Chapter 8

Question 1

Information processing

Answer 1

a series of activities by which small stimuli are perceived, transformed into information, and stored

Question 2

Four major steps in information processing

Answer 2

exposure, attention, interpretation, and memory

The first three of these constitute perception

Question 3

Exposure

Answer 3

when a stimulus such as a banner ad comes within range of a persons sensory receptor nerves - Ex: vision

Question 4

Attention

Answer 4

when the stimulus (banner ad) I s’seen’ (the receptor nerves pass the sensations on to the brain for processing)

Question 5

memory

Answer 5

the short-term use of the meaning for immediate decision making or the loner-term retention of the meaning

ex: a person’s memory influences the information he or she is exposed to and attends to and the interpretations the person assigns to that information

Question 6

perceptual defenses

Answer 6

that individuals are not passive recipients of marketing messages

Question 7

exposure

Answer 7

when a stimulus is placed within a person’s relevant environment and comes within range of his or her sensory receptor nerves

• mainly self selected
  ex: not paying attention to commercials on tv- this case exposure occurred

Question 8

selective exposure examples

Answer 8

ex: consumers are highly selective in the way they shop once they enter a store
ex: media exposure - AD AVOIDANCE - zipping, zapping, and muting

Question 9

zipping

Answer 9

when one fast-forwards through a commercial on a prerecorded program

Question 10

zapping

Answer 10

involves switching channels when commercial comes on

Question 11

muting

Answer 11

turning the sound off during commercials

Question 12

Ways to solve ad avoidance

Answer 12

pop-ups and movie theater ads

Question 13

product placement

Answer 13

provides exposure that consumers dont try to avoid - enhance the products image

ex: placing products in tv and movies for exposure

Question 14

infomercials

Answer 14

program length television commercials with a toll-free number and/or web address through which to order or request additional information

Question 15

voluntary / involuntary

Answer 15

involuntary - pop up adds

voluntary - looking for a new car - searches fords website

Question 16

permission-based marketing

Answer 16

voluntary and self selected nature of such online offerings , where consumers opt-in to receive emails

Question 17

attention

Answer 17

occurs when the stimulus activates one or more sensory receptor nerves and the resulting sensations go to the brain for processing

• same individual may devote different levels of attention to the same stimulus in different situations
• attention is determined by three factors: stimulus, the individual, and the situation

Question 18

stimulus factors

Answer 18

physical characteristics of the stimulus itself

• size and color
  ex: large car ad that is colorful

Question 19

size

Answer 19

slotting allowances - more space on store shelf

ex: large ads in magazines and call book - increase visibility and sales

Question 20

intensity

Answer 20

loudness, brightness, length

-ex: longer a scene held on the screen - more likely to be recalled

Question 21

intensity - intrusiveness

Answer 21

one is forced to see or interact with a banner ad or pop ip to view desired content

Question 22

intensity - repetition

Answer 22

related to intensity - number of times individual is exposed to a given stimulus - ex: brand, logo over time

ex: same print ad in a magazine - attention decreases after third time viewing the content

Question 23

attractive visuals

Answer 23

ex: models, mountains

draw attention

picture superiority effect - large photo on ad

Question 24

color and movement

Answer 24

cool colors versus warm colors - warm is more amusing

color ads and movement grab more attention

Question 25

position

Answer 25

placement of the object in physical space - high impact zones - top of page in ads ex: retail -end caps and kiosks , eye level space ex: in ads the right hand side is more attractive

Question 26

isolation

Answer 26

separating a stimulus object from other objects ex: retail - stand alone kiosk

Question 27

format

Answer 27

manner in which the message is present -simple, straightforward, clear visual point

Question 28

contrast and expectations

Answer 28

contrast with their background ex: Nissans use of color ads in newspapers ex: packaging, in-store displays - what consumers expect for a product category adaption level theory-AKA loosing attractiveness - suggest that if a stimulus doesn't change, over time we adapt to it being to notice it less

Question 29

interestingness

Answer 29

ex: in-store displays that use tie-ins to sporting events and movies appear to generate

Question 30

information quantity

Answer 30

information quantity - features tv ads - cause - information overload - no control over the pace of exposure

Question 31

Individual factors -

Answer 31

consumer motivation nd ability are the major individual factors affecting attention

Question 32

Individual factors - motivation

Answer 32

consumers motivation and ability are the main factors affecting their attention

Question 33

Individual factors - motivation

Answer 33

consumers interests and needs - product involvement - indicates motivation d interest into a category ex: external stimulus characteristics like animation has less of an influence on consumers that are already internally motivated

Question 34

smart banners - respond to interstate's and involvement

Answer 34

banner ads that are activated based on terms used in search engines - behavioral targeting strategies ex: going on the WSJ.com and reading about travel, then being targeted by American Airlines ads

Question 35

Individual factors - ability

Answer 35

the capacity of individuals to attend to and process information ex: ppl with higher education / greater health knowledge - are more likely to pay attention to the highly detailed technical information - brand familiarity - factor related to attention - those with high brand familiarity may require less attention to the brand's ads because of their existing

Question 36

situational factors

Answer 36

clutter and program involvement - stimuli in the environment other than the focal stimulus (ex: packaging) and temporary characteristics induced by the environment

Question 37

situational factors - clutter

Answer 37

clutter represents the density of stimuli in the environment - too many displays - decreases attention to all displays ex: cable saying "fewer commercials"

Question 38

situational factors - program involvement

Answer 38

How interested viewers are in the program or editorial content - ad quality can help increase involvement - involvement influences the attention to the ad

Question 39

non-focused attention

Answer 39

ex: cocktail party - not fully focused until someone mentions their name in the conversation - hemispheric lateralization - different parts of our brain are better suited for focused versus non-focused attention

Question 40

non focused attention - hemispheric lateralization

Answer 40

actives that take place on each side of the brain - left is primarily responsible for verbal, symbolic, and sequential analysis - aka rational thought - right side - pictorial, geometric, timeless, nonverbal information - aka images and impressions

Question 41

non focused attention - subliminal stimulus

Answer 41

a message that is presented so fast or so masked that the person is not even aware of seeing or hearing it - hard to determine key persuasive information

Question 42

cross promotions

Answer 42

signage in one area of the store promotes complemented products in another ex: milk sign in the cookie aisle - Retailers are reducing clutter by taking SKU off shelves & increasing ambient scent aka pleasant smells in the retail store

Question 43

brand name and logo development

Answer 43

ex: mt. dew cherry - would have done bad ex: mcdonalds packaging for apple juice and milk

Question 44

linguistic considerations

Answer 44

ex: ford and toyota - inherent meaning right format the start two ways: - semantic meaning or MORPHEME -ex: NutraSwwet - Sound or PHONEMES - sound of vowels - heavier/lighter - richer, creamier ex: BLACKBERRY

Question 45

Branding strategies

Answer 45

- brand extension - Levi Strauss - high upscale mens suits | - co-branding - intel inside

Question 46

logo design and typo graphics

Answer 46

- moderately elaborate and symmetrically balanced lead to higher levels of logo liking ex; natural logos - commonly experienced object ex: symmetrical logos- visual balances eX: elaborate logos entail complexity font : scripted is elegance

Question 47

Media strategy

Answer 47

-consumers involvement can drive media exposure and strategy high-involvement products, ads should be placed in media outlets with content relevant to the product ex: runners world or vogue attract readers who are interested in related products - low involvement ads - should be placed in credible sources

Question 48

advertisements

Answer 48

2 tasks: capture attention and convey meaning - use bright colors to attract attention - -tie the message to a topic which the target market is interested in

Question 49

package design and labeling

Answer 49

ex: m&ms - candy coating, shape and typography | - packaging can influence the volume and consumption levels

Question 50

interpretation

Answer 50

is the assignment of meaning to sensations. - perceptual relativity- generally a relative process rather than absolute - cognitive interpretation - a process whereby stimuli are placed into existing categories of meaning -ex:DVD players - were first grouped with VCRs then got into a new grouping because of discontinuous innovation - affective interpretation-emotional or feeling response triggered by a stimulus such as an ad - ex: negative emotional response - cats when you are allergic

Question 51

individual characteristics

Answer 51

traits - physiological - tase of bitter to spinach AND Psychological - experience stronger emotional reactions learning and knowledge- learning about marketer created stimuli like brands and promotions through their experiences with them expectations - expectation bias - brown colored pudding - actually chocolate

Question 52

situational characteristics

Answer 52

contextual cues - present in the situation play a role in consumer interpretation independent of the actual stimulus color- elicit feelings or relaxation nature of programming - advertisements

Question 53

stimulus characteristics

Answer 53

traits - size, shape, and color -incongruity- increases attention - makes the consumer go beyond what is directly stated to make sense of the ad organization - stimulus organization - arrangement of stimulus objects- ex: letters make up words - proximity -ex: "have a safe winter. drive Bridgestone tires"

Question 54

rhetorical figures

Answer 54

capture audience attention - consumers are exposed to many more ads than they can read or even notice -involves and unexpected twist or artful deviation in how a message is communicated ether visually in the ads picture or verbally in the ads text or headline

Question 55

consumer inferences

Answer 55

inference- goes beyond what is directly stated or presented - quality signals: - price -perceived quality - "you get what you may for" - advertising intensity- higher ad intensity = more quality -Interpreting images - ex: clinque ad that showed a tall glass of water which resembled a refresh lipstick

Question 56

consumers being mislead

Answer 56

- direct claims - ex: claiming food ingredient is "mushroom" origin but really is a fungus - claim -belief discrepancies- communication leads consumers to believe something about that product that is not true but not a false claim - ex: Mac n cheese having a good source of calcium but is really only containing 5 oz"