Exam 5: Defining Audiences for Advertising

________ describes how individuals or groups select,purchase,use or dispose of products,as well as describing the needs that motivate these behaviours.

A market aggregation strategy is one in which marketers treat the market as homogeneous,purposely ignoring differences in the market and using one marketing strategy that will appeal to as many people as possible.

Name and describe the psychological influences that motivate consumers and why they are important to advertisers.

You work for a marketing consulting business.You have recommended geographic segmentation as the appropriate strategy to your client,who is in an agriculture business,but the client doesn't know what this is.How would you explain geographic segmentation to them?

In business-to-business situations,the decision process is deliberately more ________.

Norms emerge from a society's ________,which come from our immersion in a specific culture and represent our underlying belief systems.

Which of the following would be considered a psychological influence on a consumer purchase decision?

________ means identifying the group that might be the most profitable audience and the one most likely to respond to marketing communication.

Some consumers are receptive to a sustainability message mainly because they dislike waste and seek to avoid it.

A teenaged Melbournian university student of Australian-born parents of Lebanese heritage with Christian beliefs can be said to be a member of several ________.

A ________ is a group of people we use as a guide for behaviour in specific situations.

If you go and ask consumers which are their favourite soft drinks,the brands they list are:

According to the theory of cognitive dissonance,we tend to compensate for or justify the discrepancies between what we actually received and what we thought we would receive.

Which category of the adoption process represents the small group of people (i.e.2.5% of the population)willing to try something new?

________ is(are)made up of tangible items,such as art,literature,buildings and music,and intangible concepts,such as knowledge,laws,morals and customs.

________ are descriptions of the target audience that read like a description of someone you know.They are used in developing media and message decisions.

Baby boomers were born between:

According to research in the United Kingdom,which of the following descriptions best defines 'green consumers'?

Which of the following was NOT a factor in the classification of consumers with regard to sustainability?

Which of the following would be considered a social/cultural influence on a consumer purchase decision?