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 consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
CB - The Consumer Decision Process
Reminder
Purposes of Marketing research


2. Measures the intensity of a media schedule - based on repeated exposures to the medium (important for memory) - effective frequency is considered somewhere between 'awareness' and 'overexposure'
BDI (Brand development index)
Frequency
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
Transit Advertising


3. Offering the product free or at a greatly reduced price.
Frequently use the word 'you'
Samples
CB - The Consumer Decision Process
Jury Tests


4. Stages of ad development
Positively originated (transformational) motives
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Recency planning


5. Time - place of sale - environment
Nonpersonal influences on consumer behavior
Product Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Outdoor Advertising (Billboard)


6. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Gross Ratings Points (GRPs)
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Samples
STP Marketing (Segmenting - Targeting - Positioning)


7. Forms of Institutional Advertisements
Institutional Advertising
creating a picture of the concept they want to convey
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
the more audience attention


8. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Vertical cooperative advertising
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Finance Allowance


9. Types of audience resonance

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183


10. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Foreign Media
Marketing research
Advocacy
Regular price-line advertising


11. Three Common Trade-Oriented Sales Promotions (Trade Promotions)

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183


12. Consumer needs - product development - assess effectiveness - financial planning and quality control
Permission-Based Advertising
Functions of Marketing research
Segmenting
Electronic Media


13. Forms of Product Advertising
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
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
Market research


14. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Brand loyalty
In-House Agencies
Digital Interactive Media
Brand interest


15. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Point-of-Purchase Displays
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Regular price-line advertising


16. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Reference groups
Pretests
Aided Recall
Outdoor Advertising (Billboard)


17. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Market research
Point-of-Purchase Displays
Media vehicle
Frequently use the word 'you'


18. What is the best way to grab attention in an ad?

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183


19. 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
Recency planning
kickers - boldface and italics
Clearance advertising (a special form of sale advertising)
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency


20. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Merchandise Allowance
Transit Advertising (Bus - taxi - and subway advertising)
Participants in the marketing process
Functions of Marketing research


21. What are the kinds of copy you can have in an ad?
funny ads - but not always for the right reasons
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Message development - You must create a message that gets into the minds of the consumer and target audience
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy


22. Scare the consumer into action
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
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)
Local Advertisers
Cost per Thousand (CPM)


23. Is an individual's openness or curiosity about a brand
BDI (Brand development index)
Opinion leaders
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Brand interest


24. Three Common Discounts and Allowances
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Transit Advertising (Bus - taxi - and subway 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
Print Media


25. Merchandise offered free or at a significant discount.
Premiums
Outdoor Advertising (Billboard)
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Sounds that are familiar


26. Studies such as controlled experiments and consumer purchase tests.
Market research
Opinion leaders
Cooperative Advertising
Sales Tests


27. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Place-Based Media
CPM
Purposes of Marketing research
Nonpersonal influences on consumer behavior


28. Information gathered about a particular market or market segment
Market research
International Media
1. Product Advertisements 2. Institutional Advertisements
Pulse (Burst) Schedule


29. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183


30. Duration of an advertising message or campaign over a given period of time - sustains memory
Continuity
1. Product Advertisements 2. Institutional Advertisements
the more audience attention
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


31. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Rating
Post-Tests
funny ads - but not always for the right reasons
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


32. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Lead in paragraphs - interior paragraphs - trial close - and close
Case Allowance
Cooperative Advertising
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important


33. Form - task - possession - time - place utility
Point-of-Purchase Displays
Vertical cooperative advertising
Functional needs
Merchandise Allowance


34. Markets are segmented - products are positioned
creating a picture of the concept they want to convey
Cooperative Advertising
Participants in the marketing process
Segmenting


35. 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)
audience - ad message itself - communications media - and the product concept
Classified Advertising
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Publicity Tools


36. Affective Association

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183


37. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
CPM-TM
Flighting (Intermittent) Schedule
Direct Mail Advertising
Loyalty Programs


38. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Product Advertising
CPM
Positively originated (transformational) motives


39. Sales promotions that offer a discounted price to the consumer - which encourage trial.
CPM
Reach
Perception
Coupons


40. 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.
Brand loyalty
Unaided Recall
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Rich Media


41. What are the principles of design?
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
Reference groups
Continuity
audience - ad message itself - communications media - and the product concept


42. Simply the percentage of homes exposed to an advertising media
Deals
Rating
Transit Advertising
Brand interest


43. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Transit Advertising
Reference groups
Full-Service Agency
Competitive Institutional


44. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
Publicity Tools
Reach
Continuous (Steady) Schedule


45. Party Responsible for Carrying Out Advertising Program
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Full-Service Agency
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


46. 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
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Functions of Marketing research
Product Advertising
Electronic Media


47. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Pretests
Consumer-Oriented Sales Promotions (Consumer Promotions)
Cooperative
Reference groups


48. Promote brand recall
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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
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
Flighting (Intermittent) Schedule


49. Define the brand image
kickers - boldface and italics
CPM-TM
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important


50. Some methods for scheduling media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Unaided Recall
Print Media