Consumer Behavior Exam Bank
Course Introduction
Consumer Behavior explores the psychological, social, and cultural factors that influence individuals' purchasing decisions and usage of products and services. The course examines key theories and concepts including perception, motivation, learning, attitudes, decision-making processes, and the impact of family, social groups, and culture on consumer choices. Students will analyze consumer research methods and apply insights to real-world marketing strategies, enabling them to understand the drivers behind consumer actions and develop effective marketing plans tailored to target audiences.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 6th Edition by Kenneth E. Clow
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15 Chapters
2867 Verified Questions
2867 Flashcards
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Page 2
Chapter 1: Integrated Marketing Communications
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) An example of standardization is:
A) using the "Generation Next" theme in all of Pepsi's global markets
B) using women with their faces covered in ads for Islamic countries
C) developing a website in several languages
D) using local salespeople
Answer: A
Q2) Integrated marketing communications affects all of the following except:
A) business-to-business market
B) marketing channel
C) internally directed communications
D) competitors' advertising
Answer: D
Q3) Describe contact points.
Answer: A contact point is any place in which the customer may interact with or acquire information about a firm. This would include advertising, service departments, personal selling situations, and phone calls or Internet inquiries to the company.
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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Chapter 2: Corporate Image and Brand Management
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) New trends in packaging include the following, except:
A) prevent tampering
B) meet consumer needs for speed, convenience, and portability
C) contemporary and striking design
D) designed for ease of use
Answer: A
Q2) The secret to a successful brand is discovering what influences consumers to make purchases.
A)True
B)False Answer: False
Q3) A corporate image contains both visible and intangible elements.
A)True
B)False
Answer: True
Q4) Placing Oreo cookies in Dairy Queen milk shakes is an example of complementary branding.
A)True
B)False Answer: True
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Chapter 3: Buyer Behaviors
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204 Flashcards
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Sample Questions
Q1) Carrie buys a Honda Accord without considering other brands because she really likes the Accord and feels it is the best automobile on the market. Carrie's evaluation of alternatives is best explained by which model?
A) cognitive mapping
B) evoked set
C) multiattribute approach
D) affect referral
Answer: D
Q2) The set of brands a consumer knows about but has neither positive nor negative feelings for is the:
A) inept set
B) inert set
C) cognitive set
D) evoked set
Answer: B
Q3) Consumer values are loosely held attitudes about various topics or concepts.
A)True
B)False
Answer: False
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Page 5
Chapter 4: The IMC Planning Process
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Sample Questions
Q1) Communication objectives are derived from marketing objectives.
A)True
B)False
Q2) The following are methods of segmenting consumer markets, except:
A) demographics
B) industry size
C) psychographics
D) generations
Q3) Mountain Dew's marketing team might learn that the soft drink is considered more hip and trendy than Coke during an analysis of:
A) primary data
B) market segments
C) the company or product's position
D) secondary data
Q4) The following are methods of determining marketing communications budgets, except:
A) objective and task
B) payout planning
C) sales-response function curve
D) quantitative methods
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Chapter 5: Advertising Management
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202 Flashcards
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Sample Questions
Q1) A recent trend in media selection is to:
A) put media planners on the creative team
B) use account planners to work with advertising agencies in designing advertising campaigns
C) involve media companies in the latter stages of advertising campaign design
D) involve media companies in the early stages of the advertising design process
Q2) If a company's media budget numbers are 85-10-5 and uses an external ad agency, this means the company:
A) is spending too much money on creative work
B) should continue using an external advertising agency
C) should discontinue using an external agency and perform the work in-house
D) is spending too much money on media buys
Q3) The executional framework is the:
A) key idea or ideas that an advertisement is to convey
B) key element in an advertisement that taps into or activates a consumer's personal value system
C) design of the advertisement that attracts attention or presents information
D) theme that explains how the message will be delivered in an advertisement
Q4) Name the steps involved in selecting an advertising agency.
