Exam 3: Consumer Behaviour and Target Audience Decisions

Developing a(n)________ allows the message to be more precisely delivered in a medium that has a higher proportion of the target audience.

Campbell's Soup wishes to maintain consistent consumer purchase and consumption behavior without having to advertise too often or too heavily.They should focus their communications on:

_____ is the process by which an individual receives,selects,organizes,and interprets information to create a meaningful picture of the world.

_____ are factors that compel or drive a consumer to take a particular action.

Psychographic segmentation considers each of the following variables EXCEPT:

If an ad uses language or references to a lifestyle that is unfamiliar to the ____,there is less likelihood of it influencing in the direction intended.

_____ is the stage of the consumer decision making process whereby the individual scans information stored in memory to recall past experience and/or knowledge regarding various purchase alternatives.

An example of functional benefit is:

Which of the following bases for segmentation is employed when consumers are grouped according to their use of a product or service (heavy versus light)?

_____ refer to specific events or outcomes that consumers experience when a product or service is purchased and/or consumed.

Concrete outcomes of product usage that are tangible and directly related to product performance are:

Psychographic segmentation considers values and lifestyle attributes based on an analysis of consumers' AIOs.This stands for:

Division of the market based on age,sex,family size,income,and other measurable characteristics is known as:

Recent research suggests that influential members who are active within __________ could be an effective avenue for targeting.

When television stations sell advertising time based on age categories of viewers,they are using _____ segmentation.

The fact that some consumers want a toothpaste that fights cavities while others want a toothpaste that freshens their breath and whitens their teeth provides an opportunity for _____ segmentation in the toothpaste market.

Bryan Nixon owns several apartments.Having tried some other appliance brands in his rental apartments and been dissatisfied with their short life span,Nixon will now only purchase Maytag brand appliances to go into his apartments.Nixon's repeat purchases of Maytag appliances indicate:

The brands identified by the consumer as purchase options to be considered is called a(n):

Marketers strive to develop and maintain brand loyalty by doing all of these things EXCEPT:

Symbols,rhymes,association,and images that assist in the learning and memory processes are known as: