Consumer Behavior
Pre-Test Questions
Course Introduction
Consumer Behavior delves into the psychological, social, and cultural factors that influence individuals' purchasing decisions. The course examines how consumers recognize needs, search for information, evaluate alternatives, and make buying choices, as well as the post-purchase evaluation process. Students will explore theories of motivation, perception, learning, and personality, and analyze the impact of group dynamics, family, and culture on buying behavior. Practical insights into marketing strategies, customer loyalty, and the effects of digital trends on consumer patterns are also emphasized, equipping students with a comprehensive understanding of how and why customers make marketplace decisions.
Recommended Textbook
Kleppners Advertising Procedure 18th Edition by Ron Lane
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Chapter 1: Background of Todays Advertising
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Q1) American politics changed forever in the 1952 presidential campaign when:
A)Richard Nixon's sweaty and nervous appearance on a televised debate led to a dramatic drop in his poll numbers.
B)Lyndon Johnson used "fireside" radio broadcasts in his bid for reelection.
C)President Truman's re-election results were broadcast live on television.
D)Rosser Reeves used 60-second TV spots to promote Dwight Eisenhower.
E)Life magazine mistakenly put the loser on the cover in anticipation of his victory.
Answer: D
Q2) One of the significant developments in marketing and advertising in this new millennium was:
A)defining and using new technology to reach prospects.
B)returning the "human touch" to marketing with technology.
C)limiting the use of creativity in advertising.
D)use of more durable colors for brighter digital displays.
E)infecting PCs with viral advertisements.
Answer: A
Q3) ________ is the term that describes the mutually beneficial relationship between advertising and media.
Answer: Symbiotic
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Chapter 2: Roles of Advertising
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Q1) Simply put, advertising is supposed to help a business create awareness of useful products so the business can builds shareholder value by profitably moving inventory.
A)True
B)False
Answer: True
Q2) Which of the following is NOT a major difference between B2B and consumer advertising?
A)the nature of the target audience
B)the types of message used
C)The expenditures for telemarketing and the Internet are lower.
D)the different buying processes used
E)the different overall strategy required
Answer: C
Q3) Evidence indicates that high-brand awareness and a company's positive reputation can be factors in keeping its stock price high.
A)True
B)False
Answer: True
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Chapter 3: Brand Planning and the Advertising Spiral
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Q1) The Brand Asset Valuator created by Young & Rubicam evaluates weaknesses and strengths of a brand according to which of the following factors?
A)tangibility and intangibility
B)market share and life cycle stages
C)vitality and stature
D)emotions and cognition
E)recognition and relevance
Answer: C
Q2) Mike Martin, speaking about APPS, said:
A)APPs should trump ideas.
B)ideas should never trump APPS.
C)communications technology is overrated.
D)APPS should never trump ideas.
E)the next big advertising breakthrough will come the world of ideas.
Answer: D
Q3) The retentive stage is the most profitable one for the product.
A)True
B)False
Answer: True
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Chapter 4: Target Marketing
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Q1) According to David Aaker, the most-used positioning strategy is:
A)to associate an object with a product attribute or characteristic.
B)to associate an object with a consumer or consumer group.
C)to stake out what position you seek to own.
D)to identify the competition who must be overcome.
E)to have the guts to occupy the position sought.
Q2) Product-user segmentation is a strategy based on the consumption patterns of a brand or category that allow marketers to use a targeted rather than shotgun approach.
A)True
B)False
Q3) A type of geodemographical marketing technique that supermarkets or fast-food operations use.
A)micromarketing
B)ADI
C)VALS
D)PRIZM
E)MONITOR MindBase
Q4) Define market segmentation and list the various types, highlighting each.
Q5) Discuss the role of heavy users in target marketing.
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Chapter 5: The Advertising Agency, Media Services, and Other Services
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Q1) Called ________, it is one way to gain production cost efficiencies in global advertising, and it helps to build global brand equity.
Q2) Regarding smaller agencies, Majors indicates their key to success is:
A)strong planning.
B)strong financial management.
C)strong research.
D)strong creative.
E)strong client management.
Q3) Which of the following would you likely find in an advertising boutique?
A)a finance and management department
B)a media department
C)a research department
D)account executives
E)professionals developing creative ideas
Q4) According to the AAAA, a(n)________ is "an independent business, composed of creative and business people, who develop, prepare, and place advertising in advertising media for sellers seeking to find customers for their goods and services."
Q5) OMD Worldwide Media and MindShare are among the leading agencies devoted to planning and buying ________.
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Chapter 6: The Advertisers Marketingadvertising Operation
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Q1) A downside to using the percentage of sales approach in budgeting is that it reverses the assumed cause-and-effect relationship between advertising and sales.
A)True
B)False
Q2) Discuss briefly the essential components of persuasion.
