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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. 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
Consumer research
unique claim
Types of Segmentation
2. Appeals to costumers disire to be different from everybody else
Warm and Fuzzy
pathos
Reliability
individuality
3. Tries to persuade by promising to give us something else (Discounts - coupons - free gifts are examples.)
claim
Types of Consumer Responses
parental appeal
Bribery
4. Identifying the group that might be the most profitable audience and the most likely to respond to marketing communication
Targeting
testimonial
Don't Get Left Out
Affective advertising
5. People devoted to a particular brand. E.g. HOG;Harley Owners Group
Brand Communities
Segmenting
SWOT analysis
Qualitative research
6. Intentionally do not finish a claim
Market research
snob appeal
elitist appeal
unfinished
7. 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
SWOT analysis
VALS
testimonial
8. Two-way communication; a dialogue or conversation
Market research
name-calling
Interactive Communication
SMCR model
9. Advertising and marketing communication plan; outlines all of the communication activities needed to deliver on business and marketing objectives in terms of communication objectives
Ethnographic research
fear
IMC plan
Business Plan
10. Gives the illusion that if someone else has it then i should have it too
Low involvement
Ethnographic research
Neuromarketing
bandwagon
11. Involves the researcher actually living the life of the people or group being studied.
Glamourous You
Ethnographic research
unique claim
Primary Research
12. You can run the test over and over and get the same answer
parental appeal
Reliability
sales and price
Red Herrin
13. 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
Feedback
Internal Noise
Experts
14. To show loyalty patriotisim to the country
patriotisim
Consumer research
Simple Solution
Primary Research
15. May cover a more specific division of the company; focused on maximizing profit
Quantitative research
Business Plan
The various ways to segment consumers
Types of Segmentation
16. A distraction from the real issue
Red Herrin
name-calling
Valid advertising techniques
Influences on Consumer Decision making
17. 1) Provide Info 2) Serve as a means of personal comparison 3) Offer guidance
claim
Age
diversion
Functions of a Reference Group
18. Suggesting that association with a person or product can make you special
Consumer research
snob appeal
Adaption Process
Types of Consumer Responses
19. Informing you about how the product works or helps you
The various ways to segment consumers
bait and switch
claim
Adaption Process
20. Hinders the consumer's reception of the message - includes technical and socioeconomic trends that affect the reception of the message
bandwagon
nostalgia
special ingredients
External Noise
21. A type of testimonial - usually scientists - professors - and other professionals advocating for a product/idea
Psychographics
Experts
External Noise
nostalgia
22. A process which outlines the important players and steps
Business Plan
Market research
The Big Lie
The Mass Communication Approach
23. Focuses on all the elements of advertising
Advertising research
Association
Easy to Use
Reliability
24. A rhetorical question in which their really isnt an answer
rhetorical claim
transfer
nostalgia
Low involvement
25. The reaction the audience has to the message
ethos
Kairos
Feedback
avant guard
26. Questions behavior of the consumer and quality of the product
humor
Kairos
nostalgia
Qualitative research
27. Tries to link a product - service or idea that is already desired by the target audience (Nike linked to victory.)
Symbols
Targeting
Association
Desires that Successful Brands Satisfy
28. Developed for a brand or product line and evaluated annually
diversion
Marketing Plan
VALS
Secondary Research
29. A message to the consumer about a brand. It gets attention and provides info - sometimes even a bit of entertainment
Affective advertising
Glamourous You
nostalgia
repitition
30. Using symbols to suggest an association with a positive influence
snob appeal
The Mass Communication Approach
The Big Lie
Symbols
31. Records behaviors of consumers when exposed to product
Targeting
unfinished
Observation research
prizes - sweepstakes and gifts
32. Suggesting that you must have the product to be happy - popular or satisfied
elitist appeal
games and activities
Kairos
must have
33. An appeal that deals with time - creates a sense of urgency
Kairos
patriotisim
Don't Get Left Out
sense appeal
34. To affect parents and make them want to buy the product for their child
Targeting
Neuromarketing
parental appeal
Advertising research
35. Personnal attacks people do to discredit their ideas
Types of Consumer Responses
sense appeal
Plain Folks
name-calling
36. A belief that if you buy this product then your apart of an elite club
Segmenting
humor
Symbols
elitist appeal
37. Telling you what to do---"Buy today!" - "Vote now!"
call to action
AIDA
Quantitative research
SWOT analysis
38. Promoting a special ingredient may make you think the product works better than others
special ingredients
Secondary Research
Campaign Plan
must have
39. A regular person using a product to show how good it is
testimonial
repitition
Experts
Validity
40. If you buy something you will be the first to have it
Misleading and unethical advertisong techniques
avant guard
unfinished
The Big Lie
41. Information (simple/direct) - Status - Peer Approval - Hero/Celebrity Endorsement - Sexual/Romantic Attraction - Entertainment - Intelligence - Independence - Unfinished Comparison - Guarantees - Scarcity - Perceptual Contrast - Scientific or Numeric
Profiles
Quantitative research
Buzz Marketing
Valid advertising techniques
42. Indication of an important trend in marketing that is moving beyond two-way communication
Low involvement
nostalgia
Buzz Marketing
The Mass Communication Approach
43. Claims that a product is a simple solution for your life (Using a specific brand will instantly make your life better.)
sense appeal
Simple Solution
pathos
Neuromarketing
44. Group of people you use as a model for behavior in specific situations
transfer
humor
sense appeal
Reference Group
45. 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
Influences on Consumer Decision making
Slippery Slope
Need recognition
call to action
46. Research used to gather info about a particular market
Market research
fear
Business Plan
Interactive Communication
47. Using superlatives (greatest - best - fastest) - comparatives (better - improved - increased) - and hyperbole to try to hype up the product
ethos
Intensity
unique claim
Warm and Fuzzy
48. Identifies people who are in the market for the product
fear
pathos
Consumer research
claim
49. Connects to audience emotions to win them over to your product
Misleading and unethical advertisong techniques
repitition
pathos
Feedback
50. Using costumers fond memories to buy a product
Business Plan
Experts
The various ways to segment consumers
nostalgia