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Test your basic knowledge |
Advertising
Start Test
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. Types of Advertisements
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Samples
Merchandise Allowance
1. Product Advertisements 2. Institutional Advertisements
2. 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
Samples
Horizontal cooperative advertising
Continuous (Steady) Schedule
Pioneering
3. 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.
Vertical cooperative advertising
Print Media
Attitude Tests
Reach
4. Cost of media buy/targeted audienceX1 - 000
Continuous (Steady) Schedule
CPM-TM
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Media class
5. 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
Integrated Marketing Communications
Comparative
Functional needs
6. What are the positives to newspapers as a form of mass media?
Ad research
Product Advertisements
Ones with fewer words
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
7. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Cooperative
Perception
Institutional Advertisements
Purchase Frequency
8. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Institutional Advertising
Local Advertisers
Marketing research
Media vehicle
9. Promotes a specific product or service and stimulates short term action while building awareness of the business
CPM
Product Advertising
Forgetting Rate
Frequently use the word 'you'
10. Party Responsible for Carrying Out Advertising Program
Rating
Reach
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
11. Family - society - reference groups - opinion leaders
Interpersonal influences on consumer behavior
Negatively originated (informational) motives
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
Limited-Service Agency
12. Ads used for announcements about what a company is - what it can do - and where it is located.
Pioneering Institutional
Contests
Segmenting
Institutional Advertising
13. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Brand interest
Print Media
Nonpersonal influences on consumer behavior
Outdoor Advertising (Billboard)
14. Forms of Institutional Advertisements
Loyalty Programs
Gross Ratings Points (GRPs)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Post-Tests
15. Three Common Discounts and Allowances
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. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
1. Product Advertisements 2. Institutional Advertisements
Continuity
16. Common Advertising Appeals
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Publicity Tools
Case Allowance
Outdoor Advertising (Billboard)
17. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Competitive
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Opinion leaders
Frequency
18. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
In-House Agencies
Clearance advertising (a special form of sale advertising)
Theater Tests
Cooperative
19. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
Pioneering
Regular price-line advertising
Market research
CPM
20. The average number of times a person in the target audience is exposed to an ad.
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Frequency
Negatively originated (informational) motives
Functional needs
21. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
funny ads - but not always for the right reasons
CPM
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
Deals
22. 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.
Unaided Recall
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)
Local Advertisers
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
23. People we try to emulate or whose approval concerns us
Reference groups
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
Outdoor Advertising (Billboard)
Local Advertisers
24. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
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
Print Media
Cooperative Advertising
Product Placement
25. The speed which buyers forget the brand if advertising is not seen.
Unaided Recall
Forgetting Rate
Print Media
Functions of Marketing research
26. How often new buyers enter the market to buy the product.
creating a picture of the concept they want to convey
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
Buyer Turnover
Pioneering
27. Influencing the brand choice of consumers who are 'ready to buy'
Negatively originated (informational) motives
Exchange
Reference groups
Recency planning
28. Forms of Product Advertising
audience - ad message itself - communications media - and the product concept
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Trade-Oriented Sales Promotions (Trade Promotions)
Cost per Thousand (CPM)
29. 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)
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. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Sales Advertising
Classified Advertising
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
cognitive dissonance
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
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
Contests
31. Gross rating points =
Brand loyalty
Reminder
Aided Recall
Reachxfrequency
32. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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33. Duration of an advertising message or campaign over a given period of time - sustains memory
Segmenting
Continuity
Reminder Institutional
Media class
34. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
Product Advertising
Aided Recall
Rating
Classified Advertising
35. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Forgetting Rate
Samples
Exchange
Vertical cooperative advertising
36. Persuade the customer
Merchandise Allowance
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
Functions of Marketing research
Functional needs
37. Broad category of media - such as television - radio or newspaper
cognitive dissonance
Allowances and Discounts
Media class
Foreign Media
38. A discount on each case ordered during a specific time period.
Pioneering Institutional
Print Media
Case Allowance
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
39. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
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
Pretests
Classified Advertising
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
40. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Loyalty Programs
In-House Agencies
Pioneering
41. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Sales Tests
Lead in paragraphs - interior paragraphs - trial close - and close
CPM-TM
Trade-Oriented Sales Promotions (Trade Promotions)
42. 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
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Ad research
Lead in paragraphs - interior paragraphs - trial close - and close
Positively originated (transformational) motives
43. Types of Publicity Tools
Coupons
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
kickers - boldface and italics
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
44. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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45. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Allowances and Discounts
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Functions of Marketing research
46. 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.
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
Limited-Service Agency
Finance Allowance
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
47. The greater size of an ad illustration...
Rating
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
International Media
the more audience attention
48. Approaches to Post-Testing
Cooperative
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
Brand loyalty
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
49. Gathering - recording - and analyzing new information to help managers make marketing decisions
Rating
Ones with fewer words
Marketing research
Portfolio Tests
50. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Contests
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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Finance Allowance
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