The Playboy group is the smallest subset of all the Generation X categories and have the highest levels of education and income.
a. True
b. False
Indicate whether the statement is true or false
Question 2What recent and dramatic change has occurred with regard to media planning?
a. Advertisers have changed the compensation system for the media planning and buying functions performed by their full-service advertising agencies.
b. Advertisers are conducting the media planning function in-house rather than using outside advertising agencies.
c. Advertisers are spending dramatically less on media than previously.
d. Advertisers are unbundling media planning from full service agencies and consolidating this function across multiple brands.
e. Media planning is done completely with computer software to eliminate the subjective influences that may result in inefficient media plans.
Question 3The Bystander group of Generation X is predominantly white and male.
a. True
b. False
Indicate whether the statement is true or false
Question 4The choice of _____ is, in many respects, the most complicated of all marketing communications decisions due to the variety of decisions that must be made.
a. celebrity endorser
b. message appeal
c. advertising agency
d. media and vehicles
e. research method
Question 5Teenagers have limited earning power and little influence in making household purchases.
a. True
b. False
Indicate whether the statement is true or false
Question 6Often called a hand-in-glove relationship, advertising _____ considerations are inextricably related.
a. target market and brand appeal
b. research and consumer response
c. awareness and knowledge generation
d. reach and rating points
e. message and media
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