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Test your basic knowledge |
Advertising Techniques
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Subject
:
business-skills
Instructions:
Answer 50 questions in 15 minutes.
If you are not ready to take this test, you can
study here
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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. A type of testimonial - usually scientists - professors - and other professionals advocating for a product/idea
Experts
IMC plan
testimonial
Secondary Research
2. Research that actually measures what it says it measures
Validity
Affective advertising
Red Herrin
Feedback
3. People devoted to a particular brand. E.g. HOG;Harley Owners Group
Profiles
Functions of a Reference Group
Brand Communities
Business Plan
4. Records behaviors of consumers when exposed to product
Observation research
Marketing Plan
Profiles
SWOT analysis
5. The reaction the audience has to the message
Feedback
humor
Kairos
The various ways to segment consumers
6. 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!)
Market research
Misleading and unethical advertisong techniques
Reference Group
Segmenting
7. How individuals or groups select - purchase - use - or dispose of products - as well as the needs and wants that motivate these behaviors
Consumer Behavior
testimonial
diversion
fear
8. Using superlatives (greatest - best - fastest) - comparatives (better - improved - increased) - and hyperbole to try to hype up the product
call to action
Reliability
Intensity
Flattery
9. Meaningless or empty words that dont give specific details
Types of Consumer Responses
bandwagon
special ingredients
weasel words
10. Many products are nearly identical
product comparrision
Experts
unique claim
Symbols
11. Hinders the consumer's reception of the message - includes technical and socioeconomic trends that affect the reception of the message
External Noise
Influences on Consumer Decision making
Advertising research
testimonial
12. 1) see/hear 2) feel 3) think/understand 4) connect 5) believe 6) act/do
Types of Consumer Responses
sense appeal
special ingredients
The various ways to segment consumers
13. Cheap product that you can afford
Psychographics
bait and switch
price appeal
Red Herrin
14. Statistics percentages - and numbers to convince you that this product is better than something else
fear
High Involvement
facts and fiqures
Reference Group
15. Builds trustworthyness/credability of product
Don't Get Left Out
ethos
Targeting
Bribery
16. A regular person using a product to show how good it is
testimonial
Don't Get Left Out
fact and figures
Profiles
17. 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
IMC plan
Low involvement
The various ways to segment consumers
18. Questions behavior of the consumer and quality of the product
Qualitative research
Age
IMC plan
Consumer Behavior
19. More tightly focused on solving a particular marketing communication problem in a specified time.
Campaign Plan
Don't Get Left Out
Explicit
Association
20. Technique that uses sentimental images - sounds - and words (Using a cute teddy bear to sell your product.)
nostalgia
Adaption Process
Warm and Fuzzy
Kairos
21. Background research that uses available published info about a topic
Don't Get Left Out
Secondary Research
diversion
Symbols
22. Draws away from a negative feature they ushually hide it with good stuff
Segmenting
Adaption Process
diversion
Marketing Plan
23. 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
pathos
Culture and Corporate Culture
Bribery
Age
24. You can run the test over and over and get the same answer
AIDA
Reliability
The Mass Communication Approach
Influences on Consumer Decision making
25. Appeals to costumers disire to be different from everybody else
transfer
Low involvement
individuality
Flattery
26. May cover a more specific division of the company; focused on maximizing profit
Consumer Behavior
Business Plan
price appeal
sense appeal
27. Suggesting that you must have the product to be happy - popular or satisfied
must have
Feedback
fear
Observation research
28. Refers to lifestyle and psychological characteristics (activities - values - interest - attitudes - opinions)
Psychographics
unfinished
Culture and Corporate Culture
patriotisim
29. Occurs when the consumer recognizes a need for a product
Need recognition
elitist appeal
logos
SMCR model
30. 1) Provide Info 2) Serve as a means of personal comparison 3) Offer guidance
special ingredients
Types of Segmentation
Functions of a Reference Group
Quantitative research
31. Demographic Segmentation - Life stage segmentation - Geographic Segmentation - Psychographic Segmentation - Behavioral Segmentation - Values and benefits based segmentation
Types of Segmentation
Reliability
Market research
endorsement
32. New brain- science approach to how people think
name-calling
Reliability
Neuromarketing
sense appeal
33. Compares the product to its competetors
logos
Testimonials
Simple Solution
product comparrision
34. Advertisers assure us that their products are foolproof and easy to use.
card stacking
claim
unique claim
Easy to Use
35. Sensory images to get you interested in their product
sense appeal
Age
Adaption Process
special ingredients
36. Repeating words or sounds
Niche Market
Culture and Corporate Culture
Business Plan
repitition
37. Advertisers realize that we like to feel important - so they tell us that their products will make us glamorous - sophisticated - or macho.
Glamourous You
sense appeal
testimonial
rhetorical claim
38. People testifying about the value or quality of a product in order to sell it
Testimonials
special ingredients
pathos
Reliability
39. Showing or announcing a discounted price can make a product look better
call to action
sales and price
parental appeal
product comparrision
40. Identifying the group that might be the most profitable audience and the most likely to respond to marketing communication
Targeting
Misleading and unethical advertisong techniques
Desires that Successful Brands Satisfy
Testimonials
41. To show loyalty patriotisim to the country
Affective advertising
patriotisim
Niche Market
bait and switch
42. Connects to audience emotions to win them over to your product
claim
Observation research
pathos
snob appeal
43. Telling you what to do---"Buy today!" - "Vote now!"
repitition
Neuromarketing
call to action
Testimonials
44. Info that is collected for first from original sources
unfinished
Primary Research
price appeal
Campaign Plan
45. 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
Internal Noise
IMC plan
Culture and Corporate Culture
46. Need Recognition--> Information Search --> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
claim
High Involvement
card stacking
Quantitative research
47. Values and Lifestyle system - which categorizes consumers according to psychological traits that correlate to purchasing behaviors
VALS
ethos
Types of Segmentation
nostalgia
48. Two-way communication; a dialogue or conversation
Validity
Testimonials
Interactive Communication
SMCR model
49. Delivers numerical data
Simple Solution
Interactive Communication
Easy to Use
Quantitative research
50. 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
name-calling
patriotisim
unique claim
games and activities
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