Question 1

Which group has the highest incomes and most prestigious jobs of any segment of American society?

Accepted Answer

A)  Whites 
B)  African Americans 
C)  Hispanic Americans 
D)  Muslim Americans 
E)  Asian Americans 
A)  Whites 
B)  African Americans 
C)  Hispanic Americans 
D)  Muslim Americans 
E)  Asian Americans

Question 2

Since the 1950s,households in the U.S.have _____ in number,_____ in size,and _____ in character.

Accepted Answer

A)  increased; grown; changed 
B)  stayed about the same; increased; stayed the same 
C)  decreased; increased; remained similar 
D)  grown; shrunk; changed 
E)  increased; increased; changed 
A)  increased; grown; changed 
B)  stayed about the same; increased; stayed the same 
C)  decreased; increased; remained similar 
D)  grown; shrunk; changed 
E)  increased; increased; changed

Question 3

Mature consumers are poorer and less willing to spend than ever before.

Accepted Answer

A) True 
 B)False

Question 4

In the PRIZMNE segmentation system,Suburban Pioneers is the group that represents those households at the middle of the U.S.'s socioeconomic ladder.

Accepted Answer

A) True 
 B)False

Question 5

Frail Recluses are _____.

Accepted Answer

A)  in good health, relatively wealthy, and are socially active 
B)  in good health but psychologically withdrawn from society 
C)  withdrawn from society and in poor health 
D)  in poor health but socially active 
E)  the best market for leisure/travel entertainment 
A)  in good health, relatively wealthy, and are socially active 
B)  in good health but psychologically withdrawn from society 
C)  withdrawn from society and in poor health 
D)  in poor health but socially active 
E)  the best market for leisure/travel entertainment

Question 6

Sophisticated practitioners realized that demographic information tells only part of the story about consumers' buying preferences and purchase behaviors,and began investigating consumers' _____ characteristics as a means of obtaining a richer understanding of consumer behavior.

Accepted Answer

A)  geographic 
B)  economic 
C)  census data 
D)  psychographic 
E)  holographic 
A)  geographic 
B)  economic 
C)  census data 
D)  psychographic 
E)  holographic

Question 7

Singles _____.

Accepted Answer

A)  watch more prime-time television than the national average 
B)  watch less late-night television than the national average 
C)  watch less cable television than the general population 
D)  read more magazines than the general population 
E)  are more difficult to reach via any medium compared to married consumers 
A)  watch more prime-time television than the national average 
B)  watch less late-night television than the national average 
C)  watch less cable television than the general population 
D)  read more magazines than the general population 
E)  are more difficult to reach via any medium compared to married consumers

Question 8

The mere fact of being repeatedly exposed to a message increases the likelihood that the receiver will judge that message to be true is known as the _____.

Accepted Answer

A)  mere repetition effect 
B)  mere exposure effect 
C)  exposure paradox 
D)  truth effect 
E)  repeat effect 
A)  mere repetition effect 
B)  mere exposure effect 
C)  exposure paradox 
D)  truth effect 
E)  repeat effect

Question 9

There are now fewer young adults than was the case in prior generations.

Accepted Answer

A) True 
 B)False

Question 10

An ad for Hanes brand of underwear says,"Wait 'til we get our Hanes on you!" The brand is positioned as being comfortable for the wearer,and the ad really stressed how comfortable the brand feels against your skin.This brand's positioning is best described as appealing to consumers' _____ needs.

Accepted Answer

A)  functional 
B)  rational 
C)  emotional 
D)  symbolic 
E)  experiential 
A)  functional 
B)  rational 
C)  emotional 
D)  symbolic 
E)  experiential

Question 11

Explain the concept of geodemographic targeting and how it is being used in today's marketplace.

Accepted Answer

The word geodemographic is a conjunction

Question 12

_____ is based on demographic characteristics of consumers who reside within geographic clusters such as zip code areas and neighborhoods.

Accepted Answer

A)  Behaviorgraphics 
B)  Psychographics 
C)  Demographics 
D)  Geodemographics 
E)  Cosmographics 
A)  Behaviorgraphics 
B)  Psychographics 
C)  Demographics 
D)  Geodemographics 
E)  Cosmographics

Question 13

Which of the following is NOT a VALS™ segment?

