Question 1

The most tech-savvy is/are

Accepted Answer

A)  Canada's intellectual elite 
B)  baby boomers 
C)  seniors 
D)  the sandwich generation 
E)  generations X and Y 
A)  Canada's intellectual elite 
B)  baby boomers 
C)  seniors 
D)  the sandwich generation 
E)  generations X and Y

Question 2

Visa's use of the signature "More people go with Visa" is an example of

Accepted Answer

A)  a geographic segmentation strategy 
B)  comparative positioning 
C)  global brand-leadership positioning 
D)  product differentiation positioning 
E)  innovation positioning 
A)  a geographic segmentation strategy 
B)  comparative positioning 
C)  global brand-leadership positioning 
D)  product differentiation positioning 
E)  innovation positioning

Question 3

Consumers are quite selective about messages they receive. Consumers perceive messages that

Accepted Answer

A)  are easy to see or hear 
B)  they want to remember 
C)  are in their face 
D)  are in line with their needs 
E)  appeal to the real self 
A)  are easy to see or hear 
B)  they want to remember 
C)  are in their face 
D)  are in line with their needs 
E)  appeal to the real self

Question 4

How can advertisers use reference groups to develop strategy?

Accepted Answer

A reference or peer group is a group to

Question 5

The definition of consumer buying behaviour includes

Accepted Answer

A)  mass consumption 
B)  discretionary income 
C)  satisfaction of needs and wants 
D)  costs of goods purchased 
E)  competitors 
A)  mass consumption 
B)  discretionary income 
C)  satisfaction of needs and wants 
D)  costs of goods purchased 
E)  competitors

Question 6

Many important consumer decisions are based on

Accepted Answer

A)  the real self and the self-image 
B)  significant exposure 
C)  the looking-glass self and the ideal self 
D)  the intellectual self 
E)  screened-out messages 
A)  the real self and the self-image 
B)  significant exposure 
C)  the looking-glass self and the ideal self 
D)  the intellectual self 
E)  screened-out messages

Question 7

Psychographic targeting helps advertisers create messages where the personality of the target matches the

Accepted Answer

A)  geographic region of the target 
B)  income of the target 
C)  benefits sought by the target 
D)  personality of the product 
E)  age group of the target 
A)  geographic region of the target 
B)  income of the target 
C)  benefits sought by the target 
D)  personality of the product 
E)  age group of the target

Question 8

Positioning statements should

Accepted Answer

A)  guide the development of marketing communications 
B)  detail the history of the product 
C)  demonstrate how to use the product 
D)  describe where the product is on the shelf 
E)  discuss the company stock value 
A)  guide the development of marketing communications 
B)  detail the history of the product 
C)  demonstrate how to use the product 
D)  describe where the product is on the shelf 
E)  discuss the company stock value

Question 9

Behavioural targeting

Accepted Answer

A)  is the study of buying patterns of aging consumers 
B)  attempts to change the behavior of consumers 
C)  usually motivates consumers to behave uniformly 
D)  serves ads relevant to a consumer's interests 
A)  is the study of buying patterns of aging consumers 
B)  attempts to change the behavior of consumers 
C)  usually motivates consumers to behave uniformly 
D)  serves ads relevant to a consumer's interests

Question 10

Customers that are less loyal (brand switchers) can be retained by

Accepted Answer

A)  use of coupons to motivate them to buy the product again 
B)  offering free loyalty program memberships 
C)  reminding them of the unique features of the product 
D)  using celebrity endorsements 
A)  use of coupons to motivate them to buy the product again 
B)  offering free loyalty program memberships 
C)  reminding them of the unique features of the product 
D)  using celebrity endorsements

Question 11

TD Canada Trust appeals to the LGBT market because the bank wants to

Accepted Answer

A)  change attitudes of the gay community 
B)  appeal to the needs of a large untapped market 
C)  reduce their media spending 
D)  change attitudes of their current customers 
E)  reposition their brand 
A)  change attitudes of the gay community 
B)  appeal to the needs of a large untapped market 
C)  reduce their media spending 
D)  change attitudes of their current customers 
E)  reposition their brand

Question 12

Psychographic segmentation examines individual lifestyles in terms of

Accepted Answer

A)  status and financial success 
B)  activities, interests and opinions 
C)  attitudes, interests and behaviours 
D)  prestige, success and responsibility 
E)  achievers, success and responsibility 
A)  status and financial success 
B)  activities, interests and opinions 
C)  attitudes, interests and behaviours 
D)  prestige, success and responsibility 
E)  achievers, success and responsibility

Question 13

Demographic segmentation means that markets are identified and pursued on the basis of variables such as

Accepted Answer

A)  location 
B)  lifestyle 
C)  behaviour 
D)  age 
E)  psychographics 
A)  location 
B)  lifestyle 
C)  behaviour 
D)  age 
E)  psychographics

Question 14

A "peer group" is a group, class or category of people to which individuals believe they belong.

