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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. The cost of reaching 1 - 000 individuals or households with the advertising message.
Reach
Print Media
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Cost per Thousand (CPM)
2. Studies such as controlled experiments and consumer purchase tests.
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
Sales Tests
Frequency
Comparative
3. 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.
Jury Tests
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
Segmenting
Product Advertisements
4. 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
Brand loyalty
Horizontal cooperative advertising
In-House Agencies
Cooperative Advertising
5. Reach (% of total market) x Frequency
Outdoor Advertising (Billboard)
Gross Ratings Points (GRPs)
CB - The Consumer Decision Process
Opinion leaders
6. 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
Electronic Media
Brand interest
Competitive Institutional
Opinion leaders
7. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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8. The average number of times a person in the target audience is exposed to an ad.
Frequency
Brand loyalty
Product Advertisements
Frequency
9. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Regular price-line advertising
Cooperative Advertising
Portfolio Tests
thumbnails - roughs - dummies - comprehensives (elaborate draft)
10. What does the layout of an ad consist of?
Market research
Reach
Frequency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
11. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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12. Party Responsible for Carrying Out Advertising Program
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
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
Brand loyalty
Competitive Institutional
13. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Continuous (Steady) Schedule
STP Marketing (Segmenting - Targeting - Positioning)
Case Allowance
Flighting (Intermittent) Schedule
14. Broad category of media - such as television - radio or newspaper
STP Marketing (Segmenting - Targeting - Positioning)
Unaided Recall
Media class
Negatively originated (informational) motives
15. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Allowances and Discounts
Local Advertisers
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
Continuous (Steady) Schedule
16. 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
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Product Placement
Segmenting
17. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Deals
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Segmenting
cognitive dissonance
18. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Frequency
Flighting (Intermittent) Schedule
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Recency planning
19. Visualization/conceptualization
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Cooperative
Allowances and Discounts
creating a picture of the concept they want to convey
20. 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'
Frequency
Marketing research
Positively originated (transformational) motives
BDI (Brand development index)
21. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
1. Product Advertisements 2. Institutional Advertisements
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Cooperative
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
22. Three Approaches to Setting Advertising Schedules
Flighting (Intermittent) Schedule
Trade-Oriented Sales Promotions (Trade Promotions)
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
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
23. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
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
Rating
Reach
Post-Tests
24. Define the brand image
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Loyalty Programs
Attitudes
25. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Institutional Advertisements
Product Advertising
Marketing research
Point-of-Purchase Displays
26. Information gathered about a particular market or market segment
Market research
Flighting (Intermittent) Schedule
Institutional Advertisements
Reminder Institutional
27. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Full-Service Agency
Competitive Institutional
kickers - boldface and italics
Interpersonal influences on consumer behavior
28. Consumer needs - product development - assess effectiveness - financial planning and quality control
Functions of Marketing research
creating a picture of the concept they want to convey
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Habits
29. 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.
Perception
Classified Advertising
Pretests
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
30. Some methods for scheduling media
Sales Tests
Pulse (Burst) Schedule
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Exchange
31. The speed which buyers forget the brand if advertising is not seen.
Transit Advertising
Forgetting Rate
Jury Tests
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
32. Promotes a specific product or service and stimulates short term action while building awareness of the business
Product Advertising
Inquiry Tests
Foreign Media
Permission-Based Advertising
33. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Perception
Theater Tests
Foreign Media
Product Placement
34. Advertising showing one brand's strengths relative to its competitors.
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Comparative
Purchase Frequency
Perception
35. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Classified Advertising
Inquiry Tests
Full-Service Agency
Publicity Tools
36. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Post-Tests
Ad research
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
bleed pages - inserts - covers - front - inside front - inside back - and outside back
37. Types of audience resonance
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38. Ads that simply bring the company's name to the attention of its target market again.
CPM-TM
Pretests
Reminder Institutional
Ad research
39. What are the types of subheads?
Message development - You must create a message that gets into the minds of the consumer and target audience
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
kickers - boldface and italics
Clearance advertising (a special form of sale advertising)
40. Placing items on sale and offering two-for-one specials of other deals
Sales Advertising
Media class
Finance Allowance
1. Product Advertisements 2. Institutional Advertisements
41. 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.
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
Media class
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Inquiry Tests
42. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Utility
Flighting (Intermittent) Schedule
Aided Recall
43. What kinds of ads resonate more?
Ones with fewer words
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Brand interest
thumbnails - roughs - dummies - comprehensives (elaborate draft)
44. Persuade the customer
Maslow's hierarchy of needs theory of motivation based on unmet human needs
CB - The Consumer Decision Process
cognitive dissonance
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
45. 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
Digital Interactive Media
Clearance advertising (a special form of sale advertising)
Interpersonal influences on consumer behavior
the more audience attention
46. What is the best way to grab attention in an ad?
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47. Markets are segmented - products are positioned
Regular price-line advertising
Interpersonal influences on consumer behavior
Segmenting
CB - The Consumer Decision Process
48. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Transit Advertising
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
Participants in the marketing process
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
49. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Attitude Tests
Pulse (Burst) Schedule
Trade-Oriented Sales Promotions (Trade Promotions)
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
50. 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
Brand loyalty
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Rich Media
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