Question 1

Some industries,such as movie theatres,travel,jewellery and fashion,would be out of business if people didn't have ________ income.

Accepted Answer

A) high 
B) double 
C) discretionary 
D) none of these 
A) high 
B) double 
C) discretionary 
D) none of these C

Question 2

Brand relationship refers to the strength of connection that the consumer has with a brand.

Accepted Answer

A) True 
 B)False  True

Question 3

Which consumer role involves giving advice about what product to buy?

Accepted Answer

A) User 
B) Influencer 
C) Decider 
D) Initiator 
E) Buyer 
A) User 
B) Influencer 
C) Decider 
D) Initiator 
E) Buyer B

Question 4

________ means dividing the market into groups of people who have similar characteristics in certain key product-related areas.

Accepted Answer

A) Targeting 
B) Marketing 
C) Positioning 
D) Segmenting 
E) Profiling 
A) Targeting 
B) Marketing 
C) Positioning 
D) Segmenting 
E) Profiling

Question 5

'Consumers with a conscience' are well informed and driven by a belief that sustainability issues are critical.

Accepted Answer

A) True 
 B)False

Question 6

Psychographics are the statistical,personal,social and economic characteristics used to describe a population including age,gender,education,income,occupation,race and family size.

Accepted Answer

A) True 
 B)False

Question 7

Ron is single and not a very good cook,so he eats a lot of pizza.So much so that he orders it sometimes five nights per week from his favourite pizza place,Pizza Hut.Why is Ron an important customer for Pizza Hut?

Accepted Answer

A critical behaviour predictor called us

Question 8

Which of the following statements regarding attitudes is false?

Accepted Answer

A) Advertisers are interested in attitudes because of their impact on motivations. 
B) Attitudes can be positive or negative,reflecting like or dislike,or they can be neutral. 
C) Most attitudes are deeply set and cannot be changed. 
D) Attitudes are important to advertisers because they influence how consumers evaluate products,institutions,retail stores and advertising. 
E) Attitudes are learned. 
A) Advertisers are interested in attitudes because of their impact on motivations. 
B) Attitudes can be positive or negative,reflecting like or dislike,or they can be neutral. 
C) Most attitudes are deeply set and cannot be changed. 
D) Attitudes are important to advertisers because they influence how consumers evaluate products,institutions,retail stores and advertising. 
E) Attitudes are learned.

Question 9

The purchase decision is the last step of the consumer decision process.

Accepted Answer

A) True 
 B)False

Question 10

'Do consumers buy this because they really need it or because they feel like they want it?' is an example of a question answered by the study of consumer behaviour.

Accepted Answer

A) True 
 B)False

Question 11

A need is an internal force that stimulates you to behave in a particular manner.

Accepted Answer

A) True 
 B)False

Question 12

Buyers and users have the same needs.

Accepted Answer

A) True 
 B)False

Question 13

Jennifer is 21 and she has decided to buy a car.She has spoken to the bank and knows she can't spend more than $20,000 because this is what they will lend her.Outline the process she will go through in making this decision.

Accepted Answer

Jennifer will probably go through all of

Question 14

Usage refers to how much of a product category or brand a customer buys.

Accepted Answer

A) True 
 B)False

Question 15

Consumer behaviour describes what consumers do (select,purchase,use and dispose of products),rather than the needs motivating those behaviours.

Accepted Answer

A) True 
 B)False

Question 16

Which one of these Roy Morgan Values Segments represents the smallest segment of the Australian public?

Accepted Answer

A) Real conservatism 
B) Traditional family life 
C) Something better 
D) A fairer deal 
E) Basic needs 
A) Real conservatism 
B) Traditional family life 
C) Something better 
D) A fairer deal 
E) Basic needs

Question 17

A company that is highly concerned about the environment wants to advertise that it has reduced packaging materials for its products.Marketers choose an advertising message that focuses less on the environment and more on the reduced amount consumers have to throw away.What information about the company's consumers would best explain the choice of message?

Accepted Answer

A) They prefer green building and alternative energy. 
B) They prefer natural lifestyles. 
C) They are consumers with a conscience. 
D) They are wastage-focused. 
E) They are green consumers. 
A) They prefer green building and alternative energy. 
B) They prefer natural lifestyles. 
C) They are consumers with a conscience. 
D) They are wastage-focused. 
E) They are green consumers.

Question 18

Define the three segments of consumers found to have high ability and willingness to act on their values and beliefs favouring sustainability.

