Consumer Behavior
Final Exam
Course Introduction
Consumer Behavior explores the psychological, social, and cultural factors that influence individuals and groups as they select, purchase, use, and dispose of products and services. The course examines decision-making processes, the impact of perception and motivation, the roles of attitudes and learning, and the significance of family, social class, and cultural trends in shaping consumption patterns. Through analysis of consumer trends and case studies, students gain insights into how marketers can effectively understand and respond to consumer needs, leading to more successful marketing strategies and the development of products and services that better satisfy target audiences.
Recommended Textbook
Advertising and Promotion An Integrated Marketing Communications Perspective 8th Edition by
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2396 Verified Questions
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Page 2
Chapter 1: An Introduction to Integrated Marketing Communications
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) The promotional mix element that allows for the most immediate and precise feedback from the customer is:
A)advertising
B)sales promotion
C)direct marketing
D)public relations/publicity
E)personal selling
Answer: E
Q2) Which of the following statements about direct marketing is true?
A)Direct marketing has not traditionally been considered an element of the promotional mix.
B)Direct marketing and direct mail are synonymous.
C)One of the major tools of direct marketing is indirect-response advertising.
D)Direct marketing is seldom,if ever,used by companies that have an external sales force.
E)Direct marketing does not exist beyond direct mail and mail-order catalogs.
Answer: A
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Page 3
Chapter 2: The Role of Imc in the Marketing Process
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110 Flashcards
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Sample Questions
Q1) The meaning a consumer attributes to a product or brand and what he or she experiences in purchasing it is known as:
A)functional utility
B)product quality
C)brand extension
D)product symbolism
E)product utility
Answer: D
Q2) Initially,Crush orange drink was marketed to teenagers,but when Cadbury Beverages acquired the drink,it was already marketing Sunkist orange drink to teens.Cadbury used _____ to move Crush toward a drink for the whole family to enjoy.
A)positioning by cultural symbols
B)positioning by price/quality
C)positioning by product attributes
D)repositioning
E)positioning by product category
Answer: D
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Page 4
Chapter 3: Organizing for Advertising and Promotion: The
Role of Ad Agencies and Other Marketing Communication Organizations
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104 Verified Questions
104 Flashcards
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Sample Questions
Q1) Superagencies were formed:
A)because advertisers were disenchanted with large agencies
B)because advertisers wanted agencies were more flexible and responsive
C)to save money for clients
D)so agencies could provide their clients with integrated marketing communications services worldwide
E)to lessen the need for competitive pricing
Answer: D
Q2) As more companies adopt the integrated marketing communications approach to their advertising and promotions,:
A)they are increasing their reliance on mass media advertising and paying full commissions to agencies
B)they are reducing their reliance on mass media advertising and changing their agency compensation system
C)they are likely to move totally to cost-plus compensation systems
D)incentive systems are becoming less important in compensating agencies
E)none of the above is occurring
Answer: B
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Chapter 4: Perspectives on Consumer Behavior
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Sample Questions
Q1) An ad for Duncan Hines cake mixes advises consumers to "Tell Them What Is in Your Heart Without Saying a Word" by preparing Duncan Hines brownies for your family and close friends.Duncan Hines is claiming to help satisfy consumers' _____ need as defined by Maslow's hierarchy.
A)physiological
B)social
C)self actualization
D)esteem
E)safety
Q2) An approach to consumer learning that views the consumer as an information processor and problem-solver who forms judgments and evaluates various alternatives is consistent with:
A)classical conditioning
B)instrumental conditioning
C)shaping
D)cognitive learning theory
E)process integration
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Chapter 5: The Communication Process
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132 Flashcards
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Sample Questions
Q1) Geico's gecko,the Green Giant,and the AFLAC duck are examples of:
A)visual image personalities
B)affective characters
C)selectively remembered personalities
D)high-involvement advertising appeals
E)cognitively processed characters
Q2) Which of the following is NOT a strategy associated with the FCB planning grid?
