As highlighted in the text, Careful Cooks, Down-Home Stokers, and Functional Feeders are all segments
identified by Pillsbury based on segmentation.
a. geopsychographic
b. niche
c. repositioned
d. lifestyle
Question 2Some airlines ran into big trouble when they tried to increase the mileage levels needed to earn awards in their frequent-flyer programs. Which of the follwoing risks associated with promotions have their actions demonstrated?
a. The risk of having a product or service perceived as cheap
b. The risk of alienating customers
c. The risk of putting in too much time
d. The risk of an increase in expenses over incomes
Question 3Which company was highlighted in the text because it interviewed 3,000 consumers and created five distinct segments that it could then target in different ways, customizing lifestyle segmentation with a particular focus?
a. Este Lauder
b. Folgers
c. Mobil
d. Pillsbury
Question 4Which of the following sales promotion tactics runs a risk of eroding a brand image or value?
a. A frequency program
b. A price incentive
c. A sweepstake
d. A contest
Question 5Why are systems such as PRIZM used widely by advertisers for segmentation?
a. because they provide deep segment description
b. because they allow for segmentation on the basis of frequency of usage
c. because they provide deep insights into consumers' motivations
d. because they emphasize the understanding of consumers' activities, interests, and opinions
Question 6For an item to be defined as an advertising specialty, it must:
a. be a reward for meeting a goal or sales quota.
b. contain no promotional message.
c. be construed as a way of buying business.
d. contain the sponsor's brand name or slogan.
Question 7_________ 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. Demographics
b. Geodemographics
c. Psychographics
d. Micrographics
Question 8Which of the following is a difference between advertising specialties and business gifts?
a. Specialties have the sponsor's logo on them, while business gifts do not.
b. Specialties promote brand awareness, while business gifts promote close working relationships.
c. Specialties are quite expensive, while business gifts are inexpensive.
d. Specialties are given on a selective basis, while business gifts are distributed to all.
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