Question 1

________ are professional researchers hired by advertisers to identify trends that may affect consumer behaviour.

Accepted Answer

A) Fortune tellers 
B) Futurists 
C) Trend spotters 
D) Demographers 
E) Fashionistas 
A) Fortune tellers 
B) Futurists 
C) Trend spotters 
D) Demographers 
E) Fashionistas

Question 2

Approximately one quarter of the Australian population is made up of:

Accepted Answer

A) heterosexuals 
B) women 
C) overseas-born residents 
D) Aboriginal and Torres Strait Islander people 
E) men 
A) heterosexuals 
B) women 
C) overseas-born residents 
D) Aboriginal and Torres Strait Islander people 
E) men

Question 3

For the first time in the United States,________ households outnumber married couples with children.

Accepted Answer

A) unmarried couples with children 
B) university student 
C) one-person 
D) double-income 
E) married childless 
A) unmarried couples with children 
B) university student 
C) one-person 
D) double-income 
E) married childless

Question 4

A group of people identified and selected by the marketer,with similar needs and characteristics and who are most likely to be receptive to the marketer's product and messages,is known as a ________.

Accepted Answer

A) market segment 
B) viable segment 
C) sustainable segment 
D) viable market 
E) target market 
A) market segment 
B) viable segment 
C) sustainable segment 
D) viable market 
E) target market

Question 5

Which of the following questions do marketers answer by studying consumer behaviour?

Accepted Answer

A) Would changing that product design lower the cost of making it 
B) Did stores order that product six months or a year in advance? 
C) Did consumers search online before buying that product in a store? 
D) What values do consumers associate with our brand? 
E) What is our value proposition? 
A) Would changing that product design lower the cost of making it 
B) Did stores order that product six months or a year in advance? 
C) Did consumers search online before buying that product in a store? 
D) What values do consumers associate with our brand? 
E) What is our value proposition?

Question 6

Impulse buyers are driven by a need to know everything they can about a product before making a purchase.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) selective satisfaction 
B) cognitive dissonance 
C) adaptation 
D) habituation 
E) attribution 
A) selective satisfaction 
B) cognitive dissonance 
C) adaptation 
D) habituation 
E) attribution

Question 8

________ refers to lifestyle and psychological characteristics,such as attitudes,interests and opinions.

Accepted Answer

A) Psychology 
B) Psychographics 
C) Attitude 
D) Value 
E) Personality 
A) Psychology 
B) Psychographics 
C) Attitude 
D) Value 
E) Personality

Question 9

'Customers' are which specific type of consumer?

Accepted Answer

A) Those who buy a particular brand or patronise a specific store 
B) Those who buy in business-to-business (B2
B) channels 
C) Those who buy products to satisfy their needs or wants 
D) Those who buy in a particular type of market 
E) Those who meet their needs in a holistic way 
A) Those who buy a particular brand or patronise a specific store 
B) Those who buy in business-to-business (B2
B) channels 
C) Those who buy products to satisfy their needs or wants 
D) Those who buy in a particular type of market 
E) Those who meet their needs in a holistic way

Question 10

Define psychographics,and explain what makes psychographic measures important to advertisers.

Accepted Answer

Psychographics refers to lifestyle and p

Question 11

Consumer behaviour describes how individuals or groups select,purchase,use or dispose of products.It also describes which of the following?

Accepted Answer

A) The needs marketers serve in a holistic way 
B) The ways advertisers decide upon whom to focus their efforts 
C) The ways retailers select merchandise 
D) The needs motivating those behaviours 
E) The prices at which profits are maximised 
A) The needs marketers serve in a holistic way 
B) The ways advertisers decide upon whom to focus their efforts 
C) The ways retailers select merchandise 
D) The needs motivating those behaviours 
E) The prices at which profits are maximised

Question 12

The Thrills'n'spills Holiday company chooses to divide the holiday market into those who like to be quiet and relax on holiday and those who are gregarious and love adventure.This would be an example of which type of segmentation?

