Investment Management Certificate (IMC) Practice Exam

Which type of ad targeting focuses on the consumer's lifestyle choices?

1. Demographic targeting

2. Geographic targeting

3. Lifestyle targeting

4. Behavioral targeting

The correct answer is: Lifestyle targeting

Lifestyle targeting focuses on consumer behaviors, interests, and preferences that reflect their lifestyle choices. This type of targeting goes beyond traditional demographic variables like age or gender and instead looks at how consumers live, what activities they engage in, and what values they hold. For instance, advertisers might target consumers based on their hobbies, interests in travel, fitness, or sustainability, and their spending habits. By understanding these lifestyle factors, marketers can create more personalized and relevant advertising messages that resonate with specific groups, leading to more effective campaigns. In contrast, demographic targeting would focus primarily on statistical characteristics of a population segment, such as age, race, gender, or income level, which doesn't drill down into the personal preferences that lifestyle targeting encapsulates. Geographic targeting hones in on the physical location of consumers, using place-based strategies to reach specific regional audiences. Behavioral targeting, on the other hand, is more concerned with a consumer's online behaviors and interactions, such as their browsing history or previous purchases, rather than the broader lifestyle choices that encompass their interests and values.