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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. Short-term price reductions - commonly used to increase trial among potential customers or to retaliate against a competitor's actions.
Deals
Sales Tests
Buyer Turnover
Flighting (Intermittent) Schedule
2. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
STP Marketing (Segmenting - Targeting - Positioning)
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Rossiter & Percy's Fundamental Motives
Cooperative
3. Gross rating points =
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Reach
Reachxfrequency
Rating
4. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Reminder
Electronic Media
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
Institutional Advertisements
5. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
Interpersonal influences on consumer behavior
Buyer Turnover
Consumer-Oriented Sales Promotions (Consumer Promotions)
Print Media
6. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
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
Sweepstakes
1. Product Advertisements 2. Institutional Advertisements
Cooperative
7. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
Finance Allowance
Ad research
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Cooperative
8. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
Full-Service Agency
Permission-Based Advertising
Institutional Advertising
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
9. Broad category of media - such as television - radio or newspaper
Institutional Advertising
Media class
Direct Mail Advertising
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
10. What are the kinds of copy you can have in an ad?
1. Product Advertisements 2. Institutional Advertisements
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Forgetting Rate
Institutional Advertising
11. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Reference groups
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
Merchandise Allowance
Product Placement
12. Three Approaches to Setting Advertising Schedules
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
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. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
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
13. Advertisements that tell people what a product is - what it can do - and where it can be found.
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
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
Pioneering
Integrated Marketing Communications
14. What do the most effective radio commercials use?
Advocacy
Cooperative Advertising
Lead in paragraphs - interior paragraphs - trial close - and close
Sounds that are familiar
15. Stages of ad development
Product Placement
creating a picture of the concept they want to convey
Functions of Marketing research
thumbnails - roughs - dummies - comprehensives (elaborate draft)
16. 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. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Maslow's hierarchy of needs theory of motivation based on unmet human needs
Frequency
CB - The Consumer Decision Process
17. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Coupons
Trade-Oriented Sales Promotions (Trade Promotions)
Opinion leaders
Frequency
18. Advertising used to reinforce previous knowledge of a product.
Reminder
Reach
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
Purchase Frequency
19. Made up of the company's own advertising staff. They may provide full services or limited services.
Print Media
Media class
In-House Agencies
kickers - boldface and italics
20. Ads that simply bring the company's name to the attention of its target market again.
Deals
funny ads - but not always for the right reasons
Reminder Institutional
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
21. What kind of ads are most often remembered?
Marketing research
funny ads - but not always for the right reasons
audience - ad message itself - communications media - and the product concept
Purchase Frequency
22. Offering the product free or at a greatly reduced price.
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Samples
Case Allowance
CPM
23. A discount on each case ordered during a specific time period.
Case Allowance
Trade-Oriented Sales Promotions (Trade Promotions)
Negatively originated (informational) motives
Clearance advertising (a special form of sale advertising)
24. Persuade the customer
Purposes of Marketing research
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
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
25. The acquired behavior pattern that becomes nearly or completely involuntary- is the natural extension of learning
Finance Allowance
Habits
Institutional Advertisements
Negatively originated (informational) motives
26. Tests used to test ad alternatives.
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Portfolio Tests
Product Placement
27. Joining together in a consistent manner everything that communicates with customers
1. Product Advertisements 2. Institutional Advertisements
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Integrated Marketing Communications
Recency planning
28. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Competitive Institutional
Place-Based Media
Rebates
Limited-Service Agency
29. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Media vehicle
Interpersonal influences on consumer behavior
Loyalty Programs
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
30. Consumers are invited to view a new TV show or movie in which test commercials are also shown.
Pioneering Institutional
Product Advertisements
Theater Tests
Classified Advertising
31. What does the layout of an ad consist of?
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Purposes of Marketing research
Advocacy
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
32. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Ones with fewer words
Rating
Advocacy
Coupons
33. Merchandise offered free or at a significant discount.
International Media
Premiums
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)
Digital Interactive Media
34. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Exchange
Regular price-line advertising
the more audience attention
Finance Allowance
35. Interactive online advertising.
Lead in paragraphs - interior paragraphs - trial close - and close
Media vehicle
Rich Media
Cost per Thousand (CPM)
36. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Full-Service Agency
Negatively originated (informational) motives
Competitive
Vertical cooperative advertising
37. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Pretests
Full-Service Agency
Loyalty Programs
Clearance advertising (a special form of sale advertising)
38. Where consumers apply their skill or analytical or creative thinking to try to win prizes.
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
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
Contests
Advocacy
39. Allow the audience to participate actively & immediately
the more audience attention
Digital Interactive Media
Marketing research
Pulse (Burst) Schedule
40. Three Common Discounts and Allowances
Perception
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Frequency
41. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Print Media
Publicity Tools
cognitive dissonance
Limited-Service Agency
42. Factors of Scheduling Advertising
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Cost per Thousand (CPM)
Brand interest
Exchange
43. Ads on the interior and exterior of busses - subways - and taxis.
Media class
Transit Advertising
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
44. Value of Promotion
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Cooperative
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Rating
45. Reach (% of total market) x Frequency
Product Advertisements
Gross Ratings Points (GRPs)
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Transit Advertising
46. A positive bonus is promised rather than the removal or reduction of some negative situation. The 3 positively originated motives- sensory gratification - intellectual stimulation - & social approval
Unaided Recall
Samples
Positively originated (transformational) motives
Institutional Advertising
47. What are the function of headlines?
Point-of-Purchase Displays
kickers - boldface and italics
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
Product Placement
48. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Sales Advertising
Flighting (Intermittent) Schedule
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
the more audience attention
49. The greater size of an ad illustration...
Post-Tests
Pulse (Burst) Schedule
Full-Service Agency
the more audience attention
50. 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
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
BDI (Brand development index)
Aided Recall
Cooperative Advertising
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