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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
fact and figures
Secondary Research
Brand Communities
patriotisim
2. People testifying about the value or quality of a product in order to sell it
Intensity
Consumer Behavior
Kairos
Testimonials
3. Most popular demographic used by advertisers
unique claim
Age
elitist appeal
Strategic research
4. Intentionally do not finish a claim
Association
unfinished
testimonial
repitition
5. A message to the consumer about a brand. It gets attention and provides info - sometimes even a bit of entertainment
Experts
Desires that Successful Brands Satisfy
Interactive Communication
Affective advertising
6. Technique that uses sentimental images - sounds - and words (Using a cute teddy bear to sell your product.)
Warm and Fuzzy
claim
card stacking
Simple Solution
7. Delivers numerical data
Quantitative research
Glamourous You
Easy to Use
Plain Folks
8. A rhetorical question in which their really isnt an answer
Internal Noise
rhetorical claim
SMCR model
bandwagon
9. Sensory images to get you interested in their product
facts and fiqures
The Mass Communication Approach
sense appeal
Advertising research
10. Tries to persuade by promising to give us something else (Discounts - coupons - free gifts are examples.)
Bribery
unfinished
Flattery
pathos
11. 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!)
parental appeal
Misleading and unethical advertisong techniques
The Big Lie
High Involvement
12. Uncovers critical info that becomes the basis for strategic planning
name-calling
Culture and Corporate Culture
Strategic research
special ingredients
13. More tightly focused on solving a particular marketing communication problem in a specified time.
Flattery
Campaign Plan
fact and figures
Warm and Fuzzy
14. Descriptions of the target audience that read like a description of someone you know.
Symbols
Profiles
SMCR model
nostalgia
15. You can run the test over and over and get the same answer
Buzz Marketing
Simple Solution
Reliability
Glamourous You
16. Advertisers realize that we like to feel important - so they tell us that their products will make us glamorous - sophisticated - or macho.
Primary Research
Glamourous You
Adaption Process
Consumer Behavior
17. Attention - Interest - Desire - Action
repitition
Red Herrin
AIDA
Qualitative research
18. Info that is collected for first from original sources
Influences on Consumer Decision making
Primary Research
External Noise
Qualitative research
19. 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.)
Slippery Slope
SMCR model
Observation research
Kairos
20. A regular person using a product to show how good it is
Warm and Fuzzy
unique claim
product comparrision
testimonial
21. May cover a more specific division of the company; focused on maximizing profit
Niche Market
unfinished
Business Plan
The Big Lie
22. Need recognition--> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
Low involvement
transfer
Kairos
Strategic research
23. Group of people you use as a model for behavior in specific situations
Reference Group
Kairos
logos
Secondary Research
24. Subsegments of a more general market.
Niche Market
Red Herrin
Culture and Corporate Culture
endorsement
25. Need Recognition--> Information Search --> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
transfer
must have
High Involvement
External Noise
26. Appeals to costumers disire to be different from everybody else
individuality
Psychographics
Valid advertising techniques
Types of Consumer Responses
27. More than an exaggeration or hype-tells a complete falsehood (The Energizer Battery can light up the entire town.)
The Big Lie
Testimonials
Intensity
VALS
28. Uses a logical argument of fact to persuade you to buy the product
bandwagon
Intensity
humor
logos
29. Gives the illusion that if someone else has it then i should have it too
Valid advertising techniques
individuality
elitist appeal
bandwagon
30. Hinders the consumer's reception of the message - includes technical and socioeconomic trends that affect the reception of the message
Affective advertising
fact and figures
External Noise
pathos
31. Personnal attacks people do to discredit their ideas
special ingredients
Segmenting
Functions of a Reference Group
name-calling
32. Suggesting that you must have the product to be happy - popular or satisfied
must have
Secondary Research
Market research
logos
33. Statistics percentages - and numbers to convince you that this product is better than something else
facts and fiqures
games and activities
Plain Folks
logos
34. An appeal that deals with time - creates a sense of urgency
Feedback
VALS
unfinished
Kairos
35. Demographic Segmentation - Life stage segmentation - Geographic Segmentation - Psychographic Segmentation - Behavioral Segmentation - Values and benefits based segmentation
Types of Segmentation
SMCR model
weasel words
Reference Group
36. Showing or announcing a discounted price can make a product look better
sales and price
Observation research
Internal Noise
Functions of a Reference Group
37. 1)Divide them by type of market they represent B2B or B2C 2) Refer them to either as purchasers or customers - users - or influencers
Warm and Fuzzy
Campaign Plan
The various ways to segment consumers
Primary Research
38. Telling only positive things about something or someone - without giving evidence or facts
glittering generality
repitition
Campaign Plan
Glamourous You
39. Research used to gather info about a particular market
pathos
Internal Noise
rhetorical claim
Market research
40. Refers to lifestyle and psychological characteristics (activities - values - interest - attitudes - opinions)
unique claim
facts and fiqures
Association
Psychographics
41. Using symbols to suggest an association with a positive influence
Symbols
humor
Strategic research
Affective advertising
42. 1) see/hear 2) feel 3) think/understand 4) connect 5) believe 6) act/do
Advertising research
Types of Consumer Responses
Quantitative research
Glamourous You
43. A type of testimonial to try to sell something because it is down-to-earth or easy to use
Desires that Successful Brands Satisfy
Plain Folks
Slippery Slope
name-calling
44. Cheap product that you can afford
Interactive Communication
Warm and Fuzzy
price appeal
Affective advertising
45. Advertisers assure us that their products are foolproof and easy to use.
Interactive Communication
Neuromarketing
Simple Solution
Easy to Use
46. A belief that if you buy this product then your apart of an elite club
glittering generality
pathos
elitist appeal
games and activities
47. Claims that a product is a simple solution for your life (Using a specific brand will instantly make your life better.)
sense appeal
sales and price
Marketing Plan
Simple Solution
48. Suggesting that association with a person or product can make you special
glittering generality
unique claim
The Mass Communication Approach
snob appeal
49. Involves the researcher actually living the life of the people or group being studied.
Ethnographic research
Influences on Consumer Decision making
Desires that Successful Brands Satisfy
Consumer research
50. Meaningless or empty words that dont give specific details
VALS
must have
weasel words
Consumer research