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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. The cost of reaching 1 - 000 individuals or households with the advertising message.
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
Rating
Cost per Thousand (CPM)
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
2. Three Approaches to Setting Advertising Schedules
Brand loyalty
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Frequency
Publicity Tools
3. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Message development - You must create a message that gets into the minds of the consumer and target audience
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Aided Recall
Reminder Institutional
4. Ads used for announcements about what a company is - what it can do - and where it is located.
Pioneering Institutional
Gross Ratings Points (GRPs)
Frequency
Permission-Based Advertising
5. The percentage of households in a market that are tuned to a particular TV/radio show.
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Rating
Sweepstakes
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
6. Advertisements focused on selling a product or service
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Digital Interactive Media
Product Advertisements
Segmenting
7. A discount on each case ordered during a specific time period.
Case Allowance
1. Product Advertisements 2. Institutional Advertisements
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
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
8. Is our acquired mental position regarding some idea or object
Place-Based Media
Attitudes
Frequently use the word 'you'
kickers - boldface and italics
9. Transform consumption experience
Direct Mail Advertising
Brand interest
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
Transit Advertising
10. Time - place of sale - environment
Publicity Tools
Permission-Based Advertising
Classified Advertising
Nonpersonal influences on consumer behavior
11. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
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
Continuous (Steady) Schedule
Post-Tests
Pioneering Institutional
12. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Transit Advertising (Bus - taxi - and subway advertising)
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Comparative
Participants in the marketing process
13. Value of Promotion
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Recency planning
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Sales Advertising
14. Approaches to Post-Testing
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
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Samples
Consumer-Oriented Sales Promotions (Consumer Promotions)
15. Interactive online advertising.
Rich Media
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Ad research
Horizontal cooperative advertising
16. Broad category of media - such as television - radio or newspaper
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Media class
Samples
Horizontal cooperative advertising
17. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Cooperative
International Media
Loyalty Programs
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
18. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Direct Mail Advertising
Samples
Loyalty Programs
Sweepstakes
19. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Print Media
Exchange
Marketing research
20. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Allowances and Discounts
Rich Media
Institutional Advertising
Frequency
21. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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22. Three Common Discounts and Allowances
Full-Service Agency
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Loyalty Programs
23. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
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. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Outdoor Advertising (Billboard)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
24. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Cost per Thousand (CPM)
Sweepstakes
Regular price-line advertising
Product Placement
25. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
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
Attitudes
Pretests
Publicity Tools
26. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
CB - The Consumer Decision Process
Integrated Marketing Communications
Reachxfrequency
STP Marketing (Segmenting - Targeting - Positioning)
27. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
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
Product Advertising
Media vehicle
Positively originated (transformational) motives
28. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Point-of-Purchase Displays
Cooperative
Rebates
29. Gross rating points =
Exchange
Reachxfrequency
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Local Advertisers
30. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Rich Media
Cooperative Advertising
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Local Advertisers
31. Markets are segmented - products are positioned
Ones with fewer words
Institutional Advertisements
Segmenting
1. Product Advertisements 2. Institutional Advertisements
32. 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
Reminder
Reach
audience - ad message itself - communications media - and the product concept
Ones with fewer words
33. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
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
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Institutional Advertisements
Message development - You must create a message that gets into the minds of the consumer and target audience
34. 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
Cost per Thousand (CPM)
Clearance advertising (a special form of sale advertising)
funny ads - but not always for the right reasons
Reach
35. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Cooperative
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Trade-Oriented Sales Promotions (Trade Promotions)
36. Promotes a specific product or service and stimulates short term action while building awareness of the business
Reminder Institutional
Product Advertising
Deals
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
37. 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.
Transit Advertising (Bus - taxi - and subway advertising)
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Competitive Institutional
Frequency
38. Gathering - recording - and analyzing new information to help managers make marketing decisions
Negatively originated (informational) motives
Gross Ratings Points (GRPs)
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Marketing research
39. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Rossiter & Percy's Fundamental Motives
Habits
1. Product Advertisements 2. Institutional Advertisements
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
40. Studies such as controlled experiments and consumer purchase tests.
Regular price-line advertising
Cooperative
In-House Agencies
Sales Tests
41. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Pioneering Institutional
Participants in the marketing process
Brand loyalty
cognitive dissonance
42. Ads that state the position of a company on an issue.
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
Reminder
Advocacy
Transit Advertising
43. What are the types of headlines?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Institutional Advertisements
Rating
44. 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.
International Media
Sweepstakes
Continuous (Steady) Schedule
Lead in paragraphs - interior paragraphs - trial close - and close
45. Information gathered about a particular market or market segment
Lead in paragraphs - interior paragraphs - trial close - and close
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
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
46. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
Habits
Cost per Thousand (CPM)
Purchase Frequency
47. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Vertical cooperative advertising
Place-Based Media
Reach
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
48. What kind of ads are most often remembered?
Permission-Based Advertising
Functions of Marketing research
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
funny ads - but not always for the right reasons
49. What is the best way to grab attention in an ad?
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50. What do the most effective radio commercials use?
Sounds that are familiar
Limited-Service Agency
Pioneering Institutional
Transit Advertising (Bus - taxi - and subway advertising)