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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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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. Forms of Institutional Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Jury Tests
Post-Tests
Finance Allowance
2. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
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
Marketing research
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
Print Media
3. Evaluation process conducted before the ads are in place to determine whether the ad communicates the intended message or to select among alternative versions of the ad.
Pretests
Segmenting
Post-Tests
Sales Tests
4. What are the principles of design?
Trade-Oriented Sales Promotions (Trade Promotions)
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
Cooperative Advertising
Recency planning
5. What are the types of subheads?
Inquiry Tests
kickers - boldface and italics
Competitive Institutional
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
6. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Reference groups
kickers - boldface and italics
Reminder Institutional
7. Promote brand recall
Continuity
Rich Media
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Brand loyalty
8. Promotes a specific product or service and stimulates short term action while building awareness of the business
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Product Advertising
Merchandise Allowance
Portfolio Tests
9. Advertising that promotes a specific brand's features and benefits.
Jury Tests
Reachxfrequency
Competitive
Marketing research
10. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
Advocacy
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
Aided Recall
Contests
11. Offering the product free or at a greatly reduced price.
Inquiry Tests
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Competitive
Samples
12. Scare the consumer into action
Ones with fewer words
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)
Utility
13. Situate the brand socially
Direct Mail Advertising
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
Theater Tests
Utility
14. What kind of ads are most often remembered?
funny ads - but not always for the right reasons
Regular price-line advertising
Permission-Based Advertising
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
15. Joining together in a consistent manner everything that communicates with customers
Integrated Marketing Communications
Cost per Thousand (CPM)
Finance Allowance
Allowances and Discounts
16. 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
Jury Tests
Premiums
cognitive dissonance
Horizontal cooperative advertising
17. What are the types of headlines?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Aided Recall
Jury Tests
18. 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
BDI (Brand development index)
Institutional Advertising
Merchandise Allowance
Contests
19. What are the positives to newspapers as a form of mass media?
Purchase Frequency
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
Negatively originated (informational) motives
Pioneering
20. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
In-House Agencies
Rating
Consumer-Oriented Sales Promotions (Consumer Promotions)
Post-Tests
21. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Buyer Turnover
Publicity Tools
CPM
22. Tests used to test ad alternatives.
Portfolio Tests
Institutional Advertisements
Post-Tests
Media vehicle
23. Types of audience resonance
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24. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Rich Media
Publicity 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
Jury Tests
25. 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
Nonpersonal influences on consumer behavior
Electronic Media
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
Reach
26. Information gathered about a particular market or market segment
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
Market research
Brand loyalty
Comparative
27. Link key attributes to the brand name
Rebates
Opinion leaders
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
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
28. Offers the return of money based on proof of purchase.
Brand loyalty
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
Rebates
Flighting (Intermittent) Schedule
29. They use Retail Advertising because retail stores account for so much of the market
Local Advertisers
Point-of-Purchase Displays
creating a picture of the concept they want to convey
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
30. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Cooperative Advertising
Electronic Media
Allowances and Discounts
Product Advertising
31. Consumer needs - product development - assess effectiveness - financial planning and quality control
Samples
Functions of Marketing research
Cooperative Advertising
Jury Tests
32. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
creating a picture of the concept they want to convey
Interpersonal influences on consumer behavior
Limited-Service Agency
Finance Allowance
33. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Contests
Participants in the marketing process
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Institutional Advertising
34. Family - society - reference groups - opinion leaders
Reachxfrequency
Interpersonal influences on consumer behavior
Local Advertisers
CPM-TM
35. 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.
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
BDI (Brand development index)
CPM
Sweepstakes
36. Affective Association
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37. Duration of an advertising message or campaign over a given period of time - sustains memory
Brand interest
Marketing research
Frequently use the word 'you'
Continuity
38. Broad category of media - such as television - radio or newspaper
Electronic Media
Interpersonal influences on consumer behavior
Media class
Place-Based Media
39. Reach (% of total market) x Frequency
Gross Ratings Points (GRPs)
Institutional Advertising
Local Advertisers
Positively originated (transformational) motives
40. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Continuous (Steady) Schedule
Foreign Media
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Market research
41. The greater size of an ad illustration...
Finance Allowance
Institutional Advertising
the more audience attention
Sounds that are familiar
42. Where viewers agree to watch a commercial online in exchange for points - samples - or access to premium content - and advertisers only pay for completed views.
Attitudes
Rebates
Permission-Based Advertising
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
43. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Buyer Turnover
Flighting (Intermittent) Schedule
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
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
44. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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45. Interactive online 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
Rich Media
Frequently use the word 'you'
Premiums
46. Cost of media buy/targeted audienceX1 - 000
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
CPM-TM
Theater Tests
47. 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.
BDI (Brand development index)
Continuous (Steady) Schedule
Finance Allowance
Competitive Institutional
48. Forms of Product Advertising
the more audience attention
Foreign Media
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Product Advertising
49. Influencing the brand choice of consumers who are 'ready to buy'
Sounds that are familiar
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Recency planning
50. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Purposes of Marketing research
Trade-Oriented Sales Promotions (Trade Promotions)
Pulse (Burst) Schedule
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