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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. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Pulse (Burst) Schedule
Loyalty Programs
Institutional Advertisements
Coupons
2. Is our acquired mental position regarding some idea or object
Reference groups
Deals
Allowances and Discounts
Attitudes
3. 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
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
Opinion leaders
Unaided Recall
4. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Buyer Turnover
Vertical cooperative advertising
Purchase Frequency
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
5. Duration of an advertising message or campaign over a given period of time - sustains memory
Functional needs
Institutional Advertisements
Purchase Frequency
Continuity
6. 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
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
cognitive dissonance
Inquiry Tests
Frequently use the word 'you'
7. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
STP Marketing (Segmenting - Targeting - Positioning)
Horizontal cooperative advertising
Consumer-Oriented Sales Promotions (Consumer Promotions)
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
8. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Portfolio Tests
Outdoor Advertising (Billboard)
Perception
Institutional Advertising
9. What are the types of subheads?
Inquiry Tests
kickers - boldface and italics
Post-Tests
Allowances and Discounts
10. Define the brand image
Full-Service Agency
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
the more audience attention
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
11. Ads in magazines can be strategically placed in these places...
Sounds that are familiar
Sales Tests
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Participants in the marketing process
12. Situate the brand socially
Lead in paragraphs - interior paragraphs - trial close - and close
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
CPM-TM
Competitive
13. Advertising used to reinforce previous knowledge of a product.
Institutional Advertisements
creating a picture of the concept they want to convey
Reminder
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
14. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
CPM-TM
Transit Advertising
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Finance Allowance
15. Informs consumers about services or merchandise offered at regular prices
Regular price-line advertising
Attitudes
Reach
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
16. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Competitive
Buyer Turnover
Reach
Trade-Oriented Sales Promotions (Trade Promotions)
17. They use Retail Advertising because retail stores account for so much of the market
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
Permission-Based Advertising
Local Advertisers
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
18. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
funny ads - but not always for the right reasons
Case Allowance
Rebates
Product Placement
19. Transform consumption experience
Deals
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
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
20. Where is the advertising and brand battle won or lost?
Case Allowance
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Message development - You must create a message that gets into the minds of the consumer and target audience
Post-Tests
21. Types of audience resonance
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22. Of radio & tv used to be called broadcast media; but with advent of cable TV - many programs are now transmitted electronically though wires rather than broadcast through the air
BDI (Brand development index)
Regular price-line advertising
Electronic Media
Gross Ratings Points (GRPs)
23. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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24. Markets are segmented - products are positioned
Digital Interactive Media
1. Product Advertisements 2. Institutional Advertisements
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Segmenting
25. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
Digital Interactive Media
thumbnails - roughs - dummies - comprehensives (elaborate draft)
bleed pages - inserts - covers - front - inside front - inside back - and outside back
26. 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
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Positively originated (transformational) motives
Ones with fewer words
Horizontal cooperative advertising
27. Offers the return of money based on proof of purchase.
Sweepstakes
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
Pioneering
Rebates
28. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Point-of-Purchase Displays
Aided Recall
Cost per Thousand (CPM)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
29. Broad category of media - such as television - radio or newspaper
Functions of Marketing research
Pioneering
Media class
Habits
30. Three Approaches to Setting Advertising Schedules
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
kickers - boldface and italics
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
31. 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.
Loyalty Programs
Brand loyalty
Inquiry Tests
the more audience attention
32. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Deals
Frequently use the word 'you'
Brand loyalty
Permission-Based Advertising
33. Persuade the customer
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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Rating
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
34. 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.
Transit Advertising
Nonpersonal influences on consumer behavior
Sweepstakes
Competitive Institutional
35. Consumer needs - product development - assess effectiveness - financial planning and quality control
Transit Advertising (Bus - taxi - and subway advertising)
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
Functions of Marketing research
Electronic Media
36. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Rating
Reach
Recency planning
Opinion leaders
37. Advertising that promotes a specific brand's features and benefits.
Horizontal cooperative advertising
Publicity Tools
Continuous (Steady) Schedule
Competitive
38. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Negatively originated (informational) motives
Cost per Thousand (CPM)
Point-of-Purchase Displays
kickers - boldface and italics
39. Family - society - reference groups - opinion leaders
Sales Tests
Advocacy
Interpersonal influences on consumer behavior
thumbnails - roughs - dummies - comprehensives (elaborate draft)
40. The number of different people or households exposed to an ad.
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
Coupons
Reach
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
41. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
STP Marketing (Segmenting - Targeting - Positioning)
Theater Tests
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Flighting (Intermittent) Schedule
42. Forms of Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Rossiter & Percy's Fundamental Motives
Nonpersonal influences on consumer behavior
Inquiry Tests
43. 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.
Attitude Tests
Frequency
Transit Advertising
Outdoor Advertising (Billboard)
44. What are the function of headlines?
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
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Inquiry Tests
Institutional Advertising
45. The greater size of an ad illustration...
the more audience attention
Regular price-line advertising
Ad research
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)
46. Some methods for scheduling media
Perception
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Market research
Reference groups
47. What kinds of ads resonate more?
Ones with fewer words
Comparative
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Product Advertising
48. Studies such as controlled experiments and consumer purchase tests.
Direct Mail Advertising
Sales Tests
Print Media
Reminder Institutional
49. Offering the product free or at a greatly reduced price.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Samples
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Reference groups
50. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Marketing research
Comparative
Full-Service Agency
Horizontal cooperative advertising