Deck 3: Campaign Target Audience Selection and Action Objectives

Question 1

"Buying" refers to any relevant action on the part of stakeholders.

Answer 1

True

Question 2

Other-brand switchers buy our brand but they also buy other brands.

Answer 2

False

Question 3

Favorable brand switchers consist of two subgroups.

Answer 3

True

Question 4

Converting favorable other-brand loyals is profitable, if it can be done, because, typically, consumers deliberately develop brand loyalty to enable efficient shopping within a particular category.

Question 5

Action objectives for end-customers can be classified as pre-purchase, purchase, and post-purchase behaviors.

Question 6

A sales inquiry is not a sufficient pre-purchase action objective.

Question 7

Business decision roles are much the same as consumer decision roles.

Question 8

The influencer is more likely to choose the brand.

Question 9

A single individual may play all five roles in the behavioral sequence model.

Question 10

If more than one subgroup is to be targeted, a single behavioral sequence model will suffice as it is a comprehensive model.

Question 11

Customer targeting for a marcoms campaign requires the manager to specify a target audience group consisting of actual buyers of the brand-item as this is the only group from whom sales can be expected.

Question 12

Brand-loyalty segmentation is the best way to distinguish potential target audiences.

Question 13

For fast-moving consumer goods and services, brand loyals represent the best potential for an increase in the brand-item's sales rate.

Question 14

Purchase behavior will identify which subgroup to target for infrequently purchased items such as durables.

Question 15

When estimating the leverage of relevant subgroups when determining target audience potential, the manager must calculate the size of the subgroup, add the dollar value of the expected per capita increased sales, and deduct the cost of the campaign.

Question 16

Post-purchase action objectives include retail display and customer recommendations.

Question 17

Good survey data enables the manager to set action objectives as quantitatively specific and time-period specific goals.

Question 18

The key question in nominating the creative target is "Which role will have the greatest influence on choice of our brand-item?"

Question 19

Focus group interviews are a good way to develop a behavioral sequence model.

Question 20

The behavioral sequence model must answer the questions of what the main decision stages are, who is involved in the decision stage, where this stage takes place, when it takes place, and how the decision at this stage is made.