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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. In most consumers there is #1
Direct Marketing
Qualitative Research
First Position
Caveat Emptor
2. Sales are - bring clients in and keep them - represent consumer and client
Account Management
Entry-Level Jobs
Ratings
FTC
3. Revenue: 7.5 billion. 2nd fastest growing. Bulletins - kiosks - billboards - used to maintain existing brands
Pull Advertising
Advertising Budgets
FTC
Outdoor advertising
4. The percentage of the audience that has the opportunity to see or hear the ad at least once.
'Buying time'
CPM
Reach
Niche Position
5. Promotes the brand along one dimension of superiority (all-temperature Cheer)
Corporate PR
Niche Position
New Position
Against Position
6. Vogue is overflowing with 800 ads - how is yours going to stand out? can lower overall consumer awareness levels
Against Position
Clutter
New Position
Tactics
7. Management functions such as: employee communication - investments - crisis management
Corporate PR
First Position
Advertising Budgets
Caveat Emptor
8. Explorer - Artist - Judge - Warrior
Corporate PR
Word of Mouth advertising
Diffusion of Innovation
Roles of Creative Processes
9. Take the idea to battle. Implement the idea.
Warrior
Roles of Creative Processes
Advertising Budgets
Against Position
10. Sell a better product
Strategy
Product
Trade Promotions
Direct Marketing
11. Vogue is overflowing with 800 ads - how is yours going to stand out? can lower overall consumer awareness levels
Clutter
Judge
Word of Mouth advertising
Ad Campaigns
12. Federal Trade Commission: maintains fair and free competition - enforces federal antitrust laws - educates the public about identity theft
FDA
FTC
Entry-Level Jobs
Outdoor Advertising
13. Trade and Consumer short term increases in sales Two incentive strategies: Less price discount - more value.
Frequency
Sales Promotion
Mege-Agency Groups
New Position
14. 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.
Media planning v. Media Buying
Co-op ads
FDA
Trade Promotions
15. Promotional activities other than advertising - Marketing Communications - growth areas for advertising films - offers new ways of marketing brands to manufacturers.
Marketing Services
Advertising Budgets
Frequency
Challenges Facing Advertisers
16. Omnicom $9.7 billion WPP $9.4 Interpublic (IPG) 6.2 Publicists 4.8 Dentsu (Japan) 2.9 Havas (France) 1.9
Promotion
Top Six Mega-Agency Groups
Artist
Ads to Sales Ratio
17. Trade and Consumer short term increases in sales Two incentive strategies: Less price discount - more value.
FCC
Sales Promotion
Trade Promotions
Frequency
18. Planned series of ads
Roles of Creative Processes
Ad Campaigns
Rational Choice
Qualitative Research
19. 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)
Challenges Facing Advertisers
Marketing PR
US Children's Act
Diffusion of Innovation
20. Put themselves against the #1 and say it is okay to be #2 - we try harder
'Buying time'
New Position
Against Position
4 C's
21. Evolved from hard-sell. First - Against - Niche - and New Positions
Magazines
Newspapers
Positioning
Pull Advertising
22. Tv and radio sell by the minute.
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23. Product - Price - Place - Promotion - and People
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24. Ethics=stability - resolve conflict - clarify values - and are changeable. Principles - Regulations: Rules and Standards.
Price
Ethics and regulation
Product Placement
Challenges Facing Advertisers
25. Elements that carry out the strategy: Ads - PR - etc.
Judge
Warrior
Tactics
Clutter
26. Focus groups - interviews - small samples quick turn around (can't be projected to a larger population)
Entry-Level Jobs
Qualitative Research
Marketing Services
Niche Position
27. How much is the other company spending
Clutter
Competitive Analysis
Product Placement
Judge
28. Make product more valuable for the dealer - share in advertising costs.
Ads to Sales Ratio
Warrior
Co-op ads
Trade Promotions
29. Revenue: $15 million locally - $5 million nationally. Type: Local - reach - frequency - and background medium. Measured in Arbitrons
Radio
ROI
Mege-Agency Groups
Ratings
30. Margin: difference between selling price and the seller's cost of goods.
Price
Strategy
Product Placement
Ads to Sales Ratio
31. Sales promotion - direct marketing - public relations - event marketing - promotion products.
Magazines
Media planning v. Media Buying
5 P's of Marketing
Marketing Services Outlook
32. Integrated Marketing Communication. Practice of unifying all marketing communications to convey the company's objectives and goals to all contacts through communication tools.
Public Relations
IMC
'Buying time'
Marketing Services Outlook
33. The category that didn't exist before and then positions the new product as best in that category
ROI
Price
Challenges Facing Advertisers
New Position
34. Internet - google - youtube - telephone marketing 1-800 numbers - response cards. Consumer controls communication with brands
Co-op ads
PR/word of mouth
Reach
Pull Advertising
35. Follow intuition - rearrange - ask what-if questions and look for hidden analogies
Rational Choice
Caveat Emptor
Advertising Budgets
Artist
36. Sales analysis - market research - consumer insight - and account planning
PR/word of mouth
Public Relations
People
Advertising Budgets
37. Federal Communications Commission: regulates interstate and international communications by radio and television and wire and cable and satellite
FCC
PR/word of mouth
'Buying time'
New Position
38. Account management - creative - media planning - media buying.
Warrior
Roles in Ad Agency
US Children's Act
IMC
39. Media Efficiency - Category Maturity - Consumer Message Overload
Account Management
Social Marketing
Challenges Facing Advertisers
FTC
40. Tv and radio sell by the minute.
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41. Direct marketing - sales - events - merchandising - PR - publicity sales and retail relations - IMC
Judge
Promotion
Entry-Level Jobs
IMC
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
Challenges Facing Advertisers
Rational Choice
IMC
Social Marketing
43. SEeing how popular a show is - so that advertisers can choose which ones to advertise during.
Caveat Emptor
Ratings
Social Marketing
Judge
44. The category that didn't exist before and then positions the new product as best in that category
FCB Grid
New Position
Advertising to Children
Ratings
45. Facebook - advertisers track what has been viewed - and what interests are - and can show ads that pertain to you.
Marketing Services
Explorer
Artist
Social Marketing
46. Less push - more pull. More creativity - increase media consumption - choices - places - personal communication - cost - individual messages. More regulation less ethical behavior - larger agencies.
First Position
Future of Advertising
ROI
PR/word of mouth
47. Follow intuition - rearrange - ask what-if questions and look for hidden analogies
Outdoor advertising
Caveat Emptor
Search Engine Marketing
Artist
48. Management functions such as: employee communication - investments - crisis management
Explorer
Quantitative Research
Social Marketing
Corporate PR
49. Revenue: $15 million locally - $5 million nationally. Type: Local - reach - frequency - and background medium. Measured in Arbitrons
Ratings
Qualitative Research
Radio
People
50. Types: National broadcast - National Cable - Syndication - Local - High reach medium - measured by Nielsen's
Roles in Ad Agency
Television
Artist
Top Six Mega-Agency Groups