MKTG 367 Chapter 8

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

infomercials

_____ 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. A) Ad integration B) Product integration C) Brand integration D) Product placement E) Product synergy

product placement

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

right

_____ represents the density of stimuli in the environment. A) Program involvement B) Clutter C) Repetition D) Intensity E) Isolation

clutter

Attention is determined by which factor? A) the stimulus B) the individual C) the situation D) a and b E) a, b, and c

a,b, and c

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

attention

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

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

_____ represents the number of cues in the stimulus field. A) Interestingness B) Contrast C) Expectations D) Information Quantity E) Size/Intensity

expectations

Which of the following stages of the information-processing model constitute perception? A) exposure B) exposure and attention C) exposure, attention, and interpretation D) exposure, attention, interpretation, and memory E) exposure, attention, interpretation, memory, and action

exposure, attention, and interpretation

_____ 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. A) Proximity B) Closure C) Inference D) Figure-ground E) Fore-ground

figure-ground

_____ refers to the manner in which the message is presented. A) Position B) Isolation C) Format D) Contrast E) Lateralization

format

Which of the following is considered a stimulus factor affecting attention? A) clutter B) position C) motivation D) ability E) all of the above

position

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. A) semantic B) psychological C) cognitive D) affective E) seminal

psychological

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _____. A) interpretation B) attitudes C) action D) acceptance E) behavior

interpretation

_____ is a process whereby stimuli are placed into existing categories of meaning. A) Affective interpretation B) Consumer inference C) Cognitive interpretation D) Perceptual interpretation E) Perceptual relativity

Cognitive interpretation

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 _____. A) physiological differentiation B) psychological differentiation C) affect intensity D) cognitive intensity E) psychological intensity

affect intensity

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 _____. A) gorilla marketing B) tangential marketing C) stealth marketing D) ambush marketing E) product placement

ambush marketing

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) a direct claim B) deceptive advertising C) interpretation discrepancy D) claim-belief discrepancy E) inferential discrepancy

claim-belief discrepancy

Which of the following is NOT considered a stimulus factor affecting attention? A) size B) intensity C) clutter D) position E) isolation

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. A) stimulus characteristics B) contextual cues C) situational organization D) stimulus cues E) stimulus traits

contextual cues

The idea behind _____ is that different parts of our brain are better suited for focused versus nonfocused attention. A) right brain/left brain lateralization B) subliminal lateralization C) hemispheric lateralization D) interpretation E) affective interpretation

hemispheric lateralization

_____ is a series of activities by which stimuli are perceived, transformed into information, and stored. A) Perception B) Interpretation C) Information processing D) Perceptual exposure E) Selective exposure

information processing

_____ is a drive state created by consumer interests and needs. A) Ability B) Emotion C) Cognition D) Motivation E) Focused attention

motivation

_____ is turning the sound off during commercial breaks. A) Zipping B) Zapping C) Muting D) Silencing E) Voluntary exposure

muting

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? A) affective B) cognitive C) psychological D) physiological E) mental

physiological

Which of the following is a situational factor affecting attention? A) program involvement B) ability C) motivation D) repetition E) isolation

program involvement

_____ refers to the fact that stimuli positioned close together are perceived as belonging to the same category. A) Organization B) Proximity C) Closeness D) Closure E) Affect

proximity

A study by WPP Group suggests which group of consumers are the most likely to consider buying products they see in movies? A) males B) females C) younger consumers D) older consumers E) gay consumers

younger consumers

_____ occurs when one fast-forwards through a commercial on a prerecorded program, and _____ involves switching channels when a commercial appears. A) Zapping; muting B) Zapping; zipping C) Zipping; muting D) Zipping; zapping E) Muting; avoiding

zipping;zapping

_____ refers to the capacity of individuals to attend to and process information. A) Intelligence B) IQ C) Ability D) Aptitude E) Motivation

ability

Which of the following is considered an individual factor affecting attention? A) motivation B) intensity C) clutter D) attractiveness E) isolation

