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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. What is the best way to grab attention in an ad?
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2. They use Retail Advertising because retail stores account for so much of the market
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Local Advertisers
Outdoor Advertising (Billboard)
Cost per Thousand (CPM)
3. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Habits
Flighting (Intermittent) Schedule
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Brand interest
4. Studies such as controlled experiments and consumer purchase tests.
Interpersonal influences on consumer behavior
Institutional Advertising
Foreign Media
Sales Tests
5. 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
Lead in paragraphs - interior paragraphs - trial close - and close
Frequency
Marketing research
6. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Pulse (Burst) Schedule
Exchange
Buyer Turnover
Product Placement
7. What are the principles of design?
Product Advertisements
In-House Agencies
Ones with fewer words
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
8. 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
Trade-Oriented Sales Promotions (Trade Promotions)
Comparative
Market research
Positively originated (transformational) motives
9. The feelings of doubt and concern after a purchase is made. dissonance increases when: (1) the purchase price is high (2) there are many close alternatives (3) the item is intangible (4) the purchase is important (5) the item purchased lasts a long
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
cognitive dissonance
Positively originated (transformational) motives
10. 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)
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
creating a picture of the concept they want to convey
Classified Advertising
Deals
11. Gross rating points =
Reachxfrequency
kickers - boldface and italics
Reference groups
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
12. Persuade the customer
Exchange
Gross Ratings Points (GRPs)
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) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
13. Advertisements that tell people what a product is - what it can do - and where it can be found.
Rating
BDI (Brand development index)
Pioneering
Electronic Media
14. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Opinion leaders
Reach
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Horizontal cooperative advertising
15. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cost per Thousand (CPM)
BDI (Brand development index)
Case Allowance
kickers - boldface and italics
16. Ads that simply bring the company's name to the attention of its target market again.
Purposes of Marketing research
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
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Reminder Institutional
17. Simply the percentage of homes exposed to an advertising media
Rating
bleed pages - inserts - covers - front - inside front - inside back - and outside back
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
Coupons
18. What are the types of Formatting the Body Copy?
Institutional Advertising
Frequency
Message development - You must create a message that gets into the minds of the consumer and target audience
Lead in paragraphs - interior paragraphs - trial close - and close
19. Factors of Scheduling Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Advocacy
Sounds that are familiar
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
20. Advertising used to reinforce previous knowledge of a product.
Advocacy
Local Advertisers
Reminder
Purchase Frequency
21. Broad category of media - such as television - radio or newspaper
Product Placement
Finance Allowance
Pioneering Institutional
Media class
22. Ads in magazines can be strategically placed in these places...
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Reach
Publicity Tools
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. Visualization/conceptualization
creating a picture of the concept they want to convey
Theater Tests
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
Point-of-Purchase Displays
24. A discount on each case ordered during a specific time period.
Unaided Recall
Integrated Marketing Communications
Case Allowance
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
25. Offering the product free or at a greatly reduced price.
CPM-TM
Rating
Samples
Brand loyalty
26. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Merchandise Allowance
Continuity
Cooperative
Institutional Advertisements
27. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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28. What are the kinds of copy you can have in an ad?
Segmenting
Theater 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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
29. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Allowances and Discounts
Merchandise Allowance
Product Placement
30. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Aided Recall
Transit Advertising
Reach
Ones with fewer words
31. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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32. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Contests
Institutional Advertising
Finance Allowance
Product Advertising
33. What are the types of headlines?
Flighting (Intermittent) Schedule
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
audience - ad message itself - communications media - and the product concept
Permission-Based Advertising
34. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
STP Marketing (Segmenting - Targeting - Positioning)
Unaided Recall
Publicity Tools
CPM
35. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
Exchange
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
Finance Allowance
36. Forms of Product Advertising
Post-Tests
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Perception
Vertical cooperative advertising
37. 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.
Pretests
Institutional Advertising
Full-Service Agency
Point-of-Purchase Displays
38. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Finance Allowance
Attitudes
Cooperative
Integrated Marketing Communications
39. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Cooperative
Contests
Pretests
Place-Based Media
40. Party Responsible for Carrying Out Advertising Program
Market research
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Sweepstakes
41. 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.
Pioneering
Outdoor Advertising (Billboard)
Unaided Recall
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
42. Offers the return of money based on proof of purchase.
Rebates
Positively originated (transformational) motives
Transit Advertising
funny ads - but not always for the right reasons
43. Consumer needs - product development - assess effectiveness - financial planning and quality control
Functions of Marketing research
Cost per Thousand (CPM)
Theater Tests
Digital Interactive Media
44. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Consumer-Oriented Sales Promotions (Consumer Promotions)
Lead in paragraphs - interior paragraphs - trial close - and close
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Buyer Turnover
45. 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.
cognitive dissonance
Ones with fewer words
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Inquiry Tests
46. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Rich Media
Finance Allowance
Point-of-Purchase Displays
Interpersonal influences on consumer behavior
47. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Reachxfrequency
Functional needs
Pioneering
Participants in the marketing process
48. Situate the brand socially
Product Advertisements
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
BDI (Brand development index)
Samples
49. 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.
Buyer Turnover
Jury Tests
Opinion leaders
Perception
50. 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.
Theater Tests
Permission-Based Advertising
Cooperative
Attitude Tests
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