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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. 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.
Purchase Frequency
In-House Agencies
Perception
Permission-Based Advertising
2. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
International Media
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Flighting (Intermittent) Schedule
Outdoor Advertising (Billboard)
3. Joining together in a consistent manner everything that communicates with customers
Ad research
Segmenting
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Integrated Marketing Communications
4. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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5. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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6. What kinds of ads resonate more?
Frequently use the word 'you'
Theater Tests
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Ones with fewer words
7. What are the standard subjects for ad visuals?
Functional needs
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
Post-Tests
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
8. Advertising that promotes a specific brand's features and benefits.
Competitive
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
Rossiter & Percy's Fundamental Motives
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
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.
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Unaided Recall
Ones with fewer words
10. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Cooperative
Merchandise Allowance
Vertical cooperative advertising
CPM
11. 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'
Competitive Institutional
cognitive dissonance
Frequency
Segmenting
12. Placing items on sale and offering two-for-one specials of other deals
Digital Interactive Media
Case Allowance
Sales Advertising
Forgetting Rate
13. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Rebates
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Trade-Oriented Sales Promotions (Trade Promotions)
Reminder Institutional
14. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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15. Studies such as controlled experiments and consumer purchase tests.
Sales Tests
Unaided Recall
Purposes of Marketing research
Brand interest
16. Value of Promotion
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
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Flighting (Intermittent) Schedule
Ones with fewer words
17. Information gathered about a particular market or market segment
International Media
Horizontal cooperative advertising
Market research
Reference groups
18. Elements of an advertising message
creating a picture of the concept they want to convey
audience - ad message itself - communications media - and the product concept
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
19. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
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
Electronic Media
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Print Media
20. Time - place of sale - environment
Nonpersonal influences on consumer behavior
CPM-TM
Attitude Tests
Opinion leaders
21. Define the brand image
Purposes of Marketing research
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Cooperative
Trade-Oriented Sales Promotions (Trade Promotions)
22. Factors of Scheduling Advertising
Limited-Service Agency
Sweepstakes
Product Advertisements
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
23. 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
CPM-TM
Cooperative
Functional needs
24. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Rossiter & Percy's Fundamental Motives
Transit Advertising
Lead in paragraphs - interior paragraphs - trial close - and close
Post-Tests
25. 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
Classified Advertising
BDI (Brand development index)
Pioneering
Buyer Turnover
26. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Place-Based Media
Electronic Media
Exchange
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
27. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Habits
Opinion leaders
Point-of-Purchase Displays
Transit Advertising (Bus - taxi - and subway advertising)
28. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
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
Negatively originated (informational) 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
CPM
29. 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
CB - The Consumer Decision Process
Frequently use the word 'you'
Place-Based Media
Maslow's hierarchy of needs theory of motivation based on unmet human needs
30. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Message development - You must create a message that gets into the minds of the consumer and target audience
Attitudes
31. Influencing the brand choice of consumers who are 'ready to buy'
Samples
Post-Tests
Recency planning
Rebates
32. The average number of times a person in the target audience is exposed to an ad.
Positively originated (transformational) motives
Limited-Service Agency
Frequency
Finance Allowance
33. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Inquiry Tests
Pulse (Burst) Schedule
Rossiter & Percy's Fundamental Motives
Deals
34. The manufacturer provides the complete ads & shares the cost of the advertising time or space
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Foreign Media
Segmenting
Vertical cooperative advertising
35. 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.
Perception
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Competitive
Deals
36. Approaches to Post-Testing
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Horizontal cooperative advertising
Reachxfrequency
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
37. Made up of the company's own advertising staff. They may provide full services or limited services.
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Inquiry Tests
Contests
In-House Agencies
38. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Reachxfrequency
Contests
Ad research
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
39. The speed which buyers forget the brand if advertising is not seen.
Forgetting Rate
Product Advertisements
Cost per Thousand (CPM)
Sales Advertising
40. Interactive online advertising.
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
BDI (Brand development index)
Rich Media
41. Consumer needs - product development - assess effectiveness - financial planning and quality control
Functions of Marketing research
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
Interpersonal influences on consumer behavior
Sales Tests
42. Offers the return of money based on proof of purchase.
Rebates
Allowances and Discounts
Regular price-line 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
43. Types of Publicity Tools
Attitudes
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
CPM
44. Party Responsible for Carrying Out Advertising Program
Perception
CPM-TM
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Transit Advertising
45. 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
Sales Advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Transit Advertising (Bus - taxi - and subway advertising)
Reach
46. Advertising showing one brand's strengths relative to its competitors.
Premiums
Comparative
Portfolio Tests
Product Advertising
47. Promotes a specific product or service and stimulates short term action while building awareness of the business
Recency planning
Comparative
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
Product Advertising
48. 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.
Attitudes
BDI (Brand development index)
Clearance advertising (a special form of sale advertising)
Limited-Service Agency
49. In the newspaper for many reasons: to locate and recruit new employees - offer services (such as those of an employment agency or business opportunity broker) - or sell or lease merchandise (such as cars - real estate - and office equipment)
Local Advertisers
Attitudes
Classified Advertising
Inquiry Tests
50. 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.
In-House Agencies
Pretests
Vertical cooperative advertising
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
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