Advertising and Promotion
Final Exam Questions
Course Introduction
This course explores the fundamental principles and practices of advertising and promotion within the broader context of integrated marketing communications. Students will examine the strategic process of developing advertising campaigns, the role of promotional tools such as sales promotion, public relations, and direct marketing, and the use of both traditional and digital media platforms. Emphasis is placed on understanding consumer behavior, creative message development, media planning, and measuring campaign effectiveness. Real-world case studies and projects provide practical experience in creating and evaluating advertising and promotional strategies for diverse markets.
Recommended Textbook
Consumer Behavior Buying Having and Being 12th Edition by Michael R. Solomon
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14 Chapters
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1284 Flashcards
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Page 2
Chapter 1: Buying, Having, and Being: an Introduction to Consumer Behavior
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Sample Questions
Q1) Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her sorority's formal event. The stores were crowded, and none of her favorite shops carried a dress that she liked in her size. After spending hours at the mall, Jenny decided to order her dress online and just return it if it was not exactly right. This story is an example of how consumer behavior is a(n) ________.
A) industry
B) process
C) art form
D) theory
Answer: B
Q2) American society is shifting from a mass culture in which many consumers share the same preferences to a diverse culture in which consumers have almost an infinite number of choices.
A)True
B)False
Answer: True
Q3) Explain the term "user generated content."
Answer: User generated content is when everyday people voice their opinions about product brands and/or companies on social networks.
Page 3
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Chapter 2: Consumer and Social Well-Being
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96 Flashcards
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Sample Questions
Q1) Market access can be limited due to ________.
A) disabilities
B) media literacy
C) food desert
D) all of the above
Answer: D
Q2) Participatory action research is also called transactional consumer research.
A)True
B)False
Answer: False
Q3) Lateral cycling means reducing how much one product uses so there is less waste.
A)True
B)False
Answer: False
Q4) Explain the "functionally illiterate."
Answer: Functionally illiterate describes a person whose reading skills are not adequate to carry out everyday tasks.
Q5) Explain the three key legislative acts affecting consumers.
Answer: These acts are located in Table 2.2
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Chapter 3: Perception
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Sample Questions
Q1) One of the principles of psychophysics is that change in the physical environment is not always matched by equal changes perceptually. If Madison Wilson were creating a new drink, what would psychophysics tell her?
A) She could make the drink twice as sweet by adding twice the amount of sugar.
B) She would need to research how the perception of "sweetness" changed by the amount of sugar added.
C) She would need to look at the subliminal aspects of "sweetness."
D) She would need to create promotions to tell customer's how "sweet" the new drink is.
Answer: B
Q2) Novelty in the form of interruption intensifies our experiences, increases our enjoyment of pleasant stimuli and amplifies our dislike of unpleasant stimuli.
A)True
B)False
Answer: True
Q3) Interpretation is the last stage of the perceptual process.
A)True
B)False
Answer: True
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Chapter 4: Learning Memory
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Sample Questions
Q1) Scott thought of himself as a very successful marketer. He created a campaign with a product logo that was very popular and that customers associated with a quality product. It was so popular that in a few months, the logo began to appear almost everywhere. Instead of increasing sales of the product, the customer demand began to decrease as competitors' products became more successful. What characteristic of learning was most likely ruining Scott's apparent success?
A) Too much repetition was decreasing the strength of the conditioning effect, thus leading to extinction of the learned relationship between the logo, the quality of the product, and the association with Scott's company.
B) Customers confused Scott's logo with the logo of Scott's competitors, making cognitive learning incomplete.
C) The logo produced only a fixed-ratio schedule of reinforcement that did not sustain sales, while Scott's competitor used a variable-ratio schedule.
D) Over time, the logo became boring, and customers punished Scott's company by buying competitors' products as a type of revenge for their boredom.
Q2) Discuss the capacity of short-term memory.
Q3) Explain the term "extinction."
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Page 6
Chapter 5: Motivation and Affect
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Sample Questions
Q1) Who identified a set of 20 psychogenic needs?
A) McClelland
B) Murray
C) Maslow
D) Zaichkowsky
Q2) According to Maslow's hierarchy of needs, the lowest order (e.g., most basic) of needs is ________.
A) safety
B) physiological
C) belongingness
D) esteem
Q3) Describe the motivation process.
Q4) List the primary needs displayed in Maslow's hierarchy of needs. Give an example of a product that fits each need form.
Q5) What is productivity orientation?
Q6) Motivation explains the strength of behavior, but not its direction.
A)True
B)False
Q7) Explain purchase involvement.
Q8) Explain the concept of involvement and its relationship to motivation.
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Chapter 6: The Self: Mind, Gender, and Body
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Sample Questions
Q1) Men are more likely to use a woman's body shape as a sexual cue. One explanation of this phenomenon is that feminine curves provide evidence of ________.
A) compatibility
B) reproductive potential
C) intellectual capacity
D) sociability
Q2) Which of the following explains why people decorate or mutilate their bodies?
A) To separate group members from nonmembers
B) To place a person in a gender category
C) To enhance social role identification
D) All of the above
Q3) A consumer is attached to an object to the extent that she relies upon it to maintain her self-concept.
A)True
B)False
Q4) Self-concept refers to the beliefs a person holds about his or her own attributes and how he or she evaluates these qualities.
A)True
B)False
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Chapter 7: Personality, Lifestyles, and Values
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Sample Questions
Q1) What form do psychographic studies take?
A) Lifestyle profile
B) Product-specific profile
C) General lifestyle segmentation
D) All of the above
Q2) Esso (now Exxon in the United States) used the work of Ernest Dichter to influence its "Put a Tiger in Your Tank" ad campaign. Which of the following conclusions formed the rationale for the famous campaign?
A) Orange and black are two of the most powerful colors in the color spectrum.
B) The tiger supplies powerful animal symbolism and it contains vaguely sexual undertones.
C) The size of the tiger enhances a male's ego.
D) The playful nature of the tiger is appealing to female consumers.
Q3) The Pillsbury Doughboy and the Jolly Green Giant are examples of ________.
A) branded people
B) brand personalities
C) brand positioning
D) brand arrogance
Q4) Explain the 3 systems of Freud's personality theory.
Q5) List and explain the four forms of psychographic studies.
Page 9
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Chapter 8: Attitudes and Persuasive Communication
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Sample Questions
Q1) What is source credibility and does source credibility affect attitude change?
Q2) According to the elaboration likelihood model, marketers of a low-involvement product must first change attitudes before customers are likely to purchase their product.
A)True
B)False
Q3) ________ acknowledges that marketers will be more successful when they communicate with consumers who have already agreed to listen to them.
A) Authorized marketing
B) Reach marketing
C) Target marketing
D) Permission marketing
Q4) Most messages merely present one or more positive attributes about a product or reasons to buy it. Which of the following best describes this approach to communicating a message?
A) Supportive arguments
B) Two-sided message
C) Refutational arguments
D) Reporting bias
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Chapter 9: Decision Making
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Sample Questions
Q1) Kraft has repackaged its salad dressings as "anything" dressings to encourage people to shift their ________ and consider the dressings as a complement to more than just salads.
A) demonstration signals
B) knowledge structures
C) mental maps
D) mean-end chains
Q2) A consumer's overall reaction to a product after it was purchased is called feature creep.
A)True
B)False
Q3) Tomorrow, Janice will be attending a party with a buffet. In anticipation of splurging on delicious food, she is eating very little today. Janice is using a ________ to help her estimate consumption over time and regulate her behavior.
A) constructive process
B) mental budget
C) diet
D) cognitive process
Q4) List and describe the three "buckets" of consumer decision making.
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Chapter 10: Buying, Using, and Disposing
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Sample Questions
Q1) A(n) ________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior.
A) opinion group
B) demographic group
C) reference group
D) focus group
Q2) The fact that some customers will pay three to four times as much as others to fly first class, even though the plane arrives at the same time for every passenger, demonstrates the importance of both the social and physical surroundings in the marketplace.
A)True
B)False
Q3) A typical antecedent state is product disposal.
A)True
B)False
Q4) A membership reference group is made up of idealized figures such as successful business people, athletes, or performers.
A)True
B)False
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Chapter 11: Groups and Social Media
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Sample Questions
Q1) Earlier purchasers tend to be innovators, who like to take risks.
A)True
B)False
Q2) ________ occurs when an individual may have reason to believe that the group will apply sanctions to punish nonconforming behavior.
A) Fear of deviance
B) Fear of commitment
C) The principle of least interest
D) Interpersonal influence
Q3) A(n) ________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior.
A) opinion group
B) demographic group
C) reference group
D) focus group
Q4) A person or group with the means to provide positive reinforcement is said to have expert power.
A)True
B)False
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Chapter 12: Income and Social Class
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Sample Questions
Q1) Many twenty-somethings have rebelled against their more affluent parents by mocking wealth, wearing clothing such as shredded jeans and driving boxy cars. These are examples of what is called a modern potlatch.
A)True
B)False
Q2) Fred has been a farmer all his life. He inherited the family farm when he was 35, but that was twenty years ago. Due to the economy, Fred has lost the farm and has taken a manual labor job in the city to support his family. What form of mobility best describes Fred's position?
A) Horizontal mobility
B) Two-way stretch mobility
C) Downward mobility
D) Upward mobility
Q3) Lower-class men are more likely than middle-class men to have a general sense of empowerment.
A)True
B)False
Q4) Define discretionary income.
Q5) Explain the term "nouveau rich."
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Chapter 13: Subcultures
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Sample Questions
Q1) The actual number of years a person has been alive is their ________ age.
A) perceived
B) chronological
C) confirmed
D) cohort
Q2) The ________ Generation includes people who were born between the two World Wars.
A) Interbellum
B) War Baby
C) Baby Boomer
D) Silent
Q3) People and institutions that teach the ways of a culture are called ________.
A) progressive learning models
B) ethnography facilitators
C) host cultures
D) acculturation agents
Q4) Couples who are better educated on average and choose not to have children are considered DINKS.
A)True
B)False
Page 15
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Chapter 14: Culture
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Sample Questions
Q1) Thomas and his family recently toured the Gettysburg Battlefield on their vacation. The area was rich in history. While walking, Thomas remembered all the accounts of the battle that he had read in school. He finally understood why this place had such a special meaning in American history and to Americans in general. Gettysburg Battlefield is best classified as ________.
A) profane
B) objectified
C) sacred
D) crescive
Q2) The Japanese greatly value products that make efficient use of space because of the cramped conditions in urban areas in Japan. This is an example of ________ in Japan's cultural system.
A) social structure
B) ecology
C) ideology
D) dogma
Q3) In many cultures, myths feature talking animals that act as mediating figures.
A)True
B)False
Q4) Describe the three functional areas of a cultural system.
Page 16
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