Accepted Answer

A) Demographic 
B) Geographic 
C) Psychographic 
D) Behavioural 
E) Benefit 
A) Demographic 
B) Geographic 
C) Psychographic 
D) Behavioural 
E) Benefit

Question 13

The general trend in relation to occupation is a shift from blue-collar occupations to:

Accepted Answer

A) green-collar occupations 
B) white-collar occupations 
C) red-collar occupations 
D) grey-collar occupations 
E) brown-collar occupations 
A) green-collar occupations 
B) white-collar occupations 
C) red-collar occupations 
D) grey-collar occupations 
E) brown-collar occupations

Question 14

In which stage of the consumer decision process is a consumer likely to feel cognitive dissonance?

Accepted Answer

A) Need recognition 
B) Information search 
C) Evaluation of alternatives 
D) Purchase decision 
E) Post-purchase behaviour 
A) Need recognition 
B) Information search 
C) Evaluation of alternatives 
D) Purchase decision 
E) Post-purchase behaviour

Question 15

Primary gender differences are physical traits that are inherent in males and females,such as women's ability to bear children.

Accepted Answer

A) True 
 B)False

Question 16

Products for personal health and natural lifestyles could be appealing to the segments of consumers who are concerned about sustainability and willing and able to act on it.

Accepted Answer

A) True 
 B)False

Question 17

According to the Pareto Rule,10% of the users buy 80% of the products.

Accepted Answer

A) True 
 B)False

________ are professional researchers hired by advertisers to identify trends that may affect consumer behaviour.

Approximately one quarter of the Australian population is made up of:

For the first time in the United States,________ households outnumber married couples with children.

A group of people identified and selected by the marketer,with similar needs and characteristics and who are most likely to be receptive to the marketer's product and messages,is known as a ________.

Which of the following questions do marketers answer by studying consumer behaviour?

Impulse buyers are driven by a need to know everything they can about a product before making a purchase.

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

________ refers to lifestyle and psychological characteristics,such as attitudes,interests and opinions.

'Customers' are which specific type of consumer?

Define psychographics,and explain what makes psychographic measures important to advertisers.

Consumer behaviour describes how individuals or groups select,purchase,use or dispose of products.It also describes which of the following?

The Thrills'n'spills Holiday company chooses to divide the holiday market into those who like to be quiet and relax on holiday and those who are gregarious and love adventure.This would be an example of which type of segmentation?

The general trend in relation to occupation is a shift from blue-collar occupations to:

In which stage of the consumer decision process is a consumer likely to feel cognitive dissonance?

Primary gender differences are physical traits that are inherent in males and females,such as women's ability to bear children.

Products for personal health and natural lifestyles could be appealing to the segments of consumers who are concerned about sustainability and willing and able to act on it.

According to the Pareto Rule,10% of the users buy 80% of the products.

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

________ are professional researchers hired by advertisers to identify trends that may affect consumer behaviour.

Approximately one quarter of the Australian population is made up of:

For the first time in the United States,________ households outnumber married couples with children.

A group of people identified and selected by the marketer,with similar needs and characteristics and who are most likely to be receptive to the marketer's product and messages,is known as a ________.

Which of the following questions do marketers answer by studying consumer behaviour?

Impulse buyers are driven by a need to know everything they can about a product before making a purchase.

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

________ refers to lifestyle and psychological characteristics,such as attitudes,interests and opinions.

'Customers' are which specific type of consumer?

Define psychographics,and explain what makes psychographic measures important to advertisers.

Consumer behaviour describes how individuals or groups select,purchase,use or dispose of products.It also describes which of the following?

The Thrills'n'spills Holiday company chooses to divide the holiday market into those who like to be quiet and relax on holiday and those who are gregarious and love adventure.This would be an example of which type of segmentation?

The general trend in relation to occupation is a shift from blue-collar occupations to:

In which stage of the consumer decision process is a consumer likely to feel cognitive dissonance?

Primary gender differences are physical traits that are inherent in males and females,such as women's ability to bear children.

Products for personal health and natural lifestyles could be appealing to the segments of consumers who are concerned about sustainability and willing and able to act on it.

According to the Pareto Rule,10% of the users buy 80% of the products.

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