Consumer Behavior
Exam Solutions
Course Introduction
Consumer Behavior explores the psychological, social, and cultural processes that influence consumers purchasing decisions and use of products and services. The course examines topics such as perception, motivation, learning, attitudes, decision-making, and the effects of group and cultural influences on behavior. Students gain insights into how businesses and marketers can analyze and respond to consumer needs, develop effective marketing strategies, and predict emerging trends in consumer preferences. Practical applications include interpreting market research, segmenting target audiences, and designing persuasive marketing communications.
Recommended Textbook
Contemporary Advertising and Integrated Marketing Communications 14th Edition by William Arens
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Page 2
Chapter 1: Advertising and IMC Today
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105 Flashcards
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Sample Questions
Q1) A(n) _____ is one in which the salesperson or company contacts customers from time to time with suggestions about improved product use or helpful new products.
A)reactive relationship
B)accountable relationship
C)partnership
D)basic transactional relationship
E)proactive relationship
Answer: E
Q2) Which of the following is true about a company's stakeholders?
A)An employee cannot be a stockholder.
B)There is often significant overlap in stakeholder roles.
C)Stakeholders uniformly require reactive relationships.
D)The number of stakeholders is unimportant in marketing.
E)Product messages have negligible influence on a stakeholder's relationship decision. Answer: B
Q3) What are the three literary forms used in advertising messages?
Answer: Advertising messages typically use one or a blend of three literary forms: autobiography, narrative, or drama.
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3
Chapter 2: The Big Picture: The Evolution of Imc
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Q1) Canada is a popular tourist destination. Many tourists visit the country because of its scenic beauty. This spate of visitors every year has led to the possibility of ecological disasters in the area. In response, government officials and environment protection groups are currently trying to check the number of tourists visiting the country. They could use a(n) _____ strategy to accomplish this objective.
A)diversification
B)eco marketing
C)market segmentation
D)demarketing
E)relationship marketing
Answer: D
Q2) In the context of early advertising, what were the benefits of the introduction of printing?
Answer: The introduction of printing allowed facts to be established, substantiated, recorded, and transported. Movable letters provided the flexibility to print in local dialects. This new technology made possible the early instances of advertising-posters, handbills, and signs-and, eventually, the first mass medium-the newspaper.
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Chapter 3: The Big Picture: Economic and Regulatory Aspects
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Sample Questions
Q1) David visited the supermarket to buy soft drinks. In this instance, David's demand for soft drinks can be classified as _____.
A)selective demand
B)primary demand
C)unwholesome demand
D)latent demand
E)negative demand
Answer: B
Q2) Under current law, the only product claims that are considered deceptive are those that:
A)are factually false.
B)do not provide complete information.
C)violate public policy.
D)cannot be substantiated.
E)are both exaggerated as well as subjective.
Answer: A
Q3) Avoiding negative stereotypes is the same as ignoring cultural diversity.
A)True
B)False
Answer: False
Page 5
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Chapter 4: The Scope of Advertising: From Local to Global
Part Two: Crafting Marketing and Advertising Strategies
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Q1) Multinational companies that use a customized approach to marketing and advertising in all countries are considered global marketers.
A)True
B)False
Q2) Local advertisers and national advertisers differ in terms of:
A)credibility, autonomy, and sources.
B)ad penetration, autonomy, and promotional strategies.
C)focus, time orientation, and resources.
D)focus, promotional themes, and advertising vehicles.
E)credibility, relationships, and focus.
Q3) Briefly discuss the four Cs of client/agency relationship.
Q4) Nonprofit organizations like charities and arts organizations are types of local advertisers.
A)True
B)False
Q5) Transit advertising is an effective and inexpensive medium to reach the public while they're in the retail neighborhood.
A)True
B)False
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Chapter 5: Marketing and Consumer Behavior: The
Foundations of Advertising
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Sample Questions
Q1) According to the _____, people strive to justify their behavior by reducing the inconsistency between their perceptions or beliefs and reality.
A)Elaboration Likelihood Model
B)stimulus-response method
C)equity theory
D)theory of cognitive dissonance
E)expectancy theory
Q2) An advertisement for car tires shows how road accidents can be summarily avoided if the consumer buys the brand. According to Maslow's hierarchy of needs, which of the following levels of needs does the advertisement promise to satisfy?
A)Physiological need
B)Social need
C)Self-actualization need
D)Safety need
E)Esteem need
Q3) Habit is the natural extension of learning.
A)True
B)False
Q4) Describe transformational motives in brief.
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Chapter 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy
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Sample Questions
Q1) The usual purpose of advertising is to inform, persuade, and remind customers about particular products and services.
A)True
B)False
Q2) Product concept refers to the way the marketer mixes and blends the 4 Ps to create the company's marketing strategy.
A)True
B)False
Q3) In terms of user status, aware nontriers:
A)typically use a particular brand but have an alternative selection if it is not available or if the alternative is promoted with a discount.
B)use competitive products in the category but have not taken a liking to a particular brand.
C)perceive two or more brands to have superior attributes and will buy at full price.
