Mark 3324 Ch. 8

_____ advertising is perhaps the fastest growing alternative media, allowing for exposure to _____ who tend to avoid traditional media, such as TV. Fashion magazine, females age 18-24 Grocery store, older consumers age 55+ Video game, young males age 18-24 Billboard, children age 2-7 None of these choices are correct.

Video game, young males age 18-24

Skippy is a well-known brand of peanut butter that recently introduced a line of snack bars bearing the Skippy name. This is an example of _____. quality signals. a brand inference. repetition. a brand extension. co-branding.

a brand extension

The fact that all aspects of the perception process are extremely selective is referred to as _____. perceptual selectivity. sensory screening. ego defenses. perceptual defenses. None of these choices are correct.

a. perceptual defenses

Carla watches television shows whenever she has time because she uses a digital video recorder to record the shows. When she watches them, she fast-forwards through the commercials, which is known as _____. a. zipping. b. muting. c. zapping. d. voluntary exposure. e. exposure.

a. zipping

For a period of time, Energizer Batteries used mock commercials for seemingly boring, mundane products. A few seconds into the mock commercial, viewers heard the distinctive drumbeat of the Energizer Bunny before it marched across the screen. Several viewers said that when they heard the drums, they looked at and attended to the commercial because they liked the bunny. However, over time, viewers stopped paying attention to the commercial. What theory suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less? expectation theory adaptation level theory over-exposure theory wear-out theory dual-coding theory

adaption level theory

Denise tends to experience emotions more strongly than most people, so much so that there are some ads that she cannot even watch because they make her cry. This trait is known as ____ psychological differentiation. cognitive intensity. psychological intensity. physiological differentiation. affect intensity.

affect intensity

When Joan sees an ad with a kitten or puppy, she always pays attention because seeing them makes her feel so happy. This emotional or feeling response triggered by the ads is known as _____ consumer inference. perceptual relativity. cognitive interpretation. perceptual interpretation. affective interpretation.

affective interpretation

_____ is the emotional or feeling response triggered by a stimulus such as an ad Perceptual relativity Consumer inference Cognitive interpretation Perceptual interpretation Affective interpretation

affective interpretation

Any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not is known as _____ gorilla marketing. stealth marketing. tangential marketing. ambush marketing. product placement.

ambush marketing

Swiss Miss instant hot chocolate uses images of winter Olympic athletic events with athletes and fans warming up to a mug of their instant cocoa. While Swiss Miss is not an official sponsor of the winter Olympics, consumers viewing the ads might reasonably infer that they were. What type of marketing is this? Multiple Choice gorilla marketing ambush marketing stealth marketing unethical marketing product placement

ambush marketing

_____ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing. Selection Perception Exposure Interpretation Attention

attention

_____ is a series of activities by which stimuli are perceived, transformed into information, and stored. a. Perception b. Information processing c. Interpretation d. Selective exposure e. Perceptual exposure

b. Information processing

_____ occurs when one fast-forwards through a commercial on a prerecorded program, and _____ involves switching channels when a commercial appears. a. Zipping; muting b. Zipping; zapping c. Zapping; zipping d. Muting; avoiding e. Zapping; muting

b. zipping , zapping

What is an ability factor related to attention that may require less attention to the brand's ads by an individual due to their high existing knowledge? involvement brand familiarity interestingness brand equity contrast

brand familiarity

Attention is determined by which factor? a. the situation b. the stimulus and the individual c. the stimulus, the individual and the situation d. the individual e. the stimulus

c. the stimulus, the individual, and the situation

When a communication leads consumers to believe something about the product that is not true even though it doesn't present a direct false claim, this is known as _____. a direct claim. claim-belief discrepancy. inferential discrepancy. interpretation discrepancy. deceptive advertising.

claim-belief discrepancy

_____ involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved. Closure Ambush marketing Inference Figure-ground Proximity

closure

What is not considered a stimulus factor affecting attention? clutter size isolation intensity position

clutter

_____ represents the density of stimuli in the environment. Program involvement Intensity Isolation Repetition Clutter

clutter

Color and the nature of the programming surrounding the brand's advertisement are examples of _____ present in the situation that can play a role in consumer interpretation independent of the actual stimulus contextual cues stimulus characteristics situational organization stimulus traits stimulus cues

contextual cues

Which of the following is NOT a step in the information-processing model? a. memory b. exposure c. attention d. comparison e. interpretation

d. comparison

According to Nielsen, product placements on TV work best ______ a. when the characters praise the features of the brand. b. when an ad for the product appears during the commercial break. c. when there are more female than male viewers. d. when the characters praise the features of the brand and when an ad for the product appears during the commercial break. e. All of these choices are correct.

