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Question
Advertisers track the youngest child living at home because when the child leaves home, the consumption patterns of the family changes. This planning criterion is known as ____ .a. cultural capital
b. a life-stage variable
c. stratification
d. accessibility bonus
Answer
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Related to the way a consumer's culture shapes his or her tastes and preferences is the concept of cultural capital. This refers to the:a. value that a culture places on certain consumption practices and objects. b. particular pattern of consumption that depends on fiscal stability.c. financial investment needed to create a brand. d. monetary value of a brand in a particular area.
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It is possible to make a reasonable argument that the massive consumption that advertising upholds and glorifies is actually quite good for American society, and for other cultures around the world.
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The social aspects of advertisement are often volatile. a. Trueb. False
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When should a marketer use secondary data? What are the advantages of using such data and what cautions should be taken? Name and briefly describe the four broad areas that offer secondary data used by today's marketers.