Accepted Answer

A) True 
 B)False

Question 15

Maslow's hierarchy of needs and theory of motivation is based on the principle that

Accepted Answer

A)  consumers increase their standard of living 
B)  the per capita income will increase every year 
C)  the supply of goods and services will always increase 
D)  the free market system will produce an increase in the standard of living 
E)  a person moves up to the next higher level need when the one lower is satisfied 
A)  consumers increase their standard of living 
B)  the per capita income will increase every year 
C)  the supply of goods and services will always increase 
D)  the free market system will produce an increase in the standard of living 
E)  a person moves up to the next higher level need when the one lower is satisfied

Question 16

Among the elements contributing to role and responsibility changes in parenting is

Accepted Answer

A)  government legislation 
B)  double targeting 
C)  increasing number of children with attitude 
D)  the increasing number of two-income families 
E)  the effectiveness of advertising 
A)  government legislation 
B)  double targeting 
C)  increasing number of children with attitude 
D)  the increasing number of two-income families 
E)  the effectiveness of advertising

Question 17

Apple's positioning statement forms a meaningful relationship with Apple customers.

Accepted Answer

A) True 
 B)False

Question 18

Influence of family members on buying decisions depends on the product category being considered.

Accepted Answer

A) True 
 B)False

Question 19

Reference group or peer group for an individual is a group of people

Accepted Answer

A)  the individual wants to belong to 
B)  the individual believes he/she belongs to 
C)  with the same postal code 
D)  forming an agency's focus group 
E)  driving the same type of automobile 
A)  the individual wants to belong to 
B)  the individual believes he/she belongs to 
C)  with the same postal code 
D)  forming an agency's focus group 
E)  driving the same type of automobile

Question 20

A good reason to reposition a product is when the preferences of the target market have changed.

Accepted Answer

A) True 
 B)False

The most tech-savvy is/are

Visa's use of the signature "More people go with Visa" is an example of

Consumers are quite selective about messages they receive. Consumers perceive messages that

How can advertisers use reference groups to develop strategy?

The definition of consumer buying behaviour includes

Many important consumer decisions are based on

Psychographic targeting helps advertisers create messages where the personality of the target matches the

Positioning statements should

Behavioural targeting

Customers that are less loyal (brand switchers) can be retained by

TD Canada Trust appeals to the LGBT market because the bank wants to

Psychographic segmentation examines individual lifestyles in terms of

Demographic segmentation means that markets are identified and pursued on the basis of variables such as

A "peer group" is a group, class or category of people to which individuals believe they belong.

Maslow's hierarchy of needs and theory of motivation is based on the principle that

Among the elements contributing to role and responsibility changes in parenting is

Apple's positioning statement forms a meaningful relationship with Apple customers.

Influence of family members on buying decisions depends on the product category being considered.

Reference group or peer group for an individual is a group of people

A good reason to reposition a product is when the preferences of the target market have changed.

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 most tech-savvy is/are

Visa's use of the signature "More people go with Visa" is an example of

Consumers are quite selective about messages they receive. Consumers perceive messages that

How can advertisers use reference groups to develop strategy?

The definition of consumer buying behaviour includes

Many important consumer decisions are based on

Psychographic targeting helps advertisers create messages where the personality of the target matches the

Positioning statements should

Behavioural targeting

Customers that are less loyal (brand switchers) can be retained by

TD Canada Trust appeals to the LGBT market because the bank wants to

Psychographic segmentation examines individual lifestyles in terms of

Demographic segmentation means that markets are identified and pursued on the basis of variables such as

A "peer group" is a group, class or category of people to which individuals believe they belong.

Maslow's hierarchy of needs and theory of motivation is based on the principle that

Among the elements contributing to role and responsibility changes in parenting is

Apple's positioning statement forms a meaningful relationship with Apple customers.

Influence of family members on buying decisions depends on the product category being considered.

Reference group or peer group for an individual is a group of people

A good reason to reposition a product is when the preferences of the target market have changed.

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