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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
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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. Forms of Institutional Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Media vehicle
Integrated Marketing Communications
2. Consumer needs - product development - assess effectiveness - financial planning and quality control
Jury Tests
Functions of Marketing research
Pioneering
Positively originated (transformational) motives
3. The manufacturer provides the complete ads & shares the cost of the advertising time or space
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Frequently use the word 'you'
Vertical cooperative advertising
Reach
4. Of radio & tv used to be called broadcast media; but with advent of cable TV - many programs are now transmitted electronically though wires rather than broadcast through the air
Segmenting
Competitive
Finance Allowance
Electronic Media
5. Some methods for scheduling media
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Rating
6. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Finance Allowance
Unaided Recall
Utility
Cooperative
7. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
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
Loyalty Programs
Participants in the marketing process
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
8. Time - place of sale - environment
Utility
audience - ad message itself - communications media - and the product concept
Nonpersonal influences on consumer behavior
Interpersonal influences on consumer behavior
9. Is the products ability to satisfy both functional needs & symbolic wants
funny ads - but not always for the right reasons
Frequency
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Utility
10. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Nonpersonal influences on consumer behavior
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
Foreign Media
Maslow's hierarchy of needs theory of motivation based on unmet human needs
11. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Comparative
Recency planning
Print Media
Flighting (Intermittent) Schedule
12. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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13. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Opinion leaders
Outdoor Advertising (Billboard)
Brand loyalty
Rich Media
14. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Advocacy
Nonpersonal influences on consumer behavior
Theater Tests
Segmenting
15. Is our acquired mental position regarding some idea or object
Attitudes
Full-Service Agency
Pulse (Burst) Schedule
Utility
16. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Institutional Advertising
audience - ad message itself - communications media - and the product concept
Frequency
17. Studies such as controlled experiments and consumer purchase tests.
Utility
Perception
Sales Tests
Horizontal cooperative advertising
18. 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
Purposes of Marketing research
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Unaided Recall
19. Information gathered about a particular market or market segment
Rossiter & Percy's Fundamental Motives
Theater Tests
Ad research
Market research
20. Stages of ad development
Lead in paragraphs - interior paragraphs - trial close - and close
Digital Interactive Media
Habits
thumbnails - roughs - dummies - comprehensives (elaborate draft)
21. What are the types of Formatting the Body Copy?
Comparative
kickers - boldface and italics
Lead in paragraphs - interior paragraphs - trial close - and close
Finance Allowance
22. They use Retail Advertising because retail stores account for so much of the market
Comparative
Local Advertisers
CPM-TM
Inquiry Tests
23. Ads on the interior and exterior of busses - subways - and taxis.
Opinion leaders
Transit Advertising
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
24. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Point-of-Purchase Displays
Functions of Marketing research
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Trade-Oriented Sales Promotions (Trade Promotions)
25. Types of audience resonance
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26. 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
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
Positively originated (transformational) motives
BDI (Brand development index)
Nonpersonal influences on consumer behavior
27. Visualization/conceptualization
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
creating a picture of the concept they want to convey
Permission-Based Advertising
Rich Media
28. What are the principles of design?
Cooperative
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
International Media
Limited-Service Agency
29. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Inquiry Tests
Product Advertisements
Trade-Oriented Sales Promotions (Trade Promotions)
CB - The Consumer Decision Process
30. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Ones with fewer words
Ad research
Reminder Institutional
Deals
31. Affective Association
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32. Where is the advertising and brand battle won or lost?
Publicity Tools
creating a picture of the concept they want to convey
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Message development - You must create a message that gets into the minds of the consumer and target audience
33. 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.
CB - The Consumer Decision Process
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
Trade-Oriented Sales Promotions (Trade Promotions)
Jury Tests
34. 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
Habits
Merchandise Allowance
funny ads - but not always for the right reasons
35. Ads in magazines can be strategically placed in these places...
Segmenting
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
bleed pages - inserts - covers - front - inside front - inside back - and outside back
36. Gathering - recording - and analyzing new information to help managers make marketing decisions
Media class
Rating
Vertical cooperative advertising
Marketing research
37. Reach (% of total market) x Frequency
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
Ad research
kickers - boldface and italics
Gross Ratings Points (GRPs)
38. What is the best way to grab attention in an ad?
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39. Scare the consumer into action
Frequently use the word 'you'
Attitudes
Comparative
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)
40. 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
cognitive dissonance
Purchase Frequency
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
CB - The Consumer Decision Process
41. Three Approaches to Setting Advertising Schedules
Brand interest
Vertical cooperative advertising
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
42. Common Advertising Appeals
Pretests
Interpersonal influences on consumer behavior
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
43. Is an individual's openness or curiosity about a brand
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Brand interest
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
44. The cost of reaching 1 - 000 individuals or households with the advertising message.
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Outdoor Advertising (Billboard)
Local Advertisers
Cost per Thousand (CPM)
45. Persuade the customer
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
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
Place-Based Media
Aided Recall
46. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Post-Tests
Samples
Outdoor Advertising (Billboard)
Marketing research
47. Promotes a specific product or service and stimulates short term action while building awareness of the business
Rossiter & Percy's Fundamental Motives
Product Advertising
Continuity
Product Advertisements
48. Form - task - possession - time - place utility
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Functional needs
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
49. Advertising that promotes a specific brand's features and benefits.
Jury Tests
Competitive
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Ones with fewer words
50. Types of Advertisements
Opinion leaders
STP Marketing (Segmenting - Targeting - Positioning)
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
1. Product Advertisements 2. Institutional Advertisements
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