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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?
STP Marketing (Segmenting - Targeting - Positioning)
Samples
Sounds that are familiar
cognitive dissonance
2. Promote brand recall
Point-of-Purchase Displays
funny ads - but not always for the right reasons
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Inquiry Tests
3. 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.
Maslow's hierarchy of needs theory of motivation based on unmet human needs
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Sweepstakes
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
4. Time - place of sale - environment
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Nonpersonal influences on consumer behavior
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. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Foreign Media
thumbnails - roughs - dummies - comprehensives (elaborate draft)
6. 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'
Reference groups
Frequency
Participants in the marketing process
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
7. Party Responsible for Carrying Out Advertising Program
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
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Integrated Marketing Communications
Attitudes
8. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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9. Some methods for scheduling media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Message development - You must create a message that gets into the minds of the consumer and target audience
Limited-Service Agency
Integrated Marketing Communications
10. Ads that simply bring the company's name to the attention of its target market again.
audience - ad message itself - communications media - and the product concept
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
Reminder Institutional
cognitive dissonance
11. Scare the consumer into action
Portfolio Tests
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
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)
Loyalty Programs
12. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Sounds that are familiar
Flighting (Intermittent) Schedule
Loyalty Programs
Marketing research
13. Advertisements that tell people what a product is - what it can do - and where it can be found.
Coupons
Pioneering
CPM
Consumer-Oriented Sales Promotions (Consumer Promotions)
14. The percentage of households in a market that are tuned to a particular TV/radio show.
CPM
Frequency
Competitive Institutional
Rating
15. Where is the advertising and brand battle won or lost?
Contests
Sales Advertising
Message development - You must create a message that gets into the minds of the consumer and target audience
Recency planning
16. People we try to emulate or whose approval concerns us
Horizontal cooperative advertising
Reference groups
CPM-TM
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
17. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CPM
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Pulse (Burst) Schedule
Finance Allowance
18. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Habits
Transit Advertising (Bus - taxi - and subway advertising)
Print Media
BDI (Brand development index)
19. Markets are segmented - products are positioned
Segmenting
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
Continuous (Steady) Schedule
cognitive dissonance
20. The more frequently a product is purchased - the less repetition is required.
CPM
Sweepstakes
Outdoor Advertising (Billboard)
Purchase Frequency
21. 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.
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)
Loyalty Programs
Permission-Based Advertising
Ones with fewer words
22. Types of Publicity Tools
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
audience - ad message itself - communications media - and the product concept
23. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
CPM-TM
Pretests
Attitude Tests
Product Placement
24. 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. Building Long-Term Relationships with Promotion 2. Self-Regulation
Competitive Institutional
Nonpersonal influences on consumer behavior
Maslow's hierarchy of needs theory of motivation based on unmet human needs
25. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
CPM
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
1. Product Advertisements 2. Institutional Advertisements
26. 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.
Unaided Recall
Reminder Institutional
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
Digital Interactive Media
27. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Pretests
Finance 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
Reachxfrequency
28. Affective Association
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29. Elements of an advertising message
Attitudes
audience - ad message itself - communications media - and the product concept
Habits
Brand interest
30. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Opinion leaders
Outdoor Advertising (Billboard)
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
31. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Aided Recall
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Reminder
Deals
32. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Institutional Advertisements
creating a picture of the concept they want to convey
Samples
Classified Advertising
33. Advertisements focused on selling a product or service
Frequency
Flighting (Intermittent) Schedule
Functional needs
Product Advertisements
34. Studies such as controlled experiments and consumer purchase tests.
Rating
Integrated Marketing Communications
funny ads - but not always for the right reasons
Sales Tests
35. What is the best way to grab attention in an ad?
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36. 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
Positively originated (transformational) motives
In-House Agencies
Reach
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
37. Influencing the brand choice of consumers who are 'ready to buy'
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Recency planning
Nonpersonal influences on consumer behavior
Lead in paragraphs - interior paragraphs - trial close - and close
38. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
Pioneering
Unaided Recall
Sales Advertising
39. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Participants in the marketing process
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
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Message development - You must create a message that gets into the minds of the consumer and target audience
40. Offering the product free or at a greatly reduced price.
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
Samples
Digital Interactive Media
Vertical cooperative advertising
41. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Flighting (Intermittent) Schedule
Premiums
Loyalty Programs
Exchange
42. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Cooperative Advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
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
Permission-Based Advertising
43. 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
Coupons
Rating
1. Product Advertisements 2. Institutional Advertisements
Positively originated (transformational) motives
44. Specializes in one aspect of the advertising process such as creative services to develop the advertising copy - buying previously un-purchased media - or providing internet services.
Limited-Service Agency
Product Advertising
Brand interest
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
45. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Deals
Habits
Premiums
Case Allowance
46. Is the products ability to satisfy both functional needs & symbolic wants
Unaided Recall
Utility
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
Product Advertising
47. Value of Promotion
Classified Advertising
Brand loyalty
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Reminder
48. The cost of reaching 1 - 000 individuals or households with the advertising message.
Permission-Based Advertising
Cost per Thousand (CPM)
CPM
Rebates
49. Broad category of media - such as television - radio or newspaper
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
Media class
the more audience attention
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
50. Persuade the customer
Marketing research
Exchange
STP Marketing (Segmenting - Targeting - Positioning)
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