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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. What are the types of Formatting the Body Copy?
Lead in paragraphs - interior paragraphs - trial close - and close
Sounds that are familiar
Perception
Recency planning
2. The percentage of households in a market that are tuned to a particular TV/radio show.
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)
Rating
Vertical cooperative advertising
Reach
3. How often new buyers enter the market to buy the product.
Rich Media
Cooperative Advertising
Message development - You must create a message that gets into the minds of the consumer and target audience
Buyer Turnover
4. Refers to the total number of different people or households exposed - at least once - to a medium in a certain amount of time - and effective reach is the quality of that exposure
Interpersonal influences on consumer behavior
Reach
Classified Advertising
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
5. Reach (% of total market) x Frequency
Permission-Based Advertising
Gross Ratings Points (GRPs)
Vertical cooperative advertising
Rating
6. Ads that simply bring the company's name to the attention of its target market again.
Attitudes
Consumer-Oriented Sales Promotions (Consumer Promotions)
Reminder Institutional
Rich Media
7. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Nonpersonal influences on consumer behavior
Clearance advertising (a special form of sale advertising)
Jury Tests
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
8. Is an individual's openness or curiosity about a brand
Outdoor Advertising (Billboard)
Consumer-Oriented Sales Promotions (Consumer Promotions)
Brand interest
Media vehicle
9. Ads that state the position of a company on an issue.
Perception
Advocacy
Pioneering Institutional
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
10. Transform consumption experience
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
Reachxfrequency
Utility
11. 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.
Pioneering Institutional
Inquiry Tests
Cooperative Advertising
Theater Tests
12. 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
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Segmenting
13. Consumer needs - product development - assess effectiveness - financial planning and quality control
Continuity
Case Allowance
Functions of Marketing research
International Media
14. Stages of ad development
Purchase Frequency
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Merchandise Allowance
Jury Tests
15. 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
Case Allowance
CB - The Consumer Decision Process
Sales Advertising
Coupons
16. Reimbursing a retailer for extra in-store support or special featuring of the brand.
CPM
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
Merchandise Allowance
Regular price-line advertising
17. 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.
the more audience attention
Flighting (Intermittent) Schedule
Competitive Institutional
cognitive dissonance
18. 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.
Sweepstakes
Jury Tests
Institutional Advertising
Coupons
19. Forms of Institutional Advertisements
Sounds that are familiar
Maslow's hierarchy of needs theory of motivation based on unmet human needs
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Competitive Institutional
20. Form - task - possession - time - place utility
Functional needs
Outdoor Advertising (Billboard)
Gross Ratings Points (GRPs)
Finance Allowance
21. What are the kinds of copy you can have in an ad?
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
CPM-TM
22. 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'
creating a picture of the concept they want to convey
Competitive
Frequency
Reminder Institutional
23. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Contests
Media vehicle
Product Placement
Habits
24. Placing items on sale and offering two-for-one specials of other deals
Habits
Sales Advertising
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)
Rating
25. Broad category of media - such as television - radio or newspaper
Media class
Direct Mail Advertising
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Ones with fewer words
26. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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27. Markets are segmented - products are positioned
Segmenting
CPM-TM
Contests
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
28. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Rich Media
Product Placement
Reach
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
29. The greater size of an ad illustration...
Positively originated (transformational) motives
Case Allowance
CPM
the more audience attention
30. Is our acquired mental position regarding some idea or object
Regular price-line advertising
Attitudes
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
audience - ad message itself - communications media - and the product concept
31. Interactive online advertising.
Digital Interactive Media
1. Product Advertisements 2. Institutional Advertisements
Rich Media
Pulse (Burst) Schedule
32. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Product Placement
Purposes of Marketing research
Classified Advertising
Place-Based Media
33. Is an effective & inexpensive medium to reach the public while they're in the retail neighborhood
Allowances and Discounts
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Transit Advertising (Bus - taxi - and subway advertising)
Deals
34. Means cost per thousand - and it measures the cost efficienty of each medium = cost of media buy/total audienceX1 - 000
CPM
Publicity Tools
Gross Ratings Points (GRPs)
Reach
35. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
International Media
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
Attitudes
Institutional Advertisements
36. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Participants in the marketing process
kickers - boldface and italics
Pulse (Burst) Schedule
Reach
37. Tests used to test ad alternatives.
Portfolio Tests
Case Allowance
kickers - boldface and italics
Rich Media
38. Offering the product free or at a greatly reduced price.
Pulse (Burst) Schedule
Trade-Oriented Sales Promotions (Trade Promotions)
Samples
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
39. Types of Advertisements
Samples
1. Product Advertisements 2. Institutional Advertisements
International Media
Attitude Tests
40. What are the types of headlines?
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
audience - ad message itself - communications media - and the product concept
Merchandise Allowance
Foreign Media
41. Showing the ad copy to a panel of consumers and having them rate how they liked it - how much it drew their attention - and how attractive they thought it was.
Jury Tests
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
Ad 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
42. Simply the percentage of homes exposed to an advertising media
Foreign Media
STP Marketing (Segmenting - Targeting - Positioning)
Rating
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
43. To make room for new product lines or new models and to get rid of slow-moving lines - floor samples - broken or distressed merchandise - or out of season items
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
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
Clearance advertising (a special form of sale advertising)
Opinion leaders
44. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
Product Advertising
Print Media
Product Advertisements
Foreign Media
45. Information gathered about a particular market or market segment
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Premiums
Institutional Advertisements
Market research
46. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Cooperative
Premiums
Rating
Deals
47. Influencing the brand choice of consumers who are 'ready to buy'
Purposes of Marketing research
In-House Agencies
Recency planning
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)
48. Advertisements focused on selling a product or service
Frequency
Product Advertisements
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Cooperative
49. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
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)
Publicity Tools
Place-Based Media
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
50. Gross rating points =
Merchandise Allowance
Reachxfrequency
Sounds that are familiar
Samples
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