Consumer Behavior
Exam Solutions
Course Introduction
Consumer Behavior explores the processes and factors that influence how individuals and groups select, purchase, use, and dispose of products, services, and ideas. This course covers key psychological, social, cultural, and economic drivers of decision-making and examines how marketers use consumer insights to develop effective marketing strategies. Topics include perception, motivation, learning, attitude formation, personality, group dynamics, and the impact of digital technologies on buying behavior. Through case studies and practical applications, students will gain a deeper understanding of consumer actions and learn how to analyze and predict purchasing trends for business success.
Recommended Textbook
Advertising and Promotion
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22 Chapters
2768 Verified Questions
2768 Flashcards
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Page 2
Chapter 1: An Introduction to Integrated Marketing Communications
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Sample Questions
Q1) The central theme of the concept of _____ is that all of an organization's promotional elements and marketing activities reach out consistently and in a unified manner with its customers.
A)the marketing mix
B)exchange
C)integrated marketing communications
D)the promotional mix
E)cumulative prospect theory
Answer: C
Q2) The best-known and most widely discussed form of promotion is
A)personal selling.
B)sales promotion.
C)direct marketing.
D)advertising.
E)publicity/public relations.
Answer: D
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Chapter 2: The Role of IMC in the Marketing Process
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Sample Questions
Q1) John & Bauer Inc., manufacturers of health drugs, are the manufacturers of a painkiller called JB Revive.The painkiller is unique as it contains calcium, and it is quite unlike any other painkiller in the market.The addition of calcium led to an increase in sales of the medicine as well.In this scenario, the addition of calcium gives the company a
A)market engagement.
B)cross-merchandising opportunity.
C)competitive advantage.
D)marketing assimilation.
E)competitive index.
Answer: C
Q2) Motor Corp., an automobile manufacturer, launched an ad campaign that stated, "We are yet to reach the industry leader's position, so we try harder." In this scenario, the company is positioning itself based on A)price/quality.
B)use or application.
C)competition.
D)product class.
E)distribution intensity.
Answer: C
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Page 4
Chapter 3: Organizing for Advertising and Promotion: The
Role of Ad Agencies and Other Marketing
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Sample Questions
Q1) In a decentralized system, individuals who oversee management of the entire product category and focus on the strategic role of the various brands in order to build profits and market share are known as
A)category managers.
B)art directors.
C)account executives.
D)account supervisors.
E)media planners.
Answer: A
Q2) One of the more widely used collateral service organizations is the marketing research firm.
A)True
B)False
Answer: True
Q3) A typical direct-marketing agency does not include a creative department.
A)True
B)False
Answer: False
Page 5
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Chapter 4: Perspectives on Consumer Behavior
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Sample Questions
Q1) When Mariah Carey paired her new perfume with the looks and sweetness of lollipops, it was an application of the principles of A)repetition.
B)dissociative behavior.
C)classical conditioning.
D)cognitive learning.
E)operant conditioning.
Q2) In-depth interviews involve a structured questionnaire that includes numerous yes-or-no questions.
A)True
B)False
Q3) Which of the following is true of perception?
A)Perception is an external process.
B)Perception involves only one process-sensation.
C)Perception is an individual process.
D)Perception is independent of internal psychological factors.
E)The perceptual process is unaffected by the characteristics of a stimulus like its size and color.
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Page 6
Chapter 5: The Communication Process
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Sample Questions
Q1) The fact that marketing and advertising people have backgrounds and interests that are often quite different from consumers who comprise mass markets for many products and services makes it difficult to establish
A)an encoding process.
B)conditioned perceptions.
C)response hierarchies.
D)a common ground.
E)fields of experience.
Q2) According to the standard learning model, through which of the following response sequences does a consumer pass?
