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Test your basic knowledge |
Advertising Basics
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. Omnicom $9.7 billion WPP $9.4 Interpublic (IPG) 6.2 Publicists 4.8 Dentsu (Japan) 2.9 Havas (France) 1.9
FCB Grid
Top Six Mega-Agency Groups
Marketing Services
4 C's
2. Revenue: 11 million Types: General and Specialized - Business and Trade. (advertising and editorial overlap)
Mege-Agency Groups
Magazines
Television
Challenges Facing Advertisers
3. Planned series of ads
IMC
Ad Campaigns
Ratings
Mege-Agency Groups
4. Using PR to influence word of mouth and back up the brand for the consumer. Build a reputation for the brand
Radio
Marketing/Advertising
PR/word of mouth
AIDA
5. Food and Drug Administraiton: federal agency established to regulate the release of new foods and health-realted products.
First Position
Future of Advertising
Account Management
FDA
6. Return on Investment - evaluates the efficiency of an investment or to compare the efficiency of a number of different investments. Return of an investment divided by cost of and result=ratio or percent
ROI
Reach
Media planning v. Media Buying
Media Saturation
7. Google - performance based - page location based on keyword auction.
Diffusion of Innovation
Magazines
Search Engine Marketing
Creative Dept.
8. The category that didn't exist before and then positions the new product as best in that category
Mobile Marketing
Television
Ethics and regulation
New Position
9. Trade and Consumer short term increases in sales Two incentive strategies: Less price discount - more value.
Diffusion of Innovation
Frequency
Sales Promotion
'Buying time'
10. Revenue: 7.5 billion. 2nd fastest growing. Bulletins - kiosks - billboards - used to maintain existing brands
FTC
Pull Advertising
Ad Campaigns
Outdoor advertising
11. Evolved from hard-sell. First - Against - Niche - and New Positions
Social Marketing
Ethics and regulation
Positioning
FCB Grid
12. In most consumers there is #1
First Position
Price
IMC
Direct Marketing
13. How the organization plans to compete in the marketplace advertising is not a strategy - research provides insight into target audience
Corporate PR
Ad Campaigns
Strategy
Radio
14. Direct marketing - sales - events - merchandising - PR - publicity sales and retail relations - IMC
Marketing Services
Product Placement
Promotion
Diffusion of Innovation
15. Support sales efforts - encourages 3rd party effort
Pull Advertising
Sales Promotion
Roles in Ad Agency
Marketing PR
16. Create ads
Price
Strategy
Clutter
Creative Dept.
17. Trade and Consumer short term increases in sales Two incentive strategies: Less price discount - more value.
Sales Promotion
Qualitative Research
PR/word of mouth
FDA
18. Food and Drug Administraiton: federal agency established to regulate the release of new foods and health-realted products.
People
Advertising to Children
FDA
Judge
19. 'Buy Beware' can't believe everything you hear about a product.
Ads to Sales Ratio
Marketing Services
4 C's
Caveat Emptor
20. Promotional activities other than advertising - Marketing Communications - growth areas for advertising films - offers new ways of marketing brands to manufacturers.
First Position
Explorer
Marketing Services
Reach
21. Less push - more pull. More creativity - increase media consumption - choices - places - personal communication - cost - individual messages. More regulation less ethical behavior - larger agencies.
Future of Advertising
Qualitative Research
US Children's Act
Branding
22. Create ads
Top Six Mega-Agency Groups
CPM
Creative Dept.
Word of Mouth advertising
23. Elements that carry out the strategy: Ads - PR - etc.
Advertising Budgets
FDA
Corporate PR
Tactics
24. The percentage of the audience that has the opportunity to see or hear the ad at least once.
New Position
Ethics and regulation
Reach
Ratings
25. Creative - Account - Media - and Research
FCC
Trade Promotions
CPM
Advrt. Agency Jobs
26. Take the idea to battle. Implement the idea.
Warrior
Push Advertising
Strategy
Against Position
27. Actions - decisions - interest - and attention
AIDA
FTC
Price
Against Position
28. Management functions such as: employee communication - investments - crisis management
Media
Corporate PR
Reach
ROI
29. Take the idea to battle. Implement the idea.
Branding
Artist
Word of Mouth advertising
Warrior
30. Sell a better product
Product Placement
Product
Diffusion of Innovation
Social Marketing
31. Innovative product spreads (diffuses) thorugh a market not in one straight course - but in successive waves (people differ in readiness to adopt a new product)
US Children's Act
Push Advertising
Diffusion of Innovation
Outdoor advertising
32. New ideas (innovations) flow through society on a predictable path 'S curve'
Diffusion of Innovation
Magazines
Clutter
Roles in Ad Agency
33. Consumer - Cost - Convenience - Communication
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34. Someone telling you about a product
Direct Marketing
4 C's
Word of Mouth advertising
Magazines
35. Internet - google - youtube - telephone marketing 1-800 numbers - response cards. Consumer controls communication with brands
Outdoor advertising
Artist
5 P's of Marketing
Pull Advertising
36. Corporate PR - Marking PR
Rational Choice
Co-op ads
Tactics
Public Relations
37. Put themselves against the #1 and say it is okay to be #2 - we try harder
Television
Qualitative Research
Frequency
Against Position
38. Federal Trade Commission: maintains fair and free competition - enforces federal antitrust laws - educates the public about identity theft
Reach
Ethics and regulation
Price
FTC
39. Account management - creative - media planning - media buying.
Social Marketing
PR/word of mouth
Roles in Ad Agency
Magazines
40. Ethics=stability - resolve conflict - clarify values - and are changeable. Principles - Regulations: Rules and Standards.
Account Management
Ethics and regulation
Qualitative Research
Top Six Mega-Agency Groups
41. Look for drawbacks. Ultimately you make the decision.
Judge
Creative Dept.
Future of Advertising
Branding
42. Costs and benefits are in the mind of the message recipient - make sure that campaigns make sure the recipient is aware of the costs and communicates the benefits
Television
Future of Advertising
Rational Choice
Co-op ads
43. Find the 'raw materials' facts - concepts etc.
Artist
Explorer
FTC
Account Management
44. Return on Investment - evaluates the efficiency of an investment or to compare the efficiency of a number of different investments. Return of an investment divided by cost of and result=ratio or percent
Clutter
Tactics
ROI
Advertising to Children
45. Marketing gets the product out there - advertising promotes it.
Warrior
Marketing/Advertising
FCB Grid
Mege-Agency Groups
46. Margin: difference between selling price and the seller's cost of goods.
Co-op ads
Judge
Warrior
Price
47. Find the 'raw materials' facts - concepts etc.
Outdoor Advertising
Explorer
Word of Mouth advertising
Creative Dept.
48. Planned series of ads
Ad Campaigns
Ratings
Frequency
US Children's Act
49. Geographically targeted - can be demographically targeted - works for quick easily-promoted messages. Used to maintain brands - billboards.
Marketing PR
Roles of Creative Processes
Outdoor Advertising
Marketing Services Outlook
50. Resume - creativity - internships - stand out.
US Children's Act
US Children's Act
Ratings
Entry-Level Jobs