ABDT3503 CIB - C9

A reference group that serves as a benchmark for specific attitudes or behaviors is called a:

• Normative reference group
  

• Membership group

• Symbolic group

• Comparative reference group

Which type of reference group consists of individuals who a person aspires to be like but may not necessarily be a member of?

• Informal group
  

• Membership group

• Symbolic group

• Comparative reference group

In which method of measuring opinion leadership are respondents asked who provided them with product information?

• Self-designation method

• Sociometric method

• Key informant method

• Klout score

Scenario: A new coffee brand wants to increase brand awareness without spending too much on traditional advertising. They decide to send free samples to selected customers and encourage them to share their experiences on social media.

Question: What type of marketing strategy is the company using?

• Institutional Advertising
  

• Comparative Advertising

• Viral Advertising

• Opinion Leadership

Scenario: Ali is passionate about technology and is always the first among his friends to buy the latest smartphones and gadgets. His friends often ask for his advice before making their own purchases because they trust his knowledge.

Question: Based on consumer behavior, what role does Ali play in his social group?

• Opinion Leader

• Early Majority

• Laggard

• Brand Advocate

Scenario: Emma is looking to buy a new skincare product. She sees an advertisement featuring a famous actress claiming that she has been using the product for months and that it has significantly improved her skin.

Question: Based on the advertisement, what type of celebrity endorsement is being used?

• Celebrity Spokesperson

• Celebrity Endorsement

• Celebrity Actor

• Celebrity Testimonial

A group that serves as a benchmark for specific behaviors or attitudes is called a __________ reference group.

A company promoting its overall brand image rather than a specific product is engaging in __________ advertising.

Who are the first group of consumers to adopt a new product?

• Laggards

• Early majority

• Innovators

• Early adopters

A celebrity spokesperson is someone who:

• Acts in a commercial for a product

• Represents a brand over an extended period

• Gives a personal testimony about a product they have used

• Uses social media to promote brands independently