SUBJECTS
|
BROWSE
|
CAREER CENTER
|
POPULAR
|
JOIN
|
LOGIN
Business Skills
|
Soft Skills
|
Basic Literacy
|
Certifications
About
|
Help
|
Privacy
|
Terms
Search
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. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
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
Horizontal cooperative advertising
Brand loyalty
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
2. Consumer needs - product development - assess effectiveness - financial planning and quality control
the more audience attention
Functions of Marketing research
Consumer-Oriented Sales Promotions (Consumer Promotions)
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
3. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Print Media
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Finance Allowance
Message development - You must create a message that gets into the minds of the consumer and target audience
4. What are the types of subheads?
Portfolio Tests
Full-Service Agency
kickers - boldface and italics
Reachxfrequency
5. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Merchandise Allowance
Brand loyalty
Media vehicle
Point-of-Purchase Displays
6. 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
Horizontal cooperative advertising
Ad research
Message development - You must create a message that gets into the minds of the consumer and target audience
Inquiry Tests
7. Cost of media buy/targeted audienceX1 - 000
CPM-TM
Media vehicle
In-House Agencies
Comparative
8. Simply the percentage of homes exposed to an advertising media
Rating
CPM
Participants in the marketing process
Clearance advertising (a special form of sale advertising)
9. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Deals
Transit Advertising
Merchandise Allowance
Unaided Recall
10. The percentage of households in a market that are tuned to a particular TV/radio show.
Rating
BDI (Brand development index)
Place-Based Media
Continuous (Steady) Schedule
11. Situate the brand socially
Trade-Oriented Sales Promotions (Trade Promotions)
Continuous (Steady) Schedule
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
Gross Ratings Points (GRPs)
12. Is the products ability to satisfy both functional needs & symbolic wants
the more audience attention
Utility
Direct Mail Advertising
Rossiter & Percy's Fundamental Motives
13. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Finance Allowance
Full-Service Agency
Perception
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
14. Approaches to Post-Testing
Cost per Thousand (CPM)
Competitive Institutional
Cooperative Advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
15. Three Approaches to Setting Advertising Schedules
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
Reference groups
Deals
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
16. 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.
Print Media
Interpersonal influences on consumer behavior
Frequency
Sweepstakes
17. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Deals
Contests
Forgetting Rate
Recency planning
18. 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
Utility
Reach
Negatively originated (informational) motives
Classified Advertising
19. 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.
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Competitive Institutional
Finance Allowance
20. What are the standard subjects for ad visuals?
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
Market research
Theater Tests
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
21. Advertising used to reinforce previous knowledge of a product.
Reminder
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
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
audience - ad message itself - communications media - and the product concept
22. Stages of ad development
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Attitude Tests
Pioneering Institutional
Gross Ratings Points (GRPs)
23. What kinds of ads resonate more?
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
Pioneering Institutional
Brand loyalty
24. Affective Association
25. Advertising showing one brand's strengths relative to its competitors.
Merchandise Allowance
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Functional needs
Comparative
26. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
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
Exchange
Inquiry Tests
Institutional Advertising
27. Informs consumers about services or merchandise offered at regular prices
STP Marketing (Segmenting - Targeting - Positioning)
Attitudes
Regular price-line advertising
the more audience attention
28. Offering the product free or at a greatly reduced price.
Permission-Based Advertising
Gross Ratings Points (GRPs)
Attitude Tests
Samples
29. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Institutional Advertisements
BDI (Brand development index)
Recency planning
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
30. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Product Advertisements
Product Placement
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
31. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Publicity Tools
Positively originated (transformational) motives
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
Cooperative Advertising
32. People we try to emulate or whose approval concerns us
Frequency
Reminder Institutional
Reference groups
Case Allowance
33. 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
Place-Based Media
Positively originated (transformational) motives
Frequency
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
34. What are the function of headlines?
Market research
Point-of-Purchase Displays
Premiums
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
35. 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.
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1. Product Advertisements 2. Institutional Advertisements
Permission-Based Advertising
creating a picture of the concept they want to convey
36. Types of audience resonance
37. Information gathered about a particular market or market segment
CPM-TM
Market research
Reach
Finance Allowance
38. What do the most effective radio commercials use?
Reminder Institutional
Finance Allowance
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Sounds that are familiar
39. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
the more audience attention
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Opinion leaders
40. 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
Integrated Marketing Communications
Reach
Product Advertisements
Utility
41. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Exchange
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
Transit Advertising (Bus - taxi - and subway advertising)
Participants in the marketing process
42. Broad category of media - such as television - radio or newspaper
CPM
Loyalty Programs
Media class
International Media
43. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Habits
Classified Advertising
cognitive dissonance
44. The average number of times a person in the target audience is exposed to an ad.
Frequency
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Post-Tests
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)
45. Changing behavior by inducing anxiety
Exchange
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
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
46. The greater size of an ad illustration...
Product Advertising
Theater Tests
Continuous (Steady) Schedule
the more audience attention
47. Joining together in a consistent manner everything that communicates with customers
In-House Agencies
Comparative
Integrated Marketing Communications
the more audience attention
48. Elements of an advertising message
Place-Based Media
audience - ad message itself - communications media - and the product concept
Habits
Sales Tests
49. Types of Advertisements
1. Product Advertisements 2. Institutional Advertisements
Horizontal cooperative advertising
Reach
Attitudes
50. Is our acquired mental position regarding some idea or object
Integrated Marketing Communications
Market research
Attitudes
Finance Allowance