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Advertising
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Study First
Subject
:
business-skills
Instructions:
Answer 50 questions in 15 minutes.
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study here
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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. Displays that take the form of an advertising sign in high traffic areas of store aisles.
Point-of-Purchase Displays
Consumer-Oriented Sales Promotions (Consumer Promotions)
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Attitudes
2. 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.
Segmenting
Reachxfrequency
Competitive Institutional
Samples
3. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Allowances and Discounts
Gross Ratings Points (GRPs)
In-House Agencies
Rebates
4. 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.
Limited-Service Agency
Case Allowance
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Flighting (Intermittent) Schedule
5. Types of Advertisements
Media class
1. Product Advertisements 2. Institutional Advertisements
funny ads - but not always for the right reasons
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
6. 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.
Product Placement
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
Sweepstakes
Rebates
7. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Reachxfrequency
Reference groups
Consumer-Oriented Sales Promotions (Consumer Promotions)
8. Joining together in a consistent manner everything that communicates with customers
STP Marketing (Segmenting - Targeting - Positioning)
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Integrated Marketing Communications
Print Media
9. A discount on each case ordered during a specific time period.
Vertical cooperative advertising
CB - The Consumer Decision Process
Cooperative Advertising
Case Allowance
10. Interactive online advertising.
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Rich Media
CPM-TM
Opinion leaders
11. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Product Placement
Theater Tests
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
Loyalty Programs
12. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Sales Advertising
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
Participants in the marketing process
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
13. The percentage of households in a market that are tuned to a particular TV/radio show.
Product Advertisements
Rossiter & Percy's Fundamental Motives
Jury Tests
Rating
14. Influencing the brand choice of consumers who are 'ready to buy'
Recency planning
Product Advertising
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
Frequency
15. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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16. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
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. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Pulse (Burst) Schedule
17. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Forgetting Rate
Pioneering Institutional
CPM
International Media
18. Factors of Scheduling Advertising
Positively originated (transformational) motives
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Cost per Thousand (CPM)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
19. Placing items on sale and offering two-for-one specials of other deals
Pioneering
Advocacy
Sales Advertising
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
20. Scare the consumer into action
Comparative
Place-Based Media
1. Product Advertisements 2. Institutional Advertisements
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)
21. Stages of ad development
Buyer Turnover
Functions of Marketing research
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
thumbnails - roughs - dummies - comprehensives (elaborate draft)
22. Types of audience resonance
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23. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Exchange
Full-Service Agency
BDI (Brand development index)
Nonpersonal influences on consumer behavior
24. Content advertising
CPM-TM
Regular price-line advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Rossiter & Percy's Fundamental Motives
25. Is the products ability to satisfy both functional needs & symbolic wants
Pioneering
Utility
Point-of-Purchase Displays
Gross Ratings Points (GRPs)
26. Is an individual's openness or curiosity about a brand
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)
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
Brand interest
1. Product Advertisements 2. Institutional Advertisements
27. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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28. Forms of Institutional Advertisements
Cooperative
Trade-Oriented Sales Promotions (Trade Promotions)
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Comparative
29. The number of different people or households exposed to an ad.
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Purposes of Marketing research
Reach
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
30. Link key attributes to the brand name
Point-of-Purchase Displays
CPM-TM
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
Institutional Advertising
31. Ads on the interior and exterior of busses - subways - and taxis.
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Clearance advertising (a special form of sale advertising)
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
32. 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
Finance Allowance
Cooperative
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
33. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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34. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Loyalty Programs
CPM-TM
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Media class
35. Some methods for scheduling media
Place-Based 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
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Comparative
36. The greater size of an ad illustration...
Market research
the more audience attention
Deals
Cost per Thousand (CPM)
37. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Local Advertisers
Finance Allowance
Publicity Tools
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
38. 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
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
CB - The Consumer Decision Process
Reach
Brand interest
39. Gathering - recording - and analyzing new information to help managers make marketing decisions
Marketing research
Jury Tests
Cooperative
Maslow's hierarchy of needs theory of motivation based on unmet human needs
40. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Opinion leaders
Nonpersonal influences on consumer behavior
Vertical cooperative advertising
Habits
41. Ads used for announcements about what a company is - what it can do - and where it is located.
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Pioneering Institutional
Comparative
42. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
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
Cooperative
Pioneering
Cooperative Advertising
43. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Gross Ratings Points (GRPs)
Negatively originated (informational) motives
Post-Tests
Nonpersonal influences on consumer behavior
44. Types of Publicity Tools
Participants in the marketing process
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
Nonpersonal influences on consumer behavior
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
45. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CB - The Consumer Decision Process
Reachxfrequency
CPM
Competitive
46. Customer's perception of product/service; sometimes advertisers need to change those perceptions. As well as seller's perception of customer's needs - wants - objectives.
Opinion leaders
Marketing research
Perception
Frequency
47. Elements of an advertising message
Exchange
audience - ad message itself - communications media - and the product concept
Media vehicle
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
48. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Functions of Marketing research
Cooperative
Habits
creating a picture of the concept they want to convey
49. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Cooperative
1. Product Advertisements 2. Institutional Advertisements
Media vehicle
50. Cost of media buy/targeted audienceX1 - 000
Trade-Oriented Sales Promotions (Trade Promotions)
CPM-TM
Point-of-Purchase Displays
audience - ad message itself - communications media - and the product concept
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