MKTG 3730 EXAM 2

Match the stages in the information-processing model to their corresponding descriptions

1. Exposure = this occurs when a stimulus comes within range of a person's sensory receptor nerves 2. Attention = this occurs when a person's sensory receptor nerves pass sensations on to the brain for processing 3. Interpretation = this refers to the assignment of meaning to sensations received by the brain from sensory receptor nerves 4. Memory = this refers to the short-term use of the meaning a person's brain assigns to sensations for immediate decision making or long-term retention

What are 3 aspects of the interpretation process that are important to consider?

1. It is a relative process, rather than absolute 2. It is subjective and open to psychological bias 3. It can be a cognitive process or an affective process

In a study by Initiative, what three things were found to increase ad avoidance?

1. Lifestyle 2. Demographics 3. Social class

What are 2 types of linguistics that marketers can use to affect the way consumers respond to a product?

1. Morphemes 2. Phonemes

What are 3 examples of quality signals that can create inference?

1. Price 2. Advertising 3. Warranties

Match the terms in the context of stimulus organization to their corresponding descriptions

1. Proximity = this refers to the perception of stimuli positioned close together as belonging to the same category 2. Closure = this refers to presenting an incomplete stimulus with the goal of getting consumers to complete it, thereby becoming more involved 3. Figure-ground = this refers to presenting a 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 4. Ambush marketing = this refers to any activity or communication that falsely implies that an organization is involved with a significant event

What are the 3 factors that determine attention?

1. Situation 2. Stimulus 3. Individual

What are 2 types of stimulus factors associated with advertisements that affect a consumer's attention?

1. Size of the ad 2. Colors used in ad

What are three methods consumers use to control their exposure to television ads?

1. Zapping 2. Zipping 3. Muting

Packaging in bright colors and unusual shapes can accomplish what three tasks for marketers?

1. attract attention 2. influence consumption 3. convey meaning

Advertisements must perform which 2 critical tasks?

1. convey meaning 2. capture attention

What 2 elements are shown to increase an individual's level of interest in a television advertisement?

1. the use of a plot 2. the possibility of a surprise ending to the ad

In the study cited in the text, it was noted that _____ of DVR users watched certain ads because they found them interesting while skipping those that were not of interest

90%

Which stage of processing occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go the brain for processing?

Attention

Match the situational factors that affect attention paid to an advertisement to their appropriate descriptions

Clutter = this refers to the density of stimuli in the environment of the ad Program involvement = this refers to the interest viewers have in editorial content surrounding the ad

Which of these promotional efforts is using isolation as a way to attract attention to a product?

Delish-Cookies provides a stand-along end-cap to grocery stores for its cookies to be displayed in

True/false: Based on the just noticeable difference, the higher the level of an attribute, the least the attribute must be changed before that change is noticed

False

True/false: Individuals are passive interpreters of all the messages they receive

False

Which of these situations demonstrates the exposure stage in the information-processing model?

Henri noticed there was an advertisement wrapped around the entire city bus

Darren likes the new packaging for the cookies because it's so different from other packages. Which trait appeals to Darren?

Incongruity

Which of these consumers is making an inference?

Jan saw an ad for a car and thought it would be great for camping trips because it was shown driving through a forest

Which of these situations demonstrates how price can act as a quality signal?

Jensen won't buy yoga pants at the big box store again. She thinks the pants she buys online are just as good even though they cost a little more

Manufacturers who use "weighting out" are applying which principle to their products?

Just noticeable difference

_______ refers to the minimum amount that one brand can differ from another similar brand with the distinction still being apparent

Just noticeable difference

Which of these situations shows how a physiological trait can affect the marketing message?

Kevin flipped quickly past the ad for soy milk because he is allergic to soy

What is an example of attention reallocation?

Micah keeps seeing the same car commercial and learns something new about the car each time

Position is a stimulus factor that affects attention because it refers to what aspect of a product?

Placement in physical space or time

Match the sides of the brain to the processes they are primarily responsible for

The left side = Symbolic representation, sequential analysis, verbal information, the ability to be conscious and other forms of rational thought The right side = processing geometric, pictorial, timeless, nonverbal information, and other kinds of images and impressions

What is an accurate description of brand extension and co-branding?

