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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. Two-way communication; a dialogue or conversation
Flattery
The Big Lie
Interactive Communication
call to action
2. A disonest tatic where they lure a costemer for a bargain but then perswade them to buy something expensive
avant guard
Valid advertising techniques
bait and switch
bandwagon
3. Claims directly - fully - and or clearly expressing something- the price - the main ingredients - number of items - etc.
Flattery
Explicit
price appeal
Consumer research
4. S- source/ sender (advertiser) M- coded message (agency) C- Channels of communication (media) R- Receiver (target audience)
SMCR model
Secondary Research
sense appeal
Internal Noise
5. Advertising and marketing communication plan; outlines all of the communication activities needed to deliver on business and marketing objectives in terms of communication objectives
IMC plan
Marketing Plan
Kairos
Simple Solution
6. 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
7. To show loyalty patriotisim to the country
sales and price
Plain Folks
prizes - sweepstakes and gifts
patriotisim
8. 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.)
endorsement
Buzz Marketing
Market research
Slippery Slope
9. Taking a dangerous and fearful approach to a commercial
Reference Group
Ethnographic research
call to action
fear
10. Values and Lifestyle system - which categorizes consumers according to psychological traits that correlate to purchasing behaviors
bait and switch
glittering generality
VALS
Business Plan
11. Uncovers critical info that becomes the basis for strategic planning
logos
Affective advertising
Strategic research
IMC plan
12. Identifies people who are in the market for the product
Desires that Successful Brands Satisfy
Consumer research
testimonial
Campaign Plan
13. Research that actually measures what it says it measures
Validity
product comparrision
Testimonials
snob appeal
14. Gives the illusion that if someone else has it then i should have it too
sense appeal
name-calling
Need recognition
bandwagon
15. Demographic Segmentation - Life stage segmentation - Geographic Segmentation - Psychographic Segmentation - Behavioral Segmentation - Values and benefits based segmentation
games and activities
logos
Types of Segmentation
card stacking
16. 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!)
Desires that Successful Brands Satisfy
Misleading and unethical advertisong techniques
SMCR model
Strategic research
17. Research used to gather info about a particular market
parental appeal
External Noise
Experts
Market research
18. More than an exaggeration or hype-tells a complete falsehood (The Energizer Battery can light up the entire town.)
humor
The Big Lie
Association
Influences on Consumer Decision making
19. Info that is collected for first from original sources
The Big Lie
Primary Research
weasel words
Experts
20. Need recognition--> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
Association
Niche Market
Ethnographic research
Low involvement
21. An appeal that deals with time - creates a sense of urgency
Kairos
Internal Noise
name-calling
SMCR model
22. Cheap product that you can afford
price appeal
Market research
Campaign Plan
Association
23. Refers to lifestyle and psychological characteristics (activities - values - interest - attitudes - opinions)
Slippery Slope
rhetorical claim
Psychographics
High Involvement
24. Records behaviors of consumers when exposed to product
parental appeal
Don't Get Left Out
Observation research
Primary Research
25. 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
Easy to Use
Slippery Slope
avant guard
26. More tightly focused on solving a particular marketing communication problem in a specified time.
Quantitative research
Slippery Slope
Campaign Plan
Kairos
27. May cover a more specific division of the company; focused on maximizing profit
Qualitative research
Consumer Behavior
VALS
Business Plan
28. Sensory images to get you interested in their product
sense appeal
Types of Segmentation
fact and figures
Functions of a Reference Group
29. Promoting a special ingredient may make you think the product works better than others
High Involvement
special ingredients
snob appeal
testimonial
30. People testifying about the value or quality of a product in order to sell it
Red Herrin
Testimonials
Strategic research
call to action
31. Intentionally do not finish a claim
Advertising research
unfinished
Valid advertising techniques
VALS
32. Focuses on all the elements of advertising
Advertising research
elitist appeal
parental appeal
humor
33. A belief that if you buy this product then your apart of an elite club
price appeal
Strategic research
elitist appeal
testimonial
34. A celeberty or famous fiqure that is endorcing a product
Market research
Psychographics
humor
endorsement
35. Using a chance to win a prize to attract attention
Need recognition
Consumer Behavior
Explicit
prizes - sweepstakes and gifts
36. Hinders the consumer's reception of the message - includes technical and socioeconomic trends that affect the reception of the message
External Noise
Strategic research
Validity
Glamourous You
37. If you use this product - you will be just like the people in the ad
Campaign Plan
Red Herrin
transfer
Reference Group
38. Showing or announcing a discounted price can make a product look better
sales and price
individuality
logos
price appeal
39. Using test - statistics - or information that sounds scientific to prove that one product or person is better than another
Strategic research
fact and figures
unique claim
The Mass Communication Approach
40. You can run the test over and over and get the same answer
claim
patriotisim
Consumer research
Reliability
41. Most popular demographic used by advertisers
fact and figures
Simple Solution
Neuromarketing
Age
42. A process which outlines the important players and steps
Testimonials
Market research
Secondary Research
The Mass Communication Approach
43. If you buy something you will be the first to have it
weasel words
snob appeal
testimonial
avant guard
44. Group of people you use as a model for behavior in specific situations
glittering generality
Reference Group
weasel words
Marketing Plan
45. Subsegments of a more general market.
Warm and Fuzzy
Niche Market
Profiles
The Mass Communication Approach
46. Technique that uses sentimental images - sounds - and words (Using a cute teddy bear to sell your product.)
weasel words
High Involvement
Warm and Fuzzy
rhetorical claim
47. Using symbols to suggest an association with a positive influence
avant guard
bait and switch
Niche Market
Symbols
48. Suggesting that you must have the product to be happy - popular or satisfied
The Mass Communication Approach
Kairos
must have
name-calling
49. Draws away from a negative feature they ushually hide it with good stuff
Explicit
diversion
Types of Segmentation
Advertising research
50. Identifying the group that might be the most profitable audience and the most likely to respond to marketing communication
Targeting
Reliability
Validity
Slippery Slope