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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. Focus groups - interviews - small samples quick turn around (can't be projected to a larger population)
First Position
Qualitative Research
Advrt. Agency Jobs
Roles of Creative Processes
2. Revenue: 11 million Types: General and Specialized - Business and Trade. (advertising and editorial overlap)
Quantitative Research
Caveat Emptor
Magazines
Radio
3. Trade and Consumer short term increases in sales Two incentive strategies: Less price discount - more value.
Reach
Direct Marketing
Judge
Sales Promotion
4. Ethics=stability - resolve conflict - clarify values - and are changeable. Principles - Regulations: Rules and Standards.
Branding
Ethics and regulation
Outdoor Advertising
Push Advertising
5. Integrated Marketing Communication. Practice of unifying all marketing communications to convey the company's objectives and goals to all contacts through communication tools.
IMC
Competitive Analysis
Marketing Services
Advrt. Agency Jobs
6. Management functions such as: employee communication - investments - crisis management
4 C's
Event Marketing
Corporate PR
Challenges Facing Advertisers
7. Omnicom $9.7 billion WPP $9.4 Interpublic (IPG) 6.2 Publicists 4.8 Dentsu (Japan) 2.9 Havas (France) 1.9
Advertising to Children
IMC
Competitive Analysis
Top Six Mega-Agency Groups
8. Multi-national accounts - holding companies that have specialized niche agencies - in-house agencies - and agency service suppliers
Mege-Agency Groups
IMC
Artist
Top Six Mega-Agency Groups
9. Food and Drug Administraiton: federal agency established to regulate the release of new foods and health-realted products.
Ads to Sales Ratio
Outdoor Advertising
FDA
Roles in Ad Agency
10. Elements that carry out the strategy: Ads - PR - etc.
4 C's
Advrt. Agency Jobs
Tactics
Marketing PR
11. Someone telling you about a product
Roles of Creative Processes
Word of Mouth advertising
Trade Promotions
Media planning v. Media Buying
12. Manufacturer pays for ads
Co-op ads
Product Placement
New Position
Roles of Creative Processes
13. Sell a better product
People
Product
Against Position
Tactics
14. 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)
Corporate PR
Media Saturation
Diffusion of Innovation
Search Engine Marketing
15. Explorer - Artist - Judge - Warrior
IMC
Roles in Ad Agency
Roles of Creative Processes
ROI
16. Consumer Paid Media. Cost per thousand
Mobile Marketing
Mege-Agency Groups
CPM
Top Six Mega-Agency Groups
17. Margin: difference between selling price and the seller's cost of goods.
Top Six Mega-Agency Groups
Event Marketing
Price
FTC
18. Look for drawbacks. Ultimately you make the decision.
Event Marketing
Judge
Against Position
Marketing Services
19. Revenue: 11 million Types: General and Specialized - Business and Trade. (advertising and editorial overlap)
Caveat Emptor
Sales Promotion
Account Management
Magazines
20. 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
Direct Marketing
Advrt. Agency Jobs
ROI
Niche Position
21. Look for drawbacks. Ultimately you make the decision.
Advrt. Agency Jobs
Ads to Sales Ratio
Television
Judge
22. Direct marketing - sales - events - merchandising - PR - publicity sales and retail relations - IMC
Promotion
5 P's of Marketing
First Position
Top Six Mega-Agency Groups
23. Evolved from hard-sell. First - Against - Niche - and New Positions
People
Positioning
Judge
Competitive Analysis
24. SEeing how popular a show is - so that advertisers can choose which ones to advertise during.
Product
Ads to Sales Ratio
Media planning v. Media Buying
Ratings
25. Revenue: $15 million locally - $5 million nationally. Type: Local - reach - frequency - and background medium. Measured in Arbitrons
Tactics
Creative Dept.
Niche Position
Radio
26. In most consumers there is #1
First Position
Tactics
Product Placement
Corporate PR
27. Resume - creativity - internships - stand out.
Roles in Ad Agency
Entry-Level Jobs
Trade Promotions
Co-op ads
28. Corporate PR - Marking PR
Newspapers
Advrt. Agency Jobs
Judge
Public Relations
29. Charities - and gain sponsors for events so that they cost less and your product can be promoted.
Event Marketing
Radio
Quantitative Research
Co-op ads
30. Using PR to influence word of mouth and back up the brand for the consumer. Build a reputation for the brand
FDA
PR/word of mouth
Ads to Sales Ratio
Event Marketing
31. Using PR to influence word of mouth and back up the brand for the consumer. Build a reputation for the brand
Clutter
PR/word of mouth
Mege-Agency Groups
Price
32. Actions - decisions - interest - and attention
Newspapers
Strategy
AIDA
Clutter
33. Google - performance based - page location based on keyword auction.
Word of Mouth advertising
Search Engine Marketing
ROI
Advertising Budgets
34. New ideas (innovations) flow through society on a predictable path 'S curve'
IMC
Diffusion of Innovation
Co-op ads
People
35. 'Buy Beware' can't believe everything you hear about a product.
Advertising Budgets
5 P's of Marketing
Trade Promotions
Caveat Emptor
36. Google - performance based - page location based on keyword auction.
Co-op ads
Advertising Budgets
US Children's Act
Search Engine Marketing
37. Create ads
Caveat Emptor
Mege-Agency Groups
Creative Dept.
ROI
38. Facebook - advertisers track what has been viewed - and what interests are - and can show ads that pertain to you.
Social Marketing
Diffusion of Innovation
Rational Choice
Strategy
39. Find the 'raw materials' facts - concepts etc.
Ratings
Advertising Budgets
Reach
Explorer
40. Internet - google - youtube - telephone marketing 1-800 numbers - response cards. Consumer controls communication with brands
Pull Advertising
Event Marketing
Sales Promotion
FTC
41. 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
FDA
US Children's Act
Magazines
42. The category that didn't exist before and then positions the new product as best in that category
Direct Marketing
Sales Promotion
5 P's of Marketing
New Position
43. Reach: 60 million worldwide Revenue: 45 Million - Types: Local Display Ads - National Ads - Legal Ads - Classified Ads - Pre-prints - Coupon Ads.
Newspapers
Price
AIDA
Pull Advertising
44. Food and Drug Administraiton: federal agency established to regulate the release of new foods and health-realted products.
Account Management
FDA
Push Advertising
Marketing Services Outlook
45. Merchandise featured in a variety of media - direct mail - print - tv - radio - email etc. DIRECT
Strategy
Marketing Services
Strategy
Direct Marketing
46. Use ratings for programming (the product appear with the star) recall studies - buzz metrics - academic research
Event Marketing
Advrt. Agency Jobs
Magazines
Product Placement
47. The average number of times an individual is exposed to a message
Ad Campaigns
Frequency
Mobile Marketing
New Position
48. Support sales efforts - encourages 3rd party effort
Advertising to Children
Tactics
Marketing PR
Sales Promotion
49. Marketing through cellular phone
Clutter
Marketing PR
Public Relations
Mobile Marketing
50. The average number of times an individual is exposed to a message
Frequency
Top Six Mega-Agency Groups
Marketing/Advertising
Search Engine Marketing