In the VALS framework, Believers _____.
a. exhibit high energy levels, which they devote to physical exercise and social activities
b. are predictable consumers who favor established brands and American-made products
c. are responsible, well educated professionals who are well informed about current events
d. are a politically conservative group who respects authority and the status quo
e. are successful, sophisticated, take-charge people with high self-esteem
Question 2Pablo owns seven children's clothing stores. He spends 5000 a month on advertising from August through April. He spends 1000 a month on advertising from May through July. He is using the _____ advertising schedule.
a. continuous
b. pulsing
c. plotted
d. flighting
e. dated
Question 3Katherine is a well-educated professionals. Although her income allows her many choices, she is a conservative, practical consumer. In terms of the VALS framework, Katherine would be classified as a(n) ____.
a. Thinker
b. Believer
c. Achiever
d. Experiencer
e. Actualizer
Question 4Auby's Corporation is an apparel manufacturer that specializes in casual clothing. The company advertises primarily in consumer magazines, spending approximately 5 million each year. The company advertises every month of the year, but major advertising expenditures are made in the three monthsMay, August, and December. What type of advertising schedule does Auby's use?
a. continuous
b. trade-off
c. flighting
d. pulsing
e. concentrated
Question 5A marketer positioning a product to appeal to members of the Experiencers category should emphasize all EXCEPT which of the following benefits?
a. fashion
b. entertainment
c. newness
d. economic
e. social
Question 6When preparing a _____ advertising schedule, MasterLens plans to use advertising during every period of the campaign, but vary the amount of advertising considerably from period to period.
a. flighting
b. dated
c. plotted
d. pulsing
e. continuous
Question 7Marketers of which of the following product categories would be most interested in the VALS Achievers grouping?
a. supermarkets
b. discount stores
c. compact automobiles
d. high-end clothing manufacturers
e. American-made products
Question 8In a _____ advertising schedule, an equal or relatively equal amount of advertising dollars are invested throughout the campaign.
a. continuous
b. pulsing
c. plotted
d. dated
e. flighting
Question 9What are the two main dimensions of the VALS framework?
a. individuals' demographic characteristics and geographic location
b. individuals' resources and need for achievement
c. individuals' primary motivations and resources
d. individuals' religious convictions and status orientation
e. individuals' behavioral characteristics and resources
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