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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. Consumer needs - product development - assess effectiveness - financial planning and quality control
Post-Tests
Competitive
Purchase Frequency
Functions of Marketing research
2. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
Lead in paragraphs - interior paragraphs - trial close - and close
Cooperative Advertising
Forgetting Rate
3. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Nonpersonal influences on consumer behavior
Contests
funny ads - but not always for the right reasons
STP Marketing (Segmenting - Targeting - Positioning)
4. 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
Media class
Coupons
BDI (Brand development index)
thumbnails - roughs - dummies - comprehensives (elaborate draft)
5. Types of Publicity Tools
Attitude Tests
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
STP Marketing (Segmenting - Targeting - Positioning)
Pulse (Burst) Schedule
6. Informs consumers about services or merchandise offered at regular prices
Forgetting Rate
Nonpersonal influences on consumer behavior
Regular price-line advertising
Negatively originated (informational) motives
7. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Trade-Oriented Sales Promotions (Trade Promotions)
Reachxfrequency
Jury Tests
CPM
8. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
CB - The Consumer Decision Process
Sales Tests
Opinion leaders
Transit Advertising (Bus - taxi - and subway advertising)
9. The percentage of households in a market that are tuned to a particular TV/radio show.
Interpersonal influences on consumer behavior
CPM-TM
Rating
Rating
10. What are the function of headlines?
Nonpersonal influences on consumer behavior
cognitive dissonance
Unaided Recall
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
11. What is the best way to grab attention in an ad?
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12. Placing items on sale and offering two-for-one specials of other deals
Sales 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
Interpersonal influences on consumer behavior
Point-of-Purchase Displays
13. The cost of reaching 1 - 000 individuals or households with the advertising message.
Cost per Thousand (CPM)
Perception
Pulse (Burst) Schedule
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
14. Made up of the company's own advertising staff. They may provide full services or limited services.
Local Advertisers
In-House Agencies
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Limited-Service Agency
15. 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
Pioneering Institutional
Samples
cognitive dissonance
Outdoor Advertising (Billboard)
16. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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17. 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.
Brand interest
Unaided Recall
Permission-Based Advertising
Sweepstakes
18. The greater size of an ad illustration...
Local Advertisers
Finance Allowance
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
the more audience attention
19. They use Retail Advertising because retail stores account for so much of the market
Integrated Marketing Communications
Attitudes
Consumer-Oriented Sales Promotions (Consumer Promotions)
Local Advertisers
20. 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
Electronic Media
Interpersonal influences on consumer behavior
Negatively originated (informational) motives
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
21. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Pioneering Institutional
Allowances and Discounts
Flighting (Intermittent) Schedule
22. What are the positives to newspapers as a form of mass media?
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. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Regular price-line advertising
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
23. Ads promoting the advantages of one product class over another product class and are used in markets where different product classes compete for the same buyers.
Competitive Institutional
Exchange
Electronic Media
Product Placement
24. Advertisements focused on selling a product or service
Transit Advertising (Bus - taxi - and subway advertising)
Limited-Service Agency
Product Advertisements
Reachxfrequency
25. What does the layout of an ad consist of?
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
International Media
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
26. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Reminder Institutional
Brand loyalty
Full-Service Agency
Theater Tests
27. People we try to emulate or whose approval concerns us
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Reference groups
Comparative
Rebates
28. Some methods for scheduling media
Regular price-line advertising
Sweepstakes
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
STP Marketing (Segmenting - Targeting - Positioning)
29. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
creating a picture of the concept they want to convey
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
In-House Agencies
30. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Reference groups
Market research
International Media
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
31. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Participants in the marketing process
Foreign Media
Flighting (Intermittent) Schedule
Reminder
32. Interactive online advertising.
Brand interest
Rich Media
Horizontal cooperative advertising
Foreign Media
33. 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
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Gross Ratings Points (GRPs)
Horizontal cooperative advertising
audience - ad message itself - communications media - and the product concept
34. Offering the product free or at a greatly reduced price.
Deals
Samples
Brand interest
Interpersonal influences on consumer behavior
35. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Consumer-Oriented Sales Promotions (Consumer Promotions)
CPM-TM
International Media
36. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Habits
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
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
37. What are the types of subheads?
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)
kickers - boldface and italics
Publicity Tools
Merchandise Allowance
38. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Attitude Tests
Institutional Advertising
Clearance advertising (a special form of sale advertising)
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
39. Joining together in a consistent manner everything that communicates with customers
audience - ad message itself - communications media - and the product concept
Institutional Advertisements
Integrated Marketing Communications
Competitive
40. Three Approaches to Setting Advertising Schedules
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Limited-Service Agency
Market research
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
41. Ads on the interior and exterior of busses - subways - and taxis.
Ones with fewer words
Limited-Service Agency
Allowances and Discounts
Transit Advertising
42. Addition product information - product samples - or premiums are offered to an ad's readers or viewers. Ads generating the most inquiries are presumed to be the most effective.
Institutional Advertisements
Competitive Institutional
Product Placement
Inquiry Tests
43. Duration of an advertising message or campaign over a given period of time - sustains memory
Reference groups
Continuity
Trade-Oriented Sales Promotions (Trade Promotions)
the more audience attention
44. Party Responsible for Carrying Out Advertising Program
Print Media
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. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
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
45. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Brand interest
Print Media
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
Comparative
46. Simply the percentage of homes exposed to an advertising media
Rating
Print Media
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
Post-Tests
47. Promotes a specific product or service and stimulates short term action while building awareness of the business
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
Product Advertising
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
International Media
48. 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
Allowances and Discounts
Attitudes
Buyer Turnover
49. Is the products ability to satisfy both functional needs & symbolic wants
Utility
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
cognitive dissonance
Frequently use the word 'you'
50. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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