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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.
Institutional Advertisements
Cost per Thousand (CPM)
Functions of Marketing research
Opinion leaders
2. Link key attributes to the brand name
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
Permission-Based Advertising
Pulse (Burst) Schedule
Sounds that are familiar
3. What kind of ads are most often remembered?
Sounds that are familiar
STP Marketing (Segmenting - Targeting - Positioning)
Portfolio Tests
funny ads - but not always for the right reasons
4. Where viewers agree to watch a commercial online in exchange for points - samples - or access to premium content - and advertisers only pay for completed views.
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Permission-Based Advertising
audience - ad message itself - communications media - and the product concept
5. Placing items on sale and offering two-for-one specials of other deals
Integrated Marketing Communications
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
Sales Advertising
Horizontal cooperative advertising
6. Party Responsible for Carrying Out Advertising Program
Institutional Advertisements
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Merchandise Allowance
Negatively originated (informational) motives
7. 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
Post-Tests
Outdoor Advertising (Billboard)
Place-Based Media
8. Advertisements focused on selling a product or service
Consumer-Oriented Sales Promotions (Consumer Promotions)
Integrated Marketing Communications
Reachxfrequency
Product Advertisements
9. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Integrated Marketing Communications
Coupons
Ones with fewer words
Sales Advertising
10. 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
Message development - You must create a message that gets into the minds of the consumer and target audience
Comparative
Horizontal cooperative advertising
Purposes of Marketing research
11. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Unaided Recall
Finance Allowance
Sweepstakes
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
12. The speed which buyers forget the brand if advertising is not seen.
Direct Mail Advertising
Forgetting Rate
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Transit Advertising
13. What are the function of headlines?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
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
Purchase Frequency
Product Placement
14. Common Advertising Appeals
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Publicity Tools
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Positively originated (transformational) motives
15. The more frequently a product is purchased - the less repetition is required.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Horizontal cooperative advertising
Purchase Frequency
Participants in the marketing process
16. Offering the product free or at a greatly reduced price.
Integrated Marketing Communications
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
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
Samples
17. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Frequently use the word 'you'
Advocacy
STP Marketing (Segmenting - Targeting - Positioning)
CB - The Consumer Decision Process
18. Three Common Discounts and Allowances
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Reminder
Inquiry Tests
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
19. Advertising that promotes a specific brand's features and benefits.
Allowances and Discounts
Direct Mail Advertising
Competitive
Nonpersonal influences on consumer behavior
20. 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
Direct Mail Advertising
Frequency
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
21. What are the types of subheads?
Segmenting
Habits
kickers - boldface and italics
Negatively originated (informational) motives
22. Consumer needs - product development - assess effectiveness - financial planning and quality control
Functions of Marketing research
Opinion leaders
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
Cooperative
23. Three Approaches to Setting Advertising Schedules
Positively originated (transformational) motives
Functional needs
Gross Ratings Points (GRPs)
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
24. 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
BDI (Brand development index)
Continuity
thumbnails - roughs - dummies - comprehensives (elaborate draft)
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
25. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Permission-Based 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
Loyalty Programs
Limited-Service Agency
26. Cost of media buy/targeted audienceX1 - 000
Comparative
CPM-TM
creating a picture of the concept they want to convey
Theater Tests
27. Ads in magazines can be strategically placed in these places...
Theater Tests
Rating
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Sales Advertising
28. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Publicity Tools
Interpersonal influences on consumer behavior
Pulse (Burst) Schedule
Vertical cooperative advertising
29. Allow the audience to participate actively & immediately
Attitudes
Digital Interactive Media
International Media
Electronic Media
30. 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.
Comparative
CPM
Pretests
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
31. Types of Advertisements
Purchase Frequency
1. Product Advertisements 2. Institutional Advertisements
Nonpersonal influences on consumer behavior
Opinion leaders
32. 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
Flighting (Intermittent) Schedule
Functions of Marketing research
Reach
33. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Pioneering Institutional
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Limited-Service Agency
International Media
34. The average number of times a person in the target audience is exposed to an ad.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Frequently use the word 'you'
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
Frequency
35. Studies such as controlled experiments and consumer purchase tests.
Sales Tests
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
Flighting (Intermittent) Schedule
Vertical cooperative advertising
36. 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'
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
Frequency
Attitude Tests
Cooperative Advertising
37. They use Retail Advertising because retail stores account for so much of the market
Reachxfrequency
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Local Advertisers
Comparative
38. Information gathered about a particular market or market segment
Sweepstakes
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
Market research
Rich Media
39. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Jury Tests
Portfolio Tests
Brand loyalty
Negatively originated (informational) motives
40. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Allowances and Discounts
Product Advertisements
STP Marketing (Segmenting - Targeting - Positioning)
Publicity Tools
41. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Outdoor Advertising (Billboard)
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Deals
Integrated Marketing Communications
42. Ads that state the position of a company on an issue.
Advocacy
Product Advertisements
Negatively originated (informational) motives
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
43. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Classified Advertising
Positively originated (transformational) motives
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
44. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Institutional Advertisements
Market research
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
45. Merchandise offered free or at a significant discount.
Cooperative Advertising
Pioneering Institutional
Premiums
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
46. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pioneering
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
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
thumbnails - roughs - dummies - comprehensives (elaborate draft)
47. Elements of an advertising message
Sounds that are familiar
In-House Agencies
audience - ad message itself - communications media - and the product concept
Electronic Media
48. Define the brand image
Ones with fewer words
Competitive
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
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
49. Persuade the customer
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
International Media
Participants in the marketing process
50. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Media vehicle
Sounds that are familiar
Reachxfrequency
Ad research
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