Deck 11: Making Contact

Question 1

Recently, there has been a shift away from mass marketing to micromarketing.

Answer 1

True

Question 2

Exposure occurs when there is physical proximity to a stimulus that allows one or more of a person's five senses the opportunity to be activated.

Answer 2

True

Question 3

The maximum amount of stimulus intensity necessary for sensation to occur is called the lower threshold.

Answer 3

False

Question 4

Getting exposure essentially means entering the person's sphere of existence.

Question 5

Product placement is one tactic for gaining exposure in which companies place their products in stores that do not normally carry their products.

Question 6

One of the major contributors to the declining influence of traditional media has been the emergence of the Internet.

Question 7

Over half of new-car buyers search the Internet before visiting a car dealership.

Question 8

Click-through rates represent the percentage of people that purchase a product because of an online advertisement.

Question 9

Because of the tremendous increase in spamming, e-mail marketing is projected to substantially decline over the next few years.

Question 10

Making contact with e-mails faces two major challenges: bounce-back and getting the recipient to open the e-mail.

Question 11

Since the passing of the Can-Spam Act in December 2003, there has been a significant decline in the amount of spam e-mails.

Question 12

Viral marketing is a strategy for attracting competitors' customers by infecting them with information that makes them prefer your product over the product they currently use.

Question 13

The amount of attention generated by a marketing activity is often referred to as "buzz."

Question 14

Advertising during game shows is known as advergaming.

Question 15

If an advertiser is successful at getting its message to the right people at the right place at the right time, exposure is guaranteed to occur.

Question 16

The benefit of selective exposure is that it increases the size of the audience being reached.

Question 17

Grabbing the remote control and switching to another station is called zipping.

Question 18

Zipping occurs when a person fast-forwards through commercials while watching recorded programming.

Question 19

Habituation occurs when a stimulus becomes so familiar and ordinary that it loses its attention-getting ability.

Question 20

Advertising wearout describes ads that are effective because they wearout consumer resistance.

Question 21

One solution to the wearout problem involves using ads that differ in their execution but that carry the same basic message.

Question 22

The single requirement for making contact with consumers is gaining exposure.

Question 23

There are two parts to attention: focus and intensity.

Question 24

Being the focus of attention during decision making may increase a product's chance of being chosen.

Question 25

Sensory memory refers to that part of mental capacity used when initially analyzing a stimulus detected by one of our five senses.

Question 26

Short-term memory is the mental warehouse containing all of a person's knowledge.

Question 27

The use of longer commercials is one way advertisers can deal effectively with consumers' limited attention spans.

Question 28

Surprisingly, the average person sees very few advertisements each day.

Question 29

Consumers spend less than three seconds looking at each product during an average shopping trip at the grocery store.

Question 30

The more relevant advertising and products become to the consumer, the more attention they receive.

Question 31

Permission marketing refers to asking consumers for their permission to send them product-related materials.

Question 32

Stimuli in motion are not effective at grabbing consumers' attention because they are so distracting.

Question 33

Isolation involves placing an object within a barren perceptual field.

Question 34

The larger the stimulus, the more it tends to stand out and draw attention.

Question 35

Although increasing the size of an advertisement helps to attract attention, increasing the size or amount of shelf space allocated to a product does not increase its chances of being noticed.

Question 36

The attention-getting ability of a stimulus may be increased sharply through the use of color.

Question 37

Besides black and white, all colors have the same attention-getting ability.

Question 38

Stimuli may be more noticeable simply because of where they are located in the environment.

Question 39

A commercial's location within the commercial break does not affect the amount of attention it receives from viewers.

Question 40

The surprise factor is a popular tactic for gaining consumers' attention.

Question 41

Attention is often drawn to stimuli that are distinctive.

Question 42

Although celebrities are highly effective at gaining consumers' attention, noncelebrities are not.

Question 43

Some stimuli attract our attention because we have been taught or conditioned to react to them.

Question 44

Clutter in the marketplace reduces the challenge business faces in attracting consumers' attention.

Question 45

Ideally, advertisers want to use attention-getting stimuli that are so powerful that they dominate consumers' attention during ad processing.

Question 46

Shadowing experiments illustrate the adverse effects that may arise when attention is divided.

Question 47

The idea that people can be influenced by stimuli beneath their conscious level of awareness is called subliminal persuasion.

Question 48

There is overwhelming empirical evidence documenting the ability of subliminal stimuli to strongly influence consumer behavior.

Question 49

Which of the following is not one of the reasons why there has been a shift from mass marketing to micromarketing?

A) Mass media is reaching fewer people.
B) Mass media have become more expensive.
C) There has been a proliferation of digital and wireless communication channels.
D) The new digital media possess certain advantages over mass media, such as their interactivity.
E) All of the above are reasons behind this shift.

Question 50

Getting exposure means that a stimulus must meet or exceed the ____ threshold.

A) subliminal
B) lower
C) upper
D) differential
E) None of the above.

Question 51

____ is when companies pay to have their products embedded within an entertainment vehicle.

A) Paid sponsorship
B) Embedded marketing
C) Product placement
D) Entertainment promotion
E) None of the above.

Question 52

Which of the following is not one of the ways that companies can use the Internet to make contact with consumers?

A) Blogs
B) Websites
C) Instant messaging
D) Search engines
E) All of the above are ways companies make contact using the Internet.

Question 53

Which of the following is not a form of online advertising?

A) Keyword advertisements
B) Floater advertisements
C) Pop-up advertisements
D) Connector advertisements
E) All of the above is a form of online advertising.

Question 54

____ is a type of program that consumers may download either intentionally or unintentionally from the Internet that activates a sponsor's advertisement when consumers' online behavior indicates that they're looking for a certain type of product.

A) Adware
B) Spyware
C) Tracker
D) Phishing
E) None of the above.

Question 55

According to the Federal Trade Commission, more than ____ Americans become victims of identity theft each year.

A) 3,000
B) 30,000
C) 300,000
D) 3 million
E) 30 million

Question 56

Companies are attracted to instant messaging because:

A) of its popularity among young consumers.
B) of its popularity among affluent consumers.
C) of its ability to reach first-time buyers.
D) it is very inexpensive.
E) All of the above.

Question 57

The purpose of viral marketing is to:

A) identify new leads for the sales force.
B) create buzz.
C) solicit ideas for improving the product.
D) reduce consumers' price sensitivity.
E) None of the above.

Question 58

Advergaming refers to:

A) games containing product associations.
B) advertising during game shows.
C) any form of gaming (i.e., gambling) advertising.
D) None of the above.

Question 59

The concept of selective exposure means that:

A) companies must be selective in where they place their advertisements.
B) consumers ultimately control whether or not exposure occurs.
C) companies should be careful in which target markets they select.
D) All of the above.
E) None of the above.

Question 60

Zipping is:

A) when consumers switch to another TV station when a commercial comes on.
B) when consumers fast forward through commercials when watching a VCR tape.
C) an example of selective exposure.
D) A and C
E) B and C

Question 61

The danger of overexposure means that:

A) ads can lose their ability to attract attention if they are seen too often.
B) the tedium of seeing the same ad repeatedly can cause consumers to become critical and argumentative during ad processing.
C) advertisers should consider using ads that differ in their executions.
D) A and B
E) A, B, and C

Question 62

____ is the term used to refer to advertising that loses its effectiveness because of overexposure.

A) Advertising burnout
B) Excessive repetition
C) Advertising wearout
D) Excessive exposure
E) None of the above.

Question 63

Making contact with consumers requires:

A) getting exposure.
B) gaining consumers' attention.
C) shaping consumers' opinions.
D) A and B
E) A, B, and C

Question 64

The basic elements of attention include:

A) focus
B) flexibility
C) intensity
D) A and C
E) A, B, and C

Question 65

A person's mental capacity does not consist of:

A) fixed memory
B) sensory memory
C) short-term memory
D) long-term memory
E) A person's mental capacity consist of all of the above.

Question 66

Span of attention represents the length of time that ____ can be focused on a single stimulus or thought.

A) fixed memory
B) sensory memory
C) short-term memory
D) long-term memory
E) All of the above is part of a person's mental capacity.

Question 67

Grabbing consumers' attention is one of the most formidable challenges facing business today because:

A) of the tremendous number of companies, products, and messages trying to gain their attention.
B) consumers have to be selective in what receives their attention due to limitations in their cognitive resources.
C) consumers have far more important things in their lives to be contemplating than the multitude of ordinary, low-involvement products that they buy and use with little thought.
D) A and C
E) A, B, and C

Question 68

____ refers to asking consumers for their permission to send them product-related materials

A) Viral marketing
B) Permission marketing
C) Incentive marketing
D) Attention marketing
E) None of the above.

Question 69

Which of the following is not an approach for getting consumers' attention?

A) Using movement
B) Using surprise
C) Using color
D) Connecting with consumers' needs
E) All of the above are approaches for getting consumers' attention.

Question 70

Placing an object in a barren perceptual field is known as:

A) habituation
B) isolation
C) adaptation
D) distinctiveness
E) None of these.

Question 71

Making the volume of a commercial much louder than the program that preceded it is an example of using ____ to attract attention.

A) isolation
B) novelty
C) entertainment
D) intensity
E) None of the above.

Question 72

Which of the following statements about the influence of location on attention is correct?

A) Where a product is located in the store has little influence on how much attention it receives.
B) The last commercial in a commercial break or pod receives more attention than commercials that appear in the middle of the break or pod.
C) Products that appear on shelves above eye level receive the greatest amount of attention.
D) Greater attention is given to ads located in the back part rather than the front part of a magazine.
E) None of the above is correct.

Question 73

A company that uses a product packaging much different than its competitors' packaging is an example of using ____ to attract attention.

A) the surprise factor
B) uniqueness
C) distinctiveness
D) creativity
E) None of the above.

Question 74

Which of the following is not an example of using a "learned" attention-inducing stimulus?

A) A radio commercial that starts with the noise of a ringing telephone.
B) A television commercial that starts with the noise of a ringing doorbell.
C) A print ad with the bold headline, "Is FREE Cheap Enough?".
D) A piece of junk mail with the phrase "Pay to the order of" visible through the envelope's cellophane window.
E) All of the above are examples of using a "learned" attention-inducing stimulus.

Question 75

The likelihood that a particular stimulus receives attention is enhanced as:

A) the number of stimuli competing for this attention decreases.
B) the stimulus becomes less relevant to the person's needs.
C) the stimulus becomes less distinctive.
D) All of the above.
E) None of the above.

Question 76

Attention-getting stimuli may actually hurt advertising effectiveness when:

A) they dominate consumers' attention, thereby interfering with processing of the rest of the ad.
B) consumers perceive such stimuli as a tactic to manipulate them.
C) they are disliked by consumers.
D) A and C
E) A, B, and C

Question 77

The notion that people are influenced by stimuli below their conscious level of awareness is known as:

A) unconscious persuasion
B) subliminal persuasion
C) habituation
D) undetected marketing
E) None of the above.

Question 78

What is meant by the term "exposure"? Is more exposure always better?

Question 79

How do marketers go about getting consumers' attention?

Question 80

What are some of the concerns one should have in using attention-getting stimuli?