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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 cost of reaching 1 - 000 individuals or households with the advertising message.
Place-Based Media
Opinion leaders
Ones with fewer words
Cost per Thousand (CPM)
2. Scare the consumer into action
Product Placement
Brand loyalty
Transit 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)
3. Broad category of media - such as television - radio or newspaper
Permission-Based Advertising
Brand interest
Rebates
Media class
4. From basic physiological needs to safety - social - and esteem needs to self-actualization needs
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5. Advertising showing one brand's strengths relative to its competitors.
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
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
Comparative
Continuous (Steady) Schedule
6. Allow the audience to participate actively & immediately
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Digital Interactive 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
Purchase Frequency
7. What are the types of headlines?
Competitive
Integrated Marketing Communications
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Regular price-line advertising
8. What does the layout of an ad consist of?
Cost per Thousand (CPM)
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Clearance advertising (a special form of sale advertising)
kickers - boldface and italics
9. Interactive online advertising.
Product Advertising
Outdoor Advertising (Billboard)
Rich Media
Attitudes
10. Influencing the brand choice of consumers who are 'ready to buy'
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
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Recency planning
11. What are the types of subheads?
Horizontal cooperative advertising
kickers - boldface and italics
creating a picture of the concept they want to convey
Advocacy
12. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Forgetting Rate
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
Allowances and Discounts
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
13. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
International Media
STP Marketing (Segmenting - Targeting - Positioning)
Coupons
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
14. Ads used for announcements about what a company is - what it can do - and where it is located.
audience - ad message itself - communications media - and the product concept
Case Allowance
Pioneering Institutional
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
15. Offering the product free or at a greatly reduced price.
Samples
Reference groups
Theater Tests
Integrated Marketing Communications
16. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Contests
Print Media
Full-Service Agency
Sales Tests
17. Time - place of sale - environment
kickers - boldface and italics
Contests
Nonpersonal influences on consumer behavior
Permission-Based Advertising
18. What are the types of Formatting the Body Copy?
Integrated Marketing Communications
Samples
Message development - You must create a message that gets into the minds of the consumer and target audience
Lead in paragraphs - interior paragraphs - trial close - and close
19. Party Responsible for Carrying Out Advertising Program
Pulse (Burst) Schedule
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
CPM
Consumer-Oriented Sales Promotions (Consumer Promotions)
20. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Product Placement
audience - ad message itself - communications media - and the product concept
funny ads - but not always for the right reasons
Competitive
21. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Rich Media
Frequency
STP Marketing (Segmenting - Targeting - Positioning)
Place-Based Media
22. Provides a complete range of services - including market research - media selection - copy development - artwork - and production.
STP Marketing (Segmenting - Targeting - Positioning)
Horizontal cooperative advertising
Reminder
Full-Service Agency
23. Studies such as controlled experiments and consumer purchase tests.
Foreign Media
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
Competitive Institutional
Sales Tests
24. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Opinion leaders
kickers - boldface and italics
Reach
Gross Ratings Points (GRPs)
25. Persuade the customer
Clearance advertising (a special form of sale advertising)
kickers - boldface and italics
Pioneering Institutional
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
26. Link key attributes to the brand name
Ones with fewer words
Product Advertising
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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
27. Made up of the company's own advertising staff. They may provide full services or limited services.
Pulse (Burst) Schedule
Loyalty Programs
Functions of Marketing research
In-House Agencies
28. 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)
Permission-Based Advertising
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Classified Advertising
Product Placement
29. 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.
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
Horizontal cooperative advertising
Cooperative Advertising
Perception
30. What is the best way to grab attention in an ad?
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31. What kinds of ads resonate more?
Institutional Advertising
Ones with fewer words
Reminder
Integrated Marketing Communications
32. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Vertical cooperative advertising
cognitive dissonance
Trade-Oriented Sales Promotions (Trade Promotions)
the more audience attention
33. 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
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Frequency
Perception
Negatively originated (informational) motives
34. A flighting schedule combined with a continuous schedule because of increases in demand - heavy periods of promotion - or introduction of a new product.
Pulse (Burst) Schedule
Sales Advertising
Merchandise Allowance
Allowances and Discounts
35. Ads in magazines can be strategically placed in these places...
Portfolio Tests
bleed pages - inserts - covers - front - inside front - inside back - and outside back
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
Market research
36. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Exchange
Functional needs
Allowances and Discounts
37. 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.
Cooperative
Sweepstakes
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Aided Recall
38. Promote brand recall
Unaided Recall
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
39. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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40. Changing behavior by inducing anxiety
funny ads - but not always for the right reasons
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
Reminder Institutional
Rating
41. Ads that state the position of a company on an issue.
Ad research
Advocacy
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
Outdoor Advertising (Billboard)
42. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Print Media
Brand interest
Theater Tests
Publicity Tools
43. Value of Promotion
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
Point-of-Purchase Displays
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Market research
44. Is the products ability to satisfy both functional needs & symbolic wants
STP Marketing (Segmenting - Targeting - Positioning)
Cooperative Advertising
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Utility
45. What are the kinds of copy you can have in an ad?
Frequency
Market research
STP Marketing (Segmenting - Targeting - Positioning)
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
46. The speed which buyers forget the brand if advertising is not seen.
Classified Advertising
Sweepstakes
Forgetting Rate
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
47. What are the standard subjects for ad visuals?
International Media
audience - ad message itself - communications media - and the product concept
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
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
48. Affective Association
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49. Form - task - possession - time - place utility
Digital Interactive Media
Functional needs
the more audience attention
Sweepstakes
50. 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.
Comparative
Deals
Frequency
Limited-Service Agency