Retention Ability Test - Business

Respondent No.: ____              Time Interval: 1 day                   Topic: Business              Score: ______

1. ______ is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services.

○ Advertising                     ○ Business                           ○ Marketing                       ○ Television

2. Advertising messages are usually paid for by _____ and viewed via various traditional _______.          ○ groups, device                                                ○ stations, instruments

                ○ sponsors, media                                           ○ companies, objects

3. Modern advertising developed with the rise of _________in the late 19th and early 20th centuries.

                ○ mass production           ○ media                                ○ television                         ○ economy

4. In 2010, spending on advertising was estimated at more than _____ billion in the United States and ______ billion worldwide.

                ○ $720, $960                       ○ $500, $800                       ○ $900, $800                       ○ $300, $500

5. Internationally, the largest ("big four") advertising conglomerates are Interpublic, Omnicom, Publicis, and ___.

                ○ SMP                                   ○ PWP                                   ○ SWP                                   ○ WPP

6. Which of the following is not a definition of Advertising?

A. The non-personal communication of information usually paid for & usually persuasive in nature, about products (goods & services) or ideas by identified sponsor through various media. (Arenes 1996)

B. Any paid form of non-personal communication about an organisation, product,service, or idea from an identified sponsor. (Blech & Blech 1998)

C. Paid non-personal communication from an identified sponsor using mass media to persuade influence an audience. (Wells, Burnett, & Moriaty 1998)

D. The element of the marketing communication mix that is non personal paid for an identified sponsor, & disseminated through channels of mass communication to promote the adoption of goods, services, person or ideas. (Bearden, Ingram, & Laforge 1998)

E. An informative or persuasive message carried by a non personal medium & paid for by an identified sponsor whose organization or product is identified in some way. (Zikmund & D'amico 1999)

F. Personal; two way communication about a product or organization that is paid by a concerned individual. (Lamb, Hair & Mc.Daniel 2000)

G. Any paid form of non-personal presentation and promotion of ideas,goods or services by an identified sponsor. (Kotler et al, 2006)

               

                ○ A                                         ○ D                                         ○ F                                          ○ C

7. Egyptians used ___________to make sales messages and wall posters.         

            ○ papyrus                            ○ wood                                 ○ leaves                               ○ clay

8. Which of the following is not a member of the basic elements of the marketing mix?

                ○ product                            ○ price                                  ○ place                                  ○ people

9. This approach suggests that an advertisement should contain a message or means that leads the consumer to a desired end state.

                ○ Means-End Theory                                      ○ Leverage Points

                ○ Hierarchy of effects model                      ○ Verbal and Visual Images

10. It is designed to move the consumer from understanding a product's benefits to linking those benefits with personal values.

                ○ Means-End Theory                                      ○ Leverage Points

                ○ Hierarchy of effects model                      ○ Verbal and Visual Images