Advertising and Promotion Practice Questions
Course Introduction
This course explores the strategic and creative aspects of advertising and promotion within the broader field of marketing communications. Students will examine the planning, development, execution, and evaluation of advertising campaigns and promotional strategies across diverse media platforms. Key topics include understanding target audiences, message creation, media selection, budgeting, and the integration of digital and traditional marketing tools. Emphasis is placed on ethical considerations, trends in consumer behavior, and real-world case studies, equipping students with the skills necessary to design effective advertising initiatives in various business contexts.
Recommended Textbook
Consumer Behaviour Buying Having Being 4th Australia Edition by Michael R. Solomon
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Page 2
Chapter 1: Buying, Having, and Being
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69 Verified Questions
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Sample Questions
Q1) Sherif visits a new diner in his town.He receives poor service, and his food does not taste fresh.When he gets home, he leaves an honest review of the restaurant online.Another user, Jemma, reads his review and decides she will not visit the dinner.Sherif and Jemma are engaging in a ________.
A)market segmentation
B)B2C e-commerce market
C)virtual brand community
D)social commerce market
Answer: D
Q2) A consumer researcher who believes in the paradigm of ________ believes that human reason is supreme and that there is a single, objective truth that can be discovered by science.
A)fundamentalism
B)interpretivism
C)positivism
D)postmodernism
Answer: C
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Page 3
Chapter 2: Consumer and Social Well-Being
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Sample Questions
Q1) Which of the following people is an example of a consumed consumer?
A)Cyberbully
B)Prostitute
C)Single mother
D)Shopaholic
Answer: B
Q2) In recent years, GAP clothing has partnered with an organisation known as (RED), which partners with brands in order to raise money to fight HIV/AIDS in Africa.By partnering with (RED), GAP is engaging in ________.
A)cause marketing
B)social marketing
C)corporate social responsibility
D)culture jamming
Answer: A
Q3) Which of the following is associated with compulsive consumption?
A)Anxiety
B)Happiness
C)Intelligence
D)Income
Answer: A
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Chapter 3: Perception
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Sample Questions
Q1) According to Weber's Law, the ________ the initial stimulus, the greater a change must be for people to notice the change.
A)more common
B)stronger
C)weaker
D)more unusual
Answer: B
Q2) Which of the following refers to the meanings we assign to sensory stimuli?
A)Schema
B)Semiotics
C)Interpretation
D)Perception
Answer: C
Q3) The process by which people select, organise and interpret sensory information is called ________.
A)reception
B)awareness
C)perception
D)sensation
Answer: C
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Chapter 4: Learning and Memory
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Sample Questions
Q1) Susan picks and runs her focus groups carefully.She wants to make sure that each focus group member provides meaningful information for her research purpose.As she is examining potential focus group candidates, she notices that three men and two women seem to provide 'yes' answers regardless of what she asks them.They seem to want to be on the focus group very badly and appear eager to be 'good subjects.' If Susan follows prudent testing methodology, she should reject these test subjects in order to avoid the possibility of which of the following biases?
A)Neophyte bias
B)Order bias
C)Response bias
D)Affinity bonding bias
Q2) When Shira was a young girl, her teacher gave her a sticker every time she earned above 90 per cent on a test.Shira's teacher was using classical conditioning.
A)True
B)False
Q3) Retrieval is the process whereby we recover information from long-term memory.
A)True
B)False
Q4) Define the terms 'learning' and 'incidental learning.'
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Chapter 5: Personality
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Sample Questions
Q1) Motivational research relies on ________ individual consumers.
A)psychographic profiles of B)Jungian analysis of C)behavioural targeting of D)depth interviews of
Q2) Someone who is not likely to repurchase a product or complain about a product he or she isn't satisfied with displays the personality trait of ________.
A)impulsiveness
B)romanticism
C)neuroticism
D)self-consciousness
Q3) Explain the basic premise of trait theory.What are the problems in using trait theory for consumer research?
Q4) Explain the Freudian system of personality as it might apply to the behaviour of a consumer.
Q5) The ego is the referee in the fight between temptation and virtue.
A)True
B)False
Q6) What did Freud mean when he said, 'sometimes a cigar is just a cigar'?
Page 7
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Chapter 6: Motivation and Values
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Sample Questions
Q1) Joe was told by his mother that he needed to get a gift for his aunt's birthday.He had only met his aunt once before and hardly knew her.Joe was walking through a shopping centre and saw a candy specialty store.He entered and looked at the selection without much interest.He was about to select a box of chocolates for his aunt simply because it was cheap when he remembered that his new girlfriend Julie loved chocolate.Joe really liked Julie.He began to inspect each box of chocolates carefully, trying to find evidence of quality.Which type of involvement explains Joe's change of behaviour?
A)Product involvement
B)Price involvement
C)Purchase situation involvement
D)Message involvement
Q2) In the motivation process, the desired end state is the consumer's ________.
A)drive
B)need state
C)benefit
D)goal
Q3) What is the relationship between motivation, need, drive, goal and wants?
Q4) Explain the concept of involvement and its relationship to motivation.
Q5) How are values, motivation and belief systems related?
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Chapter 7: The Self: Mind, Gender and Body
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Sample Questions
Q1) The reason why a sixteen-year-old boy may choose to use typically 'macho' products like cigarettes or alcohol can be explained by symbolic self-completion theory.
A)True
B)False
Q2) Promotions featuring fantasy appeal have been found to be effective with customers whose real self and ideal self are close and consistent.
A)True
B)False
Q3) The ideal self is a person's conception of how she ________.
A)adapts to play different roles
B)imagines other think of her
C)would like to be
D)realistically thinks she is
Q4) Research has shown that consumer's food choices at a restaurant are unaffected by the body shape and size of the server attending to the consumers.
A)True
B)False
Q5) Explain the concept of 'social comparison.'
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Chapter 8: Attitudes and Attitude Change
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Sample Questions
Q1) Which theory of attitudes assumes that people assimilate new information about attitude objects in light of what they already know and feel, using an initial attitude as a frame of reference to categorise new information?
A)The theory of cognitive dissonance
B)Multi-attribute theory
C)Social judgement theory
D)Self-perception theory
Q2) Which of the following attitude functions is associated with a focus on particular social identities and lifestyles (e.g., 'What sort of man reads Playboy?')?
A)Utilitarian
B)Value-expressive
C)Ego-defensive
D)Knowledge
Q3) Attitude researchers have developed the concept of a hierarchy of effects to explain ways to study attitudes and their formation.List and briefly describe each of the four hierarchies that were presented in the chapter.Be explicit with your descriptions.
Q4) Describe the functional theory of attitudes and its components (functions).
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Chapter 9: Individual Decision-Making
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Sample Questions
Q1) What is a decision-making heuristic? Describe two typical heuristics used in consumer decision-making situations.
Q2) Susan is trying to select the right tour.She is going to Scotland but can't make up her mind what she wants to do when she gets there.There are so many variables including cost, the weather and Susan's desire to see the village her grandmother called home.Susan's problem emphasises the importance of the ________ in designing an effective hospitality-marketing program for the tourism industry.
A)experiential perspective
B)behavioural influence perspective
C)purchase momentum phenomenon
D)rational perspective
Q3) ________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired state.
A)Information search
B)Evaluation of alternatives
C)Evaluation of the evoked set
D)Problem recognition
Q4) Compare limited versus extended problem solving.
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Chapter 10: Buying, Using and Disposing
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Sample Questions
Q1) As every salesperson knows, some people savour the experience of being waited on, even though they may not necessarily buy anything.The hedonic shopping motive associated with this scenario is that of instant status.
A)True
B)False
Q2) Temporal factors influence consumers who quickly rush through a store and try to make purchases before the store closes.
A)True
B)False
Q3) Which of the following is considered a limitation of e-commerce?
A)Expensive to order and then return
B)Lack of real-time pricing
C)Lack of reasonable delivery times
D)Higher prices than in-store prices
Q4) If a consumer is in an environment with high density, he or she will always experience crowding.
A)True
B)False
Q5) What is the difference between unplanned buying and impulse buying?
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Chapter 11: Groups and Social Influence
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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 behaviour.
A)opinion group
B)demographic group
C)reference group
D)focus group
Q2) Janine recently bought a new type of smartphone.She loves it and thinks the price was very reasonable.She begins to tell all of her friends about the phone.This type of product information transmission is called ________.
A)independent analysis
B)product shuffle
C)reactance formation
D)word-of-mouth
Q3) Explain the relationship between nodes and flows and how these contribute to the media multiplexity of social media.
Q4) Explain the concept of guerrilla marketing and give an illustration of how this promotion/communication technique might be applied.Be specific in your comments.
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13
Chapter 12: Ethnicity, Religion and Age
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Sample Questions
Q1) The degree to which individuals in organisations or societies encourage and reward individuals for being fair, altruistic, friendly, generous, caring and kind to others is known as ________.
A)performance orientation
B)future orientation
C)uncertainty orientation
D)humane orientation
Q2) A ________ is defined as a group whose members share beliefs and common experiences that set them apart from others.
A)culture
B)subculture
C)microculture
D)cohort
Q3) Several processes and outcomes come into play as immigrants adapt to their new surroundings.List these processes and outcomes and create an example that demonstrates the linkage between them.
Q4) The typical immigrant today in Australia is most likely from India.
A)True
B)False
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Chapter 13: Lifestyle, Income and Social Class
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Sample Questions
Q1) Many 20-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) What is a consumption constellation, and how does it relate to consumer lifestyle?
Q3) For the most part, marketers fail to use social-class information as effectively as they could.List five reasons why this failure might occur.Be specific.
Q4) A consumption constellation for lower- or working-class consumers would be Mercedes cars, yachts, caviar and champagne.
A)True
B)False
Q5) Some theorists do not include income in their measure of social class, arguing that it is unnecessary.Defend this point of view and also explain why income is added when measuring social class in marketing.
Q6) What are AIOs, and how do contemporary psychographic researchers use them?
Q7) Explain the concept of social mobility and its various forms.
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Chapter 14: The Culture of Consumption
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Sample Questions
Q1) In the diffusion of innovation process, the ________ are the one-sixth of the population that is very slow to adopt.
A)innovators
B)early adopters
C)late adopters
D)laggards
Q2) Identify what the term 'co-optation' means.Give an illustration of the concept and demonstrate how it applies to the movement of meaning as shown in the text.
Q3) Crescive norms are ________.
A)strict 'must do' rules of behaviour in a society
B)followed only by the females of a culture
C)associated with monetary rewards and punishments
D)subtle rules discovered as we interact with others
Q4) Where you choose to sit in an almost empty movie theatre is most likely determined by your culture's mores.
A)True
B)False
Q5) Identify and describe the factors that affect the successful adoption of innovations.
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