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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. Delivers numerical data
prizes - sweepstakes and gifts
Quantitative research
Validity
Influences on Consumer Decision making
2. Meaningless or empty words that dont give specific details
Explicit
transfer
Functions of a Reference Group
weasel words
3. A message to the consumer about a brand. It gets attention and provides info - sometimes even a bit of entertainment
Affective advertising
Secondary Research
elitist appeal
humor
4. Informing you about how the product works or helps you
claim
logos
Functions of a Reference Group
fear
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
rhetorical claim
High Involvement
The various ways to segment consumers
Culture and Corporate Culture
6. Advertisers assure us that their products are foolproof and easy to use.
Easy to Use
Glamourous You
humor
Market research
7. Gives the illusion that if someone else has it then i should have it too
Intensity
bandwagon
Qualitative research
call to action
8. The reaction the audience has to the message
call to action
Feedback
Brand Communities
Observation research
9. A celeberty or famous fiqure that is endorcing a product
Low involvement
patriotisim
High Involvement
endorsement
10. To affect parents and make them want to buy the product for their child
parental appeal
Advertising research
pathos
games and activities
11. 1) Provide Info 2) Serve as a means of personal comparison 3) Offer guidance
Functions of a Reference Group
The Big Lie
Need recognition
Reliability
12. Attention - Interest - Desire - Action
Influences on Consumer Decision making
patriotisim
AIDA
Primary Research
13. Indication of an important trend in marketing that is moving beyond two-way communication
Buzz Marketing
rhetorical claim
Psychographics
High Involvement
14. Need Recognition--> Information Search --> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
sales and price
SMCR model
Testimonials
High Involvement
15. Tries to link a product - service or idea that is already desired by the target audience (Nike linked to victory.)
Association
Valid advertising techniques
Red Herrin
Feedback
16. Draws away from a negative feature they ushually hide it with good stuff
Neuromarketing
call to action
diversion
Targeting
17. Suggesting that you must have the product to be happy - popular or satisfied
diversion
High Involvement
must have
SMCR model
18. Questions behavior of the consumer and quality of the product
Functions of a Reference Group
Niche Market
Qualitative research
Types of Consumer Responses
19. Cheap product that you can afford
Neuromarketing
price appeal
Functions of a Reference Group
Kairos
20. Builds trustworthyness/credability of product
Symbols
ethos
Simple Solution
sales and price
21. 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
Segmenting
facts and fiqures
special ingredients
22. A type of testimonial to try to sell something because it is down-to-earth or easy to use
Easy to Use
Plain Folks
humor
parental appeal
23. 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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24. New brain- science approach to how people think
ethos
Reference Group
Neuromarketing
unfinished
25. Most popular demographic used by advertisers
Age
Glamourous You
SWOT analysis
Validity
26. If you buy something you will be the first to have it
avant guard
Market research
Brand Communities
Affective advertising
27. 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
Interactive Communication
parental appeal
sales and price
games and activities
28. Suggesting that association with a person or product can make you special
Age
product comparrision
snob appeal
Profiles
29. Where advertisers stress positive qualities and ignore negatives
Qualitative research
card stacking
Consumer research
special ingredients
30. Two-way communication; a dialogue or conversation
Adaption Process
Market research
Interactive Communication
facts and fiqures
31. 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
endorsement
Influences on Consumer Decision making
repitition
Easy to Use
32. Personnal attacks people do to discredit their ideas
Niche Market
name-calling
Targeting
Segmenting
33. More tightly focused on solving a particular marketing communication problem in a specified time.
Primary Research
The various ways to segment consumers
VALS
Campaign Plan
34. Many products are nearly identical
AIDA
diversion
unique claim
patriotisim
35. Values and Lifestyle system - which categorizes consumers according to psychological traits that correlate to purchasing behaviors
VALS
Desires that Successful Brands Satisfy
Glamourous You
prizes - sweepstakes and gifts
36. Telling you what to do---"Buy today!" - "Vote now!"
Functions of a Reference Group
parental appeal
call to action
weasel words
37. Sensory images to get you interested in their product
call to action
bait and switch
sense appeal
testimonial
38. Records behaviors of consumers when exposed to product
Observation research
Primary Research
Misleading and unethical advertisong techniques
Campaign Plan
39. Advertising and marketing communication plan; outlines all of the communication activities needed to deliver on business and marketing objectives in terms of communication objectives
card stacking
Advertising research
parental appeal
IMC plan
40. Using superlatives (greatest - best - fastest) - comparatives (better - improved - increased) - and hyperbole to try to hype up the product
bait and switch
Intensity
Testimonials
games and activities
41. Uncovers critical info that becomes the basis for strategic planning
Strategic research
must have
Affective advertising
bandwagon
42. 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.)
Explicit
card stacking
logos
Slippery Slope
43. Identifying the group that might be the most profitable audience and the most likely to respond to marketing communication
Strategic research
Intensity
Types of Consumer Responses
Targeting
44. Dividing the market into groups of people who have similar characteristics in certain key product related areas.
Desires that Successful Brands Satisfy
SMCR model
Segmenting
glittering generality
45. Descriptions of the target audience that read like a description of someone you know.
Profiles
Affective advertising
Feedback
Don't Get Left Out
46. Involves the researcher actually living the life of the people or group being studied.
Validity
weasel words
Ethnographic research
Affective advertising
47. A disonest tatic where they lure a costemer for a bargain but then perswade them to buy something expensive
bait and switch
endorsement
Misleading and unethical advertisong techniques
Flattery
48. Focuses on all the elements of advertising
card stacking
name-calling
Advertising research
special ingredients
49. An appeal that deals with time - creates a sense of urgency
Plain Folks
Kairos
Low involvement
claim
50. Demographic Segmentation - Life stage segmentation - Geographic Segmentation - Psychographic Segmentation - Behavioral Segmentation - Values and benefits based segmentation
Desires that Successful Brands Satisfy
Warm and Fuzzy
Types of Segmentation
special ingredients