Deck 4: The IMC Planning Process

Question 1

During the product-specific research phase of advertising research, an agency may ask consumers if there are any problems or difficulties with the product.

Answer 1

True

Question 2

The three primary approaches used in communications research include:

A) consumer-oriented, business-to-business research and market-based research.
B) product-specific research, consumer-oriented research and target-market research.
C) competitive analysis, industry research and consumer research.
D) consumer-specific research, brand equity research and business-specific research.

Answer 2

B

Question 3

The first step in the IMC planning process is:

A) communications research.
B) defining the firm's target market.
C) an analysis of the product positioning.
D) developing communications objective.

Answer 3

A

Question 4

In consumer-oriented advertising research, sociological analysis involves identifying who the target market associates with and how they interact with other people.

Question 5

The IMC planning process begins with communications research.

Question 6

A sociological approach in consumer-oriented research involves direct observation of consumers using goods and services.

Question 7

Product-specific research goes beyond understanding a product's benefits; it also includes an understanding of the product's attributes.

Question 8

Using anthropological methods for communications research typically includes:

A) a statistical analysis.
B) a sociological study.
C) direct observation.
D) secondary research.

Question 9

Consumer-oriented advertising research includes using methods from disciplines such as anthropology, psychology, and biology.

Question 10

In consumer-oriented advertising research, advertisers often analyze psychological motives for product purchases.

Question 11

Identifying who will be the recipient of a planned communications campaign is ________ research.

A) consumer-oriented
B) target-market
C) product-specific
D) market segmentation

Question 12

If Ralph Lauren's marketing team is trying to determine if the brand will appeal to a cohort group that is rich, elite, and distinct, which method would reveal such a trend?

A) Product-specific research
B) Anthropological research
C) Psychological research
D) A sociological approach assessing social class

Question 13

Predicting consumer behavior by concentrating on the motives of purchase decisions involves using a(n) ________ approach

A) product-specific research
B) psychological
C) sociological
D) anthropological

Question 14

The primary methods used in communications research are product-specific research, target-market research and competitive analysis research.

Question 15

Discovering the major selling idea for a good or service is part of which component of communications research?

A) Consumer-oriented research
B) Target-market research
C) Product-specific research
D) Quantitative research

Question 16

The "Got milk?" campaign emerged after consumers were deprived of milk for a week. What forms of communication research was used to discover the impact of doing without milk?

A) Product-specific and consumer-oriented research
B) Target-market and product-specific research
C) Consumer and business-to-business research
D) Sociological and anthropological research

Question 17

An individual's desire to drink high-quality wine as an expression of individuality and taste is discovered using which type of communications research approach?

A) Product-specific research approach
B) Psychological approach
C) Sociological approach
D) Anthropological approach

Question 18

When conducting communications research, each of the following perspectives is typically used except:

A) anthropology.
B) sociology.
C) psychology.
D) statistics.

Question 19

When conducting communications research, researchers examine the context of a product's use.

Question 20

Advertising researchers want to understand reasons individuals select specific fashion trends. The best consumer-oriented research method to use would be a(n) ________ approach.

A) product-specific research
B) psychological
C) sociological
D) anthropological

Question 21

All of the following are types of demographic segmentation variables except:

A) gender.
B) lifestyles.
C) age.
D) ethnicity.

Question 22

Market segments should be internally:

A) heterogeneous.
B) identifiable.
C) unique.
D) homogeneous.

Question 23

The method of consumer segmentation that is based on population characteristics is:

A) demographics.
B) psychographics.
C) geographic.
D) polygraphic.

Question 24

All of the following facts about women are true except:

A) that women control 75 percent of the world's annual consumer spending.
B) 80 percent of women buy and sell stocks.
C) 90 percent of women deal with financial advisors.
D) 96 percent of women are involved in purchasing high-priced electronics.

Question 25

A focus group consists of a small set of individuals that are asked to talk about a particular topic, product or brand in front of a moderator.

