Deck 11: Reaching Diverse Audiences

Question 1

Which is typical of the GLBT community?

A) They are offended by ads that specifically target a gay/lesbian audience.
B) Their combined purchasing power is about $750 million.
C) They exhibit low brand loyalty.
D) "One size fits all" messaging works with this group.

Answer 1

B

Question 2

Public relations practitioners are faced with a monolithic audience.

Answer 2

False

Question 3

How can a young practitioner,just out of college,get to understand the senior market? Think outside of just web research.Discuss the value of formative and primary research,and cite examples.

Answer 3

Not Answer

Question 4

Which is most likely to interest the "baby boomer" generation?

A) social networking
B) self-actualization needs
C) health issues
D) interactive media

Question 5

Hispanics prefer ads in English rather than Spanish.

Question 6

This group has the most discretionary income.

A) ages 35-44
B) ages 45-54
C) ages 55-64
D) ages 65-74

Question 7

With more than 50 million people and $1 trillion in purchasing power,Hispanics are an important audience.

Question 8

According to Barbara Bianchi-Kai,a specialist in disability marketing,the best medium to reach a variety of disability groups at the same time is

A) radio.
B) television.
C) specialized webpages.
D) public assembly.

Question 9

Which is NOT indicative of the Hispanic audience?

A) Like most young people, they are heavy social media users.
B) They listen to radio more than other audiences.
C) They are more likely to read American press than Hispanic-based publications.
D) Television programs do especially well in the 18-34 demographic.

Question 10

This audience makes more than 80 percent of the household purchase decisions.

A) Generation X
B) men
C) middle-class
D) women

Question 11

What is a concern for practitioners seeking to reach the Muslim community?

A) mainstream media tend to poke fun at them.
B) American Muslims don't feel that U.S. brands reach out to them.
C) they are not active internet users.
D) they have very little purchasing power.

Question 12

Who watches the most television?

A) African Americans
B) Asians
C) Hispanics
D) Filipinos

Question 13

Television is the best way to reach the LGBT community.

Question 14

According to your book,what is key to reaching the Millennial Generation?

A) Creativity with digital media.
B) A thorough understanding of how they influence each other.
C) Communicating all aspects of a product or service.
D) Creativity with television appeals.

Question 15

Asian Americans,in particular,can be reached via:

A) television
B) print media
C) radio
D) digital media

Question 16

The Seniors (age 65 or older)are infrequent watchers of television,and are less likely to vote than their juniors.

Question 17

What 2012 event demonstrated the importance of reaching out to different demographic groups?

A) the Olympics
B) newspaper circulation drop
C) a tsunami in Malaysia
D) the presidential election

Question 18

The most significant aspect of the U.S.mass audience is

A) diversity.
B) media accessibility.
C) opinion leaders.
D) market size.

Question 19

Research has shown that teens:

A) are tolerant of print forms and application processes.
B) trust broadcast sources.
C) spend more time online than in interaction with their parents.
D) have better social skills than their older counterparts.

Question 20

A critical public that is NOT convinced by fads,vote consistently,are more avid consumers of mass media,are an excellent source of volunteers,and are extremely health-conscious are

A) business men and women.
B) crystallizers.
C) elected officials.
D) seniors.

Question 21

Cite an organization that has been "visionary" and proactive in targeting the Hispanic market.Note specific tactics and examples and what research may have been involved in the planning process.