Question 1

Geodemographics:

Accepted Answer

A)  combines census data with psychographic data 
B)  segments populations by generations 
C)  is a form of global marketing 
D)  groups consumers by region 
A)  combines census data with psychographic data 
B)  segments populations by generations 
C)  is a form of global marketing 
D)  groups consumers by region

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

A promotions opportunity analysis is the process of identifying target audiences for a company's products and the communication strategies needed to reach these audiences.

Accepted Answer

A) True 
 B)False

Question 4

Successful ethnic marketing requires:

Accepted Answer

A)  hiring ethnically-owned marketing and advertising agencies 
B)  translating English speaking ads into Spanish or native language of the ethnic group 
C)  understanding the various ethnic groups and writing marketing communications that speak to their specific values and cultures 
D)  using ethnically-owned media outlets 
A)  hiring ethnically-owned marketing and advertising agencies 
B)  translating English speaking ads into Spanish or native language of the ethnic group 
C)  understanding the various ethnic groups and writing marketing communications that speak to their specific values and cultures 
D)  using ethnically-owned media outlets

Question 5

When BMW Motorcycles first began targeting some advertisements toward females,the impact was minimal at first,but after awhile began to have an impact on inquiries by females and later on sales revenue.This illustrates the concept of:

Accepted Answer

A)  impact of communication goals on sales revenues 
B)  threshold effects 
C)  sales-response function curve 
D)  carryover effect 
A)  impact of communication goals on sales revenues 
B)  threshold effects 
C)  sales-response function curve 
D)  carryover effect

Question 6

The following are methods of segmenting business-to-business markets,except:

Accepted Answer

A)  psychographics 
B)  NAICS/SIC code 
C)  geographic location 
D)  size of business 
A)  psychographics 
B)  NAICS/SIC code 
C)  geographic location 
D)  size of business

Question 7

Which is a model that shows that further advertising and promotion expenditures may result in adverse effects on profits?

Accepted Answer

A)  a sales-response function 
B)  a marginal analysis 
C)  average return on investment curve 
D)  promotions opportunity curve 
A)  a sales-response function 
B)  a marginal analysis 
C)  average return on investment curve 
D)  promotions opportunity curve

Question 8

Benefit segmentation is a combination of census data with psychographic information.

Accepted Answer

A) True 
 B)False

Question 9

For Generation Y,clothes,automobiles,and college are big ticket items.They also spend substantial amounts on televisions,stereo systems,and products that enhance their personal appearance.

Accepted Answer

A) True 
 B)False

Question 10

Benefit segmentation is more valuable when it can be combined with demographic and psychographic information.

Accepted Answer

A) True 
 B)False

Question 11

Visiting a competitor's store to see how salespeople deal with customers is a form of secondary research.

Accepted Answer

A) True 
 B)False

Question 12

The early effects of an advertising campaign may be minimal,but over time gain momentum.This phenomena is called:

Accepted Answer

A)  diminishing returns 
B)  threshold effects 
C)  the sales-response curve 
D)  carryover effect 
A)  diminishing returns 
B)  threshold effects 
C)  the sales-response curve 
D)  carryover effect

Question 13

The "what we can afford" method of budgeting for marketing communications is the most difficult form of communications budget that a company can prepare.

Accepted Answer

A) True 
 B)False

Question 14

When searching for opportunities in a communication market analysis,a company's marketing team should examine all available data and information about the market.

Accepted Answer

A) True 
 B)False

Question 15

In terms of searching for opportunities in a communications market analysis,a new communication opportunity exists in each of the following situations,except:

Accepted Answer

A)  there is an unfilled market niche 
B)  the competition is doing a poor job of meeting needs of some customers 
C)  competitors have a distinct competence to offer customers 
D)  a market niche is not being targeted with effective marketing communications 
A)  there is an unfilled market niche 
B)  the competition is doing a poor job of meeting needs of some customers 
C)  competitors have a distinct competence to offer customers 
D)  a market niche is not being targeted with effective marketing communications

Question 16

Ethnic consumers tend to be more brand loyal than their Caucasian counterparts.

