Consumer Behavior
Exam Solutions
Course Introduction
Consumer Behavior explores the psychological, social, and cultural factors that influence how individuals and groups select, purchase, use, and dispose of goods and services. The course examines decision-making processes, perception, motivation, attitudes, and learning in the context of consumption, as well as the impact of social influences such as family, reference groups, and culture. By analyzing the theories and models of consumer behavior, students gain practical insights to develop effective marketing strategies and understand the evolving expectations of diverse consumer markets.
Recommended Textbook
Contemporary Advertising 13th Edition by William Arens
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Chapter 1: What Is Advertising Today
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Sample Questions
Q1) When Mariel uses a 50-cents-off coupon to purchase spaghetti sauce,she is providing feedback.
A)True
B)False
Answer: True
Q2) What is meant by the term 'advertising medium'? Give examples.
Answer: An advertising medium is any nonpersonal means used to present an ad to its target audience.Examples of advertising mediums include radio advertising,television advertising,newspaper ads,and so on.
Q3) The ad for sunny Florida beaches is designed to make people want to visit Florida.It contains a Web site address and a toll-free number that can be used by people planning a vacation to Florida.This type of advertising is an example of:
A) trade advertising.
B) product advertising.
C) awareness advertising.
D) noncommercial advertising.
E) direct-response advertising.
Answer: E
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3
Chapter 2: The Evolution of Advertising
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Sample Questions
Q1) The postindustrial age has been a period of relative stability.
A)True
B)False
Answer: False
Q2) _____ is a type of marketing used to slow down the demand for certain products,such as energy-consuming goods.
A) Nonmarketing
B) Demarketing
C) Branding
D) Eco-marketing
E) Preservation marketing
Answer: B
Q3) Why did the manufacturers begin using magazines for advertising?
A) Magazines offered the best quality of reproduction.
B) Magazines were less expensive media than newspapers.
C) Magazines were read more often than newspapers.
D) Advertisers were tired of using newspapers to carry their messages.
E) No taxes were imposed on magazine advertising.
Answer: A
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Page 4
Chapter 3: The Economic, Social, and Regulatory Aspects of Advertising
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Sample Questions
Q1) According to the owner of Maryland's largest African-American-owned ad agency,"If you were to come from another planet and watch American television,you would think that all black people did was play basketball and hang out on street corners and do rap music." He is accusing advertising of:
A) making consumers too materialistic.
B) being excessive.
C) manipulating people into buying things they don't need.
D) being deliberately deceptive.
E) perpetuating stereotypes.
Answer: E
Q2) Which of the following is the largest of the U.S.business-monitoring organizations?
A) Office of Consumer Affairs
B) Better Business Bureau
C) Consumer Protection Agency
D) American Association of Consumers
E) U.S. Chamber of Commerce
Answer: B
Q3) What does is mean to be ethical?
Answer: Being ethical means doing what is morally right in a given situation.
Page 5
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Chapter 4: The Scope of Advertising
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Sample Questions
Q1) Until recently,a French cosmetics manufacturer,has used uniform international advertising campaigns that were all controlled by the company's advertising department in France.The company's concern with cost efficiency and continuity in their communications programs indicate that the company used a _____ organization.
A) territorial
B) decentralized
C) transnational
D) matrix
E) centralized
Q2) The _____ is in charge of the nonverbal communication portion of an ad.
A) account executive
B) advertising planner
C) media specialist
D) art director
E) communication specialist
Q3) List the four stages in the agency/client relationship.
Q4) Briefly describe the three most successful tools that agencies use to develop new business.
Q5) What are the two categories of media available to the international advertiser?
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Chapter 5: Marketing and Consumer Behavior
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Sample Questions
Q1) Every Monday,Mary stops at a local florist to purchase fresh-cut flowers for her desk; Mary chooses either lilies or tulips.She considers only these two options when selecting her flowers.For Mary,the two kinds of flowers are a(n):
A) evaluated set.
B) evoked set.
C) brand interest.
D) informational motives.
E) alternative list.
Q2) To establish an evoked set,consumers must:
A) have brand loyalty.
B) establish evaluative criteria.
C) have transformational motive.
D) avoid postpurchase evaluation.
E) experience cognitive dissonance.
Q3) What are the two most important subcategories of business markets?
Q4) What is the major objective of all brand marketing?
Q5) The fact a seven-year-old still believes in Santa Claus is due to selective perception. A)True B)False
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Chapter 6: Market Segmentation and the Marketing Mix
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Sample Questions
Q1) Once a company decides to use indirect rather than direct distribution,it must choose one of the three intensities of distribution.Discuss what each choice means in terms of product availability to final consumers.
Q2) When a manufacturer of orange juice introduced lemonade,it used private labeling. A)True B)False
Q3) List three products for which marketers would be likely to use benefit segmentation.Describe a current promotion that uses benefit segmentation.Be sure to define any terms you use.