Q3) List some of the factors that have created a marketing revolution.
Q4) In a report prepared for the Association of National Advertisers, most companies expected their advertising to:
A)address a general audience over a general time.
B)convince a specific number of potential customers to repeat their purchase of the companies' products.
C)effectively go through a spectrum of marketing communications goals.
D)increase their dollar sales or increase their share of market.
E)win a Golden Calf at Cannes.
Q5) At Coca-Cola Company, there's a vice president of global marketing who coordinates all the advertising and marketing efforts for the brand.
A)True
B)False
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Chapter 7: Media Strategy
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Q1) A media research department today could do all of the following functions EXCEPT:
A)coordinating primary research data and analysis.
B)gauging and anticipating media trends.
C)supporting media planners.
D)estimating audiences for new magazines or TV programs.
E)determining the types of media that prefer receiving news releases rather than advertisements.
Q2) Erwin Ephron defined this as the "handoff of attentive consumers from media content to advertising."
A)engagement
B)creativity
C)optimizing
D)convergence
E)interactivity
Q3) In the media scheduling phase of a media plan, you should expect to make appropriate budget allocations for each medium you intend to use.
A)True
B)False
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Chapter 8: Using Television
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Q1) The proliferation of commercials that ultimately reduces the impact of any single TV message is called ________.
Q2) What are qualitative ratings, and how are they derived?
Q3) Television remains the primary medium for many advertisers because:
A)it controls outlandish creativity.
B)it has high household penetration.
C)it defines advertising formats.
D)it has increasingly eliminated much clutter.
E)it is less expensive than radio on a CPM basis.
Q4) Factors that make cable so attractive to advertisers include all of the following EXCEPT:
A)outstanding, ever-increasing, award-winning programming.
B)strong summer season.
C)ability to target audiences.
D)low cost.
E)opportunities for local and spot cable advertising.
Q5) When national advertisers make commercial buys, they might purchase ________, which means they are purchasing time on local stations that have contracted to carry network programming or they could make ________ buys on individual stations that may or may not be on a network.
Page 10
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Chapter 9: Using Radio
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Q1) Radio more than virtually any other media:
A)creates an intimate, one-on-one relationship with prospects.
B)presents creative effects at a higher production cost than virtually any other medium.
C)is locked into the home and car, not proximate to the selling point.
D)has escaped the conglomeration movement evident in other media.
E)has suffered from effects of conglomeration.
Q2) If your product category has broad appeal, to gain effective reach and frequency, you must buy several networks or radio stations.
A)True
B)False
Q3) Until the mid-1950s, radio was primarily a local medium.
A)True
B)False
Q4) Because radio lacks a visual component, it lacks impact that other media have.
A)True
B)False
Q5) The height of an electronic wave is called ________, which has both range and speed.
Q6) Arbitron measures radio audiences through use of listener ________.
Page 11
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Chapter 10: Using Newspapers
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Q1) Areas of concern to newspaper publishers include all of the following EXCEPT:
A)changing technology.
B)declining advertising revenues.
C)declining circulation.
D)a prospective audience that doesn't like to read.
E)increasing government regulations.
Q2) With fewer retail advertisers, the trend in lower total retail advertising dollars appears to be continuing.
A)True
B)False
Q3) Discuss the impact of the Internet on newspapers.
Q4) Which medium leads in advertising revenues received from local businesses?
A)newspaper
B)radio
C)TV
D)outdoor
E)direct mail
Q5) Discuss what newspapers need to do in order to appeal more to advertisers.
Q6) Explain what cooperative advertising is and the apparent irony in the system.
Q7) Discuss what the controversy is regarding circulation in newspapers.
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Chapter 11: Using Magazines
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Q1) Which of the following is NOT a venture that business publications have undertaken to reach core readers?
A)trade shows
B)auctions
C)event-related publications
D)subscriber list rentals
E)custom publications
Q2) One of the main disadvantages of partial-run type editions is:
A)expensive CPM levels compared to full-run advertising in the same publication.
B)support it provides dealers or special offers from one locale to another.
C)allowing national advertisers to develop better relationships with retailers by listing regional outlets.
D)ability to test specific ad elements in a realistic environment before going national.
E)its inability to help improve the copy of the ad.
Q3) List the major current costs concerns for magazines.
Q4) Discuss what impact the Internet has had on business-to-business advertising.
Q5) Advertising pages comprise about 46 percent of consumer magazine content.
A)True
B)False
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Chapter 12: Out-Of-Home Advertising
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Q1) A study commissioned by the OAAA about communication effectiveness showed overall that:
A)34 percent of subjects noticed outdoor signs.
B)outdoor signs can be effective in building brand recognition.
C)50 percent of people who noticed outdoor signs actually read the copy.
D)increased attention was not affected by the size of boards.
