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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. The reaction the audience has to the message
Functions of a Reference Group
bait and switch
Consumer Behavior
Feedback
2. A message to the consumer about a brand. It gets attention and provides info - sometimes even a bit of entertainment
product comparrision
sense appeal
Affective advertising
Advertising research
3. If you buy something you will be the first to have it
Warm and Fuzzy
Strategic research
avant guard
sales and price
4. 1) Provide Info 2) Serve as a means of personal comparison 3) Offer guidance
Functions of a Reference Group
Plain Folks
The Big Lie
Symbols
5. Need Recognition--> Information Search --> Evaluation of Alternatives--> Purchase Decision--> Postpurchase Evaluation
High Involvement
SWOT analysis
Flattery
card stacking
6. Sensory images to get you interested in their product
Qualitative research
Plain Folks
sense appeal
High Involvement
7. Where advertisers stress positive qualities and ignore negatives
Market research
Psychographics
card stacking
Culture and Corporate Culture
8. Refers to lifestyle and psychological characteristics (activities - values - interest - attitudes - opinions)
Qualitative research
The Big Lie
Psychographics
parental appeal
9. Tries to persuade by promising to give us something else (Discounts - coupons - free gifts are examples.)
Bribery
Consumer research
must have
nostalgia
10. Personnal attacks people do to discredit their ideas
weasel words
The Mass Communication Approach
name-calling
Adaption Process
11. New brain- science approach to how people think
avant guard
Flattery
Targeting
Neuromarketing
12. Advertising and marketing communication plan; outlines all of the communication activities needed to deliver on business and marketing objectives in terms of communication objectives
ethos
IMC plan
Bribery
External Noise
13. Using images and sounds to appeal to your senses: sight - touch - smell - etc.
Segmenting
Flattery
testimonial
sense appeal
14. Taking a dangerous and fearful approach to a commercial
name-calling
SMCR model
fear
bait and switch
15. Research used to gather info about a particular market
Functions of a Reference Group
Profiles
Market research
Adaption Process
16. 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
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17. You can run the test over and over and get the same answer
special ingredients
Reliability
call to action
Secondary Research
18. A regular person using a product to show how good it is
Secondary Research
Market research
testimonial
Types of Consumer Responses
19. Statistics percentages - and numbers to convince you that this product is better than something else
facts and fiqures
Interactive Communication
avant guard
Slippery Slope
20. Information (simple/direct) - Status - Peer Approval - Hero/Celebrity Endorsement - Sexual/Romantic Attraction - Entertainment - Intelligence - Independence - Unfinished Comparison - Guarantees - Scarcity - Perceptual Contrast - Scientific or Numeric
Targeting
Valid advertising techniques
The Big Lie
Desires that Successful Brands Satisfy
21. Research that actually measures what it says it measures
must have
Validity
bait and switch
Profiles
22. Use jokes or laughter to get you engaged in a commercial
humor
logos
Functions of a Reference Group
Consumer Behavior
23. Using a chance to win a prize to attract attention
Qualitative research
Market research
prizes - sweepstakes and gifts
logos
24. Intentionally do not finish a claim
unfinished
The Big Lie
Market research
product comparrision
25. Psychological- state of mind - needs - wants - satisfaction - personality Social/ Cultural- Culture - Social class - family - demographic Behavioral- Quantity usage - brand relationship innovation Market Segment- target audience Norms - Val
Market research
Intensity
Influences on Consumer Decision making
weasel words
26. Descriptions of the target audience that read like a description of someone you know.
Observation research
Easy to Use
Profiles
Business Plan
27. More tightly focused on solving a particular marketing communication problem in a specified time.
Internal Noise
Warm and Fuzzy
Niche Market
Campaign Plan
28. 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
Desires that Successful Brands Satisfy
Reliability
Warm and Fuzzy
29. A celeberty or famous fiqure that is endorcing a product
Internal Noise
endorsement
Symbols
Market research
30. Uncovers critical info that becomes the basis for strategic planning
Strategic research
price appeal
Explicit
Feedback
31. Claims that a product is a simple solution for your life (Using a specific brand will instantly make your life better.)
Simple Solution
unfinished
Valid advertising techniques
Types of Segmentation
32. Cheap product that you can afford
bandwagon
Warm and Fuzzy
price appeal
individuality
33. 1) see/hear 2) feel 3) think/understand 4) connect 5) believe 6) act/do
Types of Consumer Responses
The various ways to segment consumers
Valid advertising techniques
ethos
34. Personal behavior and how the behavior reflects the speed with which people are willing to try something new
Adaption Process
Market research
Brand Communities
Psychographics
35. 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
nostalgia
card stacking
Slippery Slope
36. People devoted to a particular brand. E.g. HOG;Harley Owners Group
Plain Folks
Reliability
Brand Communities
endorsement
37. Using symbols to suggest an association with a positive influence
Psychographics
Symbols
prizes - sweepstakes and gifts
Market research
38. Occurs when the consumer recognizes a need for a product
Segmenting
Need recognition
ethos
Slippery Slope
39. Using superlatives (greatest - best - fastest) - comparatives (better - improved - increased) - and hyperbole to try to hype up the product
individuality
claim
snob appeal
Intensity
40. Advertisers assure us that their products are foolproof and easy to use.
Easy to Use
facts and fiqures
humor
Affective advertising
41. Telling you what to do---"Buy today!" - "Vote now!"
VALS
Secondary Research
rhetorical claim
call to action
42. A belief that if you buy this product then your apart of an elite club
patriotisim
Intensity
Consumer Behavior
elitist appeal
43. Indication of an important trend in marketing that is moving beyond two-way communication
elitist appeal
Buzz Marketing
Symbols
Plain Folks
44. Claims directly - fully - and or clearly expressing something- the price - the main ingredients - number of items - etc.
Explicit
Neuromarketing
Ethnographic research
Consumer research
45. Uses a logical argument of fact to persuade you to buy the product
Affective advertising
glittering generality
Bribery
logos
46. Tries to link a product - service or idea that is already desired by the target audience (Nike linked to victory.)
glittering generality
External Noise
Association
nostalgia
47. Suggesting that you must have the product to be happy - popular or satisfied
Low involvement
Desires that Successful Brands Satisfy
parental appeal
must have
48. Suggesting that association with a person or product can make you special
snob appeal
Quantitative research
logos
Neuromarketing
49. Subsegments of a more general market.
Segmenting
Niche Market
Flattery
Marketing Plan
50. Promoting a special ingredient may make you think the product works better than others
Functions of a Reference Group
Experts
special ingredients
pathos