Q4) According to the text,market segmentation is a two-step strategic process.The second step is to:
A) conduct advertising research that determines consumers' reactions to various ad campaigns.
B) identify groups of people with certain shared characteristics.
C) locate as many market niches as possible.
D) develop place, time, and possession utility.
E) aggregate groups of people or organizations into larger market segments.
Q5) List the two basic methods of distribution.
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Chapter 7: Research: Gathering Information for Advertising Planning
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Sample Questions
Q1) Which of the following is a good guideline to use for developing an effective questionnaire?
A) No data collected should ever be considered to be irrelevant.
B) Write long, convoluted questions to keep respondents interested.
C) Avoid developing specific research objectives.
D) Put the demographic questions at the end of the questionnaire.
E) Ask leading questions to get the desired results.
Q2) A marketing research firm is testing consumer reaction to odorless charcoal briquettes by asking people in the community to test the briquettes and then following up with a telephone survey to learn how they feel about the product.The firm has found that different samples from the same general population give remarkably different survey results.With certainty,it can be said that the firm's test lacks:
A) reliability.
B) distinctiveness.
C) clarity.
D) standardization.
E) focus.
Q3) What are the problems associated with a poorly designed questionnaire?
Q4) What is another name for ad tracking?
Page 9
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Chapter 8: Marketing and Advertising Planning
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Sample Questions
Q1) List three reasons why it is essential that an organization actively engages in relationship marketing.Be sure to explain why each is essential.
Q2) The "bundle of values" the advertiser presents to the consumer is referred to as the:
A) strategic message.
B) promotional message.
C) creative mix.
D) product mix.
E) product concept.
Q3) _____ is the ratio of perceived benefits to the price of the product in a consumer study.
A) Net worth
B) Contribution margin
C) ROI
D) Retained earning
E) Value
Q4) All products have some position.
A)True
B)False
Q5) List the four levels of marketing communications integration.
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Chapter 9: Planning Media Strategy
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Sample Questions
Q1) _____ measures the intensity of a media schedule.
A) Exposure value
B) Attention value
C) Reach
D) OTS
E) Frequency
Q2) Emotionally-oriented creative messages are best communicated by pulsing the message at irregular intervals.
A)True
B)False
Q3) Assume 5,500 people heard a local radio ad for Razzamatazz hair salon three times during a two-week period and another 6,000 heard it once during the same period.Calculate gross impressions.
Q4) Which of the following factors is NOT known to increase attention value?
A) Audience familiarity with advertiser's campaign.
B) Audience involvement with editorial content or program material.
C) Number of competitive advertisers.
D) The timeliness of advertising exposure.
E) Span of the media plan.
Q5) What are the two ways to express message weight?
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Chapter 10: Creative Strategy and the Creative Process
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Sample Questions
Q1) Fact-based thinkers tend to fragment concepts into components and to analyze situations to discover the one best solution.
A)True
B)False
Q2) When the art director for the new 80 Series LCD Flatiron monitor from LG was asked to create an ad that emphasized how thin the monitor was,he visualized a picture showing how little space the monitor took when stacked on a book shelf.What is the term used to describe this step in the creative process?
A) Message strategizing
B) Monitoring
C) Conceptualization
D) Product positioning
E) Environmental analysis
Q3) The creative pyramid is a model that can help creative teams convert the advertising strategy and the big idea into the actual physical ad or commercial.
A)True
B)False
Q4) The creative brief has several other names.What are they?
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Page 12
Chapter 11: Creative Execution: Art and Copy
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Q1) The ad for L'Oreal RevitaLift cream has a(n)_____ headline that reads,"Dramatically lifts and retightens skin immediately."
A) informative
B) provocative
C) command
D) question
E) benefit
Q2) An ad for Asian Sensations' newest product line of snack foods that encourages its readers to "Thai something new" is using a mnemonic.
A)True
B)False
Q3) The _____ is responsible for assembling the various elements of an ad and mechanically putting them together the way the art director has indicated.
A) the storyboard editor
B) the graphic consultant
C) the graphic designer
D) the copy editor
E) the production artist
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13
Chapter 12: Producing Ads for Print, Electronic, and Digital Media
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Sample Questions
Q1) Burger King used a _____ production technique to spoof nicotine patches.The fast-food restaurant's spot shows two guys trying to outlast each other in a Whopper Craving contest.The goal is to see who can resist the urge to grab the Whopper on a table in front of them.One of the guys cannot take it any longer and shoves the burger into his mouth.The winner pulls up his sleeve and he has a Whopper patch on his arm that has given him enough nourishment to hold out.
A) live action
B) reactive
C) naturalistic
D) portraiture
E) special effects
Q2) Which of the following is NOT one of the major phases of the classic manual print production process?
