IMC 304 STUDYS CORRECT ANSWERS AND
QUESTIONS SET A+
✔✔The Wilson tennis ball example shown in class was an example of
_______________ segmentation. - ✔✔psychographic
✔✔What is the name of the generational segmentation group that Oprah Winfrey would
be in? (Hint: They started rock-n-roll and Motown) - ✔✔Baby Boomers
✔✔What is the type of generational segmentation group that most college students are
in? - ✔✔Generation Z
✔✔An insight organizing tool that helps a planner visually position one brand relative to
competitors is ________________. - ✔✔Perceptual Mapping
✔✔In a perceptual map, planners position one brand relative to _______________
based upon dimensions as consumers may perceive them. - ✔✔Competitors
✔✔A tool to understand and describe the consumer target from a 360 degree view is
called an ___________ - ✔✔empathy map
✔✔A profile of that characterizes a typical example of an audience is a
_______________ - ✔✔persona
✔✔The _______ should be the one compelling reason that a consumer would want to
buy your product or use your service. - ✔✔Value Proposition/SMP (single-minded
proposition)
✔✔The tools for the target audience description and/or persona are written to inspire
the __________________ - ✔✔creative team
✔✔STP stands for strategic target position - ✔✔false
, ✔✔When using a perceptual map, you change the axis dimensions until you can
identify "white space" - ✔✔true
✔✔Empathy maps originated from digital design as a way to visualize the on-line target
audience. - ✔✔true
✔✔Demographic segmentation is the best way to describe an audience. - ✔✔false
✔✔The description of the target audience is the result of data you collected. - ✔✔true
✔✔The target audience and the target market are the same thing to a planner. -
✔✔false
✔✔The point of a bullseye target audience is to help the creative team visualize the
audience/tribe to design the campaign copy and visuals to appeal/connect to that
audience. - ✔✔true
✔✔Original research conducted by you to gather information to gain a deeper
understanding of the consumer and his/her relationship to a brand, competitors, or
category is ____________ data. - ✔✔primary
✔✔Surveys, polls and interviews are types of what kind of data? - ✔✔primary
✔✔The type of data collection that involves open-ended questions and small sample
sizes is known as _______________ research - ✔✔qualitative
✔✔The type of data collection that uses closed-ended questions to quantiffy answers is
known as ______________ research data. - ✔✔quantitative
✔✔The category/type of questioning technique that encourages a respondent to
transfer their thoughts and feelings onto someone or something else is called ________
questioning. This type of question is often independent of product/brand use and were
illustrated in class by the meme "it wasn't me, nor my mini me" - ✔✔projective
✔✔_____________ is a questioning technique used in in-depth interviewing and
qualitative analysis to uncover subconscious motives is derived from means-end theory.
It involves a series of questions asked to uncover hidden attributes, consequences and
values associated with the brand. - ✔✔laddering
✔✔The attribution of human characteristics or behaviors to an animal or other object is
called _____________. It is used in brand personification. - ✔✔anthromorphism
QUESTIONS SET A+
✔✔The Wilson tennis ball example shown in class was an example of
_______________ segmentation. - ✔✔psychographic
✔✔What is the name of the generational segmentation group that Oprah Winfrey would
be in? (Hint: They started rock-n-roll and Motown) - ✔✔Baby Boomers
✔✔What is the type of generational segmentation group that most college students are
in? - ✔✔Generation Z
✔✔An insight organizing tool that helps a planner visually position one brand relative to
competitors is ________________. - ✔✔Perceptual Mapping
✔✔In a perceptual map, planners position one brand relative to _______________
based upon dimensions as consumers may perceive them. - ✔✔Competitors
✔✔A tool to understand and describe the consumer target from a 360 degree view is
called an ___________ - ✔✔empathy map
✔✔A profile of that characterizes a typical example of an audience is a
_______________ - ✔✔persona
✔✔The _______ should be the one compelling reason that a consumer would want to
buy your product or use your service. - ✔✔Value Proposition/SMP (single-minded
proposition)
✔✔The tools for the target audience description and/or persona are written to inspire
the __________________ - ✔✔creative team
✔✔STP stands for strategic target position - ✔✔false
, ✔✔When using a perceptual map, you change the axis dimensions until you can
identify "white space" - ✔✔true
✔✔Empathy maps originated from digital design as a way to visualize the on-line target
audience. - ✔✔true
✔✔Demographic segmentation is the best way to describe an audience. - ✔✔false
✔✔The description of the target audience is the result of data you collected. - ✔✔true
✔✔The target audience and the target market are the same thing to a planner. -
✔✔false
✔✔The point of a bullseye target audience is to help the creative team visualize the
audience/tribe to design the campaign copy and visuals to appeal/connect to that
audience. - ✔✔true
✔✔Original research conducted by you to gather information to gain a deeper
understanding of the consumer and his/her relationship to a brand, competitors, or
category is ____________ data. - ✔✔primary
✔✔Surveys, polls and interviews are types of what kind of data? - ✔✔primary
✔✔The type of data collection that involves open-ended questions and small sample
sizes is known as _______________ research - ✔✔qualitative
✔✔The type of data collection that uses closed-ended questions to quantiffy answers is
known as ______________ research data. - ✔✔quantitative
✔✔The category/type of questioning technique that encourages a respondent to
transfer their thoughts and feelings onto someone or something else is called ________
questioning. This type of question is often independent of product/brand use and were
illustrated in class by the meme "it wasn't me, nor my mini me" - ✔✔projective
✔✔_____________ is a questioning technique used in in-depth interviewing and
qualitative analysis to uncover subconscious motives is derived from means-end theory.
It involves a series of questions asked to uncover hidden attributes, consequences and
values associated with the brand. - ✔✔laddering
✔✔The attribution of human characteristics or behaviors to an animal or other object is
called _____________. It is used in brand personification. - ✔✔anthromorphism
