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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. Forms of 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
Segmenting
Purposes of Marketing research
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
2. 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'
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Frequency
Classified Advertising
Competitive Institutional
3. How often new buyers enter the market to buy the product.
Buyer Turnover
Transit Advertising
Loyalty Programs
Cooperative
4. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuous (Steady) Schedule
Rating
Advocacy
Pioneering Institutional
5. Offers the return of money based on proof of purchase.
Attitudes
Rebates
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
Theater Tests
6. Time - place of sale - environment
Nonpersonal influences on consumer behavior
Samples
Limited-Service Agency
Pretests
7. The average number of times a person in the target audience is exposed to an ad.
Merchandise Allowance
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Frequency
8. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Cost per Thousand (CPM)
Reachxfrequency
Samples
Transit Advertising (Bus - taxi - and subway advertising)
9. Made up of the company's own advertising staff. They may provide full services or limited services.
In-House Agencies
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Gross Ratings Points (GRPs)
Limited-Service Agency
10. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Merchandise Allowance
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Premiums
Utility
11. Three Common Discounts and Allowances
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
In-House Agencies
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Flighting (Intermittent) Schedule
12. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Classified Advertising
Aided Recall
Transit Advertising
Purchase Frequency
13. Changing behavior by inducing anxiety
Inquiry Tests
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
Regular price-line advertising
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
14. Party Responsible for Carrying Out Advertising Program
Competitive
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
funny ads - but not always for the right reasons
Trade-Oriented Sales Promotions (Trade Promotions)
15. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Aided Recall
Transit Advertising
Consumer-Oriented Sales Promotions (Consumer Promotions)
Coupons
16. Interactive online advertising.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Rich Media
Publicity Tools
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
17. What does the layout of an ad consist of?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Rich Media
Trade-Oriented Sales Promotions (Trade Promotions)
18. What are the types of headlines?
Unaided Recall
Pulse (Burst) Schedule
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Segmenting
19. Visualization/conceptualization
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Allowances and Discounts
Gross Ratings Points (GRPs)
creating a picture of the concept they want to convey
20. A discount on each case ordered during a specific time period.
Case Allowance
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
Functions of Marketing research
Clearance advertising (a special form of sale advertising)
21. Advertising showing one brand's strengths relative to its competitors.
Sales Advertising
Comparative
Electronic Media
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
22. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Premiums
Deals
Product Advertisements
Maslow's hierarchy of needs theory of motivation based on unmet human needs
23. Advertisements focused on selling a product or service
Product Advertising
Product Advertisements
Foreign Media
Classified Advertising
24. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Unaided Recall
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Institutional Advertisements
Place-Based Media
25. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Outdoor Advertising (Billboard)
Functional needs
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
26. Link key attributes to the brand name
Reach
Coupons
Reminder
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
27. Forms of Product Advertising
Samples
Loyalty Programs
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
In-House Agencies
28. Content advertising
Media vehicle
Deals
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
29. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Purchase Frequency
Loyalty Programs
Sweepstakes
Product Placement
30. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Cooperative
Regular price-line advertising
Deals
31. Where viewers agree to watch a commercial online in exchange for points - samples - or access to premium content - and advertisers only pay for completed views.
Trade-Oriented Sales Promotions (Trade Promotions)
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Permission-Based Advertising
Foreign Media
32. The number of different people or households exposed to an ad.
Exchange
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
Limited-Service Agency
Reach
33. 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.
Attitudes
Print Media
Advocacy
Sweepstakes
34. Allow the audience to participate actively & immediately
Advocacy
Digital Interactive Media
Reach
Cooperative Advertising
35. 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.
Continuous (Steady) Schedule
Attitude Tests
Digital Interactive Media
Point-of-Purchase Displays
36. The more frequently a product is purchased - the less repetition is required.
Habits
Exchange
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Purchase Frequency
37. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Loyalty Programs
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Consumer-Oriented Sales Promotions (Consumer Promotions)
Pioneering
38. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
Samples
Habits
Vertical cooperative advertising
39. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Cooperative Advertising
STP Marketing (Segmenting - Targeting - Positioning)
Brand loyalty
Reach
40. Approaches to Post-Testing
Reminder
Media vehicle
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Limited-Service Agency
41. The speed which buyers forget the brand if advertising is not seen.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Sounds that are familiar
Premiums
Forgetting Rate
42. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Gross Ratings Points (GRPs)
Transit Advertising
Utility
Vertical cooperative advertising
43. Markets are segmented - products are positioned
Gross Ratings Points (GRPs)
Coupons
Segmenting
Media class
44. Affective Association
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45. Information gathered about a particular market or market segment
funny ads - but not always for the right reasons
Market research
Finance Allowance
Buyer Turnover
46. 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.
Rebates
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Jury Tests
Advocacy
47. 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
Media vehicle
Classified Advertising
Segmenting
Electronic Media
48. 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.
Competitive Institutional
Lead in paragraphs - interior paragraphs - trial close - and close
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Sweepstakes
49. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
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
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
50. Merchandise offered free or at a significant discount.
Opinion leaders
Premiums
Rossiter & Percy's Fundamental Motives
Trade-Oriented Sales Promotions (Trade Promotions)