Consumer Behavior
Question Bank
Course Introduction
Consumer Behavior explores the psychological, social, and cultural factors that influence individuals purchasing decisions and consumption patterns. The course examines how consumers gather and process information, form attitudes, make choices, and react to marketing strategies. Students will analyze concepts such as motivation, perception, learning, personality, and group influence, as well as how emotions and lifestyle affect buying behavior. Through case studies and real-world examples, the course provides insights for developing effective marketing tactics, understanding customer needs, and predicting future trends in consumer markets.
Recommended Textbook
Advertising and IMC Principles and Practice 9th Edition by Sandra Moriarty
Available Study Resources on Quizplus
19 Chapters
2850 Verified Questions
2850 Flashcards
Source URL: https://quizplus.com/study-set/1465
Page 2
Chapter 1: The New World of Marketing Communication
Available Study Resources on Quizplus for this Chatper
150 Verified Questions
150 Flashcards
Source URL: https://quizplus.com/quiz/29169
Sample Questions
Q1) In the evolution of advertising, P.T. Barnum is known for which of the following?
A)conducting one of the first full ad campaigns
B)crafting the strategy of advertising as news
C)identifying the pulling power of headlines
D)scientifically measuring the effectiveness of advertisements
E)introducing the concept of status appeal
Answer: A
Q2) Which of the following awards recognizes outstanding public relations efforts?
A)the Clio
B)the Effie
C)the Silver Anvil
D)the Reggies
E)the AME award
Answer: C
Q3) Advertising sent from one business to another is known as direct-response advertising.
A)True
B)False
Answer: False
To view all questions and flashcards with answers, click on the resource link above.
Page 3
Chapter 2: Integrated Brand Communication
Available Study Resources on Quizplus for this Chatper
150 Verified Questions
150 Flashcards
Source URL: https://quizplus.com/quiz/29180
Sample Questions
Q1) ________ refers to promoting and advertising the use of a brand name for a component used in manufacturing a product.
A)Co-branding
B)Ingredient branding
C)Inside branding
D)Brand licensing
E)Integrated branding
Answer: B
Q2) How does a brand name add value to a product?
Answer: Quality and consistency can be identified through a brand; experience with or knowledge of another's experience with a brand helps a buyer know what features, benefits, and quality to expect from a product.
Q3) Integrated marketing communications produces better communications
A)consistency
B)sales
C)simplicity
D)variety
E)independence
Answer: A
To view all questions and flashcards with answers, click on the resource link above. Page 4
Chapter 3: Brand Communication and Society
Available Study Resources on Quizplus for this Chatper
150 Verified Questions
150 Flashcards
Source URL: https://quizplus.com/quiz/29181
Sample Questions
Q1) How is the Distilled Spirits Council a model for industry self-regulation?
Answer: The Distilled Spirits Council is a trade organization representing producers and marketers of distilled spirits sold in the U.S. The organization encourages members to follow guidelines for responsible practices when advertising; this has led to limited liquor advertising on television.
Q2) Which of the following statements regarding cease-and-desist orders issued by the Federal Trade Commission is FALSE?
A)A cease-and-desist order requires that the deceptive or unfair practice by a business be stopped within 30 days of issuance of the order.
B)A cease-and-desist order given to one firm is applicable to all firms in an industry.
C)An advertiser can appeal the order to the full five-member commission.
D)A cease-and-desist order is the first step in the regulation process after the FTC determines that an ad is deceptive.
E)The process leading to the issuance of a cease-and-desist order is similar to a court trial.
Answer: D
To view all questions and flashcards with answers, click on the resource link above. Page 5
Chapter 4: How Brand Communication Works
Available Study Resources on Quizplus for this Chatper
150 Verified Questions
150 Flashcards
Source URL: https://quizplus.com/quiz/29182
Sample Questions
Q1) ________ enables anyone to have an opinion about a company or brand, communicate it, and listen to the reaction.
A)Mass communication
B)Social networking
C)Opinion marketing
D)One-to-one marketing
E)Clutter-free marketing
Q2) Which of the following is/are NOT drivers of the affective response?
A)wants
B)needs
C)emotions
D)liking
E)resonance
Q3) The young girls to whom the advertising is targeted represent which element of the basic communication model?
A)source
B)sender
C)encoder
D)channel
E)receiver
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: Segmenting and Targeting the Audience
Available Study Resources on Quizplus for this Chatper
150 Verified Questions
150 Flashcards
Source URL: https://quizplus.com/quiz/29183
Sample Questions
Q1) Prestige, status, and accomplishments are all examples of which level of needs in the Maslow's Hierarchy of Needs?
