Consumer Behavior and Advertising Exam Materials
Course Introduction
Consumer Behavior and Advertising explores the psychological, social, and cultural factors that influence consumer decision-making processes and purchasing habits. The course examines key theories and models of consumer behavior, including motivation, perception, learning, attitude formation, and group dynamics. Students analyze how advertising strategies such as messaging, media selection, and branding are designed to target specific consumer segments and affect behavioral responses. Using real-world examples and case studies, the course also investigates ethical considerations and the impact of digital technologies on advertising effectiveness, equipping students with practical insights for developing persuasive marketing campaigns.
Recommended Textbook
Advertising Promotion and other aspects of Integrated Marketing Communications 10th Edition
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Page 2
Chapter 1: An Overview of Integrated Marketing Communications
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Sample Questions
Q1) The use of marketing communications is not appropriate for nonprofit organizations. A)True
B)False
Answer: False
Q2) Discuss reasons why firms have not practiced integrated marketing communications (IMC)all along and why there is a reluctance to change.
Answer: Organizations traditionally have handled advertising,sales promotions,mobile advertising,social media,and other communication tools as virtually separate practices and organizational units rather than having generalized knowledge and experience across all tools.Furthermore,outside suppliers (such as advertising agencies,public relations agencies,social media firms,and sales promotion agencies)also have tended to specialize in single facets of marketing communications rather than to possess expertise across the board.There has been a reluctance to change from this single-function,specialist model due to managerial parochialism and for fear that change might lead to budget cutbacks in their areas of control,and reductions in their authority,perceived expertise,and power.
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3
Chapter 2: Enhancing Brand Equity and Accountability
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Sample Questions
Q1) Why is it difficult to gain agreement on a suitable system for measuring marcom performance?
A) People are uncooperative.
B) People in other disciplines do not understand marketing and marketing communications
C) Individuals from different backgrounds and with varied organizational interests often see the "world" differently or operate with varying ideas of what best indicates suitable performance.
D) There is so little difference among the measures that it is difficult for individuals outside of marketing to understand them.
E) If it isn't in terms of dollars, others in the organization don't even want to look at it.
Answer: C
Q2) Revenue premium is defined as the revenue difference between a branded item and a corresponding private-labeled brand.
A)True
B)False
Answer: True
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Chapter 3: Brand Adoption, Brand Naming and Intellectual
Property Issues
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Sample Questions
Q1) A variable that does NOT influence the repeater class would be _____.
A) product satisfaction
B) free samples
C) distribution
D) price
E) advertising
Answer: B
Q2) Which of the following determinant of the awareness class,while closely allied,is not a distinctly marcom activity?
A) free samples and coupons
B) trade shows and personal selling
C) distribution
D) advertising
E) social media
Answer: C
Q3) A good brand name will help consumers to identify who your competitors are.
A)True
B)False
Answer: False
Page 5
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Chapter 4: Environmental, Regulatory and Ethical Issues
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Sample Questions
Q1) The NAD and NARB were established to _____.
A) sustain standards of truth and accuracy in national advertising to adults
B) eliminate federal and state regulation of advertising
C) uphold standards of taste and decency in national advertising to adults
D) punish national advertisers that violate standards of taste and decency in their ads
E) punish national advertisers that encourage children to demand products from their parents
Q2) In the past,billboards advertising tobacco and alcohol were disproportionately more likely to appear in _____.
A) Southern states
B) rural areas
C) California
D) inner-city areas
E) suburban areas
Q3) Name and describe three tests marcom professionals can apply to deal with ethical dilemmas.
Q4) A false claim is,by definition,deceptive.
A)True
B)False
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Chapter 5: Segmentation, Targeting, and Positioning
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Q1) If a firm is unable to determine a segment's size or purchasing power,this may indicate that which criteria for segment effectiveness cannot be met?
A) Measurable
B) Substantial
C) Accessible
D) Differential
E) Actionable
Q2) Which of the following is a group into which Generation-Xers have been placed based on their attitudinal profiles?
A) Yup & Comers
B) Bystanders
C) Drifters
D) Playboys
E) All of these are correct.
Q3) In the VALS segmentation scheme,consumer segments are represented along the dimensions of primary motivations and resources.
