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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. How often new buyers enter the market to buy the product.
Perception
Buyer Turnover
Positively originated (transformational) motives
Negatively originated (informational) motives
2. 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.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Sweepstakes
Frequently use the word 'you'
Reminder Institutional
3. Situate the brand socially
Permission-Based Advertising
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
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Cooperative
4. Ads in magazines can be strategically placed in these places...
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Finance Allowance
Recency planning
bleed pages - inserts - covers - front - inside front - inside back - and outside back
5. Consumer needs - product development - assess effectiveness - financial planning and quality control
Functions of Marketing research
Message development - You must create a message that gets into the minds of the consumer and target audience
Pioneering
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
6. People we try to emulate or whose approval concerns us
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
creating a picture of the concept they want to convey
Reference groups
Jury Tests
7. Changing behavior by inducing anxiety
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. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Portfolio Tests
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
8. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Reachxfrequency
Ad research
Integrated Marketing Communications
Electronic Media
9. Types of audience resonance
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10. Content advertising
Case Allowance
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Aided Recall
Regular price-line advertising
11. Some methods for scheduling media
Reach
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Portfolio Tests
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
12. What are the function of headlines?
Cooperative
Rebates
Print Media
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
13. Elements of an advertising message
Electronic Media
Publicity Tools
funny ads - but not always for the right reasons
audience - ad message itself - communications media - and the product concept
14. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Product Advertising
Direct Mail Advertising
Integrated Marketing Communications
Attitudes
15. Informs consumers about services or merchandise offered at regular prices
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
Regular price-line advertising
Interpersonal influences on consumer behavior
16. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Transit Advertising (Bus - taxi - and subway advertising)
Negatively originated (informational) motives
17. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Market research
Cooperative Advertising
Aided Recall
18. What kind of ads are most often remembered?
funny ads - but not always for the right reasons
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Electronic Media
kickers - boldface and italics
19. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
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. Building Long-Term Relationships with Promotion 2. Self-Regulation
Comparative
Contests
20. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Exchange
Aided Recall
Place-Based Media
Contests
21. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Utility
creating a picture of the concept they want to convey
Pulse (Burst) Schedule
Classified Advertising
22. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Allowances and Discounts
Competitive
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Habits
23. The more frequently a product is purchased - the less repetition is required.
In-House Agencies
Purchase Frequency
Ad research
International Media
24. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Negatively originated (informational) motives
Consumer-Oriented Sales Promotions (Consumer Promotions)
Attitudes
Cooperative
25. 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
STP Marketing (Segmenting - Targeting - Positioning)
Pioneering Institutional
Reach
Reach
26. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Product Advertising
International Media
Segmenting
Pretests
27. Simply the percentage of homes exposed to an advertising media
Post-Tests
Rating
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Integrated Marketing Communications
28. Party Responsible for Carrying Out Advertising Program
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Product Placement
Deals
29. Affective Association
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30. Merchandise offered free or at a significant discount.
Cooperative
Premiums
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
BDI (Brand development index)
31. Studies such as controlled experiments and consumer purchase tests.
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
Sales Tests
Permission-Based Advertising
Reach
32. Markets are segmented - products are positioned
Segmenting
Merchandise Allowance
Forgetting Rate
Positively originated (transformational) motives
33. Transform consumption experience
Frequency
Purposes of Marketing research
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
Product Advertisements
34. A discount on each case ordered during a specific time period.
Perception
Case Allowance
Continuous (Steady) Schedule
Competitive
35. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Institutional Advertisements
Purposes of Marketing research
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
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
36. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Competitive Institutional
Place-Based Media
Participants in the marketing process
International Media
37. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
CPM-TM
Samples
audience - ad message itself - communications media - and the product concept
38. Tests used to test ad alternatives.
Inquiry Tests
Local Advertisers
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Portfolio Tests
39. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Reference groups
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
Outdoor Advertising (Billboard)
Flighting (Intermittent) Schedule
40. 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.
Competitive Institutional
Attitudes
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
cognitive dissonance
41. What are the positives to newspapers as a form of mass media?
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
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
Segmenting
Frequently use the word 'you'
42. Types of Publicity Tools
Publicity Tools
STP Marketing (Segmenting - Targeting - Positioning)
Trade-Oriented Sales Promotions (Trade Promotions)
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
43. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
Pretests
Institutional Advertisements
Lead in paragraphs - interior paragraphs - trial close - and close
44. What do the most effective radio commercials use?
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Limited-Service Agency
Sounds that are familiar
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
45. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Vertical cooperative advertising
Outdoor Advertising (Billboard)
Segmenting
Exchange
46. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
CB - The Consumer Decision Process
Theater Tests
Opinion leaders
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
47. To make room for new product lines or new models and to get rid of slow-moving lines - floor samples - broken or distressed merchandise - or out of season items
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Local Advertisers
Clearance advertising (a special form of sale advertising)
Functions of Marketing research
48. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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49. 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'
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
Reminder Institutional
50. Visualization/conceptualization
creating a picture of the concept they want to convey
kickers - boldface and italics
Maslow's hierarchy of needs theory of motivation based on unmet human needs
bleed pages - inserts - covers - front - inside front - inside back - and outside back