Advertising and Promotion
Final Test Solutions
Course Introduction
Advertising and Promotion explores the principles and practices involved in creating effective advertising campaigns and promotional strategies within various media channels. The course examines key topics such as audience identification, message development, media planning, budgeting, and the integration of digital and traditional marketing methods. Students will learn how advertisers use creative techniques and research to influence consumer behavior, build brand awareness, and achieve communication objectives. Through case studies and practical assignments, the course provides a comprehensive understanding of the role of advertising and promotion in contemporary marketing.
Recommended Textbook Consumer Behavior 10th Edition by Michael
R. Solomon
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14 Chapters
1260 Verified Questions
1260 Flashcards
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Page 2
Chapter 1: Buying, Having, and Being
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) In an online ________, members share opinions and recommendations about products.
A) market segment
B) consumption community
C) marketing database
D) culture jam
Answer: B
Q2) List and briefly characterize four types of relationships a person might have with a product. Be specific.
Answer: Four types of relationships are: 1) self-concept attachment-the product helps to establish the user's identity; 2) nostalgic attachment-the product serves as a link with a past self; 3) interdependence-the product is a part of the user's daily routine; and, 4) love-the product elicits emotional bonds of warmth, passion, or another strong emotion.
Q3) A paradigm is a belief that guides an understanding of the world.
A)True
B)False
Answer: True
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Chapter 2: Perception
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) When a gas station blows "fresh coffee smell" around the gas pumps to tempt customers to come inside for a cup, the gas station is using a form of ________ marketing to influence customers.
A) one-on-one
B) subliminal
C) differentiated
D) sensory
Answer: D
Q2) The ________ for a brand guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the marketplace relative to its competitors.
A) positioning strategy
B) Gestalt psychology
C) sensory signature
D) priming strategy
Answer: A
Q3) The absolute threshold is dependent upon how strong a marketer makes a stimulus.
A)True
B)False
Answer: False
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Chapter 3: Learning and Memory
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Frank is sitting in his Psychology 101 class listening to his professor attempt to explain the "black box" process and its connection with learning. He suddenly smells the aroma of fresh cinnamon rolls and his mouth begins to water. He looks around and sees a student in the last row bite into a big, juicy roll. "I wish I were sitting next to him," Frank thinks, "because I know I could steal a bite." What Frank just went through in class was similar to the "black box" process being described by his professor. This process is most closely associated with which of the following learning methods?
A) incidental learning
B) Gestalt learning
C) cognitive learning
D) behavioral learning Answer: D
Q2) The observational learning process begins with a step called motivation. A)True B)False
Answer: False
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Chapter 4: Motivation and Global Values
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) The emic perspective encourages businesspeople to look at cultures as being more alike than different.
A)True
B)False
Q2) Understanding consumer involvement has proven to be quite straightforward because it generally means the same thing to almost all consumers and researchers.
A)True
B)False
Q3) Rico has decided to change his lifestyle and is loading up on green vegetables in the serving line (rather than fries). He knows that the nutritional value of the fresh green vegetables will be great for his health. Rico is satisfying hedonic needs with his actions.
A)True
B)False
Q4) Susan most likely will have an approach-avoidance conflict when she considers buying a new fur coat with her Christmas bonus.
A)True
B)False
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6
Chapter 5: The Self
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Briefly describe the two different types of goals that many Western societies, including the United States, expect males and females to pursue.
Q2) Dove's Campaign for Real Beauty features women with imperfect bodies modeling in advertisements for skin and hair care products. The nature of the social comparison that occurs when a consumer uses these marketing images as a benchmark is likely different than the social comparison that occurs when a consumer sees advertisements for other skin and hair care products.
A)True
B)False
Q3) The extended self is comprised of ________.
A) our actual and ideal selves
B) our actual and virtual selves
C) external objects we consider a part of us
D) our body image and self-esteem
Q4) A consumer is attached to an object to the extent that she relies upon it to maintain her self-concept.
A)True
B)False
Q5) Explain how the concept of self-esteem is used in advertising.
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Chapter 6: Personality and Psychographics
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Marketing research has indicated that consumers have difficulty assigning personality qualities to most everyday, functional products.
A)True
B)False
Q2) Which of the following is based on the concept that "birds of a feather flock together"?
A) parallel scaling
B) psychometric synchronization
C) bimodal scaling
D) geodemography
Q3) Personality refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.
A)True
B)False
Q4) According to Freudian theory, a person's True motivation for buying a product may be forever hidden from the customer's conscious mind.
A)True
B)False
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Page 8
Chapter 7: Attitudes and Persuasion
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Researchers have added to the original Fishbein multiattribute model. The name of this extended-Fishbein model is the ________.
A) linked Fishbein model
B) theory of reasoned action
C) Phillips approach
D) subjective norm model
Q2) In general, when the source of a message is perceived as attractive, the message will be more effectively communicated.
A)True
B)False
Q3) The two-factor theory suggests that there is no limit to the optimal number of repetitions for a message.
A)True
B)False
Q4) The traditional communication model that regards a broadcast message as perishable doesn't work as well with narrowcasting as it does with broadcasting.
