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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. Advertising that promotes a specific brand's features and benefits.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Transit Advertising
Case Allowance
Competitive
2. 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.
Purposes of Marketing research
Segmenting
Competitive Institutional
Continuity
3. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
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
cognitive dissonance
Print Media
Post-Tests
4. Some methods for scheduling media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Clearance advertising (a special form of sale advertising)
Recency planning
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
5. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Clearance advertising (a special form of sale advertising)
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
Foreign Media
6. Promotes a specific product or service and stimulates short term action while building awareness of the business
Reference groups
Unaided Recall
Continuity
Product Advertising
7. Tests used to test ad alternatives.
Portfolio 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)
Samples
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
8. Transform consumption experience
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
International Media
Marketing research
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
9. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Full-Service Agency
creating a picture of the concept they want to convey
Brand interest
Portfolio Tests
10. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Post-Tests
Habits
Digital Interactive Media
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
11. Offers the return of money based on proof of purchase.
Outdoor Advertising (Billboard)
International Media
Brand interest
Rebates
12. Advertising used to reinforce previous knowledge of a product.
Full-Service Agency
Sweepstakes
Reminder
Positively originated (transformational) motives
13. Stages of ad development
Horizontal cooperative advertising
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
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
thumbnails - roughs - dummies - comprehensives (elaborate draft)
14. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Merchandise 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
Competitive Institutional
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
15. Ads in magazines can be strategically placed in these places...
Case Allowance
bleed pages - inserts - covers - front - inside front - inside back - and outside back
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
Jury Tests
16. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Samples
Rating
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
STP Marketing (Segmenting - Targeting - Positioning)
17. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Reachxfrequency
Aided Recall
Contests
Vertical cooperative advertising
18. What are the principles of design?
Institutional Advertisements
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
CPM
STP Marketing (Segmenting - Targeting - Positioning)
19. Gross rating points =
Classified Advertising
Utility
Reachxfrequency
Outdoor Advertising (Billboard)
20. Family - society - reference groups - opinion leaders
Forgetting Rate
BDI (Brand development index)
Interpersonal influences on consumer behavior
Jury Tests
21. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Product Advertising
Limited-Service Agency
1. Product Advertisements 2. Institutional Advertisements
Opinion leaders
22. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Direct Mail Advertising
audience - ad message itself - communications media - and the product concept
Purchase Frequency
23. Placing items on sale and offering two-for-one specials of other deals
Jury Tests
Segmenting
Sales Advertising
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
24. What are the standard subjects for ad visuals?
Cooperative
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
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
Interpersonal influences on consumer behavior
25. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Institutional Advertising
Post-Tests
Allowances and Discounts
Outdoor Advertising (Billboard)
26. 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
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Forgetting Rate
Negatively originated (informational) motives
Rossiter & Percy's Fundamental Motives
27. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Direct Mail Advertising
BDI (Brand development index)
Theater Tests
STP Marketing (Segmenting - Targeting - Positioning)
28. Ads that simply bring the company's name to the attention of its target market again.
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
Reminder Institutional
Positively originated (transformational) motives
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)
29. Form - task - possession - time - place utility
Continuity
Functional needs
Reachxfrequency
the more audience attention
30. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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
Trade-Oriented Sales Promotions (Trade Promotions)
31. Types of Advertisements
Finance Allowance
Local Advertisers
1. Product Advertisements 2. Institutional Advertisements
Rating
32. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
Classified Advertising
Rossiter & Percy's Fundamental Motives
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
33. Simply the percentage of homes exposed to an advertising media
Positively originated (transformational) motives
Competitive
Rating
Institutional Advertisements
34. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Unaided Recall
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
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
Trade-Oriented Sales Promotions (Trade Promotions)
35. 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.
Maslow's hierarchy of needs theory of motivation based on unmet human needs
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
Reach
Pretests
36. Firms in the same business (real-estate agents - insurance agents - pharmacies - car dealers - or travel agents) or in the same part of town advertise jointly
Negatively originated (informational) motives
Media vehicle
Opinion leaders
Horizontal cooperative advertising
37. 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
BDI (Brand development index)
funny ads - but not always for the right reasons
Interpersonal influences on consumer behavior
Foreign Media
38. What is the best way to grab attention in an ad?
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39. Questions such as "What ads do you remember watching yesterday?" is asked of respondents without any prompting to determine whether they saw or heard advertising messages.
Continuous (Steady) Schedule
Unaided Recall
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Jury Tests
40. Time - place of sale - environment
Loyalty Programs
CPM
Nonpersonal influences on consumer behavior
Recency planning
41. Ads used for announcements about what a company is - what it can do - and where it is located.
Gross Ratings Points (GRPs)
Negatively originated (informational) motives
Pioneering Institutional
Buyer Turnover
42. Markets are segmented - products are positioned
Segmenting
Electronic Media
Horizontal cooperative advertising
Forgetting Rate
43. The more frequently a product is purchased - the less repetition is required.
Flighting (Intermittent) Schedule
Frequency
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Purchase Frequency
44. 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
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Pioneering
Ad research
Electronic Media
45. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
BDI (Brand development index)
Recency planning
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Brand loyalty
46. Elements of an advertising message
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Ad research
Rating
audience - ad message itself - communications media - and the product concept
47. Cost of media buy/targeted audienceX1 - 000
Regular price-line advertising
BDI (Brand development index)
CPM-TM
Contests
48. What are the types of subheads?
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
kickers - boldface and italics
Jury Tests
Reach
49. 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
Sales Advertising
Participants in the marketing process
CB - The Consumer Decision Process
50. How often new buyers enter the market to buy the product.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Buyer Turnover
Institutional Advertisements
Habits