Course Introduction
Consumer Behavior Study Guide
Questions
Consumer Behavior explores the psychological, social, and cultural factors that influence how individuals and groups select, purchase, use, and dispose of products and services. The course examines key concepts such as perception, motivation, learning, attitudes, and decision-making processes, alongside the impact of family, social class, and cultural trends on consumer choices. Through theoretical frameworks and real-world case studies, students develop an understanding of consumer insights and how these insights can be applied to marketing strategies, product development, and customer relationship management in a dynamic marketplace.
Recommended Textbook
M Advertising 2nd Edition by William Arens
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Page 2
Chapter 1: The Evolution of Advertising
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Q1) Which of the following ages in the evolution of advertising was characterized by the Chinese inventing paper, Johannes Guttenberg inventing the printing press, and the Boston Newsletter beginning to carry advertisements that appealed to American colonists?
A) Age of reason
B) Industrial age
C) Preindustrial age
D) Industrializing age
E) Mercantile age
Answer: C
Q2) According to the history of advertising, the _____ made possible the first advertising formats-posters, handbills, signs, and newspapers.
A) quill pen
B) printing press
C) silk screen
D) ability to mold lead
E) ability to copy and draw
Answer: B
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Page 3
Chapter 2: The Environment of Advertising
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Q1) According to the owner of NPC & Associates, 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." The speaker is most likely 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) What is the basis of most state legislation that governs advertising?
Answer: State legislation governing advertising is often based on the truth-in-advertising model statute developed in 1911 by Printer's Ink, for many years the major trade publication of the industry. The statute holds that any maker of an ad found to contain "unTrue, deceptive, or misleading" material is guilty of a misdemeanor. Today most states enforce laws patterned after this statute.
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Chapter 3: The Business of Advertising
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Q1) Why is local advertising sometimes called retail advertising?
Answer: Local advertising is sometimes called retail advertising because so much of it is placed by retail stores, but retail advertising is not always local. National retailers like JCPenney and Target also advertise locally. And many businesses besides retail stores use local advertising: banks, movie theaters, auto mechanics, plumbers, radio and TV stations, local politicians, and McDonald's franchises, to name a few.
Q2) One of the distinct groups in the advertising business is the suppliers who act as the communications vehicles paid to present an advertisement to their target audience. A)True
B)False Answer: False
Q3) One of the primary purposes of co-op advertising is to build the manufacturer's brand image.
A)True
B)False
Answer: True
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Chapter 4: Segmentation, Targeting, and the Marketing Mix
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Sample Questions
Q1) Distinguish between primary demand and selective demand.
Q2) When pharmaceutical companies began advertising directly to consumers, it was an example of ____. The pharmaceutical companies realized that consumer demand influences which medications a physician will prescribe.
A) indirect consumer marketing
B) promotion equity
C) scrambled promotion
D) a push strategy
E) a pull strategy
Q3) Maidenform is a global intimate apparel company that designs, sources, and markets products such as bras, panties, and "shape wear" under the Maidenform, Flexees, Lilyette, and Control It brand names. Which branding strategy does Maidenform use?
A) Individual branding
B) Regional branding
C) Psychological branding
D) Private labeling
E) Family branding
Q4) What is the product element?
Q5) List the four variables used in behavioristic segmentation.
Page 6
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Chapter 5: Communication and Consumer Behavior
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Q1) According to the human communication process, a person who responds to an online Starbucks survey is most likely:
A) acting as a source.
B) providing feedback.
C) creating Internet noise.
D) using integrated marketing communications.
E) utilizing a new communication channel.
Q2) List the interpersonal influences on consumer behavior.
Q3) Why is it important for marketers to realize that consumers have limited memories?
Q4) Habit is the natural extension of learning.
A)True
B)False
Q5) The four quadrants of the FCB grid are high involvement or low involvement and:
A) need or want.
B) think or feel.
C) culture or society.
D) peripheral or route persuasion.
E) cognitive or conditioned thinking.
Q6) Describe the model of the consumer perception process.
Page 7
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Chapter 6: Account Planning and Research
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Q1) A manufacturer of down-filled pillows wants to do a postcard survey of owners and operators of bed-and-breakfast inns to determine if it would be financially feasible to do a catalog mailing to this group. If the manufacturer rents the mailing list containing the names and addresses of all hotels in communities larger than 250,000, the sample would most likely lack:
A) reliability.
B) bias.
C) clarity.
D) standardization.
E) validity.
