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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. 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.
International Media
Inquiry Tests
Reach
Rating
2. People we try to emulate or whose approval concerns us
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Reference groups
Allowances and Discounts
Product Advertisements
3. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Exchange
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Opinion leaders
Competitive
4. Informs consumers about services or merchandise offered at regular prices
Comparative
Positively originated (transformational) motives
Regular price-line advertising
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
5. 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'
Samples
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
Cooperative
6. Advertisements that tell people what a product is - what it can do - and where it can be found.
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Premiums
Pioneering
7. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Transit Advertising (Bus - taxi - and subway advertising)
Merchandise Allowance
Portfolio Tests
CPM-TM
8. The average number of times a person in the target audience is exposed to an ad.
Frequency
Product Advertisements
Perception
Transit Advertising (Bus - taxi - and subway advertising)
9. Ads that simply bring the company's name to the attention of its target market again.
Rich Media
Rating
Frequency
Reminder Institutional
10. Ads that state the position of a company on an issue.
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Pioneering Institutional
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Advocacy
11. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Competitive
Coupons
Classified Advertising
Cooperative
12. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Sales Advertising
Flighting (Intermittent) Schedule
Finance Allowance
Continuous (Steady) Schedule
13. The cost of reaching 1 - 000 individuals or households with the advertising message.
Product Advertisements
Attitudes
Jury Tests
Cost per Thousand (CPM)
14. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
International Media
Sweepstakes
Rebates
STP Marketing (Segmenting - Targeting - Positioning)
15. What are the kinds of copy you can have in an ad?
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Pretests
Segmenting
Product Advertising
16. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Reminder Institutional
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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Publicity Tools
17. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Deals
Opinion leaders
Merchandise Allowance
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
18. Approaches to Post-Testing
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Foreign 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
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
19. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Rich Media
Loyalty Programs
Coupons
Regular price-line advertising
20. 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.
Point-of-Purchase Displays
Attitude Tests
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
International Media
21. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Continuity
Cooperative Advertising
Sweepstakes
Purposes of Marketing research
22. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Reach
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)
23. Value of Promotion
Finance Allowance
Contests
Point-of-Purchase Displays
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
24. Is the products ability to satisfy both functional needs & symbolic wants
Reminder Institutional
Attitudes
the more audience attention
Utility
25. Some methods for scheduling media
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Deals
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Unaided Recall
26. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Horizontal cooperative advertising
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Product Advertising
Habits
27. Markets are segmented - products are positioned
Allowances and Discounts
Segmenting
Direct Mail Advertising
funny ads - but not always for the right reasons
28. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
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
Vertical cooperative advertising
Publicity Tools
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
29. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Point-of-Purchase Displays
Electronic Media
Product Advertisements
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
30. 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.
Merchandise Allowance
Permission-Based Advertising
Functions of Marketing research
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
31. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Segmenting
Classified Advertising
Consumer-Oriented Sales Promotions (Consumer Promotions)
Reach
32. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuous (Steady) Schedule
Foreign Media
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Media vehicle
33. 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.
Unaided Recall
Product Advertisements
cognitive dissonance
1. Product Advertisements 2. Institutional Advertisements
34. Simply the percentage of homes exposed to an advertising media
Attitude Tests
Ones with fewer words
Advocacy
Rating
35. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Sales Tests
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Pioneering Institutional
36. 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
Rebates
Electronic Media
Reminder
Permission-Based Advertising
37. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Permission-Based Advertising
Institutional Advertisements
Digital Interactive Media
Cost per Thousand (CPM)
38. 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
Positively originated (transformational) motives
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
CB - The Consumer Decision Process
Limited-Service Agency
39. Visualization/conceptualization
Regular price-line advertising
International Media
creating a picture of the concept they want to convey
cognitive dissonance
40. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Deals
Gross Ratings Points (GRPs)
CPM
41. Types of audience resonance
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42. Sales promotions that require participants to submit some kind of entry but are purely games of chance requiring no analytical or creative effort by the consumer.
Sweepstakes
Brand loyalty
Electronic Media
Product Advertising
43. Types of Advertisements
Rating
Deals
Horizontal cooperative advertising
1. Product Advertisements 2. Institutional Advertisements
44. The more frequently a product is purchased - the less repetition is required.
Rossiter & Percy's Fundamental Motives
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
Purchase Frequency
Ad research
45. Factors of Scheduling Advertising
Finance Allowance
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Allowances and Discounts
46. Define the brand image
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Negatively originated (informational) motives
Reminder
Frequently use the word 'you'
47. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Aided Recall
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Sweepstakes
Regular price-line advertising
48. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Ad research
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Horizontal cooperative advertising
Foreign Media
49. Duration of an advertising message or campaign over a given period of time - sustains memory
Recency planning
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Continuity
Rating
50. Stages of ad development
Participants in the marketing process
thumbnails - roughs - dummies - comprehensives (elaborate draft)
CPM-TM
visuals - headlines - subheads - body copy - slogan - seal - logo - signature