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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. 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: 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
Classified Advertising
Clearance advertising (a special form of sale advertising)
Consumer-Oriented Sales Promotions (Consumer Promotions)
2. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Product Placement
Sales Advertising
Print Media
Allowances and Discounts
3. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Positively originated (transformational) motives
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Continuous (Steady) Schedule
4. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Direct Mail Advertising
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
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
Post-Tests
5. Family - society - reference groups - opinion leaders
Attitudes
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)
Interpersonal influences on consumer behavior
Pretests
6. Factors of Scheduling Advertising
Recency planning
Rating
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Unaided Recall
7. What are the types of subheads?
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
kickers - boldface and italics
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
8. Gathering - recording - and analyzing new information to help managers make marketing decisions
Aided Recall
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Marketing research
Attitude Tests
9. Advertisements focused on selling a product or service
Integrated Marketing Communications
Portfolio Tests
Product Advertisements
Lead in paragraphs - interior paragraphs - trial close - and close
10. Transform consumption experience
BDI (Brand development index)
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
Product Advertisements
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
11. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pioneering
Continuous (Steady) Schedule
Ones with fewer words
funny ads - but not always for the right reasons
12. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Purposes of Marketing research
STP Marketing (Segmenting - Targeting - Positioning)
Negatively originated (informational) motives
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
13. They use Retail Advertising because retail stores account for so much of the market
Pioneering Institutional
Local Advertisers
Consumer-Oriented Sales Promotions (Consumer Promotions)
Transit Advertising
14. Common Advertising Appeals
Brand loyalty
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Print Media
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
15. Simply the percentage of homes exposed to an advertising media
Rating
Sales Tests
Rating
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
16. Content advertising
Point-of-Purchase Displays
CB - The Consumer Decision Process
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Pioneering
17. Promotes a specific product or service and stimulates short term action while building awareness of the business
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
Vertical cooperative advertising
Lead in paragraphs - interior paragraphs - trial close - and close
Product Advertising
18. What do the most effective radio commercials use?
Sales Advertising
Classified Advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Sounds that are familiar
19. 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
cognitive dissonance
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
20. Reimbursing a retailer for extra in-store support or special featuring of the brand.
funny ads - but not always for the right reasons
Media class
Reminder Institutional
Merchandise Allowance
21. Types of Publicity Tools
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Institutional Advertising
Electronic Media
Pioneering
22. The moment someone recognizes a need or want that might be satisfied by. 1.Need Recognition 2.Search Information and Alternative Evaluation 3. Purchase 4.Post-purchase use and evaluation
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
Pulse (Burst) Schedule
CB - The Consumer Decision Process
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
23. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Consumer-Oriented Sales Promotions (Consumer Promotions)
1. Product Advertisements 2. Institutional Advertisements
Nonpersonal influences on consumer behavior
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)
24. What are the principles of design?
Market research
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. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
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
25. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
the more audience attention
Lead in paragraphs - interior paragraphs - trial close - and close
Point-of-Purchase Displays
26. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
Continuity
Functions of Marketing research
STP Marketing (Segmenting - Targeting - Positioning)
27. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Habits
Recency planning
Positively originated (transformational) motives
Frequency
28. Link key attributes to the brand name
Product Placement
Integrated Marketing Communications
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
Nonpersonal influences on consumer behavior
29. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
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
Foreign Media
Case Allowance
Point-of-Purchase Displays
30. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Transit Advertising (Bus - taxi - and subway advertising)
Allowances and Discounts
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
31. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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32. 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)
Pulse (Burst) Schedule
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Brand loyalty
Classified Advertising
33. Studies such as controlled experiments and consumer purchase tests.
Sales Tests
Reach
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
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
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.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Competitive Institutional
Habits
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
35. Three Approaches to Setting Advertising Schedules
Flighting (Intermittent) Schedule
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Reach
36. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
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)
Publicity Tools
Attitude Tests
Cooperative
37. Informs consumers about services or merchandise offered at regular prices
Regular price-line advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Market research
Loyalty Programs
38. What are the kinds of copy you can have in an ad?
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Coupons
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Permission-Based Advertising
39. The greater size of an ad illustration...
Recency planning
the more audience attention
Coupons
Case Allowance
40. Influencing the brand choice of consumers who are 'ready to buy'
Frequency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Buyer Turnover
Recency planning
41. Promote brand recall
Participants in the marketing process
Utility
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
kickers - boldface and italics
42. Three Common Discounts and Allowances
Habits
Product Advertising
Integrated Marketing Communications
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
43. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Sales Tests
Trade-Oriented Sales Promotions (Trade Promotions)
Deals
Institutional Advertisements
44. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising
Functional needs
Coupons
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
45. 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
Participants in the marketing process
Integrated Marketing Communications
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
46. Types of audience resonance
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47. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Loyalty Programs
Functional needs
STP Marketing (Segmenting - Targeting - Positioning)
Opinion leaders
48. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Exchange
Post-Tests
Cost per Thousand (CPM)
Marketing research
49. Interactive online advertising.
Premiums
the more audience attention
Rich Media
Advocacy
50. 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.
Classified Advertising
Premiums
Inquiry Tests
Message development - You must create a message that gets into the minds of the consumer and target audience