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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. Situate the brand socially
Ad research
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
Sales Tests
2. Sales promotions that offer a discounted price to the consumer - which encourage trial.
funny ads - but not always for the right reasons
Pioneering
Coupons
Maslow's hierarchy of needs theory of motivation based on unmet human needs
3. Form - task - possession - time - place utility
Finance Allowance
Sales Tests
Rating
Functional needs
4. 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.
Reminder Institutional
Jury Tests
CPM
Premiums
5. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Cooperative
Sweepstakes
Habits
Recency planning
6. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Exchange
Segmenting
Interpersonal influences on consumer behavior
Classified Advertising
7. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Product Placement
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Pretests
Finance Allowance
8. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cost per Thousand (CPM)
CPM
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Horizontal cooperative advertising
9. 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
Reachxfrequency
Brand loyalty
Comparative
Clearance advertising (a special form of sale advertising)
10. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
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
Print Media
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
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
11. Tests used to test ad alternatives.
Portfolio Tests
Pretests
audience - ad message itself - communications media - and the product concept
Loyalty Programs
12. The more frequently a product is purchased - the less repetition is required.
Competitive Institutional
Lead in paragraphs - interior paragraphs - trial close - and close
Purchase Frequency
Place-Based Media
13. Offers the return of money based on proof of purchase.
Transit Advertising (Bus - taxi - and subway advertising)
Rebates
Contests
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
14. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Functional needs
In-House Agencies
Institutional Advertisements
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
15. The number of different people or households exposed to an ad.
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Flighting (Intermittent) Schedule
Reach
audience - ad message itself - communications media - and the product concept
16. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Ad research
Limited-Service Agency
Integrated Marketing Communications
audience - ad message itself - communications media - and the product concept
17. 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.
Pretests
funny ads - but not always for the right reasons
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)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
18. Ads on the interior and exterior of busses - subways - and taxis.
Case Allowance
Ones with fewer words
Transit Advertising
Functions of Marketing research
19. Types of Publicity Tools
Reachxfrequency
Trade-Oriented Sales Promotions (Trade Promotions)
Electronic Media
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
20. What is the best way to grab attention in an ad?
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21. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Rich Media
Habits
Point-of-Purchase Displays
Marketing research
22. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Institutional Advertising
Perception
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
funny ads - but not always for the right reasons
23. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Participants in the marketing process
Rossiter & Percy's Fundamental Motives
Sales Tests
Direct Mail Advertising
24. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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25. Forms of Product Advertising
Print Media
Ad research
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Cost per Thousand (CPM)
26. Party Responsible for Carrying Out Advertising Program
Integrated Marketing Communications
Transit Advertising
Deals
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
27. Define the brand image
Pretests
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Reachxfrequency
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
28. Consumer needs - product development - assess effectiveness - financial planning and quality control
Functions of Marketing research
Outdoor Advertising (Billboard)
Flighting (Intermittent) Schedule
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
29. Informs consumers about services or merchandise offered at regular prices
Transit Advertising
Regular price-line advertising
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Forgetting Rate
30. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Point-of-Purchase Displays
Cooperative Advertising
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
31. The speed which buyers forget the brand if advertising is not seen.
Forgetting Rate
Habits
Inquiry Tests
Print Media
32. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Attitude Tests
Frequently use the word 'you'
Transit Advertising (Bus - taxi - and subway advertising)
Integrated Marketing Communications
33. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Institutional Advertising
Permission-Based Advertising
BDI (Brand development index)
Opinion leaders
34. The percentage of households in a market that are tuned to a particular TV/radio show.
Cost per Thousand (CPM)
Rating
Functional needs
Sales Tests
35. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Finance Allowance
Pioneering Institutional
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Opinion leaders
36. Changing behavior by inducing anxiety
Pretests
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
kickers - boldface and italics
Rating
37. Merchandise offered free or at a significant discount.
1. Product Advertisements 2. Institutional Advertisements
Premiums
funny ads - but not always for the right reasons
Advocacy
38. Factors of Scheduling Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Institutional Advertising
the more audience attention
Post-Tests
39. What are the function of headlines?
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
Loyalty Programs
Cost per Thousand (CPM)
Sales Tests
40. Ads used for announcements about what a company is - what it can do - and where it is located.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Reach
Premiums
Pioneering Institutional
41. Types of audience resonance
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42. 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.
Theater Tests
Place-Based Media
Reachxfrequency
Competitive Institutional
43. Three Common Discounts and Allowances
Reachxfrequency
thumbnails - roughs - dummies - comprehensives (elaborate draft)
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. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
44. What are the types of Formatting the Body Copy?
Place-Based Media
Institutional Advertising
Lead in paragraphs - interior paragraphs - trial close - and close
Attitude Tests
45. Advertising used to reinforce previous knowledge of a product.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Permission-Based Advertising
Frequently use the word 'you'
Reminder
46. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
STP Marketing (Segmenting - Targeting - Positioning)
Direct Mail Advertising
Functional needs
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
47. 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
Product Placement
Foreign Media
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
48. A discount on each case ordered during a specific time period.
Case Allowance
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Reference groups
Ones with fewer words
49. Link key attributes to the brand name
Merchandise Allowance
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
Horizontal cooperative advertising
50. What are the standard subjects for ad visuals?
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
Point-of-Purchase Displays
Outdoor Advertising (Billboard)
Pretests