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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. Content advertising
Outdoor Advertising (Billboard)
Perception
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
2. Visualization/conceptualization
Reminder Institutional
creating a picture of the concept they want to convey
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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
3. They use Retail Advertising because retail stores account for so much of the market
Transit Advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Direct Mail Advertising
Local Advertisers
4. The average number of times a person in the target audience is exposed to an ad.
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
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Frequency
Product Advertisements
5. Studies such as controlled experiments and consumer purchase tests.
Trade-Oriented Sales Promotions (Trade Promotions)
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
Sales Tests
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
6. Sales promotions that require participants to submit some kind of entry but are purely games of chance requiring no analytical or creative effort by the consumer.
Market research
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Sweepstakes
Contests
7. Transform consumption experience
Institutional Advertisements
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales 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
Digital Interactive Media
8. What is the best way to grab attention in an ad?
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9. Questions such as "What ads do you remember watching yesterday?" is asked of respondents without any prompting to determine whether they saw or heard advertising messages.
the more audience attention
Unaided Recall
Classified Advertising
cognitive dissonance
10. What kinds of ads resonate more?
Ones with fewer words
Reachxfrequency
thumbnails - roughs - dummies - comprehensives (elaborate draft)
1. Product Advertisements 2. Institutional Advertisements
11. Approaches to Post-Testing
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
STP Marketing (Segmenting - Targeting - Positioning)
Competitive
12. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Place-Based Media
Classified Advertising
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
the more audience attention
13. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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14. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Product Advertisements
Opinion leaders
Lead in paragraphs - interior paragraphs - trial close - and close
15. Joining together in a consistent manner everything that communicates with customers
Theater Tests
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Integrated Marketing Communications
16. Customer's perception of product/service; sometimes advertisers need to change those perceptions. As well as seller's perception of customer's needs - wants - objectives.
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Recency planning
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
Perception
17. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
Local Advertisers
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
Opinion leaders
18. 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.
kickers - boldface and italics
Recency planning
Competitive
Competitive Institutional
19. What are the types of Formatting the Body Copy?
Attitudes
Habits
Lead in paragraphs - interior paragraphs - trial close - and close
Foreign Media
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'
cognitive dissonance
Frequency
Foreign Media
Sales Advertising
21. Form - task - possession - time - place utility
Media vehicle
Recency planning
Post-Tests
Functional needs
22. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Cooperative Advertising
Frequency
Market research
Nonpersonal influences on consumer behavior
23. What are the function of headlines?
Allowances and Discounts
Premiums
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
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
24. Advertisements focused on selling a product or service
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Market research
Product Advertisements
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
25. What are the types of headlines?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Electronic Media
Direct Mail Advertising
Sales Advertising
26. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Competitive
cognitive dissonance
Attitudes
27. Advertisements that tell people what a product is - what it can do - and where it can be found.
Media class
Continuity
Pioneering
Reminder
28. When seasonal factors are unimportant - ads are run at a continuous or steady schedule throughout the year.
Message development - You must create a message that gets into the minds of the consumer and target audience
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Positively originated (transformational) motives
Continuous (Steady) Schedule
29. What does the layout of an ad consist of?
Direct Mail Advertising
Jury Tests
thumbnails - roughs - dummies - comprehensives (elaborate draft)
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
30. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
Electronic Media
Advocacy
Product Placement
31. 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
Comparative
Digital Interactive Media
Positively originated (transformational) motives
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
32. Ads on the interior and exterior of busses - subways - and taxis.
Rating
Transit Advertising
Portfolio Tests
Pioneering
33. Interactive online advertising.
Media class
Rich Media
Competitive Institutional
CPM-TM
34. What are the kinds of copy you can have in an ad?
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
Sounds that are familiar
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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
35. Merchandise offered free or at a significant discount.
Marketing research
Premiums
Purchase Frequency
Product Placement
36. Define the brand image
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Vertical cooperative advertising
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
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
37. 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
Local Advertisers
Sweepstakes
Competitive
BDI (Brand development index)
38. The speed which buyers forget the brand if advertising is not seen.
Habits
Exchange
Portfolio Tests
Forgetting Rate
39. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
STP Marketing (Segmenting - Targeting - Positioning)
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
Opinion leaders
Transit Advertising
40. Situate the brand socially
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
Print Media
Trade-Oriented Sales Promotions (Trade Promotions)
Horizontal cooperative advertising
41. Displays that take the form of an advertising sign in high traffic areas of store aisles.
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
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
Point-of-Purchase Displays
Purchase Frequency
42. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Finance Allowance
Participants in the marketing process
Opinion leaders
Frequency
43. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Institutional Advertising
Frequency
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Foreign Media
44. How often new buyers enter the market to buy the product.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Buyer Turnover
Continuous (Steady) Schedule
Sales Advertising
45. 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.
Attitudes
Samples
Attitude Tests
Competitive Institutional
46. Family - society - reference groups - opinion leaders
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Interpersonal influences on consumer behavior
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
Inquiry Tests
47. Broad category of media - such as television - radio or newspaper
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Brand loyalty
Pioneering
Media class
48. Forms of Institutional Advertisements
Case Allowance
CB - The Consumer Decision Process
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
49. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Deals
cognitive dissonance
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)
Recency planning
50. What are the types of subheads?
Rebates
kickers - boldface and italics
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Interpersonal influences on consumer behavior
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