Midterm Exam (Take Home) Fall - 2020
Subject: Consumer Behavior
Submission Day: Saturday
Instructor: Mr. Minhaj Akram, Umer Ahrar &
Muhammad Waqas Rana
Submission Date: 28/11/20
Max. Marks: 25
Program: BBA
Department of Business Administration
Read the following Instructions carefully.
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Attempt all the questions from the paper
Please make sure to mention your name, ID number and section code on top of the first
page of your MS Word file.
Submit your answers in MS Word File only and hand written documents are not
allowed.
Solve the questions in sequence as given in the paper.
Justify your answers with the help of real-life examples/ practical application.
If any fact and figures are considered to justify the answer, cite the source properly.
Identical answers will be marked ‘zero’ thus, refrain from cheating or copying from the
internet.
The whole one week starting from 22nd to 28th November 2020 is allocated to attempt
and submit the paper.
Students should meet their submission deadline as there is no re-take or re-attempt
after the deadline.
Do not post the answers of the exam on any medium.
Do not store electronic files of the exam anywhere.
Page 1 of 4
Q1. List some situations in which sensory memory is useful for you. What do you think your
experience of the stimuli would be like if you had no sensory memory? (Between 200-250
words)
(7 Marks)
Q2(a). Collect a sample of three Ads (YouTube Links) that appeal to Instrumental
Conditioning. Which type of conditioning is being communicated in each ad and how is this
done? (Between 50-100 words for each ad)
(3 Marks)
Ad 1 Link:
Ad 2 Link:
Ad 3 Link:
Page 2 of 4
Question 2(b). Is this an effective approach to designing a marketing communication? (50100 words)
(3 marks)
Q3. Collect ads for four different brands (Print ad) in an identical product category (e.g.,
detergent, cars, toothpaste, etc). Discuss how psychographics segmentation was used within
the ads and the media format in which they appear. (Between 150-200 words)
(6 Marks)
Q4. Find three ads (print or TVC’s) for EACH concept bearing (Between 150-200 word)
(6 Marks)
a. Achievers
b. Believers
c. Product specific segmentation
Page 3 of 4
Q1. List some situations in which sensory memory is useful for you. What do you think your
experience of the stimuli would be like if you had no sensory memory? (Between 200-250
words) QUESTION IS OF CONSUMER BEHAVIOR SUBJECT
Expert Answer
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Answer: The sensory memory is a type of brief memory that helps in retaining the impressions related
with sensory information even after the sensory stimuli has stopped. This sensory memory helps in
remembering and making sense of the information that we see around. Without it there is no way that can
help in making sense of the immediate experience that we have. It provides a mental impression of how the
events in the environment look and feel like. Thus in short it helps in the understanding the events around
us and taking decisions based on the experiences that we have. Without such memory it will become very
difficult to make sense of our immediate external environment and make sense from the events. It helps in
recognition process like it helps us to identify a familiar color or voice. Though it is short lived still it plays
an important role in shaping our interactions with the World around us. Therefore it plays a vital role in the
overall memory processes. It is because of the sensory memory that our long term and short term memory
develops. It also helps us recognizing the threats and opportunities that are present in our environment and
plays an important role in our survival.
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