A)True
B)False
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7
Chapter 6: The Communications Process and Consumer Behavior
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Sample Questions
Q1) Which of the following is the first stage in the consumer processing model?
A) attention
B) decision
C) action
D) exposure
E) comprehension
Q2) The _____ heuristic has consumers establish minimum cutoffs on all pertinent choice criteria.
A) disjunctive
B) lexicographic
C) compensatory
D) conjunctive
E) affect referral
Q3) Noise is the stimuli that interfere with,or interrupt the reception of,the message in its pure and original form.
A)True
B)False
Q4) Discuss the implications associated with consumer miscomprehension.
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Q5) Give three examples of similes,metaphors,and allegories that are used by marketers.Evaluate them.
Chapter 7: The Role of Persuasion in IMC
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Sample Questions
Q1) Which of the following statements reflects the affective attitude component?
A) Oranges are high in vitamin C.
B) I like oranges.
C) Oranges are expensive.
D) Oranges grow in Florida.
E) I often buy oranges.
Q2) Which of the following statements reflects the cognitive attitude component?
A) I like playing tennis.
B) I enjoy outdoor sports.
C) I play tennis three times a week.
D) Playing tennis is a form of exercise.
E) I do not enjoy playing basketball.
Q3) When a person is attracted to a stimulus and continues to pay attention because it holds his or her interest,_____ has occurred.
A) exposure
B) comprehension
C) voluntary attention
D) involuntary attention
E) persuasion
Q4) Explain the significance of the theory of psychological reactance.
Page 9
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Chapter 8: Imc Objective Setting and Budgeting
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Sample Questions
Q1) Although there is no simple resolution to whether the traditional or heretical view is more correct,one thing is certain: companies and their chief executives and financial officers are increasingly demanding greater _____ from marcom programs.
A) creativity
B) product placement
C) consumer response
D) brand awareness
E) accountability
Q2) An expectation from the consumer's perspective is based on solutions consumers have already created or tested.
A)True
B)False
Q3) The percentage of sales method is the advertising budgeting procedure considered to be the most logical.
A)True
B)False
Q4) Explain the hierarchy-of-effects metaphor,and discuss why it is important for marketing communicators to understand it.
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Chapter 9: An Overview of Advertising Management
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Sample Questions
Q1) Describe the advertising management process from the advertiser's perspective.
Q2) Which of the following is a disadvantage of employing the services a full-service advertising agency?
A) lower negotiating leverage with the media
B) less effective advertising
C) loss of control over the advertising function
D) lack of financial stability
E) the need to absorb considerable overhead
Q3) Which of the following is consistent with the advertising = market power approach to advertising's role in the economy?
A) Consumers become more price sensitive and buy best value.
B) Advertising does not change the way consumers value product attributes.
C) Consumers become brand loyal.
D) Consumers can compare competitive offerings easily.
E) Innovation is facilitated via new entrants.
Q4) Identify situations where an advertiser would use in-house advertising operations,full-service advertising agencies,and a la carte arrangements.Your answer should include a discussion of the advantages and disadvantages of each of the three alternatives.
Q5) List and describe the five functions of advertising.
Page 11
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Chapter 10: Effective and Creative Ad Messages
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Sample Questions
Q1) Which of the following is NOT a universal value?
A) stimulation
B) security
C) feminism
D) conformity
E) benevolence
Q2) In the terms of the MECCAS model,an advertisement that proclaims that pleasure and freedom will result from the purchase of a particular brand is using pleasure and freedom as _____.
A) driving forces
B) leverage points
C) message elements
D) consequences
E) fulcrums
Q3) The self-direction value includes concern for personal and family safety and even national security.
A)True
B)False
Q4) Compare and contrast corporate image advertising and corporate issue advertising,and provide an example of each.
Page 12
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Chapter 11: Endorsers and Message Appeals in Advertising
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Sample Questions
Q1) _____ refers to the presentation of stimuli at a rate or level that is below the conscious threshold of awareness.
A) Subconscious
B) Embedded
C) Subliminal
D) Subsurface
E) Accelerated
Q2) Comparative advertising is particularly effective for promoting brands that _____.
A) are new to the market
B) have technological advances included in their features
C) are in the decline stage of the product life cycle
D) have been introduced to the market with sales promotion
E) possess distinct advantages relative to competitive brands
Q3) The tendency to believe or trust someone is called _____.
