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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. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
Frequency
Product Placement
Marketing research
2. Factors of Scheduling Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Gross Ratings Points (GRPs)
Reach
Media vehicle
3. Studies such as controlled experiments and consumer purchase tests.
Sales Tests
Cost per Thousand (CPM)
Cooperative Advertising
Nonpersonal influences on consumer behavior
4. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Loyalty Programs
Limited-Service Agency
Deals
Forgetting Rate
5. 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
Allowances and Discounts
Negatively originated (informational) motives
Classified Advertising
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
6. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Cooperative 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
Brand loyalty
Coupons
7. Duration of an advertising message or campaign over a given period of time - sustains memory
Marketing research
Coupons
Continuity
Theater Tests
8. The cost of reaching 1 - 000 individuals or households with the advertising message.
Attitude Tests
Media class
Cost per Thousand (CPM)
Limited-Service Agency
9. Ads used for announcements about what a company is - what it can do - and where it is located.
Theater Tests
Cooperative
Frequently use the word 'you'
Pioneering Institutional
10. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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11. The percentage of households in a market that are tuned to a particular TV/radio show.
Segmenting
Rating
Attitude Tests
Transit Advertising
12. Elements of an advertising message
Reach
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
Sweepstakes
audience - ad message itself - communications media - and the product concept
13. Promotes a specific product or service and stimulates short term action while building awareness of the business
Reminder
CPM
Unaided Recall
Product Advertising
14. 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.
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
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
Unaided Recall
Deals
15. Situate the brand socially
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Functions of Marketing research
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
Trade-Oriented Sales Promotions (Trade Promotions)
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.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Perception
Attitudes
Reach
17. What are the function of headlines?
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
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Rich Media
18. Advertisements that tell people what a product is - what it can do - and where it can be found.
cognitive dissonance
Pioneering
Post-Tests
Sounds that are familiar
19. 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.
Competitive Institutional
Attitude Tests
Product Advertisements
Marketing research
20. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
cognitive dissonance
Loyalty Programs
Interpersonal influences on consumer behavior
Purposes of Marketing research
21. Types of audience resonance
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22. What are the types of subheads?
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
Limited-Service Agency
Horizontal cooperative advertising
kickers - boldface and italics
23. 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.
kickers - boldface and italics
Permission-Based Advertising
Opinion leaders
Gross Ratings Points (GRPs)
24. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Pulse (Burst) Schedule
Attitudes
Transit Advertising (Bus - taxi - and subway advertising)
STP Marketing (Segmenting - Targeting - Positioning)
25. 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
cognitive dissonance
Reach
Institutional Advertising
Continuous (Steady) Schedule
26. What are the principles of design?
Forgetting Rate
Market research
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
Post-Tests
27. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Regular price-line advertising
Sales Tests
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
Cooperative
28. Simply the percentage of homes exposed to an advertising media
Loyalty Programs
Advocacy
Rating
Lead in paragraphs - interior paragraphs - trial close - and close
29. The more frequently a product is purchased - the less repetition is required.
Samples
Purchase Frequency
creating a picture of the concept they want to convey
Habits
30. Displays that take the form of an advertising sign in high traffic areas of store aisles.
audience - ad message itself - communications media - and the product concept
Point-of-Purchase Displays
Reach
Print Media
31. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Merchandise Allowance
Product Placement
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
cognitive dissonance
32. Some methods for scheduling media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Marketing research
Inquiry Tests
Functional needs
33. Gross rating points =
Reachxfrequency
Classified 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
Finance Allowance
34. 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
Media vehicle
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
BDI (Brand development index)
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
35. Three Common Discounts and Allowances
Cooperative Advertising
Perception
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Continuity
36. Types of Advertisements
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Reach
kickers - boldface and italics
1. Product Advertisements 2. Institutional Advertisements
37. Three Approaches to Setting Advertising Schedules
Print Media
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
Finance Allowance
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
38. Forms of Product Advertising
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
creating a picture of the concept they want to convey
Institutional Advertisements
39. Influencing the brand choice of consumers who are 'ready to buy'
Competitive Institutional
CB - The Consumer Decision Process
Recency planning
Premiums
40. 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.
Reach
Aided Recall
Publicity Tools
Inquiry Tests
41. Ads that simply bring the company's name to the attention of its target market again.
CPM-TM
Reminder Institutional
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Attitudes
42. Ads in magazines can be strategically placed in these places...
Contests
In-House Agencies
Publicity Tools
bleed pages - inserts - covers - front - inside front - inside back - and outside back
43. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
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
Lead in paragraphs - interior paragraphs - trial close - and close
Finance Allowance
Publicity Tools
44. Allow the audience to participate actively & immediately
Horizontal cooperative advertising
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Digital Interactive Media
Institutional Advertising
45. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Allowances and Discounts
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Marketing research
Unaided Recall
46. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Positively originated (transformational) motives
Consumer-Oriented Sales Promotions (Consumer Promotions)
Frequently use the word 'you'
Attitudes
47. What are the kinds of copy you can have in an ad?
Forgetting Rate
Reminder
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
CPM
48. Types of Publicity Tools
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
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
Competitive
Integrated Marketing Communications
49. Forms of Institutional Advertisements
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Merchandise Allowance
Foreign Media
50. A discount on each case ordered during a specific time period.
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. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Case Allowance
bleed pages - inserts - covers - front - inside front - inside back - and outside back