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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. Using test - statistics - or information that sounds scientific to prove that one product or person is better than another
fear
fact and figures
humor
Feedback
2. Claims that a product is a simple solution for your life (Using a specific brand will instantly make your life better.)
humor
Simple Solution
avant guard
Types of Segmentation
3. The reaction the audience has to the message
Feedback
glittering generality
transfer
Interactive Communication
4. Identifying the group that might be the most profitable audience and the most likely to respond to marketing communication
patriotisim
Need recognition
must have
Targeting
5. A process which outlines the important players and steps
Quantitative research
Reliability
repitition
The Mass Communication Approach
6. Need Recognition--> Information Search --> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
unfinished
Culture and Corporate Culture
rhetorical claim
High Involvement
7. Personal behavior and how the behavior reflects the speed with which people are willing to try something new
ethos
Experts
Segmenting
Adaption Process
8. Compares the product to its competetors
Affective advertising
product comparrision
Glamourous You
snob appeal
9. Primary tool used to evaluate strengths - weaknesses - opportunities and threats
Psychographics
IMC plan
avant guard
SWOT analysis
10. How individuals or groups select - purchase - use - or dispose of products - as well as the needs and wants that motivate these behaviors
Consumer Behavior
must have
Slippery Slope
Reliability
11. 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
price appeal
VALS
Low involvement
12. A belief that if you buy this product then your apart of an elite club
elitist appeal
special ingredients
facts and fiqures
claim
13. Research that actually measures what it says it measures
SMCR model
Reference Group
Validity
Marketing Plan
14. Personnal attacks people do to discredit their ideas
SWOT analysis
name-calling
Primary Research
Business Plan
15. 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
Campaign Plan
The various ways to segment consumers
Kairos
16. Tries to link a product - service or idea that is already desired by the target audience (Nike linked to victory.)
Association
Profiles
Niche Market
Market research
17. Demographic Segmentation - Life stage segmentation - Geographic Segmentation - Psychographic Segmentation - Behavioral Segmentation - Values and benefits based segmentation
Types of Consumer Responses
VALS
elitist appeal
Types of Segmentation
18. Need recognition--> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
Low involvement
Easy to Use
Market research
Slippery Slope
19. 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!)
logos
endorsement
Misleading and unethical advertisong techniques
unfinished
20. Using superlatives (greatest - best - fastest) - comparatives (better - improved - increased) - and hyperbole to try to hype up the product
Validity
sales and price
avant guard
Intensity
21. Records behaviors of consumers when exposed to product
sense appeal
Warm and Fuzzy
VALS
Observation research
22. Many products are nearly identical
Market research
Need recognition
unique claim
Glamourous You
23. Uses a logical argument of fact to persuade you to buy the product
logos
call to action
Explicit
diversion
24. Suggesting that you must have the product to be happy - popular or satisfied
Quantitative research
sense appeal
Validity
must have
25. Occurs when the consumer recognizes a need for a product
The various ways to segment consumers
VALS
Need recognition
Brand Communities
26. Info that is collected for first from original sources
price appeal
Bribery
Primary Research
Types of Consumer Responses
27. Intentionally do not finish a claim
External Noise
pathos
Flattery
unfinished
28. 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.)
Association
Simple Solution
Slippery Slope
Quantitative research
29. A rhetorical question in which their really isnt an answer
Adaption Process
sense appeal
rhetorical claim
Slippery Slope
30. People devoted to a particular brand. E.g. HOG;Harley Owners Group
sense appeal
Brand Communities
unfinished
SWOT analysis
31. Telling only positive things about something or someone - without giving evidence or facts
Secondary Research
Warm and Fuzzy
glittering generality
Business Plan
32. Telling you what to do---"Buy today!" - "Vote now!"
avant guard
Red Herrin
Observation research
call to action
33. If you buy something you will be the first to have it
High Involvement
avant guard
Testimonials
Functions of a Reference Group
34. 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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35. A disonest tatic where they lure a costemer for a bargain but then perswade them to buy something expensive
unfinished
Glamourous You
bait and switch
prizes - sweepstakes and gifts
36. A celeberty or famous fiqure that is endorcing a product
call to action
parental appeal
endorsement
Low involvement
37. Draws away from a negative feature they ushually hide it with good stuff
Influences on Consumer Decision making
diversion
VALS
The Big Lie
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
Influences on Consumer Decision making
glittering generality
Misleading and unethical advertisong techniques
diversion
39. New brain- science approach to how people think
Feedback
Niche Market
Intensity
Neuromarketing
40. 1) see/hear 2) feel 3) think/understand 4) connect 5) believe 6) act/do
Types of Consumer Responses
Glamourous You
elitist appeal
product comparrision
41. 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
Intensity
External Noise
The various ways to segment consumers
Culture and Corporate Culture
42. Meaningless or empty words that dont give specific details
The various ways to segment consumers
weasel words
Segmenting
nostalgia
43. Builds trustworthyness/credability of product
fear
elitist appeal
claim
ethos
44. Indication of an important trend in marketing that is moving beyond two-way communication
elitist appeal
transfer
Buzz Marketing
pathos
45. Two-way communication; a dialogue or conversation
Secondary Research
Interactive Communication
Advertising research
avant guard
46. A regular person using a product to show how good it is
product comparrision
unfinished
testimonial
bait and switch
47. Using images and sounds to appeal to your senses: sight - touch - smell - etc.
Quantitative research
Culture and Corporate Culture
sense appeal
Influences on Consumer Decision making
48. Refers to lifestyle and psychological characteristics (activities - values - interest - attitudes - opinions)
Market research
Psychographics
Valid advertising techniques
Qualitative research
49. Technique that uses sentimental images - sounds - and words (Using a cute teddy bear to sell your product.)
Experts
Need recognition
Warm and Fuzzy
patriotisim
50. Cheap product that you can afford
Ethnographic research
avant guard
price appeal
diversion