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Question
Though it is almost impossible to define, creativity is essentially the ability to:a. see the world in a structured way.
b. hold together seemingly inconsistent elements.
c. think in terms of "the way things have to be."
d. be conventional and hardworking.
Answer
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d. Heavy users have little knowledge of the brand and negligible social influence.
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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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Without customer attention, there is no chance that an advertiser's message will have its desired impact.
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Scenario5-6Voice-It Technologies produces inexpensive personal voice recording devices that serve as a substitute for message pads in the home or office. Their recording time is limited to 120 seconds and the devices sell for less than $20. VoiceIt's products are about the size of four credit cards stacked on top of one another and have a life of about a year. The slogan the firm uses on its packaging and advertising is "Don't Write It, VoiceIt!"Mark feels that post-its are much more efficient and simpler than Voice-It and that it is more practical and purchases post-its instead of the Voice-It product. This is an example of ____ .a. a predecisional distortion b. a habitc. a variety seeking process d. cognitive dissonance
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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.
d. There are no differences between men and women if they are the products of differential socialization.
Q:
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
Q:
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.