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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. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuous (Steady) Schedule
Limited-Service Agency
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Post-Tests
2. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Theater Tests
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
CPM-TM
3. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Product Advertising
Brand loyalty
Rich Media
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
4. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Loyalty Programs
Place-Based Media
Functions of Marketing research
Theater Tests
5. What are the types of Formatting the Body Copy?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Post-Tests
Lead in paragraphs - interior paragraphs - trial close - and close
Coupons
6. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Market research
Product Advertising
Reminder Institutional
Foreign Media
7. The speed which buyers forget the brand if advertising is not seen.
Forgetting Rate
Marketing research
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
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
8. The moment someone recognizes a need or want that might be satisfied by. 1.Need Recognition 2.Search Information and Alternative Evaluation 3. Purchase 4.Post-purchase use and evaluation
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
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)
CB - The Consumer Decision Process
Premiums
9. Stages of ad development
Clearance advertising (a special form of sale advertising)
Samples
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Sales Tests
10. The cost of reaching 1 - 000 individuals or households with the advertising message.
Message development - You must create a message that gets into the minds of the consumer and target audience
Frequency
Cost per Thousand (CPM)
Premiums
11. 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)
Product Placement
Classified Advertising
Functions of Marketing research
Integrated Marketing Communications
12. 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.
Jury Tests
Comparative
Samples
Attitudes
13. People we try to emulate or whose approval concerns us
Reference groups
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Finance Allowance
Frequently use the word 'you'
14. The average number of times a person in the target audience is exposed to an ad.
Frequency
Institutional Advertisements
Clearance advertising (a special form of sale advertising)
Opinion leaders
15. 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.
Regular price-line advertising
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
Inquiry Tests
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
16. Ads that simply bring the company's name to the attention of its target market again.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Trade-Oriented Sales Promotions (Trade Promotions)
Reference groups
Reminder Institutional
17. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
18. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Jury Tests
Institutional Advertising
Finance Allowance
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
19. Approaches to Post-Testing
thumbnails - roughs - dummies - comprehensives (elaborate draft)
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Merchandise Allowance
Exchange
20. What are the positives to newspapers as a form of mass media?
Jury Tests
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
Frequency
Interpersonal influences on consumer behavior
21. Markets are segmented - products are positioned
Reach
Segmenting
Attitude Tests
Permission-Based Advertising
22. Advertising showing one brand's strengths relative to its competitors.
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
Cooperative
In-House Agencies
Comparative
23. Merchandise offered free or at a significant discount.
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
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Participants in the marketing process
Premiums
24. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
International Media
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
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
Print Media
25. Is our acquired mental position regarding some idea or object
Foreign Media
Limited-Service Agency
Attitudes
Advocacy
26. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Competitive Institutional
Finance Allowance
Transit Advertising (Bus - taxi - and subway advertising)
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
27. Offers the return of money based on proof of purchase.
Coupons
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Rebates
Purchase Frequency
28. Visualization/conceptualization
creating a picture of the concept they want to convey
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
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Post-Tests
29. Advertising used to reinforce previous knowledge of a product.
Reminder
Attitudes
Aided Recall
Institutional Advertisements
30. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Post-Tests
Pioneering Institutional
Functional needs
Allowances and Discounts
31. How often new buyers enter the market to buy the product.
Buyer Turnover
Perception
Regular price-line 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
32. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
Reminder
Contests
Transit Advertising
33. 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
Permission-Based Advertising
Inquiry Tests
Pretests
34. What kind of ads are most often remembered?
funny ads - but not always for the right reasons
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Reminder
Reference groups
35. Cost of media buy/targeted audienceX1 - 000
CPM-TM
audience - ad message itself - communications media - and the product concept
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)
Habits
36. Three Approaches to Setting Advertising Schedules
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
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
kickers - boldface and italics
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
37. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Comparative
Post-Tests
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Institutional Advertising
38. Types of audience resonance
39. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Product Placement
Ones with fewer words
Premiums
Functions of Marketing research
40. The percentage of households in a market that are tuned to a particular TV/radio show.
CPM
Outdoor Advertising (Billboard)
Rating
Functional needs
41. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Lead in paragraphs - interior paragraphs - trial close - and close
Digital Interactive Media
Product Advertising
Cooperative
42. Elements of an advertising message
Institutional Advertisements
Institutional Advertising
audience - ad message itself - communications media - and the product concept
Clearance advertising (a special form of sale advertising)
43. 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.
Permission-Based Advertising
Reach
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Competitive Institutional
44. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Brand loyalty
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Full-Service Agency
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
45. Interactive online advertising.
Marketing research
Publicity Tools
Sweepstakes
Rich Media
46. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Habits
Horizontal cooperative advertising
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Purchase Frequency
47. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
48. A positive bonus is promised rather than the removal or reduction of some negative situation. The 3 positively originated motives- sensory gratification - intellectual stimulation - & social approval
Positively originated (transformational) motives
Product Placement
Outdoor Advertising (Billboard)
Theater Tests
49. The more frequently a product is purchased - the less repetition is required.
Product Advertising
Sales Tests
Frequency
Purchase Frequency
50. Time - place of sale - environment
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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
Nonpersonal influences on consumer behavior