Multiple Choice
Identify the
choice that best completes the statement or answers the question.
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1.
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Aspects of consumers’ psychological makeups and lifestyles - including
their attitudes, values, and motivation - comprise ____.
a. | demographic characteristics | b. | purchasing characteristics | c. | behavioural
characteristics | d. | psychographic characteristics | e. | physical
characteristics |
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2.
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The best predictor of one’s future behavior is his or her ____.
a. | age | b. | ethnicity | c. | income | d. | place of residence | e. | past
behaviour |
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3.
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Which of the following is a VALS segment?
a. | Innovators | b. | Up & Comers | c. | Realists | d. | Individualists | e. | New
Traditionalists |
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4.
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You and your best friend watch the same television commercial together. You
think that the spokesperson in the ad is quite humorous. Your friend thinks that the spokesperson is
just plain stupid. This is an example of
a. | the result of differing content upon viewers. | b. | the creation of
different meanings based on social and cultural context. | c. | an ad that cannot be
effective. | d. | one person not exercising intent of interpretation. | e. | the rules and
regulations governing production of content, resulting in ineffective
communication. |
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5.
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In the language of advertising, a particular group of consumers singled out for
an advertisement is(are):
a. | household consumers. | b. | a trade channel. | c. | a target
audience. | d. | professionals and business organisations. | e. | a market
segment. |
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6.
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Market segmentation is:
a. | breaking down a large, heterogeneous market into submarkets that are more
homogeneous | b. | aggregating small, homogeneous submarkets into a large, homogeneous
market. | c. | creating a perceived difference in the mind of the consumer between the
advertiser's brand and competitors' brands. | d. | identifying a competitive niche the brand will
occupy. | e. | coordinating the relationship between brands in the organisation's entire
product line. |
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7.
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Marketing strategy entails ____.
a. | defining advertising objectives | b. | developing the advertising
budget | c. | developing promotion messages | d. | developing media strategies | e. | target market
identification |
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8.
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The most meaningful basis for segmenting target audiences is ____ data.
a. | demographic | b. | geographic | c. | lifestyle/psychographic | d. | product usage | e. | geodemographic |
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9.
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The concept of effective reach states that fewer exposures to advertisements are
required ____.
a. | when humour is used | b. | when comparative advertising is
used | c. | for brands with higher market shares and greater customer loyalty | d. | for expensive
products | e. | for necessities |
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10.
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The targeting applied when the costs of segmenting and targeting are too high is
termed:
a. | Differentiated marketing | b. | Undifferentiated marketing | c. | Concentrated
marketing | d. | Niche marketing | e. | Individualised
marketing |
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