Deck 13: Age

Question 1

Which of the following is NOT one of the four conflicts common to all teens identified by Saatchi & Saatchi advertising agency?

A) Growth versus restriction
B) Autonomy versus belonging
C) Idealism versus pragmatism
D) Narcissism versus intimacy

Answer 1

A

Question 2

Jane is a Baby Boomer.How is Jane most likely to be different from her mother when her mother was 60-years old?

A) Jane is going to have fewer resources for retirement than did her mother.
B) Jane will think of herself as being much older than her mother did at the same age.
C) Jane will no longer be interested in youthful styles, while her mother was likely to retain such interests.
D) Jane is much more likely to be physically active than her mother was at the same age.

Answer 2

D

Question 3

Which of the following best describes the concept of a teenager?

A) Most cultures have historically separated youth between the ages of 13 to 17 as being neither children nor adults.
B) Most primitive cultures have isolated youth between 13 and 17 as being unstable and incapable of membership in adult life.
C) The concept of being a teenager is a relatively new historical development that did not exist prior to about 60 or 70 years ago.
D) The concept of a teenager began to appear in Western cultures about 200 years ago as a result of practices by Native American tribes.

Answer 3

C

Question 4

Shannon Reeves and Tish Phillips remember their days of student protest in America in the 1960s.Shannon remembers seeing Jimi Hendrix at Woodstock and Tish remembers burning her bra in front of the central administration building at Yale.These memories about cultural heroes and events are one of the chief characteristics of an age ________.

A) paradigm
B) renaissance
C) cohort
D) perception

Question 5

One of the goals of marketing to Gen Yers has been to allow them to remain free of the restraints of wires and cords,but still be connected to any media at any time.The lifestyle created by this approach is referred to as ________.

A) identity renaissance
B) cosplay
C) distinct-styling
D) connexity

Question 6

Hillary is a typical teenager.She sees and hears ads all the time.Most of the time they are pretty good,but some ads have a trait that really bothers her.What is that trait most likely to be?

A) Hillary is bothered by companies that run ads that stay true to their brand image and spend a lot of time backing up what they say.
B) Hillary is bothered by ads that talk down to her.
C) Hillary doesn't like product ads that the promoters think must be entertaining.
D) Hillary doesn't like ads that show problems teenagers face, especially when they aren't treating these problems in a very serious manner.

Question 7

Advertising to teens typically depicts ________.

A) respected adults recommending the product
B) qualified experts explaining the benefit of the product
C) 'in' teens using the product
D) family members from two or three generations using the product together

Question 8

An age ________ consists of people of similar ages who have undergone similar experiences.

A) culture
B) paradigm
C) cohort
D) model

Question 9

Which of the following best explains why marketers view teens as 'consumers-in-training'?

A) Teenagers have little influence on their families' purchase decisions, but they carefully watch and model the consumer behaviour of their parents.
B) Marketers typically do not begin targeting consumers until they are teenagers.
C) Teenagers have little discretionary income, so they have few opportunities to make independent purchase decisions.
D) Teenagers often develop brand loyalty during their adolescence, committing to a brand and continuing to purchase it for decades to come.

Question 10

Members of which of the following age cohorts are part of today's grey market?

A) Generation Z
B) Generation Y
C) Generation X
D) The War Baby Generation

Question 11

If you were born between 1946 and 1964,you would be called a War Baby because two wars occurred during that period of time.

Question 12

Which of the following is true about the phenomenon of nostalgia?

A) Adults older than 30 are particularly susceptible, but people of all ages can feel nostalgic.
B) Adults older than 50 are particularly susceptible to nostalgia, but people younger than 40 are more likely to reserve their warm feelings for future events.
C) Most adults are about equal in the amount of nostalgia they feel.
D) Nostalgia is an important marketing variable, but researchers have no reliable methods of measuring it.

Question 13

Another name for Generation Y is ________.

