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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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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 greater size of an ad illustration...
the more audience attention
Pretests
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
Gross Ratings Points (GRPs)
2. Advertising that promotes a specific brand's features and benefits.
Pioneering
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Deals
Competitive
3. Of radio & tv used to be called broadcast media; but with advent of cable TV - many programs are now transmitted electronically though wires rather than broadcast through the air
Ad research
Contests
Permission-Based Advertising
Electronic Media
4. The number of different people or households exposed to an ad.
Jury Tests
Interpersonal influences on consumer behavior
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Reach
5. Approaches to Post-Testing
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Coupons
Institutional Advertisements
Comparative
6. Scare the consumer into action
Lead in paragraphs - interior paragraphs - trial close - and close
Case Allowance
Marketing research
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)
7. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Place-Based Media
Institutional Advertising
creating a picture of the concept they want to convey
Brand loyalty
8. Markets are segmented - products are positioned
Product Placement
Deals
Segmenting
bleed pages - inserts - covers - front - inside front - inside back - and outside back
9. Is an individual's openness or curiosity about a brand
Rich Media
Digital Interactive Media
Brand interest
Print Media
10. Simply the percentage of homes exposed to an advertising media
Foreign Media
Marketing research
Rating
Deals
11. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
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
Purposes of Marketing research
Direct Mail Advertising
12. Tests used to test ad alternatives.
Institutional Advertisements
Rossiter & Percy's Fundamental Motives
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Portfolio Tests
13. Recruit new customers - retain current customers - and regain lost customers
Perception
Pulse (Burst) Schedule
Sweepstakes
Purposes of Marketing research
14. The more frequently a product is purchased - the less repetition is required.
Place-Based Media
Post-Tests
Purchase Frequency
International Media
15. The speed which buyers forget the brand if advertising is not seen.
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Forgetting Rate
Cooperative Advertising
Purchase Frequency
16. Placing items on sale and offering two-for-one specials of other deals
creating a picture of the concept they want to convey
BDI (Brand development index)
Place-Based Media
Sales Advertising
17. Studies such as controlled experiments and consumer purchase tests.
Aided Recall
Product Advertisements
In-House Agencies
Sales Tests
18. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
Advocacy
Rating
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
19. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
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
Inquiry Tests
Limited-Service Agency
20. Advertisements that tell people what a product is - what it can do - and where it can be found.
Coupons
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
Continuity
Pioneering
21. Displays that take the form of an advertising sign in high traffic areas of store aisles.
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Lead in paragraphs - interior paragraphs - trial close - and close
Point-of-Purchase Displays
Message development - You must create a message that gets into the minds of the consumer and target audience
22. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Lead in paragraphs - interior paragraphs - trial close - and close
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Product Placement
23. Made up of the company's own advertising staff. They may provide full services or limited services.
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
Direct Mail Advertising
In-House Agencies
International Media
24. 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
Horizontal cooperative advertising
Negatively originated (informational) motives
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Unaided Recall
25. Time - place of sale - environment
Cooperative Advertising
kickers - boldface and italics
Nonpersonal influences on consumer behavior
1. Product Advertisements 2. Institutional Advertisements
26. What kinds of ads resonate more?
Sales Advertising
creating a picture of the concept they want to convey
Frequency
Ones with fewer words
27. A discount on each case ordered during a specific time period.
Attitudes
Premiums
Pioneering Institutional
Case Allowance
28. Three Approaches to Setting Advertising Schedules
Pretests
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Classified Advertising
Reach
29. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Pulse (Burst) Schedule
Utility
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Loyalty Programs
30. 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. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Comparative
Attitudes
cognitive dissonance
31. Is the products ability to satisfy both functional needs & symbolic wants
Utility
Purposes of Marketing research
Habits
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
32. Elements of an advertising message
kickers - boldface and italics
audience - ad message itself - communications media - and the product concept
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Gross Ratings Points (GRPs)
33. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Place-Based Media
Samples
Print Media
34. Affective Association
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35. Form - task - possession - time - place utility
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
Reference groups
Vertical cooperative advertising
Functional needs
36. 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.
Limited-Service Agency
Rich Media
Product Placement
Jury Tests
37. What are the types of subheads?
Portfolio Tests
kickers - boldface and italics
Institutional Advertisements
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
38. Informs consumers about services or merchandise offered at regular prices
Regular price-line advertising
Trade-Oriented Sales Promotions (Trade Promotions)
Comparative
Jury Tests
39. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
International Media
Limited-Service Agency
Theater Tests
Deals
40. The most common energizers of consumer behavior - such as a problem removal or problem avoidance. The consumer actively seeks information to reduce the mental state
Inquiry Tests
Negatively originated (informational) motives
Segmenting
Reachxfrequency
41. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Institutional Advertisements
Transit Advertising (Bus - taxi - and subway 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
Cooperative Advertising
42. What does the layout of an ad consist of?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Unaided Recall
Transit Advertising
Case Allowance
43. Gross rating points =
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
Reachxfrequency
Gross Ratings Points (GRPs)
Nonpersonal influences on consumer behavior
44. Advertising used to reinforce previous knowledge of a product.
Reminder
Competitive Institutional
Brand loyalty
Recency planning
45. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Limited-Service Agency
Frequency
Lead in paragraphs - interior paragraphs - trial close - and close
Outdoor Advertising (Billboard)
46. 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.
Limited-Service Agency
1. Product Advertisements 2. Institutional Advertisements
Segmenting
Attitude Tests
47. Factors of Scheduling Advertising
Opinion leaders
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Deals
Place-Based Media
48. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Pretests
Attitudes
International Media
Habits
49. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Portfolio Tests
Product Placement
Full-Service Agency
Contests
50. 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)
Classified Advertising
Rating
Publicity Tools
BDI (Brand development index)
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