Deck 2: Positioning

Question 1

A sign is something physical and perceivable that signifies something to somebody in some context.

Answer 1

True

Question 2

Meaning is both idiosyncratic and context dependent.

Answer 2

True

Question 3

The terms signs and meanings are synonymous.

Answer 3

False

Question 4

A positioning statement that motivates action but does not reflect a brand's competitive advantage is known as a "Loser."

Question 5

The "swimming up the river" situation occurs when a proposed positioning represents a competitive advantage for a trivial product feature or benefit but does not represent something that would give consumers compelling reasons to select the brand positioned as such.

Question 6

Brands can be positioned in terms of their usage imagery or with respect to the kinds of people who use them.

Question 7

Consumers' experiential needs represent their desires for products that provide sensory pleasure, variety, and, in a few product circumstances, cognitive stimulation.

Question 8

Consumers' experiential needs represent their desires for products that provide sensory pleasure, variety, and cognitive stimulation.

Question 9

Product attributes can be distinguished as either product-related or non-product-related.

Question 10

Consumers actually pay attention to a majority of the marcom messages to which they are exposed.

Question 11

The way to most effectively gain the consumer's attention is by creating messages that truly appeal to their needs for product-relevant information.

Question 12

____ is the study of signs and the analysis of meaning-producing events.

A) Feature analysis
B) Active synthesis
C) Meaning analysis
D) Semiotics
E) Psychographics

Question 13

Positioning with respect to brand benefits can be accomplished by appealing to ____ needs.

A) functional, symbolic, or biological
B) functional, experiential, or biological
C) utilitarian, symbolic, or experiential
D) functional, symbolic, or experiential
E) biological, utilitarian, or symbolic

Question 14

Appeals to ____ needs are the most prevalent form of brand benefit positioning.

A) symbolic
B) value-expressive
C) utilitarian
D) functional
E) experiential

Question 15

Consumers' ____ needs represent their desires for products that provide sensory pleasure, variety, and in a few product circumstances, cognitive stimulation.

A) functional
B) symbolic
C) rational
D) cognitive
E) experiential

Question 16

Which of the following is a stage in the Consumer Processing Model (CPM)?

A) exposure
B) attention
C) comprehension
D) agreement
E) all of the above

Question 17

What is the first step in the Consumer Processing Model (CPM)?

A) exposure
B) attention
C) comprehension
D) agreement
E) retention

Question 18

Research shows that ____ reduces message effectiveness.

A) spending
B) duration
C) intensity
D) clutter
E) novelty

Question 19

Which of the following plays a role in determining consumer perceptions?

A) expectations
B) needs
C) personality traits
D) past experiences
E) all of the above

Question 20

Into which type of memory is information initially received?

A) sensory store
B) short-term memory
C) working memory
D) long-term memory
E) perceptual memory

Question 21

Cognitive psychologists consider which type of memory to be a virtual storehouse of unlimited information?

A) sensory stores
B) short-term memory
C) working memory
D) long-term memory
E) accessible memory

Question 22

Name and briefly describe the stages in the Consumer Processing Model (CPM).