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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. S- source/ sender (advertiser) M- coded message (agency) C- Channels of communication (media) R- Receiver (target audience)
SMCR model
transfer
special ingredients
sales and price
2. Group of people you use as a model for behavior in specific situations
facts and fiqures
Advertising research
Reference Group
patriotisim
3. Developed for a brand or product line and evaluated annually
Marketing Plan
Campaign Plan
endorsement
unique claim
4. Informing you about how the product works or helps you
The Big Lie
claim
Kairos
Adaption Process
5. Technique that uses sentimental images - sounds - and words (Using a cute teddy bear to sell your product.)
Secondary Research
Primary Research
elitist appeal
Warm and Fuzzy
6. Tries to persuade by promising to give us something else (Discounts - coupons - free gifts are examples.)
Age
Desires that Successful Brands Satisfy
unique claim
Bribery
7. Appeals to costumers disire to be different from everybody else
individuality
testimonial
Symbols
SMCR model
8. Intentionally do not finish a claim
endorsement
humor
unfinished
Slippery Slope
9. Involves the researcher actually living the life of the people or group being studied.
sales and price
snob appeal
Ethnographic research
card stacking
10. A type of testimonial to try to sell something because it is down-to-earth or easy to use
Plain Folks
Explicit
Desires that Successful Brands Satisfy
The Big Lie
11. Primary tool used to evaluate strengths - weaknesses - opportunities and threats
AIDA
SWOT analysis
Strategic research
ethos
12. Identifying the group that might be the most profitable audience and the most likely to respond to marketing communication
Intensity
Targeting
Business Plan
Misleading and unethical advertisong techniques
13. Using costumers fond memories to buy a product
Glamourous You
nostalgia
Buzz Marketing
Plain Folks
14. Showing or announcing a discounted price can make a product look better
Red Herrin
Reliability
sales and price
Experts
15. A message to the consumer about a brand. It gets attention and provides info - sometimes even a bit of entertainment
Functions of a Reference Group
Niche Market
Affective advertising
Symbols
16. How individuals or groups select - purchase - use - or dispose of products - as well as the needs and wants that motivate these behaviors
Adaption Process
special ingredients
Consumer Behavior
Influences on Consumer Decision making
17. Subsegments of a more general market.
parental appeal
Niche Market
bandwagon
Interactive Communication
18. A type of testimonial - usually scientists - professors - and other professionals advocating for a product/idea
Testimonials
Experts
Qualitative research
Validity
19. Compares the product to its competetors
product comparrision
snob appeal
unique claim
Consumer Behavior
20. If you buy something you will be the first to have it
Symbols
Business Plan
avant guard
sales and price
21. More tightly focused on solving a particular marketing communication problem in a specified time.
Psychographics
Campaign Plan
Brand Communities
must have
22. A process which outlines the important players and steps
The Mass Communication Approach
Adaption Process
AIDA
bandwagon
23. Indication of an important trend in marketing that is moving beyond two-way communication
must have
Validity
Buzz Marketing
Types of Consumer Responses
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
Affective advertising
patriotisim
Culture and Corporate Culture
Consumer Behavior
25. Telling only positive things about something or someone - without giving evidence or facts
Age
Influences on Consumer Decision making
Types of Segmentation
glittering generality
26. You can run the test over and over and get the same answer
Reliability
rhetorical claim
High Involvement
price appeal
27. Repeating words or sounds
repitition
Association
sense appeal
Culture and Corporate Culture
28. Personnal attacks people do to discredit their ideas
weasel words
games and activities
name-calling
Simple Solution
29. Delivers numerical data
Warm and Fuzzy
Targeting
Quantitative research
Valid advertising techniques
30. To show loyalty patriotisim to the country
patriotisim
must have
bandwagon
The Mass Communication Approach
31. People testifying about the value or quality of a product in order to sell it
Affective advertising
Plain Folks
Consumer Behavior
Testimonials
32. Research used to gather info about a particular market
Buzz Marketing
Market research
SWOT analysis
sense appeal
33. 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
Qualitative research
Internal Noise
Niche Market
Market research
34. 1) see/hear 2) feel 3) think/understand 4) connect 5) believe 6) act/do
Business Plan
Types of Consumer Responses
Symbols
Testimonials
35. Need recognition--> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
Kairos
unfinished
Low involvement
sales and price
36. 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
games and activities
facts and fiqures
Interactive Communication
Warm and Fuzzy
37. May cover a more specific division of the company; focused on maximizing profit
nostalgia
Business Plan
Desires that Successful Brands Satisfy
Secondary Research
38. More than an exaggeration or hype-tells a complete falsehood (The Energizer Battery can light up the entire town.)
Targeting
Validity
The Big Lie
unfinished
39. Identifies people who are in the market for the product
unique claim
Warm and Fuzzy
Consumer research
bandwagon
40. Draws away from a negative feature they ushually hide it with good stuff
Red Herrin
diversion
Testimonials
transfer
41. Need Recognition--> Information Search --> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
Bribery
High Involvement
pathos
The various ways to segment consumers
42. Tries to link a product - service or idea that is already desired by the target audience (Nike linked to victory.)
price appeal
Red Herrin
Association
Strategic research
43. Use jokes or laughter to get you engaged in a commercial
humor
fear
name-calling
individuality
44. Where advertisers stress positive qualities and ignore negatives
Association
rhetorical claim
Bribery
card stacking
45. People devoted to a particular brand. E.g. HOG;Harley Owners Group
sense appeal
Brand Communities
weasel words
Niche Market
46. Occurs when the consumer recognizes a need for a product
Association
Targeting
Testimonials
Need recognition
47. Advertisers assure us that their products are foolproof and easy to use.
Functions of a Reference Group
Types of Segmentation
special ingredients
Easy to Use
48. A disonest tatic where they lure a costemer for a bargain but then perswade them to buy something expensive
Brand Communities
bait and switch
Testimonials
Niche Market
49. 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
50. Claims directly - fully - and or clearly expressing something- the price - the main ingredients - number of items - etc.
Consumer research
Validity
Flattery
Explicit