Deck 17: Consumer Behavior and Promotion Strategy

Question 1

Identify the first step in the cognitive processing model of decision making.

A) Being exposed to promotional information
B) Attending to/comprehending the message
C) Integrating new knowledge, meanings, and beliefs into existing knowledge structures
D) Creating brand attitudes
E) Making purchase decisions

Answer 1

A

Question 2

Sara got to know from her cousin that a seasonal sale is happening at Bloomingdales,wherein a flat 50 percent is being offered on major fashion labels.Sara decides to go the very next day and make the best out of it.This example can be associated with which of the following?

A) Word-of-mouth
B) Personal selling
C) Sales promotion
D) Advertising
E) Publicity

Answer 2

A

Question 3

Which of the following consumer groups are most likely to be ignored by the marketer?

A) Those that like the brand and buy it regularly.
B) Those that dislike the brand and never buy it.
C) Those that are neutral about the brand and never buy it.
D) Those that are neutral about the brand and buy it occasionally.
E) Those that dislike the brand but buy it occasionally.

Answer 3

B

Question 4

Which of the following is associated with promotion behavior?

A) Clutter
B) Level of competition
C) Information contact
D) Attitude toward ad
E) Persuasion processes

Question 5

The promotion mix of the future is likely to be more eclectic with all of the options given below EXCEPT:

A) event sponsorship.
B) sports marketing.
C) direct marketing.
D) public relations.
E) test marketing.

Question 6

According to the Foote,Cone & Belding (FCB)grid,products such as rum,ice cream bars,and greeting cards would fall under which quadrant of the FCB grid?

A) Higher involvement-think products
B) Lower involvement-think products
C) Moderate involvement-think products
D) Higher involvement-feel products
E) Lower involvement-feel products

Question 7

Managing promotion strategies involves all of the following EXCEPT:

A) analyzing consumer-product relationships.
B) redesigning product/brand attributes.
C) designing/implementing a promotion strategy.
D) evaluating the effects of the promotion strategy.
E) determining the promotion objectives.

Question 8

Determining the meanings that consumers derive from ads is known as:

A) ad tracking.
B) copy testing.
C) pretesting.
D) concept testing.
E) post-testing.

Question 9

Which among the following is NOT a criterion that is considered during the design of promotion strategies?

A) To influence behaviors
B) To inform
C) To transform affective responses
D) To remind
E) To analyze cognitive responses

Question 10

The growing number of competitive strategies in the promotion environment has generated:

A) advertising pollution.
B) promotion clutter.
C) an advertising glut.
D) stimulus overload.
E) promotional barriers.

Question 11

Most successful products and brands require promotions for which of the following reasons?

A) To create/maintain a differential advantage
B) To create needs
C) To attract consumers
D) To boost immediate sales
E) To maximize profits

Question 12

The basic value or end goal to be communicated by the ad is the:

A) driving force.
B) leverage point.
C) core value.
D) executional framework.
E) attribute mix.

Question 13

The ISTEA model is composed of all of the following EXCEPT:

A) impressions.
B) strategies.
C) transmission.
D) evaluation.
E) attitudes.

Question 14

Which of the following allows for the most interaction with the consumer,allows adapting sales presentations to fit the informational needs of each potential buyer,and tends to generate the most involvement?

A) Advertising
B) Personal selling
C) Sales promotions
D) Publicity
E) Persuasion

Question 15

In the communication process,when a consumer goes to a store or makes a purchase,which of the following has occurred?

A) Source identification
B) Encoding
C) Transmission
D) Decoding
E) Action

Question 16

Which of the following is an unpaid form of promotion?

A) Advertising
B) Personal selling
C) Telemarketing
D) Publicity
E) Sales promotion

Question 17

From the marketing manager's perspective,the first requirement for the purchase of a brand is that the consumer:

A) has an intention to purchase the brand.
B) performs the various behaviors to purchase the brand.
C) has a favorable brand attitude.
D) is aware of the brand.
E) has a recognized need for the product category/form.

Question 18

Which of the following statements about brand attitudes is TRUE?

A) They are not affected by advertising
B) They are consistent over time
C) They are not affected by product attributes, consequences, or end-goals
D) They vary across situations and contexts
E) They are based solely on product/brand knowledge

Question 19

According to the Elaboration Likelihood Model (ELM),the use of the central or peripheral route to persuade is predicated upon the:

A) amount of clutter present.
B) price of the product.
C) number of brands available.
D) consumer's level of involvement.
E) consumer's level of income.