A)ego needs
B)belongingness needs
C)safety needs
D)self-actualization needs
E)physiological needs
Q2) ________ are what we feel for more essential items, such as food and shelter; ________ occur when we desire or wish for something.
A)Needs; wants
B)Wants; needs
C)Primary needs; secondary needs
D)Acquired needs; primary needs
E)Innate wants; acquired wants
Q3) The first brands that come to mind when you think of a product category are referred to as your evoked set.
A)True
B)False
Q4) How might geographic shifts in population impact marketers?
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: Strategic Research
Available Study Resources on Quizplus for this Chatper
150 Verified Questions
150 Flashcards
Source URL: https://quizplus.com/quiz/29184
Sample Questions
Q1) Compare and contrast quantitative and qualitative research, and discuss uses of each.
Q2) Formal focus groups take place in a comfortable setting, usually people's homes, where the participants have been recruited by the host.
A)True
B)False
Q3) As a part of a research team, Fatima observed five groups of teenagers shop, socialize, and eat dinner at a local mall. Fatima was participating in traditional quantitative research.
A)True
B)False
Q4) Quantitative research is more useful than qualitative research. A)True
B)False
Q5) Describe five ways research is used in marketing communication planning.
Q6) If Kraft wants to understand the deeper meanings consumers derive from competitors' advertising, what type of research do you suggest and why?
Q7) Describe the kind of information an advertiser can gain from Mediamark Research, Inc. (MRI).
Page 8
To view all questions and flashcards with answers, click on the resource link above.
Chapter 7: Strategic Planning
Available Study Resources on Quizplus for this Chatper
150 Verified Questions
150 Flashcards
Source URL: https://quizplus.com/quiz/29185
Sample Questions
Q1) Employees, investors, government bodies, and business partners are examples of corporate level stakeholders.
A)True
B)False
Q2) Define account planning and describe the tasks involved.
Q3) Sarah is trying to think of ways to better define the marketing problem she is facing. List three "What's going on?" type questions that might be helpful to Sarah in defining the marketing problem.
Q4) Which component of a communication brief states the single-minded thought that the communication will bring to life in a provocative way?
A)communication objective
B)consumer insight
C)creative direction
D)brand imperative
E)proposition or selling idea
Q5) Marketing planning follows business planning.
A)True
B)False
Q6) What are contact points, and why are they important in IMC programs?
Page 9
To view all questions and flashcards with answers, click on the resource link above.
Chapter 8: Creative Strategy
Available Study Resources on Quizplus for this Chatper
150 Verified Questions
150 Flashcards
Source URL: https://quizplus.com/quiz/29186
Sample Questions
Q1) How might creativity be demonstrated in the use of media?
Q2) A creative brief is typically completed in outline form.
A)True
B)False
Q3) Which of the following is NOT included in a typical creative brief?
A)media considerations
B)budget considerations
C)brand position
D)target audience
E)communication objective
Q4) In generating original ideas, which of the following should be avoided?
A)clichés
B)"what if" games
C)punch lines
D)divergent thinking
E)creative risk
Q5) An association message strategy delivers information symbolically by connecting a brand with a certain type of person, lifestyle, or other characteristic.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: Copywriting
Available Study Resources on Quizplus for this Chatper
150 Verified Questions
150 Flashcards
Source URL: https://quizplus.com/quiz/29187
Sample Questions
Q1) When a new concept and execution is developed for a television commercial, Travelocity.com's advertising agency provides a visual plan or layout of the commercial for the company to approve. This plan is called a(n)________.
A)storyboard
B)scene-by-scene plan
C)script
D)action plan
E)progression sheet
Q2) Because of the clutter in newspapers, the copy in newspaper advertisements has to work harder than other kinds of advertising to catch the attention of its audience.
A)True
B)False
Q3) Radio advertising relies on conversational style and vernacular language.
A)True
B)False
Q4) You are going to lead the creative team in coming up with a new slogan for a client. List three techniques copywriters use to create catchy slogans.
Q5) Compare and contrast copywriting for radio and copywriting for television.
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: Visual Communication
Available Study Resources on Quizplus for this Chatper
150 Verified Questions
150 Flashcards
Source URL: https://quizplus.com/quiz/29170
Sample Questions
Q1) Kimberly is considering using mostly copy in her ad since financial services is a complex topic and the market is interested in knowing detailed information. Describe the layout you would suggest.
Q2) A key to an effective outdoor board is eye-stopping graphics.
