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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. Uncovers critical info that becomes the basis for strategic planning
sense appeal
endorsement
Strategic research
price appeal
2. Background research that uses available published info about a topic
diversion
Secondary Research
avant guard
sense appeal
3. Many products are nearly identical
Quantitative research
unique claim
Flattery
glittering generality
4. You can run the test over and over and get the same answer
Misleading and unethical advertisong techniques
sense appeal
patriotisim
Reliability
5. 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
Feedback
Observation research
Qualitative research
6. 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!)
avant guard
Misleading and unethical advertisong techniques
sense appeal
unfinished
7. 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
bait and switch
endorsement
Internal Noise
Niche Market
8. Info that is collected for first from original sources
Primary Research
card stacking
Brand Communities
Don't Get Left Out
9. Statistics percentages - and numbers to convince you that this product is better than something else
Reference Group
Explicit
product comparrision
facts and fiqures
10. Telling only positive things about something or someone - without giving evidence or facts
rhetorical claim
glittering generality
Qualitative research
humor
11. Demographic Segmentation - Life stage segmentation - Geographic Segmentation - Psychographic Segmentation - Behavioral Segmentation - Values and benefits based segmentation
Types of Segmentation
Red Herrin
Psychographics
Types of Consumer Responses
12. Telling you what to do---"Buy today!" - "Vote now!"
name-calling
Low involvement
Flattery
call to action
13. Advertisers realize that we like to feel important - so they tell us that their products will make us glamorous - sophisticated - or macho.
Slippery Slope
nostalgia
Glamourous You
AIDA
14. Repeating words or sounds
repitition
bait and switch
facts and fiqures
Kairos
15. The reaction the audience has to the message
weasel words
Bribery
Misleading and unethical advertisong techniques
Feedback
16. Gives the illusion that if someone else has it then i should have it too
Market research
name-calling
SMCR model
bandwagon
17. A process which outlines the important players and steps
The Mass Communication Approach
Psychographics
Bribery
weasel words
18. S- source/ sender (advertiser) M- coded message (agency) C- Channels of communication (media) R- Receiver (target audience)
Market research
SMCR model
The Big Lie
Validity
19. Developed for a brand or product line and evaluated annually
Slippery Slope
Marketing Plan
weasel words
Glamourous You
20. Meaningless or empty words that dont give specific details
nostalgia
Desires that Successful Brands Satisfy
weasel words
Simple Solution
21. Delivers numerical data
glittering generality
Segmenting
Quantitative research
sense appeal
22. A rhetorical question in which their really isnt an answer
Experts
rhetorical claim
Warm and Fuzzy
SWOT analysis
23. Occurs when the consumer recognizes a need for a product
Need recognition
Strategic research
Symbols
games and activities
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
Functions of a Reference Group
price appeal
The various ways to segment consumers
glittering generality
25. Informing you about how the product works or helps you
Market research
Market research
Experts
claim
26. Advertisers sometimes lead us to believe that we will miss an important opportunity if we don't buy their product right awasy. This techniques might come in the form of a limited-time offer or an indication that only a very limited quantity of the pr
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27. A message to the consumer about a brand. It gets attention and provides info - sometimes even a bit of entertainment
Affective advertising
sense appeal
humor
Secondary Research
28. Appeals to costumers disire to be different from everybody else
Explicit
individuality
Don't Get Left Out
Feedback
29. A type of testimonial to try to sell something because it is down-to-earth or easy to use
Plain Folks
individuality
Warm and Fuzzy
VALS
30. Identifies people who are in the market for the product
Symbols
Consumer research
Advertising research
Intensity
31. Tries to link a product - service or idea that is already desired by the target audience (Nike linked to victory.)
Market research
Association
The Big Lie
Marketing Plan
32. A celeberty or famous fiqure that is endorcing a product
endorsement
Quantitative research
product comparrision
card stacking
33. New brain- science approach to how people think
Neuromarketing
nostalgia
fear
card stacking
34. May cover a more specific division of the company; focused on maximizing profit
sense appeal
The Mass Communication Approach
Business Plan
Kairos
35. A disonest tatic where they lure a costemer for a bargain but then perswade them to buy something expensive
bait and switch
Culture and Corporate Culture
The Mass Communication Approach
endorsement
36. Tries to persuade by promising to give us something else (Discounts - coupons - free gifts are examples.)
name-calling
AIDA
Bribery
Desires that Successful Brands Satisfy
37. 1) Provide Info 2) Serve as a means of personal comparison 3) Offer guidance
nostalgia
Reference Group
Profiles
Functions of a Reference Group
38. Using symbols to suggest an association with a positive influence
price appeal
Quantitative research
Symbols
Types of Consumer Responses
39. 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
Warm and Fuzzy
diversion
Valid advertising techniques
40. Indication of an important trend in marketing that is moving beyond two-way communication
sales and price
unfinished
Marketing Plan
Buzz Marketing
41. Focuses on all the elements of advertising
individuality
Ethnographic research
Advertising research
Misleading and unethical advertisong techniques
42. To affect parents and make them want to buy the product for their child
Association
parental appeal
rhetorical claim
special ingredients
43. People devoted to a particular brand. E.g. HOG;Harley Owners Group
Brand Communities
special ingredients
Consumer research
prizes - sweepstakes and gifts
44. Taking a dangerous and fearful approach to a commercial
fear
fact and figures
Primary Research
Types of Consumer Responses
45. Suggesting that you must have the product to be happy - popular or satisfied
fear
Kairos
must have
The Big Lie
46. Claims that a product is a simple solution for your life (Using a specific brand will instantly make your life better.)
Simple Solution
snob appeal
The Mass Communication Approach
parental appeal
47. A belief that if you buy this product then your apart of an elite club
Testimonials
elitist appeal
rhetorical claim
Strategic research
48. Need recognition--> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
Validity
snob appeal
Low involvement
facts and fiqures
49. 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
name-calling
Secondary Research
Desires that Successful Brands Satisfy
Niche Market
50. More tightly focused on solving a particular marketing communication problem in a specified time.
card stacking
Desires that Successful Brands Satisfy
logos
Campaign Plan