Question 1

A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits.How would a marketer use hyperreality to find a new use for baking soda?

Accepted Answer

Hyperreality involves creating new connections and associations between products and benefits that may not necessarily be based in reality. By inventing a fictional character called Simon Soda, a marketer could create a new use for baking soda by associating it with this character's unique traits or abilities. This would create a new connection between baking soda and the benefits that Simon Soda represents, making the product more appealing to consumers.

Question 2

What does the study of semiotics attempt to do?

Accepted Answer

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Question 3

Lifestyle,attributes,competitors,and quality are all dimensions marketers can use to carve out a brand's ________ in the marketplace.

Accepted Answer

Marketers can use lifestyle, attributes, competitors, and quality to create a unique position for their brand in the marketplace. This means differentiating the brand from its competitors by carving out a distinct space in consumers' minds based on these factors. Sensory signature and trade dress are also important elements of a brand's identity, but they are more related to the visual and sensory aspects of the brand rather than its market position. Priming refers to the process of preparing consumers to receive a brand message, but it is not directly related to brand positioning.

Question 4

A(n)________ is a sign that relates to a product by either conventional or agreed-on associations.

Accepted Answer

A symbol is a sign that relates to a product by either conventional or agreed-on associations. An icon is a pictorial representation of a concept, object or idea. An index is a sign that indicates a relationship or correlation between two variables. A schema is a cognitive framework or concept that helps organize and interpret information.

Question 5

On Breaking Bad.the popular television drama,the fictional Los Pollos Hermanos is a popular fast-food chain.Many Breaking Bad web sites now sell items bearing the Los Pollos Hermanos name and logo.This is an example of hyperreality.

Accepted Answer

Hyperreality refers to the blurring of the lines between reality and fiction, and the marketing of a fictional product from a TV show falls under this category. Therefore, the selling of items with the Los Pollos Hermanos name and logo is an example of hyperreality.

Question 6

A sign on a drawer in the kitchen of a fraternity said "Plastic Silver." The drawer contained plastic spoons,forks,and knives for casual dinners.Use the principle of hyperreality to explain why users of the kitchen would know what was in the drawer without looking.

Accepted Answer

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Question 7

A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits.A classic example of this was equating Marlboro cigarettes with the American frontier spirit.Which of the following terms best describes this practice?

Accepted Answer

The practice of creating new relationships between objects and interpretants by inventing new connections between products and benefits is called semiotic relationships. Semiotics is the study of signs and symbols and their use or interpretation. Advertisers often use these relationships to create a specific image or perception of a product or brand.

Question 8

An index is a sign that connects to a product because they share some property.

Accepted Answer

An index is a sign or indicator that connects to a product or concept because they share a common property or characteristic. For example, the Consumer Price Index (CPI) is an indicator of inflation that measures changes in the prices of a basket of goods and services over time. The correlation between the CPI and the cost of living makes it a useful tool for consumers and policymakers alike.

Question 9

The ________ for a brand guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the marketplace relative to its competitors.

Accepted Answer

A positioning strategy guides how a company presents its brand to consumers and how it distinguishes itself from competitors. It involves the use of the elements of the marketing mix (product, price, place, and promotion) to communicate the brand's unique features and benefits to the target audience. By targeting a specific position in the market, the brand can create a distinct identity and influence the consumer's perception and interpretation of the brand's meaning in the marketplace relative to its competitors. Gestalt psychology refers to the theory that the whole is greater than the sum of its parts and is not directly related to branding. A sensory signature is a unique sensory experience associated with a brand, but it is not necessarily tied to the use of the marketing mix. Priming strategy is a technique used in psychology to influence people's behavior, but again, it is not directly related to branding.

Question 10

When Ford says that "Quality is Job #1" they are practicing a positioning strategy.Explain positioning.

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Question 11

Explain the closure principle.

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Question 12

Describe multitasking and explain why multitasking is a concern for marketers?

Accepted Answer

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Question 13

________ is a discipline that studies the correspondence between signs and symbols and their meaning.

Accepted Answer

Semiotics is the study of signs and symbols and their interpretation or meaning. Interpretation, indexing, and symbolism might have some overlap with semiotics, but they are not comprehensive enough to fully describe the discipline.

Question 14

The icons on the restroom doors in a bar in Wyoming are a doe and a buck.This is an excellent example of hyperreality.

Accepted Answer

Hyperreality is a condition in which what is real and what is fiction are seamlessly blended together in a way that there is no clear distinction between where one ends and the other begins. Using a doe and a buck to signify gender on restroom doors is a creative representation but does not blend reality and fiction in a way that creates a new reality, which is the essence of hyperreality.

Quiz 3: ++Perception