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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. Need Recognition--> Information Search --> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
Adaption Process
Market research
must have
High Involvement
2. 1) Provide Info 2) Serve as a means of personal comparison 3) Offer guidance
Reliability
transfer
patriotisim
Functions of a Reference Group
3. Sensory images to get you interested in their product
logos
fear
sense appeal
Marketing Plan
4. Primary tool used to evaluate strengths - weaknesses - opportunities and threats
SWOT analysis
weasel words
patriotisim
Reference Group
5. Statistics percentages - and numbers to convince you that this product is better than something else
humor
facts and fiqures
Advertising research
Buzz Marketing
6. 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
glittering generality
Testimonials
games and activities
name-calling
7. A regular person using a product to show how good it is
testimonial
pathos
SWOT analysis
Strategic research
8. 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
Influences on Consumer Decision making
Primary Research
card stacking
Association
9. S- source/ sender (advertiser) M- coded message (agency) C- Channels of communication (media) R- Receiver (target audience)
SWOT analysis
facts and fiqures
Experts
SMCR model
10. Dividing the market into groups of people who have similar characteristics in certain key product related areas.
Segmenting
Validity
unfinished
endorsement
11. Advertisers realize that we like to feel important - so they tell us that their products will make us glamorous - sophisticated - or macho.
ethos
special ingredients
Glamourous You
Secondary Research
12. Uses a logical argument of fact to persuade you to buy the product
Flattery
Niche Market
logos
nostalgia
13. Using images and sounds to appeal to your senses: sight - touch - smell - etc.
sense appeal
logos
Valid advertising techniques
High Involvement
14. Two-way communication; a dialogue or conversation
Low involvement
Primary Research
Interactive Communication
Plain Folks
15. New brain- science approach to how people think
Neuromarketing
nostalgia
Targeting
Flattery
16. People devoted to a particular brand. E.g. HOG;Harley Owners Group
Affective advertising
VALS
sense appeal
Brand Communities
17. Delivers numerical data
Plain Folks
Quantitative research
Observation research
External Noise
18. More than an exaggeration or hype-tells a complete falsehood (The Energizer Battery can light up the entire town.)
Profiles
Observation research
The Big Lie
Advertising research
19. Advertising and marketing communication plan; outlines all of the communication activities needed to deliver on business and marketing objectives in terms of communication objectives
IMC plan
AIDA
Observation research
Primary Research
20. Advertisers assure us that their products are foolproof and easy to use.
facts and fiqures
Easy to Use
Glamourous You
elitist appeal
21. Using costumers fond memories to buy a product
name-calling
nostalgia
testimonial
Plain Folks
22. Focuses on all the elements of advertising
Warm and Fuzzy
External Noise
Functions of a Reference Group
Advertising research
23. Descriptions of the target audience that read like a description of someone you know.
parental appeal
VALS
nostalgia
Profiles
24. Background research that uses available published info about a topic
glittering generality
diversion
Campaign Plan
Secondary Research
25. Builds trustworthyness/credability of product
Bribery
External Noise
ethos
Targeting
26. The reaction the audience has to the message
facts and fiqures
Adaption Process
Feedback
sense appeal
27. Using a chance to win a prize to attract attention
SMCR model
fear
prizes - sweepstakes and gifts
Adaption Process
28. A belief that if you buy this product then your apart of an elite club
Marketing Plan
Ethnographic research
elitist appeal
Observation research
29. People testifying about the value or quality of a product in order to sell it
Red Herrin
SWOT analysis
Testimonials
Types of Consumer Responses
30. Compile info about the product - the product category - competitors - and other details of the marketing environment
card stacking
Buzz Marketing
Market research
Interactive Communication
31. A distraction from the real issue
Observation research
parental appeal
repitition
Red Herrin
32. Hinders the consumer's reception of the message - includes technical and socioeconomic trends that affect the reception of the message
External Noise
Plain Folks
Consumer research
games and activities
33. A type of testimonial - usually scientists - professors - and other professionals advocating for a product/idea
fact and figures
Profiles
card stacking
Experts
34. Repeating words or sounds
Quantitative research
repitition
VALS
price appeal
35. Claims that a product is a simple solution for your life (Using a specific brand will instantly make your life better.)
sense appeal
Simple Solution
Interactive Communication
fear
36. Values and Lifestyle system - which categorizes consumers according to psychological traits that correlate to purchasing behaviors
VALS
Culture and Corporate Culture
Plain Folks
Buzz Marketing
37. 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.)
Affective advertising
Functions of a Reference Group
Slippery Slope
Interactive Communication
38. If you use this product - you will be just like the people in the ad
transfer
Simple Solution
testimonial
Niche Market
39. Info that is collected for first from original sources
Strategic research
Association
Primary Research
Reliability
40. Developed for a brand or product line and evaluated annually
glittering generality
Marketing Plan
AIDA
card stacking
41. Connects to audience emotions to win them over to your product
pathos
sense appeal
endorsement
AIDA
42. Using test - statistics - or information that sounds scientific to prove that one product or person is better than another
Affective advertising
fact and figures
Secondary Research
Consumer Behavior
43. Refers to lifestyle and psychological characteristics (activities - values - interest - attitudes - opinions)
Simple Solution
Psychographics
Campaign Plan
Association
44. Tries to link a product - service or idea that is already desired by the target audience (Nike linked to victory.)
The Mass Communication Approach
Association
repitition
External Noise
45. Occurs when the consumer recognizes a need for a product
Need recognition
Plain Folks
diversion
prizes - sweepstakes and gifts
46. Attention - Interest - Desire - Action
Qualitative research
AIDA
Psychographics
Symbols
47. Identifying the group that might be the most profitable audience and the most likely to respond to marketing communication
Targeting
weasel words
SMCR model
Marketing Plan
48. Appeals to costumers disire to be different from everybody else
Consumer research
Functions of a Reference Group
sense appeal
individuality
49. A type of testimonial to try to sell something because it is down-to-earth or easy to use
humor
fact and figures
Plain Folks
Influences on Consumer Decision making
50. Cheap product that you can afford
Consumer Behavior
price appeal
Culture and Corporate Culture
glittering generality