Advertising and Promotions Exam Solutions
Course Introduction
This course explores the principles and practices of advertising and promotions within the context of modern marketing. Students will examine the strategic role of advertising in building brand awareness and influencing consumer behavior, as well as the integration of various promotional tools such as sales promotions, public relations, digital marketing, and direct marketing. Emphasis is placed on developing effective advertising campaigns, understanding media planning and selection, analyzing creative concepts, and assessing the impact of advertising and promotional activities across multiple platforms. Through real-world case studies and practical assignments, students will gain the skills necessary to design, implement, and evaluate promotional strategies that align with organizational objectives in a dynamic marketplace.
Recommended Textbook
CB 2nd Canadian Edition by Murray Babin
Available Study Resources on Quizplus 16 Chapters
2117 Verified Questions
2117 Flashcards
Source URL: https://quizplus.com/study-set/285 Page 2
Chapter 1: What Is CB, and Why Should I Care?
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119 Verified Questions
119 Flashcards
Source URL: https://quizplus.com/quiz/4730
Sample Questions
Q1) The final step in the consumption process is satisfaction.
A)True
B)False
Answer: False
Q2) Which of the following represents a pair of common interpretive research orientations?
A) regression and cluster analysis
B) phenomenology and ethnography
C) primary and secondary
D) qualitative and quantitative
Answer: B
Q3) Refer to Restaurant Research Scenario. Which statement provides a criticism of the research approach used by Insight Research?
A) It did not provide useful information to the restaurant.
B) Its results are objective.
C) Its data are researcher dependent.
D) Interpretive research is not an acceptable approach for understanding consumer behaviour.
Answer: C
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Page 3
Chapter 2: Value and the Consumer Behaviour Value Framework
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116 Verified Questions
116 Flashcards
Source URL: https://quizplus.com/quiz/4731
Sample Questions
Q1) Two types of value are primary value and secondary value.
A)True
B)False
Answer: False
Q2) Marketing strategy deals with how the firm will be defined and sets general goals.
A)True
B)False
Answer: False
Q3) Sensitivity represents the degree to which a consumer is sensitive to changes in some product characteristic.
A)True
B)False
Answer: False
Q4) A perceptual map is used to depict graphically the positioning of competing products.
A)True
B)False
Answer: True
Page 4
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Chapter 3: Consumer Learning Starts Here: Perception
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135 Verified Questions
135 Flashcards
Source URL: https://quizplus.com/quiz/4732
Sample Questions
Q1) Monique stopped smoking by listening to tapes of music that had "don't smoke" embedded within. The message was just loud enough for her brain to perceive it but it was not obvious when listening to the music. What is this an example of?
A) selective distortion
B) just noticeable differentiation
C) just meaningful differentiation
D) subliminal persuasion
Answer: D
Q2) Selective distortion is a process by which consumers interpret information in ways that are biased by their previously held beliefs.
A)True
B)False
Answer: True
Q3) Perception refers to a change in behaviour resulting from the interaction between a person and a stimulus.
A)True
B)False
Answer: False
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5
Chapter 4: Comprehension, Memory, and Cognitive Learning
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140 Verified Questions
140 Flashcards
Source URL: https://quizplus.com/quiz/4733
Sample Questions
Q1) The physical characteristics of a message refer to its attributes that are sensed directly.
A)True
B)False
Q2) Which of the following involves the association of active information in short-term memory with other information that is recalled from long-term memory?
A) meaningful encoding
B) chunking
C) cognitive congruity
D) consolidation
Q3) Which term refers to one's beliefs about what will happen in some situation?
A) expectations
B) frames
C) adaptations
D) support arguments
Q4) Priming theory hypothesizes that the way in which information is framed differentially affects risk assessments and any associated consumer decisions.
A)True
B)False
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Chapter 5: Motivation and Emotion: Driving Consumer Behaviour
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131 Verified Questions
131 Flashcards
Source URL: https://quizplus.com/quiz/4734
Sample Questions
Q1) Mood is a transient and general cognitive state.
A)True
B)False
Q2) With respect to measuring emotion, bipolar is a situation wherein if one feels joy he or she can also experience sadness.
A)True
B)False
Q3) Harriet and her daughter have decided to join an axe throwing club just for the fun of it. They like being together and trying things that take them away from their 9-to-5 lifestyles. Which motivation does this illustrate?