A)learn \(\rarr\) feel \(\rarr\) do
B)learn \(\rarr\) do \(\rarr\) feel
C)feel \(\rarr\) learn \(\rarr\) do
D)do \(\rarr\) feel \(\rarr\)learn
E)do \(\rarr\) learn \(\rarr\) feel
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7
Chapter 6: Source, Message, and Channel Factors
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Sample Questions
Q1) Sometimes advertisers design ads in which the visual portion is incongruent with or contradicts the verbal information presented because they think the use of an unexpected visual image will grab consumers' attention and get them to engage in more effortful or elaborative processing.
A)True
B)False
Q2) In its ads, Xenon, an antibacterial mouthwash, claims to effectively kill germs but admits to possessing a bittersweet taste.This is an example of a
A)one-sided message.
B)two-sided message.
C)confrontational appeal.
D)conclusive message.
E)slice-of-life commercial.
Q3) Source credibility leads to identification.
A)True B)False
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8
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
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Sample Questions
Q1) DAGMAR is favored by those who argue that the only relevant measure of advertising objectives is sales.
A)True B)False
Q2) An objective is said to be measurable if it specifies a method and criteria for determining how well a program is working.
A)True B)False
Q3) Which of the following is considered a major criticism of the DAGMAR approach?
A)its belief that the only relevant measure of advertising objectives is sales
B)its focus on using sales-based objectives rather than communications-based objectives
C)its inability to define what constitutes a good advertising objective
D)its reliance on the hierarchy of effects model
E)its lack of concern with the quantitative assessment of the impact on awareness
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Page 9
Chapter 8: Creative Strategy: Planning and Development
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Sample Questions
Q1) Viewer reaction profiles are usually used in the incubation stage of the creative process.
A)True
B)False
Q2) _____ is a process that involves conducting research and gathering all relevant information about a client's product or service, brand, and consumers in the target audience.
A)Media planning
B)Copywriting
C)Account planning
D)Storyboarding
E)Production scheduling
Q3) According to Robert Smith, the two ways in which relevance can be achieved are
A)ad-to-brand relevance and brand-to-ad relevance.
B)ad-to-producer relevance and brand-to producer relevance.
C)ad-to-producer relevance and brand-to-consumer relevance.
D)ad-to-consumer relevance and brand-to-producer relevance.
E)ad-to-consumer relevance and brand-to-consumer relevance.
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Page 10
Chapter 9: Creative Strategy: Implementation and Evaluation
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Sample Questions
Q1) An ad for Calloway Resorts stresses the different recreational activities available to visitors.It also explains the various facilities that guests can use while staying at the resort.This is an example of a(n) _____ appeal.
A)news
B)favorable price
C)feature
D)popularity
E)emotional
Q2) An ad for Sylio, a prescription medicine for people with scoliosis, uses a visual representation of the drug's action and effect on the human body.The ad states that the drug is made with natural active ingredients, and that side effects, if any, are all minor and short term.The ad is an example of a(n)
A)primacy appeal.
B)recency appeal.
C)emotional appeal.
D)rational appeal.
E)fear appeal.
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11
Chapter 10: Media Planning and Strategy
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Sample Questions
Q1) Which of the following is an advantage associated with newspaper advertising?
A)longer life
B)short lead time for placing ads
C)high reproduction quality
D)wide reader exposure
E)lack of clutter
Q2) The survey of buying power index is conducted for every major metropolitan market in the United States.
A)True
B)False
Q3) Computation of cost breakdowns on the basis of cost per thousand people reached is typically seen in the _____ industry.
A)interactive media
B)radio
C)magazine
D)television
E)newspaper
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Chapter 11: Evaluation of Media: Television and Radio
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128 Verified Questions
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Sample Questions
Q1) Assume the television show Master Quiz had an average national program rating of 18 during the 2017 season.This means that
A)an average of 18 million households watched Master Quiz.
B)18 percent of the households watching television were tuned to Master Quiz.
C)an average of 18 percent of the television households in the country were tuned to Master Quiz.
D)an average of 18 million households watched Master Quiz for at least five minutes every time the program was aired.
E)18 percent of the households in the United States watched the entire program.
Q2) _____ are shows that are sold or distributed on a station-by-station, market-by-market basis.
