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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. Suggesting that you must have the product to be happy - popular or satisfied
must have
card stacking
Primary Research
rhetorical claim
2. Using test - statistics - or information that sounds scientific to prove that one product or person is better than another
Market research
Glamourous You
The various ways to segment consumers
fact and figures
3. Informing you about how the product works or helps you
claim
Quantitative research
Symbols
product comparrision
4. Intentionally do not finish a claim
Validity
unfinished
Consumer research
Reference Group
5. More than an exaggeration or hype-tells a complete falsehood (The Energizer Battery can light up the entire town.)
Functions of a Reference Group
AIDA
name-calling
The Big Lie
6. Demographic Segmentation - Life stage segmentation - Geographic Segmentation - Psychographic Segmentation - Behavioral Segmentation - Values and benefits based segmentation
unique claim
Adaption Process
unfinished
Types of Segmentation
7. Repeating words or sounds
ethos
transfer
VALS
repitition
8. Advertisers realize that we like to feel important - so they tell us that their products will make us glamorous - sophisticated - or macho.
Validity
Glamourous You
card stacking
Desires that Successful Brands Satisfy
9. 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
Strategic research
avant guard
The Big Lie
Desires that Successful Brands Satisfy
10. A process which outlines the important players and steps
transfer
Easy to Use
Primary Research
The Mass Communication Approach
11. People devoted to a particular brand. E.g. HOG;Harley Owners Group
Slippery Slope
bandwagon
Brand Communities
nostalgia
12. Need recognition--> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
Low involvement
Ethnographic research
prizes - sweepstakes and gifts
diversion
13. Many products are nearly identical
elitist appeal
unique claim
External Noise
The various ways to segment consumers
14. To show loyalty patriotisim to the country
patriotisim
Segmenting
Advertising research
Market research
15. Cheap product that you can afford
Validity
Segmenting
price appeal
IMC plan
16. Values and Lifestyle system - which categorizes consumers according to psychological traits that correlate to purchasing behaviors
avant guard
Brand Communities
VALS
Functions of a Reference Group
17. Hinders the consumer's reception of the message - includes technical and socioeconomic trends that affect the reception of the message
ethos
Buzz Marketing
Marketing Plan
External Noise
18. Using images and sounds to appeal to your senses: sight - touch - smell - etc.
Age
sense appeal
Plain Folks
Psychographics
19. Records behaviors of consumers when exposed to product
Experts
Psychographics
Observation research
Testimonials
20. 1) see/hear 2) feel 3) think/understand 4) connect 5) believe 6) act/do
prizes - sweepstakes and gifts
Ethnographic research
Types of Consumer Responses
Market research
21. Claims directly - fully - and or clearly expressing something- the price - the main ingredients - number of items - etc.
Culture and Corporate Culture
sense appeal
Explicit
call to action
22. Sensory images to get you interested in their product
Testimonials
Neuromarketing
sense appeal
Kairos
23. To affect parents and make them want to buy the product for their child
Types of Segmentation
parental appeal
Plain Folks
Observation research
24. Using a chance to win a prize to attract attention
Brand Communities
bait and switch
Strategic research
prizes - sweepstakes and gifts
25. Descriptions of the target audience that read like a description of someone you know.
Profiles
Validity
Desires that Successful Brands Satisfy
Observation research
26. 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
27. Fiving us compliments to try to sell a product
Consumer Behavior
AIDA
Flattery
Internal Noise
28. You can run the test over and over and get the same answer
Segmenting
endorsement
Business Plan
Reliability
29. Tries to persuade by promising to give us something else (Discounts - coupons - free gifts are examples.)
Psychographics
pathos
Bribery
Association
30. Compares the product to its competetors
Neuromarketing
glittering generality
diversion
product comparrision
31. Builds trustworthyness/credability of product
sense appeal
ethos
elitist appeal
SMCR model
32. Info that is collected for first from original sources
elitist appeal
Slippery Slope
Primary Research
Qualitative research
33. Research used to gather info about a particular market
Niche Market
testimonial
Market research
Adaption Process
34. A celeberty or famous fiqure that is endorcing a product
Age
call to action
endorsement
Ethnographic research
35. A type of testimonial to try to sell something because it is down-to-earth or easy to use
Marketing Plan
sales and price
Brand Communities
Plain Folks
36. 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
Internal Noise
SWOT analysis
unfinished
Consumer Behavior
37. Need Recognition--> Information Search --> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
The various ways to segment consumers
Neuromarketing
repitition
High Involvement
38. Telling only positive things about something or someone - without giving evidence or facts
Plain Folks
Strategic research
Types of Segmentation
glittering generality
39. If you buy something you will be the first to have it
sense appeal
avant guard
snob appeal
Buzz Marketing
40. 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!)
Misleading and unethical advertisong techniques
sense appeal
Reliability
Market research
41. 1)Divide them by type of market they represent B2B or B2C 2) Refer them to either as purchasers or customers - users - or influencers
Primary Research
The various ways to segment consumers
Affective advertising
rhetorical claim
42. Identifying the group that might be the most profitable audience and the most likely to respond to marketing communication
weasel words
Targeting
Reference Group
Consumer Behavior
43. Occurs when the consumer recognizes a need for a product
Brand Communities
Secondary Research
Need recognition
Glamourous You
44. Advertising and marketing communication plan; outlines all of the communication activities needed to deliver on business and marketing objectives in terms of communication objectives
The Mass Communication Approach
patriotisim
IMC plan
avant guard
45. A message to the consumer about a brand. It gets attention and provides info - sometimes even a bit of entertainment
Affective advertising
elitist appeal
Targeting
card stacking
46. A regular person using a product to show how good it is
testimonial
parental appeal
Marketing Plan
SMCR model
47. Questions behavior of the consumer and quality of the product
Targeting
product comparrision
Qualitative research
Bribery
48. Personnal attacks people do to discredit their ideas
Qualitative research
price appeal
Primary Research
name-calling
49. New brain- science approach to how people think
Neuromarketing
Don't Get Left Out
The various ways to segment consumers
snob appeal
50. Tries to link a product - service or idea that is already desired by the target audience (Nike linked to victory.)
Association
Reliability
sense appeal
Types of Consumer Responses