Q2) Advertising strategy research occurs after the creative work has started, and it typically involves free-association tests and sales tests.
A)True
B)False
Q3) When conducting quantitative research, the interviewer should rely heavily on the script provided and should avoid improvising when asking questions.
A)True
B)False
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8
Chapter 7: Marketing, Advertising, and Imc Planning
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Q1) Hops Grillhouse & Brewery, formerly known as Hops Restaurant/Bar/Brewery, unveiled a multimillion dollar brand strategy featuring a new menu intended to "capture consumer preferences for high quality, freshness, and grilled tastes as well as an array of aromas, textures, and price points." Its product mix of handcrafted beer and superior food is unlike that offered by other similar restaurant chain and describes its _____ strategy.
A) segmentation design
B) positioning
C) market segmentation
D) marketing mix
E) diversification
Q2) Briefly describe three methods for setting an advertising budget.
Q3) Distinguish between need-satisfying objectives and sales-target objectives.
Q4) Starting at the bottom of the advertising pyramid, list the five objectives in the order they appear in the pyramid. Briefly describe what an advertiser should do at each of the levels.
Q5) Endcap promotions are messages communicated through packaging and distribution.
A)True
B)False
Q6) What is a SWOT analysis and what does it examine?
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Chapter 8: Creating Ads: Strategy and Process
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Q1) Strategy is at the root of all great creative work.
A)True
B)False
Q2) All of the following are recommended by Bruce Bendinger to improve a Warrior's selling power during a client presentation EXCEPT:
A) structuring the presentation.
B) focusing on the client's needs.
C) discussing the strategy last.
D) rehearsing the presentation.
E) solving the client's problem.
Q3) The ad for Absolut vodka has the following headline: "Absolut Envy." The creatives who designed this ad were most likely trying to create _____ for the alcohol with a play on words to imply that you will be the envy of all your friends if you drink Absolute vodka.
A) desire
B) action
C) conviction
D) credibility
E) comprehension
Q4) Why do most ads fail to resonate with the audience?
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Chapter 9: Creative Execution: Art and Copy
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Q1) Which of the following most likely promotes user engagement on a Web site?
A) Brand equity
B) Interactivity
C) Banner ads
D) Product reviews
E) Privacy policies
Q2) List and briefly describe the five common body copy styles for print advertising.
Q3) Ideally, headlines communicate the complete selling idea and engage the reader quickly.
A)True
B)False
Q4) The additional smaller headline that generally appears below main headline is called a(n):
A) affirmation.
B) directive.
C) subhead.
D) byline.
E) caption.
Q5) List the eight basic formats for radio and TV commercials.
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Chapter 10: Print Advertising
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Q1) A Pottery Barn ad in Martha Stewart Living magazine was printed on high-quality paper stock and shipped to the magazine publisher for inclusion in the March issue. The ad for which the advertiser paid a premium price exemplifies:
A) island halves.
B) a full unit.
C) a gatefold.
D) a junior unit.
E) an insert.
Q2) Describe the two basic types of newspaper formats.
Q3) Why would an advertiser choose to use a bleed page?
Q4) In controlled circulation, the publisher mails the magazine free to individuals who the publisher thinks can influence the purchase of advertised products.
A)True
B)False
Q5) On what does a magazine base its distribution?
Q6) An ad for Ariat brand boots covers the entire page and features a portion of a galloping horse stretched from the inside edge to the outside edge of the page. What type of ad is Ariat using?
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Chapter 11: Broadcast, Cable, and Satellite Media: Television and Radio
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Q1) An advertiser with a limited budget is trying to introduce a paper-based cat litter material into the British Columbia market. What kind of television advertising should it buy?
Q2) What are the advantages of broadcast television advertising? Describe at least three benefits in your response.
Q3) All of the characters on the CBS crime drama Hawaii 5-0 drive Chevrolet vehicles. This is most likely an example of:
A) a synergistic promotion
B) creative licensing
C) product diversification
D) product placement
E) residual fee payment
Q4) Cume persons is also referred to as reach.
A)True
B)False
Q5) Assume that a radio station has an average quarter-hour listenership of 4,200 and the total listening audience in that area is 51,000. A retailer of coins and stamps buys 15 spots. Calculate gross impressions.
Q6) What is a TAP package?
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Chapter 12: Digital Interactive Media
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Questions
Q1) Robert is writing a report about Ty Cobb, a famous baseball player, and needs to gather information. He types "Ty Cobb" into his computer and is given over 30 Web site addresses that contain information about the baseball player. Robert most likely used a(n):
A) central network.
