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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. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CPM
Flighting (Intermittent) Schedule
Buyer Turnover
Coupons
2. Is our acquired mental position regarding some idea or object
Direct Mail Advertising
Interpersonal influences on consumer behavior
Attitudes
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
3. Tests used to test ad alternatives.
Nonpersonal influences on consumer behavior
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
Portfolio Tests
Deals
4. 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.
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Reminder Institutional
Frequency
Sweepstakes
5. A discount on each case ordered during a specific time period.
Brand interest
Case Allowance
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
bleed pages - inserts - covers - front - inside front - inside back - and outside back
6. Visualization/conceptualization
Interpersonal influences on consumer behavior
Frequency
Frequently use the word 'you'
creating a picture of the concept they want to convey
7. Factors of Scheduling Advertising
Negatively originated (informational) motives
CPM-TM
Foreign Media
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
8. Define the brand image
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Institutional Advertisements
Cooperative Advertising
Contests
9. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Rossiter & Percy's Fundamental Motives
Jury Tests
Publicity Tools
Maslow's hierarchy of needs theory of motivation based on unmet human needs
10. The greater size of an ad illustration...
Pretests
the more audience attention
Media class
Segmenting
11. 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.
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Competitive Institutional
Reminder
Jury Tests
12. Family - society - reference groups - opinion leaders
Functional needs
Place-Based Media
Clearance advertising (a special form of sale advertising)
Interpersonal influences on consumer behavior
13. They use Retail Advertising because retail stores account for so much of the market
Competitive Institutional
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Local Advertisers
Perception
14. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
In-House Agencies
Buyer Turnover
Habits
15. People we try to emulate or whose approval concerns us
Jury Tests
Reference groups
Attitudes
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
16. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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17. 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.
Integrated Marketing Communications
Interpersonal influences on consumer behavior
Permission-Based Advertising
Cost per Thousand (CPM)
18. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Direct Mail Advertising
In-House Agencies
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Publicity Tools
19. Advertising showing one brand's strengths relative to its competitors.
Comparative
Participants in the marketing process
Rating
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
20. What do the most effective radio commercials use?
Sounds that are familiar
Pioneering
Finance Allowance
Electronic Media
21. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Attitudes
Cooperative Advertising
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)
Regular price-line advertising
22. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising
Deals
Reach
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
23. Three Common Discounts and Allowances
Foreign Media
Full-Service Agency
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Electronic Media
24. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Reminder Institutional
Theater Tests
Exchange
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
25. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Electronic Media
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
Contests
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
26. Ads that state the position of a company on an issue.
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
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Foreign Media
Advocacy
27. What are the standard subjects for ad visuals?
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
Lead in paragraphs - interior paragraphs - trial close - and close
Classified Advertising
funny ads - but not always for the right reasons
28. Studies such as controlled experiments and consumer purchase tests.
Sales Tests
Sweepstakes
BDI (Brand development index)
Direct Mail Advertising
29. Cost of media buy/targeted audienceX1 - 000
Product Advertisements
Premiums
CPM-TM
Message development - You must create a message that gets into the minds of the consumer and target audience
30. Joining together in a consistent manner everything that communicates with customers
Jury Tests
Rich Media
Trade-Oriented Sales Promotions (Trade Promotions)
Integrated Marketing Communications
31. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Ad research
audience - ad message itself - communications media - and the product concept
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Integrated Marketing Communications
32. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Perception
Reach
Segmenting
Continuous (Steady) Schedule
33. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Competitive Institutional
Outdoor Advertising (Billboard)
Deals
Functions of Marketing research
34. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
audience - ad message itself - communications media - and the product concept
Aided Recall
Perception
Lead in paragraphs - interior paragraphs - trial close - and close
35. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Unaided Recall
Institutional Advertising
Reminder
CPM-TM
36. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Merchandise Allowance
Frequency
Finance Allowance
Case Allowance
37. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Perception
Product Advertising
Participants in the marketing process
Message development - You must create a message that gets into the minds of the consumer and target audience
38. Where is the advertising and brand battle won or lost?
Perception
Sales Tests
Message development - You must create a message that gets into the minds of the consumer and target audience
Institutional Advertisements
39. Value of Promotion
Clearance advertising (a special form of sale advertising)
Functional needs
Unaided Recall
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
40. 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.
Rebates
Pretests
Competitive Institutional
Ad research
41. 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
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Frequently use the word 'you'
Horizontal cooperative advertising
Interpersonal influences on consumer behavior
42. Elements of an advertising message
Print Media
Gross Ratings Points (GRPs)
Case Allowance
audience - ad message itself - communications media - and the product concept
43. 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
Samples
BDI (Brand development index)
Aided Recall
Inquiry Tests
44. The average number of times a person in the target audience is exposed to an ad.
Frequency
Participants in the marketing process
CPM-TM
Print Media
45. What kind of ads are most often remembered?
Marketing research
funny ads - but not always for the right reasons
Comparative
Rebates
46. Broad category of media - such as television - radio or newspaper
Competitive Institutional
Ad research
Media class
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
47. Content advertising
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Regular price-line advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
funny ads - but not always for the right reasons
48. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Positively originated (transformational) motives
Transit Advertising (Bus - taxi - and subway advertising)
Continuity
STP Marketing (Segmenting - Targeting - Positioning)
49. Advertising that promotes a specific brand's features and benefits.
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Theater Tests
Limited-Service Agency
Competitive
50. Affective Association
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