Consumer Behavior
Exam Materials
Course Introduction
Consumer Behavior explores the psychological, social, and cultural factors that influence individuals and groups when they select, purchase, use, or dispose of products, services, or experiences. The course examines key theories and models of consumer decision-making, perception, motivation, learning, attitudes, and post-purchase behavior. Students will analyze the impact of family, social class, culture, and reference groups on consumption patterns, and investigate how marketing strategies are adapted to meet the changing needs and wants of diverse consumer segments. Through case studies and practical applications, the course equips students with the skills to interpret consumer data and develop effective marketing strategies that anticipate and satisfy evolving consumer preferences.
Recommended Textbook
Advertising and Promotion An Integrated Marketing Communications Perspective 9th Edition by
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Page 2
Chapter 1: Organizing for Advertising and Promotion: the
Role of AD Agencies and Other Marketing Communication Organizations
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Sample Questions
Q1) _____ are drawings that show what the print ad will look like and from which the final artwork will be produced.
A)Creative briefs
B)Copywriters
C)Layouts
D)Designs
E)Logos
Answer: C
Q2) The traditional method of compensating ad agencies is through:
A)a commission system.
B)hourly billings.
C)a fee system.
D)a straight salary method.
E)an objective-and-task compensation system.
Answer: A
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Chapter 2: Perspectives on Consumer Behavior
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Sample Questions
Q1) A product manager for a new brand of laundry detergent must:
A)increase problem recognition for detergent purchases.
B)interrupt consumers' routine choice behavior and get them to consider a new brand.
C)maintain a lower price than competitors.
D)provide detailed information to consumers.
E)create pioneering advertising.
Answer: B
Q2) Nestlé uses the slogan,"Good Food,Good Life" to stress that its products provide everything consumers need-there is no need of looking at any other brands.Nestlé uses:
A)the affect referral decision rule.
B)intermittent stimulation.
C)cognitive input/output.
D)psychosocial consequences.
E)non-qualitative evaluative criteria.
Answer: A
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Chapter 3: The Communication Process
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Sample Questions
Q1) The _____ model is a response model that was developed for setting and measuring advertising objectives.A basic premise of this model is that advertising effects occur over a period of time.
A)AIDA
B)hierarchy of effects
C)innovation-adoption
D)adoption response
E)diffusion rate
Answer: B
Q2) Which of the following response hierarchy models depicts consumers as going through the stages of attention,comprehension,yielding,retention,and behavior?
A)The AIDA model
B)The hierarchy of effects model
C)The innovation adoption model
D)The information processing model
E)The integrated information response model
Answer: D
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Chapter 4: Source, Message, and Channel Factors
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Sample Questions
Q1) The source characteristic of attractiveness encompasses:
A)power,expertise,and recognizability.
B)similarity,likeability,and familiarity.
C)comfort,recognizability,and beauty.
D)beauty,familiarity,and recognizability.
E)expertise,familiarity,and comfort.
Q2) Marketing Evaluations Inc.'s Q rating measures:
A)the popularity of television shows.
B)the size of television viewing audiences that prefer to buy a product solely based on the celebrity who endorsed it.
C)the percentage of people who recognize a celebrity and rate him or her as one of their favorite performers.
D)the percentage of people who see celebrities as trendsetters.
E)the feedback from advertisements.
Q3) Information from ads presented in the broadcast media is:
A)externally paced.
B)self-paced.
C)internally paced.
D)personally paced.
E)qualitative media.
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Chapter 5: Establishing Objectives and Budgeting for the Promotional Program
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Sample Questions
Q1) _____ is an approach to setting advertising goals and objectives which states that communication effects are the logical basis for advertising goals and objectives against which success or failure should be measured.
A)The carryover effect
B)The hierarchy of effects model
C)Zero based communications planning
D)Inside-out communications planning
E)DAGMAR
Q2) A marketing firm decides to purchase media time in an attempt to sell its new product.After purchasing approximately $1 million dollars of time,it has noticed no impact on the sales of the product.However,at $3 million,a substantial increase is shown.This might best be explained by:
A)arbitrary allocation method.
B)the objective and task method.
C)competitive parity method.
D)an S-shaped response function.
E)rapidly diminishing returns.
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Chapter 6: Creative Strategy: Planning and Development
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Sample Questions
Q1) The print ads and the television ads for Maytag appliances were designed to show "The Loneliest Man in the World" was a Maytag repairman.Public appearances by the actor who appeared in the commercials as well as consumer brochures and point-of-purchase displays were also used in this interrelated and coordinated effort called a(n):
A)advertising campaign.
B)copy platform.
C)animatic.
D)campaign illumination.
E)interrelated marketing campaign (IMC).
Q2) The people who develop ads and commercials are known as ____.
