Consumer Behaviour
Exam Questions
Course Introduction
Consumer Behaviour explores the underlying principles and factors influencing how individuals and groups make purchasing decisions. The course examines psychological, social, cultural, and economic determinants of consumer actions, as well as the processes of need recognition, information search, evaluation of alternatives, and post-purchase behaviors. Students analyze consumer behavior models, segmentation, targeting strategies, and learn how consumer insights inform effective marketing strategies and product development. Emphasis is placed on understanding both rational and emotional drivers of consumption, ethical considerations, and the impact of technology and digital media on consumer decisions.
Recommended Textbook
Canadian Advertising in Action 10th Edition by
Keith J. Tuckwell
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14 Chapters
1537 Verified Questions
1537 Flashcards
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Chapter 1: Advertising in a Marketing Communications Environment
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) What is the challenge faced by companies in using social media to advertise?
Answer: Nearly 86% of respondents of an Advertising Age survey said they used Facebook as a marketing tactic but only 55% say they advertise on Facebook.The main reason for this is the difficulty in measuring the effectiveness return on investment of social media advertising.In contrast,techniques for measuring return on investment for traditional media like television and radio are well established.
Q2) Experiential marketing communications includes
A) national brand ads
B) infomercials
C) flyers
D) events
E) out-of-home advertising
Answer: D
Q3) Sales promotion is long term in scope.
A)True
B)False
Answer: False
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Page 3
Chapter 2: The Advertising Industry
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109 Flashcards
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Sample Questions
Q1) Media research is concerned with quantitative measures of media exposure.
A)True
B)False
Answer: True
Q2) Most advertising plans are evaluated on reaching quantifiable objectives,such as to
A) increase consumer awareness
B) not exceed the media budget
C) expand the advertising campaign
D) decrease market research
E) increase media budget
Answer: A
Q3) Which medium currently generates the most advertising revenue in Canada?
A) radio
B) internet
C) daily newspapers
D) direct mail
E) television
Answer: E
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Page 4
Chapter 3: Consumer Behaviour Concepts and Target Marketing
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110 Flashcards
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Sample Questions
Q1) Psychographic targeting helps advertisers create messages where the personality of the target matches the
A) geographic region of the target
B) income of the target
C) benefits sought by the target
D) personality of the product
E) age group of the target
Answer: D
Q2) The "Absolut Out" ad campaign is targeted to A) women
B) single moms
C) gay community
D) teens
E) lumberjacks
Answer: C
Q3) Double targeting involves devising separate marketing strategies for men and women.
A)True
B)False
Answer: False
Page 5
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Chapter 4: Strategic Planning Concepts for Marketing Communications
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Sample Questions
Q1) The value of publicity is generally worth
A) more than events and sponsorships deliver
B) less than other forms of marketing communication
C) the money paid to the news media
D) much more than value derived from paid advertising
E) far less than the effort it takes
Q2) List and describe the online and interactive advertising opportunities available to advertisers.
Q3) A SWOT analysis would be used to assist in marketing planning,and consists of a study of the brand's
A) strategic goals, when, how, who
B) sales volume, who, other products, and the media
C) strengths, weaknesses, opportunities and threats
D) market share, strengths, weaknesses, and budgets
E) market research and budget analysis
Q4) Why is a situation analysis included as a section in a marketing plan and what type of information does it contain?
Q5) Kellogg's sold Pringles as part of an acquisition strategy. A)True B)False
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Chapter 5: Creative Planning Essentials
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Sample Questions
Q1) Statements that clearly indicate the information to be communicated to a target audience are referred to as
A) support claims statements
B) creative objectives
C) taglines
D) marketing objectives
E) positioning statements
Q2) "To attract a new target market" is an example of a communications goal.
A)True
B)False
Q3) What role does a slogan play in a brand's positioning strategy? Provide an example.
Q4) Attempting to accomplish too many goals at one time in an advertising campaign will only
A) increase the amount of pre-planning research required
B) create the need for a larger media budget
C) increase the production costs
D) impact the working relationship with the agency
E) create confusion in the customer's mind
Q5) Summarize the key elements of creative planning.
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Chapter 6: Design,layout,and Production
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Sample Questions
Q1) Many practitioners suggest that during a 30-second radio commercial,the brand or company name should be mentioned this many times:
A) 6
B) 5
C) 2
D) 4
E) 3
Q2) The envelope in direct mail advertising must functions like
A) the middle in television commercials
B) the end section of television commercials
C) a story board
D) the copy of a print ad
E) the headline in print advertising
Q3) Recently,the 15-second TV commercial has become more popular with advertisers because
A) today's people have shorter attention spans
B) it saves money on media time
C) it's easier to fit a message into 15 seconds
D) 15-second ads have more impact
E) 15-second ads are better-suited to special effects
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Chapter 7: Media Planning Essentials
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Sample Questions
Q1) Explain the "rifle strategy" used to match media with markets.
Q2) The total number of advertisements scheduled,multiplied by the total target audience potentially exposed to each occasion is referred to as the
A) continuity
B) number of impressions
C) frequency
D) gross rating points
E) reach
Q3) Advertisers are becoming more concerned about engagement when attempting to reach their target market.What does the term engagement mean and why is it important to advertisers?
Q4) Flexibility is not a variable that will influence the media selection process.
