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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. Family - society - reference groups - opinion leaders
Direct Mail Advertising
Interpersonal influences on consumer behavior
Nonpersonal influences on consumer behavior
Pioneering
2. Simply the percentage of homes exposed to an advertising media
Rating
Brand interest
Message development - You must create a message that gets into the minds of the consumer and target audience
Classified Advertising
3. Visualization/conceptualization
Digital Interactive Media
creating a picture of the concept they want to convey
Direct Mail Advertising
Institutional Advertising
4. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing 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
funny ads - but not always for the right reasons
Participants in the marketing process
5. People we try to emulate or whose approval concerns us
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Product Placement
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
Reference groups
6. Forms of Institutional Advertisements
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
Portfolio Tests
Clearance advertising (a special form of sale advertising)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
7. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Purposes of Marketing research
Publicity Tools
Media class
STP Marketing (Segmenting - Targeting - Positioning)
8. 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)
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Classified Advertising
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Merchandise Allowance
9. Situate the brand socially
Buyer Turnover
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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
Loyalty Programs
10. Cost of media buy/targeted audienceX1 - 000
Reference groups
CPM-TM
Jury Tests
Attitude Tests
11. What does the layout of an ad consist of?
Participants in the marketing process
International Media
Samples
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
12. Placing items on sale and offering two-for-one specials of other deals
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Sounds that are familiar
Sales Advertising
Forgetting Rate
13. Promote brand recall
Transit Advertising
BDI (Brand development index)
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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
14. A discount on each case ordered during a specific time period.
Case Allowance
Digital Interactive Media
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Contests
15. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Publicity Tools
Ones with fewer words
Regular price-line advertising
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
16. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
International Media
Horizontal cooperative advertising
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Habits
17. The greater size of an ad illustration...
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Recency planning
the more audience attention
Functional needs
18. Gross rating points =
Sales Advertising
Purposes of Marketing research
Ad research
Reachxfrequency
19. Common Advertising Appeals
Permission-Based Advertising
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Functions of Marketing research
Perception
20. 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.
Jury Tests
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Message development - You must create a message that gets into the minds of the consumer and target audience
Point-of-Purchase Displays
21. Some methods for scheduling media
Segmenting
audience - ad message itself - communications media - and the product concept
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Aided Recall
22. Value of Promotion
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Aided Recall
23. Types of Advertisements
1. Product Advertisements 2. Institutional Advertisements
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
Lead in paragraphs - interior paragraphs - trial close - and close
CPM
24. Indicates the sales potential of a particular brand in a specific market area = percent of the brand's total U.S sales in the area/Percent of total U.S population in the areaX100
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
BDI (Brand development index)
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
Reachxfrequency
25. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
Reach
Place-Based Media
Frequency
26. Information gathered about a particular market or market segment
Frequency
Sales Tests
Digital Interactive Media
Market research
27. The feelings of doubt and concern after a purchase is made. dissonance increases when: (1) the purchase price is high (2) there are many close alternatives (3) the item is intangible (4) the purchase is important (5) the item purchased lasts a long
Place-Based Media
cognitive dissonance
Continuity
Trade-Oriented Sales Promotions (Trade Promotions)
28. 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
Rebates
Attitudes
Case Allowance
29. Affective Association
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30. Allow the audience to participate actively & immediately
Digital Interactive Media
Media class
Point-of-Purchase Displays
CPM-TM
31. Customer's perception of product/service; sometimes advertisers need to change those perceptions. As well as seller's perception of customer's needs - wants - objectives.
Perception
Continuous (Steady) Schedule
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
Participants in the marketing process
32. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
Case Allowance
Product Placement
Utility
33. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Jury Tests
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
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
34. Is the products ability to satisfy both functional needs & symbolic wants
audience - ad message itself - communications media - and the product concept
Sales Tests
Utility
Cost per Thousand (CPM)
35. Persuade the customer
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
Aided Recall
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
CB - The Consumer Decision Process
36. 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.
Product Advertising
In-House Agencies
Sweepstakes
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
37. 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
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Negatively originated (informational) motives
Finance Allowance
Competitive
38. Reach (% of total market) x Frequency
Outdoor Advertising (Billboard)
Inquiry Tests
Perception
Gross Ratings Points (GRPs)
39. 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)
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Perception
Deals
40. Party Responsible for Carrying Out Advertising Program
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
CPM-TM
Recency planning
Samples
41. Content advertising
Place-Based Media
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
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)
42. Time - place of sale - environment
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
Coupons
Nonpersonal influences on consumer behavior
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
43. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Clearance advertising (a special form of sale advertising)
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Ad research
Positively originated (transformational) motives
44. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cost per Thousand (CPM)
BDI (Brand development index)
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
45. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Lead in paragraphs - interior paragraphs - trial close - and close
Place-Based Media
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Flighting (Intermittent) Schedule
46. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Participants in the marketing process
kickers - boldface and italics
Institutional Advertisements
Brand interest
47. 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.
Message development - You must create a message that gets into the minds of the consumer and target audience
Continuous (Steady) Schedule
funny ads - but not always for the right reasons
Unaided Recall
48. 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.
Interpersonal influences on consumer behavior
Competitive Institutional
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
Institutional Advertisements
49. The average number of times a person in the target audience is exposed to an ad.
the more audience attention
Frequency
Frequently use the word 'you'
Media vehicle
50. 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
Recency planning
Frequently use the word 'you'
Advocacy
Reach