A)True
B)False
Q3) Describe the challenge that was facing the creative team for the Altoids campaign described in the chapter's opening vignette.
Q4) In most marketing communication, the power to get attention lies primarily with the ________.
A)visual
B)audio
C)script
D)copy
E)sound effects
Q5) Discuss how the use of visuals can be related to the Facets Model of Effects.
Q6) Explain how printers use screens to create the illusion of shades of colors.
Q7) Name the four steps in the production of a television commercial, and discuss some of the activities associated with each.
Page 12
To view all questions and flashcards with answers, click on the resource link above.
Chapter 11: Media Basics
Available Study Resources on Quizplus for this Chatper
150 Verified Questions
150 Flashcards
Source URL: https://quizplus.com/quiz/29171
Sample Questions
Q1) Which of the following most accurately identifies the strength of newspapers and magazines?
A)delivering information in depth
B)tailoring programs to audience tastes
C)bringing entertainment into the home
D)delivering personalized information
E)creating two-way communication
Q2) Another name for branded entertainment is ________.
A)advertainment
B)viral marketing
C)branded apps
D)product placement
E)guerilla marketing
Q3) Explain what is meant by the term media vehicle and give three examples.
Q4) Homemade videos and commercials posted on YouTube are examples of consumer-generated content.
A)True
B)False
Q5) How might Suzanne and Shandra use addressable media in a media plan for On-the-Go Groomers?
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 12: Traditional Media
Available Study Resources on Quizplus for this Chatper
150 Verified Questions
150 Flashcards
Source URL: https://quizplus.com/quiz/29172
Sample Questions
Q1) Carla works in the student activities office of her university and was given the task of finding a way to better inform students of upcoming activities and events. It's a rather large university with a bi-weekly newspaper and student FM radio station. Give Carla some suggestions on how she might accomplish this.
Q2) The white space running between the inside edges of the pages of a magazine is known as the ________.
A)gutter
B)byline
C)cover
D)gatefold
E)spread
Q3) Which company verifies magazine circulation numbers by auditing subscriptions as well as newsstand sales and also checks the number of delinquent subscribers and rates of renewal?
A)A.C. Nielsen
B)Simmons-Scarborough
C)MediaMark, Inc.
D)Auditing Bureau of Circulations (ABC)
E)International Circulation Service (ICS)
To view all questions and flashcards with answers, click on the resource link above.
Page 14
Chapter 13: Digital Media
Available Study Resources on Quizplus for this Chatper
150 Verified Questions
150 Flashcards
Source URL: https://quizplus.com/quiz/29173
Sample Questions
Q1) A(n)________ is a site that provides doors, or links, to other websites.
A)intranet
B)network
C)search engine
D)podcast
E)portal
Q2) In order to connect employees with key external stakeholders, such as marketing communication agencies, suppliers, and distributors, companies may set up a(n)________.
A)extranet
B)intranet
C)bandwidth
D)ethernet
E)search engine
Q3) One disadvantage of Internet advertising is that it is relatively expensive, often making it prohibitive for a small company.
A)True
B)False
Q4) Explain what is meant by the term re-commerce, and give one example of re-commerce.
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 14: Media Planning and Buying
Available Study Resources on Quizplus for this Chatper
150 Verified Questions
150 Flashcards
Source URL: https://quizplus.com/quiz/29174
Sample Questions
Q1) Which of the following is characterized by alternating periods of intense advertising activity and periods of no advertising?
A)pulsing
B)flighting
C)continuous scheduling
D)flow scheduling
E)lead-in
Q2) One advertising agency's client wanted to use only television commercials, primarily because the client thought it would impress its customers and business colleagues. The advertiser's agency is having a difficult time convincing the client to use a media mix, not just television. Explain why it's better to use a media mix than to rely on just one medium.
Q3) Anthony is in the planning stages for his media campaign. He is considering how he should spread out the advertising over the length of the campaign. What strategies could he could use?
Q4) Jon is a media planner for an advertising agency, and he is considering consumption patterns for his client's product and brand. Name and describe two indices Jon will find useful when analyzing consumption patterns for products and brands and explain how they help planners.
To view all questions and flashcards with answers, click on the resource link above. Page 16
Chapter 15: Public Relations
Available Study Resources on Quizplus for this Chatper
150 Verified Questions
150 Flashcards
Source URL: https://quizplus.com/quiz/29175
Sample Questions
Q1) Public relations practitioners track the impact of a campaign in terms of reach and frequency.
A)True
B)False
Q2) What type of public relations tool does the game at Kellogs.com represent?
