Deck 5: Consumer Demographics

Question 1

Family togetherness has declined due to TVs in different rooms and meals taken individually. This is a manifestation of:

A) cellular household
B) hyperreality
C) NLP
D) social grade breakdown

Answer 1

cellular household

Question 2

According to the study by Elliott and Elliot (2005):

A) young men responded positively to sexual male imagery in advertising
B) young men do not respond positively to sexual male imagery in advertising
C) young women responded negatively to sexual male imagery in advertising
D) Generation X responded positively to sexual male imagery in advertising

Answer 2

young men do not respond positively to sexual male imagery in advertising

Question 3

According to the Woman 2000 report:

A) 94% of 20-24 year old women reported that partner does some housework but not enough
B) 65% of 20-24 year old women reported that their partner does some housework but not enough
C) 8% of 20-24 year old women reported that their partner does some housework but not enough
D) 35% of 20-24 year old women reported that their partner does some work but not enough

Answer 3

8% of 20-24 year old women reported that their partner does some housework but not enough

Question 4

According to the CIM (2000) survey:

A) 49% of adults in the UK thought men are inaccurately stereotyped in advertising
B) 39% of adults in the UK thought men are inaccurately stereotyped in advertising
C) 29% of adults in the UK thought men are inaccurately stereotyped in advertising
D) 59% of adults in the UK thought men are inaccurately stereotyped in advertising

Question 5

NLP is concerned with:

A) information processing styles
B) gender stereotyping
C) generational cohorts
D) hyperreality

Question 6

Approximately what proportion of the UK population is in Social Grade B?

A) 10%
B) 20%
C) 30%
D) 40%

Question 7

Social grade is based on:

A) sociologists' definition of social class
B) social status
C) income
D) occupation

Question 8

Who found that over 40% pf respondents to a survey had been wrongly classified in terms of social grade?

A) Firat and Schultz
B) O'Brian and Ford
C) Solomon
D) Belk

Question 9

Social grade, per se:

A) can explain buyer behaviour
B) can explain values and lifestyles
C) can be used to match segment profiles with readership profiles for media selection
D) can determine disposable income

Question 10

Three ethical issues related to advertising aimed at women; depicting a weaker role for women, projecting unattainable personal attractiveness and portrayal of sex objects was formulated by:

A) Cohan
B) Jaffe and Berger
C) Elliott and Elliott
D) Cubit

Question 11

Barak (1987) provided a framework for explaining:

A) cognitive age which included felt age (how old one feels) and look age (how old one looks)
B) experiential age which include felt age (how old one feels) and look age (how old one looks)
C) spiritual age which includes felt age (how old one feels) and look age (how old one looks)
D) None of the above

Question 12

Which of the following correctly describes the argument made by Featherstone about youth styles and lifestyles?

A) Youth styles and lifestyles are now a common phenomenon across the globe
B) Youth styles and lifestyles force marketers to develop products with innovative and trendy fashion brands
C) Youth styles and lifestyles are migrating up the age scale and as the 1960s generation ages they are taking with them some of the youth oriented dispositions with them
D) Youth styles and lifestyles now seeks thrilling experiences and novel locations to express their identities

Question 13

MacDougall and Chantrey are concerned about what?

A) A six months old child is able to form mental images of brand logos and that 20% of three year olds signal request for specific branded products
B) Young children watch too much TV and there is very little parental control over what young children watch
C) Young children are bombarded with marketing messages by marketers
D) Young children are vulnerable as they are unable to make informed choices

Question 14

Social grade is the same as social class.

Question 15

Biological age is the same as personal age.

Question 16

The first generation following the Second World War was the Baby Busters.

Question 17

Generation Y is sometimes known as the millennium generation.

Question 18

Astute cosmopolitans, temperate xenophobes and thrifty traditionalists are sub segments of the over 50s as reported by Cummins.

Question 19

According to Cubit, one third of condoms are bought by women.

Question 20

According to a CIM survey 30% of a sample of 1013 adults thought men are more accurately stereotyped.

Question 21

Jaffe and Berger found that the egalitarian portrayal was the least effective role portrayal among female segments.

Question 22

NLP is concerned with gender stereotypes.

Question 23

Sexual identity is fixed because we are either male or female.

Question 24

The major study by the MRS found that the old social grade was a better discrimination of buyer behaviour than the new system.

Question 25

Plumbers and builders can now earn more than company directors.

Question 26

In USA a baby boomer turns 50 every 6.8 seconds.

Question 27

Men use colour, imagery and graphics in message to interpret meaning more than women do.

Question 28

It is useful and meaningful to infer lifestyles from social grade data.

Question 29

Lawson (2007) reports that 1% of the tops earners in the UK account for 21% of the hotel spending, are prone to be early adopters and opinion leaders.

Question 30

There are concerns that children are growing up too soon and that marketing is one culprit.

Question 31

New UK law will require marketers to meet the needs of Britian's growing children's market which now account for £70 billion in spending via pester power.

Question 32

Who are the baby boomers?

Question 33

What is meant by the cellular household?

Question 34

What is cognitive age?

Question 35

What is meant by demographics?

Question 36

What is Generation X?

Question 37

What is Generation Y?

Question 38

What is a generational cohort?

Question 39

What is hyperreality?

Question 40

What is social grade?

Question 41

Market reports such as MINTEL do what?

Question 42

According to Barak and Schiffman, subjective age is defined as what?

Question 43

What is NLP?

Question 44

Masculinity and femininity are aligned along a continuum based on what?

Question 45

Why are demographics still widely used by marketers?

Question 46

Does the level of income earned by consumers play a role in consumption behaviour?

Question 47

Explain the implications of having chronological age with other age perceptions on consumer behaviour.