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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. Markets are segmented - products are positioned
Reminder
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. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Segmenting
2. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Full-Service Agency
Jury Tests
Reach
Reminder
3. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Rebates
Opinion leaders
Loyalty Programs
Recency planning
4. Ads that state the position of a company on an issue.
Publicity Tools
Advocacy
Competitive Institutional
Utility
5. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Brand loyalty
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
6. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuous (Steady) Schedule
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
Product Advertisements
Maslow's hierarchy of needs theory of motivation based on unmet human needs
7. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
the more audience attention
Institutional Advertising
Rebates
Rossiter & Percy's Fundamental Motives
8. Ads on the interior and exterior of busses - subways - and taxis.
Cooperative
Rich Media
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
Transit Advertising
9. Affective Association
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10. Placing items on sale and offering two-for-one specials of other deals
Brand loyalty
Continuous (Steady) Schedule
Sales Advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
11. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
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
Rebates
Vertical cooperative advertising
Consumer-Oriented Sales Promotions (Consumer Promotions)
12. Three Common Discounts and Allowances
Sweepstakes
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
13. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Merchandise Allowance
Utility
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
Jury Tests
14. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Transit Advertising
Rating
BDI (Brand development index)
Allowances and Discounts
15. 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
Horizontal cooperative advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Recency planning
Reminder Institutional
16. 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
Premiums
Brand loyalty
Regular price-line advertising
17. Value of Promotion
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
Jury Tests
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Ones with fewer words
18. Transform consumption experience
Portfolio Tests
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
Institutional Advertising
Participants in the marketing process
19. The percentage of households in a market that are tuned to a particular TV/radio show.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Recency planning
Rating
Portfolio Tests
20. They use Retail Advertising because retail stores account for so much of the market
Clearance advertising (a special form of sale 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
Product Advertisements
Local Advertisers
21. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Outdoor Advertising (Billboard)
Advocacy
Foreign Media
Product Placement
22. How often new buyers enter the market to buy the product.
Buyer Turnover
Reference groups
Jury Tests
Reach
23. What do the most effective radio commercials use?
Sounds that are familiar
Sweepstakes
kickers - boldface and italics
Clearance advertising (a special form of sale advertising)
24. Offering the product free or at a greatly reduced price.
Interpersonal influences on consumer behavior
Samples
Continuous (Steady) Schedule
Segmenting
25. A discount on each case ordered during a specific time period.
Rebates
Cooperative
Lead in paragraphs - interior paragraphs - trial close - and close
Case Allowance
26. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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27. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Finance Allowance
Frequency
Participants in the marketing process
CPM
28. Gross rating points =
Opinion leaders
Reachxfrequency
Consumer-Oriented Sales Promotions (Consumer Promotions)
Sounds that are familiar
29. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Purposes of Marketing research
Publicity Tools
Cooperative Advertising
30. Indicates the sales potential of a particular brand in a specific market area = percent of the brand's total U.S sales in the area/Percent of total U.S population in the areaX100
BDI (Brand development index)
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
funny ads - but not always for the right reasons
Trade-Oriented Sales Promotions (Trade Promotions)
31. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Post-Tests
Vertical cooperative advertising
Reachxfrequency
Attitudes
32. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Reminder Institutional
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Aided Recall
the more audience attention
33. Ads used for announcements about what a company is - what it can do - and where it is located.
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Pioneering Institutional
Local Advertisers
34. The average number of times a person in the target audience is exposed to an ad.
Cost per Thousand (CPM)
Segmenting
Frequency
Pretests
35. What are the principles of design?
Interpersonal influences on consumer behavior
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
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Trade-Oriented Sales Promotions (Trade Promotions)
36. 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
Sales Tests
Digital Interactive Media
Reference groups
Clearance advertising (a special form of sale advertising)
37. Link key attributes to the brand name
Rebates
Allowances and Discounts
Ones with fewer words
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
38. 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.
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
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Permission-Based Advertising
Pretests
39. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Deals
Institutional Advertisements
Portfolio 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
40. Showing the ad copy to a panel of consumers and having them rate how they liked it - how much it drew their attention - and how attractive they thought it was.
cognitive dissonance
Jury Tests
Pulse (Burst) Schedule
Exchange
41. Situate the brand socially
Reach
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
Classified Advertising
Rating
42. Advertisements focused on selling a product or service
Electronic Media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Reference groups
Product Advertisements
43. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Trade-Oriented Sales Promotions (Trade Promotions)
Transit Advertising
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Foreign Media
44. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
Comparative
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
Marketing research
45. 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
BDI (Brand development index)
Transit Advertising
Brand interest
46. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Pioneering Institutional
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Post-Tests
Reach
47. Types of Publicity Tools
Rossiter & Percy's Fundamental Motives
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Theater Tests
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
48. Types of audience resonance
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49. Consumer needs - product development - assess effectiveness - financial planning and quality control
Perception
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
Reachxfrequency
Functions of Marketing research
50. Broad category of media - such as television - radio or newspaper
Media class
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
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