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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. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Rich Media
CPM
Outdoor Advertising (Billboard)
Reach
2. Forms of Institutional Advertisements
Regular price-line advertising
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Portfolio Tests
CB - The Consumer Decision Process
3. Transform consumption experience
Competitive Institutional
Aided Recall
Transit Advertising (Bus - taxi - and subway advertising)
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
4. Specializes in one aspect of the advertising process such as creative services to develop the advertising copy - buying previously un-purchased media - or providing internet services.
Merchandise Allowance
Limited-Service Agency
Utility
the more audience attention
5. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising
Rossiter & Percy's Fundamental Motives
Participants in the marketing process
Pioneering
6. Types of Advertisements
Segmenting
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. Product Advertisements 2. Institutional Advertisements
Comparative
7. 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
Publicity Tools
Rating
CB - The Consumer Decision Process
Reach
8. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Cooperative
Purposes of Marketing research
Forgetting Rate
Integrated Marketing Communications
9. Form - task - possession - time - place utility
Clearance advertising (a special form of sale advertising)
Attitudes
Merchandise Allowance
Functional needs
10. What are the positives to newspapers as a form of mass media?
Frequency
Cooperative
Pioneering
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
11. Changing behavior by inducing anxiety
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Sweepstakes
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
International Media
12. Gathering - recording - and analyzing new information to help managers make marketing decisions
Foreign Media
Continuous (Steady) Schedule
Marketing research
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)
13. Broad category of media - such as television - radio or newspaper
Pretests
Media class
Unaided Recall
In-House Agencies
14. 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)
Perception
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Media class
15. Informs consumers about services or merchandise offered at regular prices
Loyalty Programs
Institutional 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
Regular price-line advertising
16. The speed which buyers forget the brand if advertising is not seen.
Electronic Media
Forgetting Rate
Post-Tests
audience - ad message itself - communications media - and the product concept
17. Of radio & tv used to be called broadcast media; but with advent of cable TV - many programs are now transmitted electronically though wires rather than broadcast through the air
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Limited-Service Agency
Electronic Media
Portfolio Tests
18. Is the products ability to satisfy both functional needs & symbolic wants
Forgetting Rate
Utility
Sweepstakes
Opinion leaders
19. Scare the consumer into action
Functions of Marketing research
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)
Print Media
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
20. The greater size of an ad illustration...
Samples
Brand interest
Outdoor Advertising (Billboard)
the more audience attention
21. Advertisements focused on selling a product or service
Horizontal cooperative advertising
Attitudes
Exchange
Product Advertisements
22. What are the standard subjects for ad visuals?
Forgetting Rate
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Purchase Frequency
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
23. Ads that state the position of a company on an issue.
Advocacy
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Market research
Reachxfrequency
24. 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.
Brand loyalty
Frequency
Inquiry Tests
Maslow's hierarchy of needs theory of motivation based on unmet human needs
25. Allow the audience to participate actively & immediately
Digital Interactive Media
Aided Recall
funny ads - but not always for the right reasons
Sounds that are familiar
26. A discount on each case ordered during a specific time period.
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
Case Allowance
1. Product Advertisements 2. Institutional Advertisements
Regular price-line advertising
27. Information gathered about a particular market or market segment
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
Market research
CPM
28. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Trade-Oriented Sales Promotions (Trade Promotions)
Functions of Marketing research
Direct Mail Advertising
Post-Tests
29. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
Regular price-line advertising
Pioneering
Reference groups
30. Advertising showing one brand's strengths relative to its competitors.
Contests
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)
Ones with fewer words
Comparative
31. People we try to emulate or whose approval concerns us
Reference groups
Inquiry Tests
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Opinion leaders
32. 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)
Advocacy
Trade-Oriented Sales Promotions (Trade Promotions)
Classified Advertising
Comparative
33. 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.
Ad research
Reminder
Continuous (Steady) Schedule
Perception
34. 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
the more audience attention
cognitive dissonance
Pretests
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
35. Content advertising
Cost per Thousand (CPM)
STP Marketing (Segmenting - Targeting - Positioning)
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
36. 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.
Competitive Institutional
the more audience attention
Functions of Marketing research
Cooperative
37. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Post-Tests
Electronic Media
Reach
38. Three Common Discounts and Allowances
In-House Agencies
Message development - You must create a message that gets into the minds of the consumer and target audience
Brand loyalty
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
39. 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
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Recency planning
Negatively originated (informational) motives
kickers - boldface and italics
40. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Allowances and Discounts
Reference groups
Print Media
Portfolio Tests
41. 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
Frequently use the word 'you'
Cooperative
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
42. Duration of an advertising message or campaign over a given period of time - sustains memory
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Publicity Tools
Continuity
Reminder
43. Firms in the same business (real-estate agents - insurance agents - pharmacies - car dealers - or travel agents) or in the same part of town advertise jointly
Permission-Based Advertising
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Horizontal cooperative advertising
Transit Advertising (Bus - taxi - and subway advertising)
44. What does the layout of an ad consist of?
Pretests
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Media class
Buyer Turnover
45. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Portfolio Tests
Positively originated (transformational) motives
Brand loyalty
Competitive
46. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Full-Service Agency
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
STP Marketing (Segmenting - Targeting - Positioning)
Digital Interactive Media
47. Showing the ad copy to a panel of consumers and having them rate how they liked it - how much it drew their attention - and how attractive they thought it was.
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
Digital Interactive Media
Jury Tests
Cooperative Advertising
48. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Exchange
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
Comparative
49. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Cost per Thousand (CPM)
Institutional Advertisements
Theater Tests
50. 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.
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1. Product Advertisements 2. Institutional Advertisements
Digital Interactive Media
Unaided Recall
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