Marketing 365 Chapter 5 and 8 questions

Which of the following statements is true regarding subliminal stimuli? a) Research on messages presented too rapidly to elicit awareness indicates that such messages can actually have a substantial effect b) There is evidence that marketers are using subliminal messages c) A subliminal ad is different from a normal ad in that it "hides" key persuasive information within the ad by making it so weak that it is difficult or impossible for an individual to physically detect d) Subliminal advertising has not been the focus of intense study and public concern e) Masked symbols, deliberate or accidental, do appear to affect standard measures of advertising effectiveness and can influence consumption behavior

c) A subliminal ad is different from a normal ad in that it "hides" key persuasive information within the ad by making it so weak that it is difficult or impossible for an individual to physically detect

_____ refers to the capacity of individuals to attend to and process information. a) Intelligence b) IQ c) Ability d) Aptitude e) Motivation

c) Ability

What is NOT considered a stimulus factor affecting attention? a) Size b) Intensity c) Clutter d) Position e) Isolation

c) Clutter

_____ is a process whereby stimuli are placed into existing categories of meaning. a) Affective interpretation b) Consumer inference c) Cognitive interpretation d) Perceptual interpretation e) Perceptual relativity

c) Cognitive interpretation

Which of the following stages of the information-processing model constitute perception? a) Exposure b) Exposure and attention c) Exposure, attention, interpretation d) Exposure, attention, interpretation and memory e) Exposure, attention, interpretation, memory, and action

c) Exposure, attention, interpretation

_____ refers to the manner in which the message is presented. a) Position b) Isolation c) Format d) Contrast e) Lateralization

c) Format

The U.S. Census overall projections of ethnic subculture size understate the importance of ethnic groups to specific a) People b) Points in history c) Geographic regions d) Languages e) None of the above

c) Geographic regions

Juan came from Cuba in the late 1990s and is currently living in Miami, FL. According to the Bureau of the Census, Juan would be classified as a(n) _____. a) African American b) Asian American c) Hispanic d) Native American e) Subculture

c) Hispanic

Toys-R-Us is examining subcultures in the United States and wants to identify the ethnic subculture that has the greatest percentage of children under the age of 18. Which ethnic group meets this criterion? a) White b) Black c) Hispanic d) Asian American e) South American

c) Hispanic

Which of the following ethnic group is predicted to have the youngest median age in the United States in the year 2010? a) Whites b) Blacks c) Hispanics d) Asian Americans e) South Americans

c) Hispanics

Which of the following is predicted to be the fastest growing ethnic group in the United States between 2000 and 2020? a) Whites b) Blacks c) Hispanics d) Asian e) South Americans

c) Hispanics

_____ is a series of activities by which stimuli are perceived, transformed into information, and stored. a) Perception b) Interpretation c) Information processing d) Perceptual exposure e) Selective exposure

c) Information processing

_____ is the assignment of meaning to sensations. a) Attention b) Perception c) Interpretation d) Hemispheric lateralization e) Information processing

c) Interpretation

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? a) Ron should use cool colors, such as blues and grays, for displays b) Ron should not use large displays because they can overwhelm the shoppers c) Ron should use warm colors, such as reds and yellows, because they are more arousing than cool colors d) Ron should use displays with as much information as possible because shoppers will be able to attend to all of it e) Ron should not use displays with moving parts because they will distract shoppers

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

Barry decided he needs a new car, so he started looking at commercials on television and ads in magazines as well as visiting several websites. What type of exposure does this represent? a) Involuntary b) Non-voluntary c) Voluntary d) Selective e) Considered

c) Voluntary

The degree to which an immigrant has adapted to his or her new culture is known as _____. a) dispersion b) Traditionalization c) acculturation d) modernization e) Secularization

c) acculturation

According to Nielsen, product placements on TV work best ______ a) When the characters praise the features of the brand b) When the ad for the product appears during the commercial break c) When there are more female than male viewers d) A and b e) All of the above

d) A and b

The relatively faster growth rate of non-European groups in the United States is due to their _____ a) Higher birth rates b) Greater immigration c) Lower death rates d) A and b e) A, b, and c

d) A and b

Which of the following statements is FALSE regarding African American Internet usage? a) African Americans who are online are more likely to use broadband connections than the general online population. b) More African Americans read online ads and are more likely to find them informative than the general online population. c) African Americans prefer a Black perspective on news and information. d) African Americans are less likely to purchase clothing and apparel, listen to music, and watch videos online than the general population. e) African Americans are more likely to search for job and career information online than Whites.

d) African Americans are less likely to purchase clothing and apparel, listen to music, and watch videos online than the general population.