A)dissonance strategy
B)self-satisfaction strategy
C)habit formation strategy
D)affective strategy
E)informative strategy
Q3) The fact that marketing and advertising people have backgrounds and interests that are often quite different from consumers who comprise mass markets for many products and services makes it difficult to establish:
A)decoding
B)feedback mechanisms
C)response hierarchies
D)common ground
E)fields of experience
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Chapter 6: Source,message,and Channel Factors
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133 Flashcards
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Sample Questions
Q1) The use of corporate leaders as spokespersons for a company improves the message source's:
A)expertise and attractiveness
B)power and compliance
C)attractiveness,power,and expertise
D)compliance,contiguity,and image
E)credibility and image
Q2) When FX cable network promotes its television show The Shield,it shows bloody and provocative excerpts from upcoming episodes.Which combination of independent and dependent variables does the advertiser using the persuasion matrix consider for this commercial?
A)source/attention
B)source/comprehension
C)message/yielding
D)channel/behavior
E)receiver/attention
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Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) Which of following is a likely problem for a manager who uses sales as a measure of advertising effectiveness?
A)Sales results offer little guidance or direction to those responsible for planning and developing the advertising program.
B)There is often a long period between when advertising is run and when sales actually occur.
C)Other marketing mix variables besides advertising can affect sales results.
D)The marketing and competitive environment can influence sales.
E)All of the above are likely problems for a manager who uses sales as a measure of advertising effectiveness.
Q2) The most commonly utilized method of budget determination by large firms is:
A)competitive parity
B)objective and task
C)percentage of sales
D)arbitrary allocation
E)the affordable method
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Page 9
Chapter 8: Creative Strategy: Planning and Development
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Sample Questions
Q1) According to the work of sociologist Graham Wallace,in order,the four-step approach to the creative process includes:
A)preparation,incubation,illumination,and verification
B)immersion,brainstorming,creation,and reality check
C)preparation,illumination,creation,and verification
D)preparation,immersion,creation,and verification
E)immersion,incubation,illumination,and creation
Q2) At what stage of the creative process would consumers in the target audience be asked to evaluate storyboards and animatics?
A)preparation
B)incubation
C)verification/revision
D)illumination
E)verdict
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Chapter 9: Creative Strategy: Implementation and Evaluation
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Sample Questions
Q1) Mr.Peanut from the Planters Nut Company's ads is an example of advertising that uses which of the following advertising execution techniques?
A)informational/rational
B)demonstration
C)fantasy
D)personality symbol
E)a behavioral appeal
Q2) When an advertiser has something important or new to announce to a target audience. A(n) _____ headline will be used.
A)direct
B)indirect
C)subhead
D)visual
E)affective
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11
Chapter 10: Media Planning and Strategy
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108 Flashcards
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Sample Questions
Q1) The ______ provides syndicated data on audience size and composition for approximately 100 publications as well as broadcast exposure and data for over 800 consumer products and services.
A)Simmons Market Research Bureau (SMRB)
B)Starch Readership Reports
C)Arbitron Ratings
D)Nielsen Media Index
E)Mediamark Ratings Index
Q2) _____ is the measure of the number of different audience members exposed at least once to a media vehicle.
A)Frequency
B)Reach
C)Viewer number
D)Coverage
E)Exposure
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12
Chapter 11: Evaluation of Broadcast Media
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Sample Questions
Q1) _____ is defined as one percent of all the television households in a particular area tuned to a specific program.
A)A program rating
B)A ratings point
C)Household using television (HUT)
D)Share of audience
E)None of the above
Q2) A disadvantage associated with the use of syndicated shows is:
A)increased clutter
B)more zipping and zapping
C)their popularity among Gen Xers
D)the absence of programming at undesirable times
E)none of the above
Q3) Statistical Research's Inc.'s RADAR:
A)collects information twice a year
B)is sponsored by the major national networks
C)is a radio audience measurement service
D)provides advertisers with time-period measurements for all dayparts
E)is accurately described by all of the above
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Page 13
Chapter 12: Evaluation of Print Media
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145 Flashcards
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Sample Questions
Q1) Kiley overheard a conversation in which the following terms were used: short closing times,strong reseller support,high penetration,national versus local rate differentials,and ad reproduction limitations.Which media vehicle was being discussed in the conversation that Kiley overheard?
