Reference no: EM132241482

1. In the context of targeting ethnic groups, African American consumers are:

a. less likely to believe that diversity in advertising is important.

b. more likely to have positive attitudes toward advertisements.

c. less likely to respond to messages targeted specifically toward them.

d. more likely to trust brands that are not advertised on the Internet or through mobile ads.

e. less likely to positively evaluate advertisements made within their ethnic group.

2. The benefit of cluster analysis is that it allows marketers to:

a. increase the ability of consumers to process information.

b. change the decision-making processes of consumers.

c. segment and target consumers more effectively.

d. reach a wider area of consumers using advertising.

e. encourage consumers to rely on their own judgment.

3. Bill went to college to fulfill his dream of becoming a great movie director. However, he moved back into his parents' home right after he finished college. In this scenario, Bill could be considered a:

a. bootstrapper.

b. boomeranger.

c. netizen.

d. materialist.

e. boomer

4. Which of the following best describes Gen Xers' consumer behavior?

a. They like to take time to research products and customize them to their own taste.

b. They are accustomed to shopping in stores and online.

c. They are cynical about obvious marketing techniques.

d. They notice advertising messages that appeal to nostalgia for their younger days.

e. All of these are correct.