Question 26

Briefly describe the steps in the IMC planning process.

Question 27

All of the following facts about campaigns that target men are true except:

A) men prefer specific information rather than browsing products and brands.
B) men favor products that reflect status and demonstrate they have good taste.
C) men tend to purchase well-known brands.
D) for men, a lower price is more important than higher quality.

Question 28

In marketing deodorant to women, Degree emphasized that the product:

A) worked under physical feats, such as mountain biking.
B) left no marks on clothing and would hold up as she worked and socialized.
C) left no perspiration stains when exercising.
D) had perfume ingredients that created an alluring smell.

Question 29

All of the following are methods of segmenting consumer markets except:

A) demographics.
B) industry size.
C) psychographics.
D) generations.

Question 30

Consumer-oriented research looks at the best market segment for a particular benefit of a good or service, such as financial planning by a bank.

Question 31

The marketing director of the Houston Astros baseball team has developed an advertising campaign targeted at females. This is an example of the demographic segmentation variable of:

A) gender.
B) age.
C) income.
D) ethnicity.

Question 32

All of the following are methods of segmenting consumer markets except:

A) geographic.
B) geodemographics.
C) distribution channel.
D) benefits.

Question 33

A set of businesses or groups of individual consumers with distinct characteristics is a(n):

A) differentiated group.
B) production department.
C) market segment.
D) manufacturing system.

Question 34

If a company's marketing team chooses to focus marketing efforts on children, which demographic variable is being used to segment the market?

A) Gender
B) Age
C) Generations
D) Benefits

Question 35

For a market segment to be viable, it should meet each of the following tests except the:

A) members of the market segment should be ambiguous.
B) market segment must be large enough to be financially viable to market with a separate marketing campaign.
C) market segment must differ from the population as a whole.
D) market segment must be reachable through some type of media or marketing communications.

Question 36

Using gender, age, ethnicity, and income as market segmentation variables is the application of which segmentation approach?

A) Demographics
B) Psychographics
C) Geographic
D) Polygraphic

Question 37

Target-market research identifies who the recipient will be in a communications campaign.

Question 38

Analysis of buying patterns by gender is an example of segmentation by:

A) psychographics.
B) generations.
C) demographics.
D) usage.

Question 39

Level of education is an example of segmentation by:

A) psychographics.
B) generations.
C) demographics.
D) geodemographics.

Question 40

What is the first step in the IMC planning process? Describe the components.

Question 41

Geodemographic segmentation combines all of the following except:

A) demographics.
B) geographic information.
C) product usage.
D) psychographics.

Question 42

If a company sends direct mail only to zip codes in communities that match a firm's best customer profiles, it is using which type of segmentation?

A) Demographic
B) Psychographic
C) Geographic
D) Geodemographic

Question 43

Males who buy items because they reflect "masculinity" may be targeted using which segmentation approach?

A) Geographic
B) Psychographic
C) Generational
D) Product use

Question 44

Targeting northern U.S. states for sales of snow skis is an example of which type of segmentation?

A) Demographic
B) Geographic
C) Benefit
D) Geodemographic

Question 45

The marketing leaders of the New Orleans Saints football team developed an advertising campaign targeted at teenagers. This is an example of the demographic segmentation variable of:

A) gender.
B) age.
C) income.
D) ethnicity.

Question 46

Target markets exist in two areas: current customers and potential customers.

Question 47

In terms of ethnic marketing, the majority of African-Americans want which of the following marketed specifically to them?

A) Clothing
B) Consumer-packaged goods
C) Health and beauty products
D) Entertainment services

Question 48

A commercial showing the luxury and quality of a Lexus is based on ________ segmentation.

A) geographic
B) income
C) ethnic
D) geodemographic

Question 49

Which method of segmenting markets is based on the idea that people experience significant external events during their late adolescence and early adulthood that impact their social values, attitudes, and preferences?