B) search engine.
C) wi-fi browser.
D) addressable medium.
E) web directory portal.
Q2) The most common form of mobile advertising is banner advertising.
A)True
B)False
Q3) A click occurs when a visitor moves the mouse's pointer to a Web link. A)True
B)False
Q4) What is a keyword purchase? Briefly explain how a keyword purchase works.
Q5) The development of Web browsers improved the ease of Web usage. A)True B)False
Q6) Briefly distinguish between a centralized network and a distributed network.
Page 14
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Chapter 13: Out-Of-Home, Direct-Mail, and Promotional Products
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Q1) Outdoor advertising is a relatively new advertising medium.
A)True
B)False
Q2) _____ are reference books that list, describe, and often picture the products sold by a manufacturer, wholesaler, or retailer.
A) Statement stuffers
B) Compiled lists
C) House organs
D) Catalogs
E) Folders
Q3) Transit advertising is best described as:
A) a low-cost, out-of-home medium.
B) a medium with a high degree of status.
C) an ineffective medium for most national advertisers.
D) most effective if the target audience is upper-income consumers.
E) a cross between outdoor advertising and personal sales promotion.
Q4) How does the Highway Beautification Act of 1965 affect outdoor advertising?
Q5) The mobile billboard is a cross between billboards and transit advertising.
A)True
B)False
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Chapter 14: Media Planning and Buying
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Q1) A regional media plan typically uses a combination of local media, the Internet, and regional editions of national magazines.
A)True
B)False
Q2) The _____ describes how the advertiser will achieve its stated media objectives.
A) communications plan
B) media mission
C) marketing mix
D) media strategy
E) media execution
Q3) Assume the sale of Glory brand carrots in Atlanta is 1.33 percent of the brand's total U.S. sales and assume the population of Atlanta is 1.57 percent of the total U.S. population. Calculate the BDI for Glory carrots in Atlanta.
A) 0.8471
B) 2.088
C) 20.88
D) 84.71
E) 8471
Q4) What two methods do advertisers use to accumulate reach?
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Chapter 15: IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion
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Q1) Chad is a sales representative at Great Electronics, an appliance retailer. Every time Chad sells an HG appliance, he receives $1.00 from HG. HG is most likely using _____ to encourage salespeople to pitch the HG brand over other brands.
A) direct promotions
B) instant rebates
C) spiffs
D) supplementary promotions
E) buyback allowances
Q2) The manufacturer of Advil PM, a new pain reliever formulated to aid people sleep, conducted a _____ in which a winner was selected by a chance drawing of entrants' names. Contestants registered by visiting the Advil PM Web site. Each entrant had the same probability of winning the $10,000 grand prize.
A) game
B) contest
C) sweepstakes
D) lottery
E) reward
Q3) What are the four most significant roles personal selling plays in IMC?
Q4) What is slippage? How common is it?
Page 17
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Chapter 16: IMC: Public Relations, Sponsorship, and Corporate Advertising
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Q1) Which of the following would most likely be used by the PR staff of a firm to provide information to employees about meetings, construction plans, or new equipment?
A) Exhibit
B) Bulletin board
C) Viral marketing
D) News release
E) Venue marketing
Q2) What is the most likely reason that public relations communications are viewed as more credible than advertising messages?
A) Many PR communications are in the form of news articles or features stories.
B) All PR communications are verified and researched by independent agencies.
C) Most PR communications are openly sponsored and paid for by large firms.
D) PR communications are limited to non-profit organizations.
E) PR communications are highly specific.
Q3) A video news release is prepared by the company and offered to television stations for a fee.
A)True
B)False
Q4) What is the benefit of news release formats being standardized?
Page 18
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Chapter 17: Producing ADS
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Q1) What are the three phases in the process of producing a recorded radio commercial?
Q2) In a commercial for IHOP, a police officer stops a small car packed with lots of people. "Let me guess." he says. "Stuffed French Toast down at IHOP." The commercial then shows the same people and the officer wolfing down the feast at an IHOP restaurant. Because the commercial portrays people in a lifelike situation, it was made using a _____ production technique.
A) naturalistic
B) portraiture
C) live action
D) special effects
E) reactive
Q3) A(n) _____ commercial for Charmin toilet paper shows cartoon bears in the woods praising the softness and strength of the toilet paper.
A) slice-of-life
B) animated
C) mnemonic
D) special effects
E) presenter-style
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