Consumer Behavior
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Course Introduction
Consumer Behavior explores the psychological, social, and cultural factors that influence how individuals and groups select, purchase, use, and dispose of products, services, ideas, or experiences. The course examines theories and models of consumer decision-making, motivations, perceptions, attitudes, and learning processes, as well as the impact of marketing strategies on consumer choices. Students will analyze real-world cases to understand how markets segment, target, and position products to meet consumer needs, and will develop skills to predict consumer responses and design effective marketing initiatives.
Recommended Textbook
Advertising and Promotion An Integrated Marketing Communications Perspective 9th Edition by
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Page 2
Chapter
Role of AD Agencies and Other Marketing Communication Organizations
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Sample Questions
Q1) 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
Q2) A(n)______ primary function is to provide information or entertainment to its audience.
A)client's
B)advertising agency's
C)media's
D)customer's
E)advertiser's
Answer: C
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Chapter 2: Perspectives on Consumer Behavior
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Q1) Marketers often introduce new brands into markets that are mature and saturated because of consumer's tendency towards:
A)internal search.
B)novelty seeking behavior.
C)external search.
D)brand loyalty.
E)habitual choice behavior.
Answer: B
Q2) Operant conditioning is sometimes referred to as _____ conditioning.
A)stimulus-response
B)psychoanalytical
C)subliminal
D)instrumental
E)valence-oriented
Answer: D
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Chapter 3: The Communication Process
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Sample Questions
Q1) Most advertisers attempt to hire spokespeople their target audience likes so as to generate _____ for the message.
A)source derogation
B)counterargument
C)source bolster
D)source blockage
E)message synergy
Answer: C
Q2) Commercials for Planter's nuts describe the nuts as a delicious snack food for everyone.The commercials show animals that eat nuts as part of their usual diet trying to convince humans to share their Planter's nuts.In these commercials,the source of the advertising message is:
A)Mr.Peanut,the company's visual image personality.
B)the television networks on which the ads run.
C)the specific television shows in which the ads are seen.
D)Planter's peanuts company.
E)people who talk about how humorous the commercials are.
Answer: D
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Chapter 4: Source, Message, and Channel Factors
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Sample Questions
Q1) Which of the following is a reason to use comparative advertising?
A)It prevents a new market entrant from positioning itself against established brands.
B)It is a way of helping position a brand in the evoked or choice set of alternatives that consumers consider.
C)It may be perceived as more ethical than non-comparative ads.
D)It does not work for market leaders and,therefore,gives competitive advantage to new entrants.
E)It is generally permitted by the Federal Trade Commission.
Q2) An advertiser whose message is placed in the middle of five consecutive commercials during a program break is facing a problem known as:
A)clutter.
B)media flooding.
C)media bombardment.
D)flighting.
E)information overload.
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6
Chapter 5: Establishing Objectives and Budgeting for the Promotional Program
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Q1) Which of the following statements describes a weakness inherent in the use of the marginal analysis model for establishing an advertising budget?
A)It is unsuitable as a basis for budgeting in case of direct response advertising.
B)Only environmental factors that are considered by the model will affect the effectiveness of the promotional program.
C)Budgetary amount is often set by fiat.
D)The budget is determined by management solely on the basis of what is felt to be necessary.
E)It is very illogical and virtually no theoretical base is used to determine the budgets.
Q2) As a result of economies of scale,large advertisers:
A)are likely to enjoy more favorable advertising time and space than smaller advertisers.
B)get higher advertising rates than smaller advertisers.
C)accrue the disadvantages of advertising several products jointly.
D)have higher average costs of production.
E)can spend more money on advertising and realize a better return.
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Chapter 6: Creative Strategy: Planning and Development
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Q1) With the growth of integrated marketing communications,advertisers are being challenged to think beyond traditional mass media and develop creative advertising that:
A)offsets the weaknesses associated with storyboard ad design.
B)provides opportunities for effective government oversight.
C)centralizes American consumer values in a global marketplace.
D)engages consumers and enters into a dialogue with them.
E)minimizes the risk of offending technology-savvy consumers.
Q2) Nizoral A-D shampoo is the only dandruff shampoo made with the number one doctor-prescribed ingredient,an ingredient that its manufacturer holds the patent on.This is the product's unique selling proposition (USP).Which of the following statements about this USP is true?
A)This USP can be easily imitated.
B)This USP does not benefit a large enough target market.
C)This USP creates a sustainable competitive advantage.
