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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. The number of different people or households exposed to an ad.
Integrated Marketing Communications
Ones with fewer words
Reach
Digital Interactive Media
2. People we try to emulate or whose approval concerns us
Attitude Tests
Reference groups
Permission-Based Advertising
International Media
3. 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.
Coupons
Horizontal cooperative advertising
Limited-Service Agency
Message development - You must create a message that gets into the minds of the consumer and target audience
4. Types of Advertisements
Unaided Recall
International Media
1. Product Advertisements 2. Institutional Advertisements
Nonpersonal influences on consumer behavior
5. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Allowances and Discounts
Consumer-Oriented Sales Promotions (Consumer Promotions)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Reminder Institutional
6. Interactive online advertising.
Perception
International Media
Point-of-Purchase Displays
Rich Media
7. Approaches to Post-Testing
Clearance advertising (a special form of sale advertising)
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Frequently use the word 'you'
Opinion leaders
8. Joining together in a consistent manner everything that communicates with customers
Continuity
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
Positively originated (transformational) motives
Integrated Marketing Communications
9. Affective Association
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10. Is an individual's openness or curiosity about a brand
Brand interest
Reminder
Sales Advertising
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
11. Stages of ad development
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
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Sales Tests
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
12. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Exchange
Comparative
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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
13. Scare the consumer into action
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
creating a picture of the concept they want to convey
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
14. Markets are segmented - products are positioned
Attitude Tests
Sweepstakes
funny ads - but not always for the right reasons
Segmenting
15. 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
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Aided Recall
Negatively originated (informational) motives
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
16. Made up of the company's own advertising staff. They may provide full services or limited services.
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
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
Brand interest
In-House Agencies
17. Allow the audience to participate actively & immediately
Media vehicle
the more audience attention
Purchase Frequency
Digital Interactive Media
18. Where is the advertising and brand battle won or lost?
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
In-House Agencies
Positively originated (transformational) motives
Message development - You must create a message that gets into the minds of the consumer and target audience
19. Recruit new customers - retain current customers - and regain lost customers
the more audience attention
Purposes of Marketing research
Frequency
Pretests
20. Situate the brand socially
Horizontal cooperative advertising
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
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
21. Is the products ability to satisfy both functional needs & symbolic wants
Marketing research
Market research
Utility
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
22. What does the layout of an ad consist of?
Rating
Attitudes
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
23. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Trade-Oriented Sales Promotions (Trade Promotions)
Rich Media
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Pioneering
24. Forms of Institutional Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Rating
Rating
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
25. Ads that state the position of a company on an issue.
Media class
Institutional Advertising
Advocacy
Frequency
26. The speed which buyers forget the brand if advertising is not seen.
Jury Tests
Allowances and Discounts
Post-Tests
Forgetting Rate
27. Time - place of sale - environment
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Rebates
Nonpersonal influences on consumer behavior
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
28. What are the types of Formatting the Body Copy?
Marketing research
Lead in paragraphs - interior paragraphs - trial close - and close
Purposes of Marketing research
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
29. 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.
CPM-TM
Inquiry Tests
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
30. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Maslow's hierarchy of needs theory of motivation based on unmet human needs
International Media
Media class
Message development - You must create a message that gets into the minds of the consumer and target audience
31. The more frequently a product is purchased - the less repetition is required.
Purchase Frequency
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
Competitive
Classified Advertising
32. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Outdoor Advertising (Billboard)
Ad research
Reach
Merchandise Allowance
33. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Marketing research
Utility
Point-of-Purchase Displays
Loyalty Programs
34. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Media vehicle
Functions of Marketing research
Institutional Advertising
Contests
35. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Print Media
Competitive
Ad research
Point-of-Purchase Displays
36. Changing behavior by inducing anxiety
Reach
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
Perception
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
37. What do the most effective radio commercials use?
Negatively originated (informational) motives
Sounds that are familiar
Continuity
Frequency
38. Tests used to test ad alternatives.
Portfolio Tests
Point-of-Purchase Displays
Negatively originated (informational) motives
In-House Agencies
39. What are the principles of design?
Cooperative
Theater Tests
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
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
40. 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
Cost per Thousand (CPM)
audience - ad message itself - communications media - and the product concept
Aided Recall
CB - The Consumer Decision Process
41. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Functional needs
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Institutional Advertisements
42. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Permission-Based Advertising
Portfolio Tests
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. Coupons 2. Deals 3. Premiums 4. Contests 5. Sweepstakes 6. Samples 7. Loyalty Programs 8. Point-of-Purchase Displays 9. Rebates 10. Product Placement
43. What are the kinds of copy you can have in an ad?
Unaided Recall
Full-Service Agency
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Cooperative Advertising
44. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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45. 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)
Pretests
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
Classified Advertising
Exchange
46. Advertisements that tell people what a product is - what it can do - and where it can be found.
Transit Advertising (Bus - taxi - and subway advertising)
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Pioneering
Continuity
47. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Frequency
Competitive
Publicity Tools
48. What kind of ads are most often remembered?
funny ads - but not always for the right reasons
Competitive
Rating
Post-Tests
49. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Transit Advertising (Bus - taxi - and subway advertising)
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
50. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
Unaided Recall
1. Product Advertisements 2. Institutional Advertisements
Rating
Full-Service Agency