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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. 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.
Pioneering
Allowances and Discounts
Pioneering Institutional
Permission-Based Advertising
2. Allow the audience to participate actively & immediately
Nonpersonal influences on consumer behavior
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Digital Interactive Media
Institutional Advertising
3. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Pulse (Burst) Schedule
Recency planning
Rossiter & Percy's Fundamental Motives
Trade-Oriented Sales Promotions (Trade Promotions)
4. Influencing the brand choice of consumers who are 'ready to buy'
Forgetting Rate
Recency planning
Product Advertising
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
5. 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
Competitive
Habits
Reach
Unaided Recall
6. Scare the consumer into action
Post-Tests
Utility
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)
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
7. Party Responsible for Carrying Out Advertising Program
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Continuity
Clearance advertising (a special form of sale advertising)
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
8. 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
Theater Tests
Institutional Advertising
Purposes of Marketing research
9. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Rich Media
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
STP Marketing (Segmenting - Targeting - Positioning)
10. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Direct Mail Advertising
Negatively originated (informational) motives
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
Positively originated (transformational) motives
11. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Place-Based Media
Print Media
Exchange
Product Advertising
12. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Brand loyalty
cognitive dissonance
13. Reach (% of total market) x Frequency
Attitude Tests
Gross Ratings Points (GRPs)
Merchandise Allowance
Electronic Media
14. Markets are segmented - products are positioned
BDI (Brand development index)
Jury Tests
Segmenting
Reach
15. What are the standard subjects for ad visuals?
Utility
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Electronic 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
16. 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
Reachxfrequency
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Product Advertisements
Horizontal cooperative advertising
17. Tests used to test ad alternatives.
Ones with fewer words
Portfolio Tests
Permission-Based Advertising
Pioneering Institutional
18. What do the most effective radio commercials use?
Allowances and Discounts
Functions of Marketing research
Recency planning
Sounds that are familiar
19. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Vertical cooperative advertising
Nonpersonal influences on consumer behavior
Utility
funny ads - but not always for the right reasons
20. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
the more audience attention
Publicity Tools
Product Advertising
Opinion leaders
21. Link key attributes to the brand name
Cost per Thousand (CPM)
the more audience attention
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
Competitive Institutional
22. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Theater Tests
Media vehicle
Perception
23. Gathering - recording - and analyzing new information to help managers make marketing decisions
Cost per Thousand (CPM)
Coupons
Marketing research
Forgetting Rate
24. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Perception
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Pulse (Burst) Schedule
Media vehicle
25. The cost of reaching 1 - 000 individuals or households with the advertising message.
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
Aided Recall
Cost per Thousand (CPM)
the more audience attention
26. Duration of an advertising message or campaign over a given period of time - sustains memory
Direct Mail 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
the more audience attention
Continuity
27. Persuade the customer
Brand loyalty
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
Attitude Tests
Place-Based Media
28. Offers the return of money based on proof of purchase.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Rebates
Media class
CPM-TM
29. Informs consumers about services or merchandise offered at regular prices
Regular price-line advertising
Sweepstakes
Exchange
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
30. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
STP Marketing (Segmenting - Targeting - Positioning)
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
Reach
Point-of-Purchase Displays
31. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
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)
Place-Based Media
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Functions of Marketing research
32. Is our acquired mental position regarding some idea or object
Attitudes
Negatively originated (informational) motives
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Flighting (Intermittent) Schedule
33. People we try to emulate or whose approval concerns us
Samples
Continuity
Foreign Media
Reference groups
34. 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.
Cooperative
Inquiry Tests
Institutional Advertising
Frequency
35. Information gathered about a particular market or market segment
thumbnails - roughs - dummies - comprehensives (elaborate draft)
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
Market research
STP Marketing (Segmenting - Targeting - Positioning)
36. 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
Negatively originated (informational) motives
Integrated Marketing Communications
Continuous (Steady) Schedule
Frequency
37. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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38. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Loyalty Programs
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Finance Allowance
Cooperative
39. The number of different people or households exposed to an ad.
Coupons
the more audience attention
Reach
Rebates
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.
Publicity Tools
Functions of Marketing research
Interpersonal influences on consumer behavior
Jury Tests
41. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Post-Tests
Flighting (Intermittent) Schedule
Theater Tests
Reminder
42. Approaches to Post-Testing
Utility
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
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
Foreign Media
43. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Reachxfrequency
Point-of-Purchase Displays
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
Forgetting Rate
44. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Institutional Advertising
Rossiter & Percy's Fundamental Motives
Recency planning
CB - The Consumer Decision Process
45. Types of Publicity Tools
Functional needs
Participants in the marketing process
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
46. Ads that simply bring the company's name to the attention of its target market again.
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
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
Reminder Institutional
Transit Advertising
47. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Theater Tests
Functional needs
Attitudes
Product Advertisements
48. 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)
Classified Advertising
In-House Agencies
Theater Tests
Cooperative Advertising
49. What are the function of headlines?
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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
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
Exchange
50. Broad category of media - such as television - radio or newspaper
Aided Recall
CB - The Consumer Decision Process
CPM-TM
Media class