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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. Is the products ability to satisfy both functional needs & symbolic wants
Horizontal cooperative advertising
Utility
Segmenting
Case Allowance
2. Informs consumers about services or merchandise offered at regular prices
Purchase Frequency
Rich Media
Regular price-line advertising
Jury Tests
3. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Unaided Recall
Habits
Participants in the marketing process
Rebates
4. Types of Publicity Tools
Functional needs
Digital Interactive Media
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
5. Elements of an advertising message
Pulse (Burst) Schedule
audience - ad message itself - communications media - and the product concept
Nonpersonal influences on consumer behavior
Competitive Institutional
6. 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
Reach
Product Placement
Frequently use the word 'you'
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
7. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Institutional Advertising
Finance Allowance
1. Product Advertisements 2. Institutional Advertisements
8. Gross rating points =
Rating
kickers - boldface and italics
Reachxfrequency
Post-Tests
9. 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'
Foreign Media
Recency planning
1. Product Advertisements 2. Institutional Advertisements
Frequency
10. What kind of ads are most often remembered?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Comparative
funny ads - but not always for the right reasons
BDI (Brand development index)
11. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
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
Exchange
12. Where is the advertising and brand battle won or lost?
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Participants in the marketing process
Buyer Turnover
Message development - You must create a message that gets into the minds of the consumer and target audience
13. Transform consumption experience
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Regular price-line advertising
Direct Mail Advertising
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
14. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Theater Tests
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)
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
kickers - boldface and italics
15. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Post-Tests
Competitive
Regular price-line advertising
In-House Agencies
16. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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17. What kinds of ads resonate more?
Ones with fewer words
Nonpersonal influences on consumer behavior
Utility
Trade-Oriented Sales Promotions (Trade Promotions)
18. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
BDI (Brand development index)
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Publicity Tools
19. Broad category of media - such as television - radio or newspaper
Pioneering
Trade-Oriented Sales Promotions (Trade Promotions)
Jury Tests
Media class
20. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
Functions of Marketing research
Rich Media
Utility
21. Three Common Discounts and Allowances
Finance Allowance
Lead in paragraphs - interior paragraphs - trial close - and close
Functions of Marketing research
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
22. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Print Media
Forgetting Rate
Portfolio Tests
Place-Based Media
23. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Limited-Service Agency
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
Coupons
24. Reach (% of total market) x Frequency
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
Sales Advertising
Aided Recall
Gross Ratings Points (GRPs)
25. Cost of media buy/targeted audienceX1 - 000
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Brand loyalty
CPM-TM
bleed pages - inserts - covers - front - inside front - inside back - and outside back
26. Offers the return of money based on proof of purchase.
Rebates
Gross Ratings Points (GRPs)
Rating
Point-of-Purchase Displays
27. A discount on each case ordered during a specific time period.
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Flighting (Intermittent) Schedule
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
Case Allowance
28. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Perception
Cost per Thousand (CPM)
Place-Based Media
Purchase Frequency
29. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Full-Service Agency
Pretests
Attitude Tests
Reach
30. The percentage of households in a market that are tuned to a particular TV/radio show.
Integrated Marketing Communications
Flighting (Intermittent) Schedule
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Rating
31. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Publicity Tools
Comparative
Purposes of Marketing research
Point-of-Purchase Displays
32. Forms of Institutional Advertisements
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
Negatively originated (informational) motives
Cost per Thousand (CPM)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
33. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Flighting (Intermittent) Schedule
Case Allowance
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Outdoor Advertising (Billboard)
34. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Nonpersonal influences on consumer behavior
Cooperative Advertising
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
Opinion leaders
35. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Reach
Frequency
36. Duration of an advertising message or campaign over a given period of time - sustains memory
Rating
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Continuity
Regular price-line advertising
37. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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38. What are the positives to newspapers as a form of mass media?
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
Positively originated (transformational) motives
Frequency
Reminder
39. 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
Negatively originated (informational) motives
Pioneering
Participants in the marketing process
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
40. What are the types of headlines?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Utility
Foreign Media
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
41. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Aided Recall
Transit Advertising
Merchandise Allowance
Rating
42. Some methods for scheduling media
kickers - boldface and italics
Sounds that are familiar
Functional needs
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
43. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Pulse (Burst) Schedule
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Purposes of Marketing research
BDI (Brand development index)
44. 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
Vertical cooperative 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
cognitive dissonance
Permission-Based Advertising
45. 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
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
Functional needs
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)
46. What are the types of subheads?
Product Advertising
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Premiums
kickers - boldface and italics
47. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Foreign Media
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Full-Service Agency
bleed pages - inserts - covers - front - inside front - inside back - and outside back
48. Specializes in one aspect of the advertising process such as creative services to develop the advertising copy - buying previously un-purchased media - or providing internet services.
Limited-Service Agency
Electronic Media
Message development - You must create a message that gets into the minds of the consumer and target audience
Regular price-line advertising
49. Allow the audience to participate actively & immediately
Reach
Digital Interactive Media
Case Allowance
Pioneering Institutional
50. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Samples
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Frequency
Allowances and Discounts