Consumer Behavior
Final Exam Questions
Course Introduction
Consumer Behavior explores the psychological, social, and cultural factors that influence how individuals and groups select, purchase, use, and dispose of goods and services. This course examines theories and models of consumer decision-making, the impact of perception, motivation, learning, and attitudes on buying behavior, and the role of demographic and lifestyle variables. Students will analyze the effects of marketing strategies, branding, and advertising on consumer choices, as well as the ethical implications of influencing consumer behavior. The course provides practical insights for developing effective marketing strategies based on a thorough understanding of consumer needs and behaviors.
Recommended Textbook
Contemporary Advertising 13th Edition by William Arens
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Page 2
Chapter 1: What Is Advertising Today
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Sample Questions
Q1) Internet is an example of _____ media.
A) interactive
B) print
C) nontraditional
D) broadcasting
E) addressable
Answer: A
Q2) How does the human communication process relate to the advertising process?
Answer: The source is the sponsor,the message is the ad,the channel is the medium,the receiver is the customer or prospect,and the noise is competing ads.
Q3) When Mariel uses a 50-cents-off coupon to purchase spaghetti sauce,she is providing feedback.
A)True
B)False
Answer: True
Q4) The billboard advertising a car dealership is an example of a medium.
A)True
B)False Answer: True
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Chapter 2: The Evolution of Advertising
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Sample Questions
Q1) Which of the following events directly affected the growth of advertising in the twentieth century?
A) The invention of the printing press.
B) The invention of motion pictures.
C) The creation of a national draft.
D) The invention of the radio.
E) The invention of the telegraph.
Answer: D
Q2) Benjamin Franklin was an early critic of advertising and opposed it as unethical.
A)True
B)False
Answer: False
Q3) The only principles of a free-market economy are self-interest and complete information.
A)True
B)False
Answer: False
Q4) Who was the father of advertising art?
Answer: Benjamin Franklin was the father of advertising art.
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Chapter 3: The Economic, Social, and Regulatory Aspects of Advertising
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Sample Questions
Q1) CARU is a legal body constituted to safeguard the interests of the advertising industry.
A)True
B)False
Answer: False
Q2) .Recently,a car company and a designer teamed to create and market scarves.Ten dollars from the sale of each scarf was donated to the Susan G.Komen Breast Cancer Foundation.By helping find a cure for breast cancer,the car company is:
A)manipulating the consumer.
B)behaving in a socially responsible fashion.
C)perpetuating a materialistic viewpoint.
D)complying with federal regulations.
E)initiating a market development strategy.
Answer: B
Q3) How does advertising add value to a brand?
Answer: Advertising makes products better known,educates customers about new uses for a product,offers people the opportunity to satisfy their psychic or symbolic wants and needs with the image their product displays,and advertising also contributes to self-interest for both the consumer and the advertiser.
Page 5
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Chapter 4: The Scope of Advertising
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Sample Questions
Q1) What advantage is associated with the use of an independent advertising agency?
A) Saving money by cutting overhead and keeping the media commission.
B) Better involvement of management especially in "single-business" companies.
C) More complete control over all channels of distribution.
D) An outside, objective viewpoint to the advertiser's business.
E) Reduced variable expenses.
Q2) Which of the following is NOT a type of local advertiser?
A) Dealers or local franchisees of national companies that specialize in one main product line or service.
B) Stores that sell a variety of branded merchandise like department stores.
C) National companies that design their strategies and campaigns to appeal to various demographic or psychographic groups.
D) Specialty businesses and services such as banks.
E) Governmental, quasi-governmental, and nonprofit organizations such as utility companies and charities.
Q3) Local advertising is sometimes called retail advertising.
A)True
B)False
Q4) Briefly discuss the four Cs of client/agency relationship.
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Chapter 5: Marketing and Consumer Behavior
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Sample Questions
Q1) List the interpersonal influences that serve as guidelines for consumer behavior.
Q2) Some people strongly believe that killing animals is cruel and that meat contains chemicals which they do not want to consume.Both of these reasons are examples of _____ motives.
A) transformational
B) stimulus
C) negatively originated
D) transactional
E) need-based
Q3) In terms of learning theories,most advertisers rely on the two broad categories of:
A) cognitive theory and conditioning theory.
B) the central theory and peripheral theory.
C) interpersonal theory and nonpersonal theory.
D) affective theory and cognitive theory.
E) psychological theory and physiological theory.
Q4) The cognitive theory of learning is also called the stimulus-response theory.
A)True
B)False
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Chapter 6: Market Segmentation and the Marketing Mix
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Sample Questions
Q1) The target market for doll designed to embody the image of a proper Muslim woman is Arab parents as well as their Arab daughters.
A)True
B)False
Q2) Another name for selective distribution is cooperative distribution.
