Need A Tutor?    |   Need Homework Help?                                                                             Help and Support     | Join or Cancel

 
________________ is the consumer's mental perception of a product, which may or may not differ from the actual
characteristics of a product or brand.
positioning
 
Positioning is to create a perception or image in the COMPANY's mind. t/f
false
 
Retailing versus wholesaling travel service is an example of _____________ segmentation.
Channel-of-distribution
 
Distribution in the tourism marketing mix is designated by the word, ______.
place
 
Which of the following is not one of the criteria for market segmentation?
heterogenous
 
Which of the following is NOT an assumption upon which the concept of market segmentation is based?
It is always less expensive to use a segmented approach
 
Country, region, market area, urban/suburban/ rural, and city size are examples of segmentation on basis of ______ factors.
Geographic
 
This additional "P" of marketing is not one of the traditional "four P’s of marketing" but requires attention
because of uniqueness of tourism marketing.
people
 
The process of developing a marketing approach that is based upon the satisfaction of visitors' needs and wants,
while respecting the community's long-term interests is:
social marketing
 
___________ orientation means that the organization accepts the principles of the marketing concept.
marketing
 
The first step in the marketing planning process in tourism is represented by the question __________________?
Where are we now?
 
Market ________________ is a process through which people with similar needs, wants, and characteristics are grouped together so that a
tourism organization can use greater precision in serving and communicating with these people.
segmentation
 
__________________leverages the ability of travel products to offer new and different products by changing themes, service delivery, and scheduling.
programming
 
Brand strategists "rarely" start with a sense of what they want to promote. It is best to see what people like first.
false
 
______________ is the activity, set of institutions and processes for creating, communicating, delivering and exchanging
offerings that have value for customers, clients, partners and society at large.
marketing
 
Which of the following is NOT a description of a brand?
It is an important tangible element of a company.
 
Another name for the 8 Ps of tourism marketing is the ________________.
marketing mix
 
Publicity involves non-paid communication of information about an organization's tourism services. t/f
true
 
All of the following are measurements of the promotional activities except:
Feasibility research
 
This media has high geographic selection, high noise level, and high timing flexibility.
radio
 
______________ is an example of NTO in the U.S that only markets internationally.
Brand USA
 
The message "idea" is "how" the message is communicated to the target market.
False
 
The ultimate goal of promotion is behavior modification. t/f
true
 
_____________ is increasingly being used in tourism to encourage repeat usage as "reminder" promotions.
database marketing
 
What was the promotional campaign title that Las Vegas developed to promote the destination?
what happens here stays here
 
Regarding timing flexibility in media selection, "shorter lead times" give greater flexibility.
true
 
Relationship marketing means building and enhancing relationships with individual visitors and other organizations. t/f
True
 
The coordination and integration of messages from various sources is known as _______________ _______________ ________________ (IMC).
integrated marketing communications
 
________________ is the consumer's mental perception of a product, which may or may not differ from the actual characteristics of a product or brand.
positioning
 
Positioning is to create a perception or image in the COMPANY's mind. t/f
false
 
Advertising is a type of ___________.
marketing communication
 
Randy Inc. uses radio jingles to relay information about its products to the radio audience. In this scenario, Randy Inc. is using ____________ to relay information about its products.
advertising
 
An advertisement serving the interest of consumers in the marketplace, often for a nonprofit organization, carried by the media at no charge is called a _______.
public service announcement
 
Reuben relays information about the products manufactured in his company using newspaper advertisements. After looking at the advertisements, Miriam purchases three products manufactured by
Reuben's company. Identify the advertising medium in the scenario.
Newspaper
 
Word-of-mouth advertising is generally considered a medium of _______.
communication
 
What refers to instruments that carry or help transfer a message from sender to very large audiences?
mass media
 
According to the American Marketing Association, the actions, set of institutions, and methods of creating, communicating, delivering, and sharing offerings that provide value to customers, clients, partners, and society in general is known as ________________.
marketing
 
An organization follows a particular process to satisfy consumer needs. The process is to develop products, price them appropriately, distribute them so that they reach customers at convenient places, and promote them through sales and advertising tactics. These processes are part of the organization's ______.
marketing mix
 
Why does every company focus on creating a marketing strategy?
To help determine the target audience of its advertising messages
 
How do advertising strategies help organizations achieve consumer awareness?
By defining the response the organizations seek from their audience
 
A company uses a horse as its logo to differentiate its product from other products. This scenario is an example of ____________.
branding
 
Retailing versus wholesaling travel service is an example of _____________ segmentation.
Channel-of-distribution
 
Distribution in the tourism marketing mix is designated by the word, ______.
place
 
Which of the following is not one of the criteria for market segmentation?
Heterogenous
 
Sensetalk Inc. is a U.S.-based cellphone manufacturer. It plans to launch a new range of smart phones. What information should the company communicate as a basic function in its new advertising campaign for the smart phones?
The product has a user-friendly interface.
 
Unlike personal selling, advertising ___________.
reaches larger audiences at a cheaper price
 
The preindustrial age for Western civilization lasted from the start of recorded history about the _____________.
beginning of the nineteenth century
 
Manufacturers of the industrial age used advertisements primarily as a(n) __________
information vehicle
 
Rupert Inc. and Grace Co. sell the same type of canned juice in the market. Rupert Inc. advertises its canned juice as the only juice that can be consumed by both regular consumers and consumers who are diabetic patients. The differentiating feature of Rupert's canned juice is a(n) ____________.
unique selling proposition
 
Due to market segmentation, advertising's emphasis shifted from product features to __________.
brand image
 
tangibles are for _________
goods
 
intangibles are for ________
services
 
In the industrial age, __________ became a more effective way to use distinguish products and segment markets.
positioning
 
In the early 1990s, many large clients moved from small ad agencies to large ad firms.
false
 
The use of new media in the advertising industry has particularly hurt the ___________ industry.
newspaper
 
Some ads are designed to persuade people to use less of something rather do more or buy more.
true
 
Which of the following is NOT an assumption upon which the concept of market segmentation is based?
It is always less expensive to use a segmented approach
 
Country, region, market area, urban/suburban/ rural, and city size are examples of segmentation on basis of ________________ factors.
Geographic
 
This additional "P" of marketing is not one of the traditional "four Ps of marketing" but requires attention because of uniqueness of tourism marketing.
People
 
Johannes Gutenberg invented the ___________ __________ in Germany during the mid-fifteenth century.
printing press
 
According to English writer Samuel Johnson, there were so many advertisements by the mid-eighteenth century that they were ____________.
not looked at carefully
 
The American profession of advertising began when a business was set up in Philadelphia in 1841 by __________.
Volney B. Palmer
 
HealthyKrunch is a nutrition bar that is known for its "no-limits" advertising rather than its ingredients. The advertisements portray HealthyKrunch as "hyperfood" as opposed to other nutrition bars that are just "superfood." HealthyKrunch's advertisement relies on ___________.
product differentiation
 
A term created during the energy shortage of the 1970s and 1980s to define advertising that was used to slow the demand for product is referred to as ____________.
demarketing
 
The process of developing a marketing approach that is based upon the satisfaction of visitors' needs and wants, while respecting the community's long-term interests is:
social marketing
 
___________ orientation means that the organization accepts the principles of the marketing concept.
marketing
 
The first step in the marketing planning process in tourism is represented by the question __________________?
Where are we now?
 
Market ________________ is a process through which people with similar needs, wants, and characteristics are grouped together so that a tourism organization can use greater precision in serving and communicating with these people.
segmentation
 
__________________leverages the ability of travel products to offer new and different products by changing themes, service delivery, and scheduling.
programming
 
Brand strategists "rarely" start with a sense of what they want to promote. It is best to see what people like first.
false
 
______________ is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.
marketing
 
Which of the following is NOT a description of a brand?
It is an important tangible element of a company.
 
Another name for the 8 Ps of tourism marketing is the ________________.
marketing mix
 
Publicity involves non-paid communication of information about an organization's tourism services. t/f
true
 
All of the following are measurements of the promotional activities except:
Feasibility research
 
This media has high geographic selection, high noise level, and high timing flexibility.
radio
 
______________ is an example of NTO in the U.S that only markets internationally.
Brand USA
 
The message "idea" is "how" the message is communicated to the target market.
False
 
The ultimate goal of promotion is behavior modification. t/f
true
 
_____________ is increasingly being used in tourism to encourage repeat usage as "reminder" promotions.
database marketing
 
What was the promotional campaign title that Las Vegas developed to promote the destination?
what happens here stays here
 
Regarding timing flexibility in media selection, "shorter lead times" give greater flexibility. t/f
true
 
Relationship marketing means building and enhancing relationships with individual visitors and other organizations. t/f
true
 
The response to a promotion can be measured in_________ except:
the budget
 
A testimonial from a celebrity (e.g., Bryce Dallas Howard for New Zealand's promotion) is an example of a(n) ____________ promotion.
persuasive
 
The promotional mix is made up of the following parts:
Publicity, sales promotion, personal selling and advertising
 
Which media has highest visual quality?
television
 
All of the following are elements of the communications process except:
travel trade
 
________ is any paid form of non-personal presentation of ideas, goods, or services by an identified sponsor.
advertising
 
A key difference between the promotional programs of national tourism offices (NTO) and their counterparts at regional tourism organizations (RTO) at the state, provincial, and territorial levels is:
RTOs focus more on domestic travelers than international
 
Which of the following is not a role of national tourism offices (NTO) related to promotion?
Visa issuance
 
In selecting promotional media, decision will be tied closely to your decision on what _______________ mix elements to use.
promotional
 
There has been a shift in emphasis away from mass media communications toward more one-to-one communications.
True
 
Which of the following is a challenge for DMO (Destination management organizations) in tourism product management?
They have every little control over the quality or quantity of services in their destination.
 
Which of following is NOT a characteristic that makes tourism marketing unique?
Heavy control over the quality of services
 
Which of the following is not a reason why visitors like vacation packages?
support mass tourism
 
The product life cycle can be applied to tangible products but it cannot be applied to tourism.
False
 
The response to a promotion can be measured in_________ except:
the budget
 
A testimonial from a celebrity (e.g., Bryce Dallas Howard for New Zealand's promotion) is an example of a(n) ____________ promotion.
persuasive
 
The promotional mix is made up of the following parts:
Publicity, sales promotion, personal selling and advertising
 
Which media has highest visual quality?
television
 
All of the following are elements of the communications process except:
travel trade
 
________ is any paid form of non-personal presentation of ideas, goods, or services by an identified sponsor.
adveritising
 
A key difference between the promotional programs of national tourism offices (NTO) and their counterparts at regional tourism
organizations (RTO) at the state, provincial, and territorial levels is:
RTOs focus more on domestic travelers than international
 
Which of the following is not a role of national tourism offices (NTO) related to promotion?
Visa issuance
 
In selecting promotional media, decision will be tied closely to your decision on what _______________ mix elements to use.
promotional
 
There has been a shift in emphasis away from mass media communications toward more one-to-one communications.
True
 
Which of the following is a challenge for DMO (Destination management organizations) in tourism product management?
They have every little control over the quality or quantity of services in their destination.
 
Which of following is NOT a characteristic that makes tourism marketing unique?
Heavy control over the quality of services
 
Which of the following is not a reason why visitors like vacation packages?
support mass tourism
 
The product life cycle can be applied to tangible products but it cannot be applied to tourism.
Fal
What kind of targeting serves ads to web surfers whose online persona suggests that they are in a brand's target market?
Purchase-Based Category Targeting
 
____________ determines how a client's message can most effectively and efficiently reach the target audience.
Media Planning and Buying Services
 
Media is fragmented.
True
 
Consumer decision making is determined by the consumer's __________ and prior experiences with the product or service in question.
Involvement
 
"Marcom" stands for:
Advertising and Marketing Communication
 
IMC speaks with many voices.
False
 
Which of the following is NOT a type of advertising agency?
  Creative Boutiques
  Interactive Agencies
  Direct Marketing Agencies
  Promotion Agencies
All of the above are types of advertising agencies
 
One single exposure to rich media ads lifted all brand measures an average of _______ over the composite baseline score, showing the greatest gains for awareness and association.
3%
__________ tests to determine both instantaneous effects or carryover effects.
Evaluating the Campaign
 
Stan operates a retail store in a mid-sized town. He only advertises in his community. He wants to make sure his independent agency takes advantage of some special issues of the newspaper that are coming out in the next few weeks.
local independent full-service agency, media planner
 
The woman describes how Best Buy solves her problem of being able to shop within the time she has for a work break. Assuming her concern is that she be able to complete her shopping without being late, the primary motive influencing her choice of Best Buy is most likely
problem avoidance
 
Best Buy's research suggests that while men are typically independent shoppers, women often want someone to help them find the right technology and answer questions. For women, the Best Buy salesperson is serving as a(n)
opinion leader
 
Best Buy implemented changes to make its stores a comfortable place for women to shop. Best Buy believes that female shoppers' important concerns include knowing how the products will look in the home. Making sure that women can envision how products look takes advantage of the motivation of
sensory gratification
 
