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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 companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
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
Direct Mail Advertising
Rossiter & Percy's Fundamental Motives
Exchange
2. Studies such as controlled experiments and consumer purchase tests.
Sales Tests
Media vehicle
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Trade-Oriented Sales Promotions (Trade Promotions)
3. Tests used to test ad alternatives.
Functional needs
Portfolio Tests
Institutional Advertisements
Clearance advertising (a special form of sale advertising)
4. Consumer needs - product development - assess effectiveness - financial planning and quality control
Utility
Jury Tests
Frequently use the word 'you'
Functions of Marketing research
5. Information gathered about a particular market or market segment
Functional needs
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Rich Media
Market research
6. Recruit new customers - retain current customers - and regain lost customers
Interpersonal influences on consumer behavior
Purposes of Marketing research
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Product Placement
7. Allow the audience to participate actively & immediately
Positively originated (transformational) motives
Digital Interactive Media
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
audience - ad message itself - communications media - and the product concept
8. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Pulse (Burst) Schedule
Pretests
Perception
Institutional Advertising
9. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Trade-Oriented Sales Promotions (Trade Promotions)
Integrated Marketing Communications
Reminder
Rating
10. Types of audience resonance
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11. Stages of ad development
Unaided Recall
Frequency
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Rating
12. Is an individual's openness or curiosity about a brand
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)
Brand interest
Jury Tests
Limited-Service Agency
13. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Interpersonal influences on consumer behavior
Publicity Tools
Transit Advertising (Bus - taxi - and subway 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
14. Specializes in one aspect of the advertising process such as creative services to develop the advertising copy - buying previously un-purchased media - or providing internet services.
Samples
Buyer Turnover
Portfolio Tests
Limited-Service Agency
15. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Integrated Marketing Communications
Consumer-Oriented Sales Promotions (Consumer Promotions)
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
Perception
16. 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
Participants in the marketing process
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
Buyer Turnover
CB - The Consumer Decision Process
17. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
STP Marketing (Segmenting - Targeting - Positioning)
Finance Allowance
CPM
Samples
18. 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
Samples
Buyer Turnover
Clearance advertising (a special form of sale advertising)
Post-Tests
19. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Rich Media
funny ads - but not always for the right reasons
Ad research
In-House Agencies
20. Joining together in a consistent manner everything that communicates with customers
Cost per Thousand (CPM)
Integrated Marketing Communications
Recency planning
Pulse (Burst) Schedule
21. Affective Association
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22. Offering the product free or at a greatly reduced price.
Case Allowance
Purchase Frequency
kickers - boldface and italics
Samples
23. Visualization/conceptualization
Reach
Exchange
Message development - You must create a message that gets into the minds of the consumer and target audience
creating a picture of the concept they want to convey
24. 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.
cognitive dissonance
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Purchase Frequency
Competitive Institutional
25. 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
Attitudes
Allowances and Discounts
Loyalty Programs
26. The manufacturer provides the complete ads & shares the cost of the advertising time or space
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Product Placement
Vertical cooperative advertising
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
27. Informs consumers about services or merchandise offered at regular prices
Regular price-line advertising
Theater Tests
CB - The Consumer Decision Process
Message development - You must create a message that gets into the minds of the consumer and target audience
28. Types of Publicity Tools
Purposes of Marketing research
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Sounds that are familiar
Case Allowance
29. Common Advertising Appeals
Product Advertisements
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Comparative
30. The number of different people or households exposed to an ad.
Comparative
Exchange
Reach
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
31. Placing items on sale and offering two-for-one specials of other deals
Permission-Based Advertising
Electronic Media
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Sales Advertising
32. Gross rating points =
Pretests
Reachxfrequency
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
cognitive dissonance
33. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Product Advertisements
the more audience attention
Post-Tests
Merchandise Allowance
34. People we try to emulate or whose approval concerns us
Ones with fewer words
Rating
cognitive dissonance
Reference groups
35. Value of Promotion
Vertical cooperative advertising
Point-of-Purchase Displays
Rebates
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
36. Advertisements focused on selling a product or service
Place-Based Media
Product Advertisements
Habits
Ad research
37. 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
Purchase Frequency
Continuity
Negatively originated (informational) motives
Participants in the marketing process
38. Duration of an advertising message or campaign over a given period of time - sustains memory
Reference groups
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Continuity
kickers - boldface and italics
39. Approaches to Post-Testing
Sales Tests
Trade-Oriented Sales Promotions (Trade Promotions)
Outdoor Advertising (Billboard)
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
40. Form - task - possession - time - place utility
Post-Tests
Pioneering
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Functional needs
41. Transform consumption experience
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Permission-Based Advertising
kickers - boldface and italics
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
42. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Full-Service Agency
Negatively originated (informational) motives
STP Marketing (Segmenting - Targeting - Positioning)
Clearance advertising (a special form of sale advertising)
43. Customer's perception of product/service; sometimes advertisers need to change those perceptions. As well as seller's perception of customer's needs - wants - objectives.
Permission-Based Advertising
Post-Tests
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Perception
44. Ads on the interior and exterior of busses - subways - and taxis.
Brand loyalty
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Attitude Tests
Transit Advertising
45. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Foreign Media
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Reach
46. Changing behavior by inducing anxiety
Aided Recall
Consumer-Oriented Sales Promotions (Consumer Promotions)
Pulse (Burst) Schedule
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
47. Factors of Scheduling Advertising
Rich Media
Clearance advertising (a special form of sale advertising)
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Rating
48. 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
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Inquiry Tests
Forgetting Rate
49. A discount on each case ordered during a specific time period.
Case Allowance
Pulse (Burst) Schedule
Digital Interactive Media
Clearance advertising (a special form of sale advertising)
50. 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
Perception
Nonpersonal influences on consumer behavior
Theater Tests