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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. Questions behavior of the consumer and quality of the product
rhetorical claim
Qualitative research
Business Plan
individuality
2. Taking a dangerous and fearful approach to a commercial
fear
Business Plan
endorsement
AIDA
3. 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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4. Compile info about the product - the product category - competitors - and other details of the marketing environment
card stacking
Market research
Easy to Use
Marketing Plan
5. To affect parents and make them want to buy the product for their child
Testimonials
parental appeal
call to action
Need recognition
6. Most popular demographic used by advertisers
nostalgia
Association
Age
claim
7. Group of people you use as a model for behavior in specific situations
Reference Group
Brand Communities
Low involvement
Symbols
8. Subsegments of a more general market.
AIDA
call to action
avant guard
Niche Market
9. Uses a logical argument of fact to persuade you to buy the product
Ethnographic research
logos
individuality
games and activities
10. If you use this product - you will be just like the people in the ad
Easy to Use
transfer
fear
Observation research
11. 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
Business Plan
Culture and Corporate Culture
patriotisim
VALS
12. Claims directly - fully - and or clearly expressing something- the price - the main ingredients - number of items - etc.
Functions of a Reference Group
Explicit
Ethnographic research
Campaign Plan
13. A type of testimonial - usually scientists - professors - and other professionals advocating for a product/idea
fear
Secondary Research
Experts
Easy to Use
14. Sensory images to get you interested in their product
sense appeal
Niche Market
Business Plan
The various ways to segment consumers
15. Indication of an important trend in marketing that is moving beyond two-way communication
Primary Research
VALS
Targeting
Buzz Marketing
16. Using costumers fond memories to buy a product
sense appeal
endorsement
Consumer Behavior
nostalgia
17. Using test - statistics - or information that sounds scientific to prove that one product or person is better than another
Ethnographic research
fact and figures
Glamourous You
Validity
18. Gives the illusion that if someone else has it then i should have it too
bandwagon
Low involvement
fact and figures
VALS
19. Research that actually measures what it says it measures
Validity
Observation research
Low involvement
elitist appeal
20. Dividing the market into groups of people who have similar characteristics in certain key product related areas.
Consumer Behavior
Functions of a Reference Group
Primary Research
Segmenting
21. May cover a more specific division of the company; focused on maximizing profit
games and activities
Bribery
Quantitative research
Business Plan
22. Two-way communication; a dialogue or conversation
diversion
External Noise
Interactive Communication
Easy to Use
23. Developed for a brand or product line and evaluated annually
Consumer Behavior
Marketing Plan
Buzz Marketing
individuality
24. Using a chance to win a prize to attract attention
Culture and Corporate Culture
High Involvement
prizes - sweepstakes and gifts
snob appeal
25. Uncovers critical info that becomes the basis for strategic planning
Strategic research
Interactive Communication
Types of Consumer Responses
Flattery
26. Using superlatives (greatest - best - fastest) - comparatives (better - improved - increased) - and hyperbole to try to hype up the product
Market research
transfer
Internal Noise
Intensity
27. Telling only positive things about something or someone - without giving evidence or facts
glittering generality
Experts
Culture and Corporate Culture
Segmenting
28. Demographic Segmentation - Life stage segmentation - Geographic Segmentation - Psychographic Segmentation - Behavioral Segmentation - Values and benefits based segmentation
Secondary Research
Types of Segmentation
SMCR model
Market research
29. Telling you what to do---"Buy today!" - "Vote now!"
call to action
fact and figures
Psychographics
Reliability
30. S- source/ sender (advertiser) M- coded message (agency) C- Channels of communication (media) R- Receiver (target audience)
sense appeal
The various ways to segment consumers
Intensity
SMCR model
31. A rhetorical question in which their really isnt an answer
Misleading and unethical advertisong techniques
rhetorical claim
Influences on Consumer Decision making
Segmenting
32. 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!)
Influences on Consumer Decision making
Easy to Use
Segmenting
Misleading and unethical advertisong techniques
33. 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
Don't Get Left Out
repitition
Brand Communities
Desires that Successful Brands Satisfy
34. A distraction from the real issue
Market research
nostalgia
Red Herrin
Marketing Plan
35. Intentionally do not finish a claim
The various ways to segment consumers
ethos
unfinished
repitition
36. Refers to lifestyle and psychological characteristics (activities - values - interest - attitudes - opinions)
Low involvement
Reference Group
Psychographics
unfinished
37. Information (simple/direct) - Status - Peer Approval - Hero/Celebrity Endorsement - Sexual/Romantic Attraction - Entertainment - Intelligence - Independence - Unfinished Comparison - Guarantees - Scarcity - Perceptual Contrast - Scientific or Numeric
pathos
Valid advertising techniques
name-calling
SMCR model
38. A disonest tatic where they lure a costemer for a bargain but then perswade them to buy something expensive
bait and switch
Strategic research
Reference Group
logos
39. Records behaviors of consumers when exposed to product
Observation research
Culture and Corporate Culture
Valid advertising techniques
Types of Segmentation
40. Compares the product to its competetors
The Mass Communication Approach
Validity
product comparrision
prizes - sweepstakes and gifts
41. Need Recognition--> Information Search --> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
SMCR model
Campaign Plan
Market research
High Involvement
42. Meaningless or empty words that dont give specific details
weasel words
Desires that Successful Brands Satisfy
testimonial
VALS
43. 1) Provide Info 2) Serve as a means of personal comparison 3) Offer guidance
unique claim
Functions of a Reference Group
Ethnographic research
Affective advertising
44. Tries to link a product - service or idea that is already desired by the target audience (Nike linked to victory.)
Association
games and activities
product comparrision
Buzz Marketing
45. Suggesting that you must have the product to be happy - popular or satisfied
Misleading and unethical advertisong techniques
Slippery Slope
must have
humor
46. Info that is collected for first from original sources
Primary Research
Profiles
SMCR model
Kairos
47. Background research that uses available published info about a topic
Secondary Research
Market research
VALS
sales and price
48. Descriptions of the target audience that read like a description of someone you know.
Profiles
Consumer Behavior
sales and price
Qualitative research
49. New brain- science approach to how people think
Neuromarketing
facts and fiqures
Plain Folks
Experts
50. 1)Divide them by type of market they represent B2B or B2C 2) Refer them to either as purchasers or customers - users - or influencers
Strategic research
The Big Lie
The various ways to segment consumers
unfinished
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