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Test your basic knowledge |
Advertising Techniques
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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--> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
call to action
Experts
transfer
Low involvement
2. Identifies people who are in the market for the product
IMC plan
Observation research
Neuromarketing
Consumer research
3. Using test - statistics - or information that sounds scientific to prove that one product or person is better than another
fact and figures
Reference Group
prizes - sweepstakes and gifts
The Mass Communication Approach
4. Delivers numerical data
Glamourous You
sense appeal
claim
Quantitative research
5. More than an exaggeration or hype-tells a complete falsehood (The Energizer Battery can light up the entire town.)
unfinished
The Big Lie
Consumer Behavior
Don't Get Left Out
6. May cover a more specific division of the company; focused on maximizing profit
Testimonials
Business Plan
unfinished
Red Herrin
7. A type of testimonial to try to sell something because it is down-to-earth or easy to use
special ingredients
Plain Folks
parental appeal
games and activities
8. A regular person using a product to show how good it is
Simple Solution
parental appeal
testimonial
call to action
9. Sensory images to get you interested in their product
Types of Segmentation
prizes - sweepstakes and gifts
sense appeal
product comparrision
10. Information (simple/direct) - Status - Peer Approval - Hero/Celebrity Endorsement - Sexual/Romantic Attraction - Entertainment - Intelligence - Independence - Unfinished Comparison - Guarantees - Scarcity - Perceptual Contrast - Scientific or Numeric
claim
Interactive Communication
Valid advertising techniques
sales and price
11. Hinders the consumer's reception of the message - includes technical and socioeconomic trends that affect the reception of the message
special ingredients
glittering generality
Types of Segmentation
External Noise
12. A rhetorical question in which their really isnt an answer
rhetorical claim
patriotisim
snob appeal
facts and fiqures
13. 1) Provide Info 2) Serve as a means of personal comparison 3) Offer guidance
sales and price
individuality
Functions of a Reference Group
Experts
14. Focuses on all the elements of advertising
Advertising research
special ingredients
Age
SWOT analysis
15. Need Recognition--> Information Search --> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
bait and switch
High Involvement
product comparrision
unfinished
16. People devoted to a particular brand. E.g. HOG;Harley Owners Group
AIDA
Brand Communities
Buzz Marketing
Flattery
17. A distraction from the real issue
Adaption Process
Business Plan
Red Herrin
transfer
18. If you use this product - you will be just like the people in the ad
transfer
Flattery
Quantitative research
glittering generality
19. Repeating words or sounds
High Involvement
unique claim
Reference Group
repitition
20. If you buy something you will be the first to have it
Reliability
avant guard
Kairos
The Mass Communication Approach
21. Taking a dangerous and fearful approach to a commercial
games and activities
fear
logos
Buzz Marketing
22. Claims that a product is a simple solution for your life (Using a specific brand will instantly make your life better.)
Slippery Slope
Simple Solution
glittering generality
The various ways to segment consumers
23. Telling only positive things about something or someone - without giving evidence or facts
Brand Communities
glittering generality
name-calling
prizes - sweepstakes and gifts
24. Group of people you use as a model for behavior in specific situations
Reference Group
Intensity
Need recognition
must have
25. 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
High Involvement
facts and fiqures
Desires that Successful Brands Satisfy
The Mass Communication Approach
26. Using images and sounds to appeal to your senses: sight - touch - smell - etc.
humor
Don't Get Left Out
Explicit
sense appeal
27. Technique that uses sentimental images - sounds - and words (Using a cute teddy bear to sell your product.)
Warm and Fuzzy
The Big Lie
Culture and Corporate Culture
Testimonials
28. Many products are nearly identical
unique claim
Bribery
facts and fiqures
pathos
29. 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
Ethnographic research
logos
call to action
games and activities
30. Showing or announcing a discounted price can make a product look better
External Noise
logos
sales and price
Bribery
31. A message to the consumer about a brand. It gets attention and provides info - sometimes even a bit of entertainment
Culture and Corporate Culture
diversion
Affective advertising
Quantitative research
32. Draws away from a negative feature they ushually hide it with good stuff
avant guard
Red Herrin
Desires that Successful Brands Satisfy
diversion
33. Primary tool used to evaluate strengths - weaknesses - opportunities and threats
pathos
testimonial
SWOT analysis
Functions of a Reference Group
34. Involves the researcher actually living the life of the people or group being studied.
Qualitative research
Kairos
Ethnographic research
Targeting
35. Where advertisers stress positive qualities and ignore negatives
card stacking
snob appeal
special ingredients
Market research
36. Claims directly - fully - and or clearly expressing something- the price - the main ingredients - number of items - etc.
glittering generality
Business Plan
Explicit
call to action
37. Subsegments of a more general market.
Red Herrin
Niche Market
diversion
Reliability
38. Occurs when the consumer recognizes a need for a product
Flattery
avant guard
Need recognition
Quantitative research
39. Questions behavior of the consumer and quality of the product
product comparrision
Qualitative research
glittering generality
The Mass Communication Approach
40. Promoting a special ingredient may make you think the product works better than others
Psychographics
Business Plan
special ingredients
The Mass Communication Approach
41. Using a chance to win a prize to attract attention
prizes - sweepstakes and gifts
facts and fiqures
Buzz Marketing
SWOT analysis
42. Attention - Interest - Desire - Action
Neuromarketing
Qualitative research
AIDA
Types of Segmentation
43. S- source/ sender (advertiser) M- coded message (agency) C- Channels of communication (media) R- Receiver (target audience)
Misleading and unethical advertisong techniques
Culture and Corporate Culture
AIDA
SMCR model
44. Statistics percentages - and numbers to convince you that this product is better than something else
parental appeal
Adaption Process
repitition
facts and fiqures
45. Gives the illusion that if someone else has it then i should have it too
elitist appeal
bandwagon
VALS
Don't Get Left Out
46. 1) see/hear 2) feel 3) think/understand 4) connect 5) believe 6) act/do
Desires that Successful Brands Satisfy
fear
claim
Types of Consumer Responses
47. Appeals to costumers disire to be different from everybody else
Age
Buzz Marketing
Campaign Plan
individuality
48. Using costumers fond memories to buy a product
nostalgia
sense appeal
VALS
Primary Research
49. Refers to lifestyle and psychological characteristics (activities - values - interest - attitudes - opinions)
repitition
nostalgia
Psychographics
Reliability
50. Cheap product that you can afford
price appeal
Plain Folks
Strategic research
nostalgia
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