There must be a perceived fit between the two brands or the core brand and its extension

How do brightly colored labels, tall packaging, and unusual product shapes influence consumers to the benefit of marketers?

They attract attention and convey information about the product's size or volume

What is an accurate statement about subliminal ads?

They hide key persuasive information from an individual

How do situational characteristics affect the way consumers pay attention to an advertisement?

They provide context for the interpretation of an advertisement

What would be the most likely reaction from consumers in high-context cultures upon seeing an advertisement with a visual image with few words?

They would infer implicit meanings from the ad visuals

True or false: Ad avoidance increases as advertising clutter increases

True

True/false: A person's expectations affect the process of interpretation

True

Sanjay records his favorite television shows each week and fast-forwards through the commercials when he watches them. What is Sanjay using to control his media exposure?

Zipping

In the context of consumer inferences, what is a claim-belief discrepancy?

a communication that leads a consumer to believe something about a product that is untrue

The capacity of individuals to pay attention to and process the information they see in an ad refers to which individual factor?

ability

Perceptual defenses imply that individuals are _____ recipients of marketing messages

active

For products with low consumer involvement, what can marketers do to increase their sales?

advertise their products in reputable media that their target market is interested in

The main tasks associated with ______ are to capture attention and convey meaning

advertising

Which type of ad is likely to receive the most attention from a consumer?

an advertisement with attractive visuals

The repetition associated with an ad refers to the number of times

an individual is exposed to an ad or brand logo over time

There are many boxes of toothpaste on store shelves. When a consumer notices one box in particular and picks it up to read about it, that consumer is in the ______ stage of perception

attention

Kellen saw an ad for the new nail polish in a magazine and noticed it was called "no chip." When she saw the same ad in a different magazine, she noticed the polish also came in ten new colors. What process does this represent?

attention reallocation

What is an example of contextual cues that influence the interpretation of an advertisement?

background color and the nature of programs surrounding an ad

Match the branding strategies to their descriptions

brand extension = this involves an existing brand extending to a new category with the same name co-branding = this involves an alliance wherein two brands are combined in a single product

Individuals who know all about a product may not pay attention to an ad for that product because of their knowledge. This is known as

brand familiarity

How can marketers increase the attention paid to an advertisement when program involvement is low?

by improving the ad quality

Which type of manufacturers have used the concept of "weighting out" in their products for years?

candy bar makers

Match the types of interpretation to their definitions

cognitive interpretation = stimuli are placed into existing categories of meaning in the process affective interpretation = stimuli trigger emotional or feeling responses in this process

Consumers are more responsive and receptive to messages in permission-based marketing because they

control the messages they are exposed to

A retail strategy in which marketers promote products by placing signage near their complementary products in another area of the store is known as

cross-promotion

Placing a sign for salsa near the taco chip aisle is an example of

cross-promotion

The danger of using attractive visuals in an advertisement for a brand is that they might

draw attention away from the brand

Which form of marketing displays is likely to draw the most attention to itself?

dynamic digital signage

Infomercials are more likely to be viewed by _____, which causes them to increase the likelihood of word-of-mouth communications about a product or brand

early adopters

A marketing professional would select a scripted font when he/she wants to portray ______ in an advertisement

elegance

In most situations, a consumers interpretation of a stimuli matches their expectations of that stimuli. This is known as

expectation bias

A study found that shoppers associated promotional signs next to products in retail stores with reduced prices even though this wasn't always the reason for the sign. This shows how ______ can affect interpretation

expectations

True or false: In general, a complex presentation receives more attention than a simple, straightforward presentation because it provides more information to the consumer

false

Consumers in low-context cultures are more likely to

focus on an advertisements literal meaning

In the context of stimulus factors that affect attention, _____ refers to the manner in which a message is presented, and involves arranging items or elements to reduce competition for attention across items and elements.

format

In marketing, consumers are often required to make inferences, which

go beyond what is directly presented or stated

What is the best way to view a banner ad?

go online and use a search engine

Match the types of products based on consumer involvement to the kind of media used by marketers to advertise them

high-involvement products = ads for these products should be placed in media that has content relevant to the products low-involvement products = ads for these products should be placed in reputable media frequented by the target market regardless of the media's content