A) physiological
B) utilitarian
C) hedonic
D) end-state
Q4) Explain how motivation drives human behaviour and describe the two key groups of behaviours around which human motivations are oriented.
Q5) PAD is an acronym that stands for pleasure-arousal-dominance.
A)True
B)False
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Chapter 6: Personality, Lifestyles, and the Self-Concept
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145 Verified Questions
145 Flashcards
Source URL: https://quizplus.com/quiz/4735
Sample Questions
Q1) The car brand Cadillac appeals to the esteem level needs of upscale car buyers.
A)True
B)False
Q2) What is the term for the positivity of an individual's self-concept?
A) self-perception
B) ideal self
C) self-congruency
D) self-esteem
Q3) With the multiple-trait approach, researchers are interested in trait scores on numerous traits as potential predictors of consumer behaviour.
A)True
B)False
Q4) The VALS group called "Believers" are self-expressive consumers who tend to be young, impulsive, and enthusiastic.
A)True
B)False
Q5) Each individual has a unique personality.
A)True
B)False
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Chapter 7: Attitudes and Attitude Change
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140 Verified Questions
140 Flashcards
Source URL: https://quizplus.com/quiz/4736
Sample Questions
Q1) Which of the following is NOT an attitude change theory?
A) ATO approach
B) schema-based affect approach
C) balance theory approach
D) congruency theory approach
Q2) Using the elaboration likelihood model (ELM), explain how advertisements that do not include explicit product attribute information can influence consumers.
Q3) Attitude-behaviour consistency refers to the extent to which a strong relationship exists between attitudes and actual behaviour.
A)True
B)False
Q4) Initial judgment theory proposes that consumers compare incoming information to their existing attitudes about a particular object or issue and that attitude change depends upon how consistent the information is with the initial attitude.
A)True
B)False
Q5) Explain social judgment theory and its implications for influencing consumers' attitudes.
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Page 9
Chapter 8: Consumer Culture
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118 Verified Questions
118 Flashcards
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Sample Questions
Q1) Responsibility as a CSV means the extent to which people are expected to take care of themselves and their immediate family.
A)True
B)False
Q2) Which phenomenon associated with long-term orientation is the idea that when someone does a good deed for you, you are expected to return that good deed?
A) reciprocity
B) renquing
C) guanxi
D) tai chi
Q3) Numerical equivalence refers to the state in which consumers are shown to use numbers to represent quantities the same way across cultures.
A)True
B)False
Q4) Consumer culture is commonly held societal beliefs that define what is socially gratifying.
A)True
B)False
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Chapter 9: Microcultures
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127 Verified Questions
127 Flashcards
Source URL: https://quizplus.com/quiz/4738
Sample Questions
Q1) Which generation was born between 1965 and 1979?
A) Baby Boomers
B) Generation X
C) Generation Y
D) Millennials
Q2) Generation X was born between 1965 and 1979 and has been referred to as the "Baby Bust" generation.
A)True
B)False
Q3) Which term refers to consumers who are marked in some way that indicates their place in society?
A) stigmatization
B) identification
C) assimilation
D) stratification
Q4) It is estimated that by 2020, China's "one child" policy will result in approximately 30 million more women than men.
A)True
B)False
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Chapter 10: Group and Interpersonal Influence
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154 Verified Questions
154 Flashcards
Source URL: https://quizplus.com/quiz/4739
Sample Questions
Q1) An aspirational group is a group in which a consumer desires to become a member.
A)True
B)False
Q2) Define the concept of word-of-mouth (WOM) and give an example of each of the two types of WOM influences.
Q3) Derrick does not want to be part of the environmentalist movement and wants nothing to do with the groups associated with it. To Derrick, what are environmental groups like the Sierra Club?
A) formal group
B) aspirational group
C) dissociative group
D) alien group
Q4) Culture plays an important role in how separated or connected consumers feel.
A)True
B)False
Q5) What are the two types of word-of-mouth influences?
A) primary and secondary
B) natural and intentional
C) social and non-social
D) organic and amplified
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Chapter 11: Consumers in Situations
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126 Verified Questions
126 Flashcards
Source URL: https://quizplus.com/quiz/4740
Sample Questions
Q1) Advertisers love to feature their advertisements during the 8pm to 10 pm prime time viewing hours. This is the time when most people watch television and will be most receptive to their ads. Which term refers to the practice of running advertisements primarily at times when customers will be most receptive to the messages?
