ARE 136 Ch. 6 questions and answers latest top score.

ARE 136 Ch. 6 questions and answers latest top score. When a brand team defines the target market of consumers for their product, they do not worry about identifying many smaller subsets of consumers within their broad market. a. True b. False - correct answers.False In the world of advertising, products are positioned, but markets are segmented. a. True b. False - correct answers.True STP marketing includes three aspects: segmentation, targeting, and positioning. a. True b. False - correct answers.True 4. If Nike decides to use the STP framework, it does not need to do market segmentation. a. True b. False - correct answers.False Positioning relates to an attempt to give a brand meaning relative to its competitors. a. True b. False - correct answers.True Companies at times target "casual users". a. True b. False - correct answers.True Spending advertising dollars to get "switchers" to buy your brand may seem like a bad idea, but it often results in strong brand loyalty. a. True b. False - correct answers.False Psychographic segmentation is used in selecting target segments by focusing on consumers' descriptors such as their values, beliefs, philosophies, and opinions. a. True b. False - correct answers.True 9. Demographics are used to describe or profile target segments and may include gender, age, education, and income range. a. True b. False - correct answers.True Psychographic segmentation is a term that advertisers created in the mid-1960s to refer to a form of research that emphasizes the understanding of consumers' activities, interests, and opinions. a. True b. False - correct answers.True Advertising is relevant for both business-to-business as well as for business-to-consumer approaches. a. True b. False - correct answers.True If an advertiser sees a large potential segment being served by a competitor with a big budget, it should withdraw from the marketplace. a. True b. False - correct answers.False One drawback of niche marketing is that a company may have to raise the price of its product due to the smaller volume of sales it can expect. a. True b. False - correct answers.True Some advertisers try to use approaches to reach the green consumer segment a. True b. False - correct answers.True A gourmet spa advertises itself as offering relaxation to the extreme and the best massage in America. The owner of the local shop buys ads focusing on a relaxing experience and their award-winning massage therapists. This is an example of internal consistency. a. True b. False - correct answers.True Bumbo is a company that manufactures products for babies and toddlers. Its advertising campaigns have carried various slogans over the years, and they change up the thematic core of the messages every week. This is an example of consistent positioning approach. a. True b. False - correct answers.False When formulating a positioning strategy, it is important to consider the competition. a. True b. False - correct answers.True Brand opportunities relate with credibility, relevance, stretch, and differentiation. a. True b. False - correct answers.True Taco Bell is launching a new advertising campaign portraying its restaurant as having very fast service and a cheerful staff to target a younger crowd. The campaign will be more successful if it uses various aspects of IBP such as sponsorships, contests, and sales promotions in addition to TV and social media, rather than TV commercials alone, to best reach this group. a. True b. False - correct answers.True Alluring is a company that manufactures cosmetic products. It claims to have the most innovative and scientific formula of the makeup. To be internally consistent, the company should invest in a better Research and Development department to continue product innovation. a. True b. False - correct answers.True The basic premise of a positioning strategy must be complex and fitting in with the competitors' messages if it is to be communicated effectively to the target segment. a. True b. False - correct answers.False A brand's opportunity claim is a statement of the brand's benefits that provide value to its target consumers and includes functional, emotional, and self-expressive benefits. a. True b. False - correct answers.False When ad agency professionals are creating a campaign for a huge global retail firm with complex value propositions, it is important to make sure the campaign aligns with one or more aspects of the brand's value. a. True b. False - correct answers.True