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Test your basic knowledge |
Advertising Basics
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Study First
Subject
:
business-skills
Instructions:
Answer 50 questions in 15 minutes.
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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. Internet - google - youtube - telephone marketing 1-800 numbers - response cards. Consumer controls communication with brands
Entry-Level Jobs
Public Relations
Account Management
Pull Advertising
2. Television - radio - outdoor advertising - newspapers - magazines. Advertiser controls exposure to ad
Push Advertising
Future of Advertising
Ethics and regulation
Ratings
3. 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
New Position
4 C's
ROI
Search Engine Marketing
4. Facebook - advertisers track what has been viewed - and what interests are - and can show ads that pertain to you.
Social Marketing
Caveat Emptor
FCB Grid
Event Marketing
5. Numerical based on random sample of target market (can be projected to a larger population)
Quantitative Research
Social Marketing
Roles in Ad Agency
Event Marketing
6. Marketing through cellular phone
Marketing Services
Mobile Marketing
Tactics
Judge
7. Trade and Consumer short term increases in sales Two incentive strategies: Less price discount - more value.
Mege-Agency Groups
Sales Promotion
Quantitative Research
Caveat Emptor
8. The category that didn't exist before and then positions the new product as best in that category
Clutter
New Position
Newspapers
Corporate PR
9. Find the 'raw materials' facts - concepts etc.
Explorer
Niche Position
Reach
Direct Marketing
10. Constant bombardment of media - whether it's TV - magazine - or radio ads and people are being overloaded with messages.
Ratings
ROI
4 C's
Media Saturation
11. Media Efficiency - Category Maturity - Consumer Message Overload
Frequency
Pull Advertising
Challenges Facing Advertisers
Price
12. Management functions such as: employee communication - investments - crisis management
Competitive Analysis
Corporate PR
Diffusion of Innovation
AIDA
13. In most consumers there is #1
Entry-Level Jobs
Rational Choice
Price
First Position
14. The percentage of the audience that has the opportunity to see or hear the ad at least once.
Warrior
Direct Marketing
Ethics and regulation
Reach
15. Promotes the brand along one dimension of superiority (all-temperature Cheer)
Niche Position
People
AIDA
Price
16. Consumer Paid Media. Cost per thousand
Advertising Budgets
Tactics
Mobile Marketing
CPM
17. A percentage of sales
Trade Promotions
'Buying time'
Pull Advertising
Ads to Sales Ratio
18. The category that didn't exist before and then positions the new product as best in that category
New Position
'Buying time'
Pull Advertising
Television
19. Make product more valuable for the dealer - share in advertising costs.
Product
Trade Promotions
Advertising Budgets
Media
20. Omnicom $9.7 billion WPP $9.4 Interpublic (IPG) 6.2 Publicists 4.8 Dentsu (Japan) 2.9 Havas (France) 1.9
Push Advertising
4 C's
Top Six Mega-Agency Groups
Caveat Emptor
21. Create ads
Creative Dept.
Artist
FCB Grid
Niche Position
22. Take the idea to battle. Implement the idea.
Push Advertising
Rational Choice
Warrior
Promotion
23. Sales analysis - market research - consumer insight - and account planning
Quantitative Research
People
Event Marketing
Radio
24. The average number of times an individual is exposed to a message
Frequency
Creative Dept.
Artist
Marketing Services
25. Name - symbol - or design to identify a product or service. First used to differentiate between other goods that were left at the ship yard.
4 C's
Branding
Mobile Marketing
Creative Dept.
26. Margin: difference between selling price and the seller's cost of goods.
Event Marketing
Product Placement
Advrt. Agency Jobs
Price
27. Sales analysis - market research - consumer insight - and account planning
People
Push Advertising
Quantitative Research
Television
28. Creative - Account - Media - and Research
First Position
Advrt. Agency Jobs
Ratings
Artist
29. Promotes the brand along one dimension of superiority (all-temperature Cheer)
Outdoor advertising
People
Niche Position
Positioning
30. Media Planning is the task of a media agency and entails finding the most appropriate media products for a brand - Media buying is a sub function of advertising - and procures the best possible placement and price of media real-estate.
4 C's
Explorer
Marketing/Advertising
Media planning v. Media Buying
31. Limits amount of data on childrens TV shows. Outlaws 'host selling'. Sugary cereals=new cigarettes.
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32. 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
Ratings
Media planning v. Media Buying
Mege-Agency Groups
33. Less push - more pull. More creativity - increase media consumption - choices - places - personal communication - cost - individual messages. More regulation less ethical behavior - larger agencies.
Pull Advertising
Future of Advertising
Media planning v. Media Buying
FCB Grid
34. Follow intuition - rearrange - ask what-if questions and look for hidden analogies
Artist
Challenges Facing Advertisers
ROI
Advrt. Agency Jobs
35. Media Efficiency - Category Maturity - Consumer Message Overload
Top Six Mega-Agency Groups
Challenges Facing Advertisers
AIDA
Advertising to Children
36. Use ratings for programming (the product appear with the star) recall studies - buzz metrics - academic research
4 C's
Product Placement
Outdoor advertising
Magazines
37. Multi-national accounts - holding companies that have specialized niche agencies - in-house agencies - and agency service suppliers
Mege-Agency Groups
FCB Grid
FDA
Sales Promotion
38. Explorer - Artist - Judge - Warrior
Roles of Creative Processes
Quantitative Research
People
First Position
39. Uses ELM model to break ads into thinking vs. feeling - high involvement vs. low.
FCB Grid
PR/word of mouth
Top Six Mega-Agency Groups
Against Position
40. Actions - decisions - interest - and attention
Strategy
Media Saturation
Caveat Emptor
AIDA
41. Resume - creativity - internships - stand out.
FCB Grid
Product Placement
Advrt. Agency Jobs
Entry-Level Jobs
42. Put themselves against the #1 and say it is okay to be #2 - we try harder
Against Position
Advrt. Agency Jobs
Event Marketing
Clutter
43. Management functions such as: employee communication - investments - crisis management
Radio
Warrior
Corporate PR
Artist
44. Ethics=stability - resolve conflict - clarify values - and are changeable. Principles - Regulations: Rules and Standards.
Pull Advertising
Ethics and regulation
Mobile Marketing
Roles in Ad Agency
45. Support sales efforts - encourages 3rd party effort
Positioning
Marketing PR
Product
Radio
46. Sales are - bring clients in and keep them - represent consumer and client
Explorer
'Buying time'
IMC
Account Management
47. Direct marketing - sales - events - merchandising - PR - publicity sales and retail relations - IMC
FDA
Promotion
Niche Position
Entry-Level Jobs
48. Federal Trade Commission: maintains fair and free competition - enforces federal antitrust laws - educates the public about identity theft
FTC
FCB Grid
Media planning v. Media Buying
Judge
49. Google - performance based - page location based on keyword auction.
Roles of Creative Processes
Newspapers
Ad Campaigns
Search Engine Marketing
50. Charities - and gain sponsors for events so that they cost less and your product can be promoted.
Event Marketing
Artist
Historical Budgeting
Outdoor Advertising
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