A) likability
B) expertise
C) power
D) internalization
E) credibility
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Page 13
Chapter 12: Traditional Ad Media
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Sample Questions
Q1) A magazine's media kit provides readership profiles of that magazine's audience.
A)True
B)False
Q2) In the past,which of the following was a problem when purchasing space from newspapers in many cities?
A) Page size and column space varied.
B) Publication dates were difficult to coordinate.
C) Each newspaper required a unique ad.
D) Few newspapers printed in color.
E) Newspapers did not have enough readers to make advertising worthwhile.
Q3) _____ in television occurs when an independent company,such as Buena Vista Television Advertising Sales and Sony Pictures Television,markets a TV show to as many network-affiliated or cable television stations as possible.
A) Unwired network
B) Syndicated programming
C) Independent programming
D) Roadblocking
E) Wired network
Q4) Discuss the strengths and limitations of television advertising.
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Chapter 13: Digital Media: Online, Mobile and App
Advertising
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Q1) Which of the following is a type of standard ad unit (SAU)endorsed by the Internet Advertising Bureau (IAB)for banner ads?
A) medium rectangle
B) wide skyscraper
C) rectangle
D) leaderboard
E) All of these are correct.
Q2) Electronic files,called brownies,can track users' online behavior.
A)True
B)False
Q3) _____ occurs when a competitor or other party clicks on a sponsored link repeatedly in order to foul up advertising effectiveness.
A) Spamming
B) Phishing
C) Click fraud
D) Behavioral targeting
E) Keyword-matching
Q4) Compare and contrast the concepts of individualization and interactivity.
Page 15
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Chapter 14: Social Media
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Q1) Online panel data has long shown the link between online advertising and purchase behavior.
A)True
B)False
Q2) Which of the following types of information can be gleaned from social media sites?
A) consumer feedback
B) product ideas
C) promotion modifications
D) pricing information
E) All of these are correct.
Q3) Which of the following is considered the "Goliath" of social media based on monthly active users and unique visitors every month.
A) Instagram
B) Twitter
C) LinkedIn
D) Facebook
E) Pinterest
Q4) Explain three of the five points of comparison between traditional and social media.
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Page 16
Chapter 15: Direct Marketing, CRM, and Other Media
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Q1) Which of the following is an asset an up-to-date database provides a firm?
A) ability to direct advertising efforts to those people who represent the best prospects for the company's products or services
B) offer varied messages to different groups of customers
C) create long-term relationships with customers
D) enhance advertising productivity
E) All of these are correct.
Q2) The more essential face-to-face contact is,the more appropriate is outbound telemarketing.
A)True
B)False
Q3) Compared to other age groups,_____ year-olds are the most likely to notice brand placements in movies and to consider trying the brands seen in films.
A) 10-to-16
B) 16-to-24
C) 25-to-34
D) 35-to-54
E) 55-to-65
Q4) Explain why data mining is an important activity for marketers.
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Chapter 16: Media Planning and Analysis
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Q1) Explain why (or why not)the three-exposure hypothesis is a valid theory.
Q2) Generally speaking,more prospective customers are reached when a media schedule focuses on a single medium rather than using multiple media.
A)True
B)False
Q3) The specific broadcast programs,such as Game of Thrones, or print choices,such as Popular Science, in which advertisements are placed are referred to as _____.
A) media
B) vehicles
C) channels
D) conduits
E) delivery mechanisms
Q4) Pulsing and flighting advertising schedules are similar in that they both involve similar levels of advertising expenditures throughout the year.
A)True
B)False
Q5) List the steps in the media strategy process,and briefly describe the first two.
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Chapter 17: Measuring Ad Message Effectiveness
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Q1) Nielsen Catalina Solutions (NCS)'s AdVantics on Demand is a major single-source system that measure sales response.Describe its two distinguishing characteristics.
Q2) The Starch Adnorm Index compares an advertisement's scores against other ads in the same product category as well as with the same size and color classifications.
A)True
B)False
Q3) At which stage of development can ad message research be conducted?
A) at the copy development stage
B) at the "rough" stage (e.g., animatics, photomatics)
C) at the final production stage, but prior to placing the ad in the media
D) after the ad has been run in media
E) All of these are correct.
