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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. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Contests
Ad research
Reminder
Utility
2. 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)
Classified Advertising
Theater Tests
Clearance advertising (a special form of sale advertising)
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
3. Party Responsible for Carrying Out Advertising Program
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Coupons
Habits
CPM
4. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Post-Tests
Media class
Cooperative
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
5. The greater size of an ad illustration...
Frequency
the more audience attention
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Reference groups
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
Nonpersonal influences on consumer behavior
Local Advertisers
Sounds that are familiar
Negatively originated (informational) motives
7. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Contests
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
8. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Deals
Integrated Marketing Communications
Reference groups
cognitive dissonance
9. Gross rating points =
Ones with fewer words
Reachxfrequency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Negatively originated (informational) motives
10. Promotes a specific product or service and stimulates short term action while building awareness of the business
Deals
Cooperative Advertising
Product Advertising
Consumer-Oriented Sales Promotions (Consumer Promotions)
11. Ads that state the position of a company on an issue.
Purposes of Marketing research
Advocacy
Foreign Media
Rating
12. Three Common Discounts and Allowances
Opinion leaders
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
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
Cooperative
13. Advertising showing one brand's strengths relative to its competitors.
Comparative
Buyer Turnover
Foreign Media
Functions of Marketing research
14. Link key attributes to the brand name
Functional needs
Interpersonal influences on consumer behavior
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
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
15. Studies such as controlled experiments and consumer purchase tests.
Inquiry Tests
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
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
16. Respondents are asked questions to measure changes in their attitudes after an ad campaign - such as whether they have a more favorable attitude toward the product advertised.
Attitude Tests
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales 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
Full-Service Agency
17. Offering the product free or at a greatly reduced price.
Samples
Trade-Oriented Sales Promotions (Trade Promotions)
Electronic Media
Opinion leaders
18. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Frequency
Exchange
Full-Service Agency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
19. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
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
Attitude Tests
Publicity Tools
Sweepstakes
20. Advertising that promotes a specific brand's features and benefits.
Habits
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
CPM-TM
Competitive
21. Allow the audience to participate actively & immediately
bleed pages - inserts - covers - front - inside front - inside back - and outside back
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Digital Interactive Media
Direct Mail Advertising
22. The percentage of households in a market that are tuned to a particular TV/radio show.
Rating
Opinion leaders
Pioneering
Permission-Based Advertising
23. The speed which buyers forget the brand if advertising is not seen.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Forgetting Rate
Cooperative
Advocacy
24. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Merchandise Allowance
Gross Ratings Points (GRPs)
Ones with fewer words
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
25. People we try to emulate or whose approval concerns us
Transit Advertising (Bus - taxi - and subway advertising)
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Brand interest
Reference groups
26. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Horizontal cooperative advertising
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Jury Tests
Place-Based Media
27. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Place-Based Media
Recency planning
CPM
28. What are the types of subheads?
Contests
Cooperative Advertising
kickers - boldface and italics
CB - The Consumer Decision Process
29. Is an individual's openness or curiosity about a brand
bleed pages - inserts - covers - front - inside front - inside back - and outside back
cognitive dissonance
Brand interest
Competitive
30. Influencing the brand choice of consumers who are 'ready to buy'
Frequency
Recency planning
Reference groups
In-House Agencies
31. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Participants in the marketing process
the more audience attention
Portfolio Tests
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
32. What kinds of ads resonate more?
Competitive Institutional
Reference groups
Media vehicle
Ones with fewer words
33. Visualization/conceptualization
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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
creating a picture of the concept they want to convey
Foreign Media
34. 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
Coupons
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
Finance Allowance
Positively originated (transformational) motives
35. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Sounds that are familiar
Habits
Sales Advertising
Brand loyalty
36. 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
Reference groups
Horizontal cooperative advertising
Premiums
Continuous (Steady) Schedule
37. Family - society - reference groups - opinion leaders
Unaided Recall
Interpersonal influences on consumer behavior
Frequently use the word 'you'
Finance Allowance
38. 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
Jury Tests
Sounds that are familiar
Product Placement
Reach
39. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
creating a picture of the concept they want to convey
Outdoor Advertising (Billboard)
Foreign Media
Consumer-Oriented Sales Promotions (Consumer Promotions)
40. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Publicity Tools
Interpersonal influences on consumer behavior
Product Advertising
41. The average number of times a person in the target audience is exposed to an ad.
Electronic Media
Frequency
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Forgetting Rate
42. Tests used to test ad alternatives.
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Regular price-line advertising
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Portfolio Tests
43. Advertisements focused on selling a product or service
Product Advertisements
Rich Media
Pioneering
Frequency
44. Placing items on sale and offering two-for-one specials of other deals
Comparative
Sales Advertising
Jury Tests
Reachxfrequency
45. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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46. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Institutional Advertisements
1. Product Advertisements 2. Institutional Advertisements
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
Cost per Thousand (CPM)
47. What does the layout of an ad consist of?
Full-Service Agency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
kickers - boldface and italics
Point-of-Purchase Displays
48. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
STP Marketing (Segmenting - Targeting - Positioning)
Digital Interactive 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
Brand loyalty
49. Is the products ability to satisfy both functional needs & symbolic wants
Rating
Utility
Jury Tests
cognitive dissonance
50. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Full-Service Agency
Continuous (Steady) Schedule
Portfolio Tests