Deck 3: From Exposure to Comprehension

Question 1

Consumers can be segmented based on the amount of attention they give various marketing stimuli.

Answer 1

True

Question 2

John is going to pay for an ad in Vogue at the front of the magazine because this garners the greatest chance of exposure to his product by readers.

Answer 2

False

Question 3

Jenny was watching television when the broadcast was interrupted for a commercial for a Toyota Echo.We can only say for sure that Jenny ____ the ad.

A) comprehended
B) was exposed to
C) paid attention to
D) was motivated by
E) was involved in

Answer 3

B

Question 4

Ads that are on the left side of the road tend to be processed by the left side of the brain and ads on the right side of the road tend to be processed by the right side of the brain.

Question 5

Wal-Mart TV network reaches 113 million consumers shopping at Walmart Stores.

Question 6

____ reflect(s)the process by which the consumer comes into physical contact with stimulus.

A) Displays
B) Communication
C) Advertising
D) Marketing
E) Exposure

Question 7

Exposure to television commercials is greatest at the beginning and end of a commercial break.

Question 8

Product placement is not considered advertising.

Question 9

Kraft foods quit advertising Oreo cookies on television shows targeted to kids 12 and under due to pressure from parents.

Question 10

If a marketing communication is to have an effect,consumers must first ____ it.

A) be exposed to
B) expose others to
C) recall
D) memorize
E) analyze

Question 11

German consumers tend to avoid ads more than their American counterparts do.

Question 12

Attention has only two characteristics: (1)it is limited and (2)it is capable of being divided.

Question 13

Product placement in video games is an emerging trend.

Question 14

Product distribution and shelf placement do not affect exposure of a product.

Question 15

The California Tree Fruit Commission has found that expanding display size by 1 percent can boost sales by 19 percent.

Question 16

Perception uses the following senses only: (1)smell,(2)vision,(3)taste,and (4)touch.

Question 17

Zipping is when consumers skip up to 75 percent of ads in recorded TV shows.

Question 18

Consumers with cable zap ads more than 50 percent of the time.

Question 19

A marketer does not have to create new advertising if an ad has been effective in the past.

Question 20

Madame Tussauds is a case of

A) seeing is believing.
B) haptic sensations.
C) auditory processing.
D) B2B.
E) mobile commerce.

Question 21

Sally was leading a project to put billboards by the side of the highway that would advertise the logo for a new brand of soda.She believed that drivers might not stop to read the information directly,but that the information would make some impact.This impact would be through

A) recall.
B) retrieval.
C) preattentive processing.
D) postattentive processing.
E) lateral retrieval.

Question 22

Attention is best thought of as the process by which an individual

A) categorizes emotional stimuli to high and low effort activities.
B) allocates part of his or her mental activity to a stimulus.
C) stimulates memory.
D) categorizes schemas.
E) decreases the rate of nonretrieval.

Question 23

Rhetorical questions capture consumers' attention by

A) challenging the consumer.
B) annoying the consumer by insulting her intelligence.
C) including the word you and by asking the consumer to answer the question.
D) bringing up an interesting topic.
E) debating with the consumer.

Question 24

The selling of T-shirts with a beer's name on it at sports events is an example of

A) a commercial.
B) information retrieval.
C) marketing stimuli.
D) interactive marketing.
E) marketing myopia.

Question 25

When a stimulus is in focal vision,it is processed by both hemispheres.When a stimulus is in peripheral vision,it is processed by the opposite hemisphere.This is known as

A) specialization.
B) processing functional divisions.
C) attentional divisions.
D) hemispheric lateralization.
E) functional partialization.

Question 26

Sarah would hog the remote control so that she could switch to other channels during the commercial breaks.She was

A) zipping.
B) zapping
C) flipping.
D) zinging.
E) skipping.

Question 27

Exposure to commercials is greatest when they are placed

A) right in the middle of a commercial break.
B) at the end of the morning or the early afternoon.
C) before 7:00 a.m. or after 10:00 p.m. due to the lack of clutter.
D) at the beginning or end of a commercial break.
E) between 10:00 a.m. and 11:00 a.m. for prime time shows.

Question 28

The factors that influence exposure of marketing stimuli to a potential customer are

A) a commercial and informational retrieval.
B) information retrieval and interactive marketing.
C) position of an ad within a medium, product distribution, and shelf placement.
D) a commercial and a magazine ad.
E) attention and motivation of the customer.

