Advertising and Promotion
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Course Introduction
This course explores the fundamental concepts and practices of advertising and promotion within the context of modern marketing. It covers the development, planning, and implementation of advertising campaigns, integrating both traditional media and digital channels. Students will learn the principles of persuasive communication, branding strategies, consumer behavior, and the regulatory and ethical considerations in advertising. The course also examines promotional tools such as sales promotions, public relations, and direct marketing, emphasizing how they work together to support a cohesive promotional strategy aligned with organizational objectives.
Recommended Textbook
CB 8th Edition by Babin
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16 Chapters
1600 Verified Questions
1600 Flashcards
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Chapter 1: What is CB and Why Should I Care?
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Sample Questions
Q1) Which of the following situations illustrates a touchpoint?
A) A consumer placing an order over the telephone
B) A consumer asking a passerby for directions at an amusement park
C) A consumer engaging in word-of-mouth marketing
D) A consumer watching a television commercial
Answer: A
Q2) Briefly discuss relationship marketing and its significance. Answer: Answers will vary. Relationship marketing means the firm's marketing activities aim to increase repeat business as a route to strong firm performance. Relationship marketing recognizes that customer desires are recurring and that a single purchase act may be only one touchpoint in an ongoing series of interactions with a customer. Marketers are increasingly realizing the value of relationship marketing. Wait staff sometimes provide business cards to customers. These customers can use the card to ask for this waiter again on the next visit or to recommend the restaurant and server to a friend. Notice that with relationship marketing, the firm and its employees are very motivated to provide an outstanding overall experience. A relationship marketing orientation create exchange environments where firms truly treat customers as "king."
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Page 3
Chapter 2: Value and the Consumer Behavior Framework
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Sample Questions
Q1) Amanda and Steve wanted to open a convenience store. After conducting some research, they decided to open the store near one of the residential areas of the town that did not have any other convenience store. The people residing in the nearby residential area welcomed the idea of a store close by, and the venture was a success. Which of the following strategies did Amanda and Steve implement to start their business?
A) The blue ocean strategy
B) The cannibalization strategy
C) The acquisition strategy
D) The penetration strategy
Answer: A
Q2) A basic Customer Relationship Management (CRM) premise is that customers form relationships with companies as opposed to companies conducting individual transactions with customers.
A)True
B)False
Answer: True
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Page 4
Chapter 3: Consumer Learning Starts Here: Perception
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Sample Questions
Q1) Mark tried to recall the answer to a question in his economics exam but was unable to do so. This is because the answer to that particular question had failed to register in his implicit memory.
A)True
B)False Answer: False
Q2) Every day on his drive to work, Hank passes by many billboards, and many advertisements play on the radio in his car. However, he only sees and hears a few of them. This is an example of selective distortion.
A)True
B)False Answer: False
Q3) Both intentional and unintentional learning allow consumers to acquire knowledge about marketing-related information.
A)True
B)False Answer: True
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Chapter 4: Comprehension, Memory, and Cognitive Learning
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Sample Questions
Q1) Alice, a five-year-old, used to cry and protest whenever her mother took her to the dentist for dental checkups. However, after a few visits, Alice stopped crying, even though she still does not like going to the dentist. This change in Alice's response to dental visits is an example of _____.
A) anticipation
B) habituation
C) rumination
D) expectation
Q2) Todd's parents are going to visit him, and he wants to take them out for dinner to an upscale restaurant. He is not sure about which restaurant to visit, so he asks his boss, who often patronizes upscale restaurants, for suggestions. Which source characteristic of his boss did Todd most likely consider when he asked for a suggestion?
A) Likeability
B) Competence
C) Trustworthiness
D) Expertise
Q3) What is message congruity, and how does it affect the comprehension of a marketing message?
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Chapter 5: Motivation and Emotion: Driving Consumer Behavior
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Sample Questions
Q1) Explain the cognitive appraisal theory and its significance for marketers.
Q2) Megan and her friends are in a mall for Christmas shopping. Megan is not in a good mood as she had an argument with her sister in the morning. As they enter a store, they are greeted by an employee dressed as Santa Claus. There is a general feeling of excitement and festivity among her friends and other shoppers in the store. After a while, Megan realizes that she is not upset any more. In fact, she becomes excited about shopping and even finds a lovely scarf for her sister. In the given scenario, Megan's changing mood is an example of _____.
