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Advertising
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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. 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.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Deals
Attitude Tests
Media vehicle
2. Offering the product free or at a greatly reduced price.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
STP Marketing (Segmenting - Targeting - Positioning)
Samples
3. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Reach
Jury Tests
Case Allowance
Place-Based Media
4. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Buyer Turnover
Institutional Advertising
Competitive Institutional
Attitudes
5. Tests used to test ad alternatives.
Pretests
Comparative
Portfolio Tests
Reminder Institutional
6. People we try to emulate or whose approval concerns us
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
Reference groups
Comparative
7. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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8. 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
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
Print Media
Institutional Advertisements
9. Made up of the company's own advertising staff. They may provide full services or limited services.
In-House Agencies
funny ads - but not always for the right reasons
Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
10. Duration of an advertising message or campaign over a given period of time - sustains memory
Continuity
Theater Tests
cognitive dissonance
Contests
11. How often new buyers enter the market to buy the product.
Buyer Turnover
Post-Tests
Nonpersonal influences on consumer behavior
Regular price-line advertising
12. Where is the advertising and brand battle won or lost?
Message development - You must create a message that gets into the minds of the consumer and target audience
Product Advertisements
Perception
Exchange
13. 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.
Pioneering Institutional
Sweepstakes
kickers - boldface and italics
Sales Advertising
14. Advertisements that tell people what a product is - what it can do - and where it can be found.
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
Sales Advertising
Pioneering
Sounds that are familiar
15. 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
Transit Advertising (Bus - taxi - and subway advertising)
Electronic Media
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
16. 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.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Perception
Regular price-line advertising
Contests
17. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Pulse (Burst) Schedule
Competitive
Post-Tests
Marketing research
18. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Reminder Institutional
Cooperative
Forgetting Rate
Exchange
19. Content advertising
Pretests
Attitude Tests
audience - ad message itself - communications media - and the product concept
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
20. Define the brand image
Rebates
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
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
Portfolio Tests
21. The average number of times a person in the target audience is exposed to an ad.
Frequency
Rossiter & Percy's Fundamental Motives
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Functions of Marketing research
22. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Functions of Marketing research
Samples
Continuous (Steady) Schedule
23. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Post-Tests
Frequency
Finance Allowance
Perception
24. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Brand loyalty
Transit Advertising (Bus - taxi - and subway advertising)
Rating
Cooperative Advertising
25. Influencing the brand choice of consumers who are 'ready to buy'
Ones with fewer words
Recency planning
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
Market research
26. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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27. What are the kinds of copy you can have in an ad?
Premiums
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Functional needs
Limited-Service Agency
28. What are the types of headlines?
Purposes of Marketing research
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Pretests
29. Allow the audience to participate actively & immediately
Interpersonal influences on consumer behavior
Digital Interactive Media
Media class
Comparative
30. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
STP Marketing (Segmenting - Targeting - Positioning)
Frequently use the word 'you'
creating a picture of the concept they want to convey
Exchange
31. Form - task - possession - time - place utility
Sweepstakes
Continuous (Steady) Schedule
Functional needs
Classified Advertising
32. What kind of ads are most often remembered?
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
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
funny ads - but not always for the right reasons
STP Marketing (Segmenting - Targeting - Positioning)
33. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Cooperative
Rebates
Outdoor Advertising (Billboard)
Product Placement
34. Types of audience resonance
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35. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Full-Service Agency
Theater Tests
Brand interest
Cooperative
36. 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
Brand loyalty
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
37. 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
Case Allowance
Functions of Marketing research
Full-Service Agency
Positively originated (transformational) motives
38. Information gathered about a particular market or market segment
Brand loyalty
Market research
Opinion leaders
Participants in the marketing process
39. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Media class
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
International Media
Unaided Recall
40. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Theater Tests
Gross Ratings Points (GRPs)
Reachxfrequency
Outdoor Advertising (Billboard)
41. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Functional needs
Media class
Classified Advertising
Ad research
42. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuous (Steady) Schedule
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
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
43. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Direct Mail Advertising
Forgetting Rate
1. Product Advertisements 2. Institutional Advertisements
CPM-TM
44. Ads used for announcements about what a company is - what it can do - and where it is located.
Segmenting
Pioneering Institutional
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Sales Advertising
45. What are the types of subheads?
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
Frequently use the word 'you'
Brand interest
kickers - boldface and italics
46. Scare the consumer into action
Media vehicle
funny ads - but not always for the right reasons
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)
Local Advertisers
47. Promote brand recall
Unaided Recall
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
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
48. 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.
Sounds that are familiar
Permission-Based Advertising
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)
Cost per Thousand (CPM)
49. 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.
cognitive dissonance
CPM-TM
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Limited-Service Agency
50. 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'
Pulse (Burst) Schedule
Media class
Full-Service Agency
Frequency
Can you answer 50 questions in 15 minutes?
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