SUBJECTS
|
BROWSE
|
CAREER CENTER
|
POPULAR
|
JOIN
|
LOGIN
Business Skills
|
Soft Skills
|
Basic Literacy
|
Certifications
About
|
Help
|
Privacy
|
Terms
|
Email
Search
Test your basic knowledge |
Advertising
Start Test
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. What are the types of headlines?
Lead in paragraphs - interior paragraphs - trial close - and close
STP Marketing (Segmenting - Targeting - Positioning)
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Aided Recall
2. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Local Advertisers
Post-Tests
Classified Advertising
Ones with fewer words
3. Consumer needs - product development - assess effectiveness - financial planning and quality control
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
CB - The Consumer Decision Process
Functions of Marketing research
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
4. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Flighting (Intermittent) Schedule
Allowances and Discounts
Media class
Participants in the marketing process
5. What is the best way to grab attention in an ad?
Warning
: Invalid argument supplied for foreach() in
/var/www/html/basicversity.com/show_quiz.php
on line
183
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
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
CB - The Consumer Decision Process
Product Advertisements
Sales Advertising
7. Content advertising
Unaided Recall
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Full-Service Agency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
8. Cost of media buy/targeted audienceX1 - 000
Frequency
Attitudes
CPM-TM
Participants in the marketing process
9. Allow the audience to participate actively & immediately
Reminder
Theater Tests
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Digital Interactive Media
10. Information gathered about a particular market or market segment
Merchandise Allowance
Samples
Market research
1. Product Advertisements 2. Institutional Advertisements
11. Evaluation process conducted before the ads are in place to determine whether the ad communicates the intended message or to select among alternative versions of the ad.
funny ads - but not always for the right reasons
CPM
Pretests
Pulse (Burst) Schedule
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
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Cooperative
Clearance advertising (a special form of sale advertising)
Ad research
13. Affective Association
Warning
: Invalid argument supplied for foreach() in
/var/www/html/basicversity.com/show_quiz.php
on line
183
14. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Foreign Media
Institutional Advertisements
Unaided Recall
Rating
15. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
Comparative
Digital Interactive Media
Loyalty Programs
16. What does the layout of an ad consist of?
Lead in paragraphs - interior paragraphs - trial close - and close
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
17. Advertising that promotes a specific brand's features and benefits.
Ad research
Brand loyalty
Competitive
Buyer Turnover
18. Advertising showing one brand's strengths relative to its competitors.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Comparative
Pretests
Functional needs
19. What are the positives to newspapers as a form of mass media?
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
the more audience attention
Consumer-Oriented Sales Promotions (Consumer Promotions)
Attitude Tests
20. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Reach
Electronic Media
Cost per Thousand (CPM)
Transit Advertising (Bus - taxi - and subway advertising)
21. Form - task - possession - time - place utility
Functional needs
Print Media
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
the more audience attention
22. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
International Media
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Cooperative
23. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Message development - You must create a message that gets into the minds of the consumer and target audience
Theater Tests
Point-of-Purchase Displays
Continuous (Steady) Schedule
24. The speed which buyers forget the brand if advertising is not seen.
Forgetting Rate
Utility
Cooperative
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
25. What do the most effective radio commercials use?
Samples
Sounds that are familiar
Comparative
Allowances and Discounts
26. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
Pioneering Institutional
CPM
Brand loyalty
27. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CPM
Cost per Thousand (CPM)
Finance Allowance
Maslow's hierarchy of needs theory of motivation based on unmet human needs
28. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Sales Tests
Allowances and Discounts
Media class
Institutional Advertising
29. 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'
Opinion leaders
Functional needs
Frequency
Frequency
30. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Local Advertisers
Merchandise Allowance
Positively originated (transformational) motives
Message development - You must create a message that gets into the minds of the consumer and target audience
31. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
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
Sounds that are familiar
Pulse (Burst) Schedule
Allowances and Discounts
32. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cost per Thousand (CPM)
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Horizontal cooperative advertising
Frequency
33. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
Warning
: Invalid argument supplied for foreach() in
/var/www/html/basicversity.com/show_quiz.php
on line
183
34. What are the function of headlines?
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Brand loyalty
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
Message development - You must create a message that gets into the minds of the consumer and target audience
35. Is an individual's openness or curiosity about a brand
audience - ad message itself - communications media - and the product concept
Functions of Marketing research
Reachxfrequency
Brand interest
36. How often new buyers enter the market to buy the product.
Buyer Turnover
BDI (Brand development index)
Advocacy
CB - The Consumer Decision Process
37. The number of different people or households exposed to an ad.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Frequency
Reach
Frequently use the word 'you'
38. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Transit Advertising
Transit Advertising (Bus - taxi - and subway advertising)
Pulse (Burst) Schedule
Utility
39. 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.
Sales Advertising
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Purchase Frequency
Competitive Institutional
40. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Media vehicle
Forgetting Rate
Aided Recall
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
41. Advertisements focused on selling a product or service
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Competitive
Product Advertisements
Exchange
42. Common Advertising Appeals
Exchange
Coupons
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. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
43. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Vertical cooperative advertising
Sweepstakes
Allowances and Discounts
Positively originated (transformational) motives
44. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Consumer-Oriented Sales Promotions (Consumer Promotions)
Post-Tests
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)
Outdoor Advertising (Billboard)
45. Party Responsible for Carrying Out Advertising Program
Finance Allowance
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Segmenting
Lead in paragraphs - interior paragraphs - trial close - and close
46. Approaches to Post-Testing
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Reach
BDI (Brand development index)
Advocacy
47. Types of Publicity Tools
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Contests
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
48. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Inquiry Tests
Local Advertisers
Theater Tests
Opinion leaders
49. 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)
Direct Mail Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Media vehicle
50. People we try to emulate or whose approval concerns us
Reference groups
Advocacy
the more audience attention
Sweepstakes