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 Answer- False
In the world of advertising, products are positioned, but markets are segmented.
a. True
b. False Answer- True
STP marketing includes three aspects: segmentation, targeting, and positioning.
a. True
b. False Answer- True
- If Nike decides to use the STP framework, it does not need to do market
segmentation.
a. True
b. False Answer- False
Positioning relates to an attempt to give a brand meaning relative to its competitors.
a. True
b. False Answer- True
Companies at times target “casual users”.
a. True
b. False Answer- 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 Answer- 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 Answer- True - Demographics are used to describe or profile target segments and may include
gender, age, education, and income range.
a. True
b. False Answer- 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 Answer- True
Advertising is relevant for both business-to-business as well as for business-toconsumer approaches.
a. True
b. False Answer- 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 Answer- 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 Answer- True
Some advertisers try to use approaches to reach the green consumer segment
a. True
b. False Answer- 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 Answer- 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 Answer- False
When formulating a positioning strategy, it is important to consider the competition.
a. True
b. False Answer- True
Brand opportunities relate with credibility, relevance, stretch, and differentiation.
a. True
b. False Answer- 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 Answer- 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 Answer- 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 Answer- 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 Answer- 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 Answer- True
The strategic planning triangle suggested by Thorson and Moore features as its three
main aspects the campaign’s colors, celebrity endorsers, and logo.
a. True
b. False Answer- False
The process of cutting a market into pieces and focusing on the piece or pieces that
make the most sense is termed __.
a.
segmentation
b.
integration