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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. Stages of ad development
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
Message development - You must create a message that gets into the minds of the consumer and target audience
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Product Advertising
2. 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
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
Integrated Marketing Communications
Reach
Participants in the marketing process
3. Where is the advertising and brand battle won or lost?
Positively originated (transformational) motives
Message development - You must create a message that gets into the minds of the consumer and target audience
Cooperative
Coupons
4. Interactive online advertising.
Point-of-Purchase Displays
Rich Media
Coupons
Rossiter & Percy's Fundamental Motives
5. Link key attributes to the brand name
Negatively originated (informational) motives
Functional needs
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
Finance Allowance
6. 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
Advocacy
Participants in the marketing process
Exchange
7. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Sweepstakes
Advocacy
Gross Ratings Points (GRPs)
Publicity Tools
8. Informs consumers about services or merchandise offered at regular prices
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
CPM-TM
Regular price-line advertising
Sales Tests
9. Offering the product free or at a greatly reduced price.
Competitive Institutional
Pioneering Institutional
Advocacy
Samples
10. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
STP Marketing (Segmenting - Targeting - Positioning)
Jury Tests
BDI (Brand development index)
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
11. Indicates the sales potential of a particular brand in a specific market area = percent of the brand's total U.S sales in the area/Percent of total U.S population in the areaX100
Limited-Service Agency
BDI (Brand development index)
International Media
Reminder Institutional
12. Forms of Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Horizontal cooperative advertising
Product Advertising
Opinion leaders
13. Tests used to test ad alternatives.
Portfolio Tests
Contests
Print Media
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
14. 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.
International Media
Permission-Based Advertising
Point-of-Purchase Displays
Foreign Media
15. Studies such as controlled experiments and consumer purchase tests.
Print Media
Lead in paragraphs - interior paragraphs - trial close - and close
Sounds that are familiar
Sales Tests
16. Advertising used to reinforce previous knowledge of a product.
Brand loyalty
Pioneering
Interpersonal influences on consumer behavior
Reminder
17. The speed which buyers forget the brand if advertising is not seen.
Forgetting Rate
Institutional Advertising
STP Marketing (Segmenting - Targeting - Positioning)
Premiums
18. Reach (% of total market) x Frequency
Aided Recall
Frequently use the word 'you'
Gross Ratings Points (GRPs)
Cost per Thousand (CPM)
19. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Opinion leaders
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
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
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
20. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Reference groups
Reachxfrequency
Pioneering
International Media
21. 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.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Horizontal cooperative advertising
Perception
Transit Advertising (Bus - taxi - and subway advertising)
22. Advertising showing one brand's strengths relative to its competitors.
Comparative
Local Advertisers
Institutional Advertising
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
23. Ads used for announcements about what a company is - what it can do - and where it is located.
Pioneering Institutional
Sweepstakes
Purposes of Marketing research
Ad research
24. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
cognitive dissonance
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Direct Mail Advertising
Limited-Service Agency
25. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Foreign Media
Functional needs
Recency planning
26. Changing behavior by inducing anxiety
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Direct Mail Advertising
Sounds that are familiar
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
27. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Contests
Media vehicle
Electronic Media
kickers - boldface and italics
28. What is the best way to grab attention in an ad?
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29. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Transit Advertising (Bus - taxi - and subway advertising)
Attitudes
Cooperative Advertising
Frequently use the word 'you'
30. What are the principles of design?
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
Post-Tests
Portfolio Tests
Reach
31. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Sales 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
Flighting (Intermittent) Schedule
Continuous (Steady) Schedule
32. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
funny ads - but not always for the right reasons
CPM-TM
Unaided Recall
Post-Tests
33. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Rebates
Reference groups
Sounds that are familiar
Full-Service Agency
34. How often new buyers enter the market to buy the product.
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Buyer Turnover
Cost per Thousand (CPM)
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
35. Gross rating points =
Institutional Advertising
Reachxfrequency
Market 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
36. 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
Reach
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Brand loyalty
Negatively originated (informational) motives
37. Some methods for scheduling media
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Negatively originated (informational) motives
Lead in paragraphs - interior paragraphs - trial close - and close
38. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Institutional Advertising
Samples
Place-Based Media
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
39. Advertisements focused on selling a product or service
Product 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
Sounds that are familiar
Rating
40. Ads that simply bring the company's name to the attention of its target market again.
International Media
Reminder Institutional
Reach
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
41. Merchandise offered free or at a significant discount.
Print Media
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Direct Mail Advertising
Premiums
42. The number of different people or households exposed to an ad.
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Reach
Print Media
43. Party Responsible for Carrying Out Advertising Program
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Cooperative
Limited-Service Agency
Interpersonal influences on consumer behavior
44. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Participants in the marketing process
Post-Tests
Reminder Institutional
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
45. 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.
creating a picture of the concept they want to convey
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
Limited-Service Agency
Rating
46. Reimbursing a retailer for extra in-store support or special featuring of the brand.
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
Pioneering Institutional
Message development - You must create a message that gets into the minds of the consumer and target audience
Merchandise Allowance
47. A discount on each case ordered during a specific time period.
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Case Allowance
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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
48. Ads on the interior and exterior of busses - subways - and taxis.
Cooperative Advertising
Competitive
Sweepstakes
Transit Advertising
49. 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
Samples
Classified Advertising
Negatively originated (informational) motives
50. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Ad research
Sales Tests
Loyalty Programs
BDI (Brand development index)