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Test your basic knowledge |
Advertising Techniques
Start Test
Study First
Subject
:
business-skills
Instructions:
Answer 50 questions in 15 minutes.
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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. Delivers numerical data
Consumer Behavior
Quantitative research
diversion
unfinished
2. Uses a logical argument of fact to persuade you to buy the product
Reference Group
logos
Consumer research
Valid advertising techniques
3. Attention - Interest - Desire - Action
External Noise
fear
Ethnographic research
AIDA
4. Use jokes or laughter to get you engaged in a commercial
Quantitative research
sense appeal
Symbols
humor
5. Advertising and marketing communication plan; outlines all of the communication activities needed to deliver on business and marketing objectives in terms of communication objectives
price appeal
IMC plan
SMCR model
sales and price
6. Refers to lifestyle and psychological characteristics (activities - values - interest - attitudes - opinions)
Valid advertising techniques
The Big Lie
Psychographics
Campaign Plan
7. More than an exaggeration or hype-tells a complete falsehood (The Energizer Battery can light up the entire town.)
Types of Consumer Responses
Culture and Corporate Culture
The Big Lie
Warm and Fuzzy
8. Promoting a special ingredient may make you think the product works better than others
Glamourous You
special ingredients
sense appeal
Affective advertising
9. People devoted to a particular brand. E.g. HOG;Harley Owners Group
Age
AIDA
Brand Communities
parental appeal
10. Suggesting that you must have the product to be happy - popular or satisfied
Campaign Plan
Low involvement
Flattery
must have
11. S- source/ sender (advertiser) M- coded message (agency) C- Channels of communication (media) R- Receiver (target audience)
SMCR model
Primary Research
Interactive Communication
Feedback
12. 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
Valid advertising techniques
Culture and Corporate Culture
Types of Consumer Responses
Warm and Fuzzy
13. Personnal attacks people do to discredit their ideas
card stacking
Red Herrin
External Noise
name-calling
14. Descriptions of the target audience that read like a description of someone you know.
Profiles
unfinished
Strategic research
Symbols
15. A celeberty or famous fiqure that is endorcing a product
elitist appeal
logos
Profiles
endorsement
16. Info that is collected for first from original sources
Easy to Use
Primary Research
humor
External Noise
17. Advertisers realize that we like to feel important - so they tell us that their products will make us glamorous - sophisticated - or macho.
The Mass Communication Approach
SMCR model
Culture and Corporate Culture
Glamourous You
18. Draws away from a negative feature they ushually hide it with good stuff
Culture and Corporate Culture
price appeal
Low involvement
diversion
19. Personal behavior and how the behavior reflects the speed with which people are willing to try something new
rhetorical claim
Adaption Process
facts and fiqures
Ethnographic research
20. Telling you what to do---"Buy today!" - "Vote now!"
Reliability
Psychographics
Bribery
call to action
21. Claims directly - fully - and or clearly expressing something- the price - the main ingredients - number of items - etc.
card stacking
Explicit
Intensity
sense appeal
22. Identifying the group that might be the most profitable audience and the most likely to respond to marketing communication
SWOT analysis
IMC plan
Targeting
humor
23. Focuses on all the elements of advertising
Advertising research
endorsement
Qualitative research
sales and price
24. You can run the test over and over and get the same answer
Types of Consumer Responses
Warm and Fuzzy
Flattery
Reliability
25. Sensory images to get you interested in their product
avant guard
Association
must have
sense appeal
26. Taking a dangerous and fearful approach to a commercial
External Noise
bandwagon
fear
nostalgia
27. Need Recognition--> Information Search --> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
Internal Noise
The Mass Communication Approach
High Involvement
Types of Segmentation
28. Background research that uses available published info about a topic
Glamourous You
Niche Market
Secondary Research
Marketing Plan
29. Group of people you use as a model for behavior in specific situations
repitition
Reference Group
Types of Segmentation
Testimonials
30. 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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31. A message to the consumer about a brand. It gets attention and provides info - sometimes even a bit of entertainment
Feedback
Intensity
Affective advertising
elitist appeal
32. May cover a more specific division of the company; focused on maximizing profit
The various ways to segment consumers
games and activities
Business Plan
parental appeal
33. How individuals or groups select - purchase - use - or dispose of products - as well as the needs and wants that motivate these behaviors
Primary Research
Don't Get Left Out
Niche Market
Consumer Behavior
34. 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!)
special ingredients
snob appeal
Misleading and unethical advertisong techniques
Consumer Behavior
35. Using superlatives (greatest - best - fastest) - comparatives (better - improved - increased) - and hyperbole to try to hype up the product
Intensity
unique claim
Adaption Process
Segmenting
36. To affect parents and make them want to buy the product for their child
Red Herrin
parental appeal
logos
Market research
37. Cheap product that you can afford
Adaption Process
price appeal
avant guard
facts and fiqures
38. Using costumers fond memories to buy a product
nostalgia
bandwagon
Secondary Research
special ingredients
39. A belief that if you buy this product then your apart of an elite club
Campaign Plan
elitist appeal
endorsement
Internal Noise
40. Involves the researcher actually living the life of the people or group being studied.
Ethnographic research
special ingredients
humor
The Big Lie
41. Uncovers critical info that becomes the basis for strategic planning
Segmenting
Strategic research
Business Plan
Market research
42. Showing or announcing a discounted price can make a product look better
Experts
glittering generality
sales and price
bait and switch
43. 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
Don't Get Left Out
Easy to Use
special ingredients
Influences on Consumer Decision making
44. Occurs when the consumer recognizes a need for a product
Need recognition
fact and figures
Advertising research
External Noise
45. 1) see/hear 2) feel 3) think/understand 4) connect 5) believe 6) act/do
External Noise
Interactive Communication
The various ways to segment consumers
Types of Consumer Responses
46. Appeals to costumers disire to be different from everybody else
individuality
bandwagon
Internal Noise
Types of Segmentation
47. Using images and sounds to appeal to your senses: sight - touch - smell - etc.
must have
SMCR model
fact and figures
sense appeal
48. People testifying about the value or quality of a product in order to sell it
Testimonials
Glamourous You
Plain Folks
unfinished
49. Most popular demographic used by advertisers
Age
elitist appeal
repitition
The Big Lie
50. Compile info about the product - the product category - competitors - and other details of the marketing environment
Market research
Observation research
Adaption Process
name-calling
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