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Test your basic knowledge |
Advertising Techniques
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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. Primary tool used to evaluate strengths - weaknesses - opportunities and threats
SWOT analysis
Primary Research
humor
unique claim
2. A regular person using a product to show how good it is
Don't Get Left Out
price appeal
Consumer research
testimonial
3. Background research that uses available published info about a topic
Reliability
Secondary Research
Buzz Marketing
The Mass Communication Approach
4. Research used to gather info about a particular market
Influences on Consumer Decision making
Bribery
snob appeal
Market research
5. Statistics percentages - and numbers to convince you that this product is better than something else
Easy to Use
logos
facts and fiqures
avant guard
6. An appeal that deals with time - creates a sense of urgency
Kairos
unique claim
The various ways to segment consumers
Observation research
7. A belief that if you buy this product then your apart of an elite club
Market research
Reliability
humor
elitist appeal
8. People devoted to a particular brand. E.g. HOG;Harley Owners Group
Slippery Slope
elitist appeal
unfinished
Brand Communities
9. A disonest tatic where they lure a costemer for a bargain but then perswade them to buy something expensive
nostalgia
Explicit
bait and switch
special ingredients
10. Uncovers critical info that becomes the basis for strategic planning
Low involvement
Strategic research
Reference Group
Functions of a Reference Group
11. Research that actually measures what it says it measures
Validity
Reliability
Segmenting
ethos
12. Many products are nearly identical
Low involvement
AIDA
unique claim
games and activities
13. Fiving us compliments to try to sell a product
Business Plan
Flattery
VALS
Symbols
14. Group of people you use as a model for behavior in specific situations
sense appeal
Advertising research
Reference Group
Explicit
15. Where advertisers stress positive qualities and ignore negatives
Bribery
card stacking
weasel words
nostalgia
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
unique claim
Valid advertising techniques
Buzz Marketing
Symbols
17. Use jokes or laughter to get you engaged in a commercial
SMCR model
humor
weasel words
Affective advertising
18. 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
Ethnographic research
AIDA
humor
games and activities
19. Identifying the group that might be the most profitable audience and the most likely to respond to marketing communication
Secondary Research
Feedback
Targeting
Experts
20. Demographic Segmentation - Life stage segmentation - Geographic Segmentation - Psychographic Segmentation - Behavioral Segmentation - Values and benefits based segmentation
Buzz Marketing
transfer
External Noise
Types of Segmentation
21. 1) see/hear 2) feel 3) think/understand 4) connect 5) believe 6) act/do
Culture and Corporate Culture
Types of Consumer Responses
Market research
Business Plan
22. Advertising and marketing communication plan; outlines all of the communication activities needed to deliver on business and marketing objectives in terms of communication objectives
product comparrision
elitist appeal
Explicit
IMC plan
23. New brain- science approach to how people think
Slippery Slope
special ingredients
humor
Neuromarketing
24. Claims that a product is a simple solution for your life (Using a specific brand will instantly make your life better.)
Desires that Successful Brands Satisfy
name-calling
Simple Solution
Feedback
25. Need Recognition--> Information Search --> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
Advertising research
sense appeal
High Involvement
testimonial
26. Using test - statistics - or information that sounds scientific to prove that one product or person is better than another
individuality
Red Herrin
repitition
fact and figures
27. Meaningless or empty words that dont give specific details
Age
bait and switch
weasel words
parental appeal
28. Descriptions of the target audience that read like a description of someone you know.
Profiles
must have
diversion
Brand Communities
29. A type of testimonial to try to sell something because it is down-to-earth or easy to use
claim
Kairos
Plain Folks
humor
30. Questions behavior of the consumer and quality of the product
patriotisim
parental appeal
Quantitative research
Qualitative research
31. Most popular demographic used by advertisers
Types of Segmentation
External Noise
Adaption Process
Age
32. A celeberty or famous fiqure that is endorcing a product
Quantitative research
SWOT analysis
Symbols
endorsement
33. 1)Divide them by type of market they represent B2B or B2C 2) Refer them to either as purchasers or customers - users - or influencers
games and activities
Advertising research
snob appeal
The various ways to segment consumers
34. More tightly focused on solving a particular marketing communication problem in a specified time.
Campaign Plan
Ethnographic research
SWOT analysis
Slippery Slope
35. Advertisers assure us that their products are foolproof and easy to use.
Interactive Communication
Easy to Use
sense appeal
rhetorical claim
36. Developed for a brand or product line and evaluated annually
card stacking
Interactive Communication
ethos
Marketing Plan
37. More than an exaggeration or hype-tells a complete falsehood (The Energizer Battery can light up the entire town.)
The Big Lie
rhetorical claim
name-calling
The various ways to segment consumers
38. Involves the researcher actually living the life of the people or group being studied.
card stacking
Feedback
Ethnographic research
diversion
39. Occurs when the consumer recognizes a need for a product
Don't Get Left Out
Need recognition
Neuromarketing
glittering generality
40. Personal factors that affect the reception of an advertisement - such as the receivers needs - language skills - purchase history - info-processing abilities and other personal factors
Internal Noise
logos
Targeting
External Noise
41. Informing you about how the product works or helps you
individuality
claim
Campaign Plan
The Mass Communication Approach
42. 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
facts and fiqures
Flattery
unique claim
43. A process which outlines the important players and steps
Qualitative research
The Mass Communication Approach
elitist appeal
Need recognition
44. Delivers numerical data
humor
Quantitative research
ethos
Brand Communities
45. Using symbols to suggest an association with a positive influence
diversion
Validity
pathos
Symbols
46. Appeals to costumers disire to be different from everybody else
SWOT analysis
parental appeal
individuality
call to action
47. Need recognition--> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
Interactive Communication
Low involvement
Easy to Use
ethos
48. Telling only positive things about something or someone - without giving evidence or facts
glittering generality
nostalgia
Quantitative research
games and activities
49. Compile info about the product - the product category - competitors - and other details of the marketing environment
Flattery
sense appeal
transfer
Market research
50. Taking a dangerous and fearful approach to a commercial
Campaign Plan
logos
fear
Consumer research
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