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Advertising
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Subject
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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. Reach (% of total market) x Frequency
Classified Advertising
Gross Ratings Points (GRPs)
Premiums
Institutional Advertising
2. Some methods for scheduling media
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Unaided Recall
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
3. Party Responsible for Carrying Out Advertising Program
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Message development - You must create a message that gets into the minds of the consumer and target audience
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Foreign Media
4. Gross rating points =
Continuous (Steady) Schedule
Reachxfrequency
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
BDI (Brand development index)
5. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Rating
Message development - You must create a message that gets into the minds of the consumer and target audience
Negatively originated (informational) motives
Coupons
6. Merchandise offered free or at a significant discount.
Point-of-Purchase Displays
Premiums
Allowances and Discounts
Pioneering
7. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Print Media
Participants in the marketing process
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Perception
8. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Market research
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Vertical cooperative advertising
CPM
9. Interactive online advertising.
Rich Media
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
Media class
Sweepstakes
10. Situate the brand socially
Reach
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
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Limited-Service Agency
11. What are the function of headlines?
Sales Advertising
Rich Media
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
Rating
12. Markets are segmented - products are positioned
Continuity
Purchase Frequency
Segmenting
Rossiter & Percy's Fundamental Motives
13. What are the standard subjects for ad visuals?
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
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
Marketing research
Theater Tests
14. Common Advertising Appeals
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
Perception
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Digital Interactive Media
15. Scare the consumer into action
Regular price-line advertising
Media class
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)
Trade-Oriented Sales Promotions (Trade Promotions)
16. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Samples
STP Marketing (Segmenting - Targeting - Positioning)
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Reminder Institutional
17. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Premiums
Reach
Theater Tests
Recency planning
18. Placing items on sale and offering two-for-one specials of other deals
Full-Service Agency
Sales Advertising
Foreign Media
Product Advertising
19. Changing behavior by inducing anxiety
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
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Rich Media
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
20. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
International Media
Deals
Advocacy
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
21. Stages of ad development
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Transit Advertising
Rating
Pretests
22. Factors of Scheduling Advertising
Maslow's hierarchy of needs theory of motivation based on unmet human needs
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Recency planning
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
23. What are the types of headlines?
Allowances and Discounts
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Limited-Service Agency
Electronic Media
24. What kind of ads are most often remembered?
funny ads - but not always for the right reasons
Aided Recall
Integrated Marketing Communications
Brand loyalty
25. 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
Limited-Service Agency
Recency planning
Segmenting
cognitive dissonance
26. Studies such as controlled experiments and consumer purchase tests.
Case Allowance
Buyer Turnover
Sales Tests
Finance Allowance
27. 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
Segmenting
Aided Recall
Outdoor Advertising (Billboard)
Positively originated (transformational) motives
28. The speed which buyers forget the brand if advertising is not seen.
Marketing research
Forgetting Rate
Unaided Recall
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
29. Approaches to Post-Testing
Advocacy
Comparative
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
30. Simply the percentage of homes exposed to an advertising media
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
kickers - boldface and italics
Rating
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
31. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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32. Three Approaches to Setting Advertising Schedules
BDI (Brand development index)
Sales Tests
Pulse (Burst) Schedule
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
33. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Brand interest
Post-Tests
Premiums
Brand loyalty
34. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Point-of-Purchase Displays
Digital Interactive Media
Nonpersonal influences on consumer behavior
Integrated Marketing Communications
35. Is an individual's openness or curiosity about a brand
Digital Interactive Media
Frequency
Brand interest
Reminder Institutional
36. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
In-House Agencies
Loyalty Programs
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Case Allowance
37. Measures the intensity of a media schedule - based on repeated exposures to the medium (important for memory) - effective frequency is considered somewhere between 'awareness' and 'overexposure'
Frequency
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
Classified Advertising
Market research
38. The number of different people or households exposed to an ad.
Publicity Tools
Attitude Tests
Reachxfrequency
Reach
39. The greater size of an ad illustration...
the more audience attention
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Inquiry 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
creating a picture of the concept they want to convey
Cooperative
Negatively originated (informational) motives
Brand interest
41. Ads that state the position of a company on an issue.
Reach
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Advocacy
Competitive
42. Joining together in a consistent manner everything that communicates with customers
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Horizontal cooperative advertising
Integrated Marketing Communications
Recency planning
43. Attempts to create a favorable long-term perception of the business as a whole - not just of a particular product or service.
Continuous (Steady) Schedule
Sales Tests
Institutional Advertising
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
44. 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.
the more audience attention
Brand loyalty
Attitude 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
45. Transform consumption experience
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
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Reach
Transit Advertising
46. 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
CB - The Consumer Decision Process
Post-Tests
Point-of-Purchase Displays
Coupons
47. Forms of Institutional Advertisements
Jury Tests
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
48. Persuade the customer
kickers - boldface and italics
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
Transit Advertising (Bus - taxi - and subway advertising)
Nonpersonal influences on consumer behavior
49. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Opinion leaders
Trade-Oriented Sales Promotions (Trade Promotions)
Digital Interactive Media
Media vehicle
50. Duration of an advertising message or campaign over a given period of time - sustains memory
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Cost per Thousand (CPM)
Portfolio Tests
Continuity
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