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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. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Rating
Sounds that are familiar
Foreign Media
Allowances and Discounts
2. 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.
Finance Allowance
Limited-Service Agency
Local Advertisers
Interpersonal influences on consumer behavior
3. 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
Product Advertisements
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Outdoor Advertising (Billboard)
4. Factors of Scheduling Advertising
Continuity
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Message development - You must create a message that gets into the minds of the consumer and target audience
Finance Allowance
5. 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
Regular price-line advertising
Transit Advertising
Print Media
6. The average number of times a person in the target audience is exposed to an ad.
Pulse (Burst) Schedule
CB - The Consumer Decision Process
Frequency
Media class
7. Offering the product free or at a greatly reduced price.
Samples
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
Attitudes
Maslow's hierarchy of needs theory of motivation based on unmet human needs
8. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Print Media
Message development - You must create a message that gets into the minds of the consumer and target audience
Attitude Tests
9. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Advocacy
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
Rich Media
Habits
10. Situate the brand socially
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
Finance 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
Samples
11. What does the layout of an ad consist of?
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Pretests
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
12. What are the types of headlines?
Premiums
Regular price-line advertising
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Product Advertising
13. What kind of ads are most often remembered?
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Electronic Media
Premiums
funny ads - but not always for the right reasons
14. 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'
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
Competitive
Integrated Marketing Communications
15. Types of Advertisements
Pretests
Purchase Frequency
1. Product Advertisements 2. Institutional Advertisements
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
16. Approaches to Post-Testing
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Purposes of Marketing research
Lead in paragraphs - interior paragraphs - trial close - and close
17. Is our acquired mental position regarding some idea or object
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Reach
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Attitudes
18. Reach (% of total market) x Frequency
Media class
Reminder Institutional
Gross Ratings Points (GRPs)
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)
19. Advertising used to reinforce previous knowledge of a product.
Recency planning
Reminder Institutional
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Reminder
20. To make room for new product lines or new models and to get rid of slow-moving lines - floor samples - broken or distressed merchandise - or out of season items
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
Clearance advertising (a special form of sale advertising)
Purchase Frequency
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
21. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Loyalty Programs
Direct Mail Advertising
Sales Tests
In-House Agencies
22. 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.
Advocacy
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Sweepstakes
Perception
23. Merchandise offered free or at a significant discount.
Premiums
In-House Agencies
Gross Ratings Points (GRPs)
Participants in the marketing process
24. Some methods for scheduling media
Permission-Based Advertising
Competitive Institutional
Classified Advertising
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
25. Is an individual's openness or curiosity about a brand
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Electronic Media
Vertical cooperative advertising
Brand interest
26. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Merchandise Allowance
Flighting (Intermittent) Schedule
Rich Media
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
27. 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.
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
Rich Media
Permission-Based Advertising
Horizontal cooperative advertising
28. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Jury Tests
Vertical cooperative advertising
Participants in the marketing process
Market research
29. A discount on each case ordered during a specific time period.
Transit Advertising (Bus - taxi - and subway advertising)
Marketing research
Product Placement
Case Allowance
30. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Brand interest
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Horizontal cooperative advertising
Publicity Tools
31. Advertising showing one brand's strengths relative to its competitors.
Comparative
Media vehicle
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Contests
32. 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.
Deals
Inquiry Tests
Rating
kickers - boldface and italics
33. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuous (Steady) Schedule
Frequency
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
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
34. Tests used to test ad alternatives.
Portfolio Tests
Classified Advertising
Interpersonal influences on consumer behavior
Institutional Advertisements
35. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Direct Mail Advertising
Cooperative Advertising
Rossiter & Percy's Fundamental Motives
Reach
36. Form - task - possession - time - place utility
Functional needs
Flighting (Intermittent) Schedule
International Media
Positively originated (transformational) motives
37. Party Responsible for Carrying Out Advertising Program
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Frequency
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Continuity
38. Time - place of sale - environment
the more audience attention
Sales Tests
Nonpersonal influences on consumer behavior
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
39. What are the standard subjects for ad visuals?
Case Allowance
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
Point-of-Purchase Displays
40. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
Sales Tests
Sweepstakes
Institutional Advertising
41. Consumer needs - product development - assess effectiveness - financial planning and quality control
Flighting (Intermittent) Schedule
Functions of Marketing research
Samples
Transit Advertising
42. Informs consumers about services or merchandise offered at regular prices
Regular price-line advertising
Outdoor Advertising (Billboard)
Media vehicle
Perception
43. Advertising that promotes a specific brand's features and benefits.
Participants in the marketing process
Competitive
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Regular price-line advertising
44. Evaluation process conducted before the ads are in place to determine whether the ad communicates the intended message or to select among alternative versions of the ad.
Pulse (Burst) Schedule
Trade-Oriented Sales Promotions (Trade Promotions)
Pretests
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
45. 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
Merchandise Allowance
Horizontal cooperative advertising
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Negatively originated (informational) motives
46. What is the best way to grab attention in an ad?
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47. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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48. What kinds of ads resonate more?
Ones with fewer words
Reminder Institutional
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
Perception
49. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Habits
Finance Allowance
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
Permission-Based Advertising
50. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
Regular price-line advertising
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
Electronic Media
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