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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 theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Exchange
Functions of Marketing research
Forgetting Rate
thumbnails - roughs - dummies - comprehensives (elaborate draft)
2. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Print Media
Cost per Thousand (CPM)
Flighting (Intermittent) Schedule
Product Advertising
3. Changing behavior by inducing anxiety
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
Perception
Recency planning
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
4. Advertising that promotes a specific brand's features and benefits.
Merchandise Allowance
Competitive
STP Marketing (Segmenting - Targeting - Positioning)
Interpersonal influences on consumer behavior
5. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Rebates
Habits
Reference groups
Continuity
6. 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
Electronic Media
Positively originated (transformational) motives
Sweepstakes
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
7. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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8. Party Responsible for Carrying Out Advertising Program
Sales Advertising
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Utility
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
9. Is our acquired mental position regarding some idea or object
Product Advertising
Attitudes
Jury Tests
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
10. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Regular price-line advertising
cognitive dissonance
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Point-of-Purchase Displays
11. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
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
Merchandise Allowance
Trade-Oriented Sales Promotions (Trade Promotions)
12. 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.
Participants in the marketing process
Permission-Based Advertising
Place-Based Media
Limited-Service Agency
13. What does the layout of an ad consist of?
creating a picture of the concept they want to convey
Direct Mail Advertising
Publicity Tools
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
14. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
Functional needs
Consumer-Oriented Sales Promotions (Consumer Promotions)
Frequently use the word 'you'
15. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Attitude Tests
In-House Agencies
Product Placement
16. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Samples
Portfolio Tests
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
CPM
17. Broad category of media - such as television - radio or newspaper
Media class
kickers - boldface and italics
Frequently use the word 'you'
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
18. Offering the product free or at a greatly reduced price.
Samples
Competitive
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
1. Product Advertisements 2. Institutional Advertisements
19. Tests used to test ad alternatives.
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Sales Advertising
Portfolio 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
20. What are the types of Formatting the Body Copy?
Flighting (Intermittent) Schedule
Publicity Tools
Lead in paragraphs - interior paragraphs - trial close - and close
Unaided Recall
21. Family - society - reference groups - opinion leaders
Sales Advertising
Reach
Interpersonal influences on consumer behavior
Clearance advertising (a special form of sale advertising)
22. How often new buyers enter the market to buy the product.
Buyer Turnover
Negatively originated (informational) motives
Participants in the marketing process
Attitudes
23. What are the types of subheads?
Publicity Tools
kickers - boldface and italics
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
24. The percentage of households in a market that are tuned to a particular TV/radio show.
Deals
Integrated Marketing Communications
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Rating
25. Joining together in a consistent manner everything that communicates with customers
Participants in the marketing process
BDI (Brand development index)
Integrated Marketing Communications
Frequency
26. Merchandise offered free or at a significant discount.
Recency planning
Sounds that are familiar
Premiums
Marketing research
27. A discount on each case ordered during a specific time period.
Integrated Marketing Communications
Case Allowance
Loyalty Programs
Unaided Recall
28. 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.
Functions of Marketing research
Reach
Pioneering
Competitive Institutional
29. Situate the brand socially
creating a picture of the concept they want to convey
Message development - You must create a message that gets into the minds of the consumer and target audience
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
Premiums
30. Define the brand image
Functions of Marketing research
Rating
kickers - boldface and italics
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
31. Advertisements focused on selling a product or service
Product Advertisements
Portfolio Tests
Comparative
Media class
32. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Participants in the marketing process
Positively originated (transformational) motives
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Continuous (Steady) Schedule
33. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Marketing research
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Media vehicle
Negatively originated (informational) motives
34. 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. Product Advertisements 2. Institutional Advertisements
Segmenting
CB - The Consumer Decision Process
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
35. Advertising showing one brand's strengths relative to its competitors.
Post-Tests
Comparative
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
CPM-TM
36. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Local Advertisers
Consumer-Oriented Sales Promotions (Consumer Promotions)
37. Advertisements that tell people what a product is - what it can do - and where it can be found.
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Pioneering
Sales Advertising
Case Allowance
38. The more frequently a product is purchased - the less repetition is required.
Positively originated (transformational) motives
Full-Service Agency
Purchase Frequency
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
39. The cost of reaching 1 - 000 individuals or households with the advertising message.
Competitive Institutional
STP Marketing (Segmenting - Targeting - Positioning)
Habits
Cost per Thousand (CPM)
40. 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.
Message development - You must create a message that gets into the minds of the consumer and target audience
Reminder
Sweepstakes
Attitudes
41. 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.
funny ads - but not always for the right reasons
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Attitude Tests
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
42. Gross rating points =
Foreign Media
STP Marketing (Segmenting - Targeting - Positioning)
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Reachxfrequency
43. Allow the audience to participate actively & immediately
Digital Interactive Media
Point-of-Purchase Displays
Regular price-line advertising
Full-Service Agency
44. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Coupons
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
45. Evaluation process conducted before the ads are in place to determine whether the ad communicates the intended message or to select among alternative versions of the ad.
Local Advertisers
Pretests
1. Product Advertisements 2. Institutional Advertisements
Horizontal cooperative advertising
46. 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
Unaided Recall
Pioneering Institutional
Attitude Tests
47. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
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)
Contests
CPM
Foreign Media
48. Questions such as "What ads do you remember watching yesterday?" is asked of respondents without any prompting to determine whether they saw or heard advertising messages.
Unaided Recall
Purposes of Marketing research
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Integrated Marketing Communications
49. Persuade the customer
Product Advertising
Outdoor Advertising (Billboard)
Reach
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
50. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
Premiums
Interpersonal influences on consumer behavior
Merchandise Allowance