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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. Focuses on all the elements of advertising
Campaign Plan
Need recognition
Advertising research
Explicit
2. Using test - statistics - or information that sounds scientific to prove that one product or person is better than another
Consumer research
Psychographics
fact and figures
Slippery Slope
3. An appeal that deals with time - creates a sense of urgency
Functions of a Reference Group
Kairos
Strategic research
repitition
4. Taking a dangerous and fearful approach to a commercial
Easy to Use
Niche Market
Internal Noise
fear
5. 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
logos
Desires that Successful Brands Satisfy
ethos
Interactive Communication
6. Background research that uses available published info about a topic
fear
Secondary Research
Simple Solution
ethos
7. 1) see/hear 2) feel 3) think/understand 4) connect 5) believe 6) act/do
Symbols
Association
Types of Consumer Responses
Buzz Marketing
8. A message to the consumer about a brand. It gets attention and provides info - sometimes even a bit of entertainment
VALS
transfer
sales and price
Affective advertising
9. 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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10. Showing or announcing a discounted price can make a product look better
unfinished
Secondary Research
sales and price
Ethnographic research
11. Technique that uses sentimental images - sounds - and words (Using a cute teddy bear to sell your product.)
avant guard
Low involvement
The Mass Communication Approach
Warm and Fuzzy
12. Using images and sounds to appeal to your senses: sight - touch - smell - etc.
nostalgia
sense appeal
claim
prizes - sweepstakes and gifts
13. Subsegments of a more general market.
Profiles
diversion
bait and switch
Niche Market
14. Using superlatives (greatest - best - fastest) - comparatives (better - improved - increased) - and hyperbole to try to hype up the product
Neuromarketing
product comparrision
Bribery
Intensity
15. Research that actually measures what it says it measures
nostalgia
Ethnographic research
Consumer research
Validity
16. A celeberty or famous fiqure that is endorcing a product
Kairos
Functions of a Reference Group
price appeal
endorsement
17. 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
sense appeal
Symbols
parental appeal
18. More than an exaggeration or hype-tells a complete falsehood (The Energizer Battery can light up the entire town.)
Reliability
The Big Lie
diversion
Niche Market
19. Identifies people who are in the market for the product
Bribery
Consumer research
The various ways to segment consumers
Secondary Research
20. Where advertisers stress positive qualities and ignore negatives
card stacking
SWOT analysis
Qualitative research
VALS
21. 1) Provide Info 2) Serve as a means of personal comparison 3) Offer guidance
Functions of a Reference Group
Age
Ethnographic research
call to action
22. 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!)
Advertising research
Misleading and unethical advertisong techniques
Primary Research
card stacking
23. Dividing the market into groups of people who have similar characteristics in certain key product related areas.
Strategic research
Segmenting
VALS
Advertising research
24. A process which outlines the important players and steps
Buzz Marketing
Consumer research
The Mass Communication Approach
Feedback
25. Advertisers assure us that their products are foolproof and easy to use.
Easy to Use
Don't Get Left Out
Campaign Plan
Profiles
26. Compile info about the product - the product category - competitors - and other details of the marketing environment
Reliability
Market research
diversion
ethos
27. Promoting a special ingredient may make you think the product works better than others
special ingredients
Business Plan
product comparrision
logos
28. Demographic Segmentation - Life stage segmentation - Geographic Segmentation - Psychographic Segmentation - Behavioral Segmentation - Values and benefits based segmentation
Types of Segmentation
Feedback
Business Plan
rhetorical claim
29. Uses a logical argument of fact to persuade you to buy the product
Plain Folks
logos
The Big Lie
endorsement
30. Personnal attacks people do to discredit their ideas
Market research
nostalgia
facts and fiqures
name-calling
31. Questions behavior of the consumer and quality of the product
ethos
weasel words
sales and price
Qualitative research
32. If you use this product - you will be just like the people in the ad
Advertising research
price appeal
transfer
Buzz Marketing
33. Most popular demographic used by advertisers
avant guard
Age
bandwagon
Plain Folks
34. A regular person using a product to show how good it is
testimonial
Intensity
Market research
Don't Get Left Out
35. The reaction the audience has to the message
Testimonials
Valid advertising techniques
Feedback
Age
36. 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
IMC plan
facts and fiqures
Interactive Communication
37. You can run the test over and over and get the same answer
testimonial
fear
Reliability
Brand Communities
38. 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
fact and figures
games and activities
elitist appeal
AIDA
39. More tightly focused on solving a particular marketing communication problem in a specified time.
Campaign Plan
Reference Group
card stacking
fact and figures
40. Tries to link a product - service or idea that is already desired by the target audience (Nike linked to victory.)
Simple Solution
Association
Internal Noise
Experts
41. 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
Internal Noise
Slippery Slope
IMC plan
AIDA
42. S- source/ sender (advertiser) M- coded message (agency) C- Channels of communication (media) R- Receiver (target audience)
SMCR model
Types of Segmentation
Warm and Fuzzy
glittering generality
43. People testifying about the value or quality of a product in order to sell it
sense appeal
Testimonials
parental appeal
Consumer research
44. Advertisers realize that we like to feel important - so they tell us that their products will make us glamorous - sophisticated - or macho.
Glamourous You
Business Plan
Adaption Process
The Big Lie
45. Telling only positive things about something or someone - without giving evidence or facts
glittering generality
Marketing Plan
Interactive Communication
testimonial
46. Need recognition--> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
Observation research
Simple Solution
Low involvement
testimonial
47. Info that is collected for first from original sources
Flattery
rhetorical claim
Influences on Consumer Decision making
Primary Research
48. A belief that if you buy this product then your apart of an elite club
External Noise
Targeting
Types of Consumer Responses
elitist appeal
49. Informing you about how the product works or helps you
bandwagon
Buzz Marketing
Desires that Successful Brands Satisfy
claim
50. Connects to audience emotions to win them over to your product
ethos
prizes - sweepstakes and gifts
pathos
weasel words
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