A) self-actualization
B) mood-congruent recall
C) emotional labor
D) emotional contagion
Q3) Briefly explain regulatory focus theory.
Q4) Utilitarian motivation bears much in common with:
A) a promotion focus.
B) the idea of self-improvement.
C) the idea of maintaining behavior.
D) the idea of experiencing something personally gratifying.
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Q5) Describe the two key groups of behavior around which human motivations are oriented.
Chapter 6: Personality, Lifestyles, and the Self-Concept
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Sample Questions
Q1) Naira is a consumer research and market analyst. She prepares questionnaires that are designed to identify a consumer's distinguishable characteristics. These characteristics are analyzed to find out how they motivate a consumer to act in particular ways. The results of these analyses help various companies understand their target markets better. Which of the following personality research approaches has Naira implemented in the given scenario?
A) The trait approach
B) The motivational approach
C) The psychoanalytic approach
D) The hierarchical approach
Q2) Consumers use products as symbols to convey their self-concepts to others.
A)True
B)False
Q3) PRIZM (Potential Rating Index by ZIP Market) combines demographic and behavioral information in a manner that enables marketers to better understand and target their customers.
A)True
B)False
Q4) Define brand personality and explain its significance.
Q5) Define personality and describe the distinct qualities exhibited by personality.
Page 8
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Chapter 7: Attitudes and Attitude Change
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Sample Questions
Q1) Which of the following is true of message construction?
A) Directly comparing one brand against specific competitors can be effective, especially when the brand being promoted is not already the market leader.
B) Advertisements that allow consumers to arrive at their own conclusions tend to be more persuasive when the audience has a low level of involvement with the product.
C) If marketers are attempting to reach a highly involved audience, important information should be placed later in the message.
D) Consumers with low involvement are more motivated to attend to a larger number of arguments than are highly involved consumers.
Q2) The value-expressive function of attitudes:
A) allows consumers to simplify their decision-making processes.
B) enables consumers to convey their values, self-concept, and beliefs to others.
C) enables consumers to avoid facts or defend themselves from threatening information.
D) allows consumers to develop positive attitudes toward products that enhance their self-image.
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Chapter 8: Group and Interpersonal Influence
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Sample Questions
Q1) _____ refers to ways in which a cluster of members have an impact on the attitudes, opinions, and behaviors of others within that cluster.
A) Group influence
B) Socialization
C) Cognitive interference
D) Conformity
Q2) Janice wants to throw a big party to celebrate her 21st birthday. As her sister Melanie is a professional event planner, she asks Melanie to do all the arrangements for the party. Which of the following types of social power does Janice's sister exercise over her?
A) Referent power
B) Expert power
C) Coercive power
D) Reward power
Q3) Name and describe the five important roles in the household purchase process.
Q4) In the context of household purchase roles, the early adopter is the person who actually uses the product under consideration.
A)True
B)False
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Chapter 9: Consumer Culture
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Sample Questions
Q1) Wei lives in Beijing where most consumers value thriftiness and perseverance and relationships are gradually established with the intention of making them last for a lifetime. This is an example of a culture high in _____.
A) femininity
B) masculinity
C) power distance
D) long-term orientation
Q2) In the context of nonverbal communication, illustrate how indication of agreement differs from culture to culture.
Q3) The process of learning by imitating others' behavior is known as _____.
A) shaping
B) modeling
C) reinforcing
D) diffusing
Q4) A consumer with a strong ethnic identification is most likely to quickly adopt products from a different culture.
A)True
B)False
Q5) Briefly discuss the importance of body language in nonverbal communication.
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Chapter 10: Microcultures
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Sample Questions
Q1) When a consumer faces a situation involving conflicting expectations based on cultural expectations, he is experiencing _____.
A) stigmatization
B) divergence
C) role conflict
D) cognitive structuring
Q2) Discuss the importance of religious microcultures in the United States. Briefly state the differences among U.S. Christians and the influences of each on religious microcultures of the United States.
Q3) Income is a recognizable determinant of social class.
A)True
B)False
Q4) Traditional advertisements for cookware have always focused on appealing to women consumers. Such advertisements make use of consumer differences arising out of microcultures based on different _____.
A) generations
B) ethnicities
C) gender sanctions
D) sex roles
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Chapter 11: Consumers in Situations
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Sample Questions
Q1) In the context of consumer behavior, which of the following is true of situational influences?
A) They directly affect consumer decision making.
B) They are dependent on product characteristics.
C) They do not directly represent the context in which the concerned act takes place.
