Consumer Behavior
Mock Exam
Course Introduction
Consumer Behavior explores the psychological, social, and cultural factors that influence consumers' purchasing decisions and interactions with products, services, and brands. This course examines the decision-making process of individuals and groups, analyzing how attitudes, perceptions, motivations, learning, and environmental cues shape buying habits. Students will study various models and theories of consumer behavior, consider the impact of cultural trends and digital media, and evaluate real-world case studies to understand how companies leverage consumer insights for effective marketing strategies.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 7th Edition by
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15 Chapters
2969 Verified Questions
2969 Flashcards
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Page 2
Kenneth E. Clow
Chapter 1: Integrated Marketing Communications
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104 Verified Questions
104 Flashcards
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Sample Questions
Q1) Forces that impact the field of marketing communication are the emergence of social media and the internet.
A)True
B)False
Answer: True
Q2) The process of creating television commercials, print ads, and retail coupons are examples of encoding.
A)True
B)False
Answer: True
Q3) The GIMC approach is easier to apply when a company relies on the adaptation strategy for its global expansion.
A)True
B)False
Answer: False
Q4) Define GIMC. Why is GIMC important?
Answer: GIMC is globally integrated marketing communications. It is important because most companies compete in an international arena.
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Page 3
Chapter 2: Corporate Image and Brand Management
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) Which type of brand name is unique, different, and memorable without suggesting the company's goods or services?
A) Overt
B) Implied
C) Conceptual
D) Iconoclastic
Answer: D
Q2) In each industry, the right image is one that sends a clear message about the unique nature of an organization and its products.
A)True
B)False
Answer: True
Q3) The marketing of two or more brands together to encourage co-consumption or co-purchases is:
A) ingredient branding.
B) cooperative branding.
C) complementary branding.
D) flanker branding.
Answer: C
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Page 4
Chapter 3: Buyer Behaviors
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204 Verified Questions
204 Flashcards
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Sample Questions
Q1) An individual with extensive knowledge of a product category will likely spend more time in an external search process than someone with a moderate level of product category knowledge.
A)True
B)False Answer: False
Q2) The cost of conducting an external search for information consists of the actual cost of the product, subjective costs associated with the search, and the opportunity cost of foregoing other activities.
A)True
B)False Answer: True
Q3) An individual's age and social status largely determine the motivation to search for purchase alternatives.
A)True
B)False Answer: False
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Chapter 4: The IMC Planning Process
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191 Verified Questions
191 Flashcards
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Sample Questions
Q1) In allocating marketing communications, spending approximately the same amount of money throughout each month of the year is a ________ schedule.
A) flighting
B) continuous
C) payout
D) pulsating
Q2) All of the following are methods of determining marketing communications budgets except:
A) objective and task.
B) payout planning.
C) sales-response analysis.
D) quantitative methods.
Q3) Successful global integrated marketing communication campaigns include all of the following tactics except:
A) a standardization approach.
B) understand the international market.
C) create a borderless marketing plan.
D) think globally, but act locally.
Q4) Define product positioning. What positioning strategies can a brand use?
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Chapter 5: Advertising Management
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232 Verified Questions
232 Flashcards
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Sample Questions
Q1) Consumer-generated advertising works best for customers with a low level of brand loyalty.
A)True
B)False
Q2) Providing a retail store's location and operating hours to the public in an advertisement is an example of ad designed to meet the advertising goal of:
A) building brand image.
B) persuasion.
C) encouraging action.
D) informing.
Q3) A key component of building brand image and brand equity is developing brand awareness.
A)True
B)False
Q4) Based on the hierarchy of effects model, cognitive-oriented advertisements are superior in developing liking, preference, and conviction for a product.
A)True
B)False
Q5) What roles do advertising account executives play in developing campaigns?
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Chapter 6: Advertising Design
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282 Verified Questions
282 Flashcards
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Sample Questions
Q1) When using the hierarchy of effects model to develop conviction for a particular product or brand, the best creative message strategy to use would be:
A) affective.
B) cognitive.
C) conative.
D) corporate.
Q2) Comparative ads tend to be more believable and have a greater positive impact on consumer attitudes than other cognitive message strategies.
A)True
B)False
Q3) To be successful, the funniness in a humor appeal should be:
A) directed at the target audience of the ad.
B) of a low level since humor that is too heavy tends to interfere with message recall.
C) directed to the audience's value system.
D) connected directly to the product's benefits.
Q4) Impulse buys are primarily linked to cognitive message strategies.
A)True
B)False
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Chapter 7: Traditional Media Channels
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209 Verified Questions
209 Flashcards
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Sample Questions
Q1) In business-to-business advertising expenditures, the most dollars are spent on:
A) television.
B) the internet.
C) business publications.
D) newspapers.
Q2) A company that manufactures washing machines is most likely to invest in a ________ advertising campaign.
A) continuous
B) flighting, or discontinuous
C) reach
D) pulsating
Q3) One reason for using nonbusiness media to reach business buyers is the difficulty getting through to decision makers, users, and influencers in the buying center. This is especially true in ________ situations.
A) straight rebuy
B) modified rebuy
C) new task purchase
D) both modified rebuy and new task
Q4) Identify the components of a media plan.
Q5) What are the primary benefits of radio advertising? The primary problems?
Page 9
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Chapter 8: Digital Marketing
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231 Verified Questions
231 Flashcards
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Sample Questions
Q1) Email marketing campaigns can be directed to consumers who abandon shopping carts without making a purchase to offer additional incentives to complete the purchase.
