MKT 3323 Chapter 8

In the study cited in the text, it was noted that _____ of DVR users watched certain ads because they found them interesting while skipping those that were not of interest.

90%

Kellen saw an ad for the new nail polish in a magazine and noticed it was called "no chip." When she saw the same ad in a different magazine, she noticed the polish also came in ten new colors. What process does this represent?

Attention reallocation

Which of these promotional efforts is using isolation as a way to attract attention to a product?

Delish-Cookies provides a stand-alone end-cap to grocery stores for its cookies to be displayed in.

What are the three factors that determine attention?

Situation Stimulus Individual

What are three examples of quality signals that can create inferences

Warranties Advertising Price

__________ is a process whereby stimuli are placed into existing categories of meaning.

__________ is a process whereby stimuli are placed into existing categories of meaning.

In the context of consumer inferences, what is a claim-belief discrepancy?

a communication that leads a consumer to believe something about a product that is untrue

The capacity of individuals to pay attention to and process the information they see in an ad refers to which individual factor?

ability

Perceptual defenses imply that individuals are _____ recipients of marketing messages.

active

Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as

ad avoidance

Which type of ad is likely to receive the most attention from a consumer?

ad with attractive visuals

For products with low consumer involvement, what can marketers do to increase their sales?

advertise their products in reputable media that their target market is interested in

The repetition associated with an ad refers to the number of times

an individual is exposed to an ad or brand logo over time

There are many boxes of toothpaste on store shelves. When a consumer notices one box in particular and picks it up to read about it, that consumer is in the _____ stage of perception.

attention

Which stage of processing occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing?

attention

What is an example of contextual cues that influence the interpretation of an advertisement?

background color and the nature of programs surrounding an ad

Individuals who know all about a product may not pay attention to an ad for that product because of their knowledge. This is known as

brand familiarity

Advertisements must perform which two critical tasks?

capture attention convey meaning

Consumers are more responsive and receptive to messages in permission-based marketing because they

control the messages they are exposed to.

In a study by Initiative, what three things were found to increase ad avoidance?

demographics lifestyle social class

Using attractive visuals in an advertisement for a brand might _____.

draw attention away from the brand

Which form of marketing displays is likely to draw the most attention to itself?

dynamic digital signage

A study found that shoppers associated promotional signs next to products in retail stores with reduced prices even though this wasn't always the reason for the sign. This shows how _____ can affect interpretation.

expectations

Consumers in low-context cultures are more likely to

focus on an advertisements literal meaning.

In the context of stimulus factors that affect attention, _____ refers to the manner in which a message is presented, and involves arranging items or elements to reduce competition for attention across items and elements.

format

In marketing, consumers are often required to make inferences, which

go beyond what is directly presented or stated.

What is the best way to view a banner ad?

go online and use a search engine

How can marketers increase the attention paid to an advertisement when program involvement is low?

improving ad quality

Program-length television commercials with a web address and/or a toll-free number through which a person can order or request additional information are known as

infomercials

When consumers receive so much information they cannot or will not attend to all of it, the consumer is experiencing _

information overload

_____ is a series of activities by which stimuli are perceived, transformed into information, and stored.

information processing

__________ is the assignment of meaning to sensations.

interpretation

The aspect of intensity in online contexts that refers to the degree to which one is forced to see or interact with a banner ad or pop-up in order to see the desired content is known as

intrusiveness.

The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the

just noticeable difference

Which two areas of a print advertisement are found in the high-impact zone?

left top

Going to the store to buy yarn because you are interested in knitting a scarf is an example of which individual factor of attention?

motivation

Which individual factor of attention is created by consumer interests and needs?

motivation

__________ is(are) a stimulus characteristic that refers to the physical arrangement of the stimulus objects and can affect consumer interpretation and categorization.

organization

According to the adaptation level theory, people

pay less attention to a stimulus that doesn't change

The first three stages of the information process, which are attention, interpretation, and exposure, constitute

perception

The process of consumers voluntarily exposing themselves to marketing messages and opting in to receive promotions is known as

permission based marketing

The grocery store put all the low-sodium soups on the middle shelf which would put them directly in the shoppers' line of sight. Which stimulus factor is the grocery store considering as it tries to call attention to these soups?

position

__________ indicates motivation or interest in a specific product category, and it can be temporary or enduring.

product involvement

Harrison told his roommate that the movie was great and every robot in the film had a giant Duracell battery pack on its back. What is Duracell using to expose its products to the market?

product placement

One way a soft drink company might promote its products is by placing a photo of an athlete drinking a can of its soda on a bench at a bus stop. This type of promotional effort is called

product placement

Every time Nina sees the television ad where the mom is dropping her son off at college, she starts to cry because it reminds her of when she went through that process. This example shows how _____ influence how we interpret the marketing message.

psychological traits

An artful deviation or unexpected twist in the way a message is communicated either visually in an advertisement's image or verbally in an advertisement's headline or text is called a

rhetorical figure.

Magazine advertisements that are on the _____ side of the page tend to receive more attention than ads on the other side.

right-handed

In the context of information-processing by individuals, perceptual defenses refer to the

selectivity of perception and memory.

