Marketing 310

Rhetorical Figures

involve 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

The stimulus, individual, and situation

Attention is determined by which Factor?

Antecedent States

Features of the individual person that are not lasting characteristics, such as momentary moods or conditions

Social Surroundings

Jessica and her friends are 16 years old, like to shop at Aeropostale

Situation-based marketing strategies

Richard is studying how various usage situations influence the consumption of his company's products

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

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?

Red and Yellow

Which colors are arousing

Temporal Perspectives

Which situational characteristic deals with the effect of time on consumer behavior?

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

False

Consumers typically attend the theater for utilitarian purposes

Personality Trait

Some consumers are highly susceptible to interpersonal influence, which is a

Perceptual Defenses

The fact that all aspects of the perception process are extremely selective

colors, aromas, music, and crowding

Which of the following are components of the physical environment? A) colors, aromas, music, and crowding B) normal and expanded usage C) utilitarian and hedonic product characteristics D) moods and momentary conditions E) internal and external influences

Situational

Which of the following characteristics influencing interpretation represents factors beyond the stimulus itself

Situational Influence

all those factors particular to a time and place that do not follow from a knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior

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

Social Surroundings

the other individuals present in the particular situation

Task Definition

A person who shops a nicer store than normal because he or she is buying a gift is influenced by the

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

According to the Nielsen, product placements on TV work best

Smart Banners

Cameron was searching the internet for information on digital cameras. He went to search engine Google and searched the key words "digital camera". Several banner ads for brands appeared.

Embarrassment

Cara was shopping with her friend, Jane, when they both went into a drug store. Clara needed to buy medication for hemorrhoids, but she was reluctant to do so in front of Jane

Exposure

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

Zipping

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

Momentary Conditions

Clark and his family normally live paycheck to paycheck, However this month they found themselves with a little extra money, so they decided to go out to a nice restaurant and to a movie.

True

Expanded usage situation strategies can produce major sales gains for established products

Expand and Usage Situation

In the United States, a man usually gives a women a diamond ring for her to wear on her left hand

Semantic

Meaning is the conventional meaning assigned to a word such as found in the dictionary

Physical Surroundings

Melanie lives in a small city that does not have a lot of interesting retail stores. She and her two best friends take a trip twice a year to places such Alanta, Dallas, Chicago, EcT

Attention

Occurs when the stimulus activates or more receptor nerves, and the resulting sensations go to the brain for processing.

Interpretation

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

False

Psychographics is the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers

Temporal Perspectives

Sharon has to purchase a gift for her mother and only has this afternoon to do so because her birthday party is that evening. She's wondering how she will be able to get to the mall in to to pick out the perfect gift.

False

The presence of close family members during the shopping occasion increases impulse buying

True

To better understand a consumer's behavior we must know about the consumers, about the primary stimulus object, and about the situation

Consumer, Situation, and Stimulus objective

To understand a consumer's behavior, we must know about the

Motivation and Ability

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

Comparison

Which of the following is NOT a step in the information processing model?

All of these

Which of the following is a situation in which consumer behavior occurs

Program Involvement

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

Position

Which of the following is considered a stimulus factor affecting attention

Use observational studies, focus group discussions, depth interviews, and secondary data to discover the various usage situations that influence the consumer of the product

Which of the following is the first step in the approach for developing situation based marketing strategies

Monetary Conditions

Which of the following reflects temporary states of being rather than temporary states of mind

Still-Frame Ad

Which strategy for overcoming the barriers presented by DVR involves holding the ad visual relatively constant while the ad is fast-forwarded through by the viewer?

Environmental Fragrancing

Which type of industry has developed around the use of ambient Scents

Zipping; Zapping

_____ 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

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.

Psychological

____meaning is the specific meaning assigned a word by given individual or group of individuals based on their experiences, expectations, and the context in which the term is used

Sensory Discrimination

the psychological ability of an individual to distinguish between similar stimuli

Permission-Based Marketing

the voluntary and self-selected nature of such online offerings, where consumers "opt in" to receive e-mail based promotions