Best Buy does not play loud music in its stores, based on feedback that women don't like it. A woman who arrived at Best Buy after just having visited a loud technology store would likely experience
problem removal
 
Geek Squad was developed to help customers ensure their technology would be set up correctly at home. Assuming consumers are happy with the products they've purchased but encounter problems when they get the products home, Geek Squad is helping Best Buy deal with the problem of
incomplete satisfaction
 
Most adults are exposed to thousands of ads each day and are able to remember at least half of them due to the principle of perception.
false
 
What are the two types of perceptual screens consumers use?
physiological and psychological
 
Nergui buys only "specialized" mountain bikes because he believes they are the best product available. He will not buy any parts or accessories manufactured by other companies. Nergui is displaying
brand loyalty
 
Satisfaction is an issue after an exchange occurs, and advertising can help reinforce satisfaction. T/F?
true
 
A target audience is a segment of the market that displays a varying degree of loyalty to certain brands and products. T/F?
false
 
The Eggo brand has been around since the 1930s. The Eggo brand has always featured yellow as a key color behind a product shot and a big, red script logo on its boxes. The problem was that these elements were not engaging consumers. The colors looked flat, and the food didn't appear as appetizing as its competition. Eggo has recently developed new boxes to appeal to both its adult and child markets. Which component has been the primary focus of Eggo?
product packaging
 
The consultant suggests that a sustainable (I.e., long-term) relationship comes from
building trust
 
Pizza Hut's CMO believes that an important reason for improving the company's website is ensuring that Pizza Hut provides the best _______ possible when consumers order the product.
experience
 
Advertising is generally personal and directed toward individuals to
induce higher individual consumption. T/F?
false
 
Marketing is the only business function dedicated to producing revenue. T/F?
true
 
The billboard that displays an advertisement for a new Internet service provider is an example of a medium.
true
 
There is a wide array of cosmetics currently available in the market. Exhibitor Labs makes a line of cosmetics including eye accents and shampoos for horses. It claims to manufacturer "the world's finest equine cosmetics." What kind of strategy is Exhibitor Labs most likely using?
positioning
 
The term integrated marketing communications means
coordinating a firm's brand messages from a variety of sources
 
Which of the following statements about word-of-mouth advertising is true?
It is becoming an advertising medium because of social media.
 
The term _____ best explains why most automobile manufacturers produce similar products yet consumers have preferences for specific brands.
product differentiation
 
Bill needs to see someone about a design issue in the company's new ad. Fortunately, the ad department is a part of Bill's company.
in-house agency, creative director
 
GWM tells its research company that reliability and validity are of paramount importance. By reliability, GWM most likely means
how repeatable findings from the study would be.
 
GWM's research partner claims to have an instrument that assesses how interested consumers are in making a purchase. To the extent this measure accurately predicts real purchases by consumers, it can be said to have
validity
 
GMW's agency is interested in using secondary data to help create the ads. Which of the choices below is not secondary data for the agency?
responses from a survey the agency conducts
 
Kraft did research to decide where the Ritz Chip should be placed in a store—the chip aisle with other chips, or the cracker aisle with other Kraft products. The company decided on the latter. Research to make decisions like this (how the product should be displayed, packaged, priced, etc.) is best described as
marketing research
 
Focus groups are a useful way to learn from consumers. The data generated from Kraft's focus groups is best described as
qualitative
 
Kraft examined industry research suggesting that the growth of chip sales was twice that of cracker sales. This industry data, collected by someone other than Kraft, is best described as ________ data.
secondary
 
Testing for Budweiser included showing consumers the Lost Dog ad and measuring their feelings about the brand and the ad. This kind of research is closest to what your text describes as
an attitude test
 
The opening vignette suggests that consumers loved the Lost Dog ad, but questioned whether liking an ad focused on a puppy would translate into increased beer sales. The fact that consumer liking did in fact relate positively to sales suggests that liking is a ________ measure of ad effectiveness.
valid
 
Imagine that Budweiser wanted to know, in consumers' own words, what they were thinking and feeling while watching the Lost Dog spot. The best way to assess that would be a(n)
focus group
 
Some of the methods used in posttesting are direct questioning, focus groups, trailer tests, and voice pitch analysis. T/F?
false
 
Advertising is one of the largest costs in a company's marketing budget.
true
 
Great Catch has traditionally created an ad budget by allocating 10
percent of sales to advertising. This method is called
percentage of sales
 
