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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. Forms of Product Advertising
Institutional Advertisements
Reach
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Reminder
2. Sales promotions that require participants to submit some kind of entry but are purely games of chance requiring no analytical or creative effort by the consumer.
Purposes of Marketing research
Message development - You must create a message that gets into the minds of the consumer and target audience
Frequency
Sweepstakes
3. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Case Allowance
In-House Agencies
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Brand loyalty
4. What are the kinds of copy you can have in an ad?
Rich Media
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Reach
Pioneering Institutional
5. Studies such as controlled experiments and consumer purchase tests.
Flighting (Intermittent) Schedule
Permission-Based Advertising
Sweepstakes
Sales Tests
6. Factors of Scheduling Advertising
STP Marketing (Segmenting - Targeting - Positioning)
Rating
Comparative
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
7. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Deals
Brand interest
Inquiry Tests
8. Some methods for scheduling media
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
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
Classified Advertising
9. 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.
Functional needs
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
Pretests
Point-of-Purchase Displays
10. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Cost per Thousand (CPM)
Aided Recall
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
Positively originated (transformational) motives
11. Offers the return of money based on proof of purchase.
STP Marketing (Segmenting - Targeting - Positioning)
Rebates
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
Ad research
12. Offering the product free or at a greatly reduced price.
Cooperative Advertising
Finance Allowance
Recency planning
Samples
13. What is the best way to grab attention in an ad?
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14. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Continuity
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Participants in the marketing process
Rossiter & Percy's Fundamental Motives
15. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Reach
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Deals
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
16. Types of audience resonance
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17. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Negatively originated (informational) motives
Electronic Media
Post-Tests
CB - The Consumer Decision Process
18. Party Responsible for Carrying Out Advertising Program
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Reach
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
19. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Publicity Tools
Outdoor Advertising (Billboard)
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
Attitudes
20. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
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
Trade-Oriented Sales Promotions (Trade Promotions)
Reach
Deals
21. Time - place of sale - environment
Electronic Media
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Nonpersonal influences on consumer behavior
Flighting (Intermittent) Schedule
22. The number of different people or households exposed to an ad.
Flighting (Intermittent) Schedule
CPM
Reach
Classified Advertising
23. What kinds of ads resonate more?
Ones with fewer words
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Clearance advertising (a special form of sale advertising)
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
24. 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
Classified Advertising
Place-Based Media
Rich Media
Clearance advertising (a special form of sale advertising)
25. Advertisements that tell people what a product is - what it can do - and where it can be found.
Pioneering
Trade-Oriented Sales Promotions (Trade Promotions)
Aided Recall
Institutional Advertising
26. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Point-of-Purchase Displays
Attitude Tests
Transit Advertising (Bus - taxi - and subway advertising)
Reminder Institutional
27. What kind of ads are most often remembered?
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)
funny ads - but not always for the right reasons
Frequently use the word 'you'
CPM
28. Visualization/conceptualization
Regular price-line advertising
CB - The Consumer Decision Process
the more audience attention
creating a picture of the concept they want to convey
29. People we try to emulate or whose approval concerns us
Reference groups
In-House Agencies
Loyalty Programs
Buyer Turnover
30. Consumer needs - product development - assess effectiveness - financial planning and quality control
Functions of Marketing research
Sounds that are familiar
Inquiry Tests
Purposes of Marketing research
31. Influencing the brand choice of consumers who are 'ready to buy'
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
Transit Advertising
Media vehicle
Recency planning
32. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Sweepstakes
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Flighting (Intermittent) Schedule
Rating
33. Forms of Institutional Advertisements
Print Media
Pioneering Institutional
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Outdoor Advertising (Billboard)
34. 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
Finance Allowance
Contests
cognitive dissonance
BDI (Brand development index)
35. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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36. Family - society - reference groups - opinion leaders
Electronic Media
Product Placement
Inquiry Tests
Interpersonal influences on consumer behavior
37. What are the function of headlines?
Opinion leaders
Direct Mail 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
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. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Habits
Competitive
Point-of-Purchase Displays
Message development - You must create a message that gets into the minds of the consumer and target audience
39. 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
Horizontal cooperative advertising
Utility
bleed pages - inserts - covers - front - inside front - inside back - and outside back
CB - The Consumer Decision Process
40. Simply the percentage of homes exposed to an advertising media
Rating
Pioneering Institutional
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Reach
41. Advertising used to reinforce previous knowledge of a product.
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Reminder
kickers - boldface and italics
Local Advertisers
42. 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
Allowances and Discounts
Place-Based Media
Horizontal cooperative advertising
Inquiry Tests
43. Promote brand recall
Advocacy
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Limited-Service Agency
audience - ad message itself - communications media - and the product concept
44. What are the positives to newspapers as a form of mass media?
Institutional Advertising
Reach
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
Competitive
45. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Reminder
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
Deals
Foreign Media
46. 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.
Allowances and Discounts
Reminder
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Jury Tests
47. Tests used to test ad alternatives.
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
audience - ad message itself - communications media - and the product concept
Lead in paragraphs - interior paragraphs - trial close - and close
Portfolio Tests
48. 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
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
cognitive dissonance
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
thumbnails - roughs - dummies - comprehensives (elaborate draft)
49. Cost of media buy/targeted audienceX1 - 000
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Segmenting
CPM-TM
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
50. What are the types of headlines?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Merchandise Allowance
Integrated Marketing Communications
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