Question: Explain the difference between brand-loyal and habitual purchasing. When a brand-loyal customer arrives at a store and finds her favorite brand is out of stock,

  1. Explain the difference between brand-loyal and habitual purchasing. When a brand-loyal customer arrives at a store and finds her favorite brand is out of stock, what would you expect to happen next? (Chapter 5).
  2. What unique information can psychographics provide that would be of special value to advertisers? (Chapter 6).
  3. List the sources and uses of secondary data. What are the benefits of secondary data? What are the limitations? (Chapter 7).
  4. In what situations would share of voice be an important consideration in setting an advertising budget? What will be the drawbacks of trying to incorporate share of voice in budgeting decisions? (Chapter 8).

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