Which of the following statements is true regarding ethnic subcultures? a) European ethnic groups constitute a significant and growing part of the U.S. population b) Hispanics are the largest population group in the South and urban areas in the Northeast and Midwest c) The influence of one's ethnic heritage on behavior is not influenced by situational factors d) All subcultures are very diverse, and general descriptions do not apply to all of the members e) Ethnicity is the only factor that influences an individual's behavior

d) All subcultures are very diverse, and general descriptions do not apply to all of the members

Which subculture of Hispanics tends to have incomes well above the others? a) Puerto Ricans b) Mexican Americans c) Latinos from Central America d) Cubans e) Latinos from South America

d) Cubans

_____ represents the number of cues in the stimulus field. a) Interestingness b) Contrast c) Expectations d) Information quantity e) size/intensity

d) Information quantity

_____ is a drive state created by consumer interests and needs. a) Ability b) Emotion c) cognition d) Motivation e) Focused attention

d) Motivation

The fact that all aspects of the perception process are extremely selective is referred to as _____. a) Perceptual selectivity b) Sensory screening c) Ego defenses d) Perceptual defenses e) None of the above

d) 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. a) Ad integration b) Product integration c) Brand integration d) Product placement e) Product synergy

d) Product placement

Which factor affecting attention includes stimuli in the environment other than the focal stimulus (i.e., the ad or package) and temporary characteristics of the individual that are induced by the environment, such as time pressures or a crowded store? a) Individual factors b) External factors c) Transient factors d) Situational factors e) Non Programmatic factors

d) Situational factors

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. a) Subversive b) Sublingual c) Lateralized d) Subliminal e) Unfocused

d) Subliminal

_____ 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

d) Zipping; zapping

Many companies develop special marketing mixes for a segment of a larger culture whose members share distinguishing values and patterns of behavior. These segments are known as a) Subsegments b) Subgroups c) Secondary markets d) Subcultures e) Reference groups

d) subcultures

Attention is determined by which factor? a) The stimulus b) The individual c) The situation d) A and b e) A, b and c

e) A, b and c

Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as _____. a) Exposure avoidance b) Selective perception c) Selective interpretation d) Exposure avoidance e) Ad avoidance

e) Ad avoidance

Which of the following is NOT a segment of the African American market identified by Yankelovich? a) Broadcast blacks b) Black is better c) Digital networkers d) Faith fulfills e) Black is beautiful

e) Black is beautiful

_____ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves. a) Perception b) Attention c) Interpretation d) Perceptual offense e) Exposure

e) Exposure

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

e) Motivation and ability

James is interested in just about any type of electronic equipment, such as digital video recorders, computers, MP3 players, and digital cameras. He subscribes to several magazines devoted to these types of products, and he visits several different Web sites to learn more about these products. Which individual factor affecting attention is influencing James to attend to information about these products? a) Ability b) Information quantity c) Interestingness d) Expectations e)Motivations

e) Motivations

Key aspects of Proctor & Gamble's My Black is Beautiful campaign included ____. a) 12-page advertorial in Essence magazine b) My Black is Beautiful conversation tour in various U.S. locations c) web site that provides a forum for discussion and provides ongoing initiatives information d) grants to community-based organizations related to health and education of black women e) all of the above

e) all of the above

Which of the following are bases for subcultures in the United States? a) ethnic groups b) religions c) geographic areas d) generations e) all of the above

e) all of the above

While marketers must be sensitive to nationality-based differences, some variables create sufficient cultural homogeneity for most products and advertising campaigns targeted to the Hispanic market. Which of the following is one of those variables? a) common language b) common religion c) emergence of national Spanish-language media d) emergence of national entertainment figures e) all of the above

e) all of the above

_____ is the emotional or feeling response triggered by a stimulus such as an ad. a) Affective interpretation b) Consumer inference c) Cognitive interpretation d) Perceptual interpretation e) Perceptual relativity

a) Affective interpretation

Which of the following was the source of the most immigrants into the United States in 2007? a) Asia b) Mexico c) Europe d) Latin America e) Africa

a) Asia

_____ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing. a) Attention b) Perception c) Exposure d) Interpretation e) Selection

a) Attention

Compared to the white population, African Americans tend to _____ a) Be younger b) Be higher educated c) Have a higher household income d) Be a large subculture e) B and c

a) Be younger

Which of the following are the most commonly described subcultures? a) Ethnic groups b) Religions c) Generations d) Genders e) Geographic areas

a) Ethnic groups

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? a) Exposure b) Attention c) Interpretation d) Memory e) Action

a) Exposure

Which of the following is FALSE regarding ad avoidance? a) Females are more likely to avoid ads than males b) High levels of advertising clutter increase ad avoidance c) Higher social classes avoid ads more than lower social classes d) Hectic lifestyles increase ad avoidance e) Younger consumers avoid ads more than older consumers

a) Females are more likely to avoid ads than males

Program-length commercials with an 800 number and/or Web address through which to order or request additional information are known as _____. a) Infomercials b) Direct-to-consumer advertisements c) Advertorials d) Infotorials e) Product placement

a) Infomercials

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _____ a) Interpretation b) Attitudes c) Action d) Acceptance e) Behavior

a) Interpretation

Which of the following is considered an individual factor affecting attention? a) Motivation b) Intensity c) Cluter d) Attractiveness e) Isolation

a) Motivation

Which of the following statements is FALSE regarding situational factors affecting attention? a) Motivation and ability are two major situational factors affecting attention b) In advertising, consumers pay less attention to a commercial in a large cluster of commercials then they do to one in a smaller set c) Clutter represents the density of stimuli in the environment d) Program involvement refers to how interested viewers are in the program or editorial content surrounding the ads e) Clutter and program involvement are two major situational factors affecting attention

a) Motivation and ability are two major situational factors affecting attention

Which segment of the African American market identified by Yankelovich is younger, has the highest education and income, and is positive about the future? a) New middle class b) Black onliners c) Digital networkers d) Boomer blacks e) Faith fulfills

a) New middle class

Which of the following is a situational factor affecting attention? a) Program involvement b) Ability c) Motivation d) Repetition e) Isolation

a) Program involvement

_____ meaning is the conventional meaning assigned to a word such as found in the dictionary. a) Semantic b) Psychological c) Cognitive d) Affective e) Seminal

a) Semantic

The degree to which an individual behaves in a manner unique to a subculture depends on a) The extent to which the individual identifies with that subculture b) How long the individual has been in this country c) The age of the individual d) The education of the individual e)The extent to which others in that subculture accept that individual

a) The extent to which the individual identifies with that subculture

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 _____. a) Zipping b) Zapping c) Muting d) Exposure e) Voluntary exposure

a) Zipping

______subcultures are defined as those whose members' unique shared behaviors are based on a common racial, language, or national background. a) Ethnic b) Racial c) Religious d) Gender e) Geographic

a) ethnic

What is the major difference between white and black shoppers' store selection criteria? a) respect b) location c) price d) merchandise selection e) Sponsorships

a) respect

Which of the following is an ability factor related to attention that may require less attention to the brand's ads by an individual due to their high existing knowledge? a) Involvement b) Brand familiarity c) Brand equity d) Contrast e) Interestingness

b) Brand familiarity

_____ represents the density of stimuli in the environment. a) Program involvement b) Clutter c) Repetition d) Intensity e) Isolation

b) Clutter

Which of the following is NOT a step in the information-processing model? a) Exposure b) Comparison c) Attention d) Interpretation e) Memory

b) Comparison

Attention generally _____ across repeated exposures, and repetition often _____ recall. a) Increases; decrease b) Decreases; increases c) Remains constant; decreases d) Remains constant; increases e) Increases; increases

b) Decreases; increases

Honey Nut Cheerios sponsors the Soul Fest music event that travels to 30 urban markets each year in an attempt to reach the African American market. This marketer is using _____ to reach this market. a) Place-based marketing b) Event marketing c) Targeted marketing d) Street marketing e) Zoned marketing

b) Event marketing

_____ involves creating or sponsoring an event that has a particular appeal to a market segment. a) Place-based marketing b) Event marketing c) Target marketing d) Specific marketing e) Zoned marketing

b) Event marketing

Which of the following is the largest ethnic subculture in the United States? a) African American b) Hispanic c) Asian d) Native American e) Caribbean

b) Hispanic

___ is separating a stimulus object from other objects. a) Positioning b) Isolation c) Formatting d) Contrasting e) Lateralization

b) Isolation

What is considered a stimulus factor affecting attention? a) Cluter b) Position c) Motivation d) Ability e) All of the above

b) Position

_____ indicates motivation or interest in a specific product category, and it can be temporary or enduring. a) Ability b) Product involvement c) Cognition d) Focused attention e) Interest

b) Product 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. a) Semantic b) Psychological c) Cognitive d) Affective e) Seminal

b) Psychological

Which of the following statements is FALSE regarding subcultures in the United States? a) The degree to which an individual behaves in a manner unique to a subculture depends on the extent to which the individual identifies with that subculture b) Religious groups are the most commonly described subcultures c) We are all members of several subcultures d) There are very large variations within each subculture e) Generations also function like subcultures

b) Religious groups are the most commonly described subcultures

Mexican Americans tend to live in which region of the United States? a) New York and New Jersey b) Southwest and California c) California, New York, and Florida d) Midwest e) South

b) Southwest and California

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? a) Ad integration b) Still-frame ads c) Hybrid ads d) Product placement e) Ad compression

b) Still-frame ads

A segment of a larger culture whose members share distinguishing values and patterns of behavior is known as a a) Market segment b) Subculture c) Ethnic group d) Reference group e) Subgroup

b) subculture

Currently, what percent of U.S. households has a DVR? a) 30% b) 10% c) 40% d) 80% e) 90%

c) 40%

By 2030, what percentage of the U.S. population will be made up of non-European ethnic groups? a) 80 b) 36 c) 47 d) 25 e) 55

c) 47