A) Preproduction
B) Production
C) Prepress
D) Postpress
E) Printing and distribution
Q3) What are the four colors used in the four-color process or CYMK printing?
Page 14
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Chapter 13: Using Print Media
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Sample Questions
Q1) Guaranteed circulation in magazines:
A) equals the delivered circulation.
B) is the number of copies of a magazine sold on newsstands.
C) is the number of copies of a magazine that the publisher expects to circulate.
D) is the maximum number of magazines that will be distributed through all channels.
E) equals the primary circulation plus pass-along readership minus a safety measure of 10 percent.
Q2) When the dark or colored background of an ad extends to the edge of the printed page,it is said to be a(n):
A) page wrap.
B) bleed.
C) enveloped page.
D) overrun.
E) masked page.
Q3) The standard advertising unit system standardized the newspaper column width,page sizes,and ad sizes.
A)True
B)False
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Chapter 14: Using Electronic Media
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Sample Questions
Q1) Spot radio limits national advertisers in their choice of markets,station,airtime,and copy.
A)True
B)False
Q2) Every weekday night,Ryan watches old episodes of the "Law & Order" television show on the USA cable TV channel.Name the term that explains why USA is able to rebroadcast the popular television series?
Q3) List three advantages that are associated with cable television advertising.
Q4) List three disadvantages that are associated with cable television advertising.
Q5) One of the advantages that cable TV advertising offers to advertisers is _____,which means the ads can run anywhere from a minute to an hour as in the case of an infomercial.
A) fragmented dayparts
B) flexibility
C) selectivity
D) unduplicated scheduling
E) extended reach
Q6) List three disadvantages that are associated with broadcast television advertising.
Q7) Briefly describe the group that watches the most broadcast television.
Page 16
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Chapter 15: Using Digital Interactive Media
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Sample Questions
Q1) Describe and differentiate between a distributed network and a centralized network.
Q2) A _____ network is characterized by many different hubs and links,which allow continuous communication even if some of the links stop working.
A) centralized
B) permanent
C) constant
D) distributed
E) decentralized
Q3) DVRs are sometimes also called:
A) kiosks.
B) signage.
C) personal video recorders.
D) voice mails.
E) set-top boxes.
Q4) What are digital video recorders also known as?
Q5) Most Internet advertisers use media buying services to purchase Internet ad space.
A)True
B)False
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Chapter 16: Using Out-Of-Home, Exhibitive, and Supplementary Media
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Sample Questions
Q1) The 30-sheet poster panel is sometimes referred to as the poster extravaganza.
A)True
B)False
Q2) Each year,Yates Exterminating Company gives its customers calendars with the business's address and phone number on the bottom of each page.This calendar is an example of a(n):
A) long-term advertising message.
B) loyalty prize.
C) continuity promotion.
D) advertising specialty.
E) premium.
Q3) How can a global positioning system influence the outdoor advertising buy made by a media buyer?
A) It can be used to verify the value of the billboard location.
B) It can be used to determine whether the advertiser needs to use sales promotions in a particular region.
C) It can be used to increase traffic in front of billboard locations.
D) It can be used to locate sites for unused transit advertising.
E) It can be used to find customers.
Q4) List the ways that packaging benefits marketers.
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Chapter 17: Relationship Building: Direct Marketing, personal
Selling, and Sales Promotion
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Q1) Which of the following statements about the importance of direct marketing to integrated marketing communications is true?
A) People enjoy thinking of themselves as part of a giant database.
B) Direct marketing's growth is closely related to the growth of mass-market audiences.
C) By providing a tangible response, direct marketing offers accountability.
D) Direct marketing's universality prohibits a direct marketing campaign from being kept secret from the competition.
E) Direct marketing campaigns will not be successful if aimed at time-sensitive consumers.
Q2) Overly aggressive sales promotion or advertising can draw competitors into a _____,which leads to reduced sales and profits for everyone.
A) push strategy
B) withdrawal from the market
C) diversification strategy
D) cartel
E) price war
Q3) Who coined the term "direct marketing"?
Q4) List and describe the two direct-sales strategies.
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Chapter 18: Relationship Building
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Q1) What is crisis management? Create an example of crisis management in action that would indicate the steps that might possibly be necessary to handle a "crisis."
Q2) Which of the following statements about publicity is true?
A) Public relations is a subset of publicity.
B) When publicity is run, the media bills the organization for the space or time.
C) Publicity is usually thought of as "free."
D) Publicity need not be newsworthy to be effective.
E) All publicity is good.
Q3) _____ advertising by corporations and industries in the U.S.can be traced to 1908,the year AT&T launched a newspaper ad campaign to educate the public on the virtues of a private monopoly.
A) Advocacy
B) Social
C) Philanthropic
D) Environmental
E) Cause
Q4) Why is there controversy over the showing of video news releases?
Q5) What is press agentry?
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