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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. 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.
Functional needs
Segmenting
Exchange
Jury Tests
2. What is the best way to grab attention in an ad?
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3. What are the function of headlines?
Contests
STP Marketing (Segmenting - Targeting - Positioning)
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
Allowances and Discounts
4. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Trade-Oriented Sales Promotions (Trade Promotions)
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Reminder
bleed pages - inserts - covers - front - inside front - inside back - and outside back
5. Content advertising
Local Advertisers
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Competitive
Print Media
6. Ads that simply bring the company's name to the attention of its target market again.
Local Advertisers
Ad research
Reminder Institutional
Post-Tests
7. How often new buyers enter the market to buy the product.
Vertical cooperative advertising
Transit Advertising
Buyer Turnover
Deals
8. Offering the product free or at a greatly reduced price.
Perception
Samples
Regular price-line advertising
Rebates
9. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Sweepstakes
Consumer-Oriented Sales Promotions (Consumer Promotions)
Print Media
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
10. Is the products ability to satisfy both functional needs & symbolic wants
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Utility
Positively originated (transformational) motives
Product Placement
11. Approaches to Post-Testing
Digital Interactive Media
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
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
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
12. Ads on the interior and exterior of busses - subways - and taxis.
Product Advertising
Reference groups
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
Transit Advertising
13. Reach (% of total market) x Frequency
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Gross Ratings Points (GRPs)
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
14. Promotes a specific product or service and stimulates short term action while building awareness of the business
CPM
Pretests
Finance Allowance
Product Advertising
15. Types of Publicity Tools
Continuous (Steady) Schedule
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Functional needs
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
16. Types of audience resonance
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17. Forms of Institutional Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Inquiry Tests
Message development - You must create a message that gets into the minds of the consumer and target audience
Sweepstakes
18. Advertising showing one brand's strengths relative to its competitors.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Comparative
International Media
Attitudes
19. Made up of the company's own advertising staff. They may provide full services or limited services.
Jury Tests
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
In-House Agencies
Gross Ratings Points (GRPs)
20. What are the standard subjects for ad visuals?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
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
Advocacy
Post-Tests
21. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Integrated Marketing Communications
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
Product Advertisements
Theater Tests
22. Link key attributes to the brand name
Sweepstakes
Point-of-Purchase Displays
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
Cooperative Advertising
23. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Reminder
Unaided Recall
Sales Advertising
International Media
24. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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25. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
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
Loyalty Programs
Opinion leaders
Rating
26. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Ad research
Negatively originated (informational) motives
Cooperative Advertising
Loyalty Programs
27. Gross rating points =
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
1. Product Advertisements 2. Institutional Advertisements
Cooperative
Reachxfrequency
28. Informs consumers about services or merchandise offered at regular prices
Regular price-line advertising
Brand interest
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
Product Placement
29. What are the types of Formatting the Body Copy?
Forgetting Rate
Frequency
Lead in paragraphs - interior paragraphs - trial close - and close
CPM
30. A discount on each case ordered during a specific time period.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Exchange
Case Allowance
31. Information gathered about a particular market or market segment
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
Market research
Message development - You must create a message that gets into the minds of the consumer and target audience
Limited-Service Agency
32. The greater size of an ad illustration...
Ad research
Brand interest
Reach
the more audience attention
33. Duration of an advertising message or campaign over a given period of time - sustains memory
Local Advertisers
Publicity Tools
Continuity
Product Advertising
34. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
kickers - boldface and italics
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Place-Based Media
BDI (Brand development index)
35. 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.
Digital Interactive Media
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Sweepstakes
36. 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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Functional needs
Product Advertising
37. Refers to the total number of different people or households exposed - at least once - to a medium in a certain amount of time - and effective reach is the quality of that exposure
Reach
Functions of Marketing research
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Participants in the marketing process
38. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Case Allowance
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Habits
Brand loyalty
39. Types of Advertisements
1. Product Advertisements 2. Institutional Advertisements
Inquiry Tests
Negatively originated (informational) motives
Competitive Institutional
40. Advertisements that tell people what a product is - what it can do - and where it can be found.
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)
Print Media
Pioneering
Exchange
41. Three Common Discounts and Allowances
Limited-Service Agency
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
42. Consumer needs - product development - assess effectiveness - financial planning and quality control
Brand interest
Digital Interactive Media
Electronic Media
Functions of Marketing research
43. 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
Electronic 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
Jury Tests
BDI (Brand development index)
44. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Trade-Oriented Sales Promotions (Trade Promotions)
Direct Mail Advertising
Horizontal cooperative advertising
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
45. Allow the audience to participate actively & immediately
Digital Interactive Media
Message development - You must create a message that gets into the minds of the consumer and target audience
Gross Ratings Points (GRPs)
International Media
46. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Consumer-Oriented Sales Promotions (Consumer Promotions)
Continuity
Brand loyalty
47. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Aided Recall
Trade-Oriented Sales Promotions (Trade Promotions)
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Reach
48. The percentage of households in a market that are tuned to a particular TV/radio show.
Reachxfrequency
STP Marketing (Segmenting - Targeting - Positioning)
Rating
Purchase Frequency
49. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Attitudes
Limited-Service Agency
Allowances and Discounts
Brand interest
50. Common Advertising Appeals
Recency planning
Coupons
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Utility