Course Introduction
Consumer Behavior
Final Exam Questions
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 the decision-making processes of consumers, including perception, motivation, learning, attitude formation, and post-purchase evaluation. Students will analyze how personal factors such as lifestyle, personality, and demographics, as well as external influences like family, social class, and culture, impact buying behavior. Through case studies, research, and practical applications, students will gain insights essential for developing effective marketing strategies that resonate with target audiences.
Recommended Textbook
Advertising and Promotion
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2768 Verified Questions
2768 Flashcards
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Page 2
Chapter 1: An Introduction to Integrated Marketing Communications
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134 Verified Questions
134 Flashcards
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Sample Questions
Q1) Typically, a marketing plan usually includes
A)a corporate mission statement.
B)individual job specifications.
C)a media schedule.
D)a detailed situation analysis.
E)articles of incorporation.
Answer: D
Q2) Which of the following statements about publicity is true?
A)Publicity is a form of communication that is directly run under an identified sponsorship.
B)Publicity is the only tool used in a firm's public relations efforts.
C)Publicity usually comes in the form of a news story or an editorial.
D)Publicity has more of a long-term, ongoing purpose than public relations.
E)Publicity refers to personal communications regarding an organization and its products.
Answer: C
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Chapter 2: The Role of IMC in the Marketing Process
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Sample Questions
Q1) Pluto Inc., a car manufacturer, makes high-end, expensive sports cars.The company targets people who live life in the fast lane and are generally considered to have flashy personalities.In this scenario, Pluto is using _____ segmentation.
A)benefit
B)psychographic
C)socioeconomic
D)undifferentiated
E)demographic
Answer: B
Q2) Segmenting the market based on consumers' product or brand usage and the degree of use is an example of behavioristic segmentation.
A)True
B)False
Answer: True
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4
Chapter 3: Organizing for Advertising and Promotion: The
Role of Ad Agencies and Other Marketing
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133 Verified Questions
133 Flashcards
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Sample Questions
Q1) Under a decentralized system, the advertising department is generally a part of A)finance.
B)sales.
C)product development.
D)marketing services.
E)research and development.
Answer: D
Q2) The primary function of most media is to
A)assist the market research organization by conducting market surveys.
B)coordinate their activities with direct-marketing agencies.
C)provide information and entertainment to their audience.
D)prepare the budget for the advertising and promotion process.
E)compensate ad agencies through a commission system.
Answer: C
Q3) In-house agencies are preferred by some companies because they keep the marketing communications function more closely tied to top management.
A)True
B)False
Answer: True
Page 5
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Chapter 4: Perspectives on Consumer Behavior
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Sample Questions
Q1) As an outcome of the alternative evaluation stage, the consumer develops
A)a heuristic tendency toward a particular brand.
B)a predisposition to buy a certain brand.
C)brand heuristics.
D)individual brand recognition.
E)a postpurchase evaluation set.
Q2) In the context of motivation research, _____ are efforts designed to gain insights into consumers' values, motives, attitudes, or needs that are difficult to express or identify by having them project these internal states upon some external object.
A)projective techniques
B)focus interviews
C)assimilation techniques
D)association tests
E)subliminal tests
Q3) Aspirational reference groups represent groups to which me might like to belong, like when the United States Army shows strong leaders in its ads.
A)True
B)False
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Page 6
Chapter 5: The Communication Process
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Sample
Questions
Q1) A study conducted by Scott Hawkins and Stephen Hoch found that under _____ conditions, repetition of simple product claims increased consumers' memory of and belief in those claims, and other items bought without much consideration use a heavy repetition strategy.
A)individual response
B)standard learning
C)dissonance/attribution
D)low-involvement
E)customary learning
Q2) Three critical intermediate effects occur between advertising and purchase: cognition, affect, and experience.
A)True B)False
Q3) The receiver's perception of the source of the message may affect the source's ability to communicate.
A)True B)False
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Page 7
Chapter 6: Source, Message, and Channel Factors
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Sample Questions
Q1) A television ad for VenusCell Inc.shows a famous celebrity describing the features of the latest smartphone launched by the company.The celebrity talks about the features of the new smartphone such as 4G technology, AMOLED touchscreen, SVGA, tri-band, and WAP.According to the persuasion matrix, it is likely that a less educated audience will face problems associated with _____ due to the use of mobile jargons in the ad.
A)attention
B)yielding
C)presentation
D)comprehension
E)retention
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.
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Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
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Sample Questions
Q1) Managers who use the communications effects pyramid to set objectives believe that
A)lower-level objectives such as purchase and reuse form the foundation of the communications program.
B)the foundation of the communications program is set by accomplishing lower-level objectives such as awareness, knowledge, and comprehension.
C)advertising and promotion should first accomplish lower-level objectives such as trial and purchase.
D)advertising and promotion should first accomplish higher-order objectives, such as trial and purchase, and then create awareness and brand knowledge.
E)advertising and promotion cannot accomplish lower-order objectives.
Q2) Determining a target market's present level of awareness and knowledge of, and liking for, a product often requires _____ measures.