Q5) What is a message theme? What does it reflect?
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Chapter 6: Advertising Design: Theoretical Frameworks and Types of Appeals
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200 Flashcards
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Sample Questions
Q1) The attitude sequence of cognitive conative affective is based on the hierarchy of effects model sequence.
A)True
B)False
Q2) To construct a quality leverage point, the creative builds a pathway that connects a:
A) product attribute to the product benefit
B) product attribute to the potential buyer's value system
C) product benefit to the potential buyer's value system
D) personal value to the potential buyer's value system
Q3) The priceless campaign of MasterCard is based on a(n):
A) humor appeal
B) emotional appeal
C) rational appeal
D) fear appeal
Q4) In the past, creatives designing business-to-business ads relied heavily on:
A) a blend of visual and verbal elements
B) the visual component of the ad
C) the verbal component of the ad
D) the leverage point and terminal values
Page 8
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Chapter 7: Advertising Design: Message Strategies and
Executional Frameworks
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Sample Questions
Q1) Using the creative brief, the creative develops a means-end chain, starting with an attribute of the product that generates a specific customer benefit and eventually produces a desirable end state.
A)True
B)False
Q2) When Crest is featured as a "cavity fighter" in its advertising competitors aren't likely to make the same claim. This is an example of which form of cognitive message strategy?
A) generic
B) preemptive
C) hyperbole
D) comparative
Q3) When an accountant serves as a spokesperson in an advertisement for an accounting service, viewers who are also accountants find the ad to be more credible based on:
A) attractiveness
B) similarity
C) likeability
D) persuasiveness
Q4) Name the executional frameworks advertisers can utilize.
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Chapter 8: Traditional Media Channels
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Sample Questions
Q1) In the business-to-business arena, applying recency theory means that ads should appear in a number of outlets rather than a series of ads in one trade journal.
A)True
B)False
Q2) An advertisement on television will have the biggest impact:
A) at the beginning or end of a set of ads
B) in the middle of a set of ads
C) during an infomercial
D) when the ad is 15 seconds rather than 30 or 45
Q3) Which approach suggests that one ad exposure is enough to affect an audience when that person or business needs the product or has an interest in the product?
A) three-hypothesis theory
B) recency theory
C) the media multiplier effect
D) the intrusion value concept
Q4) Name the challenges present in business-to-business media selection and in international media selection.
Q5) What are the primary benefits of magazine advertising? The primary problems?
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Chapter 9: Digital Marketing
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Sample Questions
Q1) When goods and services are sold on the Internet, the approach to marketing is known as:
A) retail by e-mail
B) viral marketing
C) e-commerce
D) vicarious shopping
Q2) Key implications of customer-generated reviews include the following, except:
A) too many negative reviews and low-star ratings will be harmful to a company
B) reviews stress the importance of consistent high-quality customer products and services
C) positive reviews will have a positive impact on sales
D) reviews provide information on how a company's product is being evaluated by customers and how the brand compares to competing brands
Q3) The Web phase of Internet and social media, customer engagement, cloud operations, and Web participation was:
A) Web 1.0
B) Web 2.0
C) Web 3.0
D) Web 4.0
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Page 11
Chapter 10: Alternative Marketing
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200 Flashcards
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Sample Questions
Q1) With stealth marketing, brand ambassadors show and talk about a product to others:
A) without disclosing their true relationship with the brand
B) and only disclose their relationship with the brand when asked
C) after revealing their relationship with the brand
D) only when they are asked by other individuals
Q2) In terms of a company generating buzz about its product, research has indicated that to generate true word-of-mouth communications from actual customers they must be aware of the brand, which typically requires:
A) the use of alternative marketing programs
B) advertising through traditional channels
C) guerilla marketing efforts
D) a high level of brand equity
Q3) To increase their effectiveness, brand ambassadors that are sponsored by a company are asked to hide their connections with the brand.