_______ refers to the extent to which a stimulus is unexpected

incongruity

Program-length television commercials with a web address and/or a toll-free number through which a person can order or request additional information are known as

infomercials

When consumers receive so much information they cannot or will not attend to all of it, the consumer is experiencing

information overload

____ is a series of activities by which stimuli are perceived, transformed into information, and stored

information processing

The assignment of meaning to a sensation, such as a scent or taste, is called

interpretation

The aspect of intensity in online context that refers to the degree to which one is forced to see or interact with a banner ad or pop-up in order to see the desired content is known as

intrusiveness

Natalia wishes she could turn off all the pop-up ads that show up every time she does an online search. This is an example of _____ online message exposure

involuntary

Providing lots of information helps increase the amount of attention a print advertisement gains, but the same tactic doesn't work for television advertising because it

leads to information overload

Which 2 areas of a print advertisement are found in the high-impact zone?

left & top

Deceptions used by a company are easily detectable when the company

makes direct claims about its brands or products that are false

What can a marketer include in a radio ad that demonstrates using isolation to attract attention?

moment of silence

Going to the store to buy yarn because you are interested in knitting a scarf is an example of which individual factor of attention?

motivation

Which individual factor of attention is created by consumer interests and needs?

motivation

Match the logo trait to its meaning

natural = depicts commonly experienced objects elaborate = entail complexity symmetrical = visually balanced

According to the adaptation level theory, people

pay less attention to a stimulus that doesn't change

The first 3 stages of the information process, which are attention, interpretation, and exposure, constitute

perception

The process of consumers voluntarily exposing themselves to marketing messages and opting in to receive promotions is known as

permission-based marketing

______ refer to how the sounds of letters and words can symbolize product attributes

phonemes

The grocery store put all the low-sodium soups on the middle shelf which would put them directly in the shoppers' line of sight. Which stimulus factor is the grocery store considering as it tries to call attention to these soups?

position

Harrison told his roommates that the movie was great and every robot in the film had a giant Duracell battery pack on its back. What is Duracell using to exposure its product to the market?

product placement

One way a soft drink company might promote its products is by placing a photo of an athlete drinking a can of its soda on a bench at a bus stop. This type of promotional effort is called

product placement

Marketers worry about their product promotions becoming familiar to consumers because the

promotions will no longer contract a consumer's expectations and attract attention

Every time Nina sees the television ad where the mom is dropping her son off at college, she starts to cry because it reminds her of when she went through that process. This example shows how _____ influence how we interpret the marketing message.

psychological traits

An artful deviation or unexpected twist in the way a message is communicated either visually in an advertisement's image or verbally in an advertisement's headline or text is called a

rhetorical figure

Rhymes, puns, and metaphors used in an advertisement are examples of

rhetorical figures

Magazine advertisements that are on the _______ side of the page tend to receive more attention than ads on the other side

right-hand

In the context of information-processing by individuals, perceptual defenses refer to the

selectivity of perception and memory

The ability to distinguish between the clarity of two HD television screens is an example of

sensory discrimination

Slotting allowances help companies enhance which stimulus factor related to their products?

size

With so many face creams on the market, Skin-Joy Inc. pays a fee to all of its retailers just to gain store shelf space. This fee is called a(n)

slotting allowance

Banner ads that are activated based on terms used in search engines are called ______ banners

smart

The physical characteristics associated with a television advertisement, such as loud music and colorful images, are types of

stimulus factors

The physical arrangement of stimulus objects is known as

stimulus organization

A message that is presented so quickly or softly or is so masked by other messages that a person is unaware of having heard or seen it is known as a(n)

subliminal stimulus

An individual's attention to a particular product in a store can change if that person becomes distracted by their phone ringing. This demonstrates how attention always occurs within

the context of the situation

Sensory discrimination refers to

the physiological ability of an individual to distinguish between similar stimuli

A marketer is more likely to increase the consumers' feeling of arousal and excitement with an advertisement that

uses warm and bright colors

Corinne is shopping for a couch and has done several online searches. Now when she turns on her computer, a banner shows up promoting 25% off furniture at the national retail store. She clicks on it to see if there's a couch she likes. This is an example of _____ online message exposure.

voluntary