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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
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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. Elements of an advertising message
International Media
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
Digital Interactive Media
audience - ad message itself - communications media - and the product concept
2. Types of Publicity Tools
Lead in paragraphs - interior paragraphs - trial close - and close
International Media
Pulse (Burst) Schedule
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
3. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Reference groups
International Media
Functions of Marketing research
Pulse (Burst) Schedule
4. Information gathered about a particular market or market segment
Jury Tests
audience - ad message itself - communications media - and the product concept
Point-of-Purchase Displays
Market research
5. Forms of Institutional Advertisements
Rebates
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
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
thumbnails - roughs - dummies - comprehensives (elaborate draft)
6. Affective Association
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7. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
Direct Mail Advertising
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Competitive Institutional
8. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Pulse (Burst) Schedule
Electronic Media
Reach
Opinion leaders
9. The speed which buyers forget the brand if advertising is not seen.
Transit Advertising
Pioneering Institutional
Marketing research
Forgetting Rate
10. Situate the brand socially
Lead in paragraphs - interior paragraphs - trial close - and close
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Inquiry Tests
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
11. Merchandise offered free or at a significant discount.
Buyer Turnover
Purchase Frequency
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
Premiums
12. Allow the audience to participate actively & immediately
Ad research
Reachxfrequency
Digital Interactive Media
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
13. The number of different people or households exposed to an ad.
Local Advertisers
Sounds that are familiar
Point-of-Purchase Displays
Reach
14. 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
1. Product Advertisements 2. Institutional Advertisements
In-House Agencies
Frequency
15. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
Ones with fewer words
Sales Advertising
Limited-Service Agency
16. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Digital Interactive Media
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Consumer-Oriented Sales Promotions (Consumer Promotions)
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
17. Gathering - recording - and analyzing new information to help managers make marketing decisions
Competitive
Marketing research
Samples
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
18. Transform consumption experience
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
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
Publicity Tools
Marketing research
19. What are the function of headlines?
Reminder Institutional
Premiums
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
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
20. Placing items on sale and offering two-for-one specials of other deals
CB - The Consumer Decision Process
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
Sales Advertising
Outdoor Advertising (Billboard)
21. Cost of media buy/targeted audienceX1 - 000
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
CPM-TM
Gross Ratings Points (GRPs)
Reach
22. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Coupons
Functions of Marketing research
Product Advertisements
Frequently use the word 'you'
23. People we try to emulate or whose approval concerns us
Vertical cooperative advertising
Participants in the marketing process
Reference groups
Clearance advertising (a special form of sale advertising)
24. What are the types of headlines?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Positively originated (transformational) motives
Rebates
25. Ads that state the position of a company on an issue.
Segmenting
Advocacy
Place-Based Media
Rating
26. Interactive online advertising.
Participants in the marketing process
Rich Media
Maslow's hierarchy of needs theory of motivation based on unmet human needs
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
27. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Pioneering
Buyer Turnover
Rossiter & Percy's Fundamental Motives
Contests
28. Advertising that promotes a specific brand's features and benefits.
Recency planning
Competitive
Rating
Rossiter & Percy's Fundamental Motives
29. Three Approaches to Setting Advertising Schedules
Classified Advertising
Sounds that are familiar
Horizontal cooperative advertising
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
30. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Transit Advertising (Bus - taxi - and subway advertising)
Segmenting
Functions of Marketing research
Finance Allowance
31. A discount on each case ordered during a specific time period.
the more audience attention
Consumer-Oriented Sales Promotions (Consumer Promotions)
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Case Allowance
32. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Rossiter & Percy's Fundamental Motives
Cooperative
Sales Tests
Reachxfrequency
33. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising
Print Media
Reach
1. Product Advertisements 2. Institutional Advertisements
34. Made up of the company's own advertising staff. They may provide full services or limited services.
Competitive
Limited-Service Agency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
In-House Agencies
35. 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.
Place-Based Media
Jury Tests
Horizontal cooperative advertising
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
36. Forms of Product Advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
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
Pulse (Burst) Schedule
37. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
Rossiter & Percy's Fundamental Motives
Habits
Purposes of Marketing research
38. 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.
Vertical cooperative advertising
Attitude Tests
Finance Allowance
Permission-Based Advertising
39. Offers the return of money based on proof of purchase.
Publicity Tools
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Jury Tests
Rebates
40. Persuade the customer
Contests
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
the more audience attention
Merchandise Allowance
41. Duration of an advertising message or campaign over a given period of time - sustains memory
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
Continuity
bleed pages - inserts - covers - front - inside front - inside back - and outside back
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
42. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Advocacy
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Print Media
Ad research
43. Three Common Discounts and Allowances
Reach
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Permission-Based Advertising
44. Promote brand recall
Buyer Turnover
audience - ad message itself - communications media - and the product concept
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Ones with fewer words
45. Simply the percentage of homes exposed to an advertising media
Premiums
Rating
Opinion leaders
Limited-Service Agency
46. 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
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
Reach
Product Placement
Maslow's hierarchy of needs theory of motivation based on unmet human needs
47. Gross rating points =
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Reachxfrequency
Continuous (Steady) Schedule
Cooperative
48. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
In-House Agencies
Exchange
Brand interest
Functional needs
49. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
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)
Pulse (Burst) Schedule
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
50. Is an individual's openness or curiosity about a brand
Attitude Tests
Brand interest
Buyer Turnover
Product Advertising
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