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Test your basic knowledge |
Advertising
Start Test
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 does the layout of an ad consist of?
Inquiry Tests
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Consumer-Oriented Sales Promotions (Consumer Promotions)
Clearance advertising (a special form of sale advertising)
2. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Reach
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Contests
Inquiry Tests
3. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Samples
Continuity
Foreign Media
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
4. Value of Promotion
Flighting (Intermittent) Schedule
Segmenting
Trade-Oriented Sales Promotions (Trade Promotions)
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
5. What are the kinds of copy you can have in an ad?
Consumer-Oriented Sales Promotions (Consumer Promotions)
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Rich Media
Reminder Institutional
6. Ads in magazines can be strategically placed in these places...
Functional needs
Functions of Marketing research
In-House Agencies
bleed pages - inserts - covers - front - inside front - inside back - and outside back
7. Three Approaches to Setting Advertising Schedules
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Institutional Advertisements
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
8. Interactive online advertising.
Rich Media
CB - The Consumer Decision Process
Competitive
Full-Service Agency
9. Party Responsible for Carrying Out Advertising Program
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Trade-Oriented Sales Promotions (Trade Promotions)
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
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
10. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Rating
Media vehicle
Transit Advertising (Bus - taxi - and subway advertising)
Place-Based Media
11. How often new buyers enter the market to buy the product.
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
Reminder
Buyer Turnover
Exchange
12. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Inquiry Tests
International Media
Outdoor Advertising (Billboard)
Trade-Oriented Sales Promotions (Trade Promotions)
13. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Institutional Advertisements
Cooperative
Buyer Turnover
Loyalty Programs
14. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Frequency
Jury Tests
Media vehicle
Brand loyalty
15. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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16. Duration of an advertising message or campaign over a given period of time - sustains memory
Nonpersonal influences on consumer behavior
Functions of Marketing research
Continuity
Trade-Oriented Sales Promotions (Trade Promotions)
17. People we try to emulate or whose approval concerns us
Rating
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
STP Marketing (Segmenting - Targeting - Positioning)
Reference groups
18. Changing behavior by inducing anxiety
Post-Tests
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
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Permission-Based Advertising
19. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
CPM
Pretests
Flighting (Intermittent) Schedule
Purposes of Marketing research
20. Recruit new customers - retain current customers - and regain lost customers
Segmenting
Purposes of Marketing research
Purchase Frequency
cognitive dissonance
21. Studies such as controlled experiments and consumer purchase tests.
International Media
Samples
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Sales Tests
22. 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
Forgetting Rate
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
23. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Reachxfrequency
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
Allowances and Discounts
Publicity Tools
24. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Product Placement
Case Allowance
Samples
Theater Tests
25. Define the brand image
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
In-House Agencies
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Ones with fewer words
26. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Clearance advertising (a special form of sale advertising)
Ad research
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
International Media
27. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Full-Service Agency
Exchange
Coupons
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
28. Form - task - possession - time - place utility
Competitive
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
Functional needs
Gross Ratings Points (GRPs)
29. 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
Clearance advertising (a special form of sale advertising)
CPM-TM
Maslow's hierarchy of needs theory of motivation based on unmet human needs
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
30. Consumer needs - product development - assess effectiveness - financial planning and quality control
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Loyalty Programs
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
Functions of Marketing research
31. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Reference groups
Post-Tests
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
32. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Frequently use the word 'you'
Finance Allowance
funny ads - but not always for the right reasons
Perception
33. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Negatively originated (informational) motives
Outdoor Advertising (Billboard)
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)
Case Allowance
34. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
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
Brand loyalty
BDI (Brand development index)
35. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cost per Thousand (CPM)
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
funny ads - but not always for the right reasons
Perception
36. Cost of media buy/targeted audienceX1 - 000
Rich Media
CPM-TM
Pioneering Institutional
Continuity
37. Ads on the interior and exterior of busses - subways - and taxis.
Post-Tests
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
Transit Advertising
Premiums
38. Information gathered about a particular market or market segment
Market research
Place-Based Media
Transit Advertising (Bus - taxi - and subway advertising)
Flighting (Intermittent) Schedule
39. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Media class
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)
Message development - You must create a message that gets into the minds of the consumer and target audience
Opinion leaders
40. Influencing the brand choice of consumers who are 'ready to buy'
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Institutional Advertisements
Recency planning
Perception
41. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Message development - You must create a message that gets into the minds of the consumer and target audience
Publicity Tools
Vertical cooperative advertising
Institutional Advertisements
42. Affective Association
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43. What are the standard subjects for ad visuals?
Flighting (Intermittent) Schedule
Pioneering
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
Allowances and Discounts
44. What are the types of subheads?
Brand loyalty
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Maslow's hierarchy of needs theory of motivation based on unmet human needs
kickers - boldface and italics
45. Stages of ad development
Negatively originated (informational) motives
Buyer Turnover
Advocacy
thumbnails - roughs - dummies - comprehensives (elaborate draft)
46. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Theater Tests
Institutional Advertising
kickers - boldface and italics
47. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
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
Competitive Institutional
Reachxfrequency
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
48. What do the most effective radio commercials use?
Sounds that are familiar
Cost per Thousand (CPM)
Opinion leaders
Marketing research
49. The percentage of households in a market that are tuned to a particular TV/radio show.
Sweepstakes
kickers - boldface and italics
Transit Advertising
Rating
50. Content advertising
Rich Media
Classified Advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Functional needs
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