A)benchmark
B)sales interval
C)secondary
D)frequency
E)reach
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Chapter 8: Creative Strategy: Planning and Development
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Sample Questions
Q1) According to James Webb Young, the production of creative advertising ideas
A)is a random process that cannot be taught.
B)must avoid bolting a brand to a consumer's clinching benefit.
C)must be primarily consumer-generated.
D)is a definitive process that can be learned and controlled.
E)has as many different routes as there are different forms of creativity.
Q2) Which of the following is one of the five major factors identified by Robert Smith that refers to ads that contain different ideas or switch from one perspective to another?
A)elaboration
B)synthesis
C)flexibility
D)relevance
E)artistic value
Q3) Focus group interviews bring creative people and others involved in creative strategy development into contact with customers.
A)True
B)False
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Chapter 9: Creative Strategy: Implementation and Evaluation
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Sample Questions
Q1) Which of the following is a vital component of ads that use emotional integration to market a product?
A)fear
B)news
C)popularity
D)humor
E)price
Q2) The Joint Policy Committee on Broadcast Relations has proposed a new compensation system that will base the pay for commercial actors on gross ratings points.
A)True
B)False
Q3) Advertising appeals that focus on functional or utilitarian needs and emphasize product features and benefits are known as _____ appeals.
A)informational
B)emotional
C)fear
D)creative
E)noncognitive
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Chapter 10: Media Planning and Strategy
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Sample Questions
Q1) In media planning, the cost of ad space divided by circulation and multiplied by 1,000 is the formula used to calculate
A)index number.
B)cost per thousand.
C)absolute cost.
D)category development index.
E)brand development index.
Q2) Television commercials for Halo laundry detergent are aired several times a day, on various cable networks, throughout the year.Advertisers of Halo believe that this will serve as a constant reminder of the brand to the consumers.Media planners of Halo are likely to be using a(n) _____ scheduling method.
A)pulsing
B)continuity
C)flighting
D)oscillating
E)weighted ratings
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Chapter 11: Evaluation of Media: Television and Radio
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Sample Questions
Q1) In accordance to the basic estimates in the Nielsen Audio report, person estimates refer to
A)the estimated number of people listening.
B)the estimated cost of a spot schedule within a particular time period.
C)the estimated number of people involved in preparing the Nielsen Audio report.
D)information on number of network audiences only for commercials within a program.
E)the percentage of the total estimated listening audience.
Q2) Radio commercials are expensive to produce.
A)True B)False
Q3) RADAR measurements are based on information collected throughout the year by means of diary interviews.
A)True B)False
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Chapter 12: Evaluation of Media: Magazines and Newspapers
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Sample Questions
Q1) After they realized that advertisers use newspapers to reach consumers within a specific geographic area and do not want to pay for readers in outlying areas, some major metropolitan newspapers eliminated _____________ and focused more on regional editions in their immediate trade area.
A)gatefold
B)SAU
C)city zones
D)combination zones
E)ego circulation
Q2) Pluto Inc.is planning to run an ad in a weekly newspaper.Which of the following disadvantages of newspapers as an advertising medium should Pluto Inc.consider?
A)lack of geographic selectivity
B)lack of demographic selectivity
C)high cost of reproduction
D)limitations in pass-along readership
E)lack of reader involvement
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Chapter 13: Support Media
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Sample Questions
Q1) Which of the following is true of outdoor advertising?
A)Outdoor advertising is the newest form of advertising that emerged with the onset of technology.
B)Messages communicated through outdoor advertising are often dissuasive.
C)Outdoor advertising has plunged with the increasing number of women in the work force.
D)Outdoor advertising is the only form of advertising that is independent of national legislation.
E)Outdoor advertising is a pervasive form of communication for residents of urban and suburban areas.
Q2) The increase in the number of women in the work force has led to the increased popularity of transit media.
A)True B)False
Q3) Support media cannot be used as a sole medium for advertising.
A)True B)False
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Page 15
Chapter 14: Direct Marketing
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Sample Questions
Q1) As postal rates increase, direct-mail advertising is replaced with A)billboards.
B)e-mail.
C)infomercials.
D)telemarketing.
E)radio advertising.
Q2) Which of the following statements is true of the use of broadcast media by the direct-marketing industry?
A)Direct marketing in the broadcast industry does not use support advertising.
B)The majority of direct-marketing broadcast advertising occurs through radio as opposed to TV.
C)The use of broadcast media by the direct-marketing industry has witnessed a decline in the recent years.
D)The two-step approach to direct marketing is common on the radio, particularly with local companies.
E)When a toll-free number is included in a direct-response ad, it is called support advertising.
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Page 16
Chapter 15: The Internet: Digital and Social Media
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Sample Questions
Q1) Swish Turbo Inc., an automaker, conducted a sweepstakes in which people could enter to win the car that Adam Gosling, a popular golfer, uses during tournaments.To enter the sweepstakes, consumers had to visit Swish Turbo's website.Which of the following promotional mix elements did the automaker use on the Internet?
A)direct marketing
B)personal selling
C)publicity
D)public relations
E)sales promotions
Q2) Behavior tracking on the Internet helps in tailoring the message to appeal to specific needs and wants of the target audience.