motivation

_____ 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. A) Semantic B) Psychological C) Cognitive D) Affective E) Seminal

psychological

John is watching a football game on TV when a commercial comes on. He doesn't want to see it, so he grabs the remote control and changes the channel. What is John doing to avoid the advertising message? A) zipping B) zapping C) muting D) avoiding E) grazing

zapping

Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as _____. A) exposure avoidance B) selective perception C) selective interpretation D) exposure avoidance E) ad avoidance

ad avoidance

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? A) right B) left C) front D) back E) top

left

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) subversive B) sublingual C) lateralized D) subliminal E) unfocused

subliminal

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) zapping C) muting D) exposure E) voluntary exposure

zipping

Which of the following 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? A) involvement B) brand familiarity C) brand equity D) contrast E) interestingness

brand familiarity

What are the major individual factors affecting attention? A) needs and wants B) hemispheric lateralization and interpretation C) motivation and needs D) exposure and interpretation E) motivation and ability

motivation and ability

_____ 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. A) Rhetorical figures B) Proximity C) Ambush marketing D) Contextual figures E) Affective interpretation

rhetorical figures

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 _____. A) co-branding B) a brand extension C) a brand inference D) repetition E) quality signals

a brand extension

Which of the following statements is true regarding subliminal stimuli? A) Research on messages presented too rapidly to elicit awareness indicates that such messages can actually have a substantial effect. 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) Subliminal advertising has not been the focus of intense study and public concern. E) Masked symbols, deliberate or accidental, do appear to affect standard measures of advertising effectiveness and can influence consumption behavior.

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 impossibly for an individual to physically detect

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? A) Adaptation level theory B) Dual-coding theory C) Expectation theory D) Wear-out theory E) Over-exposure theory

adaptation level theory

Some people experience emotions more strongly than do others, which is a trait known as _____. A) physiological differentiation B) psychological differentiation C) affect intensity D) cognitive intensity E) psychological 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 _____. A) affective interpretation B) consumer inference C) cognitive interpretation D) perceptual interpretation E) perceptual relativity

affective interpretation

_____ is the emotional or feeling response triggered by a stimulus such as an ad. A) Affective interpretation B) Consumer inference C) Cognitive interpretation D) Perceptual interpretation E) Perceptual relativity

affective interpretation

Which of the following is NOT a situational characteristic influencing interpretation? A) time pressure B) mood C) number of other individuals present D) nature of the material surrounding the message in question E) all of the above are situational characteristics influencing interpretation

all of the above are situational characteristics influencing interpretation

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? A) gorilla marketing B) stealth marketing C) product placement D) unethical marketing E) ambush marketing

ambush marketing

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

closure

Which of the following is NOT a step in the information-processing model? A) exposure B) comparison C) attention D) interpretation E) memory

comparison

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) _____. A) cross-promotion B) brand extension C) co-brand D) overlay E) simultaneous promotion

cross-promotion

Attention generally _____ across repeated exposures, and repetition often _____ recall. A) increases; decreases B) decreases; increases C) remains constant; decreases D) remains constant; increases E) increases; increases

decreases; increases

If it is literally false that Gardenburger's competitor is not "mushroom in origin" then what category of misleading advertising does this fall into? A) direct false claim B) claim-belief discrepancy C) inferential discrepancy D) interpretation discrepancy E) none of the above

direct false claim

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

expectation bias

Which of the following is an individual characteristic that influences interpretation? A) expectations B) organization C) changes D) proximity E) clutter

expectations

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) exposure B) attention C) interpretation D) memory E) action

exposure

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

exposure

Which of the following is FALSE regarding ad avoidance? A) Females are more likely to avoid ads than males. B) High levels of advertising clutter increase ad avoidance. C) Higher social classes avoid ads more than lower social classes. D) Hectic lifestyles increase ad avoidance. E) Younger consumers avoid ads more than older consumers.