E)retention dropped off 5 percent for every word beyond six on a billboard.
Q2) For outdoor advertising, the most widely used form is the: A)spectacular.
B)30-sheet poster.
C)painted bulletin.
D)8-sheet poster.
E)bus wraps.
Q3) Today, the out-of-home industry does meaningful research in all of the areas below EXCEPT:
A)demographic segmentation information at the zip code level.
B)ownership studies.
C)eye movement studies.
D)basic demographics.
E)audited audience information.
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Chapter 13: Digital and Direct-Response Advertising
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Q1) Another term used for the mail house in the direct-mail process is ________.
Q2) Ethical e-mail marketers are advocating that:
A)they be allowed to send mass online messages with the proviso that consumers can then opt-out of future communication.
B)there be no opt-out opportunity for consumers once they accept an initial e-mail.
C)there be stringent opt-in requirements.
D)they need not include their privacy policy in an e-mail or its link.
E)all use of e-mail for commercial purposes be forbidden.
Q3) Search, referred to as keyword advertising, is expected to help to double digital advertising revenues by 2015.
A)True
B)False
Q4) ________ uses a variety of vehicles; compared to other digital marketing, it holds lots of promise for companies selling products and services.
Q5) Radio is one of the major players in direct response advertising.
A)True
B)False
Q6) List and discuss the pros and cons of digital media in the twenty-first century.
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Chapter 14: Sales Promotion
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Q1) Your company provides a component for another company's end product. If you want to bring attention to your role in the manufacturing of the product, you can participate in the co-op program called:
A)ingredient manufacturer co-op.
B)manufacturer to wholesaler co-op.
C)vendor programs.
D)wholesaler to manufacturer advertising.
E)internal-part advertising.
Q2) One of the historical problems facing P-O-P advertising is:
A)verification a display was used and displayed properly.
B)its extremely high cost.
C)lack of space in many stores.
D)delays in adapting new technologies to enhance their presence.
E)the space requirements of the displays.
Q3) In a total promotion budget, the long-term trend is that almost half of the dollars allocated go to consumer advertising and only about 25 percent goes to both trade promotions and consumer sales promotions.
A)True
B)False
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Chapter 15: Research in Advertising
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Q1) The opposite of trends are fads, which come on fast, heat up, die quickly, and often leave a bitter taste.
A)True
B)False
Q2) If you decided to focus on "big issues," such as definitions of happiness, success, and fulfillment, you likely would be looking at ________ rather than details or tangible manifestations of those qualities.
Q3) ________ informs us about the product, market, consumer, and competition.
Q4) Focus groups are useful to determine consumer reactions to language in TV spots or in the development process for creative.
A)True
B)False
Q5) Among the following, which is a category for commercial testing of unfinished commercials on film or videotape?
A)relematics
B)animatics
C)morphamatics
D)ripamatics
E)videomatics
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Chapter 16: Creating the Message
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Q1) All humans are born with which of the following desires and instincts?
A)need for self-preservation
B)need for drink
C)need for love
D)need for food
E)need to touch
Q2) Despite criticisms about its value, the FTC encourages comparative advertising.
A)True
B)False
Q3) The American Dental Association, Parents magazine, and Underwriter's Laboratories all offer a type of proof known as:
A)a guarantee.
B)a seal of approval.
C)a warranty.
D)samples.
E)testimonial.
Q4) For billboards the key is to ________ the visual and the verbal elements to their simplest form.
Q5) What advice would you give to the creative people charged with developing effective outdoor advertising?
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Chapter 17: The Total Concept: Words and Visuals
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Q1) Which may be the responsibility of a copywriter?
A)creation of visuals for an ad
B)layout
C)creation of advertising objectives
D)the ad concept
E)art direction
Q2) Briefly discuss how color is used in creating effective ads.
Q3) A rendering in words, symbols, shapes, forms, or any combination thereof of an abstract answer to a perceived desire or need is:
A)art.
B)an executional idea.
C)a creative advertisement.
D)a basic idea or concept.
E)a schematic.
Q4) Whether you take a picture or use a picture from a publication or an art file, you must have a signed ________ from that person or, in the case of a minor, from that person's guardian or parent giving you written permission to use their likeness.
Q5) What creative elements are needed to attract attention to an ad, and how can they be used?
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Chapter 18: Print Production
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Q1) The person in a production group responsible for contacts and contracts with photographers and digital artists in coordination with art directors is the:
A)typography expert.
B)print producer.
C)illustration buyer.
D)printing buyer.
E)lithographer.
Q2) Provides complete data on all critical advertising production specifications for most business and consumer magazines, and newspapers.
A)Starch Survey of Printers
B)Standard Rate and Data Service
C)Foundation for Printing and Digital Art
D)La Roche Readers' Service
E)Pre-Press Journal
Q3) Describe some of the technical considerations of digital advertising and production.
