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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. 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
Habits
Nonpersonal influences on consumer behavior
Product Advertising
2. 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
Media vehicle
funny ads - but not always for the right reasons
Market research
Negatively originated (informational) motives
3. Displays that take the form of an advertising sign in high traffic areas of store aisles.
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
Reach
Rating
4. What are the positives to newspapers as a form of mass media?
Reach
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
Nonpersonal influences on consumer behavior
CB - The Consumer Decision Process
5. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Flighting (Intermittent) Schedule
Media class
Case Allowance
Theater Tests
6. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Full-Service Agency
Brand interest
Forgetting Rate
Reminder Institutional
7. 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
Competitive Institutional
Habits
Transit Advertising
CB - The Consumer Decision Process
8. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Institutional Advertising
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Media vehicle
Cooperative Advertising
9. What kind of ads are most often remembered?
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Cost per Thousand (CPM)
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
funny ads - but not always for the right reasons
10. Is the products ability to satisfy both functional needs & symbolic wants
Utility
Brand loyalty
Aided Recall
Frequently use the word 'you'
11. Promote brand recall
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Publicity Tools
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Brand loyalty
12. Is an individual's openness or curiosity about a brand
Cooperative
Competitive
Nonpersonal influences on consumer behavior
Brand interest
13. What do the most effective radio commercials use?
Deals
Sounds that are familiar
Local Advertisers
Recency planning
14. Ads that state the position of a company on an issue.
the more audience attention
Transit Advertising
Perception
Advocacy
15. Factors of Scheduling Advertising
Product Advertisements
Forgetting Rate
Publicity Tools
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
16. Changing behavior by inducing anxiety
CPM-TM
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
Classified Advertising
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
17. A discount on each case ordered during a specific time period.
Local Advertisers
Portfolio Tests
Case 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
18. Approaches to Post-Testing
Participants in the marketing process
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Functional needs
19. What are the principles of design?
Frequency
funny ads - but not always for the right reasons
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
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
20. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
Sales Tests
Premiums
Reach
21. What is the best way to grab attention in an ad?
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22. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Regular price-line advertising
Print Media
Trade-Oriented Sales Promotions (Trade Promotions)
Transit Advertising (Bus - taxi - and subway advertising)
23. Situate the brand socially
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
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
Permission-Based Advertising
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
24. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Outdoor Advertising (Billboard)
Unaided Recall
Transit Advertising (Bus - taxi - and subway advertising)
creating a picture of the concept they want to convey
25. Merchandise offered free or at a significant discount.
Consumer-Oriented Sales Promotions (Consumer Promotions)
the more audience attention
Premiums
Classified Advertising
26. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
Market research
Media vehicle
Opinion leaders
27. Elements of an advertising message
Classified Advertising
Frequency
audience - ad message itself - communications media - and the product concept
Product Advertising
28. Broad category of media - such as television - radio or newspaper
Media class
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
In-House Agencies
29. The speed which buyers forget the brand if advertising is not seen.
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)
Clearance advertising (a special form of sale advertising)
Inquiry Tests
Forgetting Rate
30. Tests used to test ad alternatives.
Competitive
Portfolio Tests
Continuity
Negatively originated (informational) motives
31. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Comparative
Exchange
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Reminder Institutional
32. Duration of an advertising message or campaign over a given period of time - sustains memory
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
International Media
Continuity
Opinion leaders
33. What kinds of ads resonate more?
Classified Advertising
Cooperative
Ones with fewer words
Rating
34. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Rating
Brand loyalty
Reference groups
35. Family - society - reference groups - opinion leaders
Media class
Sales Tests
Interpersonal influences on consumer behavior
Buyer Turnover
36. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Finance Allowance
Attitudes
Nonpersonal influences on consumer behavior
thumbnails - roughs - dummies - comprehensives (elaborate draft)
37. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Nonpersonal influences on consumer behavior
Purchase Frequency
Permission-Based Advertising
Post-Tests
38. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Competitive
Samples
Trade-Oriented Sales Promotions (Trade Promotions)
39. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
Pioneering
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Post-Tests
40. Three Common Discounts and Allowances
Integrated Marketing Communications
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Segmenting
Exchange
41. Offers the return of money based on proof of purchase.
Negatively originated (informational) motives
Sales Advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Rebates
42. The number of different people or households exposed to an ad.
Reach
Reference groups
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Local Advertisers
43. What are the standard subjects for ad visuals?
1. Product Advertisements 2. Institutional Advertisements
Positively originated (transformational) motives
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
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
44. 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
Post-Tests
Advocacy
Positively originated (transformational) motives
Clearance advertising (a special form of sale advertising)
45. Placing items on sale and offering two-for-one specials of other deals
Trade-Oriented Sales Promotions (Trade Promotions)
Place-Based Media
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Sales Advertising
46. Scare the consumer into action
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)
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Pulse (Burst) Schedule
Message development - You must create a message that gets into the minds of the consumer and target audience
47. Reach (% of total market) x Frequency
Ad research
Digital Interactive Media
Gross Ratings Points (GRPs)
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
48. Joining together in a consistent manner everything that communicates with customers
Integrated Marketing Communications
CPM-TM
Opinion leaders
Sales Tests
49. 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.
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Pretests
Sales Advertising
50. Advertisements focused on selling a product or service
Deals
Gross Ratings Points (GRPs)
Forgetting Rate
Product Advertisements