Consumer Behavior
Exam Materials
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. This course examines key theories and models of consumer decision-making, motivation, perception, learning, and attitude formation. Students will analyze how personal values, lifestyle, family, and reference groups impact buying patterns and brand loyalty. Through real-world case studies and research projects, the course equips students with insights into market segmentation, targeting, and the development of effective marketing strategies tailored to specific consumer needs and preferences.
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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Chapter 1: Integrated Marketing Communications
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) The push for accountability is being driven by chief executive officers, brand managers, creatives, and account managers.
A)True
B)False
Answer: False
Q2) In terms of the changes in tasks performed by individuals involved in advertising, which statement below is true?
A) Account executives now control the channel of communication with advertising agencies.
B) The role of the account planner has become more important.
C) Advertising agencies have become the leader in developing integrated marketing communications.
D) A new partnership among account executives, brand managers, account planners, and creatives has emerged.
Answer: D
Q3) Communication is defined as transmitting, receiving, and processing information. A)True
B)False
Answer: True
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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) In recent years, loyalty toward retail stores has been declining, while loyalty toward individual brands has been increasing.
A)True
B)False
Answer: False
Q2) When Black and Decker introduced a new form of wrench with the name "Black and Decker Adjustable Wrench," which was being used?
A) family brand
B) cooperative brand
C) flanker brand
D) complementary brand
Answer: A
Q3) Brand infringement occurs when a company creates a brand name that closely resembles a popular or successful brand.
A)True
B)False
Answer: True
Q4) What are the four types of corporate names?
Answer: Overt names, implied names, conceptual names, iconoclastic names.
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Chapter 3: Buyer Behaviors
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204 Verified Questions
204 Flashcards
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Sample Questions
Q1) Julian, the owner of a small company asks his secretary to call some of the local office supply stores and locate two that would offer a good deal on a new copy machine. In performing this task, the secretary is assuming which initial roles within the buying center?
A) user and gatekeeper
B) user and buyer
C) user, decider, and influencer
D) buyer and gatekeeper
Answer: A
Q2) Heuristics that are used in purchase decision-making are created by company goals, budgets, and other organizational factors.
A)True
B)False
Answer: True
Q3) A person who considers only Pepsi or Mountain Dew when purchasing a soft drink employs his or her evoked set in evaluating purchase alternatives.
A)True
B)False
Answer: True
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Page 5
Chapter 4: The IMC Planning Process
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201 Flashcards
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Sample Questions
Q1) Celestial Seasonings focuses on the healthy aspect of its green tea. This is an example of product positioning by:
A) product user
B) product class
C) use or application
D) product attribute
Q2) In using the payout planning method of developing a marketing communications budget, the larger amounts of dollars would be spent on marketing communications:
A) in the early years to build brand awareness and brand equity
B) in the middle years to build brand equity and brand preference
C) in the later years to maintain market share
D) when the market share is the lowest
Q3) Applied Microbiology used which method to segment the business market by combining geographic area data for dairy farmers with demographic and psychographic information?
A) product usage
B) NAICS/SIC code
C) geodemographics
D) size of business
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Page 6
Chapter 5: Advertising Management
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202 Verified Questions
202 Flashcards
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Sample Questions
Q1) When advertising is combined with other marketing efforts into a larger, more integrated effort revolving around a theme; it is known as a promotional campaign.
A)True
B)False
Q2) The following are components of a creative brief, except:
A) stating which media will be used in the campaign
B) the objective of the campaign
C) the target market for the campaign
D) outlining the message theme
Q3) In terms of the 75/15/10 rule, the 10 represents the amount of money that is spent on creating or designing the ads.
A)True
B)False
Q4) In terms of selecting an advertising agency, without clearly understood goals, it is virtually impossible to choose an agency because company leaders may not have a clear idea of what they want to accomplish.
A)True
B)False
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Chapter 6: Advertising Design: Theoretical Frameworks and Types of Appeals
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) The Mcgarrybowen Advertising Agency bases its work on storytelling along with marketing research.
A)True
B)False
Q2) A shopper who sees an item in a store, becomes intrigued, asks for information, and then makes a purchase is following the sequence of the hierarchy of effects model.
A)True
B)False
Q3) Which level of fear is most likely to succeed in an advertisement?
A) a low, non-threatening level
B) a moderate level
C) high levels
D) it's not the level of fear that matters, it's the type
Q4) A nude male on a calendar for household furniture is a(n):
A) source or spokesperson
B) decorative model
C) example of subliminal advertising
D) example of overt sexuality
Page 8
Q5) What is a scarcity ad? How is scarcity created?
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Chapter 7: Advertising Design: Message Strategies and
Executional Frameworks
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) The three categories of message strategies are cognitive strategies, affective strategies, and brand strategies.
A)True
B)False
Q2) Which conative message strategy is linked to promotions, such as coupons, premiums, and sweepstakes?
A) unique selling proposition
B) emotional
C) action-inducing
D) promotional support
Q3) One of the major keys to successfully using the informative execution is:
A) using customers in the ad
B) placement of the ad
C) the selection of the right media
D) the type of appeal that is used
Q4) The "Soup is Good Food" tag line used by Campbell's Soup is an example of hyperbole in advertising.
A)True
B)False
Q5) Name the five major forms of cognitive strategies.
