Integrated Marketing Communications Week 3

The first step in the consumer decision-making process is:

• evaluation of alternatives.

• information search.

• problem recognition.

• internal search.

Which is an example of recognition of a need in the consumer decision-making process?

• Marvin goes to the store and buys an item along with a complementary good.

• Suzanne decides she made a terrible mistake in her last purchase and vows to do better next time.

• Sani considers the iPhone versus other brands and tries to decide which would be best, based on costs and benefits.

• After watching an advertisement for Wrangler jeans, Denise decides she would like to buy a new pair.

The two components of the consumer decision-making process that are most critical to developing an integrated marketing communications program are:

• problem recognition and information search.

• information search and evaluation of alternatives.

• evaluation of alternatives and purchase decision.

• problem recognition and evaluation of alternatives.

When a consumer thinks about brands she is willing to consider, which takes place?

• the consumer experiences uneasiness

• an internal information search

• an external information search

• the beginning of the search process

During a search for purchase information, which factor increases the probability that a brand will be selected?

• Brand parity

• Brand equity

• Product viability

• Brand ambiguity

During the internal search process for product information, a key objective for creatives and brand managers is to:

• have information readily available to consumers.

• make sure the company's brand is part of the consumer's inert set.

• have the brand in the person's cognitive map.

• make sure the company's brand is part of the consumer's set of potential alternatives.

In consumer decision-making, a person evaluates alternations following which process?

• the individual experiences a need

• the personal has eliminated all outside possibilities

• the consumer believes she has sufficient information after an internal search

• the consumer experiences post purchase dissonance.

An external search for purchase information occurs when:

• the consumer is uncertain about which brand to purchase.

• the internal search has been successful.

• the evaluation of alternatives has been completed.

• a purchase has been finalized and the buyer is looking for reassurance.

A person's educational level combined with specific knowledge about a product category determines the:

• ability to search.

• desire to search.

• need for cognition.

• involvement level.

Which individual would likely have the greatest ability to conduct an external search for information in the buying decision-making process?

• Joe, who has a low level of knowledge about the product category.

• Marcia, who has an extensive knowledge of the product category.

• Alicia, who has knowledge of the product category, but not enough to make an intelligent decision.

• Lucas, who has a low educational level.