A)True
B)False
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Chapter 8: Decision Making
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90 Verified Questions
90 Flashcards
Source URL: https://quizplus.com/quiz/29007
Sample Questions
Q1) When using the ________ rule of decision-making, a consumer evaluates brands on the most important attribute, but specific cutoffs are imposed.
A) lexicographic
B) elimination-by-aspects
C) conjunctive
D) compensatory
Q2) Incidental learning occurs after a very concentrated search for information.
A)True
B)False
Q3) A consumer who uses a few simple decision rules to arrive at a purchase decision is using which of the following?
A) routine decision making
B) limited problem solving
C) graduated response behavior
D) extended problem solving
Q4) A satisficer is more likely to experience the Sisyphus Effect than is a maximizer.
A)True
B)False
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Page 10
Chapter 9: Buying and Disposing
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90 Verified Questions
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Sample Questions
Q1) A typical antecedent state that a consumer might experience as he or she approaches the purchase environment is ________.
A) time pressure
B) sales interactions
C) product disposal
D) point-of-purchase stimuli
Q2) In Las Vegas, properties have assumed themes that range from modern New York to ancient Egypt. This attempt at retail theming stresses the importance of the postpurchase process.
A)True
B)False
Q3) The aim of total quality management is to ________ and increase quality.
A) reduce dissatisfaction
B) simplify disposal
C) reduce errors
D) promote recycling
Q4) A typical antecedent state is product disposal.
A)True
B)False
Q5) What is the difference between unplanned buying and impulse buying?
Page 11
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Chapter 10: Organizational and Household Decision Making
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Psychologist Jean Piaget believed that children pass through distinct stages of
A) consumer socialization
B) multiple-intelligence
C) role differentiation
D) cognitive development
Q2) The 1990 Children's Television Act restored all of the restrictions on television advertising to children that were originally put in place by the Federal Trade Commission in the 1970s.
A)True
B)False
Q3) Ellen was asked to fill out a questionnaire. She described herself as more likely to engage in exercise, more likely to go out to bars and restaurants, and more likely to consume more alcohol than people in other age groups. Which of the family life cycle categories would Ellen best fit?
A) young bachelors and newlyweds
B) families with young children
C) families with older children
D) older couples without children
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Page 12
Chapter 11: Groups and Social Media
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Sam and Jackson have just returned from a Houston Astros game at the new Astros ballpark. The ballpark really impressed them. What really caught their attention, however, was the unique way that Coca-Cola sold its products. There were roving teams of "Cola Buddies" moving throughout the crowd during the game. These teams were passing out "free coupons" for Cokes, souvenir cups, dugout passes, and free tickets to next week's game. Sam and Jackson will always remember how great their day at the ballpark was and will certainly choose Coca-Cola when given the opportunity. This is an example of which of the following communication strategies?
A) foot-in-the-door marketing
B) viral marketing
C) guerrilla marketing
D) demand-based marketing
Q2) Political candidates who get the most media exposure are more likely to win an election because of the effect of ________ in determining one's set of referents.
A) propinquity
B) mere exposure
C) group cohesiveness
D) reference bias
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Chapter 12: Social Class and Lifestyles
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Trisha grew up in a drug-ridden inner city neighborhood. Through sheer determination and intelligence, Trisha is now a medical doctor teaching on the staff of a large university hospital. Trisha is proud of what she has accomplished, but sometimes she feels like she isn't quite sure who she really is. The concept of ________ assesses the impact of such inconsistencies.
A) status crystallization
B) hierogamy
C) habitus
D) invidious distinction
Q2) Explain how the relationship between England's class structure and consumption has recently begun to change.
Q3) Social class appears to be a poor predictor of purchases that have symbolic aspects and low to moderate prices (such as liquor and cosmetics).
A)True
B)False
Q4) Some theorists do not include income in their measure of social class, arguing that it is unnecessary. Defend this point of view and also explain why income is added when measuring social class in marketing.
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Page 14
Chapter 13: Subcultures
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Originally, another name for Generation X was "slackers."
A)True
B)False
Q2) The cohort of consumers born between 1965 and 1985 has been labeled ________, or "baby busters."
A) War Babies
B) The Lost Generation
C) Generation X
D) Baby Boomlets
Q3) Nostalgia is important to marketers but they have no way of measuring it.
A)True
B)False
Q4) An age ________ consists of people of similar ages who have undergone similar experiences.
A) culture
B) paradigm
C) cohort
D) model
Q5) Who are "born-again Christians," and why are marketers interested in this group?
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Q6) Describe the baby boomer market and the impact it has had on marketing efforts.
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Chapter 14: Culture
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Which functional area of culture is most closely related to the idea of a common worldview?
A) ecology
B) social structure
C) ideology
D) socio-psychology
Q2) Shira wants to prove that even the most mundane of objects can be sacralized through the process of objectification. She should use examples of hoarding to support her argument.
A)True
B)False
Q3) In many cultures, stories feature talking animals that act as mediating figures.
A)True
B)False
Q4) Use the example of a political campaign to discuss the relationship between various cultural formulas and reality engineering.
Q5) Identify what the term cooptation means. Give an illustration of the concept and demonstrate how it applies to the movement of meaning as shown in the text.
Q6) Define monomyth. Give an illustration.
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