The three-exposure hypothesis addresses the _____ number of exposures needed for advertising to be effective.
a. minimum
b. maximum
c. optimum
d. constrained
e. marginal
Question 2Which of the following describes one of the MindBase segments?
a. I am Rock Steady
b. I am Innovative
c. I am a Thinker
d. I am a Survivor
e. I am Self-Expressive
Question 3The concept of effective reach states that fewer exposures to advertisements are required _____.
a. when humor is used
b. when comparative advertising is used
c. for brands with higher market shares and greater customer loyalty
d. for expensive products
e. for necessities
Question 4In general, _____ refers to information about consumers' attitudes, values, motivations, and lifestyles as they relate to buying behavior in a particular product category.
a. demographics
b. geodemographics
c. psychographics
d. holographics
e. biographics
Question 5_____ is based on the premise that there is a theoretical optimum range of exposures to an advertisement with minimum and maximum limits.
a. Effective reach
b. Advertising reach
c. Precise reach
d. Calculated reach
e. Exact reach
Question 6Sophisticated practitioners realized that demographic information tells only part of the story about consumers' buying preferences and purchase behaviors, and began investigating consumers' _____ characteristics as a means of obtaining a richer understanding of consumer behavior.
a. geographic
b. economic
c. census data
d. psychographic
e. holographic
Question 7_____ reach is based on the idea that an advertising schedule is effective only if it does not reach members of the target audience too few or too many times.
a. Effective
b. Practical
c. Balanced
d. Exact
e. Exposed
Quick Reply