Lucas believes that developing an e-commerce site is crucial to success. He believes that a strategy of doing so can help outflank the competition and help the company prosper. He suggests that it will cost $280,000. Which budgeting method described in the chapter would most strongly support spending dollars in this fashion?
objective/task
 
Corporate Objective
increase company's overall profits, show greater earnings on R&D
 
Frontier Airlines offers frequent fliers discounted rates on tickets to Denver, Colorado. The airline is attempting to build brand loyalty by _____ consumer habits.
reinforcing
 
LeBron James, as a spokesperson for McDonald's, would be an example of a(n) _____ for the fast-food restaurant chain's target market.
opinion leader
 
Even though the Pizza Hut corporation understood the need to make use of the Web, the franchise owners were skeptical. From an IMC perspective, the franchise owners are an important group of _____, whose opinions are directly related to the company's success.
stakeholders
 
Allowing consumers to connect with Pizza Hut over the Web whenever and however they wish, represents the facet of brand engagement described as
consumer control
 
The iPhone app changes the nature of the ordering experience for Pizza Hut customers. Of the four types of brand-related messages that can originate from a company, the innovative customer experience of using the app seems closest to
product messages
 
Facebook and Twitter, as used by Pizza Hut, are helping the company to engage in _______ with its customers because these technologies move away from one-way messaging and towards interactions.
relationship marketing
 
Susan is new at a large company that advertises everywhere in the U.S. Her boss tells her there is a problem they need to discuss with their ad agency. Susan is unsure whom to call, until her boss identifies the one person who serves as a liaison between the agency and the client.
national independent full-service agency, account manager
 
Ellen makes purses that are sold in 50 countries around the world. She wants a deeper understanding of her consumers' motivations in each country. Her ad agency helps her to advertise everywhere Ellen's products are sold, and she knows she can find people who can help her in this agency department.
international agencies, research and account planning
 
Laura designs flower arrangements that she sells exclusively to hotels for their lobbies. Her agency helps her design mail catalogs that showcase her arrangements. She recently mailed a new photo of her "Prestige" arrangement to the agency and she wants to be sure the photo was included in the materials sent to the printer. She should call this department to be sure.
business-to-business agency, production department
 
Blue Tiger decides that it needs to partner with an advertising agency. Since this is the first time the company has chosen to work with an agency, it is unsure of how to go about finding one. Which of the following is likely to provide the best outcome for finding a qualified agency?
use an agency review consultant
 
Blue Tiger narrows the list of possible agencies to three firms. In choosing a finalist, it wants to get a feel for how each firm would handle the Blue Tiger account. The best way to do this would be to ask each finalist to
do a speculative presentation
 
Blue Tiger becomes aware that one of the agencies listed as a finalist handles a competitor of Blue Tiger. Blue Tiger should
require that the agency resign from the competitor's account if selected
 
Blue Tiger makes a decision to hire one of the finalists, an agency called G, B, & H. Blue Tiger explains to the agency that it uses mail catalogs to attract virtually all of its customers. G, B, & H agrees that direct mail should be part of the media mix and agrees to help with catalog design. Because it is using the postal system, the compensation system that Blue Tiger should propose could logically be a markup arrangement in which the agency's time, materials, and costs
are calculated and a surcharge is added
 
The CEO of G, B, & H proposes that she and Blue Tiger's CEO have lunch on a monthly basis. She explains that this can assist with avoiding communication problems. Blue Tiger's CEO should respond by accepting. This seems like a sound way to keep open lines of
communication between agency and client
 
The ad features elaborate singing and dancing. The song's key lyrics, "Un poquito de lovin," has a close connection to McDonald's famous tagline, "I'm lovin it." This relates to your text's suggestion that national, as compared to local, advertisers have a more _________ focus.
strategic
 
The team that wrote and scripted the ad ultimately reports to Álvar Suñol, who joined the agency in February of 2014 after he was recruited from Bassat Ogilvy in Madrid. As the person responsible for the creative work that comes from the agency, you can guess that his title is
creative director
 
This ad, produced in 2015, features Dominican-American performer Leslie Grace. Grace confronts writer's block while composing in a McDonald's restaurant before a restaurant worker inspires her with song and choreography. The ad was created for Univision, a Spanish-language U.S. network. What type of ad agency do you think created this spot?
a general consumer agency serving a specialized market
 
What type of advertising seeks to create a favorable long-term perception of the business as a whole?
institutional advertising
 
