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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 most common energizers of consumer behavior - such as a problem removal or problem avoidance. The consumer actively seeks information to reduce the mental state
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. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Competitive Institutional
Negatively originated (informational) motives
2. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Negatively originated (informational) motives
Segmenting
Opinion leaders
Media vehicle
3. 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.
Product Advertising
Perception
Participants in the marketing process
Inquiry Tests
4. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Finance Allowance
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
Attitudes
5. 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
Rating
cognitive dissonance
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Outdoor Advertising (Billboard)
6. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
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
Negatively originated (informational) motives
Transit Advertising
Pulse (Burst) Schedule
7. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Publicity Tools
Interpersonal influences on consumer behavior
Frequency
Loyalty Programs
8. Placing items on sale and offering two-for-one specials of other deals
Sales Advertising
Rich Media
Forgetting Rate
kickers - boldface and italics
9. Three Approaches to Setting Advertising Schedules
STP Marketing (Segmenting - Targeting - Positioning)
Direct Mail Advertising
Unaided Recall
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
10. What do the most effective radio commercials use?
BDI (Brand development index)
Consumer-Oriented Sales Promotions (Consumer Promotions)
Unaided Recall
Sounds that are familiar
11. Interactive online advertising.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Rich Media
Coupons
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
12. How often new buyers enter the market to buy the product.
Opinion leaders
Buyer Turnover
Trade-Oriented Sales Promotions (Trade Promotions)
Point-of-Purchase Displays
13. Advertising that promotes a specific brand's features and benefits.
Competitive
Point-of-Purchase Displays
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Competitive Institutional
14. The speed which buyers forget the brand if advertising is not seen.
Reference groups
Coupons
Forgetting Rate
Segmenting
15. 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
Media vehicle
Frequently use the word 'you'
Reach
Flighting (Intermittent) Schedule
16. They use Retail Advertising because retail stores account for so much of the market
Place-Based Media
Local Advertisers
Coupons
In-House Agencies
17. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Full-Service Agency
Rating
Pulse (Burst) Schedule
Exchange
18. Is our acquired mental position regarding some idea or object
Print Media
Trade-Oriented Sales Promotions (Trade Promotions)
Participants in the marketing process
Attitudes
19. Markets are segmented - products are positioned
Permission-Based Advertising
Regular price-line advertising
Segmenting
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
20. Gross rating points =
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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)
Reachxfrequency
Rossiter & Percy's Fundamental Motives
21. A discount on each case ordered during a specific time period.
Permission-Based Advertising
Case Allowance
funny ads - but not always for the right reasons
Point-of-Purchase Displays
22. Informs consumers about services or merchandise offered at regular prices
Sales Tests
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Regular price-line advertising
Merchandise Allowance
23. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Finance Allowance
Perception
Transit Advertising (Bus - taxi - and subway advertising)
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
24. The greater size of an ad illustration...
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Lead in paragraphs - interior paragraphs - trial close - and close
Contests
the more audience attention
25. Types of audience resonance
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26. Define the brand image
Buyer Turnover
Message development - You must create a message that gets into the minds of the consumer and target audience
Frequently use the word 'you'
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
27. People we try to emulate or whose approval concerns us
Limited-Service Agency
Reference groups
Sweepstakes
Perception
28. Visualization/conceptualization
Functional needs
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
creating a picture of the concept they want to convey
funny ads - but not always for the right reasons
29. Information gathered about a particular market or market segment
Market research
Purposes of Marketing research
audience - ad message itself - communications media - and the product concept
Horizontal cooperative advertising
30. 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.
Cost per Thousand (CPM)
Frequently use the word 'you'
Competitive Institutional
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
31. Elements of an advertising message
Electronic Media
Negatively originated (informational) motives
audience - ad message itself - communications media - and the product concept
International Media
32. Form - task - possession - time - place utility
Ones with fewer words
Transit Advertising (Bus - taxi - and subway advertising)
Media class
Functional needs
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
Positively originated (transformational) motives
Segmenting
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Functions of Marketing research
34. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
Brand loyalty
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Inquiry Tests
35. The average number of times a person in the target audience is exposed to an ad.
Frequency
Functional needs
Gross Ratings Points (GRPs)
Reminder
36. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
creating a picture of the concept they want to convey
Place-Based Media
Permission-Based Advertising
37. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Frequency
Cost per Thousand (CPM)
Foreign Media
CPM
38. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Jury Tests
Product Placement
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Post-Tests
39. 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.
Cooperative Advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Interpersonal influences on consumer behavior
Inquiry Tests
40. Ads that state the position of a company on an issue.
Advocacy
Lead in paragraphs - interior paragraphs - trial close - and close
Full-Service Agency
Publicity Tools
41. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Reminder
Cooperative
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
Aided Recall
42. Displays that take the form of an advertising sign in high traffic areas of store aisles.
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
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
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Point-of-Purchase Displays
43. 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'
Frequency
Pioneering
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
44. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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45. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Cooperative
Pioneering Institutional
Coupons
Institutional Advertising
46. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Cooperative
Recency planning
Foreign Media
Coupons
47. Is the products ability to satisfy both functional needs & symbolic wants
Reminder
kickers - boldface and italics
Utility
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
48. What are the types of headlines?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Pioneering
Cooperative Advertising
Rating
49. Scare the consumer into action
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)
Pioneering
Rebates
Jury Tests
50. Reach (% of total market) x Frequency
BDI (Brand development index)
Gross Ratings Points (GRPs)
Frequently use the word 'you'
Outdoor Advertising (Billboard)