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Advertising
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Study First
Subject
:
business-skills
Instructions:
Answer 50 questions in 15 minutes.
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study here
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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. Ads that state the position of a company on an issue.
Cooperative Advertising
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
CPM-TM
Advocacy
2. Advertising used to reinforce previous knowledge of a product.
Reminder
Forgetting Rate
1. Sex Appeals 2. Fear Appeals 3. Humorous Appeals
Competitive Institutional
3. Placing items on sale and offering two-for-one specials of other deals
Ad research
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
Sales Advertising
Competitive
4. Stages of ad development
thumbnails - roughs - dummies - comprehensives (elaborate draft)
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Product Advertising
Transit Advertising
5. What does the layout of an ad consist of?
Competitive
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
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
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
6. 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.
Lead in paragraphs - interior paragraphs - trial close - and close
Sweepstakes
Media vehicle
Classified Advertising
7. Merchandise offered free or at a significant discount.
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
Reminder
Premiums
Point-of-Purchase Displays
8. Forms of Institutional Advertisements
1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
Foreign Media
CPM-TM
Coupons
9. What are the positives to newspapers as a form of mass 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
Reminder
Participants in the marketing process
Print Media
10. What are the standard subjects for ad visuals?
Pioneering
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
Clearance advertising (a special form of sale advertising)
1. Product Advertisements 2. Institutional Advertisements
11. Encouraging both better quality and greater quantity in the local advertising efforts of resellers.
Cooperative Advertising
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Purchase Frequency
Product Placement
12. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand.
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
Sales Advertising
Flighting (Intermittent) Schedule
Local Advertisers
13. Affective Association
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14. Is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity
Foreign Media
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Opinion leaders
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
15. Particular magazines - shows - Ex. National Geographic is the vehicle - the magazine is the class
Pioneering
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Media vehicle
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
16. Sales promotions that offer a discounted price to the consumer - which encourage trial.
Print Media
Coupons
audience - ad message itself - communications media - and the product concept
Allowances and Discounts
17. 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
Putting advertising directly into your medium. Facebook and twitter turn regular content into ads
creating a picture of the concept they want to convey
Vertical cooperative advertising
18. Sales tools directed at ultimate consumers that support a company's advertising and personal selling.
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)
Consumer-Oriented Sales Promotions (Consumer Promotions)
Samples
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
19. Information gathered about a particular market or market segment
Outdoor Advertising (Billboard)
1. Product Advertisements 2. Institutional Advertisements
creating a picture of the concept they want to convey
Market research
20. The use of a brand-name product in a movie - TV show - video - or commercial for another product.
Rating
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
Product Placement
Premiums
21. The more frequently a product is purchased - the less repetition is required.
Place-Based Media
Local Advertisers
Purchase Frequency
Regular price-line advertising
22. Negative Motives: problem removal or avoidance. Positive Motives: benefit - bonus - or reward.
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23. 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
International Media
Institutional Advertising
Reach
Functions of Marketing research
24. A marketing strategy employed when advertisers focus their efforts on one subgroup pf a product's total market
Reminder Institutional
Functions of Marketing research
STP Marketing (Segmenting - Targeting - Positioning)
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
25. Types of Advertisements
Media vehicle
1. Product Advertisements 2. Institutional Advertisements
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
26. 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
Exchange
Negatively originated (informational) motives
kickers - boldface and italics
Cooperative Advertising
27. 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
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
Rating
Functions of Marketing research
28. Made up of the company's own advertising staff. They may provide full services or limited services.
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
Product Advertising
Case Allowance
In-House Agencies
29. Situate the brand socially
Institutional Advertisements
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
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Flighting (Intermittent) Schedule
30. Ads on the interior and exterior of busses - subways - and taxis.
Purposes of Marketing research
Transit Advertising (Bus - taxi - and subway advertising)
Product Advertisements
Transit Advertising
31. Consumer needs - product development - assess effectiveness - financial planning and quality control
Reminder
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
Frequency
Functions of Marketing research
32. Ads placed in locations that attract a specific target audience - such as airports - doctors offices - health clubs - theaters - etc.
Transit Advertising
Benefit headlines - news/information headlines - provocative headlines - question headlines - command headlines
Inquiry Tests
Place-Based Media
33. Methods of obtaining non-personal presentation of an organization - good - or service without direct costs.
Institutional Advertisements
Case Allowance
Pulse (Burst) Schedule
Publicity Tools
34. The speed which buyers forget the brand if advertising is not seen.
Forgetting Rate
Sweepstakes
Outdoor Advertising (Billboard)
funny ads - but not always for the right reasons
35. 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
Segmenting
thumbnails - roughs - dummies - comprehensives (elaborate draft)
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
36. The average number of times a person in the target audience is exposed to an ad.
Frequency
Pioneering Institutional
Full-Service Agency
1. Buyer Turnover 2. Purchase Frequency 3. Forgetting Rate
37. Questions such as "What ads do you remember watching yesterday?" is asked of respondents without any prompting to determine whether they saw or heard advertising messages.
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
Method: image ad - most apparent and most associated with characteristics of the brand - little information given - relies on image alone - very important
Unaided Recall
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
38. What are the function of headlines?
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
Utility
Transit Advertising (Bus - taxi - and subway advertising)
1. Allowances and Discounts 2. Cooperative Advertising 3. Training of Distributors' Sales-Forces
39. Types of audience resonance
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40. 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)
Marketing research
Classified Advertising
Market research
Functional needs
41. What are the kinds of copy you can have in an ad?
BDI (Brand development index)
Rich Media
Institutional Advertisements
straight sell copy - institutional copy - narrative copy - dialogue/monologue copy - picture/caption copy - device copy
42. Reach (% of total market) x Frequency
Digital Interactive Media
Gross Ratings Points (GRPs)
visuals - headlines - subheads - body copy - slogan - seal - logo - signature
Finance Allowance
43. To build the manufacturer's brand image and to help its distributors - dealers - or retailers make more sales
Reach
kickers - boldface and italics
1. Building Long-Term Relationships with Promotion 2. Self-Regulation
Cooperative
44. Is the consumers conscious or unconscious decision - expressed through intention or behavior - to repurchase a brand continually
Brand loyalty
Loyalty Programs
Deals
Point-of-Purchase Displays
45. Studies such as controlled experiments and consumer purchase tests.
Sales Tests
Bursting - roadblocking - blinking - Pulsing (combining roadblocking and blinking) - Flighting (seasonal advertising) - Continuity (advertising all the time)
International Media
Utility
46. Simply the percentage of homes exposed to an advertising media
Frequency
Rating
1. Merchandise Allowance 2. Case Allowance 3. Finance Allowance
Premiums
47. 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
Horizontal cooperative advertising
Case Allowance
Limited-Service Agency
Place-Based Media
48. 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
Trade-Oriented Sales Promotions (Trade Promotions)
Habits
Coupons
Positively originated (transformational) motives
49. Ads that simply bring the company's name to the attention of its target market again.
Sounds that are familiar
1. Pioneering (or Informational) 2. Competitive (or Persuasive) 3. Reminder
Reminder Institutional
Opinion leaders
50. The local media of each country - for large campaigns targeted to consumers or businesses within a single country
bleed pages - inserts - covers - front - inside front - inside back - and outside back
1. Full-Service Agency 2. Limited-Service Agency 3. In-House Agency
Foreign Media
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
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