A) advertiming
B) flighting
C) recency
D) circadian cycle
Q2) Impulsive consumer acts are characterized by situational memory, utilitarian orientation, and spontaneity.
A)True
B)False
Q3) Compared to compulsive consumer behaviour, impulsive consumer behaviour seems to be uncontrollable.
A)True
B)False
Q4) A consumer's buying power means his or her annual income.
A)True
B)False
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Chapter 12: Decision Making I: Need Recognition and Search
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127 Verified Questions
127 Flashcards
Source URL: https://quizplus.com/quiz/4741
Sample Questions
Q1) A consumer's consideration set includes the set of brands or alternatives to which a consumer is aware.
A)True
B)False
Q2) The activities found in the decision-making process are referred to as steps because consumers proceed through the activities in sequential fashion and always complete the process.
A)True
B)False
Q3) Retailers use the "brand-lift index" to measure the incremental sales that occur when a product is on display.
A)True
B)False
Q4) Frank only knows about five brands of cellphones. What does this set of brands represent for Frank?
A) consideration set
B) inert set
C) awareness set
D) likely set
Page 14
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Chapter 13: Decision Making II: Alternative Evaluation and Choice
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122 Verified Questions
122 Flashcards
Source URL: https://quizplus.com/quiz/4742
Sample Questions
Q1) Joseph A. Bank, a men's clothing store, has recently started advertising weekly sales such as "three suits for the price of one," or "get 30% off your first item, 50% off the second, and 70% off the third." This type of advertising might result in consumers thinking the quality is not very good in order to offer such deep discounts. How are the advertising and promotion being used?
A) as a signal
B) as a cue
C) as a determinant attribute
D) as an underlying attribute
Q2) A feature is a performance characteristic of an object.
A)True
B)False
Q3) Perceptual attributes are not easily recognized.
A)True
B)False
Q4) When absolute rules are used, strict guidelines are set prior to selection, and any option that does not meet the specifications is eliminated from consideration.
A)True
B)False
15
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Chapter 14: Consumption to Satisfaction
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122 Verified Questions
122 Flashcards
Source URL: https://quizplus.com/quiz/4743
Sample Questions
Q1) Consumer satisfaction is a postconsumption phenomenon because it is a reaction to an outcome.
A)True
B)False
Q2) Compare and contrast durable and non-durable goods and give three examples of each.
Q3) Which of the following can be thought of as the overall goodness or badness of a service provided?
A) confirmation
B) disconfirmation
C) service quality
D) servicscapes
Q4) Which type of expectations form about what a consumer thinks will actually occur during an experience?
A) predictive
B) normative
C) ideal
D) realistic
Q5) What is consumer satisfaction and how does it differ from other important consumer behaviour concepts?
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Chapter 15: Consumer Relationships
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120 Verified Questions
120 Flashcards
Source URL: https://quizplus.com/quiz/4744
Sample Questions
Q1) Which of the following means consumers pass on negative information about a company from one person to another?
A) complaining behaviour
B) negative word-of-mouth
C) rancorous revenge
D) buzz marketing
Q2) Which of the following is an example of a postconsumption affective reaction?
A) complaining
B) skepticism
C) switching
D) loyalty
Q3) Customer share is affective, and commitment is a behavioural component of loyalty.
A)True
B)False
Q4) In which situation could a business be most vulnerable to consumers switching?
A) high competitive intensity and low switching costs
B) high competitive intensity and high switching costs
C) low competitive intensity and high switching costs
D) satisfied customers and low switching costs
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Chapter 16: Marketing Ethics and Consumer Misbehaviour
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175 Verified Questions
175 Flashcards
Source URL: https://quizplus.com/quiz/4745
Sample Questions
Q1) Myrna hates big business. She thinks it feeds consumers' hedonistic desires, pollutes the earth, and makes excessive profits. At the G20 Summit in Toronto she threw rocks through several retailers' windows in an upscale retail neighbourhood in the middle of the night. She did this as a form of revenge against big companies. Which motivation of misbehaviour best describes Myrna's behaviour?
A) unfulfilled aspirations
B) thrill-seeking
C) pathological socialization
D) opportunism
Q2) Using the "every-penny-counts" technique, salespeople attempt to lead customers into believing that they are working as hard as possible to give them the best deal.
A)True
B)False
Q3) One important issue regarding marketing to children is the sheer quantity of marketing messages to which children are exposed.
A)True
B)False
Q4) Describe consumer misbehaviour and discuss how it affects the exchange process.
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