Chapter 8- CB

Brand familiarity is an individual factor related to: A. Exposure B. Attention C. Interpretation D. Memory

B. Attention

What term refers to the fact that stimuli positioned close together are perceived as belonging to the same category? A. Ambush marketing B. Proximity C. Rhetorical figures. D. Closure

B. Proximity

Which strategy extends existing brand to a new category with the same name?

Brand extension.

What is the term for a retail strategy in which signage in one area of the store promotes complementary products in another? A. Co- branding B. Brand extension C. Cross- promotions

C. Cross- promotions

Loudness, brightness, and length are example of which stimulus factor? A. Size and movement B. Intrusiveness C. Intensity

C. Intensity

Involves the use of an unexpected twist or artful deviation in how a message is communicated wither visually in the ad's picture or verbally in text: A. Ambush marketing B. Proximity C. Rhetorical figures. D. Closure

C. Rhetorical figures.

What are two critical tasks that advertisements must perform?

Capture attention and convey meaning

What term represents the density of stimuli in the environment?

Clutter

What are two major situational factors affecting attention?

Clutter and program involvement

What is the strategy called in which an alliance in which two brands are put together on a single product?

Co- branding

A process whereby stimuli are placed into existing categories of meaning.

Cognitive interpretation

What is the process called whereby stimuli are placed into existing categories of meaning?

Cognitive interpretation

What plays a role in consumer interpretation independent of the actual stimulus?

Contextual cues.

What term involves presenting an incomplete stimulus with the goal of getting consumer to complete it and thus become more engaged and involved? A. Program involvement B. Proximity C. Rhetorical figures. D. Closure

D. Closure

This represents the density of stimuli in the environment: A. Motivation B. Program involvement C. Intensity D. Clutter

D. Clutter

Where is the high impact zone in print ads (in the US)? A. Bottom right B. Bottom left C. Top right D. Top left

D. Top left

What is the term for individuals interpretations of stimuli tend to be consistent with their expectations?

Expectation bias.

What occurs when a stimulus comes within a person's relevant environment and comes within range of the sensory receptor nerves?

Exposure

Which steps of the Information Processing Model constitute perception?

Exposure, attention, and interpretation

True or False: DVRs decrease ad avoidance,

False

True or False: Interpretation is objective.

False its subjective.

True or False: Ads that meet our expectations for a product category often motivate more attention.

False: Ads that DIFFER from our expectations for a product category often motivate more attention.

True or False: Traits are only physiological.

False: traits are both physiological and psychological.

True or False: zipping involves switching channels when a commercial comes on.

False: zapping involves switching channels when a commercial comes on.

What term 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

What is the term applied to activities that take place on each side of the brain?

Hemispheric Lateralization

An ______ goes beyond what is directly stated or presented.

Inference

Program- length television commercials with a toll free number and/or web address through which to order or request additional information.

Infomercials

What occurs when consumers are confronted with so much information that they cannot or will not attend to all of it?

Information overload

A series of activities by which stimuli are perceived, transformed into information, and stored.

Information processing

What represents the number of cues in the stimulus field?

Information quantity

What is the assignment of meaning to the received sensations?

Interpretation

What aspect of intensity is described as: the degree to which one is forced to see or interact with with a banner ad or pop-up in order to see the desired content?

Intrusiveness

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?

Left side

What is the short term use of the meaning for immediate decision making or the longer-term retention of the meaning?

Memory

What are some examples of factors that increase curiosity, in turn, increase interest and the attention paid to the ad?

1. A plot, 2. Possibility of a surprise ending 3. Uncertainty as to the point of the message until the end.

What are three types of quality signals?

1. Price-perceived quality 2. Advertising intensity 3. Warranties

What are three individual characteristics of interpretation?

1. Traits 2. Learning and knowledge 3. Expectations

What are two strategies used for advertising to an interested market?

1. Utilize stimulus characteristics- bright colors. 2. Tie the message to a topic in which the target market is interested

What type of marketing involves 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? A. Ambush marketing B. Smart banners C. Subliminal messages D. Closure

A. Ambush marketing

What type of factors include stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment, such as time pressures or crowded stores? A. Situational factors B. Individual factors C. Environmental factors

A. Situational factors

What term refers to the capacity of individuals to attend to and process information?

Ability

How can we facilitate an understanding where an ad is failing in the marketing communication?

Ad effectiveness research

Suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less.

Adaption level theory

What is the trait called that experiences emotion more strongly than others?

Affect intensity.

The emotional or feeling response triggered by a stimulus such as an ad.

Affective interpretation

What is the emotional or feeling response triggered by a stimulus such as an ad?

Affective interpretation

What occurs when a stimulus is "seen"?

Attention

Selectivity, sometimes referred to as ________, means that individuals are not passive recipients of marketing messages

Perceptual defenses

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

Permission-based marketing

The placement of an object in physical space or time.

Position

What is one way marketers gain exposure by placing their brands within entertainment media in exchange for payment or promotional or other consideration?

Product placement

What term refers to how interested viewers are in the program or editorial content surrounding the ads?

Program involvement

What is the specific meaning assigned to a word by a given individual or group based on experiences, expectations, and the context in which term is used?

Psychological meaning

Which side of the brain can easily scan large amounts of information over an extended time period?

Right side

Which side of the brain deals with pictorial, geometric, timeless, and nonverbal information without the individual being able to verbally report it?

Right side

What is the conventional meaning assigned to a word, such as found in the dictionary?

Semantic meaning

What is the term for the physiological ability of an individual to distinguish between similar stimuli?

Sensory discrimination.

What are some variables that affect consumer's attention?

Size, attractive visuals, color, movement, position

What are banner ads called that are activated based on terms used in search engines?

Smart banners

What are the physical characteristics of the stimulus itself?

Stimulus factors

What term refers to the physical arrangement of the stimulus objects?

Stimulus organization

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 what?

Subliminal stimulus

True or False: Clicking on a banner or pop-up is voluntary exposure to target site and its marketing message.

True

True or False: Consumers tend to interpret information in ways that favor their preferred brand.

True

True or False: DVRs are in 40% of U.S. households.

True

True or False: Failure to gain exposure results in lost communication and sales opportunities.

True

True or False: Individuals typically do not notice relatively small differences between brands or changes in brand attributes.

True

What types of alternative media that are major growth areas for advertising?

Video games and outdoor advertising

What is the term for when consumers actively seek out commercials or other stimuli?

Voluntary exposure

What are three ways to ad avoidance?

Zipping, zapping, and muting

What are the cool colors?

blues and grays

A general trait is the extent to which the stimulus is unexpected, a trait sometimes referred to as ________,

incongruity

What is the term for the minimum amount that one brand can differ from another with the differences still being noticed?

just noticeable difference (j.n.d)

Consumers pay [more or less] attentions to stimuli that contrast with their background.

more

What are the warm colors?

reds and yellows