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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. Research that actually measures what it says it measures
must have
High Involvement
Validity
Desires that Successful Brands Satisfy
2. Using a chance to win a prize to attract attention
Affective advertising
prizes - sweepstakes and gifts
Interactive Communication
Validity
3. To show loyalty patriotisim to the country
sales and price
fact and figures
patriotisim
Red Herrin
4. A rhetorical question in which their really isnt an answer
Ethnographic research
unfinished
rhetorical claim
Glamourous You
5. Psychological- state of mind - needs - wants - satisfaction - personality Social/ Cultural- Culture - Social class - family - demographic Behavioral- Quantity usage - brand relationship innovation Market Segment- target audience Norms - Val
Functions of a Reference Group
Interactive Communication
Buzz Marketing
Influences on Consumer Decision making
6. Identifying the group that might be the most profitable audience and the most likely to respond to marketing communication
diversion
Consumer Behavior
Targeting
nostalgia
7. Occurs when the consumer recognizes a need for a product
claim
Need recognition
VALS
Experts
8. Dividing the market into groups of people who have similar characteristics in certain key product related areas.
Campaign Plan
Segmenting
Affective advertising
Validity
9. Informing you about how the product works or helps you
External Noise
price appeal
claim
The Mass Communication Approach
10. Cheap product that you can afford
price appeal
Intensity
product comparrision
facts and fiqures
11. Tries to persuade by promising to give us something else (Discounts - coupons - free gifts are examples.)
Don't Get Left Out
Bribery
rhetorical claim
bandwagon
12. Using symbols to suggest an association with a positive influence
Symbols
Segmenting
card stacking
Types of Consumer Responses
13. Need Recognition--> Information Search --> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
Consumer Behavior
High Involvement
Validity
Affective advertising
14. If you buy something you will be the first to have it
individuality
Influences on Consumer Decision making
Types of Consumer Responses
avant guard
15. A process which outlines the important players and steps
pathos
claim
The Mass Communication Approach
Easy to Use
16. Subsegments of a more general market.
Niche Market
Quantitative research
Association
fear
17. 1) see/hear 2) feel 3) think/understand 4) connect 5) believe 6) act/do
Types of Consumer Responses
rhetorical claim
Targeting
unique claim
18. Sensory images to get you interested in their product
sense appeal
Plain Folks
External Noise
testimonial
19. Claims directly - fully - and or clearly expressing something- the price - the main ingredients - number of items - etc.
Plain Folks
Validity
Explicit
Strategic research
20. Showing or announcing a discounted price can make a product look better
transfer
elitist appeal
Types of Segmentation
sales and price
21. Telling you what to do---"Buy today!" - "Vote now!"
Simple Solution
Business Plan
call to action
elitist appeal
22. Compares the product to its competetors
product comparrision
price appeal
Functions of a Reference Group
Types of Consumer Responses
23. Technique that uses sentimental images - sounds - and words (Using a cute teddy bear to sell your product.)
The Big Lie
Red Herrin
Warm and Fuzzy
Primary Research
24. 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.)
Consumer research
Slippery Slope
Strategic research
bait and switch
25. Meaningless or empty words that dont give specific details
Campaign Plan
fear
weasel words
bandwagon
26. Advertising and marketing communication plan; outlines all of the communication activities needed to deliver on business and marketing objectives in terms of communication objectives
Advertising research
IMC plan
games and activities
The various ways to segment consumers
27. Intentionally do not finish a claim
nostalgia
Kairos
elitist appeal
unfinished
28. Questions behavior of the consumer and quality of the product
humor
Experts
snob appeal
Qualitative research
29. Where advertisers stress positive qualities and ignore negatives
card stacking
Bribery
games and activities
Need recognition
30. Group of people you use as a model for behavior in specific situations
Adaption Process
Reference Group
must have
testimonial
31. New brain- science approach to how people think
snob appeal
Neuromarketing
Quantitative research
Intensity
32. Information (simple/direct) - Status - Peer Approval - Hero/Celebrity Endorsement - Sexual/Romantic Attraction - Entertainment - Intelligence - Independence - Unfinished Comparison - Guarantees - Scarcity - Perceptual Contrast - Scientific or Numeric
unique claim
ethos
Valid advertising techniques
Reference Group
33. Research used to gather info about a particular market
Qualitative research
sense appeal
Market research
Plain Folks
34. How individuals or groups select - purchase - use - or dispose of products - as well as the needs and wants that motivate these behaviors
Campaign Plan
Affective advertising
Consumer Behavior
must have
35. A message to the consumer about a brand. It gets attention and provides info - sometimes even a bit of entertainment
product comparrision
Affective advertising
Age
fear
36. 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
37. Info that is collected for first from original sources
Primary Research
Desires that Successful Brands Satisfy
logos
Ethnographic research
38. Descriptions of the target audience that read like a description of someone you know.
fact and figures
Red Herrin
Profiles
Niche Market
39. Many products are nearly identical
Explicit
unique claim
elitist appeal
Marketing Plan
40. Claims that a product is a simple solution for your life (Using a specific brand will instantly make your life better.)
Simple Solution
product comparrision
name-calling
Internal Noise
41. To affect parents and make them want to buy the product for their child
weasel words
unique claim
The various ways to segment consumers
parental appeal
42. Promoting a special ingredient may make you think the product works better than others
patriotisim
special ingredients
humor
Consumer Behavior
43. S- source/ sender (advertiser) M- coded message (agency) C- Channels of communication (media) R- Receiver (target audience)
Ethnographic research
Easy to Use
SMCR model
Primary Research
44. Identifies people who are in the market for the product
sense appeal
Explicit
Psychographics
Consumer research
45. Uses a logical argument of fact to persuade you to buy the product
card stacking
bait and switch
logos
Interactive Communication
46. Indication of an important trend in marketing that is moving beyond two-way communication
Functions of a Reference Group
Buzz Marketing
games and activities
special ingredients
47. Most popular demographic used by advertisers
glittering generality
Age
Advertising research
humor
48. Need recognition--> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
The Mass Communication Approach
Low involvement
Strategic research
rhetorical claim
49. An appeal that deals with time - creates a sense of urgency
Bribery
Marketing Plan
Kairos
Segmenting
50. A regular person using a product to show how good it is
Market research
Marketing Plan
testimonial
pathos