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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. Broad category of media - such as television - radio or newspaper
Regular price-line advertising
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Media class
Cost per Thousand (CPM)
2. Which serves several countries - usually without any change content - have been limited to newspapers & magazines
Aided Recall
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
International Media
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
3. Sales tools used to support a company's advertising or personal selling directed at wholesalers - retailers - or distributors.
Theater Tests
Methods: repitition - and slogans/jingles - Resistant to forgetting - efficient for consumer - long-term commitment - creatives dont like this method
Digital Interactive Media
Trade-Oriented Sales Promotions (Trade Promotions)
4. Forms of Institutional Advertisements
Rating
Attitudes
Post-Tests
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
5. Advertising showing one brand's strengths relative to its competitors.
Comparative
Reachxfrequency
1. Product Advertisements 2. Institutional Advertisements
Reach
6. What are the types of headlines?
Advocacy
Portfolio Tests
Digital Interactive Media
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
7. Cost of media buy/targeted audienceX1 - 000
Sales Advertising
CPM-TM
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Place-Based Media
8. Is our acquired mental position regarding some idea or object
Attitudes
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
Sales Advertising
Sales Tests
9. What are the types of Formatting the Body Copy?
Institutional 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
Lead in paragraphs - interior paragraphs - trial close - and close
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
10. The average number of times a person in the target audience is exposed to an ad.
Permission-Based Advertising
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Frequency
11. 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
Regular price-line advertising
audience - ad message itself - communications media - and the product concept
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
Negatively originated (informational) motives
12. 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'
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
Frequency
Reach
Rating
13. Three Common Trade-Oriented Sales Promotions (Trade Promotions)
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14. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
kickers - boldface and italics
International Media
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
Cooperative Advertising
15. Joining together in a consistent manner everything that communicates with customers
1. Continuous (Steady) Schedule 2. Flighting (Intermittent) Schedule 3. Pulse (Burst) Schedule
Integrated Marketing Communications
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
the more audience attention
16. Ads on the interior and exterior of busses - subways - and taxis.
Transit Advertising
Full-Service Agency
audience - ad message itself - communications media - and the product concept
Negatively originated (informational) motives
17. The number of different people or households exposed to an ad.
Lead in paragraphs - interior paragraphs - trial close - and close
Reach
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Direct Mail Advertising
18. Simply the percentage of homes exposed to an advertising media
Allowances and Discounts
Rating
Pulse (Burst) Schedule
Continuity
19. 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)
Direct Mail Advertising
Sales Tests
Classified Advertising
Attitudes
20. Changing behavior by inducing anxiety
Cooperative
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
creating a picture of the concept they want to convey
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
21. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
audience - ad message itself - communications media - and the product concept
Purchase Frequency
Sales Tests
Brand loyalty
22. The theoretical core of marketing - any transaction in which one person or organization trades something of value with someone else
funny ads - but not always for the right reasons
Publicity Tools
Exchange
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)
23. The greater size of an ad illustration...
the more audience attention
Place-Based Media
Media class
Gross Ratings Points (GRPs)
24. Transform consumption experience
Transit Advertising
STP Marketing (Segmenting - Targeting - Positioning)
Theater Tests
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
25. The manufacturer provides the complete ads & shares the cost of the advertising time or space
Vertical cooperative advertising
Sounds that are familiar
Competitive
Attitudes
26. 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.
International Media
Media class
Perception
Deals
27. What kinds of ads resonate more?
Point-of-Purchase Displays
Comparative
Ones with fewer words
1) Informational-problem avoidance or removal 2) Transformational-use positive reinforcement through reward 3) 'boom factor'-gets your attention now
28. Assists in determining market segments - helps creatives understand the audience - makes 'go or no go' decisions and is used to evaluate agency performance
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. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
audience - ad message itself - communications media - and the product concept
Ad research
29. Gross rating points =
Sales Tests
Reachxfrequency
Classified 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
30. What kind of ads are most often remembered?
Competitive
Merchandise Allowance
funny ads - but not always for the right reasons
creating a picture of the concept they want to convey
31. Offers the return of money based on proof of purchase.
Forgetting Rate
Rebates
Continuous (Steady) Schedule
1. Aided Recall 2. Unaided Recall 3. Attitude Tests 4. Inquiry Tests 5. Sales Tests
32. Forms of Product Advertising
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Direct Mail Advertising
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Marketing research
33. Merchandise offered free or at a significant discount.
CPM
Integrated Marketing Communications
Premiums
In-House Agencies
34. Offering the product free or at a greatly reduced price.
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
Trade-Oriented Sales Promotions (Trade Promotions)
Samples
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
35. Tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
Media vehicle
Loyalty Programs
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Competitive Institutional
36. What are the principles of design?
Cost per Thousand (CPM)
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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
37. Placing items on sale and offering two-for-one specials of other deals
Sales Advertising
Rebates
Regular price-line advertising
the more audience attention
38. 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
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
Aided Recall
Publicity Tools
Reach
39. Companies that do ________ are local firms - but most of their revenue comes from national advertisers such as liquor & airline companies
Media vehicle
Outdoor Advertising (Billboard)
Flighting (Intermittent) Schedule
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
40. Information gathered about a particular market or market segment
cognitive dissonance
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Gross Ratings Points (GRPs)
Market research
41. Types of Publicity Tools
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Comparative
Message development - You must create a message that gets into the minds of the consumer and target audience
Contests
42. 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.
Inquiry Tests
Case Allowance
Attitudes
Digital Interactive Media
43. Types of Advertisements
Sweepstakes
Classified Advertising
1. Product Advertisements 2. Institutional Advertisements
Competitive
44. What are the standard subjects for ad visuals?
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) 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
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Rich Media
45. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Sounds that are familiar
Brand loyalty
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
Publicity Tools
46. Types of audience resonance
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47. After being shown an ad - respondents are asked whether their previous exposure to it was though reading - viewing - or listening.
1. News Release 2. News Conference 3. Public Service Announcements (PSAs)
Opinion leaders
Deals
Aided Recall
48. 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
Perception
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
Unaided Recall
Clearance advertising (a special form of sale advertising)
49. Refers to any commercially published - printed medium such as newspapers & magazines that sells advertising space to a variety of advertisers
Print Media
Coupons
Samples
Negatively originated (informational) motives
50. Informs consumers about services or merchandise offered at regular prices
Digital Interactive Media
Attitude Tests
Regular price-line advertising
Outdoor Advertising (Billboard)