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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
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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. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
the more audience attention
Place-Based Media
Clearance advertising (a special form of sale advertising)
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
2. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Trade-Oriented Sales Promotions (Trade Promotions)
Rebates
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
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
3. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
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
Competitive Institutional
Cooperative Advertising
Digital Interactive Media
4. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Habits
CPM-TM
CB - The Consumer Decision Process
Maslow's hierarchy of needs theory of motivation based on unmet human needs
5. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Cost per Thousand (CPM)
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Contests
Negatively originated (informational) motives
6. Promote brand recall
Media vehicle
Product Advertising
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Competitive Institutional
7. Recruit new customers - retain current customers - and regain lost customers
Purposes of Marketing research
kickers - boldface and italics
Perception
Brand loyalty
8. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Competitive Institutional
Direct Mail Advertising
Flighting (Intermittent) Schedule
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
9. Allow the audience to participate actively & immediately
Frequency
Sales Tests
Digital Interactive Media
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
10. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
CPM-TM
Clearance advertising (a special form of sale advertising)
Trade-Oriented Sales Promotions (Trade Promotions)
Deals
11. Measures the intensity of a media schedule - based on repeated exposures to the medium (important for memory) - effective frequency is considered somewhere between 'awareness' and 'overexposure'
Interpersonal influences on consumer behavior
Rating
Frequency
Product Placement
12. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Sales Advertising
CPM
Coupons
Gross Ratings Points (GRPs)
13. The number of different people or households exposed to an ad.
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
In-House Agencies
Reach
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
14. Is our acquired mental position regarding some idea or object
Attitudes
Negatively originated (informational) motives
Deals
Permission-Based Advertising
15. Advertisements focused on selling a product or service
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Sales Advertising
Product Advertisements
Nonpersonal influences on consumer behavior
16. Persuade the customer
Comparative
Trade-Oriented Sales Promotions (Trade Promotions)
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
17. They use Retail Advertising because retail stores account for so much of the market
CB - The Consumer Decision Process
Local Advertisers
Habits
Functions of Marketing research
18. Offers the return of money based on proof of purchase.
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
Rebates
Direct Mail Advertising
Market research
19. What are the standard subjects for ad visuals?
Attitudes
Horizontal cooperative advertising
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
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
20. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Habits
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Institutional Advertising
Foreign Media
21. Ads that state the position of a company on an issue.
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Limited-Service Agency
BDI (Brand development index)
Advocacy
22. Tests used to test ad alternatives.
Portfolio Tests
Print Media
Regular price-line advertising
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
23. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
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
Sales Advertising
Direct Mail Advertising
CB - The Consumer Decision Process
24. Consumer needs - product development - assess effectiveness - financial planning and quality control
Premiums
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)
Jury Tests
Functions of Marketing research
25. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Trade-Oriented Sales Promotions (Trade Promotions)
Purposes of Marketing research
funny ads - but not always for the right reasons
Cooperative Advertising
26. What are the types of subheads?
audience - ad message itself - communications media - and the product concept
Deals
Merchandise Allowance
kickers - boldface and italics
27. Ads used for announcements about what a company is - what it can do - and where it is located.
Samples
Theater Tests
Pioneering Institutional
Sweepstakes
28. 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.
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Attitude Tests
Opinion leaders
Deals
29. Is the products ability to satisfy both functional needs & symbolic wants
Inquiry Tests
Local Advertisers
Utility
Transit Advertising
30. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
STP Marketing (Segmenting - Targeting - Positioning)
Sounds that are familiar
Continuous (Steady) Schedule
31. 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.
Rebates
Coupons
Unaided Recall
Ones with fewer words
32. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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33. What do the most effective radio commercials use?
Horizontal cooperative advertising
Sounds that are familiar
Brand interest
Pretests
34. Promotes a specific product or service and stimulates short term action while building awareness of the business
Portfolio Tests
Limited-Service Agency
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Product Advertising
35. 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.
Integrated Marketing Communications
Loyalty Programs
Jury Tests
Brand loyalty
36. 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.
Reference groups
Samples
Sweepstakes
Publicity Tools
37. Information gathered about a particular market or market segment
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
Direct Mail Advertising
Purposes of Marketing research
Market research
38. Sales promotions that offer a discounted price to the consumer - which encourage trial.
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
Coupons
Advocacy
Outdoor Advertising (Billboard)
39. Visualization/conceptualization
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
creating a picture of the concept they want to convey
Transit Advertising (Bus - taxi - and subway advertising)
Attitude Tests
40. Define the brand image
Purchase Frequency
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
bleed pages - inserts - covers - front - inside front - inside back - and outside back
41. The cost of reaching 1 - 000 individuals or households with the advertising message.
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)
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
Cost per Thousand (CPM)
Regular price-line advertising
42. A discount on each case ordered during a specific time period.
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
Premiums
International Media
Case Allowance
43. Link key attributes to the brand name
Frequency
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
thumbnails - roughs - dummies - comprehensives (elaborate draft)
bleed pages - inserts - covers - front - inside front - inside back - and outside back
44. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
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
Pulse (Burst) Schedule
Institutional Advertisements
Institutional Advertising
45. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Allowances and Discounts
Post-Tests
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
kickers - boldface and italics
46. Forms of Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Transit Advertising
Brand loyalty
Integrated Marketing Communications
47. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Loyalty Programs
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
BDI (Brand development index)
Frequency
48. 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.
Deals
Inquiry Tests
Interpersonal influences on consumer behavior
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
49. Three Common Discounts and Allowances
Product Advertisements
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Comparative
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
50. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
Buyer Turnover
Nonpersonal influences on consumer behavior
Trade-Oriented Sales Promotions (Trade Promotions)
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