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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. 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
transfer
Buzz Marketing
Desires that Successful Brands Satisfy
Consumer Behavior
2. 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
3. Using test - statistics - or information that sounds scientific to prove that one product or person is better than another
fact and figures
Qualitative research
Profiles
Experts
4. To affect parents and make them want to buy the product for their child
Functions of a Reference Group
diversion
parental appeal
prizes - sweepstakes and gifts
5. Using symbols to suggest an association with a positive influence
Symbols
VALS
Primary Research
humor
6. Tries to link a product - service or idea that is already desired by the target audience (Nike linked to victory.)
Kairos
Association
The Mass Communication Approach
Explicit
7. Personnal attacks people do to discredit their ideas
name-calling
Campaign Plan
prizes - sweepstakes and gifts
Bribery
8. Focuses on all the elements of advertising
Reliability
Advertising research
Campaign Plan
avant guard
9. Advertisers realize that we like to feel important - so they tell us that their products will make us glamorous - sophisticated - or macho.
product comparrision
Slippery Slope
Glamourous You
Adaption Process
10. Info that is collected for first from original sources
Primary Research
AIDA
Market research
Red Herrin
11. More tightly focused on solving a particular marketing communication problem in a specified time.
Functions of a Reference Group
Campaign Plan
Bribery
The Mass Communication Approach
12. A belief that if you buy this product then your apart of an elite club
Valid advertising techniques
logos
Internal Noise
elitist appeal
13. 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
Advertising research
Don't Get Left Out
Adaption Process
Influences on Consumer Decision making
14. A type of testimonial - usually scientists - professors - and other professionals advocating for a product/idea
Experts
Consumer research
pathos
AIDA
15. Intentionally do not finish a claim
unfinished
games and activities
bandwagon
facts and fiqures
16. Promoting a special ingredient may make you think the product works better than others
The Mass Communication Approach
special ingredients
product comparrision
name-calling
17. May cover a more specific division of the company; focused on maximizing profit
Business Plan
logos
nostalgia
endorsement
18. Group of people you use as a model for behavior in specific situations
Strategic research
Reference Group
Symbols
ethos
19. Suggesting that association with a person or product can make you special
Secondary Research
snob appeal
parental appeal
facts and fiqures
20. Using costumers fond memories to buy a product
Market research
nostalgia
bandwagon
Testimonials
21. Many products are nearly identical
unique claim
Consumer Behavior
price appeal
sense appeal
22. Indication of an important trend in marketing that is moving beyond two-way communication
Influences on Consumer Decision making
Intensity
Buzz Marketing
VALS
23. Taking a dangerous and fearful approach to a commercial
sense appeal
VALS
fear
Secondary Research
24. 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
Don't Get Left Out
Interactive Communication
Observation research
25. People devoted to a particular brand. E.g. HOG;Harley Owners Group
sense appeal
Profiles
call to action
Brand Communities
26. 1)Divide them by type of market they represent B2B or B2C 2) Refer them to either as purchasers or customers - users - or influencers
The various ways to segment consumers
IMC plan
individuality
prizes - sweepstakes and gifts
27. A message to the consumer about a brand. It gets attention and provides info - sometimes even a bit of entertainment
Influences on Consumer Decision making
Testimonials
Affective advertising
The Mass Communication Approach
28. A disonest tatic where they lure a costemer for a bargain but then perswade them to buy something expensive
Market research
price appeal
High Involvement
bait and switch
29. Repeating words or sounds
product comparrision
endorsement
Consumer Behavior
repitition
30. 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
Reliability
games and activities
Market research
Business Plan
31. Identifying the group that might be the most profitable audience and the most likely to respond to marketing communication
Brand Communities
External Noise
Targeting
Campaign Plan
32. Uncovers critical info that becomes the basis for strategic planning
Primary Research
Strategic research
SWOT analysis
unique claim
33. A process which outlines the important players and steps
Intensity
SWOT analysis
The Mass Communication Approach
Ethnographic research
34. Occurs when the consumer recognizes a need for a product
sales and price
sense appeal
Age
Need recognition
35. Need recognition--> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
Valid advertising techniques
Affective advertising
Low involvement
bait and switch
36. Most popular demographic used by advertisers
Age
must have
facts and fiqures
Experts
37. Claims directly - fully - and or clearly expressing something- the price - the main ingredients - number of items - etc.
Explicit
Quantitative research
AIDA
Profiles
38. Uses a logical argument of fact to persuade you to buy the product
Association
Kairos
Low involvement
logos
39. Demographic Segmentation - Life stage segmentation - Geographic Segmentation - Psychographic Segmentation - Behavioral Segmentation - Values and benefits based segmentation
Quantitative research
Types of Segmentation
Qualitative research
Buzz Marketing
40. Fiving us compliments to try to sell a product
Valid advertising techniques
Flattery
price appeal
Reliability
41. Hinders the consumer's reception of the message - includes technical and socioeconomic trends that affect the reception of the message
External Noise
Reliability
Validity
Ethnographic research
42. How individuals or groups select - purchase - use - or dispose of products - as well as the needs and wants that motivate these behaviors
Types of Segmentation
Consumer Behavior
Easy to Use
snob appeal
43. 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!)
prizes - sweepstakes and gifts
High Involvement
Misleading and unethical advertisong techniques
unique claim
44. Information (simple/direct) - Status - Peer Approval - Hero/Celebrity Endorsement - Sexual/Romantic Attraction - Entertainment - Intelligence - Independence - Unfinished Comparison - Guarantees - Scarcity - Perceptual Contrast - Scientific or Numeric
name-calling
External Noise
Reliability
Valid advertising techniques
45. Cheap product that you can afford
price appeal
Brand Communities
avant guard
nostalgia
46. Where advertisers stress positive qualities and ignore negatives
Quantitative research
product comparrision
card stacking
IMC plan
47. 1) see/hear 2) feel 3) think/understand 4) connect 5) believe 6) act/do
Primary Research
Campaign Plan
elitist appeal
Types of Consumer Responses
48. Two-way communication; a dialogue or conversation
Neuromarketing
Interactive Communication
bandwagon
price appeal
49. People testifying about the value or quality of a product in order to sell it
Testimonials
Segmenting
Primary Research
Buzz Marketing
50. 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.)
Business Plan
Slippery Slope
Interactive Communication
sense appeal