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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. Types of Publicity Tools
Brand loyalty
Frequently use the word 'you'
Competitive Institutional
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
2. 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
Pioneering Institutional
Frequently use the word 'you'
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
3. Advertisements that tell people what a product is - what it can do - and where it can be found.
Outdoor Advertising (Billboard)
Pulse (Burst) Schedule
Pioneering
Opinion leaders
4. What are the principles of design?
kickers - boldface and italics
Interpersonal influences on consumer behavior
cognitive dissonance
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
5. The greater size of an ad illustration...
creating a picture of the concept they want to convey
the more audience attention
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Electronic Media
6. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Negatively originated (informational) motives
Participants in the marketing process
Attitude Tests
Continuous (Steady) Schedule
7. Markets are segmented - products are positioned
Transit Advertising
Premiums
Full-Service Agency
Segmenting
8. Placing items on sale and offering two-for-one specials of other deals
Sales 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
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Reachxfrequency
9. What are the kinds of copy you can have in an ad?
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Merchandise Allowance
Foreign Media
10. Gross rating points =
Reachxfrequency
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Gross Ratings Points (GRPs)
funny ads - but not always for the right reasons
11. Made up of the company's own advertising staff. They may provide full services or limited services.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Limited-Service Agency
Merchandise Allowance
In-House Agencies
12. 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
creating a picture of the concept they want to convey
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Allowances and Discounts
Negatively originated (informational) motives
13. 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
Competitive Institutional
Forgetting Rate
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
14. Elements of an advertising message
Cooperative
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
audience - ad message itself - communications media - and the product concept
Premiums
15. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Deals
Negatively originated (informational) motives
Transit Advertising
International Media
16. What are the types of headlines?
CPM-TM
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Outdoor Advertising (Billboard)
17. To make room for new product lines or new models and to get rid of slow-moving lines - floor samples - broken or distressed merchandise - or out of season items
Clearance advertising (a special form of sale advertising)
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Recency planning
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
18. The percentage of households in a market that are tuned to a particular TV/radio show.
Theater Tests
Case Allowance
Continuous (Steady) Schedule
Rating
19. Stages of ad development
Vertical cooperative advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Sales Tests
Place-Based Media
20. 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
Reminder
Horizontal cooperative advertising
Product Placement
Maslow's hierarchy of needs theory of motivation based on unmet human needs
21. The more frequently a product is purchased - the less repetition is required.
Outdoor Advertising (Billboard)
Direct Mail Advertising
Place-Based Media
Purchase Frequency
22. Ads in magazines can be strategically placed in these places...
kickers - boldface and italics
Ones with fewer words
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
23. The speed which buyers forget the brand if advertising is not seen.
Limited-Service Agency
Rating
Forgetting Rate
Habits
24. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Nonpersonal influences on consumer behavior
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Contests
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
25. Allow the audience to participate actively & immediately
Theater Tests
Lead in paragraphs - interior paragraphs - trial close - and close
Message development - You must create a message that gets into the minds of the consumer and target audience
Digital Interactive Media
26. 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)
Cost per Thousand (CPM)
Print Media
CPM-TM
Classified Advertising
27. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
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
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
Institutional Advertising
Brand loyalty
28. Offers the return of money based on proof of purchase.
Media class
Theater Tests
Rebates
Outdoor Advertising (Billboard)
29. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
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
creating a picture of the concept they want to convey
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
Loyalty Programs
30. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Competitive Institutional
audience - ad message itself - communications media - and the product concept
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
Cooperative Advertising
31. What do the most effective radio commercials use?
Brand loyalty
Portfolio Tests
Sounds that are familiar
In-House Agencies
32. What is the best way to grab attention in an ad?
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33. Duration of an advertising message or campaign over a given period of time - sustains memory
Electronic Media
CB - The Consumer Decision Process
Rebates
Continuity
34. Changing behavior by inducing anxiety
Pretests
the more audience attention
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
Rating
35. The number of different people or households exposed to an ad.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Transit Advertising
Reach
36. 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
funny ads - but not always for the right reasons
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
Electronic Media
CPM-TM
37. Three Approaches to Setting Advertising Schedules
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Samples
Transit Advertising (Bus - taxi - and subway advertising)
38. Advertising used to reinforce previous knowledge of a product.
Foreign Media
Reminder
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Reach
39. Consumer needs - product development - assess effectiveness - financial planning and quality control
Deals
Functions of Marketing research
Unaided Recall
CPM
40. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Opinion leaders
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Electronic Media
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
41. 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.
Competitive Institutional
the more audience attention
Positively originated (transformational) motives
International Media
42. What are the standard subjects for ad visuals?
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales 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
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
Horizontal cooperative advertising
43. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
STP Marketing (Segmenting - Targeting - Positioning)
creating a picture of the concept they want to convey
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Trade-Oriented Sales Promotions (Trade Promotions)
44. What kind of ads are most often remembered?
Purposes of Marketing research
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
funny ads - but not always for the right reasons
Continuity
45. Offering the product free or at a greatly reduced price.
Place-Based Media
Samples
Ad research
Limited-Service Agency
46. Merchandise offered free or at a significant discount.
Pioneering
Premiums
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
47. Factors of Scheduling Advertising
Regular price-line advertising
Continuity
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
BDI (Brand development index)
48. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Institutional Advertising
Deals
Finance Allowance
49. Tests used to test ad alternatives.
Portfolio Tests
Functional needs
Attitudes
Case Allowance
50. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Transit Advertising
Pretests
Print Media
Ones with fewer words