Q4) A weight test means that an identical commercial is transmitted to two groups of households,but the number of times the commercial is aired is varied between the groups during the course of the test period.
A)True
B)False
Q5) List the nine PACT principles.
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Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
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Q1) General Mills periodically offers a deal to the trade that permits retailers to deduct 15 percent from the invoice merely by placing an order during the period which General Mills is "dealing" a brand.This is an example of which type of trade promotion?
A) bill-back allowance
B) slotting allowance
C) stocking allowance
D) off-invoice allowance
E) deductible allowance
Q2) Trade promotions are appropriately timed when they are used strategically to offset competitive promotional activity.
A)True
B)False
Q3) The combined effects of advertising and display interact _____ in regards to a dealt brand's retail sales.
A) negatively
B) positively
C) minimally
D) inelastically
E) elastically
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Chapter 19: Consumer Sales Promotion: Sampling and Couponing
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Q1) Which of the following is a problem with coupons distributed in magazines and newspaper (noninsert)?
A) low redemption rates
B) susceptible to misredemption
C) do not generate much trade interest
D) high redemption rates
E) a, b, and c
Q2) Which conditions and/or restrictions must be met for a consumer to be entitled to the coupon discount?
A) consumer must buy the merchandise specified on the coupon in the size, brand, and quantity directed
B) only one coupon redeemed per item
C) cash may not be given for the coupon
D) coupons must be redeemed before the expiration date
E) All of these are correct.
Q3) Since there are no promotion agencies per se,advertising agencies work with brand managers in formulating promotion strategies and implementing tactical programs.
A)True
B)False
Page 21
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Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
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Q1) Rebates for less than $20 are typically redeemed at the retail checkout.
A)True
B)False
Q2) Contests and sweepstakes are used primarily to enhance a brand's image.
A)True
B)False
Q3) _____ premiums are less expensive because additional packaging is not required.
A) Near-pack
B) Bonus-pack
C) On-pack
D) In-pack
E) Add-on
Q4) _____ are extra quantities of a product that a company gives to consumers at the regular price.
A) Price-offs
B) Premiums
C) Bonus packs
D) Add-ons
E) Rebates
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Q5) Compare and contrast overlay and tie-in promotions and give an example of each.
Chapter 21: Public Relations, Content Marketing, Viral Marketing, and Sponsorships
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Q1) An example of _____ is an automobile manufacturer paying the expenses of a golf tournament.
A) cause related marketing
B) cause-oriented sponsorship
C) event sponsorship
D) public relations shaping programs
E) publicity reinforcement programs
Q2) Marketing communications-especially via advertising media-is critical for getting the information-dissemination ball rolling.Thereafter,it is _____ that drive the flow of information about products,services,and brands.
A) sales promotions
B) social interactions
C) Internet communications
D) public relations
E) personal sales
Q3) Commercial rumors are widely circulated but unverified propositions about a product,brand,company,store,or other commercial target.
A)True
B)False
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Chapter 22: Packaging, Pop Communications, and Signage
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Q1) Which of the following is an advantage specific to digital billboards?
A) low cost
B) nonselectivity
C) frequency of exposure
D) placement
E) the ability to interact with consumers
Q2) John informs a POPAI interviewer that he intends to purchase a box of Kellogg's Raisin Bran,but in fact he does not buy any cereal.This case would be classified in the Consumer Buying Habit Study as a(n)_____.
A) specifically planned purchase
B) generally planned purchase
C) substitute purchase
D) unplanned purchase
E) aborted purchase
Q3) Poster panel billboards can be 8-,16-,or 24-sheet.
A)True
B)False
Q4) Name and describe the VIEW model for evaluating a package and apply it to a real world package that you think could be improved.
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Chapter 23: Personal Selling
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Q1) Which single factor below can explain salesperson performance?
A) tenacity
B) optimism
C) extraversion
D) reliability
E) None of these are correct.
Q2) Jacki presents the prospect with two product versions and asks which one the prospect prefers.Jacki is in the _____ phase of personal selling.
A) qualifying
B) approach
C) preapproach
D) close
E) follow-up
Q3) It is during the qualifying stage of personal selling that the salesperson attempts to gain some type of commitment from the customer to purchase the product.
A)True
B)False
Q4) Explain the contingency model for measuring salesperson performance and effectiveness.
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