D)choose one brand exclusively.
E)respond to a brand's IMC messages but do not like the product.
Q4) Define direct distribution.
Q5) Describe the maturity stage of the product life cycle.
Page 8
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Chapter 7: Research: Gathering Information for Imc Planning
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Q1) _____, a category of IMC research, provides the advertiser with useful guidelines for future advertising by evaluating the effectiveness of an individual ad or an entire ad campaign after it runs.
A)Pretesting
B)Concept research
C)Portfolio testing
D)Posttesting
E)Sales experimentation
Q2) Company records are often a valuable source of secondary information.
A)True
B)False
Q3) The _____ refers to the situation when respondents rate messages that make the best first impression as the highest in all categories.
A)Hawthorne effect
B)perceived impact
C)halo effect
D)echo impact
E)confirmation bias
Q4) What are the disadvantages of pretesting?
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Chapter 8: Marketing and Imc Planning
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Q1) Which of the following is true of the IMC approach to marketing and campaign planning?
A)IMC activities start with the brand and work back to the customer.
B)It emphasizes the separation of marketing and communications planning.
C)It moves a company's sales objective or profit goals further up in the planning process.
D)It helps a company focus on its profit goals by starting the planning process with a database.
E)Using the outside-in process, the IMC approach starts with the customer.
Q2) A(n) _____ declares what the marketer wants to achieve with respect to consumer awareness, attitude, and preference.
A)product concept
B)SWOT analysis
C)IMC objective
D)advertising message
E)mission statement
Q3) Briefly describe the importance of a mission statement.
Q4) Describe the five communication objectives in terms of the IMC pyramid.
Q5) Which method of developing an IMC budget is also known as the budget buildup method?
Page 10
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Chapter 9: Planning Media Strategy: Disseminating the
Message Part Three: Creating Advertisements and Commercials
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Q1) In terms of media planning, _____ refers to the number or percentage of the audience which receives enough exposures to truly receive the message.
A)continuity
B)exposure value
C)recency planning
D)effective reach
E)effective frequency
Q2) Advertising is most effective when it positions a product as part of the solution that consumers seek.
A)True
B)False
Q3) Briefly describe how a media strategy statement should be written.
Q4) List at least five examples of nontraditional advertising media.
Q5) A low brand development index and a high category development index indicate a brand is selling unusually well given the low demand for the product category.
A)True
B)False
Q6) Describe how spillover media pose a problem for global marketers. Page 11
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Chapter 10: Creative Strategy and the Creative Process
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Sample Questions
Q1) Which of the following statements about the psychological impact of color is true?
A)Black conveys sophistication.
B)Yellow is considered to be the "most edible color."
C)Deep violet is associated with energy and heat.
D)Brown is considered a feminine color.
E)Red is considered to be the hottest color with the highest "action quotient."
Q2) The final block of the creative pyramid, _____, reaches the smallest audience but those with the most to gain from the product's utility.
A)desire
B)interest
C)credibility
D)conviction
E)action
Q3) The Explorer, an imaginary role adopted by creatives, experiments and plays with a variety of approaches, looking for an original idea.
A)True
B)False
Q4) Describe Roger Von Oech's four-step creative model.
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Page 13
Chapter 11: Creative Execution: Art and Copy
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Q1) The _____ refers to an additional smaller headline that can appear above the headline or below it.
A)body copy
B)lead-in paragraph
C)subhead
D)sig cut
E)trial close
Q2) One of the most challenging aspects of developing a radio copy is to prevent it from sounding intrusive.
A)True
B)False
Q3) Which of the following is true of the design element of an ad with a high recall?
A)The total headline area should always fill 70 percent of the total ad space.
B)Body copy should be minimized if the ad is selling high-involvement products.
C)Company signatures should occupy more than 40 percent of the total ad area.
D)The logo of the company should be included to let readers know who placed the ad.
E)The ad should give equal amounts of space to every design element.
Q4) What is the role of a headline in a print ad?
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Page 14
Chapter 12: Print, Electronic, and Digital Media Production
Part Four: Using Advertising Media
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Q1) What does an agency mean when it says that print production is at the blueline?
Q2) _____ is a technique of producing television commercials which refer(s) to cartoons, dancing puppets, and demonstrations in which inanimate objects come to life.
A)Live action
B)Special effects
C)Avatars
D)Animation
E)Mnemonics
Q3) Kerning refers to adding extra space between lines to give a more "airy" feeling to the copy.
A)True
B)False
Q4) Local and regional advertisers prefer prerecorded music available for commercial use from the studio or radio station due to the high cost of original music.
A)True
B)False
Q5) What is the difference between line art and halftone screens?
Page 15
Q6) Describe the postproduction phase of the production process of a TV commercial.
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Chapter 13: Using Print Media
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Q1) In terms of the classification of business publications based on readership, a(n) _____ covers a specific industry in all its aspects.
A)base publication
B)integrated publication
C)vertical publication
D)primary publication
E)secondary publication
Q2) On the basis of physical size, the _____ newspaper is about 22 inches deep and 13 inches wide and is divided into six columns.
