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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. What are the function of headlines?
Market research
Transit Advertising (Bus - taxi - and subway advertising)
Integrated Marketing Communications
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
2. What are the principles of design?
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
Inquiry Tests
Comparative
Outdoor Advertising (Billboard)
3. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Foreign Media
Exchange
Purposes of Marketing research
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
4. Some methods for scheduling media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
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
Recency planning
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
5. People we try to emulate or whose approval concerns us
Finance Allowance
Pioneering
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Reference groups
6. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Attitudes
Consumer-Oriented Sales Promotions (Consumer Promotions)
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
International Media
7. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Sales Tests
Direct Mail Advertising
Vertical cooperative advertising
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
8. Offers the return of money based on proof of purchase.
Rebates
Rating
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
CPM
9. The average number of times a person in the target audience is exposed to an ad.
Loyalty Programs
Frequency
Attitudes
Unaided Recall
10. Promote brand recall
Publicity Tools
Buyer Turnover
kickers - boldface and italics
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
11. 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
cognitive dissonance
Media class
Pioneering
Frequency
12. They use Retail Advertising because retail stores account for so much of the market
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Local Advertisers
Post-Tests
CB - The Consumer Decision Process
13. Define the brand image
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
Direct Mail Advertising
Ad research
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
14. Time - place of sale - environment
Nonpersonal influences on consumer behavior
cognitive dissonance
Functional needs
Buyer Turnover
15. Forms of Product Advertising
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
audience - ad message itself - communications media - and the product concept
Place-Based Media
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
16. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
BDI (Brand development index)
Participants in the marketing process
Clearance advertising (a special form of sale advertising)
Attitudes
17. Ads that simply bring the company's name to the attention of its target market again.
bleed pages - inserts - covers - front - inside front - inside back - and outside back
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
Sounds that are familiar
Reminder Institutional
18. A positive bonus is promised rather than the removal or reduction of some negative situation. The 3 positively originated motives- sensory gratification - intellectual stimulation - & social approval
Vertical cooperative advertising
Positively originated (transformational) motives
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Outdoor Advertising (Billboard)
19. 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
Product Placement
CB - The Consumer Decision Process
Merchandise Allowance
Perception
20. 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
Print Media
Samples
Reach
21. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Pioneering
Pioneering Institutional
Forgetting Rate
22. Ads on the interior and exterior of busses - subways - and taxis.
Rossiter & Percy's Fundamental Motives
Pioneering Institutional
Transit Advertising
Marketing research
23. 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
Samples
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Product Advertisements
24. Markets are segmented - products are positioned
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Pioneering Institutional
Segmenting
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
25. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Institutional Advertisements
Sales Tests
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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
26. Approaches to Post-Testing
Media vehicle
Interpersonal influences on consumer behavior
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
27. Is an individual's openness or curiosity about a brand
Inquiry Tests
Positively originated (transformational) motives
Opinion leaders
Brand interest
28. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Classified Advertising
Cooperative
Theater Tests
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
29. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Pretests
Opinion leaders
Negatively originated (informational) motives
Frequency
30. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Institutional Advertisements
Forgetting Rate
Allowances and Discounts
Transit Advertising (Bus - taxi - and subway advertising)
31. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Habits
Inquiry Tests
Rating
32. Specializes in one aspect of the advertising process such as creative services to develop the advertising copy - buying previously un-purchased media - or providing internet services.
Limited-Service Agency
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Rating
Trade-Oriented Sales Promotions (Trade Promotions)
33. Forms of Institutional Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Theater Tests
Transit Advertising
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
34. Gross rating points =
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
Reachxfrequency
Electronic Media
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
35. 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
Interpersonal influences on consumer behavior
Negatively originated (informational) motives
Publicity Tools
funny ads - but not always for the right reasons
36. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Advocacy
CPM-TM
Sales Advertising
STP Marketing (Segmenting - Targeting - Positioning)
37. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Interpersonal influences on consumer behavior
Allowances and Discounts
Institutional Advertising
Functional needs
38. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Comparative
Contests
Permission-Based Advertising
Deals
39. 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.
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)
Media class
Attitude Tests
Merchandise Allowance
40. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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41. What kinds of ads resonate more?
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Ones with fewer words
Samples
Sales Tests
42. Types of Publicity Tools
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
Local Advertisers
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
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
43. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Brand loyalty
Pioneering Institutional
Purchase Frequency
Portfolio Tests
44. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
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. Building Long-Term Relationships with Promotion 2. Self-Regulation
CPM
1. Product Advertisements 2. Institutional Advertisements
45. Where is the advertising and brand battle won or lost?
Reminder
Message development - You must create a message that gets into the minds of the consumer and target audience
Product Placement
Sounds that are familiar
46. Offering the product free or at a greatly reduced price.
kickers - boldface and italics
Product Placement
Samples
Continuity
47. Ads in magazines can be strategically placed in these places...
Digital Interactive Media
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Place-Based Media
48. 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'
Advocacy
Deals
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Frequency
49. A discount on each case ordered during a specific time period.
Reference groups
Attitudes
Print Media
Case Allowance
50. What is the best way to grab attention in an ad?
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