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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. A regular person using a product to show how good it is
testimonial
Age
Symbols
Secondary Research
2. 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
Desires that Successful Brands Satisfy
Segmenting
Influences on Consumer Decision making
unique claim
3. Technique that uses sentimental images - sounds - and words (Using a cute teddy bear to sell your product.)
SWOT analysis
elitist appeal
Warm and Fuzzy
prizes - sweepstakes and gifts
4. Indication of an important trend in marketing that is moving beyond two-way communication
Buzz Marketing
SWOT analysis
Age
prizes - sweepstakes and gifts
5. If you use this product - you will be just like the people in the ad
transfer
diversion
External Noise
Age
6. Identifying the group that might be the most profitable audience and the most likely to respond to marketing communication
Reference Group
Kairos
Targeting
IMC plan
7. Tries to link a product - service or idea that is already desired by the target audience (Nike linked to victory.)
Plain Folks
Explicit
Desires that Successful Brands Satisfy
Association
8. To affect parents and make them want to buy the product for their child
individuality
parental appeal
Don't Get Left Out
Ethnographic research
9. Advertisers realize that we like to feel important - so they tell us that their products will make us glamorous - sophisticated - or macho.
Glamourous You
sales and price
SWOT analysis
Don't Get Left Out
10. Subsegments of a more general market.
price appeal
call to action
Niche Market
fear
11. Questions behavior of the consumer and quality of the product
Slippery Slope
unfinished
Flattery
Qualitative research
12. Appeals to costumers disire to be different from everybody else
Observation research
product comparrision
individuality
The Big Lie
13. Use jokes or laughter to get you engaged in a commercial
sense appeal
snob appeal
humor
The various ways to segment consumers
14. Where advertisers stress positive qualities and ignore negatives
bandwagon
Bribery
card stacking
patriotisim
15. You can run the test over and over and get the same answer
price appeal
Marketing Plan
Reliability
External Noise
16. 1) Provide Info 2) Serve as a means of personal comparison 3) Offer guidance
Functions of a Reference Group
Brand Communities
SMCR model
The various ways to segment consumers
17. Builds trustworthyness/credability of product
ethos
unique claim
Advertising research
Bribery
18. Personal behavior and how the behavior reflects the speed with which people are willing to try something new
Adaption Process
Age
The Mass Communication Approach
Red Herrin
19. Intentionally do not finish a claim
call to action
unfinished
Consumer research
Desires that Successful Brands Satisfy
20. A belief that if you buy this product then your apart of an elite club
elitist appeal
Slippery Slope
sales and price
unfinished
21. Values and Lifestyle system - which categorizes consumers according to psychological traits that correlate to purchasing behaviors
Red Herrin
IMC plan
VALS
weasel words
22. Meaningless or empty words that dont give specific details
bait and switch
weasel words
pathos
Easy to Use
23. Advertisers assure us that their products are foolproof and easy to use.
Testimonials
nostalgia
Marketing Plan
Easy to Use
24. Using costumers fond memories to buy a product
SMCR model
The Big Lie
nostalgia
bait and switch
25. S- source/ sender (advertiser) M- coded message (agency) C- Channels of communication (media) R- Receiver (target audience)
Red Herrin
avant guard
SMCR model
individuality
26. Focuses on all the elements of advertising
Advertising research
call to action
The Big Lie
Primary Research
27. Attention - Interest - Desire - Action
Reliability
AIDA
snob appeal
sense appeal
28. Identifies people who are in the market for the product
SMCR model
Influences on Consumer Decision making
Consumer research
Testimonials
29. Using images and sounds to appeal to your senses: sight - touch - smell - etc.
sense appeal
Feedback
Adaption Process
Simple Solution
30. Hinders the consumer's reception of the message - includes technical and socioeconomic trends that affect the reception of the message
sense appeal
games and activities
Intensity
External Noise
31. Tries to persuade by promising to give us something else (Discounts - coupons - free gifts are examples.)
name-calling
Bribery
Profiles
Quantitative research
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
rhetorical claim
Kairos
Valid advertising techniques
High Involvement
33. Uses a logical argument of fact to persuade you to buy the product
logos
Functions of a Reference Group
Experts
Reliability
34. Claims that a product is a simple solution for your life (Using a specific brand will instantly make your life better.)
Market research
name-calling
sense appeal
Simple Solution
35. Sensory images to get you interested in their product
pathos
Market research
sense appeal
Culture and Corporate Culture
36. 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
Kairos
Qualitative research
fear
37. Involves the researcher actually living the life of the people or group being studied.
Ethnographic research
Low involvement
sense appeal
elitist appeal
38. People devoted to a particular brand. E.g. HOG;Harley Owners Group
AIDA
testimonial
Age
Brand Communities
39. Info that is collected for first from original sources
SWOT analysis
Primary Research
must have
card stacking
40. A message to the consumer about a brand. It gets attention and provides info - sometimes even a bit of entertainment
Affective advertising
Neuromarketing
Influences on Consumer Decision making
bait and switch
41. Personnal attacks people do to discredit their ideas
Profiles
name-calling
Interactive Communication
must have
42. 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
games and activities
Profiles
Association
fear
43. Need recognition--> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
Functions of a Reference Group
call to action
Low involvement
pathos
44. Connects to audience emotions to win them over to your product
individuality
pathos
IMC plan
Flattery
45. Occurs when the consumer recognizes a need for a product
Brand Communities
Need recognition
Explicit
Experts
46. An appeal that deals with time - creates a sense of urgency
Psychographics
Culture and Corporate Culture
sense appeal
Kairos
47. Two-way communication; a dialogue or conversation
Flattery
rhetorical claim
Interactive Communication
Business Plan
48. 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
Functions of a Reference Group
Internal Noise
SMCR model
transfer
49. 1)Divide them by type of market they represent B2B or B2C 2) Refer them to either as purchasers or customers - users - or influencers
testimonial
ethos
Kairos
The various ways to segment consumers
50. Descriptions of the target audience that read like a description of someone you know.
bait and switch
Reference Group
Low involvement
Profiles