d. when the characters praise the features of the bran and when an ad for the product appears during the commercial break

Attention generally _____ across repeated exposures, and repetition often _____ recall. remains constant; increases increases; decreases decreases; increases remains constant; decreases increases; increases

decreases, increases

Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as _____. a. selective perception. b, perceptual lateralization. c. selective interpretation. d. exposure avoidance. e. ad avoidance.

e. ad avoidance

Individuals' interpretation of stimuli tend to be consistent with their expectations, an effect referred to as the _____ expectation bias. expectation response. affect intensity. expectation trait. individual bias.

expectation bias

Which of the following is an individual characteristic that influences interpretation? expectations organization proximity clutter changes

expectations

_____ involves presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background. Multiple Choice Closure Inference Figure-ground Fore-ground Proximity

figure-ground

_____ refers to the manner in which the message is presented. Lateralization Isolation Contrast Position Format

format

The idea behind ______ is that different parts of our brain are better suited for focused versus nonfocused attention. interpretation right brain/left brain lateralization subliminal lateralization hemispheric lateralization affective interpretation

hemispheric lateralization

An advertiser that surrounds its ads with positive programming _____ a. is tapping into the isolation effect. b. is basing their strategy on figure-ground theory. c. is utilizing adaptation level theory. d. increases the chances that their information is evaluated in a more positive light. e. None of these choices are correct.

increases the chances that their information is evaluated in a more positive light

Program-length commercials with an 800 number and/or Web address through which to order or request additional information are known as _____. infomercials. direct-to-consumer advertisements. product placement. infotorials. advertorials.

infomercials

Walker was gathering information on plasma and LCD TVs because he wanted to purchase one for his household. He bought several electronic product magazines, visited several electronics stores, searched the Internet, and paid attention to the ads in the newspaper to learn more about this product. However, he was confronted with so much information that he could not attend to all of it. In fact, he it got to the point that he would not attend to it and became frustrated. This is an example of _____. information burnout. giving up. information overload. shopping burnout. consumer backlash.

information overload

_____ is the assignment of meaning to sensations Information processing Interpretation Attention Hemispheric lateralization Perception

interpretation

_____ is separating a stimulus object from other objects. Isolation Formatting Positioning Lateralization Contrasting

isolation

The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the _____. just noticeable difference. inferential difference. minimal difference. discriminatory difference. perceptual difference.

just noticeable difference

Which side of the brain is primarily responsible for verbal information, symbolic representation, sequential analysis, and the ability to be conscious and report what is happening? right top front left back

left

James is interested in just about any type of electronic equipment, such as digital video recorders, computers, MP3 players, and digital cameras. He subscribes to several magazines devoted to these types of products, and he visits several different websites to learn more about these products. Which individual factor affecting attention is influencing James to attend to information about these products? ability interestingness motivation information quantity expectations

motivation

What is considered an individual factor affecting attention? motivation clutter attractiveness intensity isolation

motivation (individual factors affecting attention are motivation and ability)

What are the major individual factors affecting attention? needs and wants motivation and needs motivation and ability hemispheric lateralization and interpretation exposure and interpretation

motivation and ability

Which of the following is NOT an individual characteristic that influences interpretation? a. traits b.learning and knowledge c. expectations d. organization e. All of these choices are individual characteristics that influence interpretation.

organization

_____ is(are) a stimulus characteristic that refers to the physical arrangement of the stimulus objects and can affect consumer interpretation and categorization. Contextual cues Organization Proximity Rhetorical figures Closure

organization

Interpretation is generally a relative process rather than absolute, often referred to as _____ perceptual defenses. perceptual relativity. perceptual lateralization. selective perception. adaptation.

perceptual relativity

The voluntary and self-selected nature of online offerings where consumers "opt in" to receive email-based promotions is often referred to as _____. optional marketing. voluntary marketing. acceptable marketing. permission-based marketing. allowable marketing.

permission-based marketing

Some people are known as "super tasters" because they have a higher concentration of taste buds compared to normal people. As a result, they tend to dislike the taste of broccoli because they claim it is too bitter. What type of trait is this? physiological cognitive affective psychological mental

physiological

What is considered a stimulus factor affecting attention? clutter position motivation ability All of these choices are correct.

