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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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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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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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
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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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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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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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