Question 1

How can advertisers use reference groups to develop strategy?

Accepted Answer

A reference or peer group is a group to which an individual believes they belong,whether or not they actually do.A member of a reference group experiences considerable pressure to conform to the standards of the group to "fit in".This desire to fit in influences the type of products a member will purchase.With the right strategy,an advertiser need only associate their brand in a certain situation and the target will become interested in it.

Question 2

"Cosmopolitan Elites","Les Chics" and "Lunch at Tim's" are

Accepted Answer

A)  psychographic clusters 
B)  demographic segments 
C)  geographic groups 
D)  generation X and Y segments 
E)  behavioral segments 
A)  psychographic clusters 
B)  demographic segments 
C)  geographic groups 
D)  generation X and Y segments 
E)  behavioral segments A

Question 3

Double targeting involves devising separate marketing strategies for men and women.

Accepted Answer

A) True 
 B)False  False

Question 4

By developing advertising messages based on teen situations,Right Guard Extreme is appealing to the teen audience.The company is relying on

Accepted Answer

A)  selective exposure 
B)  selective retention 
C)  self-actualization 
D)  peer influence 
E)  double targeting 
A)  selective exposure 
B)  selective retention 
C)  self-actualization 
D)  peer influence 
E)  double targeting

Question 5

Consumers notice all messages they physically encounter.

Accepted Answer

A) True 
 B)False

Question 6

Explain how shifting gender roles in the household place men in traditionally unfamiliar situations.How can marketers take advantage of this knowledge?

Accepted Answer

Research indicates 51% of men are the pr

Question 7

Motives are the conditions that prompt the action that is taken to

Accepted Answer

A)  satisfy the need 
B)  determine market segments 
C)  design packaging 
D)  create store displays 
E)  create an image 
A)  satisfy the need 
B)  determine market segments 
C)  design packaging 
D)  create store displays 
E)  create an image

Question 8

The positioning strategy statement should be detailed.

Accepted Answer

A) True 
 B)False

Question 9

A good reason to reposition a product is when the preferences of the target market have changed.

Accepted Answer

A) True 
 B)False

Question 10

When print ads in Quebec for Dr.Pepper capitalized on the medical image of the brand,this was an example of

Accepted Answer

A)  demographic segmentation 
B)  geographic segmentation 
C)  behaviour response segmentation 
D)  repositioning 
E)  psychographic segmentation 
A)  demographic segmentation 
B)  geographic segmentation 
C)  behaviour response segmentation 
D)  repositioning 
E)  psychographic segmentation

Question 11

Among the elements contributing to role and responsibility changes in parenting is

Accepted Answer

A)  government legislation 
B)  double targeting 
C)  increasing number of children with attitude 
D)  the increasing number of two-income families 
E)  the effectiveness of advertising 
A)  government legislation 
B)  double targeting 
C)  increasing number of children with attitude 
D)  the increasing number of two-income families 
E)  the effectiveness of advertising

Question 12

The desire to be accepted by peers is commonly appealed to in advertising for products such as

Accepted Answer

A)  investments and security systems 
B)  adventure travel 
C)  personal care products and clothing 
D)  groceries and housing 
E)  higher education 
A)  investments and security systems 
B)  adventure travel 
C)  personal care products and clothing 
D)  groceries and housing 
E)  higher education

Question 13

How do marketers use location-based targeting to their advantage?

Accepted Answer

Location-based targeting uses consumers'

Question 14

Give an example and explain what is meant by "Product-Differentiation Positioning".

Accepted Answer

This positioning strategy focuses on a u

Question 15

Demographic segmentation means that markets are identified and pursued on the basis of variables such as

Accepted Answer

A)  location 
B)  lifestyle 
C)  behaviour 
D)  age 
E)  psychographics 
A)  location 
B)  lifestyle 
C)  behaviour 
D)  age 
E)  psychographics

Question 16

Companies that use location-based targeting use information from

Accepted Answer

A)  smartcards 
B)  customer databases 
C)  visa bills 
D)  smartphones 
E)  price scanners 
A)  smartcards 
B)  customer databases 
C)  visa bills 
D)  smartphones 
E)  price scanners

Question 17

A laundry detergent commercial that compares one brand's cleaning performance to another is an example of

Accepted Answer

A)  competitive positioning 
B)  innovation positioning 
C)  head-on (comparative) positioning 
D)  repositioning 
E)  product-differentiation positioning 
A)  competitive positioning 
B)  innovation positioning 
C)  head-on (comparative) positioning 
D)  repositioning 
E)  product-differentiation positioning

Question 18

Provide an example of how a current advertiser is using safety needs to motivate consumers to purchase its products.