Accepted Answer

A) True 
 B)False

Question 17

Reading a magazine article about a competitor is a form of secondary research.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A)  psychographics 
B)  demographics 
C)  geographic area 
D)  geodemographics 
A)  psychographics 
B)  demographics 
C)  geographic area 
D)  geodemographics

Question 19

What are the steps in a promotions opportunity analysis?

Accepted Answer

1.Complete a communications ma

Question 20

It is critical that the company's communications strategies mesh with its overall message and be carefully linked to opportunities identified by a communication market analysis.

Accepted Answer

A) True 
 B)False

Geodemographics:

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

A promotions opportunity analysis is the process of identifying target audiences for a company's products and the communication strategies needed to reach these audiences.

Successful ethnic marketing requires:

When BMW Motorcycles first began targeting some advertisements toward females,the impact was minimal at first,but after awhile began to have an impact on inquiries by females and later on sales revenue.This illustrates the concept of:

The following are methods of segmenting business-to-business markets,except:

Which is a model that shows that further advertising and promotion expenditures may result in adverse effects on profits?

Benefit segmentation is a combination of census data with psychographic information.

For Generation Y,clothes,automobiles,and college are big ticket items.They also spend substantial amounts on televisions,stereo systems,and products that enhance their personal appearance.

Benefit segmentation is more valuable when it can be combined with demographic and psychographic information.

Visiting a competitor's store to see how salespeople deal with customers is a form of secondary research.

The early effects of an advertising campaign may be minimal,but over time gain momentum.This phenomena is called:

The "what we can afford" method of budgeting for marketing communications is the most difficult form of communications budget that a company can prepare.

When searching for opportunities in a communication market analysis,a company's marketing team should examine all available data and information about the market.

In terms of searching for opportunities in a communications market analysis,a new communication opportunity exists in each of the following situations,except:

Ethnic consumers tend to be more brand loyal than their Caucasian counterparts.

Reading a magazine article about a competitor is a form of secondary research.

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

What are the steps in a promotions opportunity analysis?

It is critical that the company's communications strategies mesh with its overall message and be carefully linked to opportunities identified by a communication market analysis.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 4: Promotions Opportunity Analysis

Geodemographics:

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

A promotions opportunity analysis is the process of identifying target audiences for a company's products and the communication strategies needed to reach these audiences.

Successful ethnic marketing requires:

When BMW Motorcycles first began targeting some advertisements toward females,the impact was minimal at first,but after awhile began to have an impact on inquiries by females and later on sales revenue.This illustrates the concept of:

The following are methods of segmenting business-to-business markets,except:

Which is a model that shows that further advertising and promotion expenditures may result in adverse effects on profits?

Benefit segmentation is a combination of census data with psychographic information.

For Generation Y,clothes,automobiles,and college are big ticket items.They also spend substantial amounts on televisions,stereo systems,and products that enhance their personal appearance.

Benefit segmentation is more valuable when it can be combined with demographic and psychographic information.

Visiting a competitor's store to see how salespeople deal with customers is a form of secondary research.

The early effects of an advertising campaign may be minimal,but over time gain momentum.This phenomena is called:

The "what we can afford" method of budgeting for marketing communications is the most difficult form of communications budget that a company can prepare.

When searching for opportunities in a communication market analysis,a company's marketing team should examine all available data and information about the market.

In terms of searching for opportunities in a communications market analysis,a new communication opportunity exists in each of the following situations,except:

Ethnic consumers tend to be more brand loyal than their Caucasian counterparts.

Reading a magazine article about a competitor is a form of secondary research.

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

What are the steps in a promotions opportunity analysis?

It is critical that the company's communications strategies mesh with its overall message and be carefully linked to opportunities identified by a communication market analysis.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters