Advertising and Promotion
Pre-Test Questions
Course Introduction
Advertising and Promotion focuses on the strategic role of advertising and promotional activities within the broader field of marketing. The course explores key concepts such as consumer behavior, message design, media planning, and integrated marketing communications. Students will learn how to create compelling advertising campaigns, assess the effectiveness of promotional strategies, and utilize both traditional and digital platforms for maximum impact. Emphasis is placed on ethical considerations, target market segmentation, branding, budgeting, and evaluating campaign performance. By the end of the course, students will be equipped with practical skills to develop and implement advertising and promotional programs that align with organizational objectives.
Recommended Textbook
Consumer Behaviour Buying Having and Being 7th Canadian Edition by Michael Solomon
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Chapter 1: An Introduction to Consumer Behaviour
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Sample Questions
Q1) Global terms like kuroi kiri,la mordida,bustarella,and baksheesh refer to:
A) competition.
B) segmentation.
C) theft.
D) bribery.
Answer: D
Q2) Define demographics. Next,using information that you have learned from the text about the demographics of consumers,identify three marketing opportunities that match demographic trends. Justify your opportunities with specifics from your demographic appraisal.
Answer: Demographics are objectively measurable descriptive characteristics of a population. Students can identify any number of marketing opportunities,drawing upon the sections in the text such as age,gender,family structure,social class and income,ethnicity,and geography.
Q3) When the researcher uses data collected by another entity to answer a new research question,this is called primary research.
A)True
B)False
Answer: False
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Chapter 2: Perception
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Sample Questions
Q1) The colour ________ has been shown to grab window shoppers' attention.
A) yellow
B) blue
C) purple
D) red
Answer: A
Q2) The principle of similarity means that consumers tend to group together objects that share physical characteristics; as an example,Coca-Cola,Sprite,and Dad's Old-Fashioned Root Beer are all "carbonated soft drinks."
A)True
B)False
Answer: True
Q3) According to neuromarketing research,our ultimate preferences for a brand such as Coke over Pepsi are not only shaped by the taste of the product,they are also influenced by:
A) exposure.
B) sensation.
C) consumption.
D) perception.
Answer: D
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Chapter 3: Learning and Memory
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Sample Questions
Q1) In analogical learning,the existing product is called the ________ and the new product is called the ________.
A) node; link
B) link; target
C) base; target
D) target; link
Answer: C
Q2) Recent research shows that a car manufacturer,Grey Motors,is perceived as being "old" by young consumers. To overcome this issue they create a new product line,Flash,and in their advertising materials hide all associations with Grey Motors. This is an example of:
A) activation.
B) brand loyalty.
C) brand equity.
D) masked branding.
Answer: D
Q3) What is an associative network model?
Answer: Associative network models propose that an incoming piece of information is stored in a network containing bits of information organized according to some relation to each other.
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Chapter 4: Motivation and Affect
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Sample Questions
Q1) Affiliation needs can be satisfied at athletic venues such as hockey arenas.
A)True
B)False
Q2) ________ envy occurs when the consumer believes that the superior "other" does not deserve his or her status.
A) Malignant
B) Benign
C) Comparative
D) Malicious
Q3) "Elaboration" is the term used to refer to the level of personal importance or interest the consumer perceives,evoked by a stimulus within a specific situation.
A)True
B)False
Q4) Which element below is an example of message-response involvement?
A) mass customization
B) SMART
C) valences
D) spectacles
Q5) Define mood congruency and provide an example.
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Chapter 5: The Self
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Sample Questions
Q1) Ben is a little nervous about how he will be perceived when he arrives for a job interview. He got his hair cut and wore his most expensive business suit so he would appear more like the person the firm would hire at an executive level. He knows that he "cleans up well" and hopes that will compensate for a weak resume. Explain in terms of symbolic interactionism what Ben is doing.
Q2) Mary Jane is a very conservative businesswoman by day. However,when she decides to "go out on the town" she likes to party and "kick up her heels." This would be an example of the fact that many consumers:
A) are not confident with their real selves.
B) prefer their ideal self.
C) have secret identities.
D) have multiple selves.
Q3) Franz is very meticulous in appearance,and prepares his attire carefully before going anywhere as he wants to feel confident. This is an illustration of ________ theory.
A) symbolic self-completion
B) low self-esteem
C) ego representation
D) power exertion
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Chapter 6: Personality, Lifestyles, and Values
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Sample Questions
Q1) What is materialism? What are some of the negative consequences of materialism?
Q2) At Whole Foods supermarket in Seattle,shoppers take part in a "singles" night the first Friday of every month. Identify and describe the variable this program is using to target consumers.
Q3) Trait theory refers to those subjective components of the self ("traits")that intuitively "make sense" even though they cannot be measured quantitatively.
A)True
B)False
Q4) Mary's possessions play a central role in her life and influence her value systems. Mary can be considered as having the trait of:
A) extroversion.
B) materialism.
C) self-consciousness.
D) innovativeness.
Q5) Explain the Freudian system of personality as it might apply to the behaviour of someone who is out with friends drinking.
Q6) What were beliefs of the neo-Freudians? Are those beliefs relevant to today's marketing?
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Chapter 7: Attitudes
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Sample Questions
Q1) Why have multi-attribute attitude models become so popular among marketing researchers? What three elements are specified in such models?
Q2) Bill is watching a television show. When an advertisement comes on,he has a predisposition to respond to that advertisement in a favourable or unfavourable manner. This predisposition is referred to as a(n):
A) advertisement potential.
B) attitude toward the advertisement.
C) promotional probability.
D) promotional influence.
Q3) When consumers change their behaviour or form attitudes intended to increase their similarity to another person or to a group,the level of commitment to that attitude is said to result from:
A) internalization.
B) identification.
C) socialization.
D) compliance.
Q4) Outline three obstacles to predicting behaviour utilizing the theory of reasoned action.
Q5) Describe what Katz means by the term "value-expressive function."
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Chapter 8: Attitude Change and Interactive Communications
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Sample Questions
Q1) What are some of the advantages in using non-human endorsers?
Q2) You have been hired by the Government of Canada as a consultant to inform their tobacco labelling campaign. In particular,they are concerned that some of the anti-smoking labels on cigarette packaging are too graphic and upsetting for consumers. Given what you know about fear appeals,what would you advise?
Q3) When Ashley enters the used car lot to look for her next car,she draws upon the knowledge that car salespeople often use "hard-sell" techniques and she raises her guard in order to defend herself from a persuasion attempt. This is consistent with:
A) the Persuasion Knowledge Model.
B) a dual process model.
C) the existence of a sleeper effect.
D) the theory of cognitive dissonance.
Q4) What is meant by the term "second-order response"?
Q5) Facebook,Twitter,and LinkedIn are all examples of:
A) content sourcing.
B) social media.
C) crowd funding.
D) permission marketing.
Q6) Briefly explain source credibility.
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Chapter 9: Individual Decision Making
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Sample Questions
Q1) High-ticket items that require substantial expenditures are most subject to which form of purchase risk?
A) monetary
B) functional
C) physical
D) social
Q2) Generally,search activity is greater when the purchase is important.
A)True
B)False
Q3) Explain the relationship between the evoked set,the inept set,and the inert set.
Q4) The basic idea of feature creep is that a competitor starts to steal product features from another company.
A)True
B)False
Q5) When shopping at the supermarket,Russ always unconsciously grabs a carton of milk. This is an example of an automatic purchase.
A)True
B)False
Q6) Explain the disjunctive rule,and include a simple example.
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Chapter 10: Buying and Disposing
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Sample Questions
Q1) Give an example of the positive impact that co-consumers can have.
Q2) Samuel is on his weekly trip through the grocery store. When he sees a jar of cinnamon in the spice aisle,he remembers that he is out of cinnamon. Cinnamon is not on his grocery list. Samuel has just experienced which of the following buying situations?
A) unplanned buying
B) impulse buying
C) demand-enhanced buying
D) planned buying
Q3) The importance of the salesperson in influencing buying behaviour can be understood in terms of exchange theory,which stresses that there must be an effective store policy for the exchange of products or refund of money if the consumer is unhappy with a purchase.
A)True
B)False
Q4) Bilateral cycling is a process where already-purchased objects are sold to others or exchanged for other items.
A)True
B)False
Q5) What is lateral cycling?
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Chapter 11: Group Influence and Social Media
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Sample Questions
Q1) Some reference groups are composed of idealized figures such as outstanding athletes,entertainers,or even successful businesspeople. While the consumer may have no direct contact with such figures,their influence can be powerful because consumers may be guided to the types of products used by people they admire. Such reference groups are called:
A) ideological compound reference groups.
B) aspirational reference groups.
C) associative cluster reference groups.
D) approach-avoidance reference groups.
Q2) The strategy of getting customers to sell a product on behalf of the company that creates it is called:
A) permission marketing.
B) viral marketing.
C) stealth marketing.
D) relationship marketing.
Q3) Reactance is more related to ________ than to ________.
A) independence; anticonformity
B) anticonformity; independence
C) commitment; deviance
D) anticonformity; commitment
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Chapter 12: Income, Social Class, and Family Structure
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Sample Questions
Q1) Joshua was born into a wealthy family and never had to work in his life. He eventually became bored with his life and went looking for a job to keep him busy. His parents were very angry with him and would not speak to him. Joshua could be categorized as belonging to the:
A) invidious class.
B) conspicuous class.
C) middle class.
D) leisure class.
Q2) When Otis visited Toronto he watched CNN on TV in his hotel and went to hear the symphony orchestra. Most likely he belongs to:
A) upper and upper-middle classes.
B) upper.
C) middle class.
D) middle and working.
Q3) Compare achieved and ascribed status with an example.
Q4) Who are boomerang kids?
Q5) Why should marketers take the family life cycle into account for marketing planning?
Q6) What effect,if any,might being working class make to ones "world view"?
Page 14
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Chapter 13: Subcultures
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Sample Questions
Q1) The ad from Salesgenie.com that depicted two animated pandas who spoke in heavy Chinese accents was pulled because its use of ________ was seen to be offensive.
A) vulnerable consumers
B) country-of-origin associations
C) racial profiling
D) ethnic stereotyping
Q2) Erika and Hans,aged 21 and 22 years,have shared many experiences: a U2 concert in Brussels,skydiving in Bonn,and sailing in the Irish Sea. Erika and Hans could be said to be part of the same age:
A) identity.
B) cohort.
C) delineation.
D) culture.
Q3) Describe the teen conflict identified by the Saatchi and Saatchi study as idealism versus pragmatism.
Q4) Is the senior market easy or hard to segment,and why?
Q5) What does the volunteering pattern look like for Canadians 55 and older?
Q6) How do high- and low-context cultures differ?
Q7) List the age cohorts discussed in the text from the oldest to the youngest.
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Chapter 14: Cultural Influences on Consumer Behaviour
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Sample Questions
Q1) When Disney Land Hong Kong used elements of feng shui in elements of their design,they were taking an etic perspective.
A)True
B)False
Q2) Marika claims her culture is high in power distance. What best describes what she means?
A) Her culture has a greater degree of societal inequalities.
B) Her culture distances its powerful individuals from political power.
C) Her culture puts a lot of effort into maintaining social norms.
D) Her culture believes that power should be controlled so as to maintain stability.
Q3) People buying Christmas presents is based on what kind of event?
A) ideological
B) forced C) structural
D) emergent
Q4) What is a global dreamer?
Q5) Juan wears Abercrombie and Fitch and Levi's most days,despite living in Buenos Aires. What is this an example of?
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Chapter 15: The Creation and Diffusion of Culture
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Q1) Cultural selection is the process whereby some alternatives are selected over others by cultural gatekeepers.
A)True
B)False
Q2) What is a discontinuous innovation?
Q3) Which of the following factors affects the perceived risk of adopting an innovation?
A) compatibility
B) complexity
C) relative advantage
D) observability
Q4) When a song begins receiving wide airplay on radio stations,what stage of the fashion acceptance cycle is it in?
A) introduction stage
B) adoption stage
C) acceptance stage
D) climax stage
Q5) The late Roger Ebert,the film critic,was an example of a cultural gatekeeper.
A)True
B)False
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