Accepted Answer

A)  Innovators 
B)  Makers 
C)  Realists 
D)  Experiencers 
E)  Believers 
A)  Innovators 
B)  Makers 
C)  Realists 
D)  Experiencers 
E)  Believers

Question 14

In Nielsen Claritas' PRIZMNE system of geodemographic profiling,PRIZM stands for ____.

Accepted Answer

A)  Personal Rating Information by Zip Markets 
B)  Potential Rank Index by Zip Markets 
C)  Personal Rank Index by Zip Markets 
D)  Personal Rating Index by Zip Markets 
E)  Potential Rating Index by Zip Markets 
A)  Personal Rating Information by Zip Markets 
B)  Potential Rank Index by Zip Markets 
C)  Personal Rank Index by Zip Markets 
D)  Personal Rating Index by Zip Markets 
E)  Potential Rating Index by Zip Markets

Question 15

Which VALS™ group has the lowest income?

Accepted Answer

A)  Thinkers 
B)  Strivers 
C)  Experiencers 
D)  Makers 
E)  Survivors 
A)  Thinkers 
B)  Strivers 
C)  Experiencers 
D)  Makers 
E)  Survivors

Question 16

_____ are in good health,relatively wealthy,and are socially active.

Accepted Answer

A)  Healthy Hermits 
B)  Ailing Outgoers 
C)  Frail Recluses 
D)  Healthy Indulgers 
E)  Happy Campers 
A)  Healthy Hermits 
B)  Ailing Outgoers 
C)  Frail Recluses 
D)  Healthy Indulgers 
E)  Happy Campers

Question 17

Fundamental to the concept and practice of positioning is the idea of _____.

Accepted Answer

A)  meaning 
B)  target marketing 
C)  signs 
D)  symbols 
E)  referents 
A)  meaning 
B)  target marketing 
C)  signs 
D)  symbols 
E)  referents

Question 18

Approximately half of Hispanic-Americans speak only or mostly Spanish at home.

Accepted Answer

A) True 
 B)False

Question 19

Tweens are usually classified as children between the ages of 8 and 12.

Accepted Answer

A) True 
 B)False

Question 20

Behaviorgraphics is the most predictive indicator of consumer choice behavior while demographics is the least predictive indicator of behavior.

Accepted Answer

A) True 
 B)False

Exam 5: Segmentation, Targeting, and Positioning

Which group has the highest incomes and most prestigious jobs of any segment of American society?

Since the 1950s,households in the U.S.have _____ in number,_____ in size,and _____ in character.

Mature consumers are poorer and less willing to spend than ever before.

In the PRIZMNE segmentation system,Suburban Pioneers is the group that represents those households at the middle of the U.S.'s socioeconomic ladder.

Frail Recluses are _____.

Sophisticated practitioners realized that demographic information tells only part of the story about consumers' buying preferences and purchase behaviors,and began investigating consumers' _____ characteristics as a means of obtaining a richer understanding of consumer behavior.

Singles _____.

The mere fact of being repeatedly exposed to a message increases the likelihood that the receiver will judge that message to be true is known as the _____.

There are now fewer young adults than was the case in prior generations.

An ad for Hanes brand of underwear says,"Wait 'til we get our Hanes on you!" The brand is positioned as being comfortable for the wearer,and the ad really stressed how comfortable the brand feels against your skin.This brand's positioning is best described as appealing to consumers' _____ needs.

Explain the concept of geodemographic targeting and how it is being used in today's marketplace.

_____ is based on demographic characteristics of consumers who reside within geographic clusters such as zip code areas and neighborhoods.

Which of the following is NOT a VALS™ segment?

In Nielsen Claritas' PRIZMNE system of geodemographic profiling,PRIZM stands for ____.

Which VALS™ group has the lowest income?

_____ are in good health,relatively wealthy,and are socially active.

Fundamental to the concept and practice of positioning is the idea of _____.

Approximately half of Hispanic-Americans speak only or mostly Spanish at home.

Tweens are usually classified as children between the ages of 8 and 12.

Behaviorgraphics is the most predictive indicator of consumer choice behavior while demographics is the least predictive indicator of behavior.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming, and Intellectual Property Issues

Environmental, Regulatory, and Ethical Issues

The Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Online and Mobile Advertising

Social Media

Direct Marketing and Other Media

Advertising Media: Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

Filters

Since the 1950s,households in the U.S.have ___ in number,_ in size,and ___ in character.