10/20/2020 CIA-2 : Consumer Behaviour and Marketing Communications (KMB MK 02)-MBA-III
CIA-2 : Consumer Behaviour and
Marketing Communications (KMB MK
02)-MBA-III
* Required
Evening Slot:(01:00 PM to 02:00 PM)
Course Outcomes
CO1: Understand consumer behaviour as a field of study and identify the factors affecting it.
CO2: Develop the cognitive skills to enable the application of the knowledge pertaining to CB to
marketing decision making and activities
CO3: Use the various types of media planning in context of legal and ethical issues.
CO4: Apply an IMC approach in the development of an overall advertising and promotional plan.
CO5: Develop critical thinking and analytical ability through developing an integrated marketing
communication campaign
Attempt All Questions
30X1=30 Marks
Q. ............... suggest to the consumer that he or she can avoid some negative
experience through the purchase and use of a product or through a change in
behavior. (CO3, BL2) *
Responsibility appeal
Fear appeals
Humour appeals
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10/20/2020 CIA-2 : Consumer Behaviour and Marketing Communications (KMB MK 02)-MBA-III
Humour appeals
Family appeals
Q. Which tool of the promotional mix is defined as any paid form of nonpersonal
presentation and promotion of ideas, goods, or services by an identified
sponsor? (CO3, BL1) *
advertising
public relations
direct marketing
sales promotion
Q. The ‘heart and soul’ of an Ad. Agency is: (CO3, BL1) *
Media department
Account department
Creative service department
Finance department
Q. Smoke detectors, preventive medicines, insurance, retirement investments,
seat belts, burglar alarms, and sunscreen are all examples of products to satisfy
consumers' _____ needs. (CO2, BL3) *
safety
self-actualization
physiological
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belongingness
Q. Advertising is intended to ____________ and _______________. (CO3, BL1) *
persuade and inform.
awareness and inform.
persuade and awareness.
inform and creativity.
Q. When planning marketing communications, events are scheduled: (CO3, BL2)
*
in rough order
in parallel
sequentially
randomly
Q. ___________________ is used heavily when introducing a new product category.
(CO3, BL1) *
Persuasive advertising
Inferential advertising
Reminder advertising
Informative advertising
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10/20/2020 CIA-2 : Consumer Behaviour and Marketing Communications (KMB MK 02)-MBA-III
Q.Marriage, childbirth, and divorce constitute the ________ that shape the
consumption pattern of individuals. (CO2, BL2) *
psychological life cycle
product life cycle
social status
critical life events
Q. A specific communication task to be accomplished with a specific target
audience during a specific period of time is called an: (CO3, BL1) *
advertising campaign.
advertising objective.
advertising criterion.
advertising evaluation.
Q. Which of the following is an example of a social influence on consumer
behavior? (CO2, BL3) *
The fashion editor of Seventeen magazines writes that any teen who wants to be
welldressed for the first day of school must wear a shirt that matches with his/her
shoes
The manufacturer of a line of aromatherapy candles markets them at very exclusive
stores
Wh A t t th t t b d f E t h d id d
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10/20/2020 CIA-2 : Consumer Behaviour and Marketing Communications (KMB MK 02)-MBA-III
When Arne went to the store to buy a new dress for Easter, she decided not to buy
anything because of the crowded conditions of the store
Billie purchased a pair of Honey brand clogs instead of the Birkenstocks she wanted
because the Birkenstocks were too expensive
Q. The headline for the Healer shoes ad reads, “I'm comfortable being the
greatest that ever was or will be. Be comfortable. Uncompromised. Start with
your feet.” The ad shows a picture of Muhammad Ali, world famous boxer. In
terms of Maslow's hierarchy, this ad was designed to appeal to the consumer's
_______________. (CO2, BL3) *
Psychological needs
Need for esteem
Safety needs
Self-actualization needs
Q. If Sony tries to convince consumers that its brand of computer disks is the
best quality for the money, it is using which of the following forms of
advertising? (CO3, BL3) *
informative advertising
psychological advertising
reminder advertising
persuasive advertising
Q. Gross rating points (GRPs) are: (CO3, BL2) *
Reach multiplied by frequency
Reach multiplied by rating
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Reach multiplied by rating
Rating multiplied by frequency
Cost divided by reach
Q. All of the following are commonly recognized promotion budget formats
EXCEPT: (CO3, BL2) *
the affordable method.
the LIFO method.
the percentage-of-sales method.
the objective-and-task method.
