Advertising and Promotion Exam Questions
Course Introduction
Advertising and Promotion explores the principles, strategies, and practical applications of promoting products, services, and brands in a competitive marketplace. The course examines the roles of advertising, public relations, sales promotion, and digital media within integrated marketing communications. Students will analyze case studies, develop campaign strategies, and gain hands-on experience in creating effective promotional messages for diverse audiences. Emphasis is placed on understanding consumer behavior, media planning, budgeting, ethical considerations, and the use of data to optimize campaign impact.
Recommended Textbook
CB 6 6th Edition by Barry J. Babin
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16 Chapters
2052 Verified Questions
2052 Flashcards
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Page 2
Chapter 1: What is CB and Why Should I Care?
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127 Verified Questions
127 Flashcards
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Sample Questions
Q1) Kim Mathews,a retired school teacher,recently relocated to her old neighborhood.She called the trash collection company of her new neighborhood to enter her address but was dismayed to learn that they charged an extra $10 compared to the other companies in other areas.She complained to the company manager but was told that she had to either pay the bill or dispose the trash on her own.Kim had no other option but to pay the bill.Which of the following is the reason why Kim was treated so poorly by the company?
A) The trash company was dependent on her repeat business.
B) The trash company had no other competitors providing this service.
C) It was a regulated service funded by the city's authorities.
D) The trash company didn't want to serve retired individuals.
E) The trash company served only the higher-income households.
Answer: B
Q2) The resource advantage theory primarily explains the manner in which human resources must be managed in a company.
A)True
B)False
Answer: False
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Chapter 2: Value and the Consumer Behavior Value Framework
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Sample Questions
Q1) The term augmented product means the original product plus the extra things needed to increase the value from consumption.
A)True
B)False
Answer: True
Q2) _____ value is derived from a product that helps a consumer solve problems and accomplish tasks that are a part of being a consumer.
A) Utilitarian
B) Functional
C) Terminal
D) Purchase
E) End-state
Answer: A
Q3) Both consumers and marketers enter exchange-seeking value.
A)True
B)False
Answer: True
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Page 4
Chapter 3: Consumer Learning Starts Here: Perception
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134 Verified Questions
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Sample Questions
Q1) The just meaningful difference (JMD)represents:
A) the smallest amount of change in a stimulus that would influence consumer consumption and choice.
B) how consumers interpret different information in ways that are biased by their previously held beliefs.
C) the contrast reaction that occurs when a stimulus has characteristics that can be readily recognized as an example of a specific category.
D) how consumers form opinions about one brand over another based on the information provided by marketers.
E) the process by which consumers filter out unwanted details when they are exposed to a stimulus.
Answer: A
Q2) In instrumental conditioning,all reinforcement must be positive for behavioral change to occur.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Comprehension, Memory, and Cognitive Learning
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Sample Questions
Q1) Consumers display greater recall of an intended message when information is presented in sequence rather than in intervals.
A)True
B)False
Q2) Refer to Valentine's Day Scenario.The sequence of events Todd mentally went through regarding what to expect at the restaurant is an example of _____.
A) framing
B) habituation
C) a script
D) chunking
E) an exemplar
Q3) The psychological process by which knowledge is recorded is known as _____.
A) attention
B) perception
C) memory
D) motivation
E) epistemology
Q4) Compare and contrast the different memory stores in the multiple store theory of memory.
Page 6
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Chapter 5: Motivation and Emotion: Driving Consumer Behavior
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Sample Questions
Q1) Marketing communications that present product information in a way that evokes mild levels of emotions will tend to be less effective in producing recall than communications that are affectively neutral.
A)True
B)False
Q2) Henry considers himself a cheese connoisseur and subscribes to the Cheese Connoisseur magazine.He spends his weekends buying and trying out different kinds of cheese.Henry would be best described as a(n)_____.
A) whistle-blower
B) spokesperson
C) product enthusiast
D) idea champion
E) boundary spanner
Q3) Homeostasis refers to the fact that the body naturally reacts in a way so as to maintain a constant,normal bloodstream.
A)True
B)False
Q4) Explain the regulatory focus theory.
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Q5) Describe Maslow's hierarchy of needs and give an example of each type of need.
Chapter 6: Personality, Lifestyles, and the Self-Concept
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Sample Questions
Q1) The ego differs from the id in that the ego:
A) focuses on immediate gratification.
B) operates on the pleasure principle.
C) focuses on hedonic value.
D) works against the superego by motivating behavior that goes against societal norms and expectations.
E) focuses on resolving the conflicts between the id and the superego.
Q2) _____ refers to the tendency of consumers to take excessive pride in themselves,including their appearance and accomplishments.
A) Trait vanity
B) Trait anxiety
C) Innovativeness
D) Frugality
E) Competitiveness
Q3) John gives away his old furniture to the poor and the needy whenever he buys new ones.Hence,it can be safely concluded that John is a highly materialistic consumer.
A)True
B)False
Q4) Define brand personality and explain its significance.
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Chapter 7: Attitudes and Attitude Change
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Sample Questions
Q1) The ATO approach is known as the _____,which indicates that attitudes are formed holistically across a number of attributes,with poor ratings on one attribute being compensated for by higher ratings on another attribute.
A) holistic model
B) single-attribute model
C) compensatory model
D) hierarchical model
E) subjective model
Q2) Explain how the behavioral intentions model differs from the attitude-toward-the-object (ATO)model.
Q3) Which of the following terms refers to specific attempts to change attitudes?
A) Segmentation
B) Persuasion
C) Positioning
D) Monitoring
E) Tracking
Q4) Impulse purchases are never motivated by feelings.
A)True
B)False
Q5) What is the hierarchy of effects? Briefly describe the different hierarchies.
Page 9
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Chapter 8: Group and Interpersonal Influence
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Sample Questions
Q1) _____ word-of-mouth occurs naturally when consumers truly enjoy a product or service and they want to share their experiences with others.
A) Primary
B) Organic
C) Natural
D) Amplified
E) Secondary
Q2) Ruth has taken up the responsibility of maintaining her joint family's expenses.She keeps track of the entire family's needs and discusses with the other family members about the purchases to be made.Ruth plays the role of a(n)_____ in her household purchase process.
A) decision maker
B) user
C) gatekeeper
D) purchaser
E) influencer
Q3) Explain the three types of reference group influence.Explain for each type how a reference group influences your behavior.
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10
Chapter 9: Consumer Culture
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Sample Questions
Q1) The process of learning by imitating others' behavior is known as _____.
A) shaping
B) modeling
C) reinforcing
D) renquing
E) diffusing
Q2) Refer to MNC Scenario.Even though Corebiz Corp.is a multinational company,it believes in a marketing strategy that strongly resonates the essence of the local culture in its implementation.This is an example of _____.
A) accommodation
B) acclimatization
C) glocalization
D) enculturation
E) acculturation
Q3) Belgium is categorized as a BRIC nation.
A)True
B)False
Q4) Low-power-distance nations tend to be less egalitarian.
A)True
B)False
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Chapter 10: Microcultures
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Sample Questions
Q1) Consumers born between 1965 and 1980,long thought to be a group that was marked by alienation and cynicism,belong to the _____.
A) greatest generation
B) Baby Boomers
C) Millennials
D) Generation X
E) silent generation
Q2) Restaurateurs who serve markets with a heterogeneity of religious groups need to be well aware of the dietary restrictions and the sensitivity of these different groups to violations of the restrictions.
A)True
B)False
Q3) Cognitive structuring is a term that refers to the reliance on schema-based heuristics in making decisions.
A)True
B)False
Q4) The Baby Boomers were born prior to 1928.
A)True
B)False
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Chapter 11: Consumers in Situations
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Sample Questions
Q1) Define atmospherics.Describe the atmospheric elements of a specific retail store or restaurant that you like.
Q2) Which of the following represents the worth obtained because some shopping task or job is completed successfully?