A)innovators
B)animatics
C)copy makers
D)creative types
E)illuminators
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Chapter 7: Creative Strategy: Implementation and Evaluation
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Sample Questions
Q1) A print ad for flood insurance lists twenty good reasons why every homeowner should have flood insurance.This is an example of _____ advertising.
A)straight-sell
B)transformational
C)testimonial
D)teaser
E)refutational
Q2) A written version of a television commercial that provides a detailed description of its video and audio content is known as a:
A)layout.
B)jingle.
C)voice-over.
D)script.
E)storyboard.
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Page 9
Chapter 8: Media Planning and Strategy
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Sample Questions
Q1) The concept of _____ is based on the assumption that one exposure to an ad may not be enough to convey the desired method.
A)average frequency
B)average reach
C)effective reach
D)GRPs
E)effective frequency
Q2) Disneyworld advertises itself as a vacation spot throughout the year,but it advertises more heavily during the summer months and during the Christmas season when more people are vacationing.This is an example of _____ scheduling.
A)flighting
B)geographical weighting
C)continuity
D)oscillating
E)pulsing
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Chapter 9: Evaluation of Media: Television and Radio
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Sample Questions
Q1) _____ provides local audience measurement for television.
A)Nielsen Station Index
B)RADAR
C)Arbitron
D)ADI
E)Burke Research
Q2) Under a _____ arrangement,national advertisers can participate in the syndication market with the convenience of a network-type buy while local stations get free programming as well as some advertising time to sell to local or spot advertisers.
A)sponsorship
B)participation
C)barter syndication
D)local syndication
E)national syndication
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Chapter 10: Evaluation of Print Media
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Sample Questions
Q1) The advertising manager for a fashionable,upscale women's clothing line is concerned over an ad agency recommendation to run ads for the brand in People magazine.She thinks the editorial environment of the magazine may not be appropriate to the high fashion and trendy positioning strategy being used for the brand.This reflects concern over which of the following aspect of magazine advertising?
A)Permanence
B)Creative options
C)Prestige of the publication
D)Reproduction quality
E)Costs
Q2) The Top Line is a Canadian publication targeted to high school teens.It offers Canadian advertisers _____ selectivity.
A)demographic
B)psychographic
C)lifestyle
D)affective
E)behavioral
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Page 12
Chapter 11: Support Media
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Sample Questions
Q1) Outdoor advertising would best be suited for a company whose communication objective is to:
A)attain brand awareness.
B)explain a complex product advantage.
C)create attitude change.
D)stimulate product trial for a new type of computer.
E)influence immediate behavior.
Q2) The agreement that Revlon brand cosmetics would pay a fee to have its products prominently featured in twenty episodes of the soap opera,All My Children,is an example of:
A)product placement.
B)specialty advertising.
C)promotional products marketing.
D)free-form marketing.
E)transactional advertising.
Q3) Increase in the number of women in the workforce has led to the increased popularity of transit media.
A)True
B)False
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Page 13
Chapter 12: Direct Marketing
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Sample Questions
Q1) When the University of Miami has volunteers call its alumni and ask them to make contributions to pay for the remodeling of the administration building,it is an example of the combining of direct marketing with:
A)a trade promotion.
B)public relations.
C)advertising.
D)personal selling.
E)consumer promotion.
Q2) A magazine ad for pet health insurance contains both a toll-free number to call and a Web site to visit for more information.This ad is an example of the combining of direct marketing with:
A)a trade promotion.
B)public relations.
C)advertising.
D)personal selling.
E)consumer promotion.
Q3) Both direct marketing and advertising could support one another.
A)True
B)False
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Page 14
Chapter 13: The Internet and Interactive Media
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Sample Questions
Q1) _____ are short featured films in which companies create their own content to advertise their products.
A)Online commercials
B)Video on demand
C)Blogs
D)Webisodes
E)Interstitials
Q2) Regular sponsorship occurs when:
A)the sponsor participates in providing the content.
B)the sponsor approves the content of the site.
C)a company pays to sponsor a section of the site.
D)the sponsor contributes all or part of the content.
E)advertisers pay only when a consumer clicks on their ad or link from a search engine page.
Q3) The most common form of advertising on the Web is:
A)pop-ups.
B)interstitials.
C)banners.
D)links.
E)video sharing.
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Chapter 14: Sales Promotion
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Sample Questions
Q1) Promotional incentives such as coupons or refund offers are often included with a sample to:
A)develop customer loyalty.
B)build customer relationship management.
C)create awareness.
D)encourage repeat purchase.
E)impart information.
Q2) Heinz Foods created a Cinco de Maio celebration for a large supermarket that targets Mexican-Americans,a market that Heinz sees as an area of potential growth.Heinz paid for a mariachi band to serenade shoppers during the day and also set up a food-sampling booth at the store's entry.This would be an example of:
A)incentive marketing.
