ARE 136 Ch. 6 UPDATED Exam Questions and CORRECT Answers
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Course
ARE 136
Institution
ARE 136
ARE 136 Ch. 6 UPDATED Exam Questions
and CORRECT Answers
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 Answer- False
In the world of adve...
ARE 136 Ch. 6 UPDATED Exam Questions
and CORRECT Answers
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 Answer- False
In the world of advertising, products are positioned, but markets are segmented.
a. True
b. False - Correct Answer- True
STP marketing includes three aspects: segmentation, targeting, and positioning.
a. True
b. False - Correct Answer- True
4. If Nike decides to use the STP framework, it does not need to do market segmentation.
a. True
b. False - Correct Answer- False
Positioning relates to an attempt to give a brand meaning relative to its competitors.
a. True
b. False - Correct Answer- True
Companies at times target "casual users".
a. True
b. False - Correct 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 - Correct 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 - Correct Answer- 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 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 - Correct Answer- True
Advertising is relevant for both business-to-business as well as for business-to-consumer
approaches.
a. True
b. False - Correct 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 - Correct 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 - Correct Answer- True
, Some advertisers try to use approaches to reach the green consumer segment
a. True
b. False - Correct 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 - Correct 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 - Correct Answer- False
When formulating a positioning strategy, it is important to consider the competition.
a. True
b. False - Correct Answer- True
Brand opportunities relate with credibility, relevance, stretch, and differentiation.
a. True
b. False - Correct 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 - Correct Answer- True
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