Chapter 8 MKTG 4410

subliminal

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.

A and B A) when the characters praise the features of the brand B) when an ad for the product appears during the commercial break

According to Nielsen, product placements on TV work best ______

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

An advertiser that surrounds its ads with positive programming _____.

ambush marketing

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 _____.

decreases; increases

Attention generally _____ across repeated exposures, and repetition often _____ recall.

40 percent

Currently, what percentage of U.S. households has a DVR?

perceptual relativity

Interpretation is generally a relative process rather than absolute, often referred to as _____

interpretation

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _____.

affect intensity

Some people experience emotions more strongly than do others, which is a trait known as _____

hemispheric lateralization

The idea behind _____ is that different parts of our brain are better suited for focused versus nonfocused attention.

traits

The size, shape, and color are specific _____ of the stimulus that can affect interpretation

motivation and ability

What are the major individual factors affecting attention?

symmetrically balanced

Which characteristic of a logo has been found to lead to higher levels of logo liking?

ad avoidance

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

Rhetorical figures

___ 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.

Figure-ground

___ 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.

Cognitive interpretation

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

Product involvement

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

Closure

____ involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved.

Motivation

____ is a drive state created by consumer interests and needs.

Interpretation

____ is the assignment of meaning to sensations.

Affective interpretation

____ is the emotional or feeling response triggered by a stimulus such as an ad.

Proximity

____ refers to the fact that stimuli positioned close together are perceived as belonging to the same category.

Video game; young males age 18-24

_____ advertising is perhaps the fastest-growing alternative media, allowing for exposure to _____ who tend to avoid traditional media, such as TV.

Product placement

_____ 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.