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Advertising
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Study First
Subject
:
business-skills
Instructions:
Answer 50 questions in 15 minutes.
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study here
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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. Offers the return of money based on proof of purchase.
Rebates
Segmenting
Reference groups
Reminder Institutional
2. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
CPM
Positively originated (transformational) motives
Contests
Electronic Media
3. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Place-Based Media
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Utility
Regular price-line advertising
4. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Rating
Sales Advertising
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
5. Promotes a specific product or service and stimulates short term action while building awareness of the business
Reach
Merchandise Allowance
Product Advertising
Competitive Institutional
6. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Rossiter & Percy's Fundamental Motives
Contests
International Media
Cost per Thousand (CPM)
7. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Lead in paragraphs - interior paragraphs - trial close - and close
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Jury Tests
Theater Tests
8. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Permission-Based Advertising
Segmenting
Media vehicle
Sweepstakes
9. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
Message development - You must create a message that gets into the minds of the consumer and target audience
Finance Allowance
Rossiter & Percy's Fundamental Motives
10. What kind of ads are most often remembered?
Perception
funny ads - but not always for the right reasons
Coupons
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
11. Define the brand image
Functions of Marketing research
Permission-Based Advertising
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
12. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Brand loyalty
Reminder Institutional
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Exchange
13. Placing items on sale and offering two-for-one specials of other deals
Frequency
kickers - boldface and italics
Sales Advertising
Deals
14. Merchandise offered free or at a significant discount.
Contests
Premiums
Continuous (Steady) Schedule
CPM-TM
15. 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
Post-Tests
Case Allowance
CB - The Consumer Decision Process
Point-of-Purchase Displays
16. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Functions of Marketing research
Coupons
Frequently use the word 'you'
Nonpersonal influences on consumer behavior
17. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
funny ads - but not always for the right reasons
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Print Media
Allowances and Discounts
18. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CPM
Competitive
Institutional Advertisements
Trade-Oriented Sales Promotions (Trade Promotions)
19. Types of audience resonance
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20. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Cost per Thousand (CPM)
Cooperative Advertising
Horizontal cooperative advertising
Recency planning
21. The average number of times a person in the target audience is exposed to an ad.
Recency planning
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Competitive Institutional
Frequency
22. Broad category of media - such as television - radio or newspaper
Cooperative Advertising
Ad research
Media class
Vertical cooperative advertising
23. Family - society - reference groups - opinion leaders
Market research
the more audience attention
Interpersonal influences on consumer behavior
bleed pages - inserts - covers - front - inside front - inside back - and outside back
24. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
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
Lead in paragraphs - interior paragraphs - trial close - and close
Limited-Service Agency
Print Media
25. Joining together in a consistent manner everything that communicates with customers
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
International Media
Integrated Marketing Communications
26. Duration of an advertising message or campaign over a given period of time - sustains memory
Digital Interactive Media
Brand interest
Continuity
Positively originated (transformational) motives
27. Forms of Product Advertising
Buyer Turnover
Functional needs
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
28. Consumer needs - product development - assess effectiveness - financial planning and quality control
Brand interest
Functions of Marketing research
CPM-TM
Reference groups
29. Ads used for announcements about what a company is - what it can do - and where it is located.
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Pioneering Institutional
funny ads - but not always for the right reasons
30. How often new buyers enter the market to buy the product.
Buyer Turnover
Product Advertising
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
31. Informs consumers about services or merchandise offered at regular prices
Regular price-line advertising
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Place-Based Media
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
32. 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
audience - ad message itself - communications media - and the product concept
Cost per Thousand (CPM)
Clearance advertising (a special form of sale advertising)
STP Marketing (Segmenting - Targeting - Positioning)
33. What are the principles of design?
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
Buyer Turnover
Pioneering
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
34. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Allowances and Discounts
Institutional Advertisements
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)
Reach
35. Changing behavior by inducing anxiety
Integrated Marketing Communications
Utility
Attitude 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
36. 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.
Media class
Attitude Tests
Continuity
Brand loyalty
37. 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.
Rebates
Rating
Portfolio Tests
Unaided Recall
38. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Pretests
Pulse (Burst) Schedule
Media vehicle
Deals
39. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Point-of-Purchase Displays
Place-Based Media
1. Product Advertisements 2. Institutional Advertisements
Continuity
40. Made up of the company's own advertising staff. They may provide full services or limited services.
Institutional Advertising
CB - The Consumer Decision Process
In-House Agencies
Trade-Oriented Sales Promotions (Trade Promotions)
41. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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42. What are the kinds of copy you can have in an ad?
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Rating
Marketing research
Permission-Based Advertising
43. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
International Media
Ad research
Full-Service Agency
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
44. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Place-Based Media
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Unaided Recall
Merchandise Allowance
45. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Cost per Thousand (CPM)
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
Post-Tests
Brand interest
46. Allow the audience to participate actively & immediately
BDI (Brand development index)
Allowances and Discounts
Digital Interactive Media
Cooperative Advertising
47. Cost of media buy/targeted audienceX1 - 000
Participants in the marketing process
CPM-TM
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Frequently use the word 'you'
48. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Habits
Frequently use the word 'you'
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
Publicity Tools
49. What kinds of ads resonate more?
Foreign Media
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Ones with fewer words
Maslow's hierarchy of needs theory of motivation based on unmet human needs
50. Stages of ad development
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Continuous (Steady) Schedule
Positively originated (transformational) motives
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