A)True
B)False
Q2) Jim has been on the internet searching for a boat and reading about the various brands. An ad pops up on the computer screen advertising a particular brand. This is an example of geo-targeting based on keyword searches or content read.
A)True
B)False
Q3) Using the internet to promote and attract consumers to a particular website is brand spiraling.
A)True
B)False
Q4) While video watching on the internet has exploded in recent years, the average time consumers spend watching video ads on the internet is still less than the average time viewing ads on television.
A)True
B)False
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Chapter 9: Social Media
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180 Verified Questions
180 Flashcards
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Sample Questions
Q1) Current trends in consumer video sharing include all of the following except:
A) creating consumer-produced how-to videos.
B) uploading professional sporting events.
C) capturing real-time events.
D) creating branded videos.
Q2) Brands do not need to respond to positive brand buzz, but should immediately respond to any negative mentions in social media.
A)True
B)False
Q3) The mobile photo and video sharing network owned by Facebook with over 200 million users is:
A) Facebook.
B) Instagram.
C) Pinterest.
D) Twitter.
Q4) A financial incentive that can be part of a content seeding program by a brand is to offer consumers something exclusive that makes that consumer feel special.
A)True
B)False
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Chapter 10: Alternative Marketing
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Sample Questions
Q1) With stealth marketing, brand ambassadors are not being paid or compensated to promote and talk about a brand.
A)True
B)False
Q2) Retailers prefer digital interactive point-of-purchase displays that consumers will notice and that have the capability of changing the message.
A)True
B)False
Q3) Identify the major forms of alternative marketing.
Q4) Discuss the factors that are necessary for effective point-of-purchase displays.
Q5) The key factors that influence the effectiveness of product placement and branded entertainment include all of the following except:
A) placement characteristics.
B) supporting promotional activities.
C) regulations.
D) costs.
Q6) What is guerilla marketing? How is it different from traditional marketing?
Q7) Identify the different forms of video game advertising.
Q8) What is stealth marketing?
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Chapter 11: Database and Direct Response Marketing and Personal Selling
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) When customers make contact with a company, the customer's profile, history, and other information contained in the database should be available to the company contact person at the time that he or she deals with the customer.
A)True
B)False
Q2) In general, customer relationship management programs should be designed to enhance customer loyalty.
A)True
B)False
Q3) A permission marketing program means promotions are only sent to customers who grant permission to receive them.
A)True
B)False
Q4) Maintaining customer profile information is important because the information helps the marketing team create personalized communications.
A)True
B)False
Q5) What are the two types of data mining?
Page 13
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Chapter 12: Sales Promotions
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202 Verified Questions
202 Flashcards
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Sample Questions
Q1) A contest requires the use of a skill while a sweepstakes relies on random chance.
A)True
B)False
Q2) The enjoyment of playing or participating in a contest or sweepstakes is called ________ value.
A) intrinsic
B) extrinsic
C) redemption
D) historic
Q3) Co-op advertising programs often stipulate each of the following items except:
A) monies are accrued for purchases over time.
B) no competing products can be advertised.
C) the manufacturer's product must be displayed prominently in the ad.
D) retailers must pay the agency fees.
Q4) From a manufacturer's perspective, a trade show offers the potential to meet customers and sell products.
A)True
B)False
Q5) What are the major types of coupons?
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Chapter 13: Public Relations and Sponsorship Programs
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201 Flashcards
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Sample Questions
Q1) When a company pays money to sponsor an individual or a group or team that participates in an activity, it is called:
A) public relations.
B) advertising expenditures.
C) social media marketing.
D) sponsorship marketing.
Q2) A crisis does not always have to be viewed negatively. It can be an opportunity for a company to improve its position in the market and enhance its image.
A)True
B)False
Q3) Corporate social responsibility is the obligation an organization has to be ethical, accountable, and reactive to the needs of society.
A)True
B)False
Q4) Internet interventions are designed to combat negative news articles.
A)True
B)False
Q5) What is cause-related marketing and why is it important?
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Chapter 14: Regulations and Ethical Concerns
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Sample Questions
Q1) In creating a foundation and framework for ethical guidelines, the concept of law:
A) involves maximizing pleasure and minimizing pain.
B) offers a version of philosophy based on the Golden Rule, which means do unto others what you would have them do unto you.
C) involves balancing a variety of urges throughout a person's life.
D) offers guidelines regarding right and wrong as well as what is acceptable and what is not acceptable, within a geographic area.
Q2) Morals are beliefs or principles that serve as guidelines for both individuals and organizations.
A)True
B)False
Q3) A form of law based on local customs, traditions, and precedents is _______ law.
A) moral
B) theocratic
C) civil
D) common
Q4) What criteria must be met to deem an advertisement deceptive or misleading?
Q5) What is a trade regulation?
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Chapter 15: Evaluating an Integrated Marketing Program
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153 Flashcards
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Sample Questions
Q1) A physiological arousal test, such as cognitive neuroscience, may provide a better indicator of a person's true response to a controversial advertisement, when compared to other methods such as copytesting.
A)True
B)False
Q2) One major advantage of a test market is that it resembles an actual market situation more than any of the other evaluation methods.
A)True
B)False
Q3) What are the three major categories of message evaluation?
Q4) The principles of position advertising copytesting (PACT) state that testing procedures should be relevant to advertising objectives.
A)True
B)False
Q5) A theater test is a display of television advertisements shown together in a theater. A)True
B)False
Q6) What makes measuring the effectiveness of advertisements problematic?
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