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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. Telling only positive things about something or someone - without giving evidence or facts
Low involvement
glittering generality
product comparrision
Affective advertising
2. Compile info about the product - the product category - competitors - and other details of the marketing environment
Easy to Use
Culture and Corporate Culture
Flattery
Market research
3. Where advertisers stress positive qualities and ignore negatives
facts and fiqures
Profiles
elitist appeal
card stacking
4. Tries to persuade by promising to give us something else (Discounts - coupons - free gifts are examples.)
fact and figures
Types of Consumer Responses
Bribery
Experts
5. 1) see/hear 2) feel 3) think/understand 4) connect 5) believe 6) act/do
Testimonials
Bribery
Types of Consumer Responses
repitition
6. 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
must have
claim
Warm and Fuzzy
7. Questions behavior of the consumer and quality of the product
High Involvement
Consumer research
bandwagon
Qualitative research
8. 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
Reference Group
card stacking
Internal Noise
games and activities
9. Using symbols to suggest an association with a positive influence
Psychographics
Niche Market
Plain Folks
Symbols
10. People devoted to a particular brand. E.g. HOG;Harley Owners Group
Strategic research
transfer
Culture and Corporate Culture
Brand Communities
11. Subsegments of a more general market.
Don't Get Left Out
bandwagon
Niche Market
sense appeal
12. Compares the product to its competetors
Bribery
Affective advertising
product comparrision
name-calling
13. Using test - statistics - or information that sounds scientific to prove that one product or person is better than another
fact and figures
claim
fear
Market research
14. Advertisers realize that we like to feel important - so they tell us that their products will make us glamorous - sophisticated - or macho.
Market research
Ethnographic research
Glamourous You
AIDA
15. A rhetorical question in which their really isnt an answer
rhetorical claim
Niche Market
Affective advertising
Kairos
16. Information (simple/direct) - Status - Peer Approval - Hero/Celebrity Endorsement - Sexual/Romantic Attraction - Entertainment - Intelligence - Independence - Unfinished Comparison - Guarantees - Scarcity - Perceptual Contrast - Scientific or Numeric
price appeal
Niche Market
Valid advertising techniques
Neuromarketing
17. Demographic Segmentation - Life stage segmentation - Geographic Segmentation - Psychographic Segmentation - Behavioral Segmentation - Values and benefits based segmentation
Neuromarketing
Types of Segmentation
Need recognition
Affective advertising
18. Using superlatives (greatest - best - fastest) - comparatives (better - improved - increased) - and hyperbole to try to hype up the product
Neuromarketing
Market research
Plain Folks
Intensity
19. Draws away from a negative feature they ushually hide it with good stuff
Slippery Slope
diversion
The Mass Communication Approach
facts and fiqures
20. An appeal that deals with time - creates a sense of urgency
logos
Kairos
transfer
call to action
21. If you use this product - you will be just like the people in the ad
Targeting
transfer
ethos
testimonial
22. How individuals or groups select - purchase - use - or dispose of products - as well as the needs and wants that motivate these behaviors
Types of Segmentation
Reliability
name-calling
Consumer Behavior
23. Research that actually measures what it says it measures
sense appeal
Bribery
Functions of a Reference Group
Validity
24. A type of testimonial to try to sell something because it is down-to-earth or easy to use
Testimonials
Symbols
sales and price
Plain Folks
25. Use jokes or laughter to get you engaged in a commercial
humor
bait and switch
diversion
Don't Get Left Out
26. A type of testimonial - usually scientists - professors - and other professionals advocating for a product/idea
Strategic research
claim
Misleading and unethical advertisong techniques
Experts
27. Statistics percentages - and numbers to convince you that this product is better than something else
High Involvement
Qualitative research
facts and fiqures
Flattery
28. Indication of an important trend in marketing that is moving beyond two-way communication
Intensity
testimonial
Buzz Marketing
Age
29. Dividing the market into groups of people who have similar characteristics in certain key product related areas.
unique claim
Secondary Research
Segmenting
Experts
30. Personal behavior and how the behavior reflects the speed with which people are willing to try something new
weasel words
Culture and Corporate Culture
Association
Adaption Process
31. Attention - Interest - Desire - Action
Segmenting
AIDA
Targeting
weasel words
32. Showing or announcing a discounted price can make a product look better
Affective advertising
sales and price
testimonial
Consumer Behavior
33. Repeating words or sounds
must have
SWOT analysis
repitition
Warm and Fuzzy
34. Personnal attacks people do to discredit their ideas
transfer
Need recognition
name-calling
Association
35. Gives the illusion that if someone else has it then i should have it too
Intensity
bandwagon
Slippery Slope
fear
36. Using costumers fond memories to buy a product
patriotisim
nostalgia
The Big Lie
logos
37. Involves the researcher actually living the life of the people or group being studied.
Secondary Research
Ethnographic research
Glamourous You
Red Herrin
38. A distraction from the real issue
prizes - sweepstakes and gifts
Red Herrin
call to action
Don't Get Left Out
39. Telling you what to do---"Buy today!" - "Vote now!"
call to action
Segmenting
Strategic research
Market research
40. A message to the consumer about a brand. It gets attention and provides info - sometimes even a bit of entertainment
Types of Consumer Responses
Affective advertising
Simple Solution
fear
41. Technique that uses sentimental images - sounds - and words (Using a cute teddy bear to sell your product.)
Strategic research
product comparrision
Neuromarketing
Warm and Fuzzy
42. Most popular demographic used by advertisers
Secondary Research
Types of Consumer Responses
sense appeal
Age
43. Uncovers critical info that becomes the basis for strategic planning
Strategic research
repitition
bait and switch
unique claim
44. More tightly focused on solving a particular marketing communication problem in a specified time.
Business Plan
High Involvement
Red Herrin
Campaign Plan
45. People testifying about the value or quality of a product in order to sell it
Testimonials
price appeal
Valid advertising techniques
SMCR model
46. Appeals to costumers disire to be different from everybody else
individuality
The Big Lie
Experts
Market research
47. Refers to lifestyle and psychological characteristics (activities - values - interest - attitudes - opinions)
Feedback
Psychographics
Bribery
snob appeal
48. Suggesting that you must have the product to be happy - popular or satisfied
must have
ethos
Kairos
SWOT analysis
49. 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
Campaign Plan
Desires that Successful Brands Satisfy
Culture and Corporate Culture
testimonial
50. Intentionally do not finish a claim
Don't Get Left Out
unfinished
Easy to Use
Influences on Consumer Decision making