A)True
B)False
Q3) A brand of home products are sold by a distributor under her own brand to attract younger Hispanic audiences.This is an example of:
A) aggregated brands.
B) private labels.
C) manufacturer's brands.
D) indirect consumer promotions.
E) licensed branding.
Q4) Briefly describe the difference between a medical service that provides a wide range of imaging capabilities including x-ray,CT scans,sonograms and a tutoring service.
Q5) Distinguish between primary demand and selective demand
Q6) List the two basic methods of distribution.
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Chapter 7: Research: Gathering Information for Advertising Planning
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Sample Questions
Q1) List the five basic steps in the marketing research process.
Q2) What is another name for ad tracking?
Q3) What are the three important attributes that make survey questions effective?
Q4) Coca-Cola tested a coffee-flavored cola,using the brand name Blak.To gain insight into how consumers feel about such a product,what type of research should Coke have used?
A) Observational research.
B) The experimental method.
C) Nonprobability sampling.
D) Qualitative research.
E) Mail surveys.
Q5) In a survey,the students were asked to answer "yes" or "no" to the following questions:
(a)Do you ever have to do homework outside of school? (b)Should the hours that school is in session be extended? (c)Do you feel it is too easy to make good grades? These are examples of _____ questions.
A) open-ended
B) multiple choice
C) dichotomous
D) scale
E) tabulation
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Chapter 8: Marketing and Advertising Planning
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Sample Questions
Q1) All of the following statements are true about the percentage of sales method,EXCEPT:
A) it is inexpensive to use.
B) it relates sales to revenue.
C) it violates a basic marketing principle.
D) it is the simplest to use of all budgeting methods.
E) it determined as per the uniform industry standard.
Q2) To influence customers' perceptions,marketers must understand that every corporate activity has a message component.
A)True
B)False
Q3) Think about the various sources of brand messages.Which message form is considered to be a confirm message because that is what others say and confirm about what the company says or does?
A) Planned message
B) Functional message
C) Unplanned message
D) Product message
E) Service message
Q4) List the five tasks advertising can perform as per the advertising pyramid.
Page 10
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Chapter 9: Planning Media Strategy
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Sample Questions
Q1) The advertising response curve is bell-shaped.
A)True
B)False
Q2) A(n)_____ is a possible exposure of the advertising message to one audience member.
A) medium reach
B) medium receptivity
C) advertising impression
D) message weight
E) medium value
Q3) Media objectives translate the advertising strategy into goals that media can accomplish.
A)True
B)False
Q4) The _____ is simply the percentage of homes exposed to an advertising medium.
A) exposure
B) message weight
C) TVHH
D) exposure value
E) rating
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Chapter 10: Creative Strategy and the Creative Process
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Sample Questions
Q1) One method for alleviating creative blocking is to incubate a concept.
A)True
B)False
Q2) Often the creatives will take an ad campaign that they have been putting a lot of time and effort into and put it aside for a while.Why?
Q3) The print ad for the a new Clinique perfume shows a photograph with flames coming out of the sprayer and wrapping around the bottle to show how the perfume heats up passion.The creatives who designed this ad intended its visuals to be a(n):
A) psychosocial consequence.
B) copy platform.
C) attention-getting device.
D) credibility-builder.
E) action-stimulator.
Q4) Who is ultimately responsible for the final form the ad takes?
A) The traffic manager
B) The creative director
C) The media planner
D) The account planner
E) The account executive
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Chapter 11: Creative Execution: Art and Copy
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Sample Questions
Q1) Research shows that readership increases considerably if ads contain more than 50 words.
A)True
B)False
Q2) Why do advertisers use institutional copy?
Q3) The bottom of an advertisement for Sure Fit slipcovers reads,"Call 1-800-517-0317 or visit http://www.surefit.com to receive a free catalog." This is an example of a(n):
A) close.
B) sales culminator.
C) copy finale.
D) device for reply.
E) offer for provoking action.
Q4) In an advertisement in print media,the _____ is a bridge between the headline,the subheads,and the sales ideas presented in the text.
A) kicker line
B) trial close
C) reconnaissance
D) lead-in paragraph
E) presentation paragraph
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Chapter 12: Producing Ads for Print, Electronic, and Digital Media
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Q1) The celluloid containing the sound is combined with the almost completed visual celluloid to produce the _____,the stage just prior to the answer print.
A) rough comp
B) sketch print
C) visualization print
D) celluloid master
E) mixed interlock
Q2) A bleed occurs when the edge of one color or shape overlaps its neighbor by a fraction of an inch to make sure the white paper underneath does not show through.
A)True
B)False
Q3) The print production process consists of four major phases.The first phase is:
A) brainstorming.
B) production.
C) mechanical pasteup.
D) preproduction.
E) predevelopment.
Q4) What does the agency mean when it says that print production is at the blueline?
