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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. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Rating
Integrated Marketing Communications
Cooperative Advertising
Merchandise Allowance
2. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Continuous (Steady) Schedule
Nonpersonal influences on consumer behavior
Participants in the marketing process
Opinion leaders
3. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
Aided Recall
Attitudes
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
4. Situate the brand socially
Reminder
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Samples
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
5. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
kickers - boldface and italics
Rich Media
STP Marketing (Segmenting - Targeting - Positioning)
BDI (Brand development index)
6. Advertisements that tell people what a product is - what it can do - and where it can be found.
Print Media
Integrated Marketing Communications
Pioneering
Product Advertisements
7. Questions such as "What ads do you remember watching yesterday?" is asked of respondents without any prompting to determine whether they saw or heard advertising messages.
Negatively originated (informational) motives
Product Placement
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Unaided Recall
8. What are the kinds of copy you can have in an ad?
Product Advertisements
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Frequency
9. People we try to emulate or whose approval concerns us
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
Reference groups
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
10. Markets are segmented - products are positioned
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Segmenting
Forgetting Rate
11. Where is the advertising and brand battle won or lost?
Frequency
Rich Media
Interpersonal influences on consumer behavior
Message development - You must create a message that gets into the minds of the consumer and target audience
12. Changing behavior by inducing anxiety
bleed pages - inserts - covers - front - inside front - inside back - and outside back
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
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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
13. The number of different people or households exposed to an ad.
Samples
Reach
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Place-Based Media
14. 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
Integrated Marketing Communications
Horizontal cooperative advertising
Recency planning
Message development - You must create a message that gets into the minds of the consumer and target audience
15. What are the types of subheads?
kickers - boldface and italics
Sales Advertising
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)
Product Advertising
16. Duration of an advertising message or campaign over a given period of time - sustains memory
Ones with fewer words
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Continuity
Sales Advertising
17. 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.
Perception
Integrated Marketing Communications
1. Product Advertisements 2. Institutional Advertisements
bleed pages - inserts - covers - front - inside front - inside back - and outside back
18. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Purchase Frequency
Cooperative
Rebates
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
19. A discount on each case ordered during a specific time period.
Case Allowance
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
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)
20. Some methods for scheduling media
Purchase Frequency
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Rossiter & Percy's Fundamental Motives
21. What are the types of headlines?
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
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
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Recency planning
22. Joining together in a consistent manner everything that communicates with customers
Transit Advertising (Bus - taxi - and subway advertising)
Integrated Marketing Communications
Reference groups
funny ads - but not always for the right reasons
23. In the newspaper for many reasons: to locate and recruit new employees - offer services (such as those of an employment agency or business opportunity broker) - or sell or lease merchandise (such as cars - real estate - and office equipment)
Classified Advertising
Sweepstakes
Product Placement
Deals
24. Forms of Product Advertising
Media vehicle
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Finance Allowance
Attitudes
25. Common Advertising Appeals
Maslow's hierarchy of needs theory of motivation based on unmet human needs
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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
Exchange
26. Is the products ability to satisfy both functional needs & symbolic wants
STP Marketing (Segmenting - Targeting - Positioning)
Functions of Marketing research
Rebates
Utility
27. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Full-Service Agency
Print Media
Consumer-Oriented Sales Promotions (Consumer Promotions)
28. What is the best way to grab attention in an ad?
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29. Studies such as controlled experiments and consumer purchase tests.
Sales Tests
Reachxfrequency
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
Full-Service Agency
30. 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.
Permission-Based Advertising
Inquiry Tests
Electronic Media
Clearance advertising (a special form of sale advertising)
31. Family - society - reference groups - opinion leaders
Cost per Thousand (CPM)
Interpersonal influences on consumer behavior
Regular price-line advertising
Clearance advertising (a special form of sale advertising)
32. Three Approaches to Setting Advertising Schedules
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Recency planning
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Interpersonal influences on consumer behavior
33. Ads on the interior and exterior of busses - subways - and taxis.
Outdoor Advertising (Billboard)
Transit Advertising
Continuous (Steady) Schedule
Forgetting Rate
34. Persuade the customer
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
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
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
1. Product Advertisements 2. Institutional Advertisements
35. Tests used to test ad alternatives.
Direct Mail 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
CB - The Consumer Decision Process
Portfolio Tests
36. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Institutional Advertising
Brand loyalty
Vertical cooperative advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
37. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
1. Product Advertisements 2. Institutional Advertisements
Transit Advertising
Perception
Institutional Advertisements
38. They use Retail Advertising because retail stores account for so much of the market
Pioneering Institutional
Local Advertisers
Loyalty Programs
CPM
39. Placing items on sale and offering two-for-one specials of other deals
Sales Advertising
Foreign Media
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Loyalty Programs
40. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
CPM-TM
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Point-of-Purchase Displays
Contests
41. 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.
Institutional Advertisements
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
Attitude Tests
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
42. Promote brand recall
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
Flighting (Intermittent) Schedule
Utility
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
43. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
Rich Media
Attitudes
44. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
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)
Sales Tests
Brand loyalty
CB - The Consumer Decision Process
45. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuous (Steady) Schedule
Sales Advertising
Participants in the marketing process
Institutional Advertisements
46. What kind of ads are most often remembered?
Foreign Media
Market research
funny ads - but not always for the right reasons
Coupons
47. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Reference groups
Nonpersonal influences on consumer behavior
Vertical cooperative advertising
Rating
48. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Trade-Oriented Sales Promotions (Trade Promotions)
Flighting (Intermittent) Schedule
Market research
Place-Based Media
49. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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50. Is an individual's openness or curiosity about a brand
Rebates
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
kickers - boldface and italics
Brand interest