A)radio
B)magazines
C)direct mail
D)billboards
E)newspapers
Q2) The high ratio of advertising to editorial content in most magazines causes magazines to have a problem with:
A)clutter
B)limited frequency
C)long lead times
D)high costs
E)none of the above
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Chapter 13: Support Media
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Sample Questions
Q1) A City of Macon public transit system bus painted to look like a large moving loaf of Wonder Bread is an example of:
A)out-of-store advertising
B)a mobile billboard
C)free-form advertising
D)a spectacular
E)a sales promotion
Q2) Which of the following would NOT be considered an example of promotional products marketing?
A)key rings with advertiser's name engraved on it
B)mugs with the Yellow Pages logo
C)products used prominently in movies
D)calendars imprinted with the name,address,and phone number of a local funeral home
E)T-shirts with the name of the company that published your advertising text book
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Chapter 14: Direct Marketing
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66 Flashcards
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Sample Questions
Q1) A press conference called by the Winchester County Museum informed the public of the need for major repairs to prevent water damage to the museum's collection of primitive paintings.During the conference,the museum representative announced that each family in Winchester County and neighboring counties could expect to receive a donation envelope in the mail within the next few days.This is an example of the combining of direct marketing with:
A)a trade promotion
B)public relations
C)advertising
D)personal selling
E)consumer promotion
Q2) The major impetus behind the growth of direct marketing was the:
A)increase in the number of working women
B)invention of the printing press
C)development and expansion of the U.S.Postal Service
D)development of multinational companies and international markets
E)law that mandated public education
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Page 16
Chapter 15: The Internet and Interactive Media
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76 Flashcards
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Sample Questions
Q1) Compared to growth in total media advertising,in 2006 Internet advertising:
A)grew at a rate nearly ten times that of total media
B)grew at about the same rate as total media advertising
C)finally grew faster than total media advertising
D)declined as consumers pulled back from Internet usage
E)declined as consumers responded to the housing market crisis
Q2) Which of the following is NOT a valid objective for a marketer who is employing the Internet as a communications vehicle?
A)to create an image
B)to generate interest
C)to disseminate information
D)to prevent price wars
E)to create awareness
Q3) E-commerce is _____ on the Internet.
A)indirect distribution
B)integrated marketing commerce
C)direct sales
D)personal selling
E)b-to-b sales
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Chapter 16: Sales Promotion
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161 Flashcards
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Sample Questions
Q1) Kellogg's promoted a Bart Simpson watch to consumers who mailed in $2.95 and 3 UPCs from boxes of Kellogg's cereal.The appearance of Bart Simpson on the watch and not the Kellogg's logo would:
A)detract from the consumer franchise building value of the promotion
B)create problems in supply and demand
C)make inventory forecasting easier
D)fully support Kellogg's in its consumer franchise building promotion
E)make it unnecessary for Kellogg's to run a nonfranchise building promotion
Q2) With a _____ consumers compete for prizes and/or money on the basis of skills or ability,while with a _____ winners are determined purely by chance.
A)sweepstakes;contest
B)contest;sweepstakes
C)contest;event sponsorship
D)sweepstakes;event sponsorship
E)contest;rebate
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18
Chapter 17: Public Relations,Publicity,and Corporate Advertising
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83 Flashcards
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Sample Questions
Q1) The new role of public relations is one characterized by:
A)less of a communication role
B)less of a marketing orientation
C)a tighter,more tightly defined role
D)a broader,less marketing-oriented role
E)a broader,more marketing-oriented role
Q2) An American Airlines ad shows a golf ball laying at a green.The copy reads,"It's hard to believe that people can be so passionate about an inanimate object that merely flies through the air and lands on the ground.We,however,understand completely." This ad shows American Airlines creating an image of safety for itself.It is an example of which type of image advertising?
