Lesson 10 Videos

Question 1

Exposure:

Answer 1

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

Question 2

Activation happens when

Answer 2

a stimulus meets or exceeds the lower threshold: the minimum amount of stimulus intensity necessary for sensation to occur.

Question 3

Firms must bring their messages and products into sufficient ___ ___ for consumers to have the opportunity to notice them.

Answer 3

physical proximity

Question 4

___ ___ have made changes to satisfy their clients’ need for flexibility to deliver different messages to different sections of the country.

Other tactics include…

Answer 4

Media giants

product placement and advertiser sponsoring.

Examples”
Austin Powers III: Taco Bell, Jaguar, Starbucks.
Top Gun: Tom Cruise wore Ray Ban Aviator, sales increased 40%.
Mission Impossible II: Cruise wore Oakleys, sales increased 80%.

Question 5

Product Placement Examples (Hershey, Reese’s Pieces, and ET)

Answer 5

Hershey paid to have Reese’s Pieces in the movie. ET ate the candy and sales of Reeses Pieces shot up 65% in the weeks following the movie release as all the kids wanted what ET had.

Question 6

6 Ways to Reach the Consumer

Answer 6

Blogs
Business Websites
Instant Messaging
Search Engine Marketing
E-mail Marketing
Online Advertising

Question 7

Business Websites:

Answer 7

the company’s online presence should facilitate its brick-and-mortar operations to attract new customers and satisfy its existing customer base.

Question 8

Search Engine Marketing:

Answer