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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. Look for drawbacks. Ultimately you make the decision.
Judge
Niche Position
Advertising Budgets
Reach
2. Manufacturer pays for ads
Niche Position
Co-op ads
Tactics
FCB Grid
3. Follow intuition - rearrange - ask what-if questions and look for hidden analogies
Artist
Search Engine Marketing
5 P's of Marketing
Creative Dept.
4. How the organization plans to compete in the marketplace advertising is not a strategy - research provides insight into target audience
Challenges Facing Advertisers
Ethics and regulation
Pull Advertising
Strategy
5. Actions - decisions - interest - and attention
Product Placement
AIDA
Pull Advertising
Challenges Facing Advertisers
6. Using PR to influence word of mouth and back up the brand for the consumer. Build a reputation for the brand
Ad Campaigns
PR/word of mouth
Frequency
Judge
7. Children learn how to consumer - gener roles - and experience the difference between mediated messages and personal experience
Explorer
Marketing/Advertising
Advertising to Children
Niche Position
8. Use ratings for programming (the product appear with the star) recall studies - buzz metrics - academic research
Push Advertising
Trade Promotions
Product Placement
Diffusion of Innovation
9. How much is the other company spending
Competitive Analysis
Qualitative Research
Co-op ads
Television
10. 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
Diffusion of Innovation
ROI
US Children's Act
First Position
11. Name - symbol - or design to identify a product or service. First used to differentiate between other goods that were left at the ship yard.
Marketing Services Outlook
Branding
Positioning
Product Placement
12. Explorer - Artist - Judge - Warrior
Media planning v. Media Buying
Search Engine Marketing
Ad Campaigns
Roles of Creative Processes
13. Using PR to influence word of mouth and back up the brand for the consumer. Build a reputation for the brand
Diffusion of Innovation
PR/word of mouth
'Buying time'
Product Placement
14. Constant bombardment of media - whether it's TV - magazine - or radio ads and people are being overloaded with messages.
Pull Advertising
4 C's
Competitive Analysis
Media Saturation
15. Internet - google - youtube - telephone marketing 1-800 numbers - response cards. Consumer controls communication with brands
Event Marketing
ROI
Pull Advertising
Price
16. Evolved from hard-sell. First - Against - Niche - and New Positions
ROI
FCC
Judge
Positioning
17. Follow intuition - rearrange - ask what-if questions and look for hidden analogies
Artist
Product Placement
Reach
Product
18. Uses ELM model to break ads into thinking vs. feeling - high involvement vs. low.
Quantitative Research
FCB Grid
Historical Budgeting
Judge
19. Omnicom $9.7 billion WPP $9.4 Interpublic (IPG) 6.2 Publicists 4.8 Dentsu (Japan) 2.9 Havas (France) 1.9
Qualitative Research
Newspapers
Diffusion of Innovation
Top Six Mega-Agency Groups
20. The percentage of the audience that has the opportunity to see or hear the ad at least once.
Television
Account Management
Roles in Ad Agency
Reach
21. Planned series of ads
Trade Promotions
Account Management
Ad Campaigns
Marketing PR
22. Elements that carry out the strategy: Ads - PR - etc.
Tactics
Ads to Sales Ratio
Corporate PR
AIDA
23. Google - performance based - page location based on keyword auction.
Branding
Marketing/Advertising
Search Engine Marketing
Trade Promotions
24. Find the 'raw materials' facts - concepts etc.
Against Position
4 C's
Explorer
Mege-Agency Groups
25. The category that didn't exist before and then positions the new product as best in that category
Judge
New Position
Reach
Tactics
26. 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
Direct Marketing
Rational Choice
Caveat Emptor
Advrt. Agency Jobs
27. What have we spent on in the past
Explorer
Marketing Services
Historical Budgeting
4 C's
28. Evolved from hard-sell. First - Against - Niche - and New Positions
5 P's of Marketing
Future of Advertising
Positioning
Outdoor advertising
29. Account management - creative - media planning - media buying.
Rational Choice
Roles in Ad Agency
Advertising to Children
Mege-Agency Groups
30. Manufacturer pays for ads
Television
Co-op ads
Artist
Creative Dept.
31. 'Buy Beware' can't believe everything you hear about a product.
Direct Marketing
Clutter
Caveat Emptor
AIDA
32. Direct marketing - sales - events - merchandising - PR - publicity sales and retail relations - IMC
US Children's Act
Promotion
ROI
New Position
33. Promotional activities other than advertising - Marketing Communications - growth areas for advertising films - offers new ways of marketing brands to manufacturers.
'Buying time'
Co-op ads
Marketing Services
New Position
34. Omnicom $9.7 billion WPP $9.4 Interpublic (IPG) 6.2 Publicists 4.8 Dentsu (Japan) 2.9 Havas (France) 1.9
Top Six Mega-Agency Groups
'Buying time'
Marketing PR
Advertising to Children
35. Promotes the brand along one dimension of superiority (all-temperature Cheer)
Niche Position
Caveat Emptor
Co-op ads
Ratings
36. The category that didn't exist before and then positions the new product as best in that category
Marketing Services Outlook
Diffusion of Innovation
Tactics
New Position
37. Food and Drug Administraiton: federal agency established to regulate the release of new foods and health-realted products.
Branding
FCB Grid
FDA
Top Six Mega-Agency Groups
38. Types: National broadcast - National Cable - Syndication - Local - High reach medium - measured by Nielsen's
Branding
Media Saturation
Television
Search Engine Marketing
39. The percentage of the audience that has the opportunity to see or hear the ad at least once.
New Position
Diffusion of Innovation
Reach
First Position
40. Less push - more pull. More creativity - increase media consumption - choices - places - personal communication - cost - individual messages. More regulation less ethical behavior - larger agencies.
Co-op ads
Future of Advertising
Warrior
Reach
41. Sell a better product
Reach
'Buying time'
Product
Future of Advertising
42. SEeing how popular a show is - so that advertisers can choose which ones to advertise during.
Diffusion of Innovation
Ratings
Diffusion of Innovation
Event Marketing
43. Focus groups - interviews - small samples quick turn around (can't be projected to a larger population)
Qualitative Research
Mege-Agency Groups
Search Engine Marketing
FCC
44. Corporate PR - Marking PR
Public Relations
Pull Advertising
Marketing PR
Judge
45. Management functions such as: employee communication - investments - crisis management
Advertising Budgets
Diffusion of Innovation
Price
Corporate PR
46. Revenue: $15 million locally - $5 million nationally. Type: Local - reach - frequency - and background medium. Measured in Arbitrons
Against Position
Diffusion of Innovation
US Children's Act
Radio
47. Ethics=stability - resolve conflict - clarify values - and are changeable. Principles - Regulations: Rules and Standards.
Reach
Radio
Push Advertising
Ethics and regulation
48. Marketing gets the product out there - advertising promotes it.
Judge
Mobile Marketing
Marketing/Advertising
FTC
49. 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
Rational Choice
Niche Position
FCB Grid
Direct Marketing
50. What have we spent on in the past
Price
Roles of Creative Processes
Media Saturation
Historical Budgeting