Accepted Answer

Green consumers are well informed and dr

Question 19

________ refers to how much of a product category or brand a customer buys.

Accepted Answer

A) Adoption 
B) Innovation 
C) Motivation 
D) Niche 
E) Usage 
A) Adoption 
B) Innovation 
C) Motivation 
D) Niche 
E) Usage

Question 20

AIDA stands for attention,interest,________ and action.

Accepted Answer

A) determination 
B) activation 
C) desire 
D) deliberation 
E) discussion 
A) determination 
B) activation 
C) desire 
D) deliberation 
E) discussion

Some industries,such as movie theatres,travel,jewellery and fashion,would be out of business if people didn't have ________ income.

Brand relationship refers to the strength of connection that the consumer has with a brand.

Which consumer role involves giving advice about what product to buy?

________ means dividing the market into groups of people who have similar characteristics in certain key product-related areas.

'Consumers with a conscience' are well informed and driven by a belief that sustainability issues are critical.

Psychographics are the statistical,personal,social and economic characteristics used to describe a population including age,gender,education,income,occupation,race and family size.

Ron is single and not a very good cook,so he eats a lot of pizza.So much so that he orders it sometimes five nights per week from his favourite pizza place,Pizza Hut.Why is Ron an important customer for Pizza Hut?

Which of the following statements regarding attitudes is false?

The purchase decision is the last step of the consumer decision process.

'Do consumers buy this because they really need it or because they feel like they want it?' is an example of a question answered by the study of consumer behaviour.

A need is an internal force that stimulates you to behave in a particular manner.

Buyers and users have the same needs.

Jennifer is 21 and she has decided to buy a car.She has spoken to the bank and knows she can't spend more than $20,000 because this is what they will lend her.Outline the process she will go through in making this decision.

Usage refers to how much of a product category or brand a customer buys.

Consumer behaviour describes what consumers do (select,purchase,use and dispose of products),rather than the needs motivating those behaviours.

Which one of these Roy Morgan Values Segments represents the smallest segment of the Australian public?

Define the three segments of consumers found to have high ability and willingness to act on their values and beliefs favouring sustainability.

________ refers to how much of a product category or brand a customer buys.

AIDA stands for attention,interest,________ and action.

Introduction to Advertising

Advertisings Role in Marketing

Regulation and Ethics of Advertising

Brands and the Advertising Contribution

Strategic Research in Advertising

Advertising Strategy and Planning

Print and Out-Of-Home Media

Broadcast Media

Interactive and Digital Media

Media Strategy, planning and Buying

The Creative Side of Advertising Strategy

Copywriting

Art Direction and Production

Filters

Exam 5: Defining Audiences for Advertising

Some industries,such as movie theatres,travel,jewellery and fashion,would be out of business if people didn't have ________ income.

Brand relationship refers to the strength of connection that the consumer has with a brand.

Which consumer role involves giving advice about what product to buy?

________ means dividing the market into groups of people who have similar characteristics in certain key product-related areas.

'Consumers with a conscience' are well informed and driven by a belief that sustainability issues are critical.

Psychographics are the statistical,personal,social and economic characteristics used to describe a population including age,gender,education,income,occupation,race and family size.

Ron is single and not a very good cook,so he eats a lot of pizza.So much so that he orders it sometimes five nights per week from his favourite pizza place,Pizza Hut.Why is Ron an important customer for Pizza Hut?

Which of the following statements regarding attitudes is false?

The purchase decision is the last step of the consumer decision process.

'Do consumers buy this because they really need it or because they feel like they want it?' is an example of a question answered by the study of consumer behaviour.

A need is an internal force that stimulates you to behave in a particular manner.

Buyers and users have the same needs.

Jennifer is 21 and she has decided to buy a car.She has spoken to the bank and knows she can't spend more than $20,000 because this is what they will lend her.Outline the process she will go through in making this decision.

Usage refers to how much of a product category or brand a customer buys.

Consumer behaviour describes what consumers do (select,purchase,use and dispose of products),rather than the needs motivating those behaviours.

Which one of these Roy Morgan Values Segments represents the smallest segment of the Australian public?

Define the three segments of consumers found to have high ability and willingness to act on their values and beliefs favouring sustainability.

________ refers to how much of a product category or brand a customer buys.

AIDA stands for attention,interest,________ and action.

Introduction to Advertising

Advertisings Role in Marketing

Regulation and Ethics of Advertising

Brands and the Advertising Contribution

Strategic Research in Advertising

Advertising Strategy and Planning

Print and Out-Of-Home Media

Broadcast Media

Interactive and Digital Media

Media Strategy, planning and Buying

The Creative Side of Advertising Strategy

Copywriting

Art Direction and Production

Filters