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Chapter 8: Traditional Media Channels
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200 Flashcards
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Sample Questions
Q1) The number of times a target audience must be exposed to a message to achieve a particular objective is called:
A) gross rating points
B) effective reach
C) effective frequency
D) opportunities to see (OTS)
Q2) The following are advantages of using radio, except:
A) high segmentation potential
B) flexibility in making new ads
C) able to modify ads to local conditions
D) easy national purchase procedures
Q3) Radio is a viable medium for business-to-business ads because it can reach business people while in transit to work and during office hours if they have the radio on at work.
A)True
B)False
Q4) The person who buys space and also negotiates rates, times, and schedules for ads is normally the creative.
A)True
B)False
Page 10
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Chapter 9: Digital Marketing
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200 Flashcards
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Sample Questions
Q1) Mobile marketing provides a social device that links individuals to social networks where they can post comments, pictures, and videos as well as read the thoughts of others.
A)True
B)False
Q2) Web analytics is the process of analyzing the following, except:
A) where consumers went on a brand's website
B) what consumers did within the website
C) how the individual feels about the website
D) what other sites were visited by the individual
Q3) The largest source of display ads on social media networks is with:
A) YouTube
B) micro-sites
C) niche social network sites
D) Facebook
Q4) Using traditional media to promote and attract customers to a website is:
A) cyberbranding
B) brand spiraling
C) off-line branding
D) viral marketing
Page 11
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Chapter 10: Alternative Marketing
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200 Verified Questions
200 Flashcards
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Sample
Questions
Q1) The majority of the money spent at mass-merchandisers and supermarkets results from unplanned, impulse purchases.
A)True
B)False
Q2) According to consumers, ceiling banners and overhead mobiles are the most engaging.
A)True
B)False
Q3) Which of the following consumers creates the most ideal form of buzz marketing for Guess jeans?
A) Vanessa truly likes Guess jeans and tells others about how nice they are.
B) Trinity likes Guess jeans, which allowed Guess' marketers to sponsor her to tell others about the brand.
C) Guess has created a blog about Guess jeans and invites consumers to participate and offer their opinions, good and bad.
D) Guess has one of its employees pose as a customer on her personal blog telling others about how great the jeans are.
Q4) What is lifestyle marketing?
Q5) What is guerilla marketing? How is it different from traditional 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) The direct marketing technology that allows for customized printing of material is called:
A) data mining
B) digital direct-to-press
C) digital computerization
D) direct press
Q2) Vending products to customers without the use of other channel members is:
A) database marketing
B) direct marketing or direct response marketing
C) indirect marketing
D) by-pass marketing
Q3) In trying to convince a prospect to switch vendors, the lower the switching costs, the more difficult it will be to convince them to switch to a new vendor.
A)True
B)False
Q4) Data mining normally involves building profiles of consumer groups and preparing models that predict future purchase behaviors.
A)True
B)False
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Chapter 12: Sales Promotions
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203 Verified Questions
203 Flashcards
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Sample Questions
Q1) Providing a small sample of laundry detergent with the purchase of dryer sheets is called:
A) direct sampling
B) response sampling
C) cross-ruff sampling
D) media sampling
Q2) Cooking food in a grocery store and giving small pieces of the food to consumers who pass by is which form of sampling?
A) in-store distribution
B) direct
C) response
D) cross-ruffing
Q3) When samples are mailed or delivered door-to-door, which form of sampling is being used?
A) in-store distribution
B) direct
C) bonus pack
D) cross ruffing
Q4) What are the four categories of consumers?
Q5) How can a company build a successful premium program?
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Chapter 13: Public Relations and Sponsorship Programs
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201 Verified Questions
201 Flashcards
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Sample Questions
Q1) Damage control and greenwashing are essentially the same public relations practices.
A)True
B)False
Q2) An apology strategy is an impression management technique that is often used by companies in reacting to negative events.
A)True
B)False
Q3) An expression of innocence is a form of impression management.
A)True
B)False
Q4) In using an apology strategy to a crisis situation, the firm must acknowledge its inappropriate behavior and make a commitment not to engage in any further inappropriate behavior.
A)True
B)False
Q5) Green marketing is the development and promotion of products that are environmentally safe.
A)True
B)False
Page 15
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Chapter 14: Regulations and Ethical Concerns
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200 Flashcards
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Sample Questions
Q1) Both Reebok and Skechers were forced to pay fines for misleading advertising of show products.
A)True
B)False
Q2) When a statement is made that is deemed to be puffery, the concept of substantiation applies.
A)True
B)False
Q3) In terms of ethical frameworks for reasoning, utilitarianism is:
A) a method of decision making based on treating all people fairly and consistently
B) the degree to which society values personal goals, personal autonomy, privacy over group loyalty, commitments to group norms, involvements in collective activities, social cohesiveness, and intense socialization
C) a means of making decisions based on what is the greatest good for the greatest number of people
D) a means of making decisions based on the belief that each person has fundamental rights that should be respected and protected
Q4) Identify the primary concerns and criticisms of advertising.
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Chapter 15: Evaluating an Integrated Marketing Program
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154 Flashcards
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Sample Questions
Q1) A copytest is used when the marketing piece is finished or is in the final stages of development.
A)True
B)False
Q2) With advertising tracking research, tests can be performed to measure the following, except:
A) effectiveness of media buys
B) general measure of the effect of media weight (media spending)
C) quality of the ad's message and execution
D) level of web chatter about the ad and brand
Q3) What can test markets assess?
Q4) POPAI, or Point-of-Purchase Advertising International, measures the impact of coupons and in-store discounts on sales figures.
A)True
B)False
Q5) Evaluation or testing of advertising communications can occur at any stage of the development process.
A)True
B)False
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