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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
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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. Ads in magazines can be strategically placed in these places...
Functional needs
Consumer-Oriented Sales Promotions (Consumer Promotions)
Integrated Marketing Communications
bleed pages - inserts - covers - front - inside front - inside back - and outside back
2. Forms of Product Advertising
Permission-Based Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Rossiter & Percy's Fundamental Motives
Frequency
3. Common Advertising Appeals
Horizontal cooperative advertising
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
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
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
4. Affective Association
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5. Factors of Scheduling Advertising
1. Product Advertisements 2. Institutional Advertisements
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Rating
Purposes of Marketing research
6. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
kickers - boldface and italics
Coupons
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Publicity Tools
7. 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
Opinion leaders
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Reminder
Positively originated (transformational) motives
8. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Cooperative Advertising
Buyer Turnover
Flighting (Intermittent) Schedule
Recency planning
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.
Contests
CB - The Consumer Decision Process
Horizontal cooperative advertising
Unaided Recall
10. Informs consumers about services or merchandise offered at regular prices
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
Segmenting
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)
Regular price-line advertising
11. Simply the percentage of homes exposed to an advertising media
Exchange
Continuous (Steady) Schedule
Rating
Ad research
12. What does the layout of an ad consist of?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Deals
Reachxfrequency
Cooperative Advertising
13. The greater size of an ad illustration...
Theater Tests
the more audience attention
Finance Allowance
Ad research
14. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Competitive
Horizontal cooperative advertising
Trade-Oriented Sales Promotions (Trade Promotions)
Reminder Institutional
15. Stages of ad development
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
Continuity
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Product Advertising
16. The number of different people or households exposed to an ad.
Frequency
CPM
Interpersonal influences on consumer behavior
Reach
17. Promotes a specific product or service and stimulates short term action while building awareness of the business
Foreign Media
creating a picture of the concept they want to convey
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Product Advertising
18. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
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
Clearance advertising (a special form of sale advertising)
Market research
Allowances and Discounts
19. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Regular price-line advertising
Pulse (Burst) Schedule
Media class
Direct Mail Advertising
20. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Outdoor Advertising (Billboard)
Brand loyalty
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
Finance Allowance
21. Displays that take the form of an advertising sign in high traffic areas of store aisles.
1. Product Advertisements 2. Institutional Advertisements
Point-of-Purchase Displays
Pretests
Gross Ratings Points (GRPs)
22. Advertising that promotes a specific brand's features and benefits.
Market research
Sales Tests
Sweepstakes
Competitive
23. The cost of reaching 1 - 000 individuals or households with the advertising message.
Advocacy
Cost per Thousand (CPM)
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
CPM-TM
24. 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
Point-of-Purchase Displays
Reminder
Continuity
25. Offering the product free or at a greatly reduced price.
Message development - You must create a message that gets into the minds of the consumer and target audience
Recency planning
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Samples
26. What kind of ads are most often remembered?
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
Sweepstakes
funny ads - but not always for the right reasons
Nonpersonal influences on consumer behavior
27. Duration of an advertising message or campaign over a given period of time - sustains memory
Continuity
Publicity Tools
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
28. Scare the consumer into action
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
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)
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
funny ads - but not always for the right reasons
29. 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
kickers - boldface and italics
Horizontal cooperative advertising
cognitive dissonance
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
30. How often new buyers enter the market to buy the product.
Product Advertisements
Buyer Turnover
Reach
CPM
31. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CPM
Continuous (Steady) Schedule
Media class
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
32. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Product Advertisements
Cooperative Advertising
Attitude Tests
Rating
33. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
Sales Tests
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Pioneering Institutional
34. What are the standard subjects for ad visuals?
Negatively originated (informational) motives
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
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
Place-Based Media
35. Broad category of media - such as television - radio or newspaper
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Media class
Post-Tests
Rossiter & Percy's Fundamental Motives
36. 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.
Transit Advertising (Bus - taxi - and subway advertising)
Limited-Service Agency
Media vehicle
bleed pages - inserts - covers - front - inside front - inside back - and outside back
37. Placing items on sale and offering two-for-one specials of other deals
Frequently use the word 'you'
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Sales Advertising
Functional needs
38. 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
Reach
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
Reminder
Unaided Recall
39. Interactive online advertising.
CPM-TM
Frequency
Functional needs
Rich Media
40. Advertising used to reinforce previous knowledge of a product.
Coupons
Frequency
Functional needs
Reminder
41. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Ad research
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
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
42. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Loyalty Programs
Institutional Advertisements
Vertical cooperative advertising
Permission-Based Advertising
43. Link key attributes to the brand name
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
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
Product Advertisements
44. Allow the audience to participate actively & immediately
Inquiry Tests
Pretests
Frequency
Digital Interactive Media
45. Ads on the interior and exterior of busses - subways - and taxis.
Samples
Purposes of Marketing research
Transit Advertising
Loyalty Programs
46. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Aided Recall
Functions of Marketing research
Foreign Media
funny ads - but not always for the right reasons
47. Visualization/conceptualization
CB - The Consumer Decision Process
Limited-Service Agency
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
creating a picture of the concept they want to convey
48. What are the types of subheads?
Lead in paragraphs - interior paragraphs - trial close - and close
Electronic Media
Ones with fewer words
kickers - boldface and italics
49. Types of audience resonance
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50. Advertising showing one brand's strengths relative to its competitors.
Integrated Marketing Communications
Comparative
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
kickers - boldface and italics
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