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Advertising
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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. Advertisements used to build goodwill or an image for an organization rather than promote a specific good or service.
Transit Advertising
Institutional Advertisements
Loyalty Programs
Direct Mail Advertising
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.
Reminder Institutional
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Competitive
Competitive Institutional
3. Is the products ability to satisfy both functional needs & symbolic wants
Rating
Utility
Media class
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
4. Persuade the customer
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
Brand interest
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)
Pioneering
5. Influencing the brand choice of consumers who are 'ready to buy'
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
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
Recency planning
6. Define the brand image
Competitive
Loyalty Programs
Classified Advertising
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
7. Ads that simply bring the company's name to the attention of its target market again.
Reminder Institutional
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
CPM-TM
Media class
8. 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.
Permission-Based Advertising
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Electronic Media
9. Paying retailers for financing costs or financial losses associated with consumer sales promotions.
Finance Allowance
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
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Pretests
10. Advertisements that tell people what a product is - what it can do - and where it can be found.
Coupons
Place-Based Media
Ones with fewer words
Pioneering
11. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Vertical cooperative advertising
Marketing research
Negatively originated (informational) motives
Reach
12. What are the types of Formatting the Body Copy?
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Deals
Lead in paragraphs - interior paragraphs - trial close - and close
13. 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.
Negatively originated (informational) motives
Jury Tests
Continuous (Steady) Schedule
Sweepstakes
14. Promote brand recall
Perception
Gross Ratings Points (GRPs)
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Habits
15. Ads that state the position of a company on an issue.
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
Advocacy
Portfolio Tests
Institutional Advertising
16. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Gross Ratings Points (GRPs)
Coupons
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
Opinion leaders
17. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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18. Customers: current - prospective - centers of influence; total market Markets: consumer markets - business markets - reseller markets - industrial markets Marketers
Media vehicle
Participants in the marketing process
Continuous (Steady) Schedule
Finance Allowance
19. Changing behavior by inducing anxiety
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
Consumer-Oriented Sales Promotions (Consumer Promotions)
BDI (Brand development index)
the more audience attention
20. 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
Portfolio Tests
funny ads - but not always for the right reasons
Sales Advertising
Electronic Media
21. Content advertising
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
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
22. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Loyalty Programs
Trade-Oriented Sales Promotions (Trade Promotions)
Integrated Marketing Communications
Positively originated (transformational) motives
23. Made up of the company's own advertising staff. They may provide full services or limited services.
In-House Agencies
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Allowances and Discounts
Message development - You must create a message that gets into the minds of the consumer and target audience
24. 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.
Attitude Tests
Frequency
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Limited-Service Agency
25. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Rossiter & Percy's Fundamental Motives
Sales Tests
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
Loyalty Programs
26. Party Responsible for Carrying Out Advertising Program
Reachxfrequency
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
Place-Based Media
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
27. Affective Association
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28. Trade promotions focused on maintaining or increasing inventory levels in the channel of distribution.
Digital Interactive Media
Allowances and Discounts
Cooperative Advertising
audience - ad message itself - communications media - and the product concept
29. Reimbursing a retailer for extra in-store support or special featuring of the brand.
Frequency
Samples
Inquiry Tests
Merchandise Allowance
30. Firms in the same business (real-estate agents - insurance agents - pharmacies - car dealers - or travel agents) or in the same part of town advertise jointly
Interpersonal influences on consumer behavior
Horizontal cooperative advertising
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
31. Common Advertising Appeals
Ad research
Frequency
Rating
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
32. 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
Nonpersonal influences on consumer behavior
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
cognitive dissonance
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
33. Consumer-Oriented Sales Promotion (Consumer Promotions) Tools
STP Marketing (Segmenting - Targeting - Positioning)
Participants in the marketing process
Opinion leaders
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
34. Sales promotions that offer a discounted price to the consumer - which encourage trial.
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
Coupons
Post-Tests
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
35. How often new buyers enter the market to buy the product.
Buyer Turnover
Clearance advertising (a special form of sale advertising)
Finance Allowance
Product Advertising
36. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
Flighting (Intermittent) Schedule
Nonpersonal influences on consumer behavior
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
37. Tests conducted after an ad has been shown to determine if it accomplished its intended message.
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Reachxfrequency
Post-Tests
Finance Allowance
38. Some methods for scheduling media
Purchase Frequency
bleed pages - inserts - covers - front - inside front - inside back - and outside back
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Rich Media
39. 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. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Advocacy
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
BDI (Brand development index)
40. Gathering - recording - and analyzing new information to help managers make marketing decisions
Continuous (Steady) Schedule
Theater Tests
Point-of-Purchase Displays
Marketing research
41. Gross rating points =
Reach
Reachxfrequency
Advocacy
Clearance advertising (a special form of sale advertising)
42. Offering the product free or at a greatly reduced price.
Pioneering Institutional
Samples
International Media
Maslow's hierarchy of needs theory of motivation based on unmet human needs
43. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
International Media
Frequency
Message development - You must create a message that gets into the minds of the consumer and target audience
Recency planning
44. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Place-Based Media
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
International Media
Brand interest
45. What are the positives to newspapers as a form of mass media?
Rating
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
Pulse (Burst) Schedule
Integrated Marketing Communications
46. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
International Media
Functions of Marketing research
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 Advertising
47. What are the types of headlines?
kickers - boldface and italics
Point-of-Purchase Displays
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
48. A discount on each case ordered during a specific time period.
Case Allowance
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
Continuity
Unaided Recall
49. 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
Perception
Sales Advertising
Classified Advertising
50. What does the layout of an ad consist of?
Ones with fewer words
Horizontal cooperative advertising
Habits
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
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