IMC Test 2

Which model appeals on a rational, practical level?

• HEM

• CPM

• Both

• None

A salesperson giving a free sample to a potential customer, hoping that it will lead them to return the favor by purchasing something is example of

• Liking

• Commitment

• Scarcity

• Reciprocation

Sources of social proof in marketing can be

• Celebrities

• Users

• Peers

• All of them

Stars drinking Starbucks can be referred to the following tool of influence

• Reciprocation

• Liking

• Social proof

• Consistency

Sensodyne proudly promotes itself as the ‘Number 1 Dentist Recommended Brand for Sensitive Teeth’. It’s an example of using

• Social proof

• Authority

• Liking

• Commitment

It’s example of using

• Scarcity

• Reciprocation

• Consistency

• Commitment

When you break your customer groups down into units according to their lifestyle, beliefs, values, and interests, it’s ... segmentation

• Demographic

• Psychographic

• Geographic

• Behavioral

Spending habits, purchasing habits, browsing habits refer to

• Geographic segmentation

• Psychographic segmentation

• Behavioral segmentation

• Demographic segmentation

This is useful for creating a brand image which helps create brand equity, a sense of social belongingness and ego-identification.

• Symbolic positioning

• Experiential positioning

• Functional positioning

What is the right order?

• 1) Positioning 2) Targeting 3) Segmentation

• 1) Targeting 2) Segmentation 3) Positioning

• 1) Segmentation 2) Targeting 3) Positioning