Slotting allowances help companies enhance which stimulus factor related to their products?

size

What are two types of stimulus factors associated with advertisements that affect a consumer's attention?

size of ad colors used in ad

With so many face creams on the market, Skin-Joy Inc. pays a fee to all of its retailers just to gain store shelf space. This fee is called a(n)

slotting allowance

The physical characteristics associated with a television advertisement, such as loud music and colorful images, are types of

stimulus factors

The physical arrangement of stimulus objects is known as

stimulus organization.

Corinne is shopping for a couch and has done several online searches. Now when she turns on her computer, a banner shows up promoting 25% off furniture at the national retail store. She clicks on it to see if there's a couch she likes. This is an example of _____ online message exposure. Multiple choice question.

voluntary

Sanjay records his favorite television shows each week and fast-forwards through the commercials when he watches them. What is Sanjay using to control his media exposure?

zipping

Which of these situations demonstrates the exposure stage in the information-processing model?

Henri noticed there was an advertisement wrapped around the entire city bus.

Darren likes the new packaging for the cookies he purchases because it looks different from other packages. Which of the following traits appeals to Darren?

Incongruity

what are three aspects of the interpretation process that are important to consider?

It is subjective and open to psychological bias. It is a relative process,rather than absolute. It can be a cognitive process or an affective process.

Which of these consumers is making an inference?

Jan saw an ad for a car and thought it would be great for camping trips because it was shown driving through a forest.

In which of the following situations, consumers are not drawing inferences about product quality based on a nonquality cue?

Jensen won't buy yoga pants at the big box store again. She thinks the pants she buys online are just as good even though they cost a little more.

which of these situations shows how a physiological trait can affect the marketing message?

Kevin flipped quickly past the ad for soy milk because he is allergic to soy.

What is an example of attention reallocation?

Micah keeps seeing the same car commercial and learns something new about the car each time.

What can a marketer include in a radio ad that demonstrates using isolation to attract attention?

Moment of silence

What are two types of linguistics that marketers can use to affect the way consumers respond to a product?

Morphemes Phonemes

Position is a stimulus factor that affects attention because it refers to what aspect of a product?

Placement in physical space or time

What is an accurate description of brand extension and co-branding?

There must be a perceived fit between the two brands or the core brand and its extension.

What is an accurate statement about subliminal ads?

They hide key persuasive information from an individual.

How do situational characteristics affect the way consumers pay attention to an advertisement?

They provide context for the interpretation of an advertisement.

Attention is determined by three factors: the stimulus, the individual, and the situation. True or False

True

Consumer motivation and ability are the major individual factors affecting attention. True or False

True

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

affect intensity

Which type of manufacturers have used the concept of "weighting out" in their products for years?

candy bar makers

A retail strategy in which marketers promote products by placing signage near their complementary products in another area of the store is known as

cross-promotion

Infomercials are more likely to be viewed by ______, which causes them to increase the likelihood of word-of-mouth communications about a product or brand.

early adopters

In most situations, a consumers interpretation of a stimuli matches their expectations of that stimuli. This is known as

expectation bias

Affective interpretation is a process whereby stimuli are placed into existing categories of meaning.

false

Dual-branding is an alliance where two brands are put together on a single product.

false

The right 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. True or false

false

A term that is applied to activities that take place on each side of a person's brain is

hemispheric lateralization.

Natalia wishes she could turn off all the pop-up ads that show up every time she does an online search. This is an example of _____ online message exposure.

involuntary

Manufacturers who use "weighting out" are applying which principle to their products?

just noticeable difference

Providing lots of information helps increase the amount of attention a print advertisement gains, but the same tactic doesn't work for television advertising because it

leads to information overload

Deceptions used by a company are easily detectable when the company

makes direct claims about its brands or products that are false.

_____ refer to how the sounds of letters and words can symbolize product attributes.

phonemes

Which of the following is a situational factor affecting attention?

program involvement

Marketers worry about their product promotions becoming familiar to consumers because the

promotions will no longer contrast a consumer's expectations and attract attention.

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.

rhetorical figures

Rhymes, puns, and metaphors used in an advertisement are examples of.

rhetorical figures.

The ability to distinguish between the clarity of two HD television screens is an example of

sensory discrimination.

Banner ads that are activated based on terms used in search engines are called _____ banners.

smart

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

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.

subliminal

A message that is presented so quickly or softly or is so masked by other messages that a person is unaware of having heard or seen it is known as a(n)

subliminal stimulus.

An individual's attention to a particular product in a store can change if that person becomes distracted by their phone ringing. This demonstrates how attention always occurs within

the context of the situation.

Sensory discrimination refers to

the physiological ability of an individual to distinguish between similar stimuli.

What two elements are shown to increase an individual's level of interest in a television advertisement?

the use of a plot the possibility of a surprise ending to the ad

True or false: Ad avoidance increases as advertising clutter increases.

true

A marketer is more likely to increase the consumers' feelings of arousal and excitement with an advertisement that

uses warm and bright colors.

What are three methods consumers use to control their exposure to television ads?

zapping zipping muting

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

zipping