Question 1

Describe the baby boomer market and the impact it has had on marketing efforts.

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Question 2

Zara is planning an advertising campaign directed toward seniors. What basic guidelines could you offer her for effectively advertising to the elderly?

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Question 3

Marketers do not consider teens as "consumers in training" since brand loyalty is not developed yet in the teenage years.

Accepted Answer

Marketers often consider teens as "consumers in training" because brand loyalty can begin to develop during the teenage years, influencing future purchasing decisions.

Question 4

As we age, our values and priorities change. Researchers have identified a set of key values that motivate mature consumers. Marketing strategies should relate to one or more of these motivational factors to be successful. Describe these key values.

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Question 5

List the age cohorts discussed in the text from the youngest to the oldest.

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Question 6

What media approaches should marketers use to reach university students, an important subsegment of the baby busters?

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Question 7

List and briefly describe the four dominant themes that present in the Teens subculture, according to research performed by Saatchi & Saatchi's advertising agency.

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Question 8

What are the four simple rules presented by the text for speaking and promoting to young consumers?

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Question 9

If a consumer makes a statement such as "They don't make 'em like they used to," then the consumer is using Morton's Value Scale to make judgments.

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Morton's Value Scale is not a recognized concept in consumer behavior or judgment. The statement reflects nostalgia or a belief in the declining quality of products over time, not a specific value scale.

Question 10

It could be said that it was the baby boomers who set the political and cultural agenda in Canada since the late 1960s-from the hippies to the yuppies.

Accepted Answer

The baby boomers, born between 1946 and 1964, were a large demographic group that significantly influenced political and cultural trends in Canada from the late 1960s onward, as they came of age during this period.

Question 11

It seems paradoxical, but teens want independence from their families at the same time they need to attach themselves to others to avoid being alone.

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This is true according to developmental psychology research on adolescent development. Teens are navigating the need for autonomy and independence while also seeking social connections and a sense of belonging.

Question 12

Give at least three reasons why the mature market is considered so important to marketers.

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Question 13

Clayton is a Generation Xer. He is part of the first generation to grow up with computers at home in 500- channel TV universe.

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Question 14

Briefly describe the tweens.

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Question 15

Canadian teens appreciate seriousness in ads.

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Canadian teens generally prefer ads that are entertaining and engaging rather than overly serious, as they tend to resonate more with their interests and attention spans.

Question 16

Researching the youth market has proven difficult. Outline some of the ways that have been used successfully to identify what's "cool" and "uncool".

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Question 17

You are designing a television advertisement aimed at Generation Xers. Your colleague Valerie mentions to you that your theme should be cynical and despairing. Do you agree? If not, what kind of themes could you use instead?

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Question 18

Xavier is designing a television advertisement for a product catered to the teenage market. He should definitely avoid using patronizing language.

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Using patronizing language can alienate the teenage audience, making them feel misunderstood or disrespected, which can negatively impact the effectiveness of the advertisement.

Question 19

Although Charles lost his wife a few years ago and is starting to experience arthritis in his legs, he doesn't let this get him down - he still goes out almost every day to meet his friends for lunch. Charles could be categorized as an ailing outgoer.

Accepted Answer

An "ailing outgoer" is someone who, despite having health issues, remains socially active and engaged with others. Charles fits this description as he continues to meet friends regularly despite his arthritis.

Question 20

Explain the concept called age cohort. Briefly identify how marketers might use this concept to segment markets.

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Quiz 14: Culture