A) Demographic
B) Psychographic
C) Generations
D) Geodemographics

Question 50

The VALS typology is based on which type of segmentation?

A) Demographic
B) Psychographic
C) Generations
D) Geodemographic

Question 51

Targeting people who wish to improve their sex lives using herbs and supplements is an example of ________ segmentation.

A) demographic
B) geographic
C) benefit
D) geodemographic

Question 52

In terms of market segmentation, the usage segmentation approach offers each of the following advantages except:

A) a meaningful classification scheme based on actual behavior of customers.
B) ability to reduce a large volume of customer data to a few, concise clusters.
C) ability to measure the growth of each cluster and the migration of customers from one cluster to another.
D) ability to compare a firm's customers with customers from competing firms.

Question 53

When Skechers targets California with a special advertising and promotional campaign, which type of segmentation is being used?

A) Psychographics
B) Demographics
C) Geographic area
D) Geodemographics

Question 54

Marketing to individuals who are successful, sophisticated, receptive to new technologies, enjoy sports, and are liberal in their political views is an example of which type of segmentation?

A) Demographic
B) Psychographic
C) Generations
D) Geodemographic

Question 55

Attitudes, interests, and opinions are reflected in ________ segments.

A) demographic market
B) geographic market
C) psychographic market
D) product differentiation

Question 56

PRIZM is a company that specializes in which type of segmentation?

A) Product differentiation
B) Geodemographic
C) Geographic
D) Psychographic

Question 57

A firm that has a database containing consumer purchasing histories that uses the information to create market segments is using ________ segmentation.

A) demographic
B) psychographic
C) benefit
D) usage

Question 58

A market segmentation approach that focuses on the benefits of a product rather than on the type of customers of a product is called ________ segmentation.

A) demographic
B) psychographic
C) benefit
D) usage

Question 59

Geodemographics combines demographic information, geographical information and ________ information.

A) psychographic
B) generational
C) global marketing
D) benefit segmentation

Question 60

Targeting people who buy vitamins to improve their health is an example of ________ segmentation.

A) demographic
B) geographic
C) benefit
D) geodemographic

Question 61

Selling to various ethnic groups is a form of demographic market segmentation.

Question 62

When marketing to men, it is important to remember that many men do not enjoy browsing; instead, they prefer to look for specific information or products.

Question 63

Demographics, or population characteristics, can be used to identify market segments.

Question 64

When marketing to children, a company is using generation segmentation.

Question 65

The current trend in dealing with ethnic groups is to create separate campaigns for each ethnic group.

Question 66

Market segmentation identifies specific groups of consumers or businesses based on needs, attitudes, and interests.

Question 67

Benefit segmentation is a combination of demographic and psychographic information.

Question 68

Marketing products that are purchased by both genders with different types of appeals are not usually successful.

Question 69

Psychographic information is often combined with usage and benefit information to provide marketers with a more complete understanding of a target market.

Question 70

Psychographics are patterns that reflect attitudes, interests, and opinions of consumers, and can be used for demographic market segmentation.

Question 71

A market segment must be financially viable to be useful.

Question 72

In ethnic marketing it is important to present one overall message theme, but it should then be tailored to fit the needs and values of each ethnic group.

Question 73

Geodemographic segmentation combines geographic information with product usage and psychographic information.

Question 74

Geographic segmentation is especially useful for retailers that want to limit marketing communications expenditures to specific areas.

Question 75

Successful ethnic marketing is more than just using ethnic media outlets. It requires understanding various ethnic groups and preparing marketing communications that speak to specific cultures and values.

Question 76

A market segment is a set of consumers or businesses with distinct characteristics.

Question 77

Consumers within a market segment tend to be homogeneous, which means they are different.

Question 78

A recent study revealed that women control 75 percent of the world's annual consumer spending.

Question 79

The increase in the number of minorities and their buying power represents both an opportunity and a threat for companies.

Question 80

Selling a product specifically to women is a form of psychographic market segmentation.