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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. 1) see/hear 2) feel 3) think/understand 4) connect 5) believe 6) act/do
sales and price
nostalgia
Easy to Use
Types of Consumer Responses
2. Need Recognition--> Information Search --> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
Secondary Research
High Involvement
Experts
SMCR model
3. Taking a dangerous and fearful approach to a commercial
Low involvement
Influences on Consumer Decision making
bait and switch
fear
4. A disonest tatic where they lure a costemer for a bargain but then perswade them to buy something expensive
sales and price
Ethnographic research
bait and switch
Validity
5. Personnal attacks people do to discredit their ideas
Red Herrin
Need recognition
Flattery
name-calling
6. Claims directly - fully - and or clearly expressing something- the price - the main ingredients - number of items - etc.
Explicit
elitist appeal
Culture and Corporate Culture
snob appeal
7. May cover a more specific division of the company; focused on maximizing profit
fear
Business Plan
Functions of a Reference Group
special ingredients
8. Involves the researcher actually living the life of the people or group being studied.
ethos
Ethnographic research
claim
Internal Noise
9. Two-way communication; a dialogue or conversation
Interactive Communication
sense appeal
VALS
Influences on Consumer Decision making
10. 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
11. Meaningless or empty words that dont give specific details
High Involvement
Intensity
weasel words
Internal Noise
12. Advertisers realize that we like to feel important - so they tell us that their products will make us glamorous - sophisticated - or macho.
logos
Glamourous You
Quantitative research
bandwagon
13. Many products are nearly identical
Slippery Slope
unique claim
Glamourous You
Consumer research
14. A rhetorical question in which their really isnt an answer
rhetorical claim
Feedback
Advertising research
humor
15. Developed for a brand or product line and evaluated annually
Segmenting
Marketing Plan
pathos
endorsement
16. A process which outlines the important players and steps
rhetorical claim
The Mass Communication Approach
Don't Get Left Out
Glamourous You
17. Refers to lifestyle and psychological characteristics (activities - values - interest - attitudes - opinions)
Need recognition
Don't Get Left Out
sales and price
Psychographics
18. Most popular demographic used by advertisers
Age
Reference Group
Marketing Plan
Intensity
19. Intentionally do not finish a claim
Types of Segmentation
unfinished
special ingredients
Targeting
20. Research used to gather info about a particular market
Market research
sales and price
Desires that Successful Brands Satisfy
patriotisim
21. How individuals or groups select - purchase - use - or dispose of products - as well as the needs and wants that motivate these behaviors
Consumer Behavior
parental appeal
Warm and Fuzzy
testimonial
22. Using symbols to suggest an association with a positive influence
avant guard
Buzz Marketing
Symbols
transfer
23. Research that actually measures what it says it measures
diversion
Validity
Slippery Slope
Desires that Successful Brands Satisfy
24. People devoted to a particular brand. E.g. HOG;Harley Owners Group
product comparrision
sense appeal
Brand Communities
Segmenting
25. Builds trustworthyness/credability of product
price appeal
call to action
product comparrision
ethos
26. Delivers numerical data
card stacking
pathos
Quantitative research
The various ways to segment consumers
27. Cheap product that you can afford
Observation research
Valid advertising techniques
VALS
price appeal
28. Gives the illusion that if someone else has it then i should have it too
Advertising research
Niche Market
bandwagon
individuality
29. Claims that a product is a simple solution for your life (Using a specific brand will instantly make your life better.)
Strategic research
parental appeal
Simple Solution
Valid advertising techniques
30. Telling only positive things about something or someone - without giving evidence or facts
price appeal
individuality
glittering generality
card stacking
31. 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.)
card stacking
Slippery Slope
Niche Market
Interactive Communication
32. A type of testimonial to try to sell something because it is down-to-earth or easy to use
Market research
unfinished
Plain Folks
Feedback
33. Background research that uses available published info about a topic
Flattery
Secondary Research
nostalgia
games and activities
34. Where advertisers stress positive qualities and ignore negatives
glittering generality
External Noise
bandwagon
card stacking
35. Compile info about the product - the product category - competitors - and other details of the marketing environment
Market research
pathos
Experts
Neuromarketing
36. Personal behavior and how the behavior reflects the speed with which people are willing to try something new
SWOT analysis
Adaption Process
humor
parental appeal
37. 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
Intensity
bandwagon
Observation research
games and activities
38. Technique that uses sentimental images - sounds - and words (Using a cute teddy bear to sell your product.)
Reliability
patriotisim
Feedback
Warm and Fuzzy
39. Using superlatives (greatest - best - fastest) - comparatives (better - improved - increased) - and hyperbole to try to hype up the product
Intensity
claim
name-calling
fear
40. Use jokes or laughter to get you engaged in a commercial
patriotisim
humor
diversion
Ethnographic research
41. Values and Lifestyle system - which categorizes consumers according to psychological traits that correlate to purchasing behaviors
VALS
Reliability
Need recognition
Buzz Marketing
42. 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
Observation research
Intensity
Desires that Successful Brands Satisfy
Red Herrin
43. 1) Provide Info 2) Serve as a means of personal comparison 3) Offer guidance
Feedback
Advertising research
Consumer research
Functions of a Reference Group
44. People testifying about the value or quality of a product in order to sell it
claim
The Big Lie
Testimonials
Targeting
45. Sensory images to get you interested in their product
Easy to Use
Flattery
Targeting
sense appeal
46. Hinders the consumer's reception of the message - includes technical and socioeconomic trends that affect the reception of the message
Valid advertising techniques
External Noise
must have
The Mass Communication Approach
47. An appeal that deals with time - creates a sense of urgency
Consumer research
Kairos
ethos
Validity
48. 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
prizes - sweepstakes and gifts
Age
Culture and Corporate Culture
SMCR model
49. Identifying the group that might be the most profitable audience and the most likely to respond to marketing communication
Red Herrin
SWOT analysis
Influences on Consumer Decision making
Targeting
50. Telling you what to do---"Buy today!" - "Vote now!"
fear
Adaption Process
Flattery
call to action