Deck 5: Defining Audiences for Advertising

Question 1

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

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?

Answer 1

C

Question 2

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

A)Marketing
B)Consumption
C)Consumer behaviour
D)Psychology
E)Sociology

Answer 2

C

Question 3

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

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

Answer 3

C

Question 4

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

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

Question 5

Lisa suggests to her friends that they try a new restaurant.What consumer role is she playing in this situation?

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

Question 6

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

A)subgroup
B)social class
C)reference group
D)normal group
E)culture

Question 7

Baby boomers were born between:

A)1936 and 1965
B)1936 and 1958
C)1946 and 1974
D)1946 and 1964
E)1949 and 1974

Question 8

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

A)labour intensive
B)boring
C)formal
D)systematic
E)both (a)and (b)

Question 9

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

A)collective values
B)legal system
C)social system
D)social class
E)education

Question 10

AIDA stands for attention,interest,________ and action.

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

Question 11

The position you and your family occupy within society is known as a ________.

A)subculture
B)culture
C)ethnic group
D)reference group
E)social class

Question 12

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

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 13

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)groups
B)geodemographics
C)subcultures
D)value groups
E)organisations

Question 14

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

A)State of mind
B)Product adoption
C)Demographics
D)Culture
E)Usage

Question 15

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

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

Question 16

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

A)State of mind
B)Innovation
C)Satisfaction
D)Family
E)Brand personality

Question 17

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

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

Question 18

________ refers to the degree to which consumers are engaged in making a product decision or attending to an ad.

A)State of mind
B)Engagement
C)Satisfaction
D)Involvement
E)Both (a)and (c)

Question 19

A ________ consists of all those who occupy a dwelling whether they are related or not.

A)subculture
B)family
C)household
D)reference group
E)normative group

Question 20

'Customers' are which specific type of consumer?

A)Those who buy a particular brand or patronise a specific store
B)Those who buy in business-to-business (B2B)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 21

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

A)History
B)Culture
C)Reference groups
D)Consumer behaviour
E)Values

Question 22

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

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

Question 23

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

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

Question 24

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

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

Question 25

Companies like Coca-Cola 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.This is known as a(n):

A)multi-segment strategy
B)undifferentiated strategy
C)heterogeneous strategy
D)one-size-fits-all strategy
E)concentrated strategy

Question 26

Which of the following statements regarding attitudes is false?

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 27

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

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

Question 28

Which of the following is NOT considered a consumer category of brand relationship?

A)Innovators
B)Ex-users
C)First-timers
D)Switchers
E)Regulars

Question 29

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

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

Question 30

According to Maslow's hierarchy of needs,which is the highest needs?

A)Ego needs
B)Belongingness needs
C)Safety needs
D)Self-actualisation needs
E)Physiological needs

Question 31

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

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

Question 32

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

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

Question 33

________ gender differences are physical traits that are inherent in males or females,such as a woman's ability to bear children.

A)Driving
B)Primary
C)Secondary
D)Obvious
E)Fundamental

Question 34

________ needs include the need for water,food,air,shelter and sex,and because satisfying these needs is necessary to maintaining life,they are also called primary needs.

A)Required
B)Discretionary
C)Core
D)First
E)Innate

Question 35

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

A)Stories
B)Outlines
C)Profiles
D)None of these

Question 36

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.

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

Question 37

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

A)Innovators
B)Early adopters
C)Early majority
D)Late majority
E)Laggards

Question 38

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

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

Question 39

Because acquired needs are not necessary to your physical survival,they are considered ________ needs.

A)secondary
B)unmet
C)unnecessary
D)innate
E)discounted

Question 40

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

A)dissonant
B)evoked set
C)top-of-mind
D)none of these

Question 41

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

Question 42

The emphasis on youth marketing is changing as proportionately fewer babies are being born and the baby boomers age.

Question 43

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

Question 44

'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.

Question 45

Buyers and users have the same needs.

Question 46

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

Question 47

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

Question 48

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

A)Willingness to act on sustainability values
B)Ability to act on sustainability beliefs
C)Psychological health
D)Being well informed about sustainability
E)Concern for sustainability

Question 49

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

Question 50

Values are hard to change.

Question 51

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 ________.

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

Question 52

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.

Question 53

Acquired needs are those we learn in response to our culture and environment and may include needs for esteem,prestige,affection,power and learning.

Question 54

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

Question 55

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?

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

Question 56

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

A)Consumers who use alternative transportation and seek out eco-tourism activities
B)Consumers who make positive consumption choices because they want to be seen as green
C)Consumers who are well informed and driven by a belief that sustainability issues are critical
D)Consumers who dislike waste and seek to avoid it
E)Consumers who are overtly negative and unlikely to ever be in the market

Question 57

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

Question 58

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

Question 59

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

Question 60

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?

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 61

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.

Question 62

Define segmenting and targeting,and name and describe typical approaches to segmentation.

Question 63

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.

Question 64

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

Question 65

After selecting a target market,the marketer identifies,evaluates and selects a segment.

Question 66

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.

Question 67

How do innovator categories help marketers understand consumer behaviour?

Question 68

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?

Question 69

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

Question 70

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

Question 71

What elements of culture shape consumer behaviour?

Question 72

Describe why consumers' perception and state of mind,needs and wants,and motivations are important to advertisers.

Question 73

Compare and contrast the terms family and household.

Question 74

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

Question 75

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

Question 76

Why do retailers put several items,such as chocolate bars,women's magazines,pocket-size tissues and chewing gum,right at the checkout?

Question 77

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?