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Advertising
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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
.
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. Is an individual's openness or curiosity about a brand
Product Advertising
funny ads - but not always for the right reasons
Brand interest
Pulse (Burst) Schedule
2. Forms of Product Advertising
CPM
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Consumer-Oriented Sales Promotions (Consumer Promotions)
3. Factors of Scheduling 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
Regular price-line advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Functional needs
4. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Habits
Horizontal cooperative advertising
Point-of-Purchase Displays
Reminder
5. 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.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Advocacy
Competitive Institutional
6. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Direct Mail Advertising
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
Rich Media
Horizontal cooperative advertising
7. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
STP Marketing (Segmenting - Targeting - Positioning)
Reminder
Clearance advertising (a special form of sale advertising)
8. The percentage of households in a market that are tuned to a particular TV/radio show.
Pretests
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
Rating
Local Advertisers
9. 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
Reach
Transit Advertising
Negatively originated (informational) motives
the more audience attention
10. What are the types of Formatting the Body Copy?
Ones with fewer words
Lead in paragraphs - interior paragraphs - trial close - and close
Opinion leaders
Perception
11. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cost per Thousand (CPM)
kickers - boldface and italics
Media class
Finance Allowance
12. 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
Theater Tests
Clearance advertising (a special form of sale advertising)
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Pioneering
13. Promotes a specific product or service and stimulates short term action while building awareness of the business
Aided Recall
Sales Advertising
Place-Based Media
Product Advertising
14. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Finance Allowance
Advocacy
Allowances and Discounts
Loyalty Programs
15. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Merchandise Allowance
STP Marketing (Segmenting - Targeting - Positioning)
Purchase Frequency
Negatively originated (informational) motives
16. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Outdoor Advertising (Billboard)
Continuity
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
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
17. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
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
Local Advertisers
Institutional Advertising
International Media
18. Offering the product free or at a greatly reduced price.
Segmenting
the more audience attention
Samples
1. Product Advertisements 2. Institutional Advertisements
19. Content advertising
Post-Tests
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Coupons
20. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Pulse (Burst) Schedule
Coupons
Product Advertisements
Aided Recall
21. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Rossiter & Percy's Fundamental Motives
Point-of-Purchase Displays
Continuous (Steady) Schedule
Buyer Turnover
22. Merchandise offered free or at a significant discount.
Message development - You must create a message that gets into the minds of the consumer and target audience
Theater Tests
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Premiums
23. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
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
Full-Service Agency
Participants in the marketing process
24. Affective Association
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25. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Ad research
Local Advertisers
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
26. Ads in magazines can be strategically placed in these places...
STP Marketing (Segmenting - Targeting - Positioning)
Place-Based Media
Forgetting Rate
bleed pages - inserts - covers - front - inside front - inside back - and outside back
27. 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
CB - The Consumer Decision Process
cognitive dissonance
Frequently use the word 'you'
Reachxfrequency
28. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
Integrated Marketing Communications
Gross Ratings Points (GRPs)
Competitive Institutional
29. 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.
Post-Tests
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Sweepstakes
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
30. Where is the advertising and brand battle won or lost?
Message development - You must create a message that gets into the minds of the consumer and target audience
CB - The Consumer Decision Process
Participants in the marketing process
Direct Mail Advertising
31. Scare the consumer into action
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. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Positively originated (transformational) motives
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)
32. What do the most effective radio commercials use?
Reminder
Competitive Institutional
Sounds that are familiar
Brand loyalty
33. Recruit new customers - retain current customers - and regain lost customers
Buyer Turnover
Cost per Thousand (CPM)
Horizontal cooperative advertising
Purposes of Marketing research
34. 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.
Premiums
Reference groups
Loyalty Programs
Perception
35. What does the layout of an ad consist of?
Participants in the marketing process
Functions of Marketing research
Trade-Oriented Sales Promotions (Trade Promotions)
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
36. Define the brand image
Cost per Thousand (CPM)
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Rebates
Reminder Institutional
37. Broad category of media - such as television - radio or newspaper
Rebates
1. Product Advertisements 2. Institutional Advertisements
Classified Advertising
Media class
38. 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.
Case Allowance
Flighting (Intermittent) Schedule
Unaided Recall
Print Media
39. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Nonpersonal influences on consumer behavior
Consumer-Oriented Sales Promotions (Consumer Promotions)
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
40. What are the positives to newspapers as a form of mass media?
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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
CPM-TM
Frequently use the word 'you'
41. What are the standard subjects for ad visuals?
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
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
Transit Advertising
Flighting (Intermittent) Schedule
42. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Pioneering Institutional
Product Placement
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Portfolio Tests
43. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Rating
Media vehicle
Advocacy
CPM
44. What kind of ads are most often remembered?
Gross Ratings Points (GRPs)
1. Product Advertisements 2. Institutional Advertisements
Comparative
funny ads - but not always for the right reasons
45. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Regular price-line advertising
Deals
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
funny ads - but not always for the right reasons
46. Is the products ability to satisfy both functional needs & symbolic wants
Utility
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
CB - The Consumer Decision Process
Classified Advertising
47. Visualization/conceptualization
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Rossiter & Percy's Fundamental Motives
Cost per Thousand (CPM)
creating a picture of the concept they want to convey
48. Advertising used to reinforce previous knowledge of a product.
Reminder
Media class
Forgetting Rate
Reach
49. Situate the brand socially
Continuity
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
Cooperative
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
50. Joining together in a consistent manner everything that communicates with customers
Product Advertisements
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Ones with fewer words
Integrated Marketing Communications
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