A)True
B)False
Q5) In advertising,a "hiatus" is when
A) consumers leave a market
B) there is a period of no advertising
C) a product is withdrawn
D) a magazine is cancelled
E) a radio station changes its format
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Chapter 8: Print Media: Newspapers and Magazines
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110 Flashcards
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Sample Questions
Q1) When advertisers agree to purchase space in consecutive issues of a magazine they are offered a
A) short rate
B) corporate discount
C) transient rate
D) frequency discount
E) continuity discount
Q2) The largest daily Canadian newspaper is The Globe and Mail,which has an average ?Monday-to-Friday circulation of 421 700 per day.
A)True
B)False
Q3) How have the information age and the electronic revolution changed the nature of newspaper and magazine publishing? What has this meant for advertisers?
Q4) The circulation of magazines and newspapers in Canada is audited by ABC.
A)True B)False
Q5) Explain the four main disadvantages of magazine advertising.
Q6) Compare and contrast the two formats of Canadian newspapers: tabloids and broadsheets.
Page 10
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Chapter 9: Broadcast Media: Television and Radio
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Sample Questions
Q1) A product placement that integrates a product into the script of a show is known as
A) pre-emption
B) zapping
C) branded content
D) a reach plan
E) spot advertising
Q2) Stations such as HGTV (home and garden)are attractive to advertisers wanting to
A) reach pay-TV audiences
B) increase reach
C) reach specific demographic and lifestyle targets
D) reach smaller audiences
E) cut costs
Q3) What impact are iPods and other portable devices having on radio advertising?
Q4) The number of specialty and traditional channels has led to
A) planning inflexibility
B) lower costs
C) more people watching TV
D) less targeting
E) audience fragmentation
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Chapter 10: Out-Of-Home Media
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110 Flashcards
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Sample Questions
Q1) Large department stores like Future Shop,Best Buy and Canadian Tire are integrating this type of point-of-purchase advertising into their stores.
A) shopping cart advertising
B) Ad-tiles
C) vending machine
D) digital communications
E) display shipper
Q2) A volume discount is a reduced rate
A) for preferred customers
B) only available to large companies
C) based on the dollar amount purchased
D) for extended buys, such as 12 weeks or more
E) provided to those who pay cash
Q3) The place where you will find wild postings is
A) in the movie theatre
B) on the hoarding of construction sites
C) in washroom stalls
D) in a sports arena
E) in shopping malls
Q4) What are "wild postings" and what unique advantages can they offer advertisers?
Page 12
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Chapter 11: Direct-Response Media
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Sample Questions
Q1) Direct mail can be effective for national advertisers who want to target a geographic area where sales are lower than average.
A)True
B)False
Q2) Describe the advantages of long-form direct-response television advertising.
Q3) The most common means of direct mail delivery is Canada Post.One of the options Canada Post offers for direct mail is
A) First-class mail
B) Purolator
C) parcel post
D) priority post
E) express
Q4) Direct home shopping is a service provided by cable television channel
A) HGTV
B) TSN
C) TSC
D) WTN
E) PBS
Q5) What factors affect the production costs of a direct mail package?
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Chapter 12: Interactive Communications
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110 Flashcards
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Sample Questions
Q1) Sponsorships allow an advertiser to have a successful ad campaign without necessarily having to drive traffic to its company website.
A)True
B)False
Q2) CPM is the price charged for displaying an ad
A) 100 times
B) 1 million times
C) 100,000 times
D) 1,000 times
E) 2,000 times
Q3) Provide statistics on the use of internet in Canada.
Q4) Similar to print advertising,an online banner ad is simply the beginning of a process of transferring information.
A)True
B)False
Q5) How are marketers interested in reaching the youth market using text messaging to their advantage?
Q6) How is the internet useful to marketers for generating leads?
Q7) What are the advantages to mobile advertising?
Page 14
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Chapter 13: Sales Promotion
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Sample Questions
Q1) Contests are more effective in inducing trial purchases than coupons and free samples.
A)True
B)False
Q2) The marketer who pioneered the delayed payment incentive concept in Canada is
A) Canadian Tire
B) Tim Hortons
C) Maxwell House
D) Leon's Furniture
E) Shoppers Drug Mart
Q3) A temporary price reduction designed to encourage larger purchases by distributors is referred to as a
A) rebate
B) performance allowance
C) merchandising allowance
D) trade allowance
E) refund offer
Q4) Slippage is when a distributor loses customers during a promotion.
A)True
B)False
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Chapter 14: Public Relations and Experiential Marketing
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Sample Questions
Q1) The Air Canada Centre,Rogers Arena,Bell Centre and Rexall Place are examples of
A) ambush marketing
B) festival sponsorship
C) experiential marketing
D) venue sponsorship
E) advertising
Q2) Content analysis refers to knowing how much exposure was actually received as a result of public relations activities.
A)True
B)False
Q3) What is a borrowed-interest strategy? Give an example.
Q4) As a means of personalizing a corporation,corporate blogs are written by
A) journalists
B) industry associations
C) celebrities
D) lobbyists
E) CEOs of large corporations
Q5) With regard to publicity,list opportunities for communicating newsworthy information about a company to the media.
Page 16
Q6) Why is exclusivity important to event sponsors?
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