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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
The Mass Communication Approach
Desires that Successful Brands Satisfy
facts and fiqures
2. A process which outlines the important players and steps
The Mass Communication Approach
The Big Lie
bandwagon
Secondary Research
3. More tightly focused on solving a particular marketing communication problem in a specified time.
Campaign Plan
Age
Observation research
Profiles
4. People devoted to a particular brand. E.g. HOG;Harley Owners Group
Brand Communities
Interactive Communication
Plain Folks
parental appeal
5. Hinders the consumer's reception of the message - includes technical and socioeconomic trends that affect the reception of the message
Slippery Slope
Need recognition
External Noise
Qualitative research
6. Appeals to costumers disire to be different from everybody else
Types of Segmentation
individuality
Don't Get Left Out
Observation research
7. Information (simple/direct) - Status - Peer Approval - Hero/Celebrity Endorsement - Sexual/Romantic Attraction - Entertainment - Intelligence - Independence - Unfinished Comparison - Guarantees - Scarcity - Perceptual Contrast - Scientific or Numeric
Valid advertising techniques
Secondary Research
Red Herrin
Ethnographic research
8. Suggesting that you must have the product to be happy - popular or satisfied
Secondary Research
Types of Consumer Responses
must have
sense appeal
9. Developed for a brand or product line and evaluated annually
Marketing Plan
Ethnographic research
Quantitative research
Campaign Plan
10. A regular person using a product to show how good it is
Testimonials
price appeal
testimonial
nostalgia
11. Questions behavior of the consumer and quality of the product
Qualitative research
Culture and Corporate Culture
IMC plan
The Mass Communication Approach
12. Refers to lifestyle and psychological characteristics (activities - values - interest - attitudes - opinions)
Segmenting
games and activities
Psychographics
unfinished
13. Background research that uses available published info about a topic
Secondary Research
AIDA
Consumer research
sense appeal
14. Using images and sounds to appeal to your senses: sight - touch - smell - etc.
fact and figures
sense appeal
Low involvement
Campaign Plan
15. Suggesting that association with a person or product can make you special
sense appeal
name-calling
Intensity
snob appeal
16. Two-way communication; a dialogue or conversation
patriotisim
Interactive Communication
Observation research
Buzz Marketing
17. Indication of an important trend in marketing that is moving beyond two-way communication
Buzz Marketing
Age
facts and fiqures
Types of Segmentation
18. Use jokes or laughter to get you engaged in a commercial
Buzz Marketing
humor
The various ways to segment consumers
Marketing Plan
19. Focuses on all the elements of advertising
claim
snob appeal
Advertising research
product comparrision
20. Delivers numerical data
Functions of a Reference Group
Campaign Plan
repitition
Quantitative research
21. Claims that a product is a simple solution for your life (Using a specific brand will instantly make your life better.)
Red Herrin
Low involvement
Advertising research
Simple Solution
22. 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
Primary Research
prizes - sweepstakes and gifts
Ethnographic research
23. To affect parents and make them want to buy the product for their child
transfer
sales and price
parental appeal
call to action
24. 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
Profiles
Buzz Marketing
sense appeal
25. Technique that uses sentimental images - sounds - and words (Using a cute teddy bear to sell your product.)
Reference Group
Warm and Fuzzy
Quantitative research
External Noise
26. More than an exaggeration or hype-tells a complete falsehood (The Energizer Battery can light up the entire town.)
The Big Lie
repitition
price appeal
Business Plan
27. S- source/ sender (advertiser) M- coded message (agency) C- Channels of communication (media) R- Receiver (target audience)
SMCR model
testimonial
Consumer Behavior
Plain Folks
28. Taking a dangerous and fearful approach to a commercial
sales and price
Don't Get Left Out
fear
Ethnographic research
29. Demographic Segmentation - Life stage segmentation - Geographic Segmentation - Psychographic Segmentation - Behavioral Segmentation - Values and benefits based segmentation
Types of Segmentation
The Big Lie
Desires that Successful Brands Satisfy
rhetorical claim
30. Claims directly - fully - and or clearly expressing something- the price - the main ingredients - number of items - etc.
bandwagon
Quantitative research
Neuromarketing
Explicit
31. Need recognition--> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
Low involvement
nostalgia
Association
bandwagon
32. People testifying about the value or quality of a product in order to sell it
Validity
Testimonials
Strategic research
Buzz Marketing
33. The reaction the audience has to the message
product comparrision
Age
Market research
Feedback
34. Tries to persuade by promising to give us something else (Discounts - coupons - free gifts are examples.)
Feedback
Interactive Communication
call to action
Bribery
35. Cheap product that you can afford
High Involvement
Age
price appeal
Experts
36. 1) Provide Info 2) Serve as a means of personal comparison 3) Offer guidance
Reference Group
Functions of a Reference Group
The various ways to segment consumers
repitition
37. Identifying the group that might be the most profitable audience and the most likely to respond to marketing communication
patriotisim
Symbols
Marketing Plan
Targeting
38. 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
fact and figures
Influences on Consumer Decision making
IMC plan
Misleading and unethical advertisong techniques
39. A message to the consumer about a brand. It gets attention and provides info - sometimes even a bit of entertainment
Affective advertising
Desires that Successful Brands Satisfy
Types of Segmentation
Qualitative research
40. Where advertisers stress positive qualities and ignore negatives
Desires that Successful Brands Satisfy
product comparrision
transfer
card stacking
41. Advertisers assure us that their products are foolproof and easy to use.
Testimonials
Simple Solution
prizes - sweepstakes and gifts
Easy to Use
42. Fiving us compliments to try to sell a product
diversion
nostalgia
elitist appeal
Flattery
43. Gives the illusion that if someone else has it then i should have it too
bandwagon
Misleading and unethical advertisong techniques
Advertising research
sense appeal
44. Telling you what to do---"Buy today!" - "Vote now!"
call to action
Market research
Consumer research
IMC plan
45. Using costumers fond memories to buy a product
nostalgia
patriotisim
call to action
facts and fiqures
46. 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
SMCR model
Internal Noise
Consumer Behavior
Desires that Successful Brands Satisfy
47. Intentionally do not finish a claim
Don't Get Left Out
unfinished
Campaign Plan
Advertising research
48. Advertising and marketing communication plan; outlines all of the communication activities needed to deliver on business and marketing objectives in terms of communication objectives
Qualitative research
Validity
IMC plan
Bribery
49. Compile info about the product - the product category - competitors - and other details of the marketing environment
The Big Lie
Ethnographic research
Market research
nostalgia
50. Occurs when the consumer recognizes a need for a product
Need recognition
Niche Market
fear
must have
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