Mini- Sim: Integrated Marketing Communication Exam
2023 with complete solution
Look at the PREFERENCES for the CHARACTERISTICS that matter the most to
this target segment. What is most important in a backpack to this segment?
Capacity and Eco-Friendly
At 68%, Capacity and Eco-Friendly are tied for being the most important characteristics
for this segment.
Both CAPACITY and ECO-FRIENDLY are important for this market. In particular,
why does the importance of the ECO-FRIENDLY characteristic, at 68%, make
sense for this segment? Click on the response that you think makes the most
sense.
This segment tends to be more aware of what others in the segment think and would
want to make sure they conform.
What is the highest level of message AWARENESS that can be reached with the
UNIVERSITY STUDENT based on a selection(s) of POSITIONING messages?
50%
Selecting Funky or Great Value by itself will result in a 50% message awareness.
Adding more positioning choices tends to ...
Decrease awareness with the target segment and decrease message clarity to that
group.
Sometimes, the market research we do for product development and the message
testing we do for ad campaigns yield surprising results. Which positioning
statement was most surprising for NOT yielding the highest AWARENESS with
our target segment?
Eco-Friendly
Make sure that only the GREAT VALUE positioning message is selected before
proceeding.
Which MEDIA type is the most expensive per unit?
TV
As a result of the ability to reach a very large audience, advertisers can charge a lot
more for this media type.
What is the lowest cost MEDIA type?
Poster
This is the lowest cost media option, but it also has the lowest reach.
Focusing only on the INTERNET tab, click through the MEDIA options and see
how the DEMOGRAPHIC REACH changes with each option. Then do the same
with the other MEDIA (PRINT, TV, RADIO and POSTER) categories. Which MEDIA
types provide the least amount of reach?
2023 with complete solution
Look at the PREFERENCES for the CHARACTERISTICS that matter the most to
this target segment. What is most important in a backpack to this segment?
Capacity and Eco-Friendly
At 68%, Capacity and Eco-Friendly are tied for being the most important characteristics
for this segment.
Both CAPACITY and ECO-FRIENDLY are important for this market. In particular,
why does the importance of the ECO-FRIENDLY characteristic, at 68%, make
sense for this segment? Click on the response that you think makes the most
sense.
This segment tends to be more aware of what others in the segment think and would
want to make sure they conform.
What is the highest level of message AWARENESS that can be reached with the
UNIVERSITY STUDENT based on a selection(s) of POSITIONING messages?
50%
Selecting Funky or Great Value by itself will result in a 50% message awareness.
Adding more positioning choices tends to ...
Decrease awareness with the target segment and decrease message clarity to that
group.
Sometimes, the market research we do for product development and the message
testing we do for ad campaigns yield surprising results. Which positioning
statement was most surprising for NOT yielding the highest AWARENESS with
our target segment?
Eco-Friendly
Make sure that only the GREAT VALUE positioning message is selected before
proceeding.
Which MEDIA type is the most expensive per unit?
TV
As a result of the ability to reach a very large audience, advertisers can charge a lot
more for this media type.
What is the lowest cost MEDIA type?
Poster
This is the lowest cost media option, but it also has the lowest reach.
Focusing only on the INTERNET tab, click through the MEDIA options and see
how the DEMOGRAPHIC REACH changes with each option. Then do the same
with the other MEDIA (PRINT, TV, RADIO and POSTER) categories. Which MEDIA
types provide the least amount of reach?
