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Advertising
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Study First
Subject
:
business-skills
Instructions:
Answer 50 questions in 15 minutes.
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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. Content advertising
Point-of-Purchase Displays
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)
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Unaided Recall
2. A discount on each case ordered during a specific time period.
Nonpersonal influences on consumer behavior
Case Allowance
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
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
3. 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
BDI (Brand development index)
Participants in the marketing process
Clearance advertising (a special form of sale advertising)
Product Placement
4. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Cost per Thousand (CPM)
Horizontal cooperative advertising
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Product Placement
5. 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
Rating
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Electronic Media
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
6. Advertisements focused on selling a product or service
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Habits
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
Product Advertisements
7. What is the best way to grab attention in an ad?
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8. Promote brand recall
Recency planning
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
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
9. Stages of ad development
Transit Advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Brand interest
Local Advertisers
10. 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)
Recency planning
Classified Advertising
Message development - You must create a message that gets into the minds of the consumer and target audience
Perception
11. What are the principles of design?
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
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
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
Ones with fewer words
12. A positive bonus is promised rather than the removal or reduction of some negative situation. The 3 positively originated motives- sensory gratification - intellectual stimulation - & social approval
Positively originated (transformational) motives
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Nonpersonal influences on consumer behavior
13. Firms in the same business (real-estate agents - insurance agents - pharmacies - car dealers - or travel agents) or in the same part of town advertise jointly
Horizontal cooperative advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Participants in the marketing process
14. Advertising used to reinforce previous knowledge of a product.
Merchandise Allowance
Reminder
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Consumer-Oriented Sales Promotions (Consumer Promotions)
15. Joining together in a consistent manner everything that communicates with customers
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Integrated Marketing Communications
Case Allowance
Electronic Media
16. Some methods for scheduling media
Sales Advertising
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
17. Define the brand image
Purchase Frequency
1. Product Advertisements 2. Institutional Advertisements
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Point-of-Purchase Displays
18. What are the function of headlines?
Portfolio Tests
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
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
Point-of-Purchase Displays
19. Is the products ability to satisfy both functional needs & symbolic wants
Utility
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Buyer Turnover
Marketing research
20. Advertising that promotes a specific brand's features and benefits.
Transit Advertising (Bus - taxi - and subway advertising)
Competitive
Point-of-Purchase Displays
Jury Tests
21. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Flighting (Intermittent) Schedule
Pretests
Rating
Transit Advertising
22. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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23. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
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
Coupons
Allowances and Discounts
24. Studies such as controlled experiments and consumer purchase tests.
Cooperative
Rossiter & Percy's Fundamental Motives
Sales Tests
Premiums
25. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cost per Thousand (CPM)
Brand loyalty
Negatively originated (informational) motives
Publicity Tools
26. Allow the audience to participate actively & immediately
Digital Interactive Media
Continuous (Steady) Schedule
Allowances and Discounts
Rating
27. Elements of an advertising message
audience - ad message itself - communications media - and the product concept
Full-Service Agency
Sweepstakes
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
28. Time - place of sale - environment
Nonpersonal influences on consumer behavior
Ones with fewer words
Brand loyalty
Attitude Tests
29. Transform consumption experience
Consumer-Oriented Sales Promotions (Consumer Promotions)
Direct Mail Advertising
Flighting (Intermittent) Schedule
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
30. Ads on the interior and exterior of busses - subways - and taxis.
Electronic Media
Reach
Transit Advertising
Recency planning
31. They use Retail Advertising because retail stores account for so much of the market
thumbnails - roughs - dummies - comprehensives (elaborate draft)
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
Reach
Local Advertisers
32. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Pioneering
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
STP Marketing (Segmenting - Targeting - Positioning)
Reachxfrequency
33. Offering the product free or at a greatly reduced price.
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Unaided Recall
Functional needs
Samples
34. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Interpersonal influences on consumer behavior
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
Limited-Service Agency
BDI (Brand development index)
35. What are the types of headlines?
Jury Tests
Aided Recall
CB - The Consumer Decision Process
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
36. Gathering - recording - and analyzing new information to help managers make marketing decisions
Purchase Frequency
Allowances and Discounts
Perception
Marketing research
37. 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
Rebates
Reach
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
38. 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.
Competitive Institutional
Deals
Frequency
Product Advertisements
39. Ads in magazines can be strategically placed in these places...
thumbnails - roughs - dummies - comprehensives (elaborate draft)
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Premiums
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
40. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
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
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Pulse (Burst) Schedule
Attitudes
41. The manufacturer provides the complete ads & shares the cost of the advertising time or space
audience - ad message itself - communications media - and the product concept
Vertical cooperative advertising
Functional needs
Product Advertising
42. Broad category of media - such as television - radio or newspaper
Cooperative Advertising
Media class
Purchase Frequency
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
43. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Frequency
Pretests
International Media
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
44. What are the types of Formatting the Body Copy?
Vertical cooperative advertising
Sounds that are familiar
Lead in paragraphs - interior paragraphs - trial close - and close
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
45. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Reachxfrequency
Maslow's hierarchy of needs theory of motivation based on unmet human needs
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Participants in the marketing process
46. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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47. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
audience - ad message itself - communications media - and the product concept
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
Finance Allowance
cognitive dissonance
48. Made up of the company's own advertising staff. They may provide full services or limited services.
Sales Advertising
In-House Agencies
Regular price-line advertising
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
49. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
Consumer-Oriented Sales Promotions (Consumer Promotions)
Ad research
Finance Allowance
50. How often new buyers enter the market to buy the product.
Opinion leaders
1. Product Advertisements 2. Institutional Advertisements
Buyer Turnover
Media vehicle
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