JMM 102 EXAM 2 QUESTIONS AND ANSWERS

JMM 102 EXAM 2 QUESTIONS
AND ANSWERS

, 1. 1. Which of the following is NOT a type of audience d) Financial segmentation
segmentation?
a) Geographic segmentation
b) Demographic segmentation
c) Psychographic segmentation
d) Financial segmentation

2. 2. What does VALS stand for in psychographic segmen- b) Values and Life Styles
tation?
a) Variable Attributes of Life Style
b) Values and Life Styles
c) Vision and Life Styles
d) Various Analytics of Lifestyle Studies

3. 3. Which of the following is a key feature of geodemo- b) It is based on the idea
graphic segmentation? that people live in neigh-
a) It segments based on income and social class borhoods with others sim-
b) It is based on the idea that people live in neighbor- ilar to themselves
hoods with others similar to themselves
c) It focuses on people's values and beliefs
d) It categorizes consumers by their online shopping
behavior

4. 4. Which segment in the VALS typology has high re- c) Innovators
sources and high innovation?
a) Survivors
b) Thinkers
c) Innovators
d) Strivers

5. 5. Which of the following is a method used to track d) Both b and c
audience behavior in media?

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