A) War Babies
B) Slackers
C) the Lost Generation
D) Echo Boomers

Question 14

Gen Yers are at home in a ________,communicating by texting and IMing.

A) thumb culture
B) tween market
C) grey market
D) renaissance culture

Question 15

Marketers must know the needs and wants of their customers.Which of the following presents the most accurate picture of the typical elderly consumer today?

A) Most are old, infirm, depressed, stay-at-home people who live a hand-to-mouth existence.
B) Most are active, interested in what life has to offer, and are enthusiastic consumers with the means and willingness to buy many goods and services.
C) Most live with their children, have little savings, and have an increasingly difficult time adjusting to the changing technical world around them.
D) Most have refused government support and are isolated. They don't trust anyone under 60.

Question 16

The cohort of consumers born between 1965 and 1985 has been labelled ________,or 'baby busters.'

A) War Babies
B) the Lost Generation
C) Generation X
D) Baby Boomlets

Question 17

If you were a person born between 1946 and 1964,you would be called a ________.

A) Baby Boomlet
B) Baby Buster
C) War Baby
D) Baby Boomer

Question 18

Researchers measure ________ on dimensions that include 'feel-age' and 'look-age.'

A) chronological age
B) perceived age
C) age cohort
D) social age

Question 19

Jui-Jui has a need to achieve independence.He dreams daily of leaving home and getting his own apartment; however,because he lives in a neighbourhood full of houses,he would have to go some distance to find an apartment that he could afford.This move would mean that he would distance himself from his friends.This example is a common dilemma for many teens.Which of the following conflicts that most teens face is most applicable to Jui-Jui's situation?

A) Autonomy versus belonging
B) Rebellion versus conformity
C) Idealism versus pragmatism
D) Narcissism versus intimacy

Question 20

What is a major difference between a Generation Y and a Generation X consumer?

A) Generation Y is more alienated from traditional culture than Generation X and is reached with more cynical promotional themes.
B) There are so many more members of Generation X than Generation Y that promoters had to use more mass communications with the Gen Xers and fewer one-on-one promotions.
C) There are no basic differences except what would be expected by their age differences.
D) Proportionally, less tobacco and alcohol will be purchased and consumed by Generation Y members than the Generation X cohort.

Question 21

Originally,another name for Generation X was 'slackers.'

Question 22

Teenagers who are obsessed with their own appearance and needs but still desire to connect on a meaningful level with other people are suffering an autonomy versus belonging conflict.

Question 23

Age cohorts share similar problems because they are more genetically similar than people from different cohorts.

Question 24

As we age,our values and priorities change.Researchers have identified a set of key values that motivate older consumers.Marketing strategies aimed at the grey market should relate to one or more of these motivational factors to be successful.Select one of them and describe how marketers have applied it.The key values are:
-Autonomy
-Connectedness
-Altruism

Question 25

Marketers have identified the key values of seniors.One of these is severing the connections with friends and family so that seniors can feel free of restraints.

Question 26

People born between the two World Wars are part of the Silent Generation.

Question 27

Gen Yers are the most diverse generation in Australian history.

Question 28

Explain why the original descriptions and stereotypes of Gen Xers may be inaccurate.

Question 29

Briefly explain how teens have been found to use ridicule to exchange information about consumption norms and values.

Question 30

Explain the concept called 'age cohort.' Briefly explain how marketers might use this concept to segment markets.

Question 31

It is the actual age of seniors that determines their consumer behaviour,not their perceived age.

Question 32

Martha Sheppard is approaching 70.She wants to give something back to her community.She works hard at her church as a pastoral care volunteer,at her local hospital as a greeter,and for a local AIDS prevention and treatment centre as a nurses' aide and volunteer.She believes that she can make a difference.Martha is an example of a senior citizen who is emphasising altruism as a key value.

Question 33

Australians over the age of 50 are the focus of almost 50 per cent of advertising.

Question 34

Nostalgia is important to marketers but they have no way of measuring it.