CB2

A television commercial for Senseo brand of coffee maker that can make coffee similar to what consumers purchase at coffee shops(e.g., Starbucks) encourages viewers to remember the experience of drinking their favorite coffee drinks at these types of shops. The coffee maker allows consumers to experience that sensation at home. What is this marketer trying to encourage

Elaborative activities

Which of the following is false regarding ad avoidance

Females are more likely to avoid ads than males.

High-involvement learning often involves

operant conditioning

The capacity of STM is thought to be in the range of _____ bits of information.

5-9

Janice and her mother were visiting an art gallery, and they were looking at modern art. When they came to one painting, Janice said, "I like that." When her mother asked her why she liked it, all she could say was, "I don't know, I just like it." Which component of attitude does this represent?

Affective

Which of the following statements is true regarding stimulus position and attention with respect to advertising?

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.

Individuals with which type of self-concept are more likely to seek adventure and excitement through travel,sports, and entertainment

Independents

Which of the following is true regarding value-expressive versus utilitarian appeals

Utilitarian appeals are most effective for functional products.

Nike has several models of athletic shoes, and most have high functionality. However, several models are also sleek looking and can actually make a fashion statement for the wearer as well as performing the functional aspects of the product. By going beyond the cognitive associations of functionality and attempting to tap consumers' affective reactions, Nike and other marketers are developing products with _____.

aesthetic appeal

Kimberly-Clark is interested in mothers' emotional reactions to their Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in?

affective

Low-involvement learning often involves

all of the above

Which of the following is not a situational characteristic influencing interpretation?

all of the above are situational characteristics influencing interpretation

Madeline has a(n) _____ toward Regular Coke, whereby she simultaneously really likes the taste but also is really negative about the brand because it has high calories.

ambivalent attitude

When a communication leads consumers to believe something about the product that is not true even though it doesn't present a false claim,this is known as

claim-belief discrepency

Mitch likes Toyota automobiles because he thinks they have the highest reliability of all automobiles. His belief about Toyota's reliability represents which component of Mitch's attitude?

cognitive

Before doing most things, Erin considers what others will think of her actions and how her behavior will affect them. Others' opinions and feelings really matter to her, more so than most people she knows. Erin is an example of a

high self monitor

An advertiser that surrounds its ads with positive programming

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

Which of the following is not an advertising tactic used to communicate brand personality?

length of the ad

Consumers who do not place heavy weight on the opinions and feelings of others are called

low self-monitors

Duane is attempting to determine consumers' attitudes toward his restaurant by asking them their beliefs about how his restaurant performs on several attributes, such as price, ambience, quality of the food, and friendliness of service. Consumers can rate his restaurant with a score of 1 to 7 for each of these attributes, with 7 being the highest. Duane adds up the scores to see how he performs, using the assumption that a higher total is better. At a basic level, which type of model is Duane using?

multiattribute attitude model

Erin is very imaginative and appreciative of all types of art. She is very creatively talented, and others come to her for novel solutions to problems because she tends to "think outside the box." Which core trait best describes Erin?

openness to experience

Which of the following is not an individual characteristic that influences interpretation

organization

While any given advertisement for a product may focus on only one or a few purchasing motives, the _____.

overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives and advertising campaign needs to cover all the important purchase motives of the target market.

Karen went to a movie and was disappointed because the main character died. She prefers happy endings to movies, and this one really put her in a bad mood for the rest of the day. This movie was in contrast with which need of Karen's?

teleological need

Instead of featuring any functional benefits of the product or brand in ads for the iPod, this product was introduced by showing a silhouette of a person dancing with the white earbuds and holding a white iPod MP3 player. Which type of advertising appeal does this illustrate?

value-expressive appeal