Question 1

One of the main reasons why social class may not be totally reliable in predicting the preferences and tastes of Americans is that it

Accepted Answer

Social class is a complex and multifaceted concept that is difficult to pinpoint and define definitively. There are various factors and criteria that may determine one's social class, and these criteria may change over time. As a result, it is challenging to assign individuals to particular social classes accurately. Therefore, social class may not always be reliable in predicting the tastes and preferences of people.

Question 2

A marketing group needs to predict which brands of laundry detergent college freshmen will buy after they leave home and move into dorms.Which question asked of them would probably give the most accurate answer?

Accepted Answer

Asking about the brand of laundry detergent their parents use gives a more accurate answer because college freshmen are more likely to continue using the same brand they have grown up with and are familiar with.

Question 3

Which of the following is true of community, within the context of marketing and advertising?

Accepted Answer

Within the context of marketing and advertising, the concept of community refers to identifying people who are similar in some important way, and different from those not in the community. It is based on shared interests, tastes, values, or characteristics, and can be leveraged by brands to create more targeted, personalized advertising experiences. Community is not limited to a specific location or geography, and its influence can extend to embedded beliefs and attitudes, depending on the strength of the community and the level of trust and loyalty that members have towards it. However, it is not the quintessential economic domain in which all purchasing, financing, and banking take place.

Question 4

Which of the following demonstrates the way we pick up phrases or slogans from advertisements and commercials, then make them part of our everyday conversation, and ultimately part of our popular culture?

Accepted Answer

"Just do it" is a slogan from Nike's advertising campaign and has become so popular that people use it regularly in their everyday conversations. It has even become a part of the popular culture, demonstrating the way we pick up phrases from advertisements and commercials. The other options given may also have become popular phrases but were originally coined for political speeches (B,C) or movies (A).

Question 5

Scenario 5-2
Since its introduction to the market in 2007, Apple Inc.'s iPhone dominated other smartphones in terms of units activated per year. However, several years later, Apple faces stiff competition from Google's Android software and Research in Motion, the maker of the Blackberry. The problem for Apple is that its competition, primarily phones powered by Android operating systems, largely outnumber the iPhone in terms of available options. In the U.S.alone, there are over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone. Americans are now buying more Android phones than iPhones.Experts claim that if the trend continues, Android will have erased the iPhone's once enormous lead in the high-end smartphone market in a little over a year. Now more than ever, Apple, which insists on tight control of its devices, must find a way to win in an intensely competitive market against rivals that are openly licensing their software to scores of companies.
-(Scenario 5-2) One reason the iPhone outsold other smartphones originally was the feeling of pride many consumers associated with owning one. This represents

Accepted Answer

The feeling of pride associated with owning an iPhone is an emotional benefit, which was a driving force behind its original success in outselling other smartphones.

Question 6

When examining advertising in a societal context, it becomes apparent that gender must be related to at least some differences in consumption.Which of the following has been found regarding advertising and gender?

Accepted Answer

Advertisers do not have a definitive list of gender differences because the expression of gender can vary based on social and situational circumstances. Gender is a complex and fluid concept, and advertisers have to be aware of the context in which their advertisements are presented.

Question 7

Scenario 5-2
Since its introduction to the market in 2007, Apple Inc.'s iPhone dominated other smartphones in terms of units activated per year. However, several years later, Apple faces stiff competition from Google's Android software and Research in Motion, the maker of the Blackberry. The problem for Apple is that its competition, primarily phones powered by Android operating systems, largely outnumber the iPhone in terms of available options. In the U.S.alone, there are over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone. Americans are now buying more Android phones than iPhones.Experts claim that if the trend continues, Android will have erased the iPhone's once enormous lead in the high-end smartphone market in a little over a year. Now more than ever, Apple, which insists on tight control of its devices, must find a way to win in an intensely competitive market against rivals that are openly licensing their software to scores of companies.
-(Scenario 5-2) At an iPhone display, in one of Apple's retail stores, an individual is overhead saying that the iPhone is too expensive, impractical, and only purchased by people who are trying to flaunt their wealth. These statements (whether factual or biased) concerning the product represent the person's

Accepted Answer

The person's statements reflect their beliefs about the iPhone, specifically that it is too expensive, impractical, and only purchased by those who want to flaunt their wealth. Beliefs are an individual's subjective thoughts or opinions about a product or service. The other options, consideration set, importance weights of evaluative criteria, and cognitive responses, do not accurately reflect the person's statements in this scenario.

Question 8

Scenario 5-1
As clothing and accessories retailer Gap, Inc.attempted to carry its brand to greater heights, executives felt that a great way to refresh the company's logo would be to change it all together. However, perhaps even quicker than the initial decision to change the logo, the masses reacted so negatively to the change that the company went back on its decision. A number of consumers stated that the new logo looked "cheap, like a crummy PowerPoint presentation," and that was all company executives needed to hear. Gap admitted that the idea of changing the company's logo was probably not the right move nor was it the right time to do so.The company will look for other ways to develop the brand. Clearly, Gap's reaction to consumer sentiments serves as proof that the company cares a great deal about consumer thoughts and opinions.(Iko Han, "Gap's New Logo Proves the Company Knows How to Listen." Cornerline News, October 13, 2010.)
-(Scenario 5-1) Many consumers expressed very strong feelings against Gap changing its original logo, which has been around for over 20 years. These passionate consumers likely hold some level of

Accepted Answer

Brand loyalty refers to the attachment and preference that consumers have for a particular brand. The strong negative reactions from consumers suggest that they have a strong emotional and psychological attachment to the original Gap logo, indicating brand loyalty.

Question 9

Scenario 5-2
Since its introduction to the market in 2007, Apple Inc.'s iPhone dominated other smartphones in terms of units activated per year. However, several years later, Apple faces stiff competition from Google's Android software and Research in Motion, the maker of the Blackberry. The problem for Apple is that its competition, primarily phones powered by Android operating systems, largely outnumber the iPhone in terms of available options. In the U.S.alone, there are over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone. Americans are now buying more Android phones than iPhones.Experts claim that if the trend continues, Android will have erased the iPhone's once enormous lead in the high-end smartphone market in a little over a year. Now more than ever, Apple, which insists on tight control of its devices, must find a way to win in an intensely competitive market against rivals that are openly licensing their software to scores of companies.
-(Scenario 5-2) One individual looking to purchase a new smartphone has become fed up with all of the competing advertisements of late. She has seen so many smartphone commercials boasting various product benefits that she can no longer distinguish them from one another. This individual is likely suffering from a case of

Accepted Answer

Advertising clutter is a phenomenon where consumers are exposed to too many advertisements to the point that they become overwhelmed, which can result in difficulty distinguishing between products or brands.

Question 10

Scenario 5-1
As clothing and accessories retailer Gap, Inc.attempted to carry its brand to greater heights, executives felt that a great way to refresh the company's logo would be to change it all together. However, perhaps even quicker than the initial decision to change the logo, the masses reacted so negatively to the change that the company went back on its decision. A number of consumers stated that the new logo looked "cheap, like a crummy PowerPoint presentation," and that was all company executives needed to hear. Gap admitted that the idea of changing the company's logo was probably not the right move nor was it the right time to do so.The company will look for other ways to develop the brand. Clearly, Gap's reaction to consumer sentiments serves as proof that the company cares a great deal about consumer thoughts and opinions.(Iko Han, "Gap's New Logo Proves the Company Knows How to Listen." Cornerline News, October 13, 2010.)
-(Scenario 5-1) Gap's loyal customers generally believe the company's products are high-end and sophisticated. Judging by the initial responses, consumers felt Gap's new logo represented lower-end products, and would, therefore, appeal to a lower social class. This concept of differing social levels is called

Accepted Answer

The concept of differing social levels is called stratification.

Question 11

Related to the way a consumer's culture shapes his or her tastes and preferences is the concept of cultural capital, which is the

Accepted Answer

Cultural capital refers to the value that a culture places on certain consumption practices and objects. It includes things like education, knowledge, and exposure to particular cultural experiences that influence an individual's preferences and tastes. For example, someone who grew up in a family that valued classical music may have a higher cultural capital for that genre of music and be more likely to enjoy it than someone who did not grow up in that environment.

Question 12

In the world of advertising, culture is seen as a group's

Accepted Answer

Culture is the total way of life of a group of people, including their customs, beliefs, values, and institutions.

Question 13

A commercial for hot dogs says it's not the Fourth of July unless there is a cookout, and it's not a cookout unless there is a grill full of hot dogs.This ad attempts to tie the product to a

Accepted Answer

The ad is attempting to tie the product to a cultural ritual, which is the Fourth of July cookout tradition of grilling hot dogs.

Question 14

Scenario 5-1
As clothing and accessories retailer Gap, Inc.attempted to carry its brand to greater heights, executives felt that a great way to refresh the company's logo would be to change it all together. However, perhaps even quicker than the initial decision to change the logo, the masses reacted so negatively to the change that the company went back on its decision. A number of consumers stated that the new logo looked "cheap, like a crummy PowerPoint presentation," and that was all company executives needed to hear. Gap admitted that the idea of changing the company's logo was probably not the right move nor was it the right time to do so.The company will look for other ways to develop the brand. Clearly, Gap's reaction to consumer sentiments serves as proof that the company cares a great deal about consumer thoughts and opinions.(Iko Han, "Gap's New Logo Proves the Company Knows How to Listen." Cornerline News, October 13, 2010.)
-(Scenario 5-1) Facebook played a large role in Gap reversing its decision to change the company logo. Thousands of users created status updates expressing their distaste for the new logo, and company executives could not overlook the consensus feelings. In this instance, Gap apparently had a strong

Accepted Answer

The reference to Facebook and the thousands of users creating status updates expressing their distaste for the new logo suggest that Gap had a brand community which played a role in their decision to reverse the logo change. A brand community refers to a group of consumers who share a common interest in a particular brand and actively engage with each other and the brand.

Question 15

Ads become part of our everyday landscape, language, and reality as a result of many people

Accepted Answer

The answer of Ads become part of our everyday landscape,...

Question 16

Effective ads turn mere products into actual brands by

Accepted Answer

Effective ads turn products into brands by associating them with cultural meanings, which helps create a strong brand identity and emotional connection with consumers.

Question 17

A person's standing in a society is often based on social stratification, which reflects the systematic inequalities within that society regarding

Accepted Answer

Social stratification is based on the unequal distribution of resources such as wealth, power, education, and status. This is often emblematic of systematic inequalities in society. Options A, B, and D are significant variables in terms of social stratification, but none of them capture all aspects of it, the best option is C.

Question 18

Cultural values are different from attitudes, because they

Accepted Answer

Cultural values are the fundamental beliefs that guide behavior and decision-making, serving as the basis upon which attitudes are formed.

Question 19

Celebrity is a unique sociological concept in marketing today.The current thinking is that the presence of celebrities in ads help contemporary consumers

Accepted Answer

The answer of Celebrity is a unique sociological concept in...

Question 20

Advertisements-like books, movies, posters, and paintings-can act as sociocultural "texts" that are read and interpreted by consumers.In that case, advertising

Accepted Answer

Advertisements are an important part of mass media and rely heavily on images. They are not separate entities. Advertisements transmit meaning within a culture and can influence social and political agendas, often with hidden messages.

Quiz 5: Advertising, Integrated Brand Promotion, and Consumer Behavior