Accepted Answer

Safety needs are the second level of nee

Question 19

Consumers are quite selective about messages they receive.Consumers perceive messages that

Accepted Answer

A)  are easy to see or hear 
B)  they want to remember 
C)  are in their face 
D)  are in line with their needs 
E)  appeal to the real self 
A)  are easy to see or hear 
B)  they want to remember 
C)  are in their face 
D)  are in line with their needs 
E)  appeal to the real self

Question 20

Ideal self is how you see yourself.

Accepted Answer

A) True 
 B)False

How can advertisers use reference groups to develop strategy?

"Cosmopolitan Elites","Les Chics" and "Lunch at Tim's" are

Double targeting involves devising separate marketing strategies for men and women.

By developing advertising messages based on teen situations,Right Guard Extreme is appealing to the teen audience.The company is relying on

Consumers notice all messages they physically encounter.

Explain how shifting gender roles in the household place men in traditionally unfamiliar situations.How can marketers take advantage of this knowledge?

Motives are the conditions that prompt the action that is taken to

The positioning strategy statement should be detailed.

A good reason to reposition a product is when the preferences of the target market have changed.

When print ads in Quebec for Dr.Pepper capitalized on the medical image of the brand,this was an example of

Among the elements contributing to role and responsibility changes in parenting is

The desire to be accepted by peers is commonly appealed to in advertising for products such as

How do marketers use location-based targeting to their advantage?

Give an example and explain what is meant by "Product-Differentiation Positioning".

Demographic segmentation means that markets are identified and pursued on the basis of variables such as

Companies that use location-based targeting use information from

A laundry detergent commercial that compares one brand's cleaning performance to another is an example of

Provide an example of how a current advertiser is using safety needs to motivate consumers to purchase its products.

Consumers are quite selective about messages they receive.Consumers perceive messages that

Ideal self is how you see yourself.

Advertising in a Marketing Communications Environment

The Advertising Industry

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design,layout,and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out-Of-Home Media

Direct-Response Media

Interactive Communications

Sales Promotion

Public Relations and Experiential Marketing

Filters

Exam 3: Consumer Behaviour Concepts and Target Marketing

How can advertisers use reference groups to develop strategy?

"Cosmopolitan Elites","Les Chics" and "Lunch at Tim's" are

Double targeting involves devising separate marketing strategies for men and women.

By developing advertising messages based on teen situations,Right Guard Extreme is appealing to the teen audience.The company is relying on

Consumers notice all messages they physically encounter.

Explain how shifting gender roles in the household place men in traditionally unfamiliar situations.How can marketers take advantage of this knowledge?

Motives are the conditions that prompt the action that is taken to

The positioning strategy statement should be detailed.

A good reason to reposition a product is when the preferences of the target market have changed.

When print ads in Quebec for Dr.Pepper capitalized on the medical image of the brand,this was an example of

Among the elements contributing to role and responsibility changes in parenting is

The desire to be accepted by peers is commonly appealed to in advertising for products such as

How do marketers use location-based targeting to their advantage?

Give an example and explain what is meant by "Product-Differentiation Positioning".

Demographic segmentation means that markets are identified and pursued on the basis of variables such as

Companies that use location-based targeting use information from

A laundry detergent commercial that compares one brand's cleaning performance to another is an example of

Provide an example of how a current advertiser is using safety needs to motivate consumers to purchase its products.

Consumers are quite selective about messages they receive.Consumers perceive messages that

Ideal self is how you see yourself.

Advertising in a Marketing Communications Environment

The Advertising Industry

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design,layout,and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out-Of-Home Media

Direct-Response Media

Interactive Communications

Sales Promotion

Public Relations and Experiential Marketing

Filters