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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. Identifying the group that might be the most profitable audience and the most likely to respond to marketing communication
price appeal
claim
Observation research
Targeting
2. Using a chance to win a prize to attract attention
Targeting
prizes - sweepstakes and gifts
High Involvement
Campaign Plan
3. Use jokes or laughter to get you engaged in a commercial
The Big Lie
humor
parental appeal
Strategic research
4. Using images and sounds to appeal to your senses: sight - touch - smell - etc.
sense appeal
Association
Warm and Fuzzy
Internal Noise
5. Need recognition--> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
Low involvement
Influences on Consumer Decision making
Plain Folks
Bribery
6. You can run the test over and over and get the same answer
sales and price
Reference Group
Reliability
call to action
7. A rhetorical question in which their really isnt an answer
Types of Segmentation
rhetorical claim
Slippery Slope
Campaign Plan
8. Information (simple/direct) - Status - Peer Approval - Hero/Celebrity Endorsement - Sexual/Romantic Attraction - Entertainment - Intelligence - Independence - Unfinished Comparison - Guarantees - Scarcity - Perceptual Contrast - Scientific or Numeric
unfinished
Affective advertising
Valid advertising techniques
Desires that Successful Brands Satisfy
9. 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
Strategic research
Types of Consumer Responses
avant guard
Desires that Successful Brands Satisfy
10. If you use this product - you will be just like the people in the ad
Functions of a Reference Group
transfer
pathos
Psychographics
11. Cheap product that you can afford
parental appeal
prizes - sweepstakes and gifts
fact and figures
price appeal
12. 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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13. Meaningless or empty words that dont give specific details
Marketing Plan
Observation research
weasel words
unique claim
14. 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
Internal Noise
ethos
Buzz Marketing
15. More tightly focused on solving a particular marketing communication problem in a specified time.
Validity
Functions of a Reference Group
Primary Research
Campaign Plan
16. Many products are nearly identical
avant guard
Intensity
elitist appeal
unique claim
17. Delivers numerical data
logos
Quantitative research
facts and fiqures
External Noise
18. 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
bait and switch
Symbols
Internal Noise
Reference Group
19. An appeal that deals with time - creates a sense of urgency
Simple Solution
Kairos
Internal Noise
Adaption Process
20. A distraction from the real issue
Red Herrin
Market research
The various ways to segment consumers
Consumer research
21. Suggesting that you must have the product to be happy - popular or satisfied
must have
endorsement
weasel words
Market research
22. Statistics percentages - and numbers to convince you that this product is better than something else
prizes - sweepstakes and gifts
Affective advertising
sense appeal
facts and fiqures
23. Occurs when the consumer recognizes a need for a product
Campaign Plan
Need recognition
Consumer research
SMCR model
24. A celeberty or famous fiqure that is endorcing a product
endorsement
IMC plan
sense appeal
name-calling
25. To show loyalty patriotisim to the country
patriotisim
High Involvement
Influences on Consumer Decision making
Low involvement
26. Background research that uses available published info about a topic
Psychographics
rhetorical claim
Secondary Research
Desires that Successful Brands Satisfy
27. Appeals to costumers disire to be different from everybody else
individuality
special ingredients
price appeal
Affective advertising
28. Demographic Segmentation - Life stage segmentation - Geographic Segmentation - Psychographic Segmentation - Behavioral Segmentation - Values and benefits based segmentation
Reference Group
Types of Segmentation
special ingredients
Buzz Marketing
29. Builds trustworthyness/credability of product
Explicit
Segmenting
Market research
ethos
30. Draws away from a negative feature they ushually hide it with good stuff
diversion
Functions of a Reference Group
elitist appeal
AIDA
31. Compile info about the product - the product category - competitors - and other details of the marketing environment
Reference Group
snob appeal
Types of Segmentation
Market research
32. Technique that uses sentimental images - sounds - and words (Using a cute teddy bear to sell your product.)
Campaign Plan
Warm and Fuzzy
card stacking
Testimonials
33. Personal behavior and how the behavior reflects the speed with which people are willing to try something new
Adaption Process
special ingredients
diversion
parental appeal
34. How individuals or groups select - purchase - use - or dispose of products - as well as the needs and wants that motivate these behaviors
Ethnographic research
rhetorical claim
Consumer Behavior
fear
35. 1)Divide them by type of market they represent B2B or B2C 2) Refer them to either as purchasers or customers - users - or influencers
Niche Market
special ingredients
The various ways to segment consumers
call to action
36. Gives the illusion that if someone else has it then i should have it too
Symbols
Flattery
Easy to Use
bandwagon
37. Fiving us compliments to try to sell a product
Flattery
Brand Communities
bandwagon
rhetorical claim
38. People devoted to a particular brand. E.g. HOG;Harley Owners Group
transfer
Plain Folks
Niche Market
Brand Communities
39. Promoting a special ingredient may make you think the product works better than others
Symbols
special ingredients
Simple Solution
IMC plan
40. Taking a dangerous and fearful approach to a commercial
Secondary Research
Influences on Consumer Decision making
fear
Adaption Process
41. Using test - statistics - or information that sounds scientific to prove that one product or person is better than another
Consumer research
fact and figures
External Noise
Simple Solution
42. Claims that a product is a simple solution for your life (Using a specific brand will instantly make your life better.)
Market research
Secondary Research
Simple Solution
Age
43. More than an exaggeration or hype-tells a complete falsehood (The Energizer Battery can light up the entire town.)
diversion
The Big Lie
patriotisim
Market research
44. A regular person using a product to show how good it is
testimonial
Association
Campaign Plan
Observation research
45. Values and Lifestyle system - which categorizes consumers according to psychological traits that correlate to purchasing behaviors
must have
VALS
fact and figures
Experts
46. May cover a more specific division of the company; focused on maximizing profit
call to action
Business Plan
Market research
unfinished
47. Claims directly - fully - and or clearly expressing something- the price - the main ingredients - number of items - etc.
individuality
Qualitative research
Brand Communities
Explicit
48. Uses a logical argument of fact to persuade you to buy the product
unique claim
Validity
logos
Marketing Plan
49. Advertisers realize that we like to feel important - so they tell us that their products will make us glamorous - sophisticated - or macho.
Reference Group
snob appeal
Glamourous You
Qualitative research
50. Most popular demographic used by advertisers
Age
Buzz Marketing
Explicit
SWOT analysis