Q. Communication is the sharing of meaning and requires six elements. Those
elements are a source, a(n) _____, a channel of communication, a receiver, and
the processes of encoding and decoding. (CO3, BL1) *
sender
message
trademark
slogan
Q. Which of the following WOULD NOT be one of the primary advertising
objectives as classified by primary purpose? (CO3, BL1) *
to inform
to persuade
to remind
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10/20/2020 CIA-2 : Consumer Behaviour and Marketing Communications (KMB MK 02)-MBA-III
to make profits
Q. Developing an effective message strategy begins with identifying customer
___________ that can be used as advertising appeals. (CO3, BL1) *
demographics
lifestyles
psychographics
benefits
Q. When Avis positioned itself against market-leading Hertz by claiming, “We’re
number two, so we try harder,” it was using which of the following forms of
advertising? (CO3, BL3) *
informative advertising
psychological advertising
reminder advertising
comparative advertising
Q. Marketers who target consumers on the basis of their ________ believe that
they can influence purchase behavior by appealing to people's inner selves.
(CO2, BL2) *
core values
sophistication
money constrain
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10/20/2020 CIA-2 : Consumer Behaviour and Marketing Communications (KMB MK 02)-MBA-III
money constrain
social class
Q. Identify an economic circumstance that can greatly affect any product or
brand choice. (CO2, BL2) *
retirement
values
lifestyle
borrowing power
Q. .____________ is the definition of reference groups. (CO2, BL1) *
Groups that an individual looks to when forming attitudes and opinions
Groups of people who have been referred to by someone they know
Groups of office colleagues
Chat groups on the internet
Q. To celebrate the 100th anniversary of its founder, Disney is using advertising,
direct marketing, Internet promotion, and partnerships with other companies. In
other words, Disney is using: (CO3, BL2) *
implemented market codes (IMC).
interactive media convergence (IMC).
an infrastructure of market customization (IMC).
integrated marketing communications (IMC)
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10/20/2020 CIA-2 : Consumer Behaviour and Marketing Communications (KMB MK 02)-MBA-III
g g ( )
Q. The first step in developing an advertising program should be to: (CO3, BL1) *
set advertising objectives.
set the advertising budget.
evaluate advertising campaigns.
develop advertising strategy.
Q. A __________________ is a promotion strategy that calls for spending a lot on
advertising and consumer promotion to build up consumer demand. If the
strategy is successful, consumer demand will move the product through the
channel. (CO3, BL2) *
push strategy
pull strategy
blocking strategy
integrated strategy
Q. If a company’s objective were to reach masses of buyers that were
geographically dispersed at a low cost per exposure, the company would likely
choose which of the following promotion forms? (CO3, BL2) *
advertising
personal selling
public relations
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10/20/2020 CIA-2 : Consumer Behaviour and Marketing Communications (KMB MK 02)-MBA-III
public relations
sales promotion
Q. __________ is the single factor that best indicates social class. (CO2, BL1) *
Time
Money
Occupation
Fashion
Q.Which of the following is NOT part of group influence? (CO2, BL2) *
Social Class
Social Group
Reference Group
Personality
Q. _______________ describes changes in an individual’s behavior arising from
experience. (CO2, BL1) *
modeling
motivation
perception
learning
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10/20/2020 CIA-2 : Consumer Behaviour and Marketing Communications (KMB MK 02)-MBA-III
Q. Which of the following is usually NOT an area of responsibility for people who
work in an advertising agency? *
Research
Creativity
Printing
Buying
Q. After determining its advertising objectives, a company next sets its
____________ for each product.(CO3, BL1) *
advertising strategy
advertising budget
advertising goals
advertising format
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