position

What is a situational factor affecting attention? repetition isolation ability motivation program involvement

program involvement

_____ refers to the fact that stimuli positioned close together are perceived as belonging to the same category Multiple Choice Organization Closure Affect Proximity Closeness

proximity

_____ meaning is the specific meaning assigned a word by a given individual or group of individuals based on their experiences, expectations, and the context in which the term is used Psychological Seminal Affective Cognitive Semantic

psychological

____ involve(s) the use of an unexpected twist or artful deviation in how a message is communicated either visually in the ad's picture or verbally in the ad's text or headline Affective interpretation Proximity Ambush marketing Contextual figures Rhetorical figures

rhetorical figures

Which side of the brain deals with pictorial, geometric, timeless, and nonverbal information without the individual being able to verbally report it? right left front top back

right

_____ meaning is the conventional meaning assigned to a word such as found in the dictionary. Psychological Seminal Semantic Cognitive Affective

semantic

The physiological ability of an individual to distinguish between similar stimuli is called _____ expectations. closure. sensory discrimination. consumer inference. just noticeable difference.

sensory

Which of the following characteristics influencing interpretation represents factors beyond the stimulus itself? stimulus situational inferential individual personal

situational

Which factor affecting attention includes stimuli in the environment other than the focal stimulus (i.e., the ad or package) and temporary characteristics of the individual that are induced by the environment, such as time pressures or a crowded store? individual factors external factors nonprogrammatic factors transient factors situational factors

situational factors

Cameron was searching the Internet for information on digital cameras. He went to a search engine (i.e., Google) and searched the key words "digital camera." Unbeknownst to him, several banner ads for brands and retailers of digital cameras appeared on the results page that were activated based on the terms he used in his search. These banner ads are known as _____. smart banners. zoned banners. smart placements. behavioral ads. product placement.

smart banners

A message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it is called a(n) _____ stimulus. lateralized subliminal unfocused sublingual subversive

subliminal

Which characteristics of a logo that has been found to lead to higher levels of logo liking symmetrically balanced extremely simple asymmetrically balanced depicting unusual objects extremely elaborate

symmetrically balanced

The size, shape, and color are specific _____ of the stimulus that can affect interpretation. traits elements cues contextual cues signals

traits

Barry decided he needs a new car, so he started looking at commercials on television and ads in magazines as well as visiting several websites. What type of exposure does this represent? considered voluntary selective nonvoluntary involuntary

voluntary

Currently, what percent of U.S. households has a DVR? Multiple Choice 30 percent 50 percent 10 percent 90 percent 70 percent

50%

_____ refers to the capacity of individuals to attend to and process information. IQ Intelligence Aptitude Ability Motivation

ability

Which of the following statements is false regarding stimulus factors and attention? a. Consumers pay more attention to stimuli that contrast with their background than to stimuli that blend with it. b. Attention generally increases across repeated exposures, particularly when those exposures occur in a short period of time. c. Stimuli with greater intensity (e.g., loudness, brightness, length) are more likely to be noticed than less intense stimuli. d. Individuals tend to be attracted to pleasant stimuli and repelled by unpleasant stimuli. e. Larger stimuli are more likely to be noticed than smaller ones.

b. Attention generally increases across repeated exposures, particularly when those exposures occur in a short period of time.

Which of the following statements is true regarding subliminal stimuli? a.Subliminal advertising has not been the focus of intense study and public concern. b. There is evidence that marketers are using subliminal messages. c. A subliminal ad is different from a "normal" ad in that it "hides" key persuasive information within the ad by making it so weak that it is difficult or impossible for an individual to physically detect. d. Research on messages presented too rapidly to elicit awareness indicates that such messages can actually have a substantial effect. e. Masked symbols, deliberate or accidental, do appear to affect standard measures of advertising effectiveness and can influence consumption behavior.

c. A subliminal ad is different from a "normal" ad in that it "hides" key persuasive information within the ad by making it so weak that it is difficult or impossible for an individual to physically detect.

Carl is doing his homework and has the television on in the background. While it is on, several commercials aired. What stage of the information-processing model does this represent? a. interpretation b. attention c. action d. exposure e. memory

d. exposure

Which strategy for overcoming the barriers presented by DVR involves the seamless insertion of household addressable ads into both live and recorded video content from the DVR hard drive? a. dynamic ad b. placement c. hybrid ads d. forced ad exposure e. ad integration product placement

dynamic ad

_____ represents the number of cues in the stimulus field. Contrast Information Quantity Expectations Size/Intensity Interestingness

information quantity

Sam doesn't know much about digital video recorders, so when he went shopping for one, he decided on the model that had the highest price and the best warranty as well as one he had seen a lot of advertising for. Sam used these factors as _____. sensory cues. quality signals. just noticeable difference cues. inferential variables. choice determinants.

quality signals

Which of the following is not a situational characteristic influencing interpretation? a. time pressure b. mood c. number of other individuals present d. the nature of the material surrounding the message in question e.All of these choices are situational characteristics influencing interpretation.