A)True
B)False
Q4) What is experiential marketing?
Q5) Discuss the factors that are necessary for effective point-of-purchase displays.
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Chapter 11: Database and Direct Response Marketing and Personal Selling
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Sample Questions
Q1) Direct response marketing or direct marketing is vending products to customers without the use of other channel members.
A)True
B)False
Q2) In purchasing a direct mailing list, a compiled list consists of individuals who have:
A) met a specific demographic profile
B) responded to previous direct mail offers made by the company purchasing the list
C) made purchases or responded to direct mail offers in the past
D) responded to a direct mail offer within the last 30 days
Q3) The following are principles for building a successful frequency or loyalty program, except:
A) exclude less valuable customers through data mining
B) design the program to enhance the value of the product
C) calculate the full cost of the program
D) design a program that maximizes the customer's motivation to make the next purchase
Q4) Identify and describe the two primary types of data coding processes.
Q5) Identify and define the four types of sales presentation.
Page 13
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Chapter 12: Sales Promotions
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203 Flashcards
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Sample Questions
Q1) Brand-loyal consumers purchase only one particular brand and do not respond to consumer promotions unless it is for their particular brand.
A)True
B)False
Q2) A Star Wars action figure given when a customer buys a Whopper meal at Burger King would be a(n):
A) bounce-back premium
B) in- or on-package premium
C) store or manufacturer premium
D) self-liquidating premium
Q3) The delivery of a product to consumers for their use or consumption for free is a:
A) coupon program
B) premium
C) bonus pack
D) sampling program
Q4) For contests and sweepstakes, what is the difference between extrinsic value and intrinsic value in prizes?
Q5) What are the four categories of consumers?
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Chapter 13: Public Relations and Sponsorship Programs
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Sample Questions
Q1) When a firm supports a specific event, such as the Special Olympics, it is:
A) sponsorship marketing
B) event marketing
C) cause-related marketing
D) tie-in marketing
Q2) In terms of consumer segments, both the True Blue Greens and the Sprouts are heavy users of green products.
A)True
B)False
Q3) Unless a sponsorship is surrounded by supporting marketing efforts, the money invested may not accomplish its objectives.
A)True
B)False
Q4) If a company uses an apology strategy in a negative crisis situation, it will only work if the public feels the apology is sincere and heartfelt.
A)True
B)False
Q5) Discuss the various damage control strategies that can be used by a firm.
Q6) What are the two forms of preventive damage control measures?
Page 15
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Chapter 14: Regulations and Ethical Concerns
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Sample Questions
Q1) If after an administrative hearing a company is still not satisfied with the ruling of the Federal Trade Commission (FTC), the next step is to:
A) appeal the decision to the Court of Appeals
B) hold a hearing before the full FTC
C) appeal the decision to the Supreme Court
D) hold a hearing before an administrative law judge
Q2) When an organization creates an impression that it is a sponsor of a major event when it is not, it is:
A) allusion marketing
B) incidental marketing
C) distractive marketing
D) saturation marketing
Q3) In terms of ethical frameworks for reasoning, making decisions based on what is the greatest good for the greatest number of people is:
A) utilitarianism
B) individualism
C) the justice approach
D) the rights approach
Q4) What is a trade regulation?
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Chapter 15: Evaluating an Integrated Marketing Program
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Sample Questions
Q1) The use of the Internet for copytesting is quickly replacing both the portfolio and theater tests.
A)True
B)False
Q2) Copytesting conducted online offers agencies a measure of an advertisement's potential when it receives a viewer's complete, 100 percent attention.
A)True
B)False
Q3) A storyboard is used to outline the structure of:
A) a radio ad
B) a television ad
C) an Internet ad
D) print ads
Q4) Scanner data makes it possible for results from a test market to become quickly available to managers.
A)True
B)False
Q5) What items should be identified when evaluating an advertising program?
Q6) What can test markets assess?
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