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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
.
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. Research used to gather info about a particular market
logos
Market research
Age
Business Plan
2. Indication of an important trend in marketing that is moving beyond two-way communication
facts and fiqures
Slippery Slope
sales and price
Buzz Marketing
3. A type of testimonial - usually scientists - professors - and other professionals advocating for a product/idea
Experts
testimonial
Reliability
pathos
4. A type of testimonial to try to sell something because it is down-to-earth or easy to use
Red Herrin
IMC plan
Plain Folks
Business Plan
5. Tries to persuade by promising to give us something else (Discounts - coupons - free gifts are examples.)
Bribery
Low involvement
Targeting
Ethnographic research
6. Informing you about how the product works or helps you
claim
Experts
prizes - sweepstakes and gifts
games and activities
7. Values and Lifestyle system - which categorizes consumers according to psychological traits that correlate to purchasing behaviors
humor
VALS
Secondary Research
testimonial
8. A distraction from the real issue
Red Herrin
product comparrision
Business Plan
games and activities
9. Tries to link a product - service or idea that is already desired by the target audience (Nike linked to victory.)
Low involvement
pathos
Symbols
Association
10. Promoting a special ingredient may make you think the product works better than others
games and activities
special ingredients
Intensity
facts and fiqures
11. Suggesting that you must have the product to be happy - popular or satisfied
weasel words
Brand Communities
must have
card stacking
12. People devoted to a particular brand. E.g. HOG;Harley Owners Group
External Noise
Brand Communities
Testimonials
Red Herrin
13. Background research that uses available published info about a topic
Buzz Marketing
Secondary Research
Qualitative research
IMC plan
14. Advertisers realize that we like to feel important - so they tell us that their products will make us glamorous - sophisticated - or macho.
Plain Folks
Intensity
Glamourous You
Types of Segmentation
15. Telling you what to do---"Buy today!" - "Vote now!"
Slippery Slope
Warm and Fuzzy
call to action
Marketing Plan
16. May cover a more specific division of the company; focused on maximizing profit
Business Plan
endorsement
rhetorical claim
Functions of a Reference Group
17. Dividing the market into groups of people who have similar characteristics in certain key product related areas.
Interactive Communication
Neuromarketing
sense appeal
Segmenting
18. Using superlatives (greatest - best - fastest) - comparatives (better - improved - increased) - and hyperbole to try to hype up the product
logos
Intensity
card stacking
Reference Group
19. To affect parents and make them want to buy the product for their child
avant guard
Consumer Behavior
rhetorical claim
parental appeal
20. Attention - Interest - Desire - Action
AIDA
ethos
Observation research
claim
21. Records behaviors of consumers when exposed to product
Explicit
endorsement
Observation research
Primary Research
22. Gives the illusion that if someone else has it then i should have it too
bandwagon
AIDA
Feedback
Simple Solution
23. Where advertisers stress positive qualities and ignore negatives
card stacking
Campaign Plan
Slippery Slope
special ingredients
24. A regular person using a product to show how good it is
elitist appeal
diversion
testimonial
Adaption Process
25. Using symbols to suggest an association with a positive influence
Secondary Research
Need recognition
Qualitative research
Symbols
26. Group of people you use as a model for behavior in specific situations
Experts
Strategic research
diversion
Reference Group
27. 1) To feel safe and secure 2) To feel comfortable 3) To be cared for and connected to others 4) To be desired by others 5) To be free to do what we want 6) To grow and become more 7) To serve others and give back 8) To be surprised and excited 9) T
Association
Desires that Successful Brands Satisfy
Types of Consumer Responses
humor
28. Many products are nearly identical
unique claim
call to action
Secondary Research
SMCR model
29. Information (simple/direct) - Status - Peer Approval - Hero/Celebrity Endorsement - Sexual/Romantic Attraction - Entertainment - Intelligence - Independence - Unfinished Comparison - Guarantees - Scarcity - Perceptual Contrast - Scientific or Numeric
fact and figures
IMC plan
avant guard
Valid advertising techniques
30. Argues against an idea by claiming it is the first step that will result in a complete change (If we ban smoking in restaurants - they will eventual ban unhealthy food - too.)
Slippery Slope
Symbols
Validity
card stacking
31. A disonest tatic where they lure a costemer for a bargain but then perswade them to buy something expensive
Age
Bribery
bait and switch
Don't Get Left Out
32. S- source/ sender (advertiser) M- coded message (agency) C- Channels of communication (media) R- Receiver (target audience)
SMCR model
Flattery
Profiles
prizes - sweepstakes and gifts
33. Research that actually measures what it says it measures
Qualitative research
rhetorical claim
Validity
Segmenting
34. Using images and sounds to appeal to your senses: sight - touch - smell - etc.
Internal Noise
sense appeal
individuality
Flattery
35. Need Recognition--> Information Search --> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
Symbols
Association
High Involvement
special ingredients
36. The reaction the audience has to the message
Primary Research
repitition
The various ways to segment consumers
Feedback
37. Refers to lifestyle and psychological characteristics (activities - values - interest - attitudes - opinions)
Market research
High Involvement
Psychographics
Reference Group
38. Demographic Segmentation - Life stage segmentation - Geographic Segmentation - Psychographic Segmentation - Behavioral Segmentation - Values and benefits based segmentation
Types of Segmentation
Need recognition
individuality
Functions of a Reference Group
39. Compares the product to its competetors
Ethnographic research
special ingredients
product comparrision
bandwagon
40. Personal factors that affect the reception of an advertisement - such as the receivers needs - language skills - purchase history - info-processing abilities and other personal factors
Intensity
AIDA
Easy to Use
Internal Noise
41. Fiving us compliments to try to sell a product
Valid advertising techniques
patriotisim
claim
Flattery
42. 1)Divide them by type of market they represent B2B or B2C 2) Refer them to either as purchasers or customers - users - or influencers
The various ways to segment consumers
Valid advertising techniques
Primary Research
Internal Noise
43. People testifying about the value or quality of a product in order to sell it
High Involvement
The various ways to segment consumers
price appeal
Testimonials
44. A process which outlines the important players and steps
Observation research
The Mass Communication Approach
Quantitative research
endorsement
45. Technique that uses sentimental images - sounds - and words (Using a cute teddy bear to sell your product.)
Warm and Fuzzy
Campaign Plan
Slippery Slope
IMC plan
46. A rhetorical question in which their really isnt an answer
card stacking
Warm and Fuzzy
rhetorical claim
Campaign Plan
47. 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!)
External Noise
snob appeal
Misleading and unethical advertisong techniques
claim
48. Personal behavior and how the behavior reflects the speed with which people are willing to try something new
price appeal
diversion
Adaption Process
Flattery
49. Taking a dangerous and fearful approach to a commercial
Association
sense appeal
transfer
fear
50. Draws away from a negative feature they ushually hide it with good stuff
Influences on Consumer Decision making
diversion
parental appeal
individuality