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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. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Jury Tests
Product Placement
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
2. The percentage of households in a market that are tuned to a particular TV/radio show.
Loyalty Programs
CB - The Consumer Decision Process
Rating
Reachxfrequency
3. Simply the percentage of homes exposed to an advertising media
Portfolio Tests
funny ads - but not always for the right reasons
Rossiter & Percy's Fundamental Motives
Rating
4. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Allowances and Discounts
Participants in the marketing process
Local Advertisers
Reach
5. Transform consumption experience
Outdoor Advertising (Billboard)
Segmenting
BDI (Brand development index)
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
6. Family - society - reference groups - opinion leaders
Media vehicle
kickers - boldface and italics
Print Media
Interpersonal influences on consumer behavior
7. Consumer needs - product development - assess effectiveness - financial planning and quality control
Recency planning
Functions of Marketing research
Transit Advertising (Bus - taxi - and subway advertising)
Rossiter & Percy's Fundamental Motives
8. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Publicity Tools
Flighting (Intermittent) Schedule
Merchandise Allowance
Media class
9. They use Retail Advertising because retail stores account for so much of the market
Recency planning
Local Advertisers
Digital Interactive Media
the more audience attention
10. Types of audience resonance
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11. Three Approaches to Setting Advertising Schedules
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
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
12. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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13. What do the most effective radio commercials use?
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Forgetting Rate
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
Sounds that are familiar
14. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Trade-Oriented Sales Promotions (Trade Promotions)
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Publicity Tools
Transit Advertising (Bus - taxi - and subway advertising)
15. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
Local Advertisers
Merchandise Allowance
Rating
16. What are the types of headlines?
Outdoor Advertising (Billboard)
Digital Interactive Media
audience - ad message itself - communications media - and the product concept
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
17. Is the products ability to satisfy both functional needs & symbolic wants
Rich Media
Utility
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Contests
18. Some methods for scheduling media
Comparative
Interpersonal influences on consumer behavior
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Gross Ratings Points (GRPs)
19. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Habits
Direct Mail Advertising
creating a picture of the concept they want to convey
Purchase Frequency
20. 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
Forgetting Rate
Print Media
Product Placement
Reach
21. Tests used to test ad alternatives.
Portfolio Tests
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
Place-Based Media
thumbnails - roughs - dummies - comprehensives (elaborate draft)
22. Offering the product free or at a greatly reduced price.
Samples
Reminder Institutional
Functions of Marketing research
Competitive
23. The speed which buyers forget the brand if advertising is not seen.
Product Placement
Forgetting Rate
Utility
Continuity
24. 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
BDI (Brand development index)
Flighting (Intermittent) Schedule
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Inquiry Tests
25. Is our acquired mental position regarding some idea or object
Attitudes
Contests
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Regular price-line advertising
26. 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.
Limited-Service Agency
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
CPM-TM
Aided Recall
27. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Transit Advertising
Frequency
Ad research
Media vehicle
28. Types of Advertisements
1. Product Advertisements 2. Institutional Advertisements
Buyer Turnover
Limited-Service Agency
Ad research
29. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
funny ads - but not always for the right reasons
Brand loyalty
creating a picture of the concept they want to convey
Post-Tests
30. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Purposes of Marketing research
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Cooperative Advertising
Deals
31. What are the types of Formatting the Body Copy?
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
Lead in paragraphs - interior paragraphs - trial close - and close
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Local Advertisers
32. Ads on the interior and exterior of busses - subways - and taxis.
Direct Mail Advertising
Merchandise Allowance
Opinion leaders
Transit Advertising
33. Ads that simply bring the company's name to the attention of its target market again.
Continuous (Steady) Schedule
Theater Tests
Permission-Based Advertising
Reminder Institutional
34. 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
Habits
Point-of-Purchase Displays
CB - The Consumer Decision Process
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
35. Party Responsible for Carrying Out Advertising Program
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
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Horizontal cooperative advertising
36. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Brand interest
Pretests
STP Marketing (Segmenting - Targeting - Positioning)
Pioneering
37. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
STP Marketing (Segmenting - Targeting - Positioning)
Aided Recall
Pulse (Burst) Schedule
38. Is an individual's openness or curiosity about a brand
Merchandise Allowance
Brand interest
Direct Mail Advertising
1. Product Advertisements 2. Institutional Advertisements
39. Where is the advertising and brand battle won or lost?
Local Advertisers
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Message development - You must create a message that gets into the minds of the consumer and target audience
40. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Consumer-Oriented Sales Promotions (Consumer Promotions)
Contests
41. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Functions of Marketing research
Perception
CB - The Consumer Decision Process
Institutional Advertisements
42. Broad category of media - such as television - radio or newspaper
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Rebates
In-House Agencies
Media class
43. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Print Media
Product Placement
In-House Agencies
CPM-TM
44. What does the layout of an ad consist of?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Premiums
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Functional needs
45. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
1. Product Advertisements 2. Institutional Advertisements
Finance Allowance
Rating
thumbnails - roughs - dummies - comprehensives (elaborate draft)
46. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
International Media
Forgetting Rate
Functional needs
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
47. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Pulse (Burst) Schedule
International Media
Utility
Segmenting
48. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Media vehicle
Cooperative
Pioneering
Cost per Thousand (CPM)
49. Factors of Scheduling Advertising
Post-Tests
Pretests
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Print Media
50. 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)
Purposes of Marketing research
Unaided Recall
Portfolio Tests
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