MKT Exam P&BB

The source of a communication represents "how" a message is communicated. the "when" of the message. the "where" of the message. "who" delivers the message. the "what" of the message.

"who" delivers the message.

Currently, what percentage of U.S. households has a DVR? 70 percent 10 percent 30 percent 90 percent 50 percent

50 percent

Maslow's hierarchy of needs is based on which premise? All humans acquire a similar set of motives through genetic endowment and social interaction. Some motives are more basic or critical than others. The more basic motives must be satisfied to a minimum level before other motives are activated. As the basic motives become satisfied, more advanced motives come into play. All of these choices are correct.

All of these choices are correct

Which of the following is a common technique for inducing trial behavior? coupons free samples point-of-purchase displays tie-in purchases All of these choices are correct.

All of these choices are correct

Which of the following is a factor that may account for inconsistencies between measures of beliefs and feelings and observations of behavior? lack of need failure to consider relative attitudes failure to consider interpersonal influence failure to consider situational factors All of these choices are correct

All of these choices are correct

Which of the following is a strategy for altering the cognitive component of a consumer's attitude? change beliefs shift importance add beliefs change ideal All of these choices are correct.

All of these choices are correct

Which of the following is considered a dimension of brand personality? ruggedness excitement sincerity competence All of these choices are correct.

All of these choices are correct

__________ is an individual's characteristic response tendencies across similar situations. Involvement Personality Empathy Motivation Emotion

Personality

__________ motives emphasize the individual as striving to maintain equilibrium. Growth Affective Leveling Cognitive Preservation-oriented

Preservation-oriented

The likelihood and ease with which information can be recalled from long-term memory is termed learning. retrieval. maintenance. accessibility. elaboration.

accessibility

Denise tends to experience emotions more strongly than most people, so much so that there are some ads that she cannot even watch because they make her cry. This trait is known as affect intensity. physiological differentiation. psychological differentiation. psychological intensity. cognitive intensity.

affect intensity

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 behavioral manifest cognitive latent

affective

SAM (Self-Assessment Manikin) is used to assess which component of attitude? cognitive affective behavioral personality orientation

affective

Consumers who actively complain when a product is not satisfactory are probably fulfilling __________ need. attribution of causality a consistency an affiliation a modeling an assertion

an assertion

The value consumers assign to a brand above and beyond the functional characteristics of the product is known as brand liquidation. brand solvency. brand image. brand equity. brand leverage.

brand equity

Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts? concepts imagery episodes semantics schema

concepts

Gwen lives in Dijon, France. To her, French wine is the only wine worth drinking, and she would never consider drinking wine from California. Gwen is exhibiting consumer culturalism. patriotism. sincerity. consumer ethnocentrism. stubbornness.

consumer ethnocentrism

Leslie was participating in a market research study, and she was asked to list all of the brands of computer printers that come to her mind. She listed HP, Epson, and Lexmark. These brands represent Leslie's evoked set. primary set. preferred set. accessible set. priority set.

evoked set

In conditioned learning, forgetting is often referred to as deconditioning. decay. retrieval failure. failure. extinction.

extinction

Bland music which is not dynamic and interesting will most likely stimulate earworms. True or False

false

Dual-branding is an alliance where two brands are put together on a single product. True or False

false

If competing brands are comparable in terms of product features (central cues), then consistent with the elaboration likelihood model, under high involvement, peripheral cues like pleasant music will have no influence on brand preferences. True or False

false

The logic underlying the multiattribute attitude model is that all the components of an attitude are generally inconsistent. True or False

false

Which type of learning situation is one in which the consumer is motivated to process or learn the material? explicit learning high-involvement learning primary learning implicit learning low-involvement learning

high-involvement learning

Appeal characteristics represent __________ a message is communicated. the timing by which how where by whom when

how

A series of activities by which stimuli are perceived, transformed into information, and stored is called information processing. marketing. learning. interpretation. positioning.

information processing

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer behavior. action. interpretation. attitudes. acceptance.

interpretation

Motives that are either unknown to the consumer or are such that he or she is reluctant to admit them are referred to as __________ motives. unacceptable secondary hidden latent manifest

latent

A consumer who buys a product because a close friend bought one may be fulfilling a __________ motivation. modeling independence causation ego-defense None of these choices are correct.

modeling

Which of the following is considered an individual factor affecting attention? clutter motivation isolation attractiveness intensity

motivation

Smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen are all examples of products to satisfy consumers' __________ needs. physiological belongingness self-actualization safety esteem

safety

Barbara is an individual who usually feels restful, serene, comfortable, and soothed. Which emotion is Barbara experiencing? joy gratitude faith desire serenity

serenity

In which type of ad does a person, generally a typical member of the target market, recount his or her successful use of the product, service, or idea? testimonial ad two-sided message single message comparative ad demonstration

testimonial ad

The size, shape, and color are specific __________ of the stimulus that can affect interpretation. signals contextual cues cues elements traits

traits

A credible source can enhance message processing and acceptance. True or False

true

Attention is determined by three factors: the stimulus, the individual, and the situation. True or False

true

Which of the following statements is true regarding stimulus position and attention with respect to advertising? In television, the probability of a commercial being viewed and remembered increases as it moves from being the first to air during a break to the last to air. Ads on the left-hand page receive more attention than those on the right based on how we peruse magazines and newspapers. 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. Position effects in advertising are the same regardless of the medium used. In online contexts, horizontal banners attract more attention than vertical banners.

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

Which of the following is false regarding the central route to persuasion in the elaboration likelihood model? Consumers experience conscious thoughts about product attributes and use outcomes. Consumers exhibit high involvement with the product, message, or decision. Persuasion generally alters product beliefs. Consumers exhibit strong attention focused on central, product-related features and factual information. Persuasion operates through classical conditioning.

Persuasion operates through classical conditioning.

Some people experience emotions more strongly than do others, which is a trait known as psychological intensity. affect intensity. psychological differentiation. cognitive intensity. physiological differentiation.

affect intensity

Feelings or emotional reactions to an object reflect the __________ component of an attitude. orientation behavioral affective knowledge cognitive

affective

When Joan sees an ad with a kitten or puppy, she always pays attention because seeing them makes her feel so happy. This emotional or feeling response triggered by the ads is known as consumer inference. perceptual interpretation. perceptual relativity. affective interpretation. cognitive interpretation.

affective interpretation.

Madeline has a(n) __________ toward Coke, whereby she simultaneously really likes the taste but also is really negative about the brand because it has high calories. relative attitude lack of ability ambivalent attitude interpersonal influence All of these choices are correct.

ambivalent attitude

Nikki likes to attend the movies, but she is concerned with how expensive ticket prices are getting and the cost of concessions. She wants to have fun, but she also knows that she needs to save money for college. Which type of motivational conflict is Nikki experiencing? acceptable-unacceptable approach-approach approach-avoidance unacceptable-acceptable avoidance-avoidance

approach-avoidance

Which of the following is an approach used by marketers to increase consumers' affect toward their brand? classical conditioning and create a positive affect toward the ad or website classical conditioning classical conditioning, create a positive affect toward the ad or website and mere exposure create a positive affect toward the ad or website

classical conditioning, create a positive affect toward the ad or website and mere exposure

__________ involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved. Inference Closure Proximity Figure-ground Ambush marketing

closure

In McGuire's classification of motives, which ones focus on the person's need for being adaptively oriented toward the environment and achieving a sense of meaning? preservation self-actualization growth cognitive affective

cognitive

Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products? agreeableness introversion consumer ethnocentrism need for uniqueness need for affiliation

consumer ethnocentrism

Color and the nature of the programming surrounding the brand's advertisement are examples of __________ present in the situation that can play a role in consumer interpretation independent of the actual stimulus. contextual cues stimulus characteristics stimulus traits stimulus cues situational organization

contextual cues

__________ is the first strategy a loyal consumer uses when their favorite brand is attacked with negative information. discounting avoiding skipping containment discrediting

discrediting

Which emotion would be classified under the "arousal" dimension of emotion? distraction shame guilt duty disgust

distraction

Which strategy for overcoming the barriers presented by DVR involves seamless insertion of household addressable ads into both live and recorded video content from the DVR hard drive? product placement forced ad exposure hybrid ads dynamic ad placement ad integration

dynamic ad placement

Shirley and Bud have been married for almost 50 years, but Shirley can remember their wedding day so clearly. She remembers how happy she felt that day and how wonderful it was to celebrate their marriage with all of their family and friends. She even remembers walking down the aisle, seeing her future husband waiting for her, and her father kissing her as he placed her hand in Bud's. Which type of memory does this represent? semantic memory conditioned memory primary memory episodic memory accessible memory

episodic memory

Broadcast media, particularly television, appear to be better vehicles for comparative advertisements, because broadcast lends itself to more thorough comparisons. True or False

false

Format refers to the placement of an object in physical space or time. True or False

false

Research has shown that using high levels of fear in advertising such that consumers feel threatened are the most effective. True or False

false

The process of encouraging partial responses leading to the final desired response is known as classical conditioning. True or False

false

Which of the following is not considered an emotional dimension? pleasure arousal dominance feeling All of these choices are emotional dimensions.

feeling

Pat is purchasing new tires for his car. Since he expected to spend $400 or more for these tires, he started researching on the Internet. He spent several days learning about this product and studied several consumer magazines (e.g., Consumer Reports). He decided to purchase Yokohama tires because they were rated the best tire value. Which type of learning situation does this illustrate? high-involvement learning implicit learning primary learning low-involvement learning explicit learning

high-involvement learning

Learning a concept or the association between two or more concepts in the absence of conditioning is known as operant learning. analytical reasoning. modeling. iconic rote learning. vicarious learning.

iconic rote learning

A market researcher asked Carl about his recollection of a specific exposure event, such as seeing an advertisement, or experience, such as driving or riding in an Acura automobile, which was the brand the researcher was interested in. While Carl could not recall a specific ad and has never traveled in an Acura, he seemed to "know" quite a bit about this brand. Carl described the brand as "reliable," "high-performance," "luxury," and "expensive." Which type of memory does this represent? explicit memory implicit memory suppressed memory scripted memory subliminal memory

implicit memory

Any change in the content or organization of long-term memory or behavior is known as cognition. information processing. marketing. repositioning. learning.

learning

Which type of conditioning requires that consumers first engage in a deliberate behavior (i.e., trying the product) and come to understand its power in predicting positive outcomes that serve as reinforcement? iconic conditioning vicarious conditioning classical conditioning operant conditioning reinforced conditioning

operant conditioning

Which of the following is not an individual characteristic that influences interpretation? traits learning and knowledge expectations organization All of these choices are individual characteristics that influence interpretation.

organization

While any given advertisement for a product may focus on only one or a few purchasing motives, the advertising campaign should focus more on manifest motives since they always have a stronger influence on purchase decisions and overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives. advertising campaign needs to cover all the important purchase motives of the target market. overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives. advertising campaign should focus more on manifest motives since they always have a stronger influence on purchase decisions. 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.

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.

The fact that all aspects of the perception process are extremely selective is referred to as perceptual selectivity. sensory screening. ego defenses. perceptual defenses. None of these choices are correct.

perceptual defenses.

Which of the following offers marketing managers a useful technique for measuring and developing a product's position by taking consumers' perceptions of how similar various brands or products are to each other and relates these perceptions to product attributes? regression analysis laddering conjoint analysis analytical mapping perceptual mapping

perceptual mapping

The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called brand extension. product positioning. product extension. brand leveraging. product equity.

product positioning

In regulatory focus theory, __________ motives revolve around a desire for growth and development and are related to consumers' hopes and aspirations. promotion-focused latent-focused manifest-focused prevention-focused All of these choices are correct.

promotion-focused

__________ 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. Contextual figures Proximity Ambush marketing Rhetorical figures Affective interpretation

rhetorical figures

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

right

For years, the U.S. Army ran an advertising campaign with the tagline, "Be all you can be." To which of Maslow's needs is this appealing? belongingness esteem self-actualization safety physiological

self-actualization

Which of Maslow's needs involves the desire for self-fulfillment, to become all that one is capable of becoming? safety physiological self-actualization belongingness esteem

self-actualization

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? situational factors external factors nonprogrammatic factors transient factors individual factors

situational factors

Anne appears in a television commercial for a local chiropractor. She tells the audience how she suffered from migraine headaches several times a month. However, once she started treatment at this particular chiropractor, her headaches disappeared. She claimed, "I kept expecting them to come back, but they didn't. I have a whole new lease on life, thanks to Peavy Chiropractic!" Which type of ad is this? testimonial ad comparative ad two-sided message demonstration single message

testimonial ad

The accessibility effect for brands is called top-of-mind awareness. episodic awareness. conceptual awareness. conditioned response.

top-of-mind awareness

Celebrity endorsers are often a useful way to personify a brand since the characteristics and meanings of the celebrity can be transferred to the brand. True or False

true

Consumer motivation and ability are the major individual factors affecting attention. True or False

true

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? testimony one-sided message utilitarian appeal two-sided message value-expressive appeal

value-expressive appeal

When consumers do not directly experience a reward or punishment to learn but instead observe the outcomes of others' behaviors and adjust their own accordingly, which type of learning has occurred? vicarious learning shaping analytical reasoning operant learning iconic rote learning

vicarious learning