A)Interconnects
B)Adjacencies
C)Affiliate programs
D)Participation programs
E)Syndicated programs
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13
Chapter 12: Evaluation of Media: Magazines and Newspapers
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Sample Questions
Q1) _____ are often referred to as high-involvement media because they generally require some attention and effort on the part of the consumer to process the information that they provide.
A)Newspapers and magazines
B)Newspapers and television
C)Magazines and radio
D)Radio and television
E)Radio and newspapers
Q2) Newspapers and magazines are often referred to as high-involvement media because
A)they have a high impact on the overall integrated marketing communication program.
B)they attract high advertising revenues to support their operations.
C)they are the primary sources of entertainment apart from news and information.
D)they require consumers to expend some effort to process the information they provide.
E)it is easy to monetize online editions of newspapers and magazines.
Q3) Magazines are the most selective of all media except direct mail.
A)True
B)False
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Chapter 13: Support Media
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Sample Questions
Q1) Which of the following is a disadvantage associated with branded entertainment?
A)high absolute cost
B)low exposure number
C)poor recall
D)ineffective reach
E)weakened brand image
Q2) Support media can be broadly categorized into
A)outdoor media and transit media.
B)nontraditional media and below-the-line support media.
C)outdoor media and in-store media.
D)traditional support media and nontraditional support media.
E)aerial media and ambient media.
Q3) Yellow Pages advertising is referred to as a directional medium.This means that Yellow Pages ads
A)direct buyers to where a product can be purchased.
B)direct buyers to other ads in the IMC program.
C)direct consumers through the response hierarchy.
D)are used to geographically segment buyers.
E)are a form of direct-response advertising.
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Page 15
Chapter 14: Direct Marketing
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Sample Questions
Q1) Which of the following statements is true of the use of catalogs in the direct-marketing industry?
A)One of the disadvantages of catalogs is that they can be used only in the form of traditional hard copies; they cannot be used in conjunction with the Internet.
B)The number of catalogs mailed and the number of traditional catalog shoppers has increased in the recent years.
C)The emotional appeal of a traditional catalog exceeds that of online catalogs, and ultimately is one of the best ways to drive consumers online.
D)Catalogs are ineffective due to their limited segmentation characteristics.
E)Catalogs are designed for stimulating an immediate purchase behavior in customers; however, they are ineffective in attracting publicity.
Q2) By running the same ad on different stations, a direct marketer can determine the relative effectiveness of a medium itself.
A)True
B)False
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16
Chapter 15: The Internet: Digital and Social Media
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Sample Questions
Q1) When using the Internet as a medium, traditional marketers have experienced difficulties in
A)creating awareness.
B)generating interest.
C)disseminating information.
D)creating brand images.
E)creating strong brands.
Q2) _____ is an Internet advertising strategy that is based on advertisers' targeting consumers by tracking their website surfing patterns, such as which websites they have visited and/or searches they have made.
A)Search engine optimization
B)Linking
C)Rich media marketing
D)Behavioral targeting
E)Contextual targeting
Q3) Online commercials are significantly different from traditional television commercials.
A)True
B)False
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Chapter 16: Sales Promotion
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Sample Questions
Q1) Another term used for push money that is given to retailers' or wholesalers' sales staff to encourage them in promoting and selling a company's product is
A)a fixed trade spending.
B)a rebate.
C)a spiff.
D)an off-invoice allowance.
E)a slotting fee.
Q2) Advertising implemented by retailers and paid for, at least in part, by a manufacturer is called
A)joint sales promotions.
B)horizontal cooperative advertising.
C)vertical cooperative advertising.
D)ingredient-sponsored cooperative advertising.
E)reseller advertising.
Q3) A major reason for the increase in spending on sales promotion is that the promotion industry has matured over the past several decades.
A)True
B)False
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Page 18
Chapter 17: Public Relations, Publicity, and Corporate Advertising
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Sample Questions
Q1) How does the use of the Internet differ from the use of other traditional media for disseminating PR information?
A)The Internet often fails to offer updated PR information due to several constraints.
B)The Internet is confined by time and space limitations that do not inhibit other media.
