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Test your basic knowledge |
Advertising Techniques
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
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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. Telling only positive things about something or someone - without giving evidence or facts
glittering generality
games and activities
Consumer research
Reference Group
2. Information (simple/direct) - Status - Peer Approval - Hero/Celebrity Endorsement - Sexual/Romantic Attraction - Entertainment - Intelligence - Independence - Unfinished Comparison - Guarantees - Scarcity - Perceptual Contrast - Scientific or Numeric
Valid advertising techniques
product comparrision
individuality
Flattery
3. Use jokes or laughter to get you engaged in a commercial
fact and figures
patriotisim
humor
name-calling
4. To show loyalty patriotisim to the country
Testimonials
individuality
Experts
patriotisim
5. Need recognition--> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
Advertising research
Low involvement
individuality
Bribery
6. Connects to audience emotions to win them over to your product
pathos
Glamourous You
patriotisim
Ethnographic research
7. Promoting a special ingredient may make you think the product works better than others
Plain Folks
Intensity
Segmenting
special ingredients
8. Delivers numerical data
card stacking
sense appeal
Red Herrin
Quantitative research
9. Questions behavior of the consumer and quality of the product
games and activities
Qualitative research
Niche Market
unfinished
10. Taking a dangerous and fearful approach to a commercial
fear
Brand Communities
transfer
Affective advertising
11. Identifies people who are in the market for the product
humor
glittering generality
bait and switch
Consumer research
12. Suggesting that association with a person or product can make you special
rhetorical claim
diversion
snob appeal
nostalgia
13. Involves the researcher actually living the life of the people or group being studied.
weasel words
Ethnographic research
card stacking
Influences on Consumer Decision making
14. Using costumers fond memories to buy a product
nostalgia
The Big Lie
price appeal
fact and figures
15. People devoted to a particular brand. E.g. HOG;Harley Owners Group
glittering generality
Brand Communities
nostalgia
Desires that Successful Brands Satisfy
16. Repeating words or sounds
snob appeal
Targeting
sense appeal
repitition
17. Tries to link a product - service or idea that is already desired by the target audience (Nike linked to victory.)
ethos
Association
special ingredients
nostalgia
18. Putting a commercial into the form of a game can be a fun way for you to get to know more about a product and spend more time with it
sense appeal
Reference Group
games and activities
avant guard
19. Intentionally do not finish a claim
Primary Research
unfinished
Association
testimonial
20. Demographic Segmentation - Life stage segmentation - Geographic Segmentation - Psychographic Segmentation - Behavioral Segmentation - Values and benefits based segmentation
pathos
Types of Segmentation
Segmenting
Misleading and unethical advertisong techniques
21. A disonest tatic where they lure a costemer for a bargain but then perswade them to buy something expensive
repitition
Segmenting
Buzz Marketing
bait and switch
22. 1) Provide Info 2) Serve as a means of personal comparison 3) Offer guidance
Types of Segmentation
card stacking
Experts
Functions of a Reference Group
23. Research used to gather info about a particular market
Simple Solution
diversion
Market research
fear
24. A message to the consumer about a brand. It gets attention and provides info - sometimes even a bit of entertainment
sense appeal
Observation research
Affective advertising
snob appeal
25. S- source/ sender (advertiser) M- coded message (agency) C- Channels of communication (media) R- Receiver (target audience)
individuality
SMCR model
prizes - sweepstakes and gifts
Kairos
26. Two-way communication; a dialogue or conversation
fear
Interactive Communication
High Involvement
Consumer Behavior
27. Compile info about the product - the product category - competitors - and other details of the marketing environment
Low involvement
Kairos
Ethnographic research
Market research
28. Draws away from a negative feature they ushually hide it with good stuff
Symbols
Targeting
diversion
Age
29. How individuals or groups select - purchase - use - or dispose of products - as well as the needs and wants that motivate these behaviors
Low involvement
Consumer Behavior
Interactive Communication
glittering generality
30. More than an exaggeration or hype-tells a complete falsehood (The Energizer Battery can light up the entire town.)
Easy to Use
High Involvement
Primary Research
The Big Lie
31. Using symbols to suggest an association with a positive influence
Symbols
games and activities
sales and price
Kairos
32. Uncovers critical info that becomes the basis for strategic planning
humor
Reference Group
must have
Strategic research
33. Research that actually measures what it says it measures
humor
Culture and Corporate Culture
unfinished
Validity
34. New brain- science approach to how people think
unique claim
Affective advertising
Segmenting
Neuromarketing
35. A rhetorical question in which their really isnt an answer
Types of Consumer Responses
rhetorical claim
Niche Market
Internal Noise
36. Refers to lifestyle and psychological characteristics (activities - values - interest - attitudes - opinions)
endorsement
Profiles
Advertising research
Psychographics
37. If you use this product - you will be just like the people in the ad
weasel words
bandwagon
Observation research
transfer
38. Claims that a product is a simple solution for your life (Using a specific brand will instantly make your life better.)
sense appeal
Explicit
Simple Solution
bait and switch
39. 1) see/hear 2) feel 3) think/understand 4) connect 5) believe 6) act/do
must have
Need recognition
Types of Consumer Responses
Reliability
40. If you buy something you will be the first to have it
Red Herrin
transfer
The various ways to segment consumers
avant guard
41. Info that is collected for first from original sources
VALS
Primary Research
patriotisim
Observation research
42. May cover a more specific division of the company; focused on maximizing profit
Business Plan
SWOT analysis
Market research
Need recognition
43. Psychological- state of mind - needs - wants - satisfaction - personality Social/ Cultural- Culture - Social class - family - demographic Behavioral- Quantity usage - brand relationship innovation Market Segment- target audience Norms - Val
sales and price
Influences on Consumer Decision making
Campaign Plan
prizes - sweepstakes and gifts
44. Claims directly - fully - and or clearly expressing something- the price - the main ingredients - number of items - etc.
Bribery
Explicit
Neuromarketing
avant guard
45. Group of people you use as a model for behavior in specific situations
Reference Group
logos
Segmenting
Intensity
46. A belief that if you buy this product then your apart of an elite club
Misleading and unethical advertisong techniques
parental appeal
elitist appeal
AIDA
47. The reaction the audience has to the message
Feedback
Primary Research
Bribery
Valid advertising techniques
48. Hinders the consumer's reception of the message - includes technical and socioeconomic trends that affect the reception of the message
Internal Noise
Functions of a Reference Group
External Noise
VALS
49. Out-of-Context Quotations - Exploitation of Fears and Misgiving - Health Fraud - Credit Repair - Get Rick Quick Schemes - Supermarket Specials - Bait and Switch - Product Misrepresentation - Travel Fraud (you got a free holiday!)
Misleading and unethical advertisong techniques
unique claim
nostalgia
Validity
50. Sensory images to get you interested in their product
Experts
Red Herrin
Niche Market
sense appeal
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