All of these choices are situational characteristics influencing interpretation.

Some people experience emotions more strongly than do others, which is a trait known as _____ affect intensity. psychological differentiation. physiological differentiation. psychological intensity. cognitive intensity.

affect intensity

Which of the following is false regarding ad avoidance? a. Higher social classes avoid ads more than lower social classes. b. Females are more likely to avoid ads than males. c. Hectic lifestyles increase ad avoidance. d. High levels of advertising clutter increase ad avoidance. e. Younger consumers avoid ads more than older consumers.

b. Females are more likely to avoid ads than males.

Which of the following statements is true regarding stimulus position and attention with respect to advertising? a. Position effects in advertising are the same regardless of the medium used. b. For U.S. readers, high-impact zones in print ads and other print documents tend to be more toward the top and left of the ad. c. In television, the probability of a commercial being viewed and remembered increases as it moves from being the first to air during a break to the last to air. d. Ads on the left-hand page receive more attention than those on the right based on how we peruse magazines and newspapers. e. In online contexts, horizontal banners attract more attention than vertical banners.

b. For U.S. readers, high-impact zones in print ads and other print documents tend to be more toward the top and left of the ad.

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _____ a. acceptance. b. interpretation. c. action. d. behavior. e. attitudes.

b. interpretation

Which of the following statements is false regarding situational factors affecting attention? a. Clutter represents the density of stimuli in the environment. b. Program involvement refers to how interested viewers are in the program or editorial content surrounding the ads. c. Motivation and ability are two major situational factors affecting attention. d. Clutter and program involvement are two major situational factors affecting attention. e. In advertising, consumers pay less attention to a commercial in a large cluster of commercials than they do to one in a smaller set.

c. Motivation and ability are two major situational factors affecting attention.

Which of the following stages of the information-processing model constitute perception? a. exposure and attention b. exposure, attention, interpretation, memory, and action c. exposure, attention, and interpretation d. exposure, attention, interpretation, and memory e. exposure

c. exposure, attention, and interpretation

_____ is a process whereby stimuli are placed into existing categories of meaning Perceptual interpretation Perceptual relativity Affective interpretation Cognitive interpretation Consumer inference

cognitive interpretation

Beverly went to the store to purchase instant hot chocolate mix for her family. A sign near the hot chocolate directed her to a specific aisle where she could purchase marshmallows. This is an example of a(n) _____. overlay. cross-promotion. brand extension. simultaneous promotion. co-brand.

cross-promotion

Ron owns a small retail establishment and is seeking your advice regarding getting shoppers' attention in the store. What should you recommend to Ron to help him get shoppers' attention? a. Ron should not use large displays because that can overwhelm shoppers. b. Ron should not use displays with moving parts because they will distract shoppers. c. Ron should use cool colors, such as blues and grays, for displays. d. Ron should use warm colors, such as reds and yellows because they are more arousing than cool colors. e. Ron should use displays with as much information as possible because shoppers will attend to all of it.

d. Ron should use warm colors, such as reds and yellows, because they are more arousing than cool colors.

_____ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves. Perception Attention Interpretation Exposure Perceptual offense

d. exposure

The manufacturer of the Little Giant Ladder runs a commercial that is 60 minutes long. The inventor of the ladder shows the versatility and uniqueness of this ladder, and several "regular" people demonstrate how easy it is to use. In fact, this ladder is over 20 ladders in one because of the many different ways it can be configured. Viewers can call the 800 number or visit the website to purchase this product. This is an example of a(n) _____. product placement. advertising program. infomercial. infotorial. advertorial.

infomercials

_____ is a drive state created by consumer interests and needs. Ability Motivation Focused attention Cognition Emotion

motivation

_____ indicates motivation or interest in a specific product category, and it can be temporary or enduring. Focused attention Ability Product involvement Cognition Interest

product involvement

_____ involves incorporating brands into movies, television programs, and other entertainment venues in exchange for payment or promotional or other consideration, with the goal being to add realism to the scene, give subtle exposure to the brand, and influence consumers in an unobtrusive manner. Product synergy Product placement Brand integration Ad integration Product integration

product placement

When a teenager says, "It's cool," his friends understand that he's not talking about the temperature. In this case, the meaning of the word, "cool," is based on its _____ meaning semantic seminal cognitive psychological affective

psychological