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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. Statistics percentages - and numbers to convince you that this product is better than something else
Affective advertising
facts and fiqures
Niche Market
ethos
2. 1) Provide Info 2) Serve as a means of personal comparison 3) Offer guidance
special ingredients
endorsement
Red Herrin
Functions of a Reference Group
3. Compares the product to its competetors
rhetorical claim
High Involvement
product comparrision
bait and switch
4. New brain- science approach to how people think
Primary Research
Desires that Successful Brands Satisfy
SWOT analysis
Neuromarketing
5. Need recognition--> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
avant guard
High Involvement
games and activities
Low involvement
6. Tries to persuade by promising to give us something else (Discounts - coupons - free gifts are examples.)
individuality
Explicit
The various ways to segment consumers
Bribery
7. More tightly focused on solving a particular marketing communication problem in a specified time.
Slippery Slope
AIDA
Segmenting
Campaign Plan
8. A distraction from the real issue
avant guard
Kairos
Red Herrin
Symbols
9. Attention - Interest - Desire - Action
External Noise
Simple Solution
AIDA
special ingredients
10. Personnal attacks people do to discredit their ideas
Niche Market
name-calling
Quantitative research
fact and figures
11. Using symbols to suggest an association with a positive influence
Symbols
unfinished
Types of Segmentation
Need recognition
12. Research used to gather info about a particular market
Market research
Psychographics
weasel words
parental appeal
13. Identifying the group that might be the most profitable audience and the most likely to respond to marketing communication
Targeting
Validity
product comparrision
Slippery Slope
14. Need Recognition--> Information Search --> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
Affective advertising
High Involvement
Feedback
Age
15. Involves the researcher actually living the life of the people or group being studied.
Types of Segmentation
Ethnographic research
Need recognition
Marketing Plan
16. May cover a more specific division of the company; focused on maximizing profit
Business Plan
Quantitative research
The Big Lie
Functions of a Reference Group
17. Where advertisers stress positive qualities and ignore negatives
card stacking
endorsement
Consumer research
glittering generality
18. Delivers numerical data
avant guard
Quantitative research
sales and price
bandwagon
19. Identifies people who are in the market for the product
endorsement
Functions of a Reference Group
Warm and Fuzzy
Consumer research
20. A rhetorical question in which their really isnt an answer
rhetorical claim
fear
Feedback
Adaption Process
21. Showing or announcing a discounted price can make a product look better
Symbols
Business Plan
sales and price
pathos
22. Promoting a special ingredient may make you think the product works better than others
patriotisim
special ingredients
Targeting
Association
23. Informing you about how the product works or helps you
nostalgia
claim
VALS
repitition
24. A type of testimonial to try to sell something because it is down-to-earth or easy to use
Valid advertising techniques
Secondary Research
Plain Folks
VALS
25. Advertisers realize that we like to feel important - so they tell us that their products will make us glamorous - sophisticated - or macho.
Glamourous You
claim
avant guard
Affective advertising
26. A belief that if you buy this product then your apart of an elite club
must have
Easy to Use
elitist appeal
Intensity
27. Use jokes or laughter to get you engaged in a commercial
rhetorical claim
price appeal
Ethnographic research
humor
28. 1) see/hear 2) feel 3) think/understand 4) connect 5) believe 6) act/do
Reference Group
nostalgia
Niche Market
Types of Consumer Responses
29. Refers to lifestyle and psychological characteristics (activities - values - interest - attitudes - opinions)
weasel words
Psychographics
elitist appeal
rhetorical claim
30. Meaningless or empty words that dont give specific details
weasel words
claim
logos
unique claim
31. Information (simple/direct) - Status - Peer Approval - Hero/Celebrity Endorsement - Sexual/Romantic Attraction - Entertainment - Intelligence - Independence - Unfinished Comparison - Guarantees - Scarcity - Perceptual Contrast - Scientific or Numeric
sales and price
Valid advertising techniques
product comparrision
card stacking
32. Questions behavior of the consumer and quality of the product
repitition
bait and switch
Experts
Qualitative research
33. A regular person using a product to show how good it is
Feedback
testimonial
transfer
Plain Folks
34. An appeal that deals with time - creates a sense of urgency
Desires that Successful Brands Satisfy
Campaign Plan
transfer
Kairos
35. More than an exaggeration or hype-tells a complete falsehood (The Energizer Battery can light up the entire town.)
diversion
The Big Lie
Profiles
Kairos
36. 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
card stacking
Internal Noise
Psychographics
Kairos
37. Uncovers critical info that becomes the basis for strategic planning
Profiles
Campaign Plan
repitition
Strategic research
38. 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
Culture and Corporate Culture
must have
Reference Group
Marketing Plan
39. 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
ethos
Desires that Successful Brands Satisfy
The various ways to segment consumers
Buzz Marketing
40. 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
IMC plan
sense appeal
weasel words
41. Indication of an important trend in marketing that is moving beyond two-way communication
Internal Noise
name-calling
Neuromarketing
Buzz Marketing
42. Compile info about the product - the product category - competitors - and other details of the marketing environment
games and activities
Market research
repitition
price appeal
43. Research that actually measures what it says it measures
avant guard
Functions of a Reference Group
games and activities
Validity
44. The reaction the audience has to the message
Feedback
Neuromarketing
repitition
sense appeal
45. How individuals or groups select - purchase - use - or dispose of products - as well as the needs and wants that motivate these behaviors
Consumer Behavior
Brand Communities
Experts
SMCR model
46. Technique that uses sentimental images - sounds - and words (Using a cute teddy bear to sell your product.)
individuality
card stacking
Warm and Fuzzy
The Mass Communication Approach
47. Telling you what to do---"Buy today!" - "Vote now!"
Business Plan
Qualitative research
bandwagon
call to action
48. Using test - statistics - or information that sounds scientific to prove that one product or person is better than another
Internal Noise
fact and figures
parental appeal
Influences on Consumer Decision making
49. Connects to audience emotions to win them over to your product
pathos
nostalgia
price appeal
Easy to Use
50. Gives the illusion that if someone else has it then i should have it too
High Involvement
bandwagon
repitition
Influences on Consumer Decision making