Goldwin Golf Corp. has developed a golf club that has a wider shaft and is 40 grams lighter than other clubs currently on the market. It has hired Lowell Agency Co. to develop an advertising campaign for this new club. Goldwin has offered to pay the agency 3 percent of its profits if it sells more than 30,000 clubs during its first full year of production. This bonus is an example of a(n)
incentive system
 
Armstrong did ride Trek bikes in races. In others, he used a LIfespeed bike that was painted to resemble a Trek. Audiences who believed Armstrong was winning races on a Trek bike when he was in fact riding a different brand were victims of what unethical marketing practice?
deception
 
Trek president, John Burke, after cutting ties between his company and Armstrong following proof Armstrong had cheated, told a reporter that "I think that what Lance did was he got a lot of people in America riding bikes," Burke said. "That's his legacy. Trek's business went up because of that. And so did everybody else's." Burke's comments reflect what economic aspect of the impact of advertising?
effect on consumer demand
 
Ethically, what should Learning Curve be concerned about in considering whether to accept the ad from Spike T? the audience may be too young to make an informed choice for a
potentially dangerous product
 
The disclaimer in Spike T points out that caffeine should be used in moderation. This is likely
unclear, especially to children
 
The ad does not directly state that drinking Spike T will make a person
more alert or energetic. Taken in total, it is reasonable to conclude that
this link is implicitly communicated by the depiction of the energized teen
 
A representative at Spike T is challenged that its ad is unethical. The representative responds that CARU guidelines specify that "it remains the prime responsibility of the parents to provide guidance for children." This response is true, but CARU guidelines also say that ads should contribute to a
parent-child relationship in a constructive manner. This one does not.
 
The traditional beliefs held by people in a society or community and the philosophical rules that society establishes to justify such beliefs and decree how people should act are the two interrelated components of ethics.
true
 
Adherence to ethical and socially responsible principles is the moral obligation of advertisers.
true
 
A complaint was filed with the Federal Trade Commission (FTC) that accused the film industry of regularly advertising R-rated movies during television shows most popular with children. The FTC most likely investigated to see if the film industry was guilty of
unfair advertising
 
Verizon, a provider of cell phone service, frequently runs TV ads that feature a series of maps. One map shows how much of the country is covered by Verizon's service. The other maps show how much of the country is covered by Verizon's major competitors. These commercials are an example of
comparative advertising
 
Lori and Juana are going to the mall. Lori wants to buy a pair of athletic shoes, and Juana wants to buy a pair of Reebok cross-trainers. Lori illustrates _____ demand while Juana illustrates _____ demand.
primary; selective
 
The global market of 18-to-25-year-olds represented the target market for Scion. Advertising to this group required reaching a group of consumers known as the
target audience
 
Eighteen-year-olds living in California and 24-year-olds living in Tokyo don't always have much in common. Toyota, through its research, knew that one attribute common to most members of the target market was an interest in individuality. Discovering this is an example of finding
a shared characteristic
 
The Scion is a car that strikes many older consumers as unattractive. To many younger consumers, however, it looks rebellious, is inexpensive, and can easily be customized. Identifying the market segment that seeks these desired qualities is a way of segmenting via
benefit
 
The Scion product concept came from the observation that many West Coast youth were attracted to low-cost cars such as the Honda Civic and the Toyota Corolla, which they purchased and then customized. This consumer behavior is much less common among East Coast youth. Knowing this, Toyota might wish to further segment its market on the basis of
geographic segmentation
 
Messages in Scion's promotional campaign emphasized individuality and nonconformity. These messages were supported by a host of accessories available for the brand that allowed consumers to make their car totally unique. In psychographic terms, Scion assumed that a primary motivation of its target market is
self-expression
 
Scion's research team speaks with five consumers about the brand. Which one of the five represents the type of consumer that Scion should spend most of its promotional dollars on?
Ed loves both the Scion xB and Honda Civic. When he makes up his mind, he'll pay full price for one.
 
Campaigns like this one distinguish between purchasers and users. Somewhat uniquely, the Old Spice ad addresses both groups. In this instance, _________ are purchasers while _________ are users.
women; men
 
The segmentation strategy of the campaign, using gender, is primarily based on
demographics
 
The amusing Old Spice spots helped revive sales of Old Spice products and even helped them surge to a dominant share of market after years of decline. Exactly how much of this was due to the ads is in some doubt, however, because the ads ran during a period in which the brand owner—P & G—used price cuts, coupons, and other incentives to encourage consumers to buy the product. These activities, collectively, are labeled by your text as
sales promotion