MKG 310 Chapter 8-13 Wahlers

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 _____.

Ambush Marketing

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

Comparison

_____ 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.

Figure-Ground

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

Interpretation

What are the major individual factors affecting attention?

Motivation and Ability

The fact that all aspects of the perception process are extremely selective is referred to as _____.

Perceptual Defenses

_____ 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.

Product Placement

Which of the following is a situational factor affecting attention?

Program Involvement

_____ 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.

Psychological

_____ 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

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?

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

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

Semantic

The physiological ability of an individual to distinguish between similar stimuli is called _____.

Sensory Discrimination

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

Situational

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

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?

Still-frame ads

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

Attention is determined by which factor?

The stimulus, the individual, and the situation

_____ occurs when one fast-forwards through a commercial on a prerecorded program, and _____ involves switching channels when a commercial appears.

Zipping; Zapping

Which of the following is considered a stimulus factor affecting attention?

clutter POSITION motivation ability all of these

The voluntary and self-selected nature of online offerings where consumers "opt in" to receive email-based promotions is often referred to as _____.

permission based marketing