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

Accepted Answer

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

Accepted Answer

Sara received information about the sale through her cousin, indicating that it was through personal communication rather than paid promotional efforts. This falls under the category of word-of-mouth marketing.

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.

Accepted Answer

Marketers often ignore consumers who dislike the brand and never buy it because they are unlikely to convert into customers, making it inefficient to target them.

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

Accepted Answer

Information contact refers to the way consumers acquire information about a product or service. Promotion behavior seeks to increase the amount of information available to consumers through advertising, personal selling, and other persuasive tactics. Therefore, the level of information contact is closely linked to promotion behavior.

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.

Accepted Answer

Test marketing is not necessarily part of the promotion mix, as it is a research method used to gauge consumer response to a new product or marketing campaign. The other options are all traditional components of the promotion mix.

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

Accepted Answer

The Foote, Cone & Belding (FCB) grid classifies products based on the level of involvement and the type of processing (think or feel) that consumers use in their purchasing decisions. Products like rum, ice cream bars, and greeting cards typically involve low consumer involvement and are more associated with feelings or emotions rather than extensive cognitive processing. Therefore, they fall under the "Lower involvement-feel products" quadrant.

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.

Accepted Answer

Managing promotion strategies involves analyzing consumer-product relationships, designing/implementing a promotion strategy, determining the promotion objectives, and evaluating the effects of the promotion strategy. However, redesigning product/brand attributes is not directly related to managing promotion strategies.

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.

Accepted Answer

Copy testing measures consumers' reactions to an ad and helps determine the meanings they derive from the ad. It is used to evaluate the effectiveness of an ad before it is released. Ad tracking, pretesting, concept testing, and post-testing are other methods used in advertising research.

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

Accepted Answer

Analyzing cognitive responses is actually a criterion that is considered during the design of promotion strategies. Promotion strategies are designed to influence behaviors, inform, transform affective responses, and remind customers. However, analyzing cognitive responses is not one of the criteria that are considered.

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.

Accepted Answer

The growing number of competitive strategies in the promotion environment has led to promotion clutter, where consumers are bombarded with multiple promotional messages and find it difficult to pay attention to any particular message. This can lead to a decrease in the effectiveness of promotional efforts.

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

Accepted Answer

To create/maintain a differential advantage is the correct answer because promotions can help a product or brand stand out from the competition and create a unique selling proposition.

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.

Accepted Answer

The answer of The basic value or end goal to...

Question 13

The ISTEA model is composed of all of the following EXCEPT:
A) impressions.
B) strategies.
C) transmission.
D) evaluation.
E) attitudes.

Accepted Answer

The answer of The ISTEA model is composed of all...

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

Accepted Answer

Personal selling allows for the most interaction with the consumer, as it involves face-to-face communication with potential buyers. It also allows for adapting sales presentations to fit the informational needs of each potential buyer, as salespeople can have individual conversations with each customer. Personal selling tends to generate the most involvement, as it allows for building relationships and addressing any concerns or questions the customer may have.

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

Accepted Answer

The correct choice is E - Action. When a consumer goes to a store or makes a purchase, it is the final step in the communication process where the message has been received, decoded, and the intended action has been taken. Source identification, encoding, and transmission are all earlier steps in the communication process that lead up to the consumer taking 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

Accepted Answer

Publicity refers to non-paid media coverage of a business or product, such as news stories, feature articles, or mentions on social media. It is a form of promotion that relies on the media to share information about the brand.

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.

Accepted Answer

The first requirement for the purchase of a brand is that the consumer has a recognized need for the product category/form. Without this recognition, the consumer may not even consider purchasing the brand, regardless of their brand attitude or behavior towards it. Therefore, option E is the best choice. While options A, B, C, and D are all important factors in the decision-making process for a purchase, they are dependent on the consumer first recognizing their need for the product.

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

Accepted Answer

Brand attitudes can vary depending on the situation or context in which the product/brand is being considered. For example, a brand of luxury sports car may have a positive brand attitude among car enthusiasts, but a negative brand attitude among environmentalists concerned with fuel efficiency.

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.

Accepted Answer

The Elaboration Likelihood Model (ELM) states that the use of the central or peripheral route to persuasion is based on the consumer's level of involvement. Consumers who have a high level of involvement with a product or service are more likely to use the central route to persuasion, which requires them to pay close attention to the message being presented and consider the arguments carefully. On the other hand, consumers with a low level of involvement are more likely to use the peripheral route, which relies on cues such as attractiveness of the presenter or the perceived credibility of the source. Therefore, the consumer's level of involvement is the best predictor of which route to persuasion will be most effective.

Question 20

The most popular form of sales promotion is:
A) cents-off promotions.
B) rebates.
C) coupons.
D) contests.
E) multipack sales.

Accepted Answer

Coupons are the most popular form of sales promotion because they offer an immediate discount to the consumer when making a purchase. They are easy to distribute through various channels like newspapers, magazines, online, social media, and mobile devices. In addition, coupons track the effectiveness of the promotion as it is easy to measure the number of coupons redeemed in the store. Cents-off promotions, rebates, contests, and multipack sales are also popular, but not as widely used as coupons.

Quiz 17: Consumer Behavior and Promotion Strategy

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

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?

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

Which of the following is associated with promotion behavior?

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

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?

Managing promotion strategies involves all of the following EXCEPT:

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

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

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

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

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

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

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?

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

Which of the following is an unpaid form of promotion?

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

Which of the following statements about brand attitudes is TRUE?

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

The most popular form of sales promotion is: