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Advertising
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Study First
Subject
:
business-skills
Instructions:
Answer 50 questions in 15 minutes.
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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. 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. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Vertical cooperative 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
BDI (Brand development index)
2. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Segmenting
Foreign Media
cognitive dissonance
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
3. Some methods for scheduling media
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
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Market research
Brand interest
4. A discount on each case ordered during a specific time period.
Participants in the marketing process
Case Allowance
Comparative
Unaided Recall
5. Form - task - possession - time - place utility
creating a picture of the concept they want to convey
Opinion leaders
Inquiry Tests
Functional needs
6. Advertisements focused on selling a product or service
Product Advertisements
Sales Tests
International Media
Print Media
7. Placing items on sale and offering two-for-one specials of other deals
Opinion leaders
Sales Advertising
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)
Reach
8. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Merchandise Allowance
Product Advertising
Rating
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
9. Duration of an advertising message or campaign over a given period of time - sustains memory
Transit Advertising
Local Advertisers
Continuity
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
10. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Comparative
Media vehicle
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Theater Tests
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'
Transit Advertising
Frequency
Lead in paragraphs - interior paragraphs - trial close - and close
Digital Interactive Media
12. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Deals
Exchange
Attitudes
Cooperative
13. Stages of ad development
Market research
Deals
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
thumbnails - roughs - dummies - comprehensives (elaborate draft)
14. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Institutional Advertisements
Direct Mail Advertising
Utility
Ones with fewer words
15. Influencing the brand choice of consumers who are 'ready to buy'
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Recency planning
Jury Tests
Forgetting Rate
16. 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
Point-of-Purchase Displays
Pulse (Burst) Schedule
Buyer Turnover
17. 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
Attitudes
Pulse (Burst) Schedule
Reach
funny ads - but not always for the right reasons
18. Joining together in a consistent manner everything that communicates with customers
Cooperative Advertising
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Integrated Marketing Communications
Cooperative
19. Tests used to test ad alternatives.
Portfolio Tests
Electronic Media
Habits
Purposes of Marketing research
20. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Product Advertisements
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. Product Advertisements 2. Institutional Advertisements
Opinion leaders
21. Ads that simply bring the company's name to the attention of its target market again.
Full-Service Agency
Competitive
Reminder Institutional
Competitive Institutional
22. Markets are segmented - products are positioned
Perception
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)
Segmenting
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
23. The number of different people or households exposed to an ad.
Participants in the marketing process
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)
Comparative
Reach
24. Link key attributes to the brand name
Publicity Tools
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
Pioneering Institutional
Portfolio Tests
25. 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
Trade-Oriented Sales Promotions (Trade Promotions)
Buyer Turnover
Samples
26. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Contests
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Consumer-Oriented Sales Promotions (Consumer Promotions)
Lead in paragraphs - interior paragraphs - trial close - and close
27. 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
Brand loyalty
Finance Allowance
Electronic Media
CB - The Consumer Decision Process
28. Family - society - reference groups - opinion leaders
Institutional Advertising
Reach
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
29. Interactive online advertising.
Rich Media
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Horizontal cooperative advertising
Buyer Turnover
30. Informs consumers about services or merchandise offered at regular prices
Regular price-line advertising
Recency planning
Purposes of Marketing research
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
31. Changing behavior by inducing anxiety
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
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
1. Product Advertisements 2. Institutional Advertisements
funny ads - but not always for the right reasons
32. Advertising that promotes a specific brand's features and benefits.
Permission-Based Advertising
Premiums
Attitude Tests
Competitive
33. What are the types of headlines?
Outdoor Advertising (Billboard)
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
funny ads - but not always for the right reasons
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
34. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
Horizontal cooperative advertising
Reference groups
Direct Mail Advertising
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
35. Three Approaches to Setting Advertising Schedules
Portfolio Tests
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Theater Tests
36. 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.
BDI (Brand development index)
CPM-TM
Jury Tests
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
37. What kinds of ads resonate more?
Cost per Thousand (CPM)
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Ones with fewer words
Samples
38. Promote brand recall
Interpersonal influences on consumer behavior
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Clearance advertising (a special form of sale advertising)
39. What are the kinds of copy you can have in an ad?
Product Placement
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Purchase Frequency
Publicity Tools
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.
Rebates
Samples
Attitudes
Unaided Recall
41. Affective Association
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42. Forms of Institutional Advertisements
Direct Mail Advertising
Reminder
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Functions of Marketing research
43. Gathering - recording - and analyzing new information to help managers make marketing decisions
Lead in paragraphs - interior paragraphs - trial close - and close
Marketing research
Classified Advertising
Transit Advertising (Bus - taxi - and subway advertising)
44. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Ad research
Institutional 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
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
45. The more frequently a product is purchased - the less repetition is required.
Samples
Market research
Purchase Frequency
Brand interest
46. Approaches to Post-Testing
Media vehicle
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Comparative
Frequency
47. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Trade-Oriented Sales Promotions (Trade Promotions)
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Institutional Advertising
48. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Coupons
Competitive
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Publicity Tools
49. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Permission-Based Advertising
the more audience attention
Sounds that are familiar
Outdoor Advertising (Billboard)
50. Gross rating points =
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
Message development - You must create a message that gets into the minds of the consumer and target audience
Forgetting Rate
Reachxfrequency
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