Florida State University ADV 3008 Ch

Florida State University

ADV 3008

Ch. 2 quiz

1)The decision sequence model begins with      

-                              The situation analysis

-              Setting a budget

-              Hiring an ad agency

-              Implementing the plan

2. One of the reasons that consumer segmentation is important in advertising is because            

-              Developing separate products for individual consumers is usually not profitable

-              Advertising budgets require it

-              Evaluation of a campaign is impossible without it

-              All of the above

3. The overall purpose of consumer segmentation is to                 

-              Maximize sales while minimizing effort

-              Maximize market share while maintaining awareness

-                              Maximizing sales while minimizing expense

-              Maximizing sales and maximizing expense

4.            Which of the following is not a demographic variable?

-              Age

-                              Benefit of segmentation

-              Household income

-              Education level

5.            You always buy the same brand of toothpaste, but you don’t always buy the same brand of peanut butter. This illustrates the           aspect of brand loyalty.

-              Enduring

-                              Dynamic

-              Concentrated

-              Branding

6.            You do most of your shopping for fall clothes when they go on clearance at the end of the season. You would be classified as what type of consumer in the clothing segment?

-              Non targeted

-              Out of season

-                              Late adopter

-              Unprofitable

7.            You are going to order pizza to be delivered tonight for dinner because it is more convenient than cooking and you consider it to be a good value for the money. These are examples of product   

-              Features

-              Attributes

-                              Benefits

-              Characteristics

8.            Which consumer segmentation strategy contains the broadest consumer segment?

-                              Undifferentiated

-              Partially differentiated

-              Wholly differentiated

-              Concentrated

9.            Partially differentiated segmentation strategies utilize  

-              Broad messages

-              General statements

-                              Specific media

-              Broad statements

10.          Message strategies that make broad general statements are often referred to as           

-              Rifle messages

-              Rifle media

-                              Shotgun messages

-              Shotgun media