Advertising and Promotion
Pre-Test Questions
Course Introduction
Advertising and Promotion explores the principles, strategies, and tools used by organizations to communicate with target audiences and shape consumer perceptions. The course covers the development and execution of advertising campaigns, integration of promotional mix elements such as sales promotions, public relations, direct marketing, and digital media, as well as ethical considerations and the role of creativity in advertising. Students gain practical insights through case studies and project work, learning how to craft compelling messages, select appropriate media channels, and measure campaign effectiveness in a dynamic marketplace.
Recommended Textbook
Consumer Behavior Buying Having and Being 12th Edition by Michael R. Solomon
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14 Chapters
1284 Verified Questions
1284 Flashcards
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Page 2
Chapter 1: Buying, Having, and Being: an Introduction to Consumer Behavior
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92 Verified Questions
92 Flashcards
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Sample Questions
Q1) Walmart tracks the habits of the 100 million customers who visit it stores each week and responds with products and services directed toward those customers' needs based on the information collected. This is an example of ________ marketing.
A) undifferentiated
B) database
C) relationship
D) consumer-generated
Answer: B
Q2) In the early stages of development, consumer behavior was known as buyer behavior. What important aspect of the exchange process does this change in name reflect?
Answer: Buyer behavior reflects an emphasis on the act of purchase, but this exchange is dependent upon a number of pre-purchase and post-purchase perspectives and behaviors. To fully understand why an exchange is made, researchers must look at decisions and influences before the exchange, as well as the expectations of what happens after the exchange. The study of consumer behavior accounts for pre-purchase and post-purchase issues along with purchase issues, rather than simply buyer behavior.
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Page 3
Chapter 2: Consumer and Social Well-Being
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96 Verified Questions
96 Flashcards
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Sample Questions
Q1) A strategy that aligns a company brand with a cause to generate business and societal benefits is called ________.
A) ethic marketing
B) social marketing
C) response marketing
D) cause marketing
Answer: D
Q2) So called "gripe sites" exist for consumers to publish ________ responses against products or stores with which they are dissatisfied.
A) private
B) third-party
C) voice
D) complaint
Answer: B
Q3) Malware is an example of malicious software.
A)True
B)False
Answer: True
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Chapter 3: Perception
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Sample Questions
Q1) When consumers become aware of stimuli that relate to their currents needs, they are practicing perceptual vigilance.
A)True
B)False
Answer: True
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) A behavioral researcher studying how consumers use multi-sensory, fantasy, and emotional factors in selecting products is studying hedonic consumption.
A)True
B)False
Answer: True
Q4) Define the term "hedonic consumption."
Answer: Hedonic consumption is a multisensory, fantasy, and emotional aspect of a consumer interaction with a product.
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Page 5
Chapter 4: Learning Memory
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Sample Questions
Q1) Retrieval is the process whereby we recover information from long-term memory.
A)True
B)False
Q2) Herbal companies traditionally sold their products in cylinder-shaped plastic containers that were very characteristic of the herbal supplement market. One company broke with tradition and began to sell its herbal products in bottles that appeared to be straight from the pharmacy's shelf. They were rectangular with white labels that looked very professional. Sales went through the roof. What form of stimulus generalization most likely worked for the herbal company?
A) Masked branding
B) Halo effect
C) Continual reinforcement
D) Shaping
Q3) Define learning.
Q4) Explain how instrumental conditioning works.
Q5) Classical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.
A)True
B)False
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Chapter 5: Motivation and Affect
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86 Flashcards
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Sample Questions
Q1) Whether a consumer's need is utilitarian or hedonic, the ________ it creates determines the urgency the consumer feels to reduce it.
A) magnitude of the tension
B) direction of the tension
C) expectancy
D) reinforcement
Q2) What is productivity orientation?
Q3) A clothing store made the proper decision when they targeted women with a high need for achievement for their line of business suits.
A)True
B)False
Q4) Explain the concept of involvement and its relationship to motivation.
Q5) When a woman buys expensive jewelry, which of the following needs is most likely being expressed?
A) Hedonic
B) Utilitarian
C) Rational
D) Biogenic
Q6) Explain purchase involvement.
Page 7
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Chapter 6: The Self: Mind, Gender, and Body
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Sample Questions
Q1) Discuss the extended self and provide a description of each level of the extended self.
Q2) The looking-glass self is modeled by elements of the pop culture, such as comic book heroes.
A)True
B)False
Q3) The modern use of high heels (which can cause knee and hip problems) may be compared to the traditional Asian practice of foot binding. According to the text, which of the following purposes best describes why high heels are worn?
A) To separate group members from non-group members
B) To place the individual in the social organization
C) To place the person in a gender category
D) To enhance sex-role identification
Q4) Describe how ideals of beauty within a culture motivate consumers to change themselves physically. Discuss specific categories where this occurs.
Q5) Describe the self-concept. Next, discuss and describe the dimensions that can be used to describe the attributes of the self-concept.
Q6) Explain how the concept of self-esteem is used in advertising.
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Chapter 7: Personality, Lifestyles, and Values
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85 Flashcards
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Sample Questions
Q1) The ego is the referee in the fight between temptation and virtue.
A)True
B)False
Q2) Brand personality is a set of traits people attribute to a product as if it was a person.
A)True
B)False
Q3) According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures.
A) archetypes
B) patterns of behavior
C) Doppelgangers
D) symbolic communities
Q4) Describe the concept of brand personality.
Q5) The Pillsbury Doughboy and the Jolly Green Giant are examples of ________.
A) branded people
B) brand personalities
C) brand positioning
D) brand arrogance
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Chapter 8: Attitudes and Persuasive Communication
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Sample Questions
Q1) Which of the following general attitude functions is most closely related to the basic principles of reward and punishment?
A) Utilitarian function
B) Value-expressive function
C) Ego-defensive function
D) Knowledge function
Q2) A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues.
A) principle
B) belief
C) personality trait
D) attitude
Q3) Explain the elaboration likelihood model (ELM).
Q4) According to the functional theory of attitudes, attitudes exist because they are hereditary.
A)True
B)False
Q5) Compare and contrast the uses of the emotional appeals of sex, humor, and fear in advertising. What are the strengths and weaknesses of each?
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Chapter 9: Decision Making
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Sample Questions
Q1) The alternatives actively measured during a consumer's choice process are the ________ set.
A) inert
B) evoked
C) evaluate
D) consideration
Q2) Cedric runs out of gas on the way to work. He thinks to himself-"How stupid I am!" Cedric has experienced a form of a problem recognition that is being dominated by a downward movement in his actual state.
A)True
B)False
Q3) A mental or problem-solving shortcut to make a decision is called a(n) ________.
A) determinant
B) detail rule
C) heuristic
D) experience rule
Q4) Self-regulation refers to a person's efforts to change or maintain his actions over time.
A)True
B)False
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Chapter 10: Buying, Using, and Disposing
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90 Flashcards
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Sample Questions
Q1) A study found that women who engage in extensive information search and comparison shopping were most likely to select which of the following metaphors to express their perspective of time?
A) Time is a pressure cooker.
B) Time is a river.
C) Time is a map.
D) Time is a feast.
Q2) Customers are more likely to buy an inferior product now rather than wait for a better one if their culture thinks of times as a map rather than as a river.
A)True
B)False
Q3) A company who uses the home shopping party method is ________.
A) Amway
B) Avon
C) Mary Kay
D) All of the above
Q4) A pop-up store is purposefully designed to come and go very rapidly.
A)True
B)False
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Chapter 11: Groups and Social Media
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Sample Questions
Q1) A type of virtual community of consumption based on sharing online journals is called ________.
A) blogs
B) boards
C) rings
D) globs
Q2) Buzz is created by word-of-mouth advertising.
A)True
B)False
Q3) Individuals with the ability to influence others' attributes or behaviors are considered ________.
A) reference groups
B) experts
C) opinion leaders
D) avoidance leaders
Q4) ________ describes the capacity to alter the actions of others.
A) Social power
B) Social pressure
C) Social interaction
D) Social involvement
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Chapter 12: Income and Social Class
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Sample Questions
Q1) List the 6 social classes.
Q2) Which of the following phrases is the best illustration of homogamy?
A) Opposites attract
B) Birds of a feather flock together
C) Leave no stone unturned
D) To the victor go the spoils
Q3) The best predictor of major expenditures that do not have status or symbolic value is ________.
A) social class
B) income
C) social class and income
D) occupation
Q4) Vance comes from the lower-upper class as does Jeff. They are both madly in love with Julia, who is beautiful enough to do part-time modeling. According to the principle of ________, Julia could be attracted to both men.
A) elaborated codes
B) ascribed status
C) homogamy
D) restricted codes
Q5) Explain what a credit score is and how it relates to social class.
Page 14
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Chapter 13: Subcultures
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Sample Questions
Q1) Advertising to teens typically depicts ________.
A) respected adults recommending the product
B) qualified experts explaining product benefits to teens
C) "in" teens using the product
D) family members of two or three generations using the product together
Q2) The actual number of years a person has been alive is their ________ age.
A) perceived
B) chronological
C) confirmed
D) cohort
Q3) Explain the concept of de-ethnicization. Give an example.
Q4) Items such as Swiffer, Keurig, and Dove target ________.
A) Baby Boomers
B) Gen Z
C) Gen Y
D) Gen X
Q5) Explain the difference between a high-context culture and a low-context culture.
Q6) Explain why the Islamic market should be important to U.S. marketers.
Q7) What are age cohorts? Briefly explain how marketers use age cohorts to segment markets.
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Chapter 14: Culture
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Sample Questions
Q1) Grooming rituals express two kinds of binary opposition: private/public and ________.
A) work/leisure
B) self/others
C) pride/modesty
D) innocence/experience
Q2) The aspect of a cultural system which describes the mental characteristics of a people and the way they relate to their environment and social groups is known as ________.
A) ecology
B) social structure
C) ideology
D) anthropology
Q3) A ________ is a very short-lived fashion.
A) trend
B) fad
C) classic
D) style
Q4) Describe the three functional areas of a cultural system.
Q5) Explain the meaning of objectification and how it occurs. Provide an example.
Page 16
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