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Question
An insurance company's researchers spend a lot of time and money trying to understand various agerelated markets, from WWII veterans and baby boomers to the younger generations. Based on their findings, the target markets that are ultimately chosen based on such demographics should be defined in the ____section of the ad plan.a. situational analysis
b. competitor analysis
c. executive summary
d. strategy
Answer
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a. Heavy users usually form less than one percent of users by volume.
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The basic premise of a positioning strategy must be simple and distinctive if it is to be communicated effectively to the target segment.
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Positioning means to cut your market into pieces and focus on the piece or pieces that make the most sense. a. Trueb. False
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If General Mills decides to use the STP framework, it can divide its resources to reach a number of separate and distinct market segments.
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STP marketing includes three factorsidentifying, positioning, and informing.
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In the world of advertising, markets are positioned, but products are segmented. a. Trueb. False
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Which of the following has been found regarding advertising and gender?
a. Advertisers have been reluctant to communicate to men and women in different ways.
b. Advertisers have no definitive list of gender differences as the expression of gender depends on situational factors.
c. Advertisers often find gender issues overly sensitive and tend to avoid them.
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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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In advertising, deception refers to making false or misleading statements in advertisements. a. Trueb. False
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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.
a. True
b. False
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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.