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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. Content advertising
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
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Recency planning
Limited-Service Agency
2. What are the principles of design?
cognitive dissonance
Advocacy
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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
3. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Comparative
Outdoor Advertising (Billboard)
Full-Service Agency
Pretests
4. They use Retail Advertising because retail stores account for so much of the market
Rating
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Local Advertisers
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
5. Approaches to Post-Testing
Pioneering
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Lead in paragraphs - interior paragraphs - trial close - and close
Jury Tests
6. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Loyalty Programs
Brand interest
Opinion leaders
Print Media
7. Form - task - possession - time - place utility
Purchase Frequency
Post-Tests
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Functional needs
8. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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9. 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
Place-Based Media
kickers - boldface and italics
Consumer-Oriented Sales Promotions (Consumer Promotions)
Clearance advertising (a special form of sale advertising)
10. The number of different people or households exposed to an ad.
Case Allowance
Pretests
Reach
Media vehicle
11. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Institutional Advertising
Sweepstakes
Ad research
Regular price-line advertising
12. Family - society - reference groups - opinion leaders
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Interpersonal influences on consumer behavior
International Media
Continuous (Steady) Schedule
13. Types of Publicity Tools
Reference groups
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
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
audience - ad message itself - communications media - and the product concept
14. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Full-Service Agency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Direct Mail Advertising
Integrated Marketing Communications
15. Factors of Scheduling Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Rating
Foreign Media
Transit Advertising (Bus - taxi - and subway advertising)
16. Merchandise offered free or at a significant discount.
Coupons
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Lead in paragraphs - interior paragraphs - trial close - and close
Premiums
17. Advertisements that tell people what a product is - what it can do - and where it can be found.
Point-of-Purchase Displays
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Continuous (Steady) Schedule
Pioneering
18. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Exchange
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
CPM
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
19. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Point-of-Purchase Displays
CB - The Consumer Decision Process
Limited-Service Agency
20. Party Responsible for Carrying Out Advertising Program
Flighting (Intermittent) Schedule
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
STP Marketing (Segmenting - Targeting - Positioning)
21. Changing behavior by inducing anxiety
Aided Recall
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
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
the more audience attention
22. Allow the audience to participate actively & immediately
Digital Interactive Media
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
Cost per Thousand (CPM)
Point-of-Purchase Displays
23. Time - place of sale - environment
Inquiry Tests
Sales Advertising
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
Nonpersonal influences on consumer behavior
24. What are the kinds of copy you can have in an ad?
Brand interest
Buyer Turnover
Transit Advertising
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
25. What are the function of headlines?
Flighting (Intermittent) Schedule
CPM
Jury Tests
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
26. Advertisements focused on selling a product or service
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
Foreign Media
Product Advertisements
Rating
27. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Direct Mail Advertising
Rebates
Place-Based Media
Trade-Oriented Sales Promotions (Trade Promotions)
28. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
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
Full-Service Agency
CPM-TM
Purposes of Marketing research
29. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
Loyalty Programs
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
30. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Merchandise Allowance
Cooperative
Trade-Oriented Sales Promotions (Trade Promotions)
Lead in paragraphs - interior paragraphs - trial close - and close
31. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Continuous (Steady) Schedule
Merchandise Allowance
Institutional Advertising
BDI (Brand development index)
32. A discount on each case ordered during a specific time period.
Attitude Tests
Interpersonal influences on consumer behavior
Outdoor Advertising (Billboard)
Case Allowance
33. 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.
Competitive Institutional
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Case Allowance
Rich Media
34. Offers the return of money based on proof of purchase.
Unaided Recall
Comparative
Rebates
Frequently use the word 'you'
35. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Reminder Institutional
Samples
Media vehicle
CPM
36. How often new buyers enter the market to buy the product.
Allowances and Discounts
Rating
Buyer Turnover
Rich Media
37. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
Product Placement
Case Allowance
Horizontal cooperative advertising
38. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Product Placement
Negatively originated (informational) motives
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
Participants in the marketing process
39. Made up of the company's own advertising staff. They may provide full services or limited services.
CPM
Ones with fewer words
Permission-Based Advertising
In-House Agencies
40. Information gathered about a particular market or market segment
Loyalty Programs
Market research
kickers - boldface and italics
Horizontal cooperative advertising
41. Markets are segmented - products are positioned
Segmenting
Reach
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
Merchandise Allowance
42. What are the types of headlines?
Cost per Thousand (CPM)
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Allowances and Discounts
43. 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
Brand interest
Place-Based Media
Electronic Media
Rich Media
44. 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
Pretests
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
Vertical cooperative advertising
45. Offering the product free or at a greatly reduced price.
Samples
Frequency
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
Theater Tests
46. Promotes a specific product or service and stimulates short term action while building awareness of the business
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Rich Media
Reminder Institutional
Product Advertising
47. Is the products ability to satisfy both functional needs & symbolic wants
Forgetting Rate
Utility
Product Placement
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
48. The feelings of doubt and concern after a purchase is made. dissonance increases when: (1) the purchase price is high (2) there are many close alternatives (3) the item is intangible (4) the purchase is important (5) the item purchased lasts a long
cognitive dissonance
Reachxfrequency
Product Advertising
Competitive
49. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Reminder Institutional
Brand loyalty
Message development - You must create a message that gets into the minds of the consumer and target audience
50. 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
Finance Allowance
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Exchange
Horizontal cooperative advertising