Brand Communication
________ describes how individuals or groups select, purchase, or use products, as well as the needs and wants that motivate these behaviors.
Consumer behavior
A ________ is a group of people an individual uses as a model for behavior in specific situations.
A) subgroup
B) social class
C) reference group
C) reference group
A(n) ________ is an internal force that stimulates a person to behave in a particular manner and is produced by the tension caused by an unfulfilled want or need.
C) value
D) motive
E) norm
D) motive
Information that is collected for the first time from original sources is called ________ research.
A) market
B) quantitative
C) primary
C) primary
________ is formal research, such as surveys, in-depth interviews, observational methods, focus groups, and all types of primary and secondary data used by the marketing department to develop a marketing plan and, ultimately, provide information for brand communication plans.
A) Marketing research
B) Media research
C) Consumer insight research
A) Marketing research
Which approach to segmentation divides the market using characteristics such as gender, ethnicity, income, and so forth?
A) demographic segmentation
B) geographic segmentation
C) psychographic segmentation
A) demographic segmentation
________ means dividing the market into groups of people who have similar characteristics in certain key product-related areas.
B) Marketing
C) Positioning
D) Segmenting
D) Segmenting
Which of the following is a form of tension that occurs when there are discrepancies between what we actually receive and what we thought we would receive?
A) selective satisfaction
B) buyer's remorse
C) adaptation
________ includes an assessment of a brand's role and performance in the marketplace, as well as an investigation of the brand's relationship with its customers.
A) Competitive analysis
B) Brand experience research
C) Consumer insight research
B) Brand experience research
________ means that the research actually measures what it says it measures.
A) Semiotics
B) Reliability
C) Validity
C) Validity
The basic driving forces that motivate us to do something are called ________.
needs
________ are simply rules learned through social interaction that specify or prohibit certain behaviors.
A) Norms
B) References
C) Values
A) Norms
Subsegments of a more general market segment are known as ________ markets and are defined by individuals with some distinctive interest or attitude, such as being ecologically minded consumers.
A) behavioral
B) niche
C) cultural
________ research provides insight into the underlying reasons for how and why consumers think, feel, and behave as they do, using tools such as observation, ethnographic studies, in-depth interviews, and case studies.
A) Secondary
B) Quantitative
C) Qualitative
C) Qualitative
________ is a quantitative method that uses structured interviews to ask large numbers of people the same set of questions.
A) In-depth interviewing
B) Survey research
C) Focus group interviewing
B) Survey research
Barbara doesn't like to make major purchase decisions, such as choosing which car to buy. However, she had to replace the old car she owned because it was no longer reliable, so she purchased a new Honda Accord. Although her entire family assisted in the purchase transaction and the salesperson was a close family friend and practically sold the car to her at cost, she is still concerned whether she made the right decision. Barbara is suffering from ________.
A) mass desire
B) selective distortion
C) cognitive dissonance
C) cognitive dissonance
The position you and your family occupy within your society is known as your ________.
C) ethnic group
D) reference group
E) social class
E) social class
Which of the following is a psychological influence on consumer decision making?
A) motivations
B) innovations
C) family
A) motivations
Before an advertising agency created any advertising for a new brand of cereal, people working on the account started reading everything they could find on the product, company, industry, and competition. This is known as ________ research.
A) primary
B) secondary
C) qualitative
B) secondary
When conducting a ________, the advertising planner will either begin an assignment by collecting every possible piece of advertising and other form of marketing communication by the brand, as well as its competitors' communication and other relevant categories.
A) media audit
B) semiotic analysis
C) marketing communication audit
C) marketing communication audit
Which of the following is for many people the most important reference group because of its formative role and the intensity of its relationships?
A) neighbors
B) teachers
C) family
C) family
The term ________ refers to lifestyle and psychological characteristics, such as activities, values, attitudes, interests, and opinions.
A) psychology
B) psychographics
C) attitude
B) psychographics
________ is made up of tangible items—such as art, literature, buildings, and music—and intangible concepts–such as knowledge, laws, morals, and customs—that together define a group of people or a way of life.
A) Society
B) Culture
C) Ethnicity
B) Culture
________ identifies people who are in the market for a product in terms of their behaviors, attitudes, interests, and motivations.
A) Advertising research
B) Evaluation research
C) Consumer research
C) Consumer research
________ research involves the researcher living the lives of the people being studied.
A) Focus group
B) Ethnographic
C) Friendship group
B) Ethnographic