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Study First
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. 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
Rating
Reach
STP Marketing (Segmenting - Targeting - Positioning)
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
2. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Competitive Institutional
STP Marketing (Segmenting - Targeting - Positioning)
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Horizontal cooperative advertising
3. Define the brand image
Media class
Contests
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Purchase Frequency
4. What are the types of subheads?
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Sweepstakes
Competitive Institutional
kickers - boldface and italics
5. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Sales Tests
Reachxfrequency
Participants in the marketing process
Competitive Institutional
6. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Loyalty Programs
Deals
Cost per Thousand (CPM)
Outdoor Advertising (Billboard)
7. What are the kinds of copy you can have in an ad?
Message development - You must create a message that gets into the minds of the consumer and target audience
In-House Agencies
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Pioneering Institutional
8. Made up of the company's own advertising staff. They may provide full services or limited services.
In-House Agencies
International Media
Case Allowance
Cooperative Advertising
9. 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.
Sales Tests
Institutional Advertisements
Inquiry Tests
Gross Ratings Points (GRPs)
10. Time - place of sale - environment
Point-of-Purchase Displays
Nonpersonal influences on consumer behavior
Sales Tests
Reach
11. Scare the consumer into action
Attitudes
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
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)
CB - The Consumer Decision Process
12. Link key attributes to the brand name
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
Forgetting Rate
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Comparative
13. What are the standard subjects for ad visuals?
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
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Market research
Ad research
14. 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.
Brand loyalty
audience - ad message itself - communications media - and the product concept
Unaided Recall
Competitive Institutional
15. Forms of Institutional Advertisements
Competitive
Opinion leaders
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
16. Elements of an advertising message
Habits
audience - ad message itself - communications media - and the product concept
1. Product Advertisements 2. Institutional Advertisements
Horizontal cooperative advertising
17. Types of Advertisements
Rating
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
1. Product Advertisements 2. Institutional Advertisements
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
18. Three Common Discounts and Allowances
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Pulse (Burst) Schedule
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
19. 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'
Publicity Tools
Frequency
Transit Advertising (Bus - taxi - and subway advertising)
Marketing research
20. A discount on each case ordered during a specific time period.
Case Allowance
Brand interest
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Ones with fewer words
21. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Unaided Recall
Attitude Tests
Place-Based Media
Aided Recall
22. Sales promotions that require participants to submit some kind of entry but are purely games of chance requiring no analytical or creative effort by the consumer.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Reach
Sweepstakes
Institutional Advertisements
23. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
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
Pretests
Institutional Advertising
24. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Transit Advertising (Bus - taxi - and subway advertising)
Media vehicle
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Deals
25. Advertisements that tell people what a product is - what it can do - and where it can be found.
Classified Advertising
Continuous (Steady) Schedule
Pioneering
Sounds that are familiar
26. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Continuous (Steady) Schedule
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
Perception
Consumer-Oriented Sales Promotions (Consumer Promotions)
27. Where is the advertising and brand battle won or lost?
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. Building Long-Term Relationships with Promotion 2. Self-Regulation
Message development - You must create a message that gets into the minds of the consumer and target audience
Cost per Thousand (CPM)
28. Joining together in a consistent manner everything that communicates with customers
Integrated Marketing Communications
Product Advertising
Competitive
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
29. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Cooperative Advertising
Product Advertising
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Attitude Tests
30. Information gathered about a particular market or market segment
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
Attitudes
Premiums
Market research
31. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Continuous (Steady) Schedule
Foreign Media
Trade-Oriented Sales Promotions (Trade Promotions)
Merchandise Allowance
32. Influencing the brand choice of consumers who are 'ready to buy'
In-House Agencies
Recency planning
Ones with fewer words
Media vehicle
33. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
BDI (Brand development index)
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Post-Tests
34. Party Responsible for Carrying Out Advertising Program
Nonpersonal influences on consumer behavior
Rating
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Reachxfrequency
35. 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
Product Advertisements
Negatively originated (informational) motives
Sales Tests
Marketing research
36. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Post-Tests
Product Placement
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
kickers - boldface and italics
37. Value of Promotion
Permission-Based Advertising
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Reachxfrequency
38. Is the products ability to satisfy both functional needs & symbolic wants
Reach
Utility
Continuity
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
39. Consumer needs - product development - assess effectiveness - financial planning and quality control
Participants in the marketing process
Unaided Recall
Functions of Marketing research
Reminder Institutional
40. Affective Association
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41. What do the most effective radio commercials use?
Unaided Recall
Sounds that are familiar
Institutional Advertisements
Sales Tests
42. The cost of reaching 1 - 000 individuals or households with the advertising message.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Sales Tests
International Media
Cost per Thousand (CPM)
43. Types of Publicity Tools
Brand loyalty
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Institutional Advertising
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
44. Forms of Product Advertising
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Ad research
BDI (Brand development index)
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
45. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Merchandise Allowance
Pulse (Burst) Schedule
Sounds that are familiar
Contests
46. Promotes a specific product or service and stimulates short term action while building awareness of the business
Brand interest
Allowances and Discounts
Digital Interactive Media
Product Advertising
47. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Aided Recall
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
Allowances and Discounts
48. Some methods for scheduling media
Media vehicle
Product Advertisements
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
49. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Product Advertisements
Reference groups
Reminder
Consumer-Oriented Sales Promotions (Consumer Promotions)
50. Studies such as controlled experiments and consumer purchase tests.
Attitudes
Aided Recall
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Sales Tests
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