Q5) What are the two methods to determine if copy will fit into an ad layout?
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Chapter 13: Using Print Media
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Sample Questions
Q1) An ad for a designer handbag contains a photo of a famous actress and a testimonial by her.The background of the ad is designed to look like leather and extends to the very edge of the page.The advertiser probably has to pay the magazine a 15 percent premium for this extended background called a(n):
A) bleed page.
B) border.
C) edge print.
D) insert.
E) picture frame.
Q2) One of the advantages of using newspapers as the advertising medium of choice is geographic selectivity.
A)True
B)False
Q3) What is the difference between a paid circulation and a controlled circulation magazine?
Q4) A magazine's ad rates are solely based on its contents.
A)True
B)False
Q5) List six disadvantages of magazine advertising.
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Chapter 14: Using Electronic Media
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Sample Questions
Q1) To determine which programs should be purchased for advertising time,media buyers contact stations' sales representatives,national media rep organizations,or network representatives to get a list of _____ along with prices and estimated ratings.
A) makegoods
B) reciprocals
C) frequency measures
D) avails
E) reach quotients
Q2) Who are the primary advertisers of video rentals?
Q3) To promote its "Spring is Sprung" sale,the JC Penney department store in Chattanooga,Tennessee,purchased advertising time during "Numbers," which begins at 9:00 P.M.on the area's local NBC station.JC Penney purchased _____ time.
A) peripheral
B) late fringe
C) post-prime
D) early fringe
E) prime
Q4) List four reasons for the growing popularity of infomercials with advertisers.
Q5) List three advantages that are associated with cable television advertising.
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Chapter 15: Using Digital Interactive Media
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Sample Questions
Q1) Which of the following would be a major concern for a national electronics retailer that wants to advertise its video and hand-held games via the Internet given that it would like to provide 15-second previews of its games?
A) Poor reach
B) The interactive nature of the medium
C) Inability to provide in-depth information
D) Prospecting
E) Advertorials
Q2) Which tool,as utilized by Nielsen - Online,is used to tabulate,measure,and record all Internet activity on a computer?
A) Interstitial
B) Superstitial
C) Carrier's deck
D) Desktop meter
E) Kiosk rater
Q3) Viral marketing is the Internet equivalent of billboards and hoardings.
A)True
B)False
Q4) What is sponsorship?
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Chapter 16: Using Out-Of-Home, Exhibitive, and Supplementary Media
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Sample Questions
Q1) In the business-to-business arena,companies use more structured promotions to improve their goodwill standing over competitors.
A)True
B)False
Q2) The most common form of out-of-home media are on-premise signs.
A)True
B)False
Q3) How do advertisers extend the coverage of painted bulletins?
Q4) You are riding a bus in Boston and see a sign advertising a local dry cleaning establishment in the wall rack above one of the bus's windows.What kind of transit advertising is this?
A) Mobile panel advertising
B) Mini-panel advertising
C) Junior poster advertising
D) Inside card advertising
E) Mini-bulletin advertising
Q5) Inside car-end posters are usually larger than inside cars,but sizes vary.
A)True
B)False
Page 18
Q6) What should be the primary goal of a trade-show booth?
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Chapter 17: Relationship Building: Direct Marketing, personal
Selling, and Sales Promotion
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Q1) What are the two forms of selling used with a direct-sales strategy?
Q2) What is meant by linkage media?
Q3) Advertising that asks the reader,viewer,or listener to provide feedback to the source is called direct-response advertising.
A)True
B)False
Q4) The maker of Behr paints is offering supermarkets a one-month deal,which allows hardware and do-it-yourself stores to purchase its paints at 25 percent off the regular price.The paint manufacturer hopes supermarkets will pass along these savings to consumers in the form of "specials." Assume buyers for a small regional chain of hardware retailers have purchased enough Behr paint to last the chain for the next five months.This chain is engaging in:
A) a tying agreement.
B) forward buying.
C) diverting.
D) front loading.
E) backward buying.
Q5) Why is database marketing one of the fastest growing marketing methods?
Q6) What are the four most significant roles personal selling plays in IMC?
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Chapter 18: Relationship Building
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Sample Questions
Q1) Reputation management:
A) is a subset of promotional planning.
B) produces a short-term change in public opinion.
C) includes publicity and press agentry.
D) is a tactic rather than a strategy.
E) is not a reliable strategy to use.
Q2) What is the primary medium for corporate advertising?
Q3) One of the benefits of cosponsorship is the absence of clutter.
A)True
B)False
Q4) Respond to the following statement: "Sponsorship is the same thing as philanthropy."
Q5) A press release is the most widely used PR tool.
A)True
B)False
Q6) Corporate identity advertising is used when a company wants to inform its public of a name change.
A)True
B)False
Q7) What are the two methods a company can use to engage in sponsorship?
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