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Advertising Techniques

Subject : business-skills
  • Answer 50 questions in 15 minutes.
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  • Match each statement with the correct term.
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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. 1) Provide Info 2) Serve as a means of personal comparison 3) Offer guidance

2. Informing you about how the product works or helps you

3. More tightly focused on solving a particular marketing communication problem in a specified time.

4. Telling only positive things about something or someone - without giving evidence or facts

5. Involves the researcher actually living the life of the people or group being studied.

6. Information (simple/direct) - Status - Peer Approval - Hero/Celebrity Endorsement - Sexual/Romantic Attraction - Entertainment - Intelligence - Independence - Unfinished Comparison - Guarantees - Scarcity - Perceptual Contrast - Scientific or Numeric

7. Questions behavior of the consumer and quality of the product

8. Culture- made up of tangible items (art - lit. - buildings - music) and intangible concepts (history - knowledge - laws - morals) that together define a group of people or a way of life - Corp. Culture- how various companies operate

9. S- source/ sender (advertiser) M- coded message (agency) C- Channels of communication (media) R- Receiver (target audience)

10. More than an exaggeration or hype-tells a complete falsehood (The Energizer Battery can light up the entire town.)

11. Sensory images to get you interested in their product

12. Cheap product that you can afford

13. Subsegments of a more general market.

14. 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.)

15. Gives the illusion that if someone else has it then i should have it too

16. Personnal attacks people do to discredit their ideas

17. Delivers numerical data

18. Hinders the consumer's reception of the message - includes technical and socioeconomic trends that affect the reception of the message

19. Claims that a product is a simple solution for your life (Using a specific brand will instantly make your life better.)

20. How individuals or groups select - purchase - use - or dispose of products - as well as the needs and wants that motivate these behaviors

21. Builds trustworthyness/credability of product

22. Repeating words or sounds

23. 1) see/hear 2) feel 3) think/understand 4) connect 5) believe 6) act/do

24. 1)Divide them by type of market they represent B2B or B2C 2) Refer them to either as purchasers or customers - users - or influencers

25. To affect parents and make them want to buy the product for their child

26. Advertisers assure us that their products are foolproof and easy to use.

27. Attention - Interest - Desire - Action

28. Developed for a brand or product line and evaluated annually

29. Most popular demographic used by advertisers

30. Advertising and marketing communication plan; outlines all of the communication activities needed to deliver on business and marketing objectives in terms of communication objectives

31. Occurs when the consumer recognizes a need for a product

32. If you buy something you will be the first to have it

33. Taking a dangerous and fearful approach to a commercial

34. Identifying the group that might be the most profitable audience and the most likely to respond to marketing communication

35. Statistics percentages - and numbers to convince you that this product is better than something else

36. Meaningless or empty words that dont give specific details

37. Tries to link a product - service or idea that is already desired by the target audience (Nike linked to victory.)

38. A type of testimonial - usually scientists - professors - and other professionals advocating for a product/idea

39. Descriptions of the target audience that read like a description of someone you know.

40. People devoted to a particular brand. E.g. HOG;Harley Owners Group

41. Uncovers critical info that becomes the basis for strategic planning

42. Promoting a special ingredient may make you think the product works better than others

43. Uses a logical argument of fact to persuade you to buy the product

44. Demographic Segmentation - Life stage segmentation - Geographic Segmentation - Psychographic Segmentation - Behavioral Segmentation - Values and benefits based segmentation

45. Showing or announcing a discounted price can make a product look better

46. Technique that uses sentimental images - sounds - and words (Using a cute teddy bear to sell your product.)

47. 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

48. 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

49. A type of testimonial to try to sell something because it is down-to-earth or easy to use

50. Research that actually measures what it says it measures