D)This USP will cause the copy platform to be more cognitive than affective.
E)This USP allows for the creation of a strong brand personality.
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Chapter 7: Creative Strategy: Implementation and Evaluation
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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 copywriter can determine how much space he or she has to work with and how much copy to write after seeing the print ad's:
A)headline.
B)subheads.
C)body copy.
D)layout.
E)illustration.
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Chapter 8: Media Planning and Strategy
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Sample Questions
Q1) For which of the following products is an advertiser most likely to use a flighting schedule?
A)Cake mixes
B)Shampoo
C)Newspaper subscriptions
D)Snow tires
E)Candles
Q2) _____ is a summary measure that combines reach and frequency.
A)Brand development index (BDI)
B)Program rating
C)Category development index (CDI)
D)Target ratings points (TRPs)
E)Gross ratings points (GRPs)
Q3) A measure of potential reach in the broadcast industry is the TV or ____.
A)Radio sweeps periods
B)Radio frequency
C)Radio index numbers
D)Radio duplicated reach
E)Radio program rating
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Page 10
Chapter 9: Evaluation of Media: Television and Radio
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Sample Questions
Q1) The buying period for television advertising time that runs throughout the television season is known as the _____ market.
A)up-front
B)spot
C)scatter
D)interconnected
E)local
Q2) Which of the following statements is true about program ratings and share of audience measures?
A)Program ratings are always higher than share of audience.
B)Program ratings and share of audience are usually the same.
C)Share of audience is always higher than the program rating unless all of the households in a market have their set in use.
D)Unlike share of audience measures,program ratings consider variations in the number of sets in use since they are based only on those households that have their sets in use.
E)Share of audience is always higher than the program rating when all of the households in a market have their set in use.
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11
Chapter 10: Evaluation of Print Media
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Q1) A(n)_____ test is a service offered by magazines where two or more versions of an ad are run in alternate copies of a particular issue of a publication.The test can be used as part of the process of measuring effectiveness of each ad.
A)split run
B)overrun
C)gatefold
D)bleed page
E)day-after-recall
Q2) The primary advertising medium in terms of both ad revenue and number of advertisers is:
A)network television.
B)radio.
C)magazines.
D)newspapers.
E)direct mail.
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Chapter 11: Support Media
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Sample Questions
Q1) Increase in the number of women in the workforce has led to the increased popularity of transit media.
A)True
B)False
Q2) With which type of advertising medium is source association strongest?
A)Product placements
B)In-flight advertising
C)Promotional products marketing
D)Transit advertising
E)Spectaculars
Q3) In ____,the product is woven throughout the program or becomes the program itself.
A)mobile advertising
B)interactive television ads
C)synchro ads
D)product integrations
E)multi-level marketing
Q4) Specialty advertising enjoys high levels of retention.
A)True
B)False
Page 13
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Chapter 12: Direct Marketing
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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) By running the same ad on different stations,a direct marketer can determine the relative effectiveness of the medium.
A)True
B)False
Q3) In case of ____,the salesperson visits the buyer's home,job site,or other location to sell frequently purchased products or services.
A)repetitive person-to-person selling
B)non-repetitive person-to-person selling
C)party plans
D)homeshopping
E)telemarketing
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Chapter 13: The Internet and Interactive Media
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Q1) Which of the following statements is true about the Internet?
A)A major advantage of the Web is the ability to target very specific groups of individuals.
B)One major disadvantage of the Internet is that it leads to a lot of waste coverage.
C)In the consumer market,the Internet resembles a combination trade magazine and trade show,as only those most interested in the products and/ or services a site has to offer will visit the site.
D)The Internet does not offer to carry one-to-one marketing messages.
E)One of the main disadvantages of the Internet is the lack of creative opportunity associated with its use.
Q2) Which of the following statements is true about the Internet?
A)Internet is interactive.
B)Internet allows for a one-way flow.
C)The increase in low speed internet connections has led users to spend more time online.
D)Internet is a unidirectional medium.
E)Internet allows consumer to control the messages but does not allow them to provide their own content.
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15
Chapter 14: Sales Promotion
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Sample Questions
Q1) When reductions from the regular price of a product are offered at the point-ofpurchase through specially marked packages,a marketer is using a:
A)bonus pack.
B)rebate.
C)refund offer.
D)bounce back coupon.
E)price-off deal.
Q2) Another name for account-specific marketing is:
A)a planogram program.
B)comarketing.
C)dual sponsorship.
D)piggyback marketing.
E)key-account communications.
Q3) Which of the following promotions is targeted toward the trade rather than consumers?
A)spiffs
B)coupons
C)premiums and sweepstakes
D)bonus packs
E)bounce back coupons
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Chapter 15: Public Relations, Publicity, and Corporate Advertising
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Q1) Public relations is usually controlled by the firm or its agent.
A)True
B)False
Q2) _____ refers to the generation of news about a person,product,or service that appears in broadcast or print media.
A)Advertising
B)Direct response advertising
C)Sales promotions
D)Publicity
E)Advertainment
Q3) One major disadvantage of public relations is the potential for not completing the communications process.
A)True
B)False
Q4) Which of the following communications methods is potentially the most powerful?
A)Sales promotions
B)Advertorials
C)Specialty advertising
D)Publicity
E)Advocacy advertising
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Chapter 16: Measuring the Effectiveness of the Promotional Program
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Q1) Actimel is a dairy-based probiotic supplemental beverage made by Dannon.Originally,it was sold in organic food stores and only promoted in natural health magazines.The company has recently embarked on an extensive advertising campaign to promote the product to a larger health-conscious market.First,Dannon needs to explain to the general public the benefits of the product,and then it needs to create brand awareness.To determine the long-term effects of its campaign Dannon could most effectively use:
A)day-after recall tests.
B)tracking studies.
C)Starch recognition tests.
D)on-air tests.
E)split-run tests.
Q2) One major disadvantage of field test is the lack of realism.
A)True
B)False
Q3) Pretesting of ads is effective in terms of both the actual cost outlay and opportunity costs.
A)True
B)False
Page 18
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Chapter 17: International Advertising and Promotion
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Sample Questions
Q1) A centralized approach to organizing for advertising is not suitable when market and media conditions are similar from one country to another.
A)True
B)False
Q2) When companies follow a ____,the creative team must determine what type of selling idea,ad appeal,and execution style will work in each market.
A)global marketing strategy
B)sales promotion tactic
C)global public relations strategy
D)localized advertising strategy
E)centralized marketing strategy
Q3) The difference between the monetary value of a nation's exports and imports is its:
A)added value.
B)international trade.
C)balance of trade.
D)balance of payments.
E)value of exports.
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Chapter 18: Regulation of Advertising and Promotion
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Q1) Which of the following statements about the use of puffery in advertising is true?
A)Puffery is illegal.
B)Puffery is banned in a 1996 revision of the Uniform Commercial Code.
C)According to the Federal Trade Commission consumers believe in puffery.
D)Superlatives such as greatest,best,and finest are puffs that are often used in advertising.
E)Puffery is only illegal if it eliminates a competitive advantage.
Q2) Advertising on television and radio was regulated for many years through codes developed by the _____ until the courts found some of its regulations served to restrain trade.
A)National Advertising Review Board
B)Federal Trade Commission
C)Federal Communications Commission
D)National Association of Broadcasters
E)Standards and Practices Division
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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 statements is true of the trends in advertising targeted to the gay community?
A)More advertisers are turning to gay themes in their mainstream commercials.
B)Most gay themes in mainstream commercials openly show the intent.
C)These ads rarely appear in local stations and spot TV.
D)Most of these channels run these ads on network television.
E)Unambiguous gay themes are more common than unclear themes.
Q2) Advertisements of which of the following products is most likely to be criticized for poor taste?
A)Electronic goods
B)Technology products
C)Consumer goods
D)Premium products
E)Contraceptive products
Q3) Asian-Americans are:
A)not generally targeted by ad campaigns.
B)overrepresented in advertisements in terms of their proportion in the U.S.
C)portrayed in ads as a subculture that values fun over work.
D)less likely than any other minority group to appear in U.S.ads.
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E)more likely to appear in major roles rather than background roles.
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Chapter 20: Personal Selling Online
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Q1) Which of the following statements on the likely nature and intensity of competition during the persuader stage of personal selling evolution is true?
A)Competition is almost non-existent.
B)Undifferentiated competition exists with slight intensity.
C)Competition is differentiated and growing.
D)Responsive and counteractive competition prevails.
E)Competition is focused and growing.
Q2) You are the marketing manager of a company that produces complex industrial machinery.The features and performance of the product require demonstration.Identify the most prominent communication required for this product.
A)Shock advertising
B)Direct advertising
C)Personal selling
D)Retail selling
E)Mass communication
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