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Study First
Subject
:
business-skills
Instructions:
Answer 50 questions in 15 minutes.
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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. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
funny ads - but not always for the right reasons
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
Frequently use the word 'you'
Habits
2. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Regular price-line advertising
Product Advertisements
Cooperative Advertising
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
3. Gathering - recording - and analyzing new information to help managers make marketing decisions
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Functions of Marketing research
Marketing research
Rating
4. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Transit Advertising (Bus - taxi - and subway advertising)
Market research
Reference groups
5. The greater size of an ad illustration...
Buyer Turnover
the more audience attention
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
6. 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
Attitudes
International 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
cognitive dissonance
7. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
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
Sounds that are familiar
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
8. What does the layout of an ad consist of?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Cooperative
Lead in paragraphs - interior paragraphs - trial close - and close
Opinion leaders
9. Made up of the company's own advertising staff. They may provide full services or limited services.
Sales Advertising
Frequency
Interpersonal influences on consumer behavior
In-House Agencies
10. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
Allowances and Discounts
Reach
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
11. What kinds of ads resonate more?
Ones with fewer words
Marketing research
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
STP Marketing (Segmenting - Targeting - Positioning)
12. Offering the product free or at a greatly reduced price.
Coupons
Media class
Samples
Interpersonal influences on consumer behavior
13. Party Responsible for Carrying Out Advertising Program
Rossiter & Percy's Fundamental Motives
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Deals
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
14. Duration of an advertising message or campaign over a given period of time - sustains memory
the more audience attention
Allowances and Discounts
Continuity
Coupons
15. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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16. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Vertical cooperative advertising
CB - The Consumer Decision Process
cognitive dissonance
Media class
17. Scare the consumer into action
Recency planning
Attitudes
Regular price-line 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)
18. Some methods for scheduling media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
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
Case Allowance
Nonpersonal influences on consumer behavior
19. When companies mail or email their advertising directly to prospective customers without using one of the commercial media forms
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. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
audience - ad message itself - communications media - and the product concept
Direct Mail Advertising
20. Allow the audience to participate actively & immediately
Institutional Advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Digital Interactive Media
Rossiter & Percy's Fundamental Motives
21. Informs consumers about services or merchandise offered at regular prices
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
CPM-TM
Regular price-line advertising
Samples
22. Information gathered about a particular market or market segment
Participants in the marketing process
Transit Advertising (Bus - taxi - and subway advertising)
Market research
Interpersonal influences on consumer behavior
23. Form - task - possession - time - place utility
Finance Allowance
Cost per Thousand (CPM)
creating a picture of the concept they want to convey
Functional needs
24. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Media class
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Finance Allowance
25. 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
Case Allowance
Continuous (Steady) Schedule
Theater Tests
CB - The Consumer Decision Process
26. 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
Reach
Brand interest
Functional needs
bleed pages - inserts - covers - front - inside front - inside back - and outside back
27. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Allowances and Discounts
Institutional Advertising
Reach
funny ads - but not always for the right reasons
28. Elements of an advertising message
Reminder Institutional
audience - ad message itself - communications media - and the product concept
Portfolio Tests
kickers - boldface and italics
29. People we try to emulate or whose approval concerns us
Place-Based Media
Reference groups
Functions of Marketing research
Rating
30. Recruit new customers - retain current customers - and regain lost customers
Place-Based Media
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
Purposes of Marketing research
Perception
31. Advertising used to reinforce previous knowledge of a product.
Integrated Marketing Communications
Reminder
Positively originated (transformational) motives
Sweepstakes
32. Visualization/conceptualization
Brand interest
Rossiter & Percy's Fundamental Motives
Transit Advertising
creating a picture of the concept they want to convey
33. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
cognitive dissonance
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
Direct Mail Advertising
Ad research
34. How often new buyers enter the market to buy the product.
Vertical cooperative advertising
Frequently use the word 'you'
Pioneering
Buyer Turnover
35. Studies such as controlled experiments and consumer purchase tests.
Sales Tests
Samples
Perception
Attitude Tests
36. What are the kinds of copy you can have in an ad?
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Pretests
Buyer Turnover
creating a picture of the concept they want to convey
37. Ads that state the position of a company on an issue.
Opinion leaders
Vertical cooperative advertising
Clearance advertising (a special form of sale advertising)
Advocacy
38. 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.
Gross Ratings Points (GRPs)
Competitive Institutional
Inquiry Tests
Digital Interactive Media
39. Link key attributes to the brand name
CPM
Print Media
the more audience attention
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
40. Three Common Discounts and Allowances
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Functions of Marketing research
Local Advertisers
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
41. Types of Advertisements
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Nonpersonal influences on consumer behavior
1. Product Advertisements 2. Institutional Advertisements
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
42. Reach (% of total market) x Frequency
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Recency planning
Gross Ratings Points (GRPs)
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
43. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Outdoor Advertising (Billboard)
Limited-Service Agency
Portfolio Tests
Rebates
44. Is an individual's openness or curiosity about a brand
Attitude Tests
Brand interest
Competitive Institutional
creating a picture of the concept they want to convey
45. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Merchandise Allowance
Institutional Advertising
Participants in the marketing process
Regular price-line advertising
46. A discount on each case ordered during a specific time period.
Purposes of Marketing research
Case Allowance
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
47. Firms in the same business (real-estate agents - insurance agents - pharmacies - car dealers - or travel agents) or in the same part of town advertise jointly
Horizontal cooperative advertising
Reminder Institutional
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Continuous (Steady) Schedule
48. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Contests
Ones with fewer words
Continuity
Loyalty Programs
49. Ads in magazines can be strategically placed in these places...
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Lead in paragraphs - interior paragraphs - trial close - and close
bleed pages - inserts - covers - front - inside front - inside back - and outside back
STP Marketing (Segmenting - Targeting - Positioning)
50. Value of Promotion
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
Market research
Jury Tests
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
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