A)True
B)False
Q3) Inorganic search results are those that appear because of their relevance to the search terms, not advertisements.
A)True
B)False
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Page 17
Chapter 16: Sales Promotion
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Sample Questions
Q1) Several different manufacturers of personal computers (PCs) have joined to create and sponsor ads that promote both the computer and the microprocessor by sharing the cost of advertising.The PC manufacturers are using A)cooperative advertising.
B)event sponsorships.
C)vertical integrated marketing.
D)comparative advertising.
E)inbound marketing.
Q2) Brand equity is also known as
A)customer loyalty.
B)customer franchise.
C)brand extension.
D)brand logo.
E)trademark.
Q3) Sampling is generally considered the least effective way to generate trial.
A)True
B)False
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Chapter 17: Public Relations, Publicity, and Corporate Advertising
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Sample Questions
Q1) Advocacy advertising is concerned with propagating ideas and elucidating controversial social issues of public importance in a manner that supports the interests of a sponsor.
A)True
B)False
Q2) Which of the following methods of communication is typically used to create goodwill within an organization?
A)organizational newsletters
B)award ceremonies
C)annual reports
D)grievance committees
E)corporate picnics
Q3) The new role of PR differs from the traditional role of PR in that it
A)views PR as a nonmarketing function.
B)has a narrower perspective of PR functions.
C)considers marketing and public relations as separate departments.
D)considers all noncustomer relationships necessary only in a marketing context.
E)requires the marketing department to report to public relations.
Page 19
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Chapter 18: Measuring the Effectiveness of the Promotional Program
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Sample Questions
Q1) The vehicle option source effect refers to the A)different reach and frequency provided by different media vehicles. B)fact that people perceive ads differently depending on their context. C)responses that come from using a flighting, pulsing, or continuity scheduling strategy. D)opportunity costs of the various media vehicles that are not chosen.
E)battle between budget constraints and creative options.
Q2) Jim, a participant in a research study, rated an ad as "good" since he liked the celebrity featured in the ad.However, the ad was criticized by experts for being senseless and lacking realism.In this scenario, Jim is experiencing the A)halo effect.
B)recency effect.
C)stimulus-response effect.
D)visual option source effect.
E)similarity effect.
Q3) One major disadvantage of field tests is the lack of realism.
A)True
B)False
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Chapter 19: International Advertising and Promotion
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Sample Questions
Q1) The primary focus of international media has traditionally been television and radio.
A)True
B)False
Q2) Which of the following is part of the demographic environment of a country?
A)age distribution
B)distribution of wealth
C)lifestyles
D)norms and customs
E)exchange rates
Q3) Which of the following is TRUE of the "think globally, act locally" approach to international advertising?
A)It is synonymous with the "one company, one advertising campaign" approach.
B)It it also referred to as glocal advertising strategy.
C)It enables the head office to retain control of aspects such as slogans, themes, and copies.
D)It offers limited autonomy to regional offices.
E)It is essentially a form of xenocentric advertising.
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21
Chapter 20: Regulation of Advertising and Promotion
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Sample Questions
Q1) A promotion such as a contest or sweepstakes can avoid being considered a lottery by
A)conducting the contest or sweepstake only at the regional level and not national level.
B)providing full disclosure.
C)not requiring consideration to be present.
D)publishing the odds of winning.
E)ensuring puffery is avoided in advertisements.
Q2) Advertising practices considered unfair include claims that might exploit such vulnerable groups as children and older adults.
A)True
B)False
Q3) Marketers' use of trade allowances is controlled by the _____, which prohibits price discrimination.
A)Federal Trade Commission Act
B)Lanham Act
C)Robinson-Patman Act
D)FDA Act
E)Wheeler-Lea Amendment
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Page 22
Chapter 21: Evaluating the Social, Ethical, and Economic
Aspects of Advertising and Promotion
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Sample Questions
Q1) There is a general agreement that advertising questions existing stereotypes and creates greater social awareness.
A)True
B)False
Q2) Which of the following is the most important source of revenue for newspapers and magazines?
A)sales
B)subscriptions
C)editorials
D)advertising
E)donations
Q3) Advertisers spend billions of dollars each year to reach children because
A)they are not vulnerable to advertising.
B)their direct purchases are influenced by television.
C)they can easily interpret the selling intent of a message.
D)they do not have much influence on their family's spending.
E)products made for children are more saleable.
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Chapter 22: Personal Selling Online
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Sample Questions
Q1) Alex is the marketing head of BlackSteel Corp., a manufacturer of industrial equipment that introduces a new line of machinery that requires detailed demonstration and trial for its customers.Which of the following communication methods is Alex most likely to choose to increase sales of the new product line?
A)shock advertising
B)direct advertising
C)personal selling
D)retail selling
E)mass communication
Q2) A sales force is a major part of an organization's integrated marketing communications (IMC) mix when
A)the channel system is very long and indirect to the end users.
B)product trial by customers is unnecessary to make purchase decisions.
C)the purchase decision is not a major one for the buyer.
D)channel intermediaries need product and service training.
E)selling price or quality provides an inadequate margin.
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