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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. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
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
Institutional Advertising
Product Advertisements
Maslow's hierarchy of needs theory of motivation based on unmet human needs
2. 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
Electronic Media
Transit Advertising
Pulse (Burst) Schedule
1. Product Advertisements 2. Institutional Advertisements
3. Ads that state the position of a company on an issue.
creating a picture of the concept they want to convey
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Place-Based Media
Advocacy
4. Cost of media buy/targeted audienceX1 - 000
CPM-TM
Publicity Tools
Foreign Media
kickers - boldface and italics
5. Advertising showing one brand's strengths relative to its competitors.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Gross Ratings Points (GRPs)
Exchange
Comparative
6. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Sales Advertising
Classified Advertising
International Media
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
7. Common Advertising Appeals
Cooperative
Print Media
Digital Interactive Media
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
8. 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.
Ones with fewer words
Reachxfrequency
Inquiry Tests
Theater Tests
9. Ads on the interior and exterior of busses - subways - and taxis.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Vertical cooperative advertising
Transit Advertising
Brand loyalty
10. 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)
Brand loyalty
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Purchase Frequency
Classified Advertising
11. The greater size of an ad illustration...
Marketing research
Merchandise Allowance
the more audience attention
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
12. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Comparative
Institutional Advertisements
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
Forgetting Rate
13. Transform consumption experience
Post-Tests
Regular price-line advertising
Allowances and Discounts
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
14. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Aided Recall
Interpersonal influences on consumer behavior
Comparative
Frequently use the word 'you'
15. Interactive online advertising.
Rich Media
Print Media
Rossiter & Percy's Fundamental Motives
Brand interest
16. Party Responsible for Carrying Out Advertising Program
Functions of Marketing research
Perception
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Classified Advertising
17. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Buyer Turnover
Post-Tests
Inquiry Tests
Exchange
18. What are the standard subjects for ad visuals?
CB - The Consumer Decision Process
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
Purchase Frequency
Institutional Advertising
19. Broad category of media - such as television - radio or newspaper
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
Media class
Publicity Tools
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
20. Affective Association
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21. The manufacturer provides the complete ads & shares the cost of the advertising time or space
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Attitude Tests
Publicity Tools
Vertical cooperative advertising
22. Evaluation process conducted before the ads are in place to determine whether the ad communicates the intended message or to select among alternative versions of the ad.
CPM
Pretests
Nonpersonal influences on consumer behavior
Purposes of Marketing research
23. Time - place of sale - environment
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Nonpersonal influences on consumer behavior
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Post-Tests
24. Gathering - recording - and analyzing new information to help managers make marketing decisions
Positively originated (transformational) motives
Integrated Marketing Communications
Marketing research
CB - The Consumer Decision Process
25. Where is the advertising and brand battle won or lost?
Message development - You must create a message that gets into the minds of the consumer and target audience
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Marketing research
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
26. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
Limited-Service Agency
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Gross Ratings Points (GRPs)
27. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Cooperative
Reachxfrequency
Buyer Turnover
Finance Allowance
28. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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29. Advertisements that tell people what a product is - what it can do - and where it can be found.
Finance Allowance
Pioneering
Contests
Reminder Institutional
30. Duration of an advertising message or campaign over a given period of time - sustains memory
Merchandise Allowance
Premiums
Continuity
Reach
31. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
Coupons
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
32. What do the most effective radio commercials use?
funny ads - but not always for the right reasons
Pioneering
Sounds that are familiar
Cooperative Advertising
33. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Outdoor Advertising (Billboard)
Frequently use the word 'you'
Theater Tests
34. 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
Deals
Interpersonal influences on consumer behavior
Reach
Pioneering Institutional
35. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Foreign Media
CPM
Print Media
Loyalty Programs
36. Stages of ad development
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
Premiums
thumbnails - roughs - dummies - comprehensives (elaborate draft)
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
37. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
kickers - boldface and italics
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Frequency
Publicity Tools
38. Promotes a specific product or service and stimulates short term action while building awareness of the business
Product Advertising
Reminder
Attitude Tests
Product Advertisements
39. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
audience - ad message itself - communications media - and the product concept
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
Regular price-line advertising
40. 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
cognitive dissonance
the more audience attention
kickers - boldface and italics
Electronic Media
41. Define the brand image
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
CPM
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
42. Made up of the company's own advertising staff. They may provide full services or limited services.
Segmenting
Participants in the marketing process
Allowances and Discounts
In-House Agencies
43. They use Retail Advertising because retail stores account for so much of the market
Recency planning
Loyalty Programs
Local Advertisers
Electronic Media
44. Joining together in a consistent manner everything that communicates with customers
Ones with fewer words
Integrated Marketing Communications
Recency planning
Unaided Recall
45. Approaches to Post-Testing
Buyer Turnover
Rating
Marketing research
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
46. Content advertising
Buyer Turnover
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Samples
Marketing research
47. What kinds of ads resonate more?
Marketing research
Forgetting Rate
Allowances and Discounts
Ones with fewer words
48. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Inquiry Tests
Transit Advertising (Bus - taxi - and subway advertising)
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
Gross Ratings Points (GRPs)
49. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
STP Marketing (Segmenting - Targeting - Positioning)
creating a picture of the concept they want to convey
International Media
Sweepstakes
50. Persuade the customer
Competitive
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
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
Product Placement