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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. Reach (% of total market) x Frequency
BDI (Brand development index)
Gross Ratings Points (GRPs)
Recency planning
Positively originated (transformational) motives
2. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Loyalty Programs
Product Advertising
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Full-Service Agency
3. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Competitive Institutional
Samples
Reference groups
Allowances and Discounts
4. The more frequently a product is purchased - the less repetition is required.
Rating
Institutional Advertisements
Purchase Frequency
Attitude Tests
5. Cost of media buy/targeted audienceX1 - 000
Full-Service Agency
Media vehicle
CPM-TM
Functional needs
6. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
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
Gross Ratings Points (GRPs)
Place-Based 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
7. A discount on each case ordered during a specific time period.
In-House Agencies
Nonpersonal influences on consumer behavior
Competitive Institutional
Case Allowance
8. The moment someone recognizes a need or want that might be satisfied by. 1.Need Recognition 2.Search Information and Alternative Evaluation 3. Purchase 4.Post-purchase use and evaluation
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Contests
Brand interest
CB - The Consumer Decision Process
9. Placing items on sale and offering two-for-one specials of other deals
Reminder Institutional
Opinion leaders
Case Allowance
Sales Advertising
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)
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
STP Marketing (Segmenting - Targeting - Positioning)
Classified Advertising
11. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Rating
Portfolio Tests
Flighting (Intermittent) Schedule
Positively originated (transformational) motives
12. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Continuity
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Cooperative Advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
13. 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.
Local Advertisers
Integrated Marketing Communications
Competitive Institutional
STP Marketing (Segmenting - Targeting - Positioning)
14. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Foreign Media
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Maslow's hierarchy of needs theory of motivation based on unmet human needs
STP Marketing (Segmenting - Targeting - Positioning)
15. Transform consumption experience
CB - The Consumer Decision Process
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
Pioneering
Buyer Turnover
16. Some methods for scheduling media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Coupons
Nonpersonal influences on consumer behavior
Vertical cooperative advertising
17. Visualization/conceptualization
Theater Tests
Unaided Recall
creating a picture of the concept they want to convey
Frequency
18. What is the best way to grab attention in an ad?
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19. What are the types of Formatting the Body Copy?
Place-Based Media
Lead in paragraphs - interior paragraphs - trial close - and close
Frequency
Perception
20. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Nonpersonal influences on consumer behavior
21. 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
Rich Media
Product Advertisements
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
22. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Transit Advertising
Aided Recall
cognitive dissonance
Purchase Frequency
23. Types of audience resonance
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24. Approaches to Post-Testing
Cooperative
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Classified Advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
25. Time - place of sale - environment
Purchase Frequency
Transit Advertising
Nonpersonal influences on consumer behavior
Vertical cooperative advertising
26. Advertisements that tell people what a product is - what it can do - and where it can be found.
Purchase Frequency
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
Pioneering
Sales Tests
27. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Institutional Advertising
Cost per Thousand (CPM)
Pioneering
Clearance advertising (a special form of sale advertising)
28. Studies such as controlled experiments and consumer purchase tests.
Sales Tests
Unaided Recall
Point-of-Purchase Displays
Premiums
29. Three Approaches to Setting Advertising Schedules
Regular price-line advertising
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Ones with fewer words
Sales Tests
30. 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)
Classified Advertising
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Reach
31. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Outdoor Advertising (Billboard)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
creating a picture of the concept they want to convey
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
32. Allow the audience to participate actively & immediately
Rebates
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)
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Digital Interactive Media
33. 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.
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
Unaided Recall
Opinion leaders
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
34. Duration of an advertising message or campaign over a given period of time - sustains memory
Comparative
Continuity
Pulse (Burst) Schedule
Media vehicle
35. What does the layout of an ad consist of?
Marketing research
creating a picture of the concept they want to convey
Digital Interactive Media
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
36. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
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
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Frequency
Finance Allowance
37. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Pioneering
Outdoor Advertising (Billboard)
kickers - boldface and italics
Print Media
38. 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
Clearance advertising (a special form of sale advertising)
Transit Advertising (Bus - taxi - and subway advertising)
Vertical cooperative advertising
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
39. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
the more audience attention
Media class
Consumer-Oriented Sales Promotions (Consumer Promotions)
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
40. Form - task - possession - time - place utility
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Functional needs
Segmenting
Flighting (Intermittent) Schedule
41. Types of Advertisements
Flighting (Intermittent) Schedule
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
1. Product Advertisements 2. Institutional Advertisements
Sales Advertising
42. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Inquiry Tests
cognitive dissonance
Media vehicle
In-House Agencies
43. Content advertising
Post-Tests
Jury Tests
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Reminder Institutional
44. The cost of reaching 1 - 000 individuals or households with the advertising message.
Samples
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Jury Tests
Cost per Thousand (CPM)
45. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Clearance advertising (a special form of sale advertising)
Flighting (Intermittent) Schedule
Participants in the marketing process
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
46. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Rating
Direct Mail Advertising
Cooperative
Functions of Marketing research
47. Types of Publicity Tools
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Pioneering Institutional
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Participants in the marketing process
48. Gross rating points =
Reachxfrequency
Full-Service Agency
Frequency
Frequency
49. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Rebates
Limited-Service Agency
Foreign Media
50. Consumer needs - product development - assess effectiveness - financial planning and quality control
Functions of Marketing research
Vertical cooperative advertising
In-House Agencies
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
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