Q3) Advocacy advertising refers to point-of-view messages used by companies.
A)True
B)False
Q4) Why might public relations efforts have a strong impact on public awareness at a substantially lower cost than advertising?
Q5) Angela is starting the planning phase of a public relations campaign for a client. Explain where she should start.
Q6) In most companies, advertising and public relations are integrated, coordinated functions.
A)True
B)False
Q7) Do you think you have what it takes to work in public relations or public affairs? List five of the required skills for public relations managers or public affairs specialists.
Page 17
To view all questions and flashcards with answers, click on the resource link above.
Chapter 16: Direct-Response
Available Study Resources on Quizplus for this Chatper
150 Verified Questions
150 Flashcards
Source URL: https://quizplus.com/quiz/29176
Sample
Questions
Q1) Which of the following is NOT an objective of a marketing database?
A)to record names of customers, expires, and prospects
B)to store and analyze responses
C)to store and analyze purchasing performance
D)to continue direct communication with customers
E)to record and analyze marketing communications
Q2) Organic Designs is a small, successful chain of stores offering stylish clothes made of all-organic materials for infants, toddlers, and young children. Most of the Organic Designs stores are located in urban areas. Now Organic Designs is considering using direct marketing to reach potential customers who live outside of the company's existing markets, with the goal of engaging attention and creating long-term relationships with a new group of customers. Which of the following methods of direct marketing would most likely be effective in accomplishing this goal?
A)telemarketing
B)print direct-response advertising
C)catalogs
D)opt-out marketing
E)bulk e-mailing
Q3) Compare and contrast the three types of direct-marketing lists.
To view all questions and flashcards with answers, click on the resource link above.
Page 18
Chapter 17: Promotions
Available Study Resources on Quizplus for this Chatper
150 Verified Questions
150 Flashcards
Source URL: https://quizplus.com/quiz/29177
Sample Questions
Q1) One disadvantage of promotions is that, although they can help introduce a new product and create brand awareness, they cannot build a brand over time.
A)True
B)False
Q2) Shoppers today are more brand loyal, so promotion incentives have to provide substantial incentives to encourage brand switching.
A)True
B)False
Q3) Sales manuals, training programs, and supportive materials are all examples of
A)retailer promotions
B)partner promotions
C)sales force promotions
D)trade promotions
E)channel promotions
Q4) In comparison to sales promotion, advertising is usually viewed as a longer term investment.
A)True B)False
To view all questions and flashcards with answers, click on the resource link above. Page 19
Chapter 18: The Imc Umbrella
Available Study Resources on Quizplus for this Chatper
150 Verified Questions
150 Flashcards
Source URL: https://quizplus.com/quiz/29178
Sample Questions
Q1) ________ are signs attached to a shelf that let the consumer take away some piece of information or a coupon.
A)Dealer tags
B)Specialties
C)Banner ads
D)Shelf talkers
E)Free-standing inserts
Q2) Laurie loves Sunday mornings because that's the day the newspaper comes with all the shopping ads. She takes one to two hours to leisurely go through the paper, looking at all the ads first, such as those from Best Buy, Lowe's, and JC Penney's. These inserts furnished by the retailers are called ________.
A)shoppers
B)blow-ins
C)talkers
D)preprints
E)direct-response advertisements
Q3) What was the new direction taken for SPAR's brand in its "Life's Great" campaign, as described in "A Matter of Practice"?
Q4) Name and describe the five types of business-to-business advertising.
To view all questions and flashcards with answers, click on the resource link above. Page 20
Chapter 19: Evaluation of Effectiveness
Available Study Resources on Quizplus for this Chatper
150 Verified Questions
150 Flashcards
Source URL: https://quizplus.com/quiz/29179
Sample Questions
Q1) The categories of work that get evaluated in advertising and marketing communication programs are the message execution, the media, the campaign, and the other marketing communication areas and their synergistic effect as part of an IMC program.
A)True
B)False
Q2) Which of the following companies does NOT provide copytesting services?
A) Ameritest
B) COMSCORE ARSgroup
C) RoperASW
D) Mapes & Ross
E) A.C. Nielsen
Q3) "Do you remember seeing a commercial for wireless communication?" is an example of an aided recall question.
A)True
B)False
Q4) Dell wants to use its "Dude, you're gettin' a Dell" campaign in other countries. At the very least, what type of research should Dell conduct before using this ad?
Q5) Discuss the use of scanners and scanner research.
To view all questions and flashcards with answers, click on the resource link above. Page 21