D) They do not affect the eventual product value experienced by a consumer.
Q2) Which of the following types of shopping is characterized by activities oriented toward acquiring knowledge about products?
A) Epistemic shopping
B) Acquisitional shopping
C) Experiential shopping
D) Impulsive shopping
Q3) Consumers experiencing time pressure are more likely to rely on simple choice heuristics than are those in less-tense situations.
A)True
B)False
Q4) Explain the concept of advertiming and growth hacking.
Q5) How does time pressure affect consumer behavior?
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Chapter 12: Decision Making I: Need Recognition and Search
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Sample Questions
Q1) Consumers who are more sensitive to the positive role of price tend to desire things with low prices.
A)True
B)False
Q2) Briefly describe five types of perceived risk that consumers face while making a buying decision.
Q3) Dave has been invited to dinner by his friend. On his way to the dinner, he decides to buy a bottle of wine for his host. As he does not know much about wines, he chooses the brand that he had in the past. Which of the following decision-making approaches best describes Dave's choice of wine?
A) Limited decision making
B) Extended decision making
C) Routine decision making
D) Habitual decision making
Q4) Briefly discuss the rational decision-making perspective.
Q5) Consumers who perform ongoing searches are usually highly involved with the product category and seek information simply for enjoyment.
A)True
B)False
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Chapter 13: Decision Making II: Alternative Evaluation and Choice
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Sample Questions
Q1) In the context of the evaluation of alternatives, consumers can be relied upon to know the criteria that truly are determinant.
A)True
B)False
Q2) Jacob went to the grocery store to buy breakfast cereal. He picked up a few cereal boxes to look up their ingredients. However, after going through a few boxes, he gave up and picked two different cereal boxes at random. He did not think that collecting information about his options was worth his time. Jacob's decision is an example of
A) an affect-based decision
B) an attribute-based decision
C) bounded rationality
D) instrumental rationality
Q3) The perceptual attributes of a product cannot be evaluated prior to actual purchase.
A)True
B)False
Q4) Explain the difference between hedonic criteria and utilitarian criteria.
Q6) How does quality perception of consumers affect marketing? Page 15
Q5) Explain the concept of product categorization by consumers?
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Page 16
Chapter 14: Consumption to Satisfaction
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Q1) The locus element of the attribution theory involves judgments of whether the outcome was controllable or not.
A)True
B)False
Q2) Services and experiences are usually classified as _____ by default.
A) durable
B) nondurable
C) permanent
D) constant
Q3) Dina requests a new landline telephone connection. However, on the day the connection was to be set up, torrential rains damage the telephone lines. Dina got the telephone connection after several weeks. She understands that the delay was not the fault of the telephone company. Which of the following elements in the attribution theory corresponds best with Dina's realization?
A) Locus
B) Bias
C) Stability
D) Control
Q4) What is service quality? How is it measured?
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Chapter 15: Beyond Consumer Relationships
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Sample Questions
Q1) Café da Manhã, a small café, enjoys business from many loyal customers. When there is news of another café opening in the next block, the management of the café decides to take action to preempt the competition. Which of the following actions by the management of Café da Manhã is most likely to ensure that its customers keep coming back to the café?
A) Completely revamping its menu
B) Introducing a loyalty card program
C) Focusing solely on gratifying the needs of its customers
D) Reducing the price of its most popular items
Q2) Complaining behavior occurs when a consumer actively seeks out someone to spread negative word-of-mouth.
A)True
B)False
Q3) Switching costs are the costs associated with changing from one choice to another.
A)True
B)False
Q4) Procedural switching costs involve money and emotional consequences.
A)True
B)False
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Chapter 16: Consumer and Marketing Misbehavior
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Sample Questions
Q1) In the context of products liability, with negligence, consumers can win a legal action against a firm if they can demonstrate that an injury occurred because of a faulty product whether or not the firm foresaw the impending effect of the fault.
A)True
B)False
Q2) Deontological evaluations focus on the consequences of behaviors and the individual's assessment of those consequences.
A)True
B)False
Q3) What is the regulation imposed by the Children's Online Privacy Protection Act?
Q4) An automobile manufacturing company introduced a new version of an electric car.
The car is not only fuel efficient but also a pleasure to drive. It won the International Engine of the Year Award for the best fuel economy in the green engine category. Given the car's features, it can be classified as a _____.
A) salutary product
B) nondurable product
C) pleasing product
D) desirable product
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