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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. Respondents are asked questions to measure changes in their attitudes after an ad campaign - such as whether they have a more favorable attitude toward the product advertised.
Perception
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
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
Attitude Tests
2. What kind of ads are most often remembered?
Attitude Tests
Integrated Marketing Communications
funny ads - but not always for the right reasons
Rebates
3. Cost of media buy/targeted audienceX1 - 000
Perception
CPM-TM
Rating
Message development - You must create a message that gets into the minds of the consumer and target audience
4. Three Common Discounts and Allowances
Full-Service Agency
1. Product Advertisements 2. Institutional Advertisements
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Transit Advertising
5. Persuade the customer
Jury Tests
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
Clearance advertising (a special form of sale advertising)
Vertical cooperative advertising
6. 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
Opinion leaders
Pulse (Burst) Schedule
Direct Mail Advertising
CB - The Consumer Decision Process
7. Types of Advertisements
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Gross Ratings Points (GRPs)
1. Product Advertisements 2. Institutional Advertisements
the more audience attention
8. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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9. Define the brand image
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Premiums
Rating
Foreign Media
10. Where viewers agree to watch a commercial online in exchange for points - samples - or access to premium content - and advertisers only pay for completed views.
Interpersonal influences on consumer behavior
Sounds that are familiar
Positively originated (transformational) motives
Permission-Based Advertising
11. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Reference groups
Institutional Advertisements
Aided Recall
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
12. 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
Sales Tests
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Portfolio Tests
13. Interactive online advertising.
Rich Media
Institutional Advertising
Limited-Service Agency
Regular price-line advertising
14. Markets are segmented - products are positioned
Publicity Tools
Lead in paragraphs - interior paragraphs - trial close - and close
Segmenting
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
15. The average number of times a person in the target audience is exposed to an ad.
Point-of-Purchase Displays
Frequency
Flighting (Intermittent) Schedule
Market research
16. What do the most effective radio commercials use?
Sounds that are familiar
Functions of Marketing research
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Opinion leaders
17. Ads that state the position of a company on an issue.
Advocacy
Local Advertisers
funny ads - but not always for the right reasons
1. Product Advertisements 2. Institutional Advertisements
18. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising
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
Marketing research
Institutional Advertisements
19. Joining together in a consistent manner everything that communicates with customers
Buyer Turnover
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Integrated Marketing Communications
Post-Tests
20. What are the kinds of copy you can have in an ad?
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
In-House Agencies
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Maslow's hierarchy of needs theory of motivation based on unmet human needs
21. Some methods for scheduling media
Inquiry Tests
Institutional Advertising
Participants in the marketing process
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
22. Elements of an advertising message
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Rating
audience - ad message itself - communications media - and the product concept
cognitive dissonance
23. Gross rating points =
Trade-Oriented Sales Promotions (Trade Promotions)
Print Media
Reachxfrequency
Digital Interactive Media
24. People we try to emulate or whose approval concerns us
Frequency
Reachxfrequency
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Reference groups
25. Changing behavior by inducing anxiety
Finance Allowance
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
Continuous (Steady) Schedule
Ones with fewer words
26. What are the function of headlines?
Sweepstakes
Print Media
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
Product Advertising
27. Value of Promotion
Competitive Institutional
Trade-Oriented Sales Promotions (Trade Promotions)
Habits
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
28. What are the principles of design?
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
creating a picture of the concept they want to convey
kickers - boldface and italics
29. The cost of reaching 1 - 000 individuals or households with the advertising message.
BDI (Brand development index)
Cost per Thousand (CPM)
Forgetting Rate
Product Placement
30. Approaches to Post-Testing
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Attitude Tests
Attitudes
bleed pages - inserts - covers - front - inside front - inside back - and outside back
31. Situate the brand socially
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
Foreign Media
Transit Advertising (Bus - taxi - and subway advertising)
Point-of-Purchase Displays
32. Time - place of sale - environment
Ones with fewer words
Digital Interactive Media
Nonpersonal influences on consumer behavior
Ad research
33. Consumer needs - product development - assess effectiveness - financial planning and quality control
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Functions of Marketing research
Sounds that are familiar
Pretests
34. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Jury Tests
Ad research
Exchange
Vertical cooperative advertising
35. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Segmenting
Cost per Thousand (CPM)
Participants in the marketing process
36. Advertising showing one brand's strengths relative to its competitors.
Reach
Competitive
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Comparative
37. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
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
Recency planning
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Publicity Tools
38. Affective Association
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39. Promotes a specific product or service and stimulates short term action while building awareness of the business
Purchase Frequency
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
Regular price-line advertising
Product Advertising
40. 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
cognitive dissonance
Inquiry Tests
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Jury Tests
41. The more frequently a product is purchased - the less repetition is required.
Competitive Institutional
Purchase Frequency
creating a picture of the concept they want to convey
1. Product Advertisements 2. Institutional Advertisements
42. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Purchase Frequency
Frequency
Habits
Participants in the marketing process
43. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Consumer-Oriented Sales Promotions (Consumer Promotions)
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Utility
44. Indicates the sales potential of a particular brand in a specific market area = percent of the brand's total U.S sales in the area/Percent of total U.S population in the areaX100
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
BDI (Brand development index)
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Merchandise Allowance
45. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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46. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Ones with fewer words
Forgetting Rate
Pulse (Burst) Schedule
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
47. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Allowances and Discounts
audience - ad message itself - communications media - and the product concept
CPM-TM
Frequently use the word 'you'
48. 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.
Portfolio Tests
Jury Tests
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Reminder Institutional
49. Offers the return of money based on proof of purchase.
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
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Rebates
Local Advertisers
50. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Rossiter & Percy's Fundamental Motives
Nonpersonal influences on consumer behavior
Pretests
Post-Tests
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