B)a franchise building promotion.
C)brand equity building.
D)account-specific marketing.
E)horizontal cooperative integration
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Chapter 15: Public Relations, Publicity, and Corporate Advertising
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Sample Questions
Q1) Star News ran a two-minute story on "phishing" scams.The news report featured testimony from Jessica,a phishing victim,and a computer security expert from Trend Micro Software.In no uncertain terms,the report recommended PC-Cilin,a $50 Internet security program from Trend Micro,as "a first line of defense" against phishing scams.However,it was later known that the report was funded by Trend Micro.This news report is an example of:
A)image advertising.
B)advocacy advertising.
C)cause-related advertising.
D)video news release.
E)direct response advertising.
Q2) Mobil Oil ran an ad in which it addressed the potential problem of global warming.The ad encouraged others to take time to truly understand the problem and to not act hastily.This ad is an example of:
A)advocacy advertising.
B)publicity.
C)a sponsorship.
D)public relations advertising.
E)image advertising.
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Chapter 16: Measuring the Effectiveness of the Promotional Program
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Sample Questions
Q1) _____ is a method of testing ads by placing them randomly in certain dummy copies of regularly distributed magazines.
A)Vehicle source testing
B)Burke's reflection test
C)A Flesch test
D)Dummy advertising vehicle testing
E)A contextual test
Q2) The day-after recall test would be the most appropriate measure of effectiveness for:
A)the back outside cover position of the May issue of Fortune.
B)a full-page ad in a trade journal aimed at the supermarket industry.
C)a 30-second commercial promoting NCAA football games on the cable channel ESPN.
D)a transit ad on the back of the envelope that contains airplane tickets.
E)an aerial ad by McDonald's.
Q3) Pretesting of ads is effective in terms of both the actual cost outlay and opportunity costs.
A)True
B)False
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Chapter 17: International Advertising and Promotion
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Sample Questions
Q1) Which of the following statements about making creative decisions for international advertising is true?
A)The creative approach used in a company's primary market usually will transfer well to foreign markets.
B)Creative strategies may have to be different for each market depending on factors such as consumers' usage patterns,cultural backgrounds and lifestyles.
C)Emotional appeals such as humor work well in virtually any country.
D)Sexual appeals work very well in nearly every country.
E)Dramatization ads work well only in United States and Europe.
Q2) When Campbell's introduced its condensed soup in Great Britain it made no changes to the product as we know it in the U.S.The British,however,thought the soup was expensive and in very small cans-they were unaware of the need to add water.When this campaign was developed,Campbell's undoubtedly did not use:
A)a centralized approach to its advertising.
B)local agency for each national market.
C)a public relations agency.
D)creative boutiques.
E)a hierarchical approach to its advertising.
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Page 19
Chapter 18: Regulation of Advertising and Promotion
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Sample Questions
Q1) An advertiser who says that his product is the "best," "greatest," etc.is using ____,which is a(n)______ form of advertising.
A)deception;legal
B)a superlative;illegal
C)puffery;illegal
D)puffery;legal
E)puffery,unethical
Q2) Under the _____ passed in 1991,telemarketers must follow a complex set of rules developed by the Federal Communications Commission.
A)Federal Trade Commission Act
B)Robinson Patman Act
C)FCC Act
D)Trademark Improvements Act
E)Telephone Consumer Protection Act
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Page 20
Chapter 19: Evaluating the Social, Ethical, and Economic Aspects
of Advertising and Promotion
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Q1) Which of the following beliefs takes a positive view of advertising's economic effects?
A)Advertising can create needs
B)Advertising equals market power
C)Economies of scales apply in advertising
D)Advertising creates brand loyalty
E)Advertising equals information
Q2) Advertisers continue to use sexual appeals to advertise products such as beer,cigarettes and cosmetics despite increased criticism from all corners.Which of the following is the most important reason for this?
A)It can help break through the advertising clutter and draw attention to their brands.
B)Sexual appeal has a strong association with these kinds of products.
C)These types of appeals are very acceptable to most people including women.
D)Sexual appeals are popularized by movies and TV shows and has become a necessity.
E)It offers a strong positioning strategy which could result in strong brand recognition and brand association.
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21
Chapter 20: Personal Selling Online
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Sample Questions
Q1) Which type of sales personnel would most likely be handling sales situations involving straight rebuy?
A)Missionary sales representative
B)Order taker
C)Problem solver
D)Creative seller
E)Prospector
Q2) A monopolistic market is most likely associated with the _____ stage in the evolution of selling.
A)procreator
B)prospector
C)persuader
D)problem-solver
E)provider
Q3) Personal selling is typically under the control of the:
A)sales manager.
B)advertising department.
C)promotions department.
D)marketing department.
E)operations manager.
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