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Subject
:
business-skills
Instructions:
Answer 50 questions in 15 minutes.
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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. Broad category of media - such as television - radio or newspaper
Media class
Sales Advertising
Nonpersonal influences on consumer behavior
Coupons
2. Forms of Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Institutional Advertising
Rating
1. Product Advertisements 2. Institutional Advertisements
3. Time - place of sale - environment
Message development - You must create a message that gets into the minds of the consumer and target audience
Nonpersonal influences on consumer behavior
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
Reference groups
4. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Theater Tests
Sales Tests
Exchange
Clearance advertising (a special form of sale advertising)
5. What are the types of subheads?
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
kickers - boldface and italics
cognitive dissonance
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
6. Content advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Gross Ratings Points (GRPs)
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Full-Service Agency
7. Common Advertising Appeals
Perception
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
kickers - boldface and italics
Foreign Media
8. Informs consumers about services or merchandise offered at regular prices
Functional needs
Regular price-line advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Rating
9. Factors of Scheduling Advertising
Message development - You must create a message that gets into the minds of the consumer and target audience
Rating
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Unaided Recall
10. What are the function of headlines?
Pretests
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
Pioneering Institutional
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
11. Ads that state the position of a company on an issue.
Advocacy
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Jury Tests
Marketing research
12. 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
Positively originated (transformational) motives
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
Functional needs
Theater Tests
13. Advertisements that tell people what a product is - what it can do - and where it can be found.
Marketing research
Consumer-Oriented Sales Promotions (Consumer Promotions)
Samples
Pioneering
14. Where is the advertising and brand battle won or lost?
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Message development - You must create a message that gets into the minds of the consumer and target audience
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Media class
15. What kinds of ads resonate more?
Opinion leaders
Ones with fewer words
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Forgetting Rate
16. The feelings of doubt and concern after a purchase is made. dissonance increases when: (1) the purchase price is high (2) there are many close alternatives (3) the item is intangible (4) the purchase is important (5) the item purchased lasts a long
Institutional Advertisements
Place-Based Media
Horizontal cooperative advertising
cognitive dissonance
17. Interactive online advertising.
Permission-Based Advertising
Rich Media
Rebates
Positively originated (transformational) motives
18. 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.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Reach
Portfolio Tests
Pretests
19. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Product Advertisements
CB - The Consumer Decision Process
Deals
Loyalty Programs
20. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
CPM
Sales Tests
Institutional Advertising
Pulse (Burst) Schedule
21. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Product Advertising
Participants in the marketing process
Competitive
Allowances and Discounts
22. What are the principles of design?
Interpersonal influences on consumer behavior
Frequency
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
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
23. The greater size of an ad illustration...
the more audience attention
Reach
Horizontal cooperative advertising
Interpersonal influences on consumer behavior
24. Elements of an advertising message
Coupons
audience - ad message itself - communications media - and the product concept
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Ones with fewer words
25. Is an individual's openness or curiosity about a brand
Brand interest
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
Frequency
26. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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27. 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
Reach
Contests
Deals
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
28. Approaches to Post-Testing
kickers - boldface and italics
Functions of Marketing research
Reach
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
29. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Habits
Brand interest
Aided Recall
Coupons
30. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Print Media
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
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
31. The number of different people or households exposed to an ad.
Ad research
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Reach
Buyer Turnover
32. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Integrated Marketing Communications
Opinion leaders
Sounds that are familiar
Point-of-Purchase Displays
33. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Sweepstakes
Reach
34. 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
Functions of Marketing 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
Interpersonal influences on consumer behavior
35. Party Responsible for Carrying Out Advertising Program
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Purchase Frequency
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Rating
36. People we try to emulate or whose approval concerns us
Reference groups
Functional needs
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
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
37. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
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
Pioneering
Full-Service Agency
Theater Tests
38. Cost of media buy/targeted audienceX1 - 000
Institutional Advertisements
CPM-TM
Contests
Purchase Frequency
39. Ads in magazines can be strategically placed in these places...
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Finance Allowance
Transit Advertising
40. Visualization/conceptualization
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
creating a picture of the concept they want to convey
cognitive dissonance
Participants in the marketing process
41. 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
Rating
Reach
Clearance advertising (a special form of sale advertising)
Purposes of Marketing research
42. What are the types of headlines?
Jury Tests
CPM
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Institutional Advertising
43. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Opinion leaders
Place-Based Media
Attitudes
Product Advertisements
44. The cost of reaching 1 - 000 individuals or households with the advertising message.
Purchase Frequency
Interpersonal influences on consumer behavior
CPM-TM
Cost per Thousand (CPM)
45. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Maslow's hierarchy of needs theory of motivation based on unmet human needs
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Theater Tests
Rebates
46. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Outdoor Advertising (Billboard)
Product Placement
Sounds that are familiar
47. Stages of ad development
Positively originated (transformational) motives
Segmenting
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Samples
48. Duration of an advertising message or campaign over a given period of time - sustains memory
Gross Ratings Points (GRPs)
Publicity Tools
Continuity
Full-Service Agency
49. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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50. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Reference groups
Finance Allowance
CPM
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
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