C)The Internet enables companies to archive press releases.
D)The Internet cannot be used by organizations to defend themselves against negative publicity.
E)The Internet is rarely used as a public relations source.
Q2) Which of the following statements about publicity is true?
A)Publicity always originates within a firm and is paid for by the firm.
B)Publicity is used to generate news about a person, and not a product or service.
C)Public relations is, in reality, a subset of the publicity effort.
D)Publicity is typically a short-term strategy.
E)Publicity is designed to provide only positive information about a firm.
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Chapter 18: Measuring the Effectiveness of the Promotional Program
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Sample Questions
Q1) The primary metric used in on-air testing method of pretesting finished broadcast ads is
A)focus group results.
B)portfolio analysis.
C)recall.
D)reaction.
E)jury results.
Q2) One of the main reasons cited for measuring the effectiveness of a promotional program is that it is easy to isolate the effects of promotional elements.
A)True
B)False
Q3) Galvanic skin response is also known as A)electrodermal response.
B)pupillometrics.
C)dermal resolution.
D)beta activity.
E)alpha activity.
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Chapter 19: International Advertising and Promotion
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Sample Questions
Q1) Which of the following is a problem associated with global marketing and advertising?
A)difficulties in coordination and control of marketing and promotional programs
B)differences in consumer needs and usage patterns
C)difficulty in obtaining economies of scale in production and distribution
D)higher advertising production costs
E)greater inconsistency in international branding and/or corporate imaging
Q2) Which of the following is a political/legal factor that can affect various aspects of a company's international advertising program?
A)education and employment rates of the population
B)a country's financial and distribution networks
C)the use of advertising material prepared outside a country
D)the connotations of signs and symbols used in the company's messages
E)tastes, traditions, and customs of the population
Q3) Sales promotion is growing in international markets due to
A)the deregulation and/or privatization of media.
B)the reduction in the number of global brands.
C)increased global literacy.
D)the way news media responds to press releases.
E)greater risks taken by marketers.
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Chapter 20: Regulation of Advertising and Promotion
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Sample
Questions
Q1) Roberto's, a pizzeria, claimed in its print and television ads that its pizza was made from the best ingredients and tasted better than Pacifix Crust's pizzA.Pacifix Crust can launch a civil suit against Roberto's for FALSE and misleading advertising under the _____ Act.
A)Federal Trade Commission
B)Wheeler-Lea
C)Lanham
D)Robinson-Patman
E)Clayton Antitrust
Q2) Which of the following media has the most stringent review and approval process for advertising?
A)community radio
B)business magazines
C)newspaper and trade publications
D)the Internet
E)the four major television networks
Q3) Trade-oriented promotions are not subject to regulations by various agencies.
A)True
B)False
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Chapter 21: Evaluating the Social, Ethical, and Economic Aspects
of Advertising and Promotion
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Sample Questions
Q1) Vendre Inc., a clothing company, spends over $2 billion annually on advertising for its various products.It gains market leadership even though other, smaller brands produce products of higher quality and offer better prices.This is an example of how a large advertiser can help achieve a competitive advantage based on A)differentiation.
B)economies of scale.
C)economic censorship.
D)diversification.
E)the Protestant ethic.
Q2) Which of the following is the right classification for advertisements that project sexually appealing images that don't have much relevance to the products that they advertise?
A)deceptive advertising
B)misleading advertising
C)offensive advertising
D)untruthful advertising
E)ethical advertising
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Page 23
Chapter 22: Personal Selling Online
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Sample Questions
Q1) Zest Inc.operates in a market that is characterized by focused competition that is growing in breadth of market and service offerings.The market is coactive while customer needs are mutually defined.In which stage of personal-selling evolution is Zest currently operating?
A)provider
B)prospector
C)procreator
D)problem-solver
E)persuader
Q2) Baxter is completing a sales report in which he is reporting the results of a calculation where he took his total orders and divided it by the number of sales calls, which is also known as his
A)quality of sales presentations.
B)average order size.
C)batting average.
D)net profit.
E)average order size..
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