Q4) Why are production data and scheduling so important to print production?
Q5) The term ________ refers generically to file verification at any stage in the print or multimedia workflow.
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Chapter 19: Video and the Commercial
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Q1) Which would NOT be a purpose for using a shooting board?
A)to determine the number of scenes to shoot
B)to determine the image of the scene
C)to determine best product angles
D)to determine camera angles
E)to determine the timing of each scene
Q2) Music can be used to help with movement and punctuate action or points in a spot.
A)True
B)False
Q3) What is online language? Provide and highlight a list of five standard terms.
Q4) The difference between the problem-solution approach and the slice-of-life approach is that in the problem solution technique there is:
A)depth of story line.
B)a solution provided through powerful word images.
C)depth of plot development.
D)a solution through visuals telling the story, supplying the solution.
E)no depth of story line nor depth of plot development.
Q5) For video ads, ________ is providing lots more options for creative people.
Q6) List and briefly describe the three distinct stages of broadcast production.
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Chapter 20: The Radio Commercial
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Q1) Copy that comes in under the traditional number of words associated with its designated commercial time does not provide an advantage to any of the parties involved in radio advertising.
A)True
B)False
Q2) Radio copy that communicates the big idea while staying on track, avoiding side issues, and using only necessary words possesses the characteristic of ________; it's a way to vitalize the copy.
Q3) Discuss the rationale for using prerecorded spots.
Q4) If radio copywriters do their job well, they can make radio the "most visual" medium. A)True
B)False
Q5) While print and television are primarily visual media, radio is a different medium, one for the ________ alone.
Q6) Describe the challenges radio faces in convincing advertisers that it is a viable medium in the twenty-first century.
Q7) What are some things you should remember during the production phase of radio advertising?
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Chapter 21: Trademarks and Packaging
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Q1) The building blocks of a brand identity system do NOT include:
A)company consolidation programs.
B)company trademarks.
C)company taglines.
D)company name.
E)company logo.
Q2) Which of the following is NOT a trend in package design?
A)used to shore up store brands
B)helps establish a high quality image for upscale, private-label brands
C)designed to suit convenience of manufacturer
D)will become even more consumer friendly in terms of opening, using, and reclosing
E)is responding to a more sophisticated, discriminating consumers
Q3) Fifty years after the Lanham Act defined trademark and expanded the concept of infringement, the Federal Trademark Dilution Act provided a federal cause for action for owners of famous trademarks against those who would lessen the distinctiveness of such marks by using the same or similar trademarks on similar or dissimilar products or services.
A)True
B)False
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Chapter 22: The Complete Campaign
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Q1) Advertising appeals that motivate people do NOT appeal to their:
A)desires.
B)good nature.
C)goals.
D)problems.
E)needs.
Q2) Which company or organization wrestled to find a campaign theme as good or better than the one it had in the mid-1970s?
A)Pepsi-Cola
B)Burger King
C)General Electric
D)Wendy's
E)Ford
Q3) Ad critics in the New York Times noted the prevalence of models with racially indeterminate features, which they called Generation E.A. or ________.
Q4) When Chevy uses the phrase, "imagination at work," it was addressing the concept of visual continuity for its advertising campaign.
A)True
B)False
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Chapter 23: International Advertising
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Q1) The basic motivation of multinationals to make a profit by selling their excess and obsolete merchandise to other countries.
A)True
B)False
Q2) Which of the following is NOT true regarding the growing importance of multiethnic consumers?
A)expanding slower than the general population
B)expanding faster than the general population
C)Their buying power is increasing at a greater rate.
D)Companies need to recognize the need for employees with varied experiences and perspectives who can sell products and services to them.
E)They will need top-tier executives who understand different countries, different cultures.
Q3) List and describe the roots of the negative attitudes toward Americans and how they relate to the marketing of American products.
Q4) Describe the three problem areas most frequently encountered by multinational firms in their advertising executions.
Q5) Describe how a typical firm approaches the decision to market globally.
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Chapter 24: Economic, Social, and Legal Effects of Advertising
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Q1) What causes government regulators and courts as well as concerned consumers to scrutinize advertising?
A)its effectiveness as a communication vehicle
B)its efficiency in delivering what its promises
C)its pervasiveness in society and its responsibility to adhere to high ethical and honest business standards
D)its ability to manipulate consumers
Q2) The FTC requires that a warrantee be available to be read by a consumer prior to purchase when the item costs more than:
A)$10.
B)$15.
C)$20.
D)$25.
E)$35.
Q3) Two cases that may in the future provide a significant step in affording more complete constitutional protection to commercial speech involve cases in Rhode Island and Baltimore regarding alcoholic beverage advertising.
A)True
B)False
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