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) Ads on the left-hand page receive more attention than those on the right based on how we peruse magazines and newspapers. C) 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. D) In online contexts, horizontal banners attract more attention then vertical banners. E) 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.

for U.S. Readers, high impact zones in print ads and other print documents then to be more toward the top and left of the ad

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 Web site to purchase this product. This is an example of a(n) _____. A) product placement B) advertorial C) advertising program D) infomercial E) infotorial

infomercial

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 _____. A) information overload B) information burnout C) shopping burnout D) giving up E) consumer backlash

information overload

_____ is the assignment of meaning to sensations. A) Attention B) Perception C) Interpretation D) Hemispheric lateralization E) Information processing

interpretation

_____ is separating a stimulus object from other objects. A) Positioning B) Isolation C) Formatting D) Contrasting E) Lateralization

isolation

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

just noticeable difference

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 Web sites to learn more about these products. Which individual factor affecting attention is influencing James to attend to information about these products? A) ability B) information quantity C) interestingness D) expectations E) motivation

motivaiton

Which of the following statements is FALSE regarding situational factors affecting attention? A) Motivation and ability are two major situational factors affecting attention. B) 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) Clutter represents the density of stimuli in the environment. D) Program involvement refers to how interested viewers are in the program or editorial content surrounding the ads. E) Clutter and program involvement are two major situational factors affecting attention.

motivation and ability are two major situational factors affecting attention

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 the above 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. A) Proximity B) Rhetorical figures C) Contextual cues D) Organization E) Closure

organization

The fact that all aspects of the perception process are extremely selective is referred to as _____. A) perceptual selectivity B) sensory screening C) ego defenses D) perceptual defenses E) none of the above

perceptual defenses

Interpretation is generally a relative process rather than absolute, often referred to as _____. A) perceptual lateralization B) adaptation C) perceptual defenses D) selective perception E) perceptual relativity

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 _____ . A) voluntary marketing B) optional marketing C) allowable marketing D) acceptable marketing E) permission-based marketing

permission-based marketing

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

product involvement

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 _____. A) inferential variables B) quality signals C) just noticeable difference cues D) sensory cues E) choice determinants

quality signals

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 use cool colors, such as blues and grays, for displays. B) Ron should not use large displays because that can overwhelm shoppers. C) Ron should use warm colors, such as reds and yellows, because they are more arousing than cool colors. D) Ron should use displays with as much information as possible because shoppers will be able to attend to all of it. E) Ron should not use displays with moving parts because they will distract shoppers.

ron should use warm colors, such as reds and yellows, because they are moving more arousing than cool colors

_____ meaning is the conventional meaning assigned to a word such as found in the dictionary. A) Semantic B) Psychological C) Cognitive D) Affective E) Seminal

semantic

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

sensory discrimination

Which of the following characteristics influencing interpretation represents factors beyond the stimulus itself? A) individual B) personal C) situational D) stimulus E) inferential

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? A) individual factors B) external factors C) transient factors D) situational factors E) nonprogrammatic factors

situational factors

Cameron was searching the Internet for information on digital cameras. He went to a search engine (i.e., Goggle) 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 _____. A) product placement B) zoned banners C) smart banners D) smart placements E) behavioral ads

smart banners

Which characteristic of a logo has been found to lead to higher levels of logo liking? A) extremely elaborate B) depicting unusual objects C) symmetrically balanced D) asymmetrically balanced E) extremely simple

symmetrically balanced

The size, shape, and color are specific _____ of the stimulus that can affect interpretation. A) cues B) traits C) elements D) contextual cues E) 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 Web sites. What type of exposure does this represent? A) involuntary B) non-voluntary C) voluntary D) selective E) considered

voluntary

An advertiser who formats its factual information so that it is easier to process _____. A) is tapping into the isolation effect B) is basing their strategy on figure-ground theory C) is utilizing adaptation level theory D) will increase the chances that their information is perceived to be true E) none of the above

will increase the chances that their information is perceived to be true