Question 20

The most popular form of sales promotion is:

A) cents-off promotions.
B) rebates.
C) coupons.
D) contests.
E) multipack sales.

Question 21

Because relatively few consumers are in the market for a particular product,much of the advertising they are exposed to each day is not particularly relevant to their end goals and values.

Question 22

A positive attitude toward an ad will always lead to increased purchase of the brand.

Question 23

The ISTEA model emphasizes analysis of the customer as the starting point for strategy development.

Question 24

According to the MECCAS model,the executional framework is a part of the advertising strategy.

Question 25

The communication process begins when the source of the promotion communication determines what information is to be communicated and decodes the message in the form of appropriate symbols.

Question 26

According to the FCB grid,products like cars,wallpaper,and perfumes would be in the high involvement-feel products quadrant.

Question 27

Consumers have varying degrees of involvement with a product or brand because of intrinsic and situational sources of self-relevance.

Question 28

Advertising has been characterized as image management.

Question 29

Promotion clutter affects advertising as well as sales promotions.

Question 30

According to the Foote,Cone & Belding (FCB),all products purchased primarily for their functional consequences are termed as feel products.

Question 31

Marketers make a big mistake if they analyze consumers' brand attitudes in a relative or very specific sense.

Question 32

Brands that are high in intrinsic self-relevance are more likely to be purchased on impulse.

Question 33

Information contact with promotions can be intentional as well as incidental.

Question 34

A conventional salesperson makes 20 to 50 calls per day that last from one to two minutes and is closely supervised.

Question 35

In the central route to persuasion in the ELM,consumers who experience lower levels of involvement with the product or promotion message are motivated to pay greater attention to the central,product-related information and comprehend it at elaborate levels.

Question 36

Being highly visible,promotion strategies are often the target of marketing critics.

Question 37

If a brand has a distinctive advantage,promotion strategies will tend to focus on image advertising for which peripheral processing is appropriate.

Question 38

According to FCB,traditional think products cannot be marketed using feel advertising promotion strategies.

Question 39

In personal selling,the interactive communication situation allows salespeople to adapt their sales presentations to fit the informational needs of each potential buyer.

Question 40

Promotion objectives change over a product's life cycle as changes occur in consumers' relationships with the product and the competitive environment.

Question 41

What is the role/function of promotion? Briefly describe the four types of promotion.

Question 42

How has advertising's position in the promotion mix changed in the last decade? Why has this change occurred?

Question 43

Briefly describe the two environmental factors discussed in the text that can influence advertising and sales promotion strategies.

Question 44

Briefly explain how personal selling can be a powerful promotion method.

Question 45

The amount of marketing promotion has so increased that the effectiveness of any given promotion strategy may be impaired by _____,the growing number of competitive strategies in the environment

Question 46

Write a short note on evaluating the effects of the promotion strategy.

Question 47

_____ is any paid,nonpersonal presentation of information about a product,brand,company,or store.

Question 48

Explain the effect of consumers' attitudes toward advertisements.

Question 49

The _____ process begins when the source of the promotion communication determines what information is to be communicated and encodes the message in the form of appropriate symbols.

Question 50

List the objectives that should be considered during the designing of promotion strategies.

Question 51

Describe two behaviors that are critical to the success of promotion strategies: information contact and word-of-mouth communication.

Question 52

_____ involves direct personal interactions between a potential buyer and a salesperson.

Question 53

_____ is any unpaid form of communication about the marketer's company,products,or brands.

Question 54

_____ are direct inducements to the consumer to make a purchase.

Question 55

The _____ includes all the stimuli associated with the physical and social environment in which consumers experience promotion strategies.

Question 56

The _____ grid is based on two concepts: consumers' involvement and their salient knowledge,meanings,and beliefs about the product.

Question 57

List the sequence of goals or objectives for promotion communications.

Question 58

The _____ model illustrates the process of developing a personal selling promotion strategy.

Question 59

Briefly describe the communication process.Which steps are the most important?

Question 60

The _____ identifies two cognitive processes by which promotion communication such as advertising can persuade consumers: the central and peripheral routes to persuasion.