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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. Transform consumption experience
Premiums
Competitive Institutional
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
cognitive dissonance
2. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Allowances and Discounts
Sales Advertising
Segmenting
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
3. Addition product information - product samples - or premiums are offered to an ad's readers or viewers. Ads generating the most inquiries are presumed to be the most effective.
Permission-Based Advertising
Inquiry Tests
funny ads - but not always for the right reasons
Foreign Media
4. Advertisements focused on selling a product or service
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
Reference groups
Recency planning
Product Advertisements
5. Elements of an advertising message
Cooperative
audience - ad message itself - communications media - and the product concept
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Integrated Marketing Communications
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
Competitive
Aided Recall
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Negatively originated (informational) motives
7. Informs consumers about services or merchandise offered at regular prices
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Segmenting
Permission-Based Advertising
Regular price-line advertising
8. Advertising used to reinforce previous knowledge of a product.
Reminder
Cost per Thousand (CPM)
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
Transit Advertising (Bus - taxi - and subway advertising)
9. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Trade-Oriented Sales Promotions (Trade Promotions)
Pioneering Institutional
kickers - boldface and italics
Contests
10. Tests used to test ad alternatives.
Functional needs
Rebates
Direct Mail Advertising
Portfolio Tests
11. Advertising showing one brand's strengths relative to its competitors.
Ones with fewer words
Clearance advertising (a special form of sale advertising)
Rebates
Comparative
12. 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
Participants in the marketing process
BDI (Brand development index)
Purposes of Marketing research
Competitive
13. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Jury Tests
Foreign Media
Publicity Tools
Regular price-line advertising
14. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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15. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Cooperative Advertising
Finance Allowance
Sweepstakes
Product Advertisements
16. Forms of Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Advocacy
1. Product Advertisements 2. Institutional Advertisements
Case Allowance
17. Scare the consumer into action
Permission-Based Advertising
Theater 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)
Place-Based Media
18. Reach (% of total market) x Frequency
Gross Ratings Points (GRPs)
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
Habits
Samples
19. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Theater Tests
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
Reach
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
20. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Institutional Advertisements
Functions of Marketing research
In-House Agencies
21. What are the types of headlines?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Market research
1. Product Advertisements 2. Institutional Advertisements
CB - The Consumer Decision Process
22. What are the principles of design?
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
Recency planning
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Sales Tests
23. 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'
Frequency
Inquiry Tests
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
Frequency
24. 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.
Vertical cooperative advertising
Segmenting
Permission-Based Advertising
Brand interest
25. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Habits
Forgetting Rate
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Brand loyalty
26. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Theater Tests
Rich Media
Post-Tests
27. Merchandise offered free or at a significant discount.
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
Premiums
Inquiry Tests
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
28. Interactive online advertising.
Case Allowance
Buyer Turnover
Point-of-Purchase Displays
Rich Media
29. Party Responsible for Carrying Out Advertising Program
Aided Recall
Buyer Turnover
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
CB - The Consumer Decision Process
30. 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)
International Media
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Purposes of Marketing research
Classified Advertising
31. Is the products ability to satisfy both functional needs & symbolic wants
Reach
Utility
CPM
funny ads - but not always for the right reasons
32. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
funny ads - but not always for the right reasons
Outdoor Advertising (Billboard)
creating a picture of the concept they want to convey
Maslow's hierarchy of needs theory of motivation based on unmet human needs
33. Time - place of sale - environment
cognitive dissonance
Nonpersonal influences on consumer behavior
Transit Advertising
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
34. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Reachxfrequency
Aided Recall
Allowances and Discounts
Vertical cooperative advertising
35. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Continuous (Steady) Schedule
Competitive Institutional
In-House Agencies
36. Three Common Discounts and Allowances
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
Premiums
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
37. What kinds of ads resonate more?
Recency planning
Ones with fewer words
Reach
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
38. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Sounds that are familiar
Positively originated (transformational) motives
CPM
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
39. The feelings of doubt and concern after a purchase is made. dissonance increases when: (1) the purchase price is high (2) there are many close alternatives (3) the item is intangible (4) the purchase is important (5) the item purchased lasts a long
cognitive dissonance
Pulse (Burst) Schedule
Rating
kickers - boldface and italics
40. Ads on the interior and exterior of busses - subways - and taxis.
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
Transit Advertising
funny ads - but not always for the right reasons
Permission-Based Advertising
41. Three Approaches to Setting Advertising Schedules
BDI (Brand development index)
Frequency
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
audience - ad message itself - communications media - and the product concept
42. 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.
Theater Tests
Product Placement
Nonpersonal influences on consumer behavior
Unaided Recall
43. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Product Placement
Allowances and Discounts
cognitive dissonance
CPM
44. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Product Advertising
Recency planning
Habits
Loyalty Programs
45. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
In-House Agencies
CB - The Consumer Decision Process
Cooperative
Samples
46. 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.
Institutional Advertising
Direct Mail Advertising
Marketing research
Sweepstakes
47. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Flighting (Intermittent) Schedule
BDI (Brand development index)
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
Finance Allowance
48. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Publicity Tools
Trade-Oriented Sales Promotions (Trade Promotions)
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Opinion leaders
49. Ads that state the position of a company on an issue.
Product Advertisements
Advocacy
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
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
50. Placing items on sale and offering two-for-one specials of other deals
Sales Advertising
Interpersonal influences on consumer behavior
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Frequency