A) Hedonic shopping value
B) Absolute shopping value
C) Epistemic shopping value
D) Experiential shopping value
E) Utilitarian shopping value
Q3) Define situational influences.How do situational influences change a consumer's perception of value? Explain the three categories of situational influences.
Q4) Very few products are susceptible to seasonal influence.
A)True
B)False
Q5) Name and describe the four types of shopping activities.Give an example of each based on your personal shopping experience.
Q6) Discuss the temporal factors that affect consumer behavior.
Q7) Compare and contrast impulsive,unplanned,and compulsive shopping behaviors.
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Chapter 12: Decision Making I: Need Recognition and Search
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Sample Questions
Q1) It has been a month since Carl moved into a new apartment in Leicester.He spent most of his life savings on purchasing the apartment.He now considers his decision and feels that he has made the right selection in terms of the amount of money spent and the value received on the purchase.Which of the following activities in the decision-making process best represents Carl's consideration of his decision?
A) Need recognition
B) Search for information
C) Evaluation of alternatives
D) Choice
E) Postchoice evaluation
Q2) The situation in which consumers are presented with so much information that they cannot assimilate it all is known as information _____.
A) bias
B) asymmetry
C) bottleneck
D) overload
E) exposure
Q3) Discuss five factors that influence the amount of search performed by consumers.
Q4) Explain the types of consumer search behavior with an example each.
Page 14
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Chapter 13: Decision Making II: Alternative Evaluation and Choice
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Sample Questions
Q1) When considering a new product,consumers rely on the knowledge that they have regarding the relevant product category.
A)True
B)False
Q2) Mental assessments of the presence of attributes and the benefits associated with those attributes are known as _____.
A) judgments
B) schemas
C) maps
D) scripts
E) stereotypes
Q3) A characteristic that allows a consumer to diagnose something distinctive about an alternative is also known as a _____.
A) beacon
B) sample
C) signal
D) sensor
E) code
Q4) Name and describe the four types of noncompensatory decision rules.
Page 15
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Chapter 14: Consumption to Satisfaction
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Sample Questions
Q1) The overall goodness or badness of a service provided is referred to as service
A) factor
B) recovery
C) variability
D) quality
E) level
Q2) A consumer with low satisfaction exhibits much more noticeable and persistent behavior than does an angry consumer.
A)True
B)False
Q3) Self-perception theory states that consumers are motivated to act in accordance with their attitudes and behaviors.
A)True
B)False
Q4) Consumer satisfaction is a mild,positive emotional state resulting from a favorable appraisal of a consumption outcome.
A)True B)False
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Chapter 15: Consumer Relationships
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Sample Questions
Q1) Carla was unhappy with her haircut.The next time she wanted a haircut,she went to a different hairstylist who Carla thought was more competent than her previous stylist.From a consumer behavior perspective,which of the following terms best describe Carla's behavior?
A) Infiltrating
B) Hoarding
C) Shilling
D) Switching
E) Referencing
Q2) Perceptions of justice are included within the _____ cognitions.
A) spatial
B) numerical
C) equity
D) comparative
E) qualitative
Q3) True loyalty involves both a continuing series of interactions and feelings of attachment between the customer and the firm.
A)True
B)False
Q4) Define customer commitment and describe its significance.
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Chapter 16: Consumer and Marketing Misbehavior
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Sample Questions
Q1) Myrna is an anti-capitalist.She thinks that capitalism feeds consumers' hedonistic desires,pollute the earth,and make excessive profits.One evening,on her way back from work,Myrna threw rocks through several retailers' windows in an upscale neighborhood.She did this as a form of revenge against capitalism.Which of the following motivations of consumer misbehavior best explains Myrna's behavior?
A) Unfulfilled aspirations
B) Thrill-seeking
C) Pathological socialization
D) Opportunism
E) Provocative situational factors
Q2) To have a sales orientation means that the salesperson is more focused on long-term customer satisfaction and relationship development than on immediate sale and short-term results.
A)True
B)False
Q3) Pleasing products are products that provide hedonic value to consumers but may be harmful in the long run.
A)True
B)False
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