A)recruitment ads
B)sponsorships
C)paid positive publicity
D)general positioning ads
E)financial support ads
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Page 19
Chapter 18: Personal Selling
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Sample Questions
Q1) When Paul purchased auto insurance,the agent asked if he had renters' insurance.Paul did not know he should buy an insurance policy to protect his belongings from fire and theft;he thought his landlord was responsible for that type of insurance.When the agent explained how Paul needed to insure his personal belongings,Paul agreed and purchased renters' insurance along with the auto insurance.This is an example of:
A)a multilevel close
B)a cross sell
C)a qualified sale
D)missionary selling
E)order taking
Q2) Effective salespeople must have:
A)a sense of urgency
B)creativity
C)ego strength
D)have empathy
E)all of the above
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Page 20
Chapter 19: Measuring the Effectiveness of the Promotional Program
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Sample Questions
Q1) The ____ is a technique for measuring advertising effectiveness.With this method,recall of television commercials is the dependent measure.
A)Starch recognition method
B)Day-After Recall method
C)concept test
D)consumer jury
E)split-run test
Q2) Laboratory methods of testing for advertisement effectiveness generally offer high _____ but low _____.
A)control;generalizability
B)external validity;internal validity
C)control;costs
D)generalizability;costs
E)costs;value
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Chapter 20: International Advertising and Promotion
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108 Flashcards
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Sample Questions
Q1) Which of the following is NOT an advantage associated with the use of global marketing and advertising?
A)economies of scale in production and distribution
B)lower marketing and advertising administrative costs
C)lower advertising production costs
D)the need to adapt the marketing and advertising program to cultural differences
E)the ability to develop and maintain a consistent international brand or company image
Q2) The dominant strategy used by most international advertisers today is to:
A)centralize all of the marketing mix elements except promotion
B)use localized advertising
C)"think locally and act globally"
D)"think globally and act regionally"
E)use standardized advertising
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Chapter 21: Regulation of Advertising and Promotion
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Sample Questions
Q1) DISCUS,the original ban on hard liquor advertising on radio and television:
A)was overseen by the Federal Communications Commission
B)was self-imposed by the liquor industry
C)has been completely removed by the federal government
D)was imposed by the broadcast industry in 1936
E)did not ban hard liquor advertising on local television affiliates
Q2) Pizza Hut launched a civil suit against Papa John's pizza claiming false and misleading advertising made Pizza Hut's pizza look inferior to Papa John's.The _____ was the federal law that made this suit possible.
A)FTC Act
B)Wheeler Lea Amendment
C)Lanham Act
D)Robinson Patman Act
E)Clayton Antitrust Act
Q3) of the Council of Better Business Bureaus:
A)are eventually reviewed by the Federal Trade Commission
B)are eventually reviewed by the Food and Drug Administration
C)are modified or discontinued after investigation by the NAD
D)cannot be substantiated
E)are issued cease-and-desist orders
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Chapter 22: Evaluating the Social,Ethical,and Economic
Aspects of Advertising and Promotion
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88 Verified Questions
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Sample Questions
Q1) Dove's "Real Beauty" campaign used a tagline stating:
A)"Talk to your daughter before the beauty industry does"
B)"Beauty is in the eye of the beholder"
C)"First there was beauty,then the beast"
D)"Real beauty is the real thing"
E)"Age before beauty"
Q2) Opponents of the 1979 Federal Trade Commission proposal to restrict advertising to children based their opposition on:
A)the fact greater knowledge of the marketplace gained through advertising creates a more skeptical buyer
B)the fact parents should help children interpret advertising and make the ultimate decision to purchase a product for their children
C)studies that have shown children are capable of perceiving the persuasive intent of advertising
D)the fact manufacturers of products targeted to children have a First Amendment right to advertise
E)all of the above
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