IMC Exam 2 Review

Netnography and big data are important concepts, often relating to the internet.

In the world of advertising, products are positioned, but markets are segmented.

Consumer insights are pieces of critical information provided by developmental research.

Consumer preferences relate with taste.

Higher involvement may be a function of a consumer-brand relationship.

Consumers participate in rituals.

It is important for an advertiser and agency to align around evaluation criteria upfront.

AIO research can also be known as lifestyle research.

One perspective of consumer behavior is that the consumer is a decision maker.

Advertising can influence internal but not external searches.

If Nike decides to use the STP framework, it does not need to do market segmentation.

An advertising plan is the same thing as a marketing plan.

Focus groups are not appropriate for making scientific generalizations.

A concept test seeks feedback designed to screen the quality of a new idea.

When formulating a positioning strategy, it is important to consider the competition.

It may be hard or impossible to get accurate figures on competitors’ spending.

Advertising clutter has nothing to do with the context in which ads are processed.

Experience and involvement are both low in the extended problem-solving decision-making mode.

Design thinking often relies on preconceived notions of a good or service.

For print ads and promotions, recall testing is the standard memory test.

Emotion is not an important concept in advertising.

Recognition tests are the same as recall tests.

Consumer behavior is a process that begins with problem recognition.

Positioning relates to an attempt to give a brand meaning relative to its competitors.

The consumer behavior of a family is of great interest to advertisers.