Question 29

People tend to ____ things that are inherently pleasant.

A) forget
B) process intensively
C) have extensive schemas for
D) approach
E) both approach and avoid

Question 30

A commercial depicting the Canadian Rockies in the backdrop behind a 4-wheel-drive vehicle can be thought of as an example of

A) the use of humor in advertising.
B) an infomercial.
C) cognitive appeal.
D) shock appeal.
E) the use of attractive visuals in advertising.

Question 31

The greatest exposure in stores is

A) from eye level to the forehead.
B) surprisingly, down at the ankle level because shoppers most often look down.
C) on the right side of the store.
D) on the left side of the store.
E) from waist level to eye level.

Question 32

In the hot desert arboretum,signs picturing an ice-cold can of Coca-Cola were posted up in various locations.This is an example of a marketer making a stimuli

A) personally relevant.
B) pleasant.
C) surprising.
D) easy to process.
E) more verbal than visual.

Question 33

A series of ads for Taster's Choice coffee showed the developing romantic relationship between two individuals,Sharon and Tony.This ad campaign is a classic example of

A) using similar sources to generate self-relevance.
B) dramas drawing the consumer into the action and increasing attention.
C) the use of a series of fear appeals.
D) cognitive appeals.
E) infomercials.

Question 34

When the movie,Barber Shop II,showed a Dunkin Donuts box and one of the main characters eating the doughnuts,the type of product promotion being used is called

A) product advertising.
B) product début.
C) product sponsoring.
D) product placement.
E) public relations.

Question 35

The fact that we can parcel our attention and flexibly move from one task to another means that we also have the potential to

A) motivate others.
B) become distracted.
C) concentrate on one task.
D) become involved.
E) have the opportunity to process information.

Question 36

Three things can make a stimulus surprising: novelty,unexpectedness,and

A) attentiveness.
B) humor.
C) a puzzle.
D) emotions.
E) lateralization.

Question 37

Research shows that people ____ things they have seen many times before.

A) pay less attention to
B) have less highly developed attentive structures for
C) are lower in affect for
D) have dynamic focus for
E) are selective to

Question 38

Attention is selective,____,and is limited.

A) can be duplicated
B) is hard to recall
C) is emotional
D) is affective
E) can be divided

Question 39

Major ways of capturing consumers' attention might include making the marketing stimulus all of the following except

A) self-relevant.
B) pleasant.
C) surprising.
D) easy to process.
E) more verbal than visual.

Question 40

Heather knew how to use a digital video recorder well.She recorded all of her favorite prime-time programs and would fast-forward through the commercials when she played them back.Heather was

A) zipping.
B) zapping.
C) flipping.
D) zinging.
E) skipping.

Question 41

____ is the process by which incoming stimuli activate our sensory receptors.

A) Sensationing
B) Perception
C) Hyperactivation
D) Incoming hyperactivation
E) Cognition

Question 42

The process by which a stimulus loses its attention-getting abilities by virtue of its familiarity is known as

A) habituation.
B) familiarization.
C) neural training.
D) neural rigidity.
E) stimulus familiarization.

Question 43

____ is defined as the degree of detail and specificity about the stimulus.

A) Abstractness
B) Prominence
C) Concreteness
D) Novelty
E) Attentiveness

Question 44

Kimberly needs to pick out a paint color for the interior of a restaurant.Since it is located in a dreary setting and climate,she would like to encourage activity and excitement.Kimberly should choose

A) purple.
B) black, white or gray.
C) red, orange or yellow.
D) green, blue or violet.
E) only earth tones.

Question 45

Joe was eating while paying some attention to the television commercials,when a black-and-white commercial he had seen before appeared on the screen.The ad may attract him as a stimulus primarily because it is

A) abstract.
B) concrete.
C) novel.
D) a contrast.
E) blended.

Question 46

Prominent stimuli stand out relative to the environment because

A) of their intensity.
B) they are easily understood.
C) they are easily imagined.
D) of their novelty.
E) of their irony.

Question 47

A basic principle of visual processing is that the more intense the stimulus,the

A) more likely it is to be perceived.
B) more quickly it will decay in memory.
C) less likely it is to be recalled.
D) less likely it is to be encoded.
E) more soothing and relaxing it is.

Question 48

____ is the major factor determining whether a stimulus will be picked up by hearing in advertisements.

A) Sponsor attractiveness
B) Auditory intensity
C) Advertisement length
D) Brightness of graphics
E) Informational content

Question 49

When direct-comparison ads first appeared,they attracted Ted's attention.Now that there are so many of them,he is not as interested because of

A) abstraction.
B) procedurization.
C) shock.
D) cognitive separation.
E) habituation.

Question 50

Puzzles attract attention because they

A) look nice and make us feel good.
B) are easily remembered.
C) require resolution.
D) can be easily forgotten.
E) are not interesting.

Question 51

Imagine that you are attending an important occasion for your company.You have just received a new lime-green tie as a present from a friend.Arriving at the party you discover that the power tie this year is yellow and everyone else,being conformists in their climb to the top,is wearing yellow ties.You stand out in this context because you are different from everyone around you.This is an example of a(n)____ stimulus.

A) abstract
B) concrete
C) pleasant
D) surprise
E) color-separation

Question 52

____ would be more appropriate in environments like doctors' offices,where having consumers feel calm and having them spend time making decisions is desirable.

A) Purple
B) Black, white, or gray
C) Red, orange, or yellow
D) Green, blue, or violet
E) Only earth tones

Question 53

A new store in town is creating a series of radio ads and they are currently choosing a spokesperson.To best evoke positive ad and brand attitudes,what type of voice quality should this spokesperson possess?

A) High-pitched and fast-paced.
B) High-pitched and slow-paced.
C) Low-pitched and fast-paced.
D) Low-pitched and slow-paced.
E) The voice quality of a spokesperson has no effect on consumers' perceptions.

Question 54

Although a novel stimulus attracts attention,it

A) is not always better liked.
B) is not as easily remembered.
C) does not stand out from other stimuli.
D) is more easily forgotten.
E) is less easily encoded.

Question 55

In restaurants where high turnover and sales are desired,music that ____ is desirable.

A) is classical
B) is softer and more soothing
C) has a fast tempo
D) has a slow tempo
E) has a definite beginning and a definite end

Question 56

Advertisers develop multiple ads with the same central message to combat the attention problem of

A) being inattentive.
B) habituation.
C) being selective.
D) being over exposed.
E) saturation.

Question 57

Yoplait's yogurt container is opposite in shape to other yogurt containers (narrower at the top than at the bottom).This is an example of ____ in marketing stimuli.

A) humor
B) affect
C) classical conditioning
D) novelty
E) operant conditioning

Question 58

Terri is not really paying attention to the television,but she can tell when a Coca Cola ad comes on because of the music in the ad.____ occurs when she associates the auditory portion of the ad with the brand Coca Cola.

A) Auditory intensity
B) Music appreciation
C) Olfactory interpretation
D) Sonic identity
E) Tactile terminology

Question 59

Yellow Pages reported that doubling the size of an ad increases sales fivefold.This is best thought of as an example of the effectiveness of ____ in advertising.

A) concreteness
B) surprise
C) novelty
D) pleasant design
E) prominence

Question 60

A study has found that deeper and richer colors ____ than less deep and lighter colors.

A) are less easily recalled
B) are more easily recalled
C) are less easily encoded
D) are more easily encoded
E) evoke more excitement

Question 61

The market researcher for a candy bar manufacturer discovered that ten cents was the minimum price increase that consumers would notice.This is known as a just noticeable increase or a(n)

A) minimal perception.
B) cognitive barrier.
C) affective absolute.
D) differential threshold.
E) minimal cognition.

Question 62

In the retail environment,smells are often used to

A) enhance brand loyalty.
B) enhance product category loyalty.
C) create a soothing environment.
D) attract customers.
E) create a fast-paced environment.

Question 63

When Betty had a cold,she went to the grocery store to buy some nighttime cold medication.She saw both a national brand and the store brand on the shelf in similar green triangular bottles.Betty assumed that the medications were the same because of the similar bottles,so bought the less expensive store brand.When she used it that evening,she realized it was not as effective as the national brand.What perceptual organization principle played a role in Betty's choice?

A) closure
B) figure and ground
C) grouping
D) bias for the whole
E) subliminal perception

Question 64

Food and beverage marketers often try to monitor consumers' tastes through

A) taste tests.
B) psychographic profile analysis.
C) physiological tests.
D) demographic profile analysis.
E) family profile analysis.

Question 65

____ refers to the fact that individuals have a need to organize perceptions so that they form a meaningful whole.

A) Perceptual organization
B) Cognitive combination
C) Affective combination
D) Stimulus network
E) Closure

Question 66

____ states that the stronger the initial stimulus,the greater the additional intensity needed for the second stimulus to be perceived as different.

A) The law of absolute thresholds
B) J.N.D. theory
C) The maximal perception principle
D) Stimulus theory
E) Weber's law

Question 67

David was reluctant to spend his $20 bill on a coffee.However,once he made another necessary purchase with that $20,he quickly bought a coffee with his change.David's initial reluctance was probably due to the perceptual organizational principle of

A) closure.
B) figure and ground.
C) grouping.
D) bias for the whole.
E) subliminal perception.

Question 68

In Asia,touching between strangers is seen as

A) a sign of friendship.
B) an inappropriate gesture.
C) a common greeting but means little.
D) a sign of romantic interest.
E) a precursor of a question.

Question 69

In subliminal perception,a stimulus is not consciously perceived

A) because the consumers' perception is directed elsewhere.
B) because of distractions in the consumers' environment.
C) because the stimulus is process by only unconscious brain activity.
D) because the stimulus is close to the consumers' absolute threshold of perception.
E) because the stimulus is perceived only by the left hemisphere of the consumers' brain.

Question 70

Our sensory processing is simplified by the presence of ____ that are based on the intensity of the stimulus that impinges on our sensory receptors.

A) inhibitors
B) perceptual thresholds
C) exhibitors
D) sensory barriers
E) memory clusters

Question 71

Walking through the mall,Ying smelled freshly baked pretzels.Aside from appetite,this smell may also likely affect her

A) speed of cognition.
B) emotion.
C) encoding speed.
D) brand loyalty.
E) brand name recognition.

Question 72

The effects of ____ are not sufficiently strong to manipulate consumers,alter their preferences,or make the ad more memorable,but their content may be capable of eliciting more primitive feeling responses.

A) postreceptive cognitions
B) subliminal stimuli
C) preattentive receptors
D) postreceptive stimuli
E) subliminal affect

Question 73

A study found that a pleasant scent ____ product evaluation.

A) had no effect on
B) had a distracting effect on
C) had a positive effect on
D) had a negative effect on
E) eliminated the need for

Question 74

Music that ____ can increase sales by as much as 38 percent.

A) is classical
B) is softer and more soothing
C) has a fast tempo
D) has a slow tempo
E) has a definite beginning and a definite end

Question 75

Oftentimes a very attractive person in an ad will be the focal point of attention,whereas the brand name will be relatively unnoticed.This principle of ____ suggests that marketers should want the opposite to occur.

A) incoming perceptions
B) stimulus perceptions
C) incoming stimulus
D) figure and ground
E) perceptual stimulus

Question 76

Research has shown that consumers who ____ are more likely to evaluate both the stores and the salesperson positively.

A) are touched by a salesperson
B) encounter many choices
C) immediately interact with a salesperson
D) have little or no interaction with a salesperson
E) encounter fewer choices

Question 77

____ represents a somewhat higher,more meaningful level of processing than simply having stimuli register on our sensory receptors.

A) Cognitive combination
B) Affective combination
C) Perceptual organization
D) Stimulus network
E) Affective stimulus

Question 78

Marketers might not want consumers to notice that the size of their candy bar has shrunk again.This is an example of when marketers do not want a(n)

A) subliminal perception to be exceeded.
B) cognitive barrier to be crossed.
C) absolute affect to be aroused.
D) differential threshold to be crossed.
E) minimal cognition to be elicited.

Question 79

Products such as mouthwashes and deodorants are valued primarily because they

A) enhance odors.
B) create exciting scents.
C) create soothing scents.
D) draw customers.
E) mask odors.

Question 80

____ is the lowest point at which an individual can experience a sensation.

A) Minimal perception
B) Cognitive barrier
C) Absolute threshold
D) Minimal cognition
E) Affective absolute