A)broadsheet
B)standard-size
C)compact
D)Berliner
E)tabloid
Q3) What are the three dates that affect magazine purchases?
Q4) An advertiser can ensure a preferred position for an ad on a given page by paying run-of-paper advertising rates.
A)True
B)False
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Chapter 14: Using Electronic Media: Television and Radio
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Q1) _____ identifies the average number of people listening to a specific station for at least five minutes during a 16-minute period of any given daypart.
A)Run-of-station
B)Total audience plan
C)Gross rating points
D)Average quarter-hour share
E)Average quarter-hour audience
Q2) In terms of dayparts, prime time tends to be viewed most heavily by women.
A)True
B)False
Q3) Broadcast TV reaches its audience through wires, which may be strung from telephone poles or laid underground.
A)True
B)False
Q4) When companies sponsor programs, the public more readily identifies with the product(s) due to the prestige of sponsoring first-rate entertainment.
A)True
B)False
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Chapter 15: Using Digital Interactive Media
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Sample Questions
Q1) Uranus, a Web site dealing with the latest trends in fashion has a banner link to an online clothes retailer. When consumers purchase from the retailer, through this link, the site publisher receives a percentage of the sale for showing the banner. On the basis of the given information we can say that this is an example of:
A)cloud computing.
B)affiliate marketing.
C)behavioral targeting.
D)sugging.
E)buffering.
Q2) OpenReader.com is an Internet lending library in which people list and lend their own books and borrow books from other members. It asks satisfied customers to invite their friends to join and rewards them when their friends join. This is an example of:
A)viral marketing.
B)affiliate marketing.
C)marquee banner advertising.
D)behavioral targeting.
E)sugging.
Q3) What is an interstitial?
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Chapter 16: Using Out-Of-Home, Exhibitive, and
Supplementary Media Part Five: Integrating Advertising
With Other Elements of Imc
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Q1) The spectacular is less costly per unit and is the basic outdoor advertising structure.
A)True
B)False
Q2) Which of the following is true of outdoor advertising structures?
A)Poster sizes are referred to in terms of lines.
B)Spectaculars are very expensive to produce and are found primarily in the world's largest cities.
C)Local advertisers get high-quality outdoor advertising at reduced cost by using spectaculars.
D)Bulletin structures work best for short-term use.
E)Manufacturers of grocery products tend to use standard billboards to keep costs low.
Q3) Which of the following is a type of transit advertising?
A)Spectaculars
B)Junior posters
C)Standard billboards
D)Terminal posters
E)Product placement
Q4) Describe the environmental issues associated with packaging.
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Chapter 17: Introducing Social Media
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Q1) The hardest part about advertising in social media platforms is that any displeasure from the receiver of the advertising can be broadcast to his or her entire network.
A)True
B)False
Q2) Explain word of mouth (WOM) as a form of brand communication.
Q3) The advent of Facebook Connect and Twitter's open _____ has made it possible for any site, tool, application, or the like to feed and extract information from the social network sites in accordance with how the user has granted permissions.
A)application protocol interface
B)user-generated content
C)motion tracking interface
D)crossing-based interface
E)global positioning systems
Q4) "Social media is more labor- and resource-intensive as compared to traditional media." Cite an advantage of this equation.
Q5) In traditional media the consumption is inherently active.
A)True
B)False
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Chapter 18: Relationship Building: Direct Marketing, Personal
Selling, and Sales Promotion
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Q1) Contests are easier to enter and take lesser time than sweepstakes.
A)True
B)False
Q2) Combination offers are the most costly of all sales promotions.
A)True
B)False
Q3) Which of the following statements about telemarketing is true?
A)It costs more money than personal selling.
B)It is more effective than personal selling.
C)Its primary form is person-to-person selling.
D)It is also known as door-to-door sales.
E)It is a direct-sales strategy.
Q4) List three disadvantages of direct marketing.
Q5) _____ is the process of gathering, consolidating, updating, and enhancing the information about customers that resides in an organization's database.
A)Data modeling
B)Trade concentration
C)Data management
D)Trade promotion
E)Datacasting
21
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Chapter 19: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue
Repositioning a Brand
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Q1) Which of the following is true of advertising?
A)It is the best vehicle to build credibility.
B)It is viewed with lesser skepticism by the public than public relations.
C)Its objectives are not as easy to quantify as those of public relations.
D)It offers greater credibility than public relations.
E)It offers precision and control.
Q2) Benson's Ice Cream Shop has recently opened its ice cream parlors in London. To market its products, the company places print ads in food magazines across the city. Which of the following is Benson's Ice Cream shop using to advertise its products?
A)Personal selling
B)Polybagging
C)In-store sampling
D)Sponsorship
E)Publicity
Q3) Why are video news releases criticized? Explain.
Q4) List out the three ways of measuring sponsorship results.
Q5) What is corporate advertising? Describe briefly.
Q6) What role do photos play as a public relations tool? Page 22
Q7) What is the primary role of public relations?
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