Exam 17: Segmentation

Mediamark and Experian Simmons both report an index as part of their data base.An index of ________ and above is considered to be an indication of above average group composition.

Consider the Mediamark (MRI)data shown below. U.S. Adults Fident Islands TresBon Sample 14,165 926 218 1,545 (000) 114,462 6,960 1,789 14,176 Horizontal \% 100\% 6.1\% 1.6\% 12.4\% Vertical \% 52.1\% 63.2\% 74.4\% 46.7\% Index 100 121 143 90 What percent of Fident users are women?

Advertisers conducting segmentation expect the same message to appeal to multiple segments.

The following two statements refer to the types of variables used in a segmentation study. I.When conducting a segmentation study,demographics must always be used As a classification variable. II.When conducting a segmentation study,psychographics must always be used As a descriptive variable. Which,if any,of these statements is (are)true?

According to VALS,the Self-Expression group consists of the Experiencer and ________ segments.

According to VALS,the Ideals group consists of the Thinkers and ________ segments.

Consider the Mediamark (MRI)data shown below. U.S. Adults Fident Islands TresBon Sample 14,165 926 218 1,545 (000) 114,462 6,960 1,789 14,176 Horizontal \% 100\% 6.1\% 1.6\% 12.4\% Vertical \% 52.1\% 63.2\% 74.4\% 46.7\% Index 100 121 143 90 Which brand(s)have an average proportion of women in their user base?

Imagine that in preparation for a segmentation study,Mary identified 178 potential variables.She should incorporate all of these variables into the final questionnaire without any additional analysis.

The three primary approaches to syndicated segmentation are: psychographic,product usage,and ________.

VALS divides the U.S.population into ________ individual segments.

The use of segmentation to increase message relevance is particularly true of messages communicated via e-mail.

When forming segments,it is important that responses to the classification variables be similar within segments and different across segments.

According to VALS,________ are motivated by ideals.They are conservative,conventional people with concrete beliefs based on traditional,established codes: family,religion,community,and the nation.Many express moral codes that are deeply rooted and literally interpreted.They follow established routines,organized in large part around home,family,community,and social or religious organizations to which they belong.As consumers,they are predictable; they choose familiar products and established brands.They favor American products and are generally loyal customers.

A segmentation study was conducted to explore attitudes toward classical music and symphony attendance.Responses to key attitude questions are shown below. ANY SCORE 4.0 OR OVER IS SIGNIFICANTLY HIGHER THAN THE OVERALL AVERAGE INDICATING MORE AGREEMENT. ANY SCORE 2.0 OR LESS IS SIGNIFICANTLY BELOW THE OVERALL AVERAGE INDICATING LESS AGREEMENT. Which group is best named "Snobby Sally and Sam"? Why?

According to VALS,________ are trendy and fun loving.They are concerned about the opinions and approval of others.Money defines success for those in this segment,who don't have enough of it to meet their desires.They favor stylish products that emulate the purchases of people with greater material wealth.Many see themselves as having a job rather than a career,and a lack of skills and focus often prevents them from moving ahead.They are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy.As consumers,they are as impulsive as their financial circumstances will allow.

According to VALS,________ are motivated by self-expression.They express themselves and experience the world by working on it - building a house,raising children,fixing a car,or canning vegetables - and have enough skill and energy to carry out their projects successfully.They are practical people who have constructive skills and value self-sufficiency.They live within a traditional context of family,practical work,and physical recreation and have little interest in what lies outside that context.They are suspicious of new ideas and large institutions such as big business.They are respectful of government authority and organized labor,but resentful of government intrusion on individual rights.They are unimpressed by material possessions other than those with a practical or functional purpose.Because they prefer value to luxury,they buy basic products.

According to VALS,________ have goal-oriented lifestyles and a deep commitment to career and family.Their social lives reflect this focus and are structured around family,their place of worship,and work.They live conventional lives,are politically conservative,and respect authority and the status quo.They value consensus,predictability,and stability over risk,intimacy,and self-discovery.With many wants and needs,they are active in the consumer marketplace.Image is important to them.They favor established,prestige products and services that demonstrate success to their peers.Because of their busy lives,they are often interested in a variety of time-saving devices.

Think about presenting the results of a segmentation study.A ________ can be created for each individual segment.This document provides a "literary" description of the segment and its defining characteristics,values,behaviors,and beliefs.

Briefly describe two reasons why advertisers use segmentation.

Because each segment is homogeneous with respect to the basis for the segmentation,advertisers expect individuals in a segment to respond in a similar way to the same communication plan and messages.