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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. Is our acquired mental position regarding some idea or object
Consumer-Oriented Sales Promotions (Consumer Promotions)
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Attitudes
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
2. 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
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
Competitive Institutional
Purposes of Marketing research
3. Time - place of sale - environment
Participants in the marketing process
Competitive
Nonpersonal influences on consumer behavior
Functional needs
4. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Post-Tests
Attitudes
Functions of Marketing research
cognitive dissonance
5. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Sales Tests
Place-Based Media
Attitudes
Pulse (Burst) Schedule
6. Displays that take the form of an advertising sign in high traffic areas of store aisles.
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
Cost per Thousand (CPM)
International Media
Point-of-Purchase Displays
7. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
In-House Agencies
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Consumer-Oriented Sales Promotions (Consumer Promotions)
Integrated Marketing Communications
8. Promotes a specific product or service and stimulates short term action while building awareness of the business
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
In-House Agencies
Positively originated (transformational) motives
Product Advertising
9. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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10. Affective Association
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11. The number of different people or households exposed to an ad.
Reach
International Media
Regular price-line advertising
Publicity Tools
12. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
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. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Full-Service Agency
thumbnails - roughs - dummies - comprehensives (elaborate draft)
13. Gathering - recording - and analyzing new information to help managers make marketing decisions
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Marketing research
Purposes of Marketing research
Pioneering Institutional
14. What does the layout of an ad consist of?
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Direct Mail Advertising
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
15. 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
CB - The Consumer Decision Process
Permission-Based Advertising
Theater Tests
Market research
16. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Pulse (Burst) Schedule
Reach
Place-Based Media
Outdoor Advertising (Billboard)
17. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Transit Advertising
STP Marketing (Segmenting - Targeting - Positioning)
Gross Ratings Points (GRPs)
Transit Advertising (Bus - taxi - and subway advertising)
18. 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.
Permission-Based Advertising
Theater Tests
audience - ad message itself - communications media - and the product concept
Participants in the marketing process
19. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Place-Based Media
Interpersonal influences on consumer behavior
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
Segmenting
20. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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21. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Comparative
Vertical cooperative advertising
Functions of Marketing research
Direct Mail Advertising
22. Advertisements focused on selling a product or service
Foreign Media
Transit Advertising
Print Media
Product Advertisements
23. Situate the brand socially
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
Flighting (Intermittent) Schedule
Rich Media
thumbnails - roughs - dummies - comprehensives (elaborate draft)
24. What is the best way to grab attention in an ad?
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25. 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.
Frequency
Competitive Institutional
Jury Tests
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
26. What are the kinds of copy you can have in an ad?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Rossiter & Percy's Fundamental Motives
27. 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
Attitude 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
Clearance advertising (a special form of sale advertising)
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
28. 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
Reach
Marketing research
Premiums
Reminder
29. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pulse (Burst) Schedule
Lead in paragraphs - interior paragraphs - trial close - and close
Pioneering
Aided Recall
30. Consumer needs - product development - assess effectiveness - financial planning and quality control
Rating
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Functions of Marketing research
Brand loyalty
31. Factors of Scheduling Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Classified Advertising
Product Advertisements
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
32. Types of Publicity Tools
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
Contests
In-House Agencies
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
33. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Media vehicle
Perception
Merchandise Allowance
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
34. The more frequently a product is purchased - the less repetition is required.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Vertical cooperative advertising
Exchange
Purchase Frequency
35. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
funny ads - but not always for the right reasons
Direct Mail Advertising
Sales Advertising
Aided Recall
36. Offers the return of money based on proof of purchase.
CB - The Consumer Decision Process
Point-of-Purchase Displays
Samples
Rebates
37. The percentage of households in a market that are tuned to a particular TV/radio show.
Cost per Thousand (CPM)
Rating
cognitive dissonance
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
38. Visualization/conceptualization
Opinion leaders
creating a picture of the concept they want to convey
Interpersonal influences on consumer behavior
Permission-Based Advertising
39. Is an individual's openness or curiosity about a brand
Brand interest
Lead in paragraphs - interior paragraphs - trial close - and close
Regular price-line advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
40. Reach (% of total market) x Frequency
Reminder
Gross Ratings Points (GRPs)
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
cognitive dissonance
41. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Forgetting Rate
Ones with fewer words
Premiums
42. Recruit new customers - retain current customers - and regain lost customers
Participants in the marketing process
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
Trade-Oriented Sales Promotions (Trade Promotions)
Purposes of Marketing research
43. Offering the product free or at a greatly reduced price.
Theater Tests
Samples
Consumer-Oriented Sales Promotions (Consumer Promotions)
1. Product Advertisements 2. Institutional Advertisements
44. 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.
Lead in paragraphs - interior paragraphs - trial close - and close
Media class
Limited-Service Agency
Pioneering
45. They use Retail Advertising because retail stores account for so much of the market
Clearance advertising (a special form of sale advertising)
Reminder Institutional
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Local Advertisers
46. A discount on each case ordered during a specific time period.
Case Allowance
Classified Advertising
cognitive dissonance
Participants in the marketing process
47. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Rating
Institutional Advertising
Exchange
Reach
48. Approaches to Post-Testing
Aided Recall
Coupons
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Pioneering Institutional
49. Where is the advertising and brand battle won or lost?
Institutional Advertising
Attitudes
Foreign Media
Message development - You must create a message that gets into the minds of the consumer and target audience
50. 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
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Pioneering Institutional
Aided Recall