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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) Provide Info 2) Serve as a means of personal comparison 3) Offer guidance
Intensity
Don't Get Left Out
Targeting
Functions of a Reference Group
2. Cheap product that you can afford
sense appeal
SWOT analysis
endorsement
price appeal
3. Claims that a product is a simple solution for your life (Using a specific brand will instantly make your life better.)
Glamourous You
Simple Solution
Types of Consumer Responses
ethos
4. 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
weasel words
Simple Solution
Ethnographic research
5. To affect parents and make them want to buy the product for their child
Types of Segmentation
must have
parental appeal
patriotisim
6. Suggesting that association with a person or product can make you special
snob appeal
individuality
The Mass Communication Approach
Interactive Communication
7. Uses a logical argument of fact to persuade you to buy the product
Observation research
logos
Types of Consumer Responses
Association
8. Informing you about how the product works or helps you
nostalgia
claim
The Mass Communication Approach
Consumer Behavior
9. A disonest tatic where they lure a costemer for a bargain but then perswade them to buy something expensive
Targeting
AIDA
bait and switch
VALS
10. May cover a more specific division of the company; focused on maximizing profit
Market research
Desires that Successful Brands Satisfy
snob appeal
Business Plan
11. 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.)
The Mass Communication Approach
Slippery Slope
Consumer research
parental appeal
12. Primary tool used to evaluate strengths - weaknesses - opportunities and threats
Easy to Use
Simple Solution
sales and price
SWOT analysis
13. Using symbols to suggest an association with a positive influence
logos
avant guard
Symbols
humor
14. Values and Lifestyle system - which categorizes consumers according to psychological traits that correlate to purchasing behaviors
Quantitative research
VALS
SWOT analysis
Need recognition
15. Personal behavior and how the behavior reflects the speed with which people are willing to try something new
Desires that Successful Brands Satisfy
SMCR model
Adaption Process
Symbols
16. Attention - Interest - Desire - Action
Niche Market
Types of Segmentation
special ingredients
AIDA
17. A type of testimonial to try to sell something because it is down-to-earth or easy to use
pathos
Plain Folks
price appeal
Quantitative research
18. Appeals to costumers disire to be different from everybody else
avant guard
individuality
VALS
Observation research
19. 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
Marketing Plan
avant guard
High Involvement
Culture and Corporate Culture
20. Two-way communication; a dialogue or conversation
Internal Noise
AIDA
Interactive Communication
Culture and Corporate Culture
21. If you use this product - you will be just like the people in the ad
Types of Consumer Responses
Buzz Marketing
fact and figures
transfer
22. Suggesting that you must have the product to be happy - popular or satisfied
must have
Primary Research
Need recognition
Buzz Marketing
23. New brain- science approach to how people think
weasel words
Neuromarketing
card stacking
Profiles
24. Telling only positive things about something or someone - without giving evidence or facts
humor
glittering generality
avant guard
The Big Lie
25. A distraction from the real issue
Red Herrin
diversion
ethos
Reference Group
26. Advertisers assure us that their products are foolproof and easy to use.
The Mass Communication Approach
diversion
bait and switch
Easy to Use
27. Demographic Segmentation - Life stage segmentation - Geographic Segmentation - Psychographic Segmentation - Behavioral Segmentation - Values and benefits based segmentation
Influences on Consumer Decision making
Types of Segmentation
Adaption Process
Red Herrin
28. Repeating words or sounds
The various ways to segment consumers
Kairos
repitition
snob appeal
29. Using images and sounds to appeal to your senses: sight - touch - smell - etc.
sense appeal
parental appeal
Flattery
Feedback
30. Fiving us compliments to try to sell a product
Campaign Plan
Flattery
special ingredients
Affective advertising
31. Occurs when the consumer recognizes a need for a product
External Noise
Need recognition
Marketing Plan
unfinished
32. A process which outlines the important players and steps
humor
Segmenting
Campaign Plan
The Mass Communication Approach
33. To show loyalty patriotisim to the country
must have
Market research
weasel words
patriotisim
34. Tries to persuade by promising to give us something else (Discounts - coupons - free gifts are examples.)
The various ways to segment consumers
Psychographics
Bribery
card stacking
35. Technique that uses sentimental images - sounds - and words (Using a cute teddy bear to sell your product.)
Explicit
Misleading and unethical advertisong techniques
Symbols
Warm and Fuzzy
36. 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
fact and figures
Low involvement
Desires that Successful Brands Satisfy
Testimonials
37. If you buy something you will be the first to have it
Intensity
call to action
avant guard
bait and switch
38. Connects to audience emotions to win them over to your product
Campaign Plan
Flattery
pathos
ethos
39. Using a chance to win a prize to attract attention
Symbols
prizes - sweepstakes and gifts
special ingredients
Qualitative research
40. Indication of an important trend in marketing that is moving beyond two-way communication
call to action
Buzz Marketing
Market research
Need recognition
41. Tries to link a product - service or idea that is already desired by the target audience (Nike linked to victory.)
Association
Age
prizes - sweepstakes and gifts
patriotisim
42. Dividing the market into groups of people who have similar characteristics in certain key product related areas.
Association
Types of Consumer Responses
Segmenting
Business Plan
43. How individuals or groups select - purchase - use - or dispose of products - as well as the needs and wants that motivate these behaviors
Valid advertising techniques
High Involvement
fact and figures
Consumer Behavior
44. More tightly focused on solving a particular marketing communication problem in a specified time.
patriotisim
Easy to Use
Campaign Plan
Interactive Communication
45. Descriptions of the target audience that read like a description of someone you know.
Segmenting
Profiles
bait and switch
VALS
46. Need Recognition--> Information Search --> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
Bribery
High Involvement
Explicit
repitition
47. Claims directly - fully - and or clearly expressing something- the price - the main ingredients - number of items - etc.
Profiles
Explicit
unique claim
Advertising research
48. Information (simple/direct) - Status - Peer Approval - Hero/Celebrity Endorsement - Sexual/Romantic Attraction - Entertainment - Intelligence - Independence - Unfinished Comparison - Guarantees - Scarcity - Perceptual Contrast - Scientific or Numeric
The various ways to segment consumers
Market research
bandwagon
Valid advertising techniques
49. Research that actually measures what it says it measures
Validity
Marketing Plan
rhetorical claim
AIDA
50. Personnal attacks people do to discredit their ideas
parental appeal
patriotisim
Validity
name-calling