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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. Multi-national accounts - holding companies that have specialized niche agencies - in-house agencies - and agency service suppliers
Creative Dept.
Tactics
Mege-Agency Groups
Caveat Emptor
2. How the organization plans to compete in the marketplace advertising is not a strategy - research provides insight into target audience
Magazines
Frequency
CPM
Strategy
3. Media Efficiency - Category Maturity - Consumer Message Overload
Co-op ads
Marketing Services Outlook
Advertising to Children
Challenges Facing Advertisers
4. 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)
FCC
Ethics and regulation
Reach
Diffusion of Innovation
5. Someone telling you about a product
Word of Mouth advertising
Social Marketing
FCC
Challenges Facing Advertisers
6. What have we spent on in the past
Historical Budgeting
Newspapers
Reach
Sales Promotion
7. Follow intuition - rearrange - ask what-if questions and look for hidden analogies
Sales Promotion
Artist
Price
Qualitative Research
8. Limits amount of data on childrens TV shows. Outlaws 'host selling'. Sugary cereals=new cigarettes.
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9. Explorer - Artist - Judge - Warrior
Roles of Creative Processes
Public Relations
PR/word of mouth
Niche Position
10. Federal Trade Commission: maintains fair and free competition - enforces federal antitrust laws - educates the public about identity theft
Qualitative Research
FTC
Judge
Challenges Facing Advertisers
11. Take the idea to battle. Implement the idea.
CPM
FCC
Warrior
People
12. 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
Niche Position
Radio
ROI
People
13. Federal Communications Commission: regulates interstate and international communications by radio and television and wire and cable and satellite
Diffusion of Innovation
Advrt. Agency Jobs
Marketing Services Outlook
FCC
14. The average number of times an individual is exposed to a message
Trade Promotions
Newspapers
Frequency
Product
15. Uses ELM model to break ads into thinking vs. feeling - high involvement vs. low.
FCB Grid
Marketing PR
Entry-Level Jobs
Quantitative Research
16. Types: National broadcast - National Cable - Syndication - Local - High reach medium - measured by Nielsen's
Niche Position
Television
Event Marketing
Direct Marketing
17. The category that didn't exist before and then positions the new product as best in that category
New Position
FCC
Media
Marketing/Advertising
18. Sell a better product
5 P's of Marketing
Radio
Product
Roles in Ad Agency
19. Revenue: 7.5 billion. 2nd fastest growing. Bulletins - kiosks - billboards - used to maintain existing brands
FTC
5 P's of Marketing
Niche Position
Outdoor advertising
20. 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
Advertising to Children
Rational Choice
4 C's
ROI
21. Types: National broadcast - National Cable - Syndication - Local - High reach medium - measured by Nielsen's
Historical Budgeting
Television
Diffusion of Innovation
Competitive Analysis
22. Account management - creative - media planning - media buying.
People
Roles in Ad Agency
Qualitative Research
FCB Grid
23. Television - radio - outdoor advertising - newspapers - magazines. Advertiser controls exposure to ad
Marketing Services Outlook
Trade Promotions
Account Management
Push Advertising
24. The percentage of the audience that has the opportunity to see or hear the ad at least once.
Reach
FCB Grid
Strategy
Product
25. Multi-national accounts - holding companies that have specialized niche agencies - in-house agencies - and agency service suppliers
Product
5 P's of Marketing
Mege-Agency Groups
Corporate PR
26. Geographically targeted - can be demographically targeted - works for quick easily-promoted messages. Used to maintain brands - billboards.
Caveat Emptor
Ratings
IMC
Outdoor Advertising
27. Reach: 60 million worldwide Revenue: 45 Million - Types: Local Display Ads - National Ads - Legal Ads - Classified Ads - Pre-prints - Coupon Ads.
Diffusion of Innovation
Newspapers
Qualitative Research
Direct Marketing
28. Google - performance based - page location based on keyword auction.
Search Engine Marketing
Marketing Services
PR/word of mouth
New Position
29. Consumer Paid Media. Cost per thousand
CPM
Caveat Emptor
Creative Dept.
People
30. Take the idea to battle. Implement the idea.
Marketing PR
Warrior
Ads to Sales Ratio
Price
31. How the organization plans to compete in the marketplace advertising is not a strategy - research provides insight into target audience
Roles in Ad Agency
Strategy
Public Relations
Diffusion of Innovation
32. Food and Drug Administraiton: federal agency established to regulate the release of new foods and health-realted products.
Marketing/Advertising
Roles in Ad Agency
FDA
First Position
33. 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
Co-op ads
Pull Advertising
Social Marketing
34. Product - Price - Place - Promotion - and People
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35. Product - Price - Place - Promotion - and People
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36. Integrated Marketing Communication. Practice of unifying all marketing communications to convey the company's objectives and goals to all contacts through communication tools.
IMC
Roles in Ad Agency
Marketing/Advertising
Media Saturation
37. Media Efficiency - Category Maturity - Consumer Message Overload
Branding
Co-op ads
Challenges Facing Advertisers
Niche Position
38. SEeing how popular a show is - so that advertisers can choose which ones to advertise during.
PR/word of mouth
New Position
Ratings
Promotion
39. Make product more valuable for the dealer - share in advertising costs.
Against Position
Roles of Creative Processes
Trade Promotions
Judge
40. Marketing gets the product out there - advertising promotes it.
Diffusion of Innovation
Future of Advertising
Top Six Mega-Agency Groups
Marketing/Advertising
41. Google - performance based - page location based on keyword auction.
Newspapers
Search Engine Marketing
Creative Dept.
FTC
42. Tv and radio sell by the minute.
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43. Support sales efforts - encourages 3rd party effort
Marketing PR
Judge
Promotion
Newspapers
44. New ideas (innovations) flow through society on a predictable path 'S curve'
Mege-Agency Groups
Diffusion of Innovation
Against Position
Judge
45. Less push - more pull. More creativity - increase media consumption - choices - places - personal communication - cost - individual messages. More regulation less ethical behavior - larger agencies.
Promotion
Future of Advertising
Media Saturation
Account Management
46. Planned series of ads
Ad Campaigns
Corporate PR
Promotion
Caveat Emptor
47. Sales are - bring clients in and keep them - represent consumer and client
Media planning v. Media Buying
Marketing PR
Account Management
Marketing/Advertising
48. Reach: 60 million worldwide Revenue: 45 Million - Types: Local Display Ads - National Ads - Legal Ads - Classified Ads - Pre-prints - Coupon Ads.
Creative Dept.
Newspapers
Outdoor Advertising
PR/word of mouth
49. Ads to sale ratio - Historical budgeting - competitive analysis
Advertising Budgets
Historical Budgeting
Mege-Agency Groups
Caveat Emptor
50. Trade and Consumer short term increases in sales Two incentive strategies: Less price discount - more value.
Search Engine Marketing
Sales Promotion
4 C's
Diffusion of Innovation