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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. Types of Publicity Tools
Finance Allowance
Pioneering
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Cost per Thousand (CPM)
2. Forms of Institutional Advertisements
Transit Advertising (Bus - taxi - and subway advertising)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Competitive Institutional
Purchase Frequency
3. What are the types of headlines?
Pulse (Burst) Schedule
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Functions of Marketing research
Forgetting Rate
4. 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
Forgetting Rate
Positively originated (transformational) motives
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
kickers - boldface and italics
5. 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.
Sweepstakes
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
Institutional Advertising
Continuity
6. The greater size of an ad illustration...
the more audience attention
creating a picture of the concept they want to convey
Product Advertising
Horizontal cooperative advertising
7. Factors of Scheduling Advertising
Reach
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Ad research
Frequency
8. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Ones with fewer words
Institutional Advertising
Digital Interactive Media
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
9. Approaches to Post-Testing
Cooperative Advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Perception
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
10. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Institutional Advertising
Rossiter & Percy's Fundamental Motives
Contests
Deals
11. What does the layout of an ad consist of?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Segmenting
Product Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
12. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Point-of-Purchase Displays
Cooperative
Opinion leaders
Attitudes
13. Informs consumers about services or merchandise offered at regular prices
Regular price-line advertising
Lead in paragraphs - interior paragraphs - trial close - and close
Outdoor Advertising (Billboard)
Local Advertisers
14. Persuade the customer
Consumer-Oriented Sales Promotions (Consumer Promotions)
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Electronic Media
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
15. Affective Association
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16. Offering the product free or at a greatly reduced price.
Samples
Vertical cooperative advertising
Functional needs
Case Allowance
17. Advertising used to reinforce previous knowledge of a product.
Participants in the marketing process
Trade-Oriented Sales Promotions (Trade Promotions)
Reminder
BDI (Brand development index)
18. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Vertical cooperative advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
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
Case Allowance
19. What do the most effective radio commercials use?
Brand interest
Sounds that are familiar
Deals
Jury Tests
20. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
Integrated Marketing Communications
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
Reference groups
21. Promotes a specific product or service and stimulates short term action while building awareness of the business
Finance Allowance
Lead in paragraphs - interior paragraphs - trial close - and close
Product Advertising
Frequency
22. 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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Frequency
Purchase Frequency
23. Advertisements that tell people what a product is - what it can do - and where it can be found.
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Pioneering
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
cognitive dissonance
24. Family - society - reference groups - opinion leaders
Competitive
Brand loyalty
Habits
Interpersonal influences on consumer behavior
25. 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.
1. Product Advertisements 2. Institutional Advertisements
Competitive Institutional
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
CPM
26. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Cooperative Advertising
Trade-Oriented Sales Promotions (Trade Promotions)
Rating
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
27. 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. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
BDI (Brand development index)
Contests
CB - The Consumer Decision Process
28. Promote brand recall
Integrated Marketing Communications
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Marketing research
CPM
29. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Habits
Product Placement
Inquiry Tests
Frequency
30. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Reach
Allowances and Discounts
Cost per Thousand (CPM)
Place-Based Media
31. Scare the consumer into action
Pioneering
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)
Institutional Advertising
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
32. Ads in magazines can be strategically placed in these places...
Vertical cooperative advertising
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Negatively originated (informational) motives
Interpersonal influences on consumer behavior
33. Define the brand image
Reachxfrequency
Forgetting Rate
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Finance Allowance
34. What are the kinds of copy you can have in an ad?
Opinion leaders
Institutional Advertisements
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Competitive
35. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Purchase Frequency
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)
Transit Advertising (Bus - taxi - and subway advertising)
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
36. Advertising showing one brand's strengths relative to its competitors.
Brand interest
Contests
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Comparative
37. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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38. A discount on each case ordered during a specific time period.
Advocacy
Exchange
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
Case Allowance
39. Elements of an advertising message
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Foreign Media
Comparative
audience - ad message itself - communications media - and the product concept
40. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Transit Advertising (Bus - taxi - and subway advertising)
International Media
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Merchandise Allowance
41. Form - task - possession - time - place utility
Functional needs
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
Reminder Institutional
Jury Tests
42. What are the standard subjects for ad visuals?
Forgetting Rate
Product Advertisements
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
Lead in paragraphs - interior paragraphs - trial close - and close
43. What kinds of ads resonate more?
Functions of Marketing research
Ones with fewer words
CB - The Consumer Decision Process
Media class
44. Allow the audience to participate actively & immediately
Jury Tests
Digital Interactive Media
Reference groups
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
45. Is an individual's openness or curiosity about a brand
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
Brand interest
CPM
Continuity
46. 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.
Unaided 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
Sales Tests
Deals
47. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Outdoor Advertising (Billboard)
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Pulse (Burst) Schedule
CB - The Consumer Decision Process
48. Advertising that promotes a specific brand's features and benefits.
Competitive Institutional
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
In-House Agencies
Competitive
49. Ads used for announcements about what a company is - what it can do - and where it is located.
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
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 Institutional
Post-Tests
50. 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.
Pretests
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Forgetting Rate
Pioneering
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