Question 1

An infomercial is advertising that takes the form of editorial content.

Accepted Answer

An infomercial is a form of television commercial, which generally includes a toll-free telephone number or website, designed to promote a product in an informative and persuasive manner, rather than taking the form of editorial content.

Question 2

_____ means coming into physical contact with a stimulus.
A) Inference
B) Motivation
C) Ability
D) Opportunity
E) Exposure

Accepted Answer

Exposure means coming into physical contact with a stimulus, which includes exposure to any kind of stimulus such as a product, message or advertisement. Inference, motivation, ability, and opportunity do not specifically refer to physical contact with a stimulus.

Question 3

Brenda records her favorite TV show on a digital video recorder because it is aired during her work hours. When she watches the recorded show later, she skips all the commercials and watches only the show. In this case, Brenda's actions can be categorized as _____.
A) closure
B) preattentive processing
C) zapping
D) figure and ground
E) zipping

Accepted Answer

Zipping refers to the act of fast-forwarding through commercials in recorded TV shows, which is what Brenda is doing.

Question 4

Consumers control their exposure to marketing stimuli.

Accepted Answer

Consumers have the ability to choose what ads they engage with, what products they buy, and what sources of information they trust. They may actively seek out certain types of marketing, ignore others, or even use ad-blockers to limit exposure. Therefore, they have some degree of control over their exposure to marketing stimuli.

Question 5

If consumers are distracted from an ad, they devote less attention to it.

Accepted Answer

Research has shown that distractions, such as multi-tasking or using other electronic devices, can lower a viewer's attention to an ad and reduce its effectiveness.

Question 6

Product distribution and shelf placement do not affect consumers' exposure to brands and packages.

Accepted Answer

Product distribution and shelf placement can greatly affect the level of exposure consumers have to brands and packaging. Products that are prominently displayed at eye level or near checkout counters are more likely to catch consumers' attention and be purchased. Additionally, products that are widely distributed in multiple locations are more likely to be seen by a larger number of potential consumers.

Question 7

The absolute threshold is the intensity difference needed between two stimuli before they are perceived to be different.

Accepted Answer

The absolute threshold refers to the minimum intensity of a stimulus needed for it to be detected at least 50% of the time, not the difference needed between two stimuli.

Question 8

Preattentive processing takes place during focal attention.

Accepted Answer

Preattentive processing occurs before focal attention and refers to the initial stage of sensory processing where certain features, such as color or shape, are detected automatically and rapidly without conscious awareness.

Question 9

Attention is unlimited and cannot be divided.

Accepted Answer

Attention is limited and can be divided among multiple tasks or stimuli. This is known as divided attention or multitasking.

Question 10

The position of an ad within a medium does not affect consumers' exposure to the ad.

Accepted Answer

The position of an ad within a medium can affect consumers' exposure to the ad as ads placed in more prominent or visible locations may receive greater attention and engagement from consumers.

Question 11

One way to increase personal relevance of stimuli is by using dramas and mini-stories that depict the experiences of actors or consumers through a narrative in one or more ads.

Accepted Answer

Using dramas and mini-stories in advertising can help to increase personal relevance of stimuli by creating an emotional connection and making the message more relatable to the viewer.

Question 12

Which of the following is a nonmarketing source of marketing stimuli?
A) Salespeople
B) Facebook messages
C) Brand symbols
D) Vine videos
E) Consumer reviews

Accepted Answer

Consumer reviews are a nonmarketing source of marketing stimuli as they come from customers who have used the product or service and are not directly controlled by the company. Salespeople, Facebook messages, brand symbols, and Vine videos are all marketing sources of marketing stimuli as they are intentionally created and controlled by the company in order to influence consumer behavior.

Question 13

Consumers are most likely to be exposed to ads:
A) that are placed below their eye level at stores.
B) that appear low on an Internet search list.
C) within TV programs that interest them.
D) for product categories they do not use.
E) when they engage in zipping.

Accepted Answer

Consumers are most likely to pay attention to and be exposed to ads within TV programs that interest them. This is because they are actively engaged in watching the program and are more likely to notice ads that are related to their interests.

Question 14

Marketing stimuli can be made pleasant by using attractive models, humor, and music in ads.

Accepted Answer

Using attractive models, humor, and music in ads can help create a more pleasing and enjoyable experience for the consumer, making them more likely to respond positively to the marketing stimuli.

Question 15

Despite skipping and zipping, prior exposure to an ad improves consumers' recall of the message but increases consumers' tendency to avoid previously seen ads.

Accepted Answer

Studies have shown that prior exposure to an ad can improve consumers' recall of the message, but it can also increase their tendency to avoid previously seen ads due to a phenomenon known as "advertising wearout."

Question 16

Consumers' exposure to a brand is high when:
A) the ads for the brand are aired right in the middle of a commercial break.
B) the consumers do not use the brand.
C) the brand is located at customers' waist-level at stores.
D) the online ads for the brand are located near the content they want to focus on.
E) the amount of shelf space allocated to the brand in stores is high.

Accepted Answer

The answer of Consumers' exposure to a brand is high...

Question 17

Sarah lives with four family members. When they watch television after dinner, Sarah holds on to the remote control and switches channels during commercials. In this scenario, Sarah is involved in _____.
A) zipping
B) zapping
C) grouping
D) source identification
E) preattentive processing

Accepted Answer

Zapping refers to the act of changing TV channels during commercials.

Question 18

With zipping, consumers attend to all marketing stimuli.

Accepted Answer

Zipping refers to when consumers fast-forward through commercials or other marketing stimuli. Therefore, they do not attend to all marketing stimuli.

Question 19

Consumers can be exposed to marketing stimuli at any stage of the decision-making process.

Accepted Answer

Consumers can be exposed to marketing stimuli at various stages of the decision-making process, including problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.

Question 20

Exposure to commercials is low when they air at the beginning or end of a commercial break within a program.

Accepted Answer

Commercials aired at the beginning or end of a commercial break are more likely to be remembered by viewers, as they are less prone to channel surfing or attention lapses compared to those aired in the middle.

Quiz 3: From Exposure to Comprehension