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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. What do the most effective radio commercials use?
Portfolio Tests
Sounds that are familiar
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Sweepstakes
2. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
CPM
Continuous (Steady) Schedule
Deals
3. Tests used to test ad alternatives.
Portfolio Tests
Attitude Tests
Maslow's hierarchy of needs theory of motivation based on unmet human needs
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
4. How often new buyers enter the market to buy the product.
Buyer Turnover
Competitive
Attitude Tests
Digital Interactive Media
5. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Contests
Publicity Tools
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
bleed pages - inserts - covers - front - inside front - inside back - and outside back
6. The speed which buyers forget the brand if advertising is not seen.
Forgetting Rate
Case Allowance
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
Buyer Turnover
7. Measures the intensity of a media schedule - based on repeated exposures to the medium (important for memory) - effective frequency is considered somewhere between 'awareness' and 'overexposure'
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Recency planning
Frequency
STP Marketing (Segmenting - Targeting - Positioning)
8. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Deals
Ad research
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
Frequency
9. Offers the return of money based on proof of purchase.
Electronic Media
Rebates
Sales Tests
Transit Advertising
10. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Clearance advertising (a special form of sale advertising)
Habits
Brand interest
11. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
funny ads - but not always for the right reasons
In-House Agencies
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Institutional Advertisements
12. Time - place of sale - environment
Nonpersonal influences on consumer behavior
Reminder Institutional
funny ads - but not always for the right reasons
Brand interest
13. Affective Association
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14. 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.
Sweepstakes
Brand loyalty
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
creating a picture of the concept they want to convey
15. Addition product information - product samples - or premiums are offered to an ad's readers or viewers. Ads generating the most inquiries are presumed to be the most effective.
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
Market research
Inquiry Tests
Rating
16. 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
Lead in paragraphs - interior paragraphs - trial close - and close
cognitive dissonance
Opinion leaders
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
17. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Foreign Media
Electronic Media
funny ads - but not always for the right reasons
Pulse (Burst) Schedule
18. 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.
Direct Mail Advertising
Vertical cooperative advertising
Reminder Institutional
Perception
19. Factors of Scheduling Advertising
Message development - You must create a message that gets into the minds of the consumer and target audience
Pioneering Institutional
Sweepstakes
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
20. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
Outdoor Advertising (Billboard)
Product Placement
kickers - boldface and italics
21. Studies such as controlled experiments and consumer purchase tests.
Reminder
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Positively originated (transformational) motives
Sales Tests
22. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Point-of-Purchase Displays
Negatively originated (informational) motives
Nonpersonal influences on consumer behavior
Case Allowance
23. What are the principles of design?
Unaided Recall
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
Foreign Media
Message development - You must create a message that gets into the minds of the consumer and target audience
24. Informs consumers about services or merchandise offered at regular prices
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Sweepstakes
Regular price-line advertising
creating a picture of the concept they want to convey
25. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Allowances and Discounts
Exchange
Pioneering
Cooperative
26. What are the function of headlines?
Attitude Tests
Trade-Oriented Sales Promotions (Trade 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
Coupons
27. Advertising showing one brand's strengths relative to its competitors.
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
Transit Advertising
Interpersonal influences on consumer behavior
Comparative
28. Gross rating points =
Buyer Turnover
Media class
Reachxfrequency
Media vehicle
29. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Point-of-Purchase Displays
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
STP Marketing (Segmenting - Targeting - Positioning)
Post-Tests
30. What kind of ads are most often remembered?
funny ads - but not always for the right reasons
Sales Advertising
Reference groups
Classified Advertising
31. What are the standard subjects for ad visuals?
Segmenting
Portfolio Tests
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
Product Advertisements
32. Cost of media buy/targeted audienceX1 - 000
Permission-Based Advertising
CPM-TM
Rossiter & Percy's Fundamental Motives
Brand interest
33. Promote brand recall
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Product Advertising
Merchandise Allowance
Frequency
34. What does the layout of an ad consist of?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Nonpersonal influences on consumer behavior
Jury Tests
Pioneering
35. Visualization/conceptualization
Nonpersonal influences on consumer behavior
creating a picture of the concept they want to convey
Merchandise Allowance
Allowances and Discounts
36. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Cooperative
Print Media
Cost per Thousand (CPM)
Loyalty Programs
37. What are the types of headlines?
Classified Advertising
Horizontal cooperative advertising
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Rebates
38. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Continuity
Competitive Institutional
Direct Mail Advertising
Continuous (Steady) Schedule
39. 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.
Permission-Based Advertising
Ones with fewer words
Publicity Tools
Limited-Service Agency
40. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
International Media
Post-Tests
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Competitive Institutional
41. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Trade-Oriented Sales Promotions (Trade Promotions)
Vertical cooperative advertising
Product Placement
Cooperative Advertising
42. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Perception
Foreign Media
43. Advertisements that tell people what a product is - what it can do - and where it can be found.
Product Advertising
Pioneering
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Limited-Service Agency
44. Common Advertising Appeals
Print Media
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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. News Release 2. News Conference 3. Public Service Announcements (PSAs)
45. Simply the percentage of homes exposed to an advertising media
Theater Tests
CB - The Consumer Decision Process
Rating
Allowances and Discounts
46. Recruit new customers - retain current customers - and regain lost customers
Frequently use the word 'you'
Functional needs
creating a picture of the concept they want to convey
Purposes of Marketing research
47. Scare the consumer into action
Media vehicle
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)
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Product Advertisements
48. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Ad research
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
CPM-TM
49. Reach (% of total market) x Frequency
Nonpersonal influences on consumer behavior
CB - The Consumer Decision Process
Gross Ratings Points (GRPs)
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
50. Merchandise offered free or at a significant discount.
Institutional Advertising
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
Ones with fewer words
Premiums