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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. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Market research
CB - The Consumer Decision Process
International Media
Case Allowance
2. 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
Competitive
STP Marketing (Segmenting - Targeting - Positioning)
Sweepstakes
Reach
3. Factors of Scheduling Advertising
Deals
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Functional needs
4. Consumer needs - product development - assess effectiveness - financial planning and quality control
Competitive Institutional
Post-Tests
Functions of Marketing research
Pretests
5. 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.
Institutional Advertisements
Allowances and Discounts
Product Advertisements
Jury Tests
6. 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
Permission-Based Advertising
Cooperative
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
7. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Reminder Institutional
Brand interest
STP Marketing (Segmenting - Targeting - Positioning)
Integrated Marketing Communications
8. Stages of ad development
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Inquiry Tests
Contests
Deals
9. The more frequently a product is purchased - the less repetition is required.
Attitude Tests
Reach
Buyer Turnover
Purchase Frequency
10. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Portfolio Tests
Print Media
Continuous (Steady) Schedule
CPM-TM
11. What do the most effective radio commercials use?
Sounds that are familiar
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
Theater Tests
Outdoor Advertising (Billboard)
12. Elements of an advertising message
audience - ad message itself - communications media - and the product concept
Post-Tests
Market research
Rossiter & Percy's Fundamental Motives
13. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Functional needs
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
Foreign Media
14. Advertising used to reinforce previous knowledge of a product.
Horizontal cooperative advertising
Reminder
funny ads - but not always for the right reasons
Loyalty Programs
15. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Trade-Oriented Sales Promotions (Trade Promotions)
Rich Media
Buyer Turnover
16. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Frequently use the word 'you'
Vertical cooperative advertising
Cooperative Advertising
bleed pages - inserts - covers - front - inside front - inside back - and outside back
17. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Product Placement
BDI (Brand development index)
Publicity Tools
Merchandise Allowance
18. What are the principles of design?
Transit Advertising (Bus - taxi - and subway advertising)
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
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
Product Advertisements
19. People we try to emulate or whose approval concerns us
Reference groups
Flighting (Intermittent) Schedule
Exchange
Clearance advertising (a special form of sale advertising)
20. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Loyalty Programs
Reach
Cooperative Advertising
Allowances and Discounts
21. Gross rating points =
CB - The Consumer Decision Process
Finance Allowance
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Reachxfrequency
22. What are the types of subheads?
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Functional needs
kickers - boldface and italics
Transit Advertising
23. Some methods for scheduling media
Outdoor Advertising (Billboard)
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Clearance advertising (a special form of sale advertising)
Full-Service Agency
24. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Nonpersonal influences on consumer behavior
Interpersonal influences on consumer behavior
Ad research
Sales Advertising
25. Broad category of media - such as television - radio or newspaper
Media class
International Media
Functional needs
Sales Tests
26. 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
Theater Tests
Full-Service Agency
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. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Media vehicle
Place-Based Media
Aided Recall
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
28. Informs consumers about services or merchandise offered at regular prices
Regular price-line advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Advocacy
Attitude Tests
29. Types of Publicity Tools
Sales Advertising
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. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Sounds that are familiar
30. Cost of media buy/targeted audienceX1 - 000
CPM-TM
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Loyalty Programs
Case Allowance
31. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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32. The number of different people or households exposed to an ad.
Forgetting Rate
Merchandise Allowance
Reach
the more audience attention
33. Types of Advertisements
Limited-Service Agency
Ad research
Transit Advertising
1. Product Advertisements 2. Institutional Advertisements
34. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
CPM
Contests
Reach
35. Three Common Discounts and Allowances
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Lead in paragraphs - interior paragraphs - trial close - and close
Pioneering Institutional
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
36. What are the positives to newspapers as a form of mass media?
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
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
Merchandise Allowance
Attitude Tests
37. Party Responsible for Carrying Out Advertising Program
Media class
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Institutional Advertisements
Theater Tests
38. Recruit new customers - retain current customers - and regain lost customers
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Purposes of Marketing research
Allowances and Discounts
39. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cost per Thousand (CPM)
Attitude Tests
Transit Advertising
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
40. 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.
Functions of Marketing research
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
Unaided Recall
Competitive
41. Situate the brand socially
Unaided Recall
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
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
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
42. 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.
Deals
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
the more audience attention
Limited-Service Agency
43. What does the layout of an ad consist of?
Sales Tests
Post-Tests
funny ads - but not always for the right reasons
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
44. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Cooperative
Classified Advertising
Cost per Thousand (CPM)
Reach
45. Promotes a specific product or service and stimulates short term action while building awareness of the business
Sounds that are familiar
Limited-Service Agency
Media vehicle
Product Advertising
46. Merchandise offered free or at a significant discount.
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
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Premiums
In-House Agencies
47. Changing behavior by inducing anxiety
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
Brand interest
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
Local Advertisers
48. Advertising showing one brand's strengths relative to its competitors.
Comparative
Electronic Media
Sounds that are familiar
Marketing research
49. Time - place of sale - environment
CB - The Consumer Decision Process
Pretests
Nonpersonal influences on consumer behavior
Opinion leaders
50. Studies such as controlled experiments and consumer purchase tests.
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Publicity Tools
Sales Tests
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
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