Question 1

The 4D- rule applies to

Accepted Answer

A)  loyalty-response 
B)  psychographic segmentation 
C)  developing a positioning statement 
D)  behavioural segmentation 
E)  developing advertising 
A)  loyalty-response 
B)  psychographic segmentation 
C)  developing a positioning statement 
D)  behavioural segmentation 
E)  developing advertising

Question 2

Seeing yourself as an athlete, musician or writer, even though you may not be any of these, is an example of which self-concept?

Accepted Answer

A)  real self 
B)  looking-glass self 
C)  self-image 
D)  ideal self 
E)  selective perception 
A)  real self 
B)  looking-glass self 
C)  self-image 
D)  ideal self 
E)  selective perception

Question 3

According to your textbook, personality, a person's distinguishing psychological characteristics, is influenced by

Accepted Answer

A)  advertising 
B)  marketers 
C)  self-perceptions 
D)  sales pitches 
E)  diet 
A)  advertising 
B)  marketers 
C)  self-perceptions 
D)  sales pitches 
E)  diet

Question 4

The TD Proudly Supports Pride in Toronto ad campaign is targeted to

Accepted Answer

A)  women 
B)  single moms 
C)  gay community 
D)  teens 
E)  lumberjacks 
A)  women 
B)  single moms 
C)  gay community 
D)  teens 
E)  lumberjacks

Question 5

What are the two primary factors that would prompt a company to reposition its brand?

Accepted Answer

Repositioning is defined as changing the

Question 6

To know more about targets in the various regions of Canada, psychographic information is complemented with

Accepted Answer

A)  demographic segmentation 
B)  database marketing 
C)  behaviour response segmentation 
D)  lifestyle positioning 
E)  geographic segmentation 
A)  demographic segmentation 
B)  database marketing 
C)  behaviour response segmentation 
D)  lifestyle positioning 
E)  geographic segmentation

Question 7

What are the primary reasons for repositioning?

Accepted Answer

Organizations must often repos

Question 8

Marketers using the "occasion for use" segmentation strategy show how the product can be used on various occasions.

Accepted Answer

A) True 
 B)False

Question 9

Market positioning is a strategy based on

Accepted Answer

A)  sales promotions 
B)  location of a product on the shelf 
C)  competition 
D)  pricing 
E)  stock value of a company 
A)  sales promotions 
B)  location of a product on the shelf 
C)  competition 
D)  pricing 
E)  stock value of a company

Question 10

Discuss how positioning strategy applies to Coca-Cola's marketing communications activities.

Accepted Answer

Positioning is a selling concept that mo

Question 11

If a positioning strategy is working, a company should

Accepted Answer

A)  decrease advertising spending 
B)  avoid the temptation to change things 
C)  replace the advertising agency 
D)  make frequent changes in positioning and advertising strategy 
E)  reposition before the market gets bored 
A)  decrease advertising spending 
B)  avoid the temptation to change things 
C)  replace the advertising agency 
D)  make frequent changes in positioning and advertising strategy 
E)  reposition before the market gets bored

Question 12

Lifestyle positioning through advertising uses appeals such as

Accepted Answer

A)  leadership 
B)  logic 
C)  demonstration 
D)  innovation 
E)  humour 
A)  leadership 
B)  logic 
C)  demonstration 
D)  innovation 
E)  humour

Question 13

Absolut vodka appeals to the gay community. This is an example of a company trying to change the values of the target market.

Accepted Answer

A) True 
 B)False

Question 14

Geodemographic segmentation involves

Accepted Answer

A)  creating a universal message for all consumer segments 
B)  combining demographic characteristics with geographic characteristics 
C)  a marketing strategy that uses face to face product demonstrations 
D)  marketing based on income levels 
A)  creating a universal message for all consumer segments 
B)  combining demographic characteristics with geographic characteristics 
C)  a marketing strategy that uses face to face product demonstrations 
D)  marketing based on income levels

Question 15

Behavioural targeting involves

Accepted Answer

A)  age and income 
B)  gender and ethnicity 
C)  activities, interests and opinions 
D)  individual behaviour 
E)  media usage 
A)  age and income 
B)  gender and ethnicity 
C)  activities, interests and opinions 
D)  individual behaviour 
E)  media usage

Question 16

List and define four of the lifestyle clusters used to classify Canadian consumers.

Accepted Answer

The clusters are defined by data collect

Question 17

Explain why head-on positioning can be more risky than other positioning strategies?

Accepted Answer

This positioning strategy presents a bra

Question 18

An individual's favourable or unfavourable feelings toward an idea or object are referred to as

Accepted Answer

A)  motives 
B)  needs 
C)  impressions 
D)  attitudes 
E)  perceptions 
A)  motives 
B)  needs 
C)  impressions 
D)  attitudes 
E)  perceptions

Question 19

Many advertising strategies have an urban orientation because

Accepted Answer

A)  advertisements will be perceived as more sophisticated by consumers 
B)  rural customers can identify with urban environments 
C)  over 81% of consumers live in urban areas 
D)  television ads in urban areas are cheaper to produce 
A)  advertisements will be perceived as more sophisticated by consumers 
B)  rural customers can identify with urban environments 
C)  over 81% of consumers live in urban areas 
D)  television ads in urban areas are cheaper to produce

Question 20

Pets and PC's is a cluster that represents large upscale suburban families with child centered lifestyles.

Accepted Answer

A) True 
 B)False

The 4D- rule applies to

Seeing yourself as an athlete, musician or writer, even though you may not be any of these, is an example of which self-concept?

According to your textbook, personality, a person's distinguishing psychological characteristics, is influenced by

The TD Proudly Supports Pride in Toronto ad campaign is targeted to

What are the two primary factors that would prompt a company to reposition its brand?

To know more about targets in the various regions of Canada, psychographic information is complemented with

What are the primary reasons for repositioning?

Marketers using the "occasion for use" segmentation strategy show how the product can be used on various occasions.

Market positioning is a strategy based on

Discuss how positioning strategy applies to Coca-Cola's marketing communications activities.

If a positioning strategy is working, a company should

Lifestyle positioning through advertising uses appeals such as

Absolut vodka appeals to the gay community. This is an example of a company trying to change the values of the target market.

Geodemographic segmentation involves

Behavioural targeting involves

List and define four of the lifestyle clusters used to classify Canadian consumers.

Explain why head-on positioning can be more risky than other positioning strategies?

An individual's favourable or unfavourable feelings toward an idea or object are referred to as

Many advertising strategies have an urban orientation because

Pets and PC's is a cluster that represents large upscale suburban families with child centered lifestyles.

Advertising in a Marketing Communications Environment

The Advertising Industry

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters

Exam 3: Consumer Behaviour Concepts and Target Marketing

The 4D- rule applies to

Seeing yourself as an athlete, musician or writer, even though you may not be any of these, is an example of which self-concept?

According to your textbook, personality, a person's distinguishing psychological characteristics, is influenced by

The TD Proudly Supports Pride in Toronto ad campaign is targeted to

What are the two primary factors that would prompt a company to reposition its brand?

To know more about targets in the various regions of Canada, psychographic information is complemented with

What are the primary reasons for repositioning?

Marketers using the "occasion for use" segmentation strategy show how the product can be used on various occasions.

Market positioning is a strategy based on

Discuss how positioning strategy applies to Coca-Cola's marketing communications activities.

If a positioning strategy is working, a company should

Lifestyle positioning through advertising uses appeals such as

Absolut vodka appeals to the gay community. This is an example of a company trying to change the values of the target market.

Geodemographic segmentation involves

Behavioural targeting involves

List and define four of the lifestyle clusters used to classify Canadian consumers.

Explain why head-on positioning can be more risky than other positioning strategies?

An individual's favourable or unfavourable feelings toward an idea or object are referred to as

Many advertising strategies have an urban orientation because

Pets and PC's is a cluster that represents large upscale suburban families with child centered lifestyles.

Advertising in a Marketing Communications Environment

The Advertising Industry

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters