit Advertising
13. The average number of times a person in the target audience is exposed to an ad.
Publicity Tools
Frequency
Functions of Marketing research
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
14. Define the brand image
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
Participants in the marketing process
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
15. What are the standard subjects for ad visuals?
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Maslow's hierarchy of needs theory of motivation based on unmet human needs
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
Local Advertisers
16. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuity
STP Marketing (Segmenting - Targeting - Positioning)
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Continuous (Steady) Schedule
17. Offering the product free or at a greatly reduced price.
Samples
Pioneering Institutional
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Full-Service Agency
18. Advertising that promotes a specific brand's features and benefits.
Competitive
Inquiry Tests
Samples
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
19. Factors of Scheduling Advertising
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Merchandise Allowance
Pulse (Burst) Schedule
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
20. Placing items on sale and offering two-for-one specials of other deals
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
Sales Advertising
Aided Recall
21. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Cooperative Advertising
CPM-TM
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
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
22. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
Perception
Trade-Oriented Sales Promotions (Trade Promotions)
1. Product Advertisements 2. Institutional Advertisements
23. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Reminder
Attitudes
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Contests
24. 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
Reach
Transit Advertising (Bus - taxi - and subway advertising)
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
25. Situate the brand socially
Publicity Tools
Reference groups
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
Merchandise Allowance
26. Is an individual's openness or curiosity about a brand
1. Product Advertisements 2. Institutional Advertisements
Competitive
Advocacy
Brand interest
27. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Aided Recall
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Post-Tests
28. Types of audience resonance
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29. What is the best way to grab attention in an ad?
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30. The speed which buyers forget the brand if advertising is not seen.
International Media
kickers - boldface and italics
Case Allowance
Forgetting Rate
31. Influencing the brand choice of consumers who are 'ready to buy'
Media vehicle
Clearance advertising (a special form of sale advertising)
Recency planning
International Media
32. Promote brand recall
Direct Mail Advertising
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Brand interest
Buyer Turnover
33. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Frequently use the word 'you'
Forgetting Rate
Ones with fewer words
Pulse (Burst) Schedule
34. 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
thumbnails - roughs - dummies - comprehensives (elaborate draft)
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Clearance advertising (a special form of sale advertising)
Rating
35. 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.
Perception
Post-Tests
Point-of-Purchase Displays
Recency planning
36. Ads in magazines can be strategically placed in these places...
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
Reachxfrequency
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Case Allowance
37. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Comparative
Brand loyalty
kickers - boldface and italics
Horizontal cooperative advertising
38. Types of Publicity Tools
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Exchange
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Direct Mail Advertising
39. Advertisements focused on selling a product or service
Message development - You must create a message that gets into the minds of the consumer and target audience
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Product Advertisements
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
40. Information gathered about a particular market or market segment
Market research
Product Advertisements
Ones with fewer words
Rating
41. Broad category of media - such as television - radio or newspaper
Classified Advertising
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Media class
Cooperative
42. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Segmenting
the more audience attention
Consumer-Oriented Sales Promotions (Consumer Promotions)
Continuity
43. Stages of ad development
Advocacy
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
thumbnails - roughs - dummies - comprehensives (elaborate draft)
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
44. Reach (% of total market) x Frequency
Classified Advertising
Gross Ratings Points (GRPs)
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
kickers - boldface and italics
45. 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
Inquiry Tests
International Media
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
Electronic Media
46. They use Retail Advertising because retail stores account for so much of the market
1. Product Advertisements 2. Institutional Advertisements
Pioneering Institutional
Place-Based Media
Local Advertisers
47. Evaluation process conducted before the ads are in place to determine whether the ad communicates the intended message or to select among alternative versions of the ad.
Pretests
Nonpersonal influences on consumer behavior
Jury Tests
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
48. The number of different people or households exposed to an ad.
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Purposes of Marketing research
Reminder
Reach
49. Advertisements that tell people what a product is - what it can do - and where it can be found.
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
Direct Mail Advertising
Transit Advertising (Bus - taxi - and subway advertising)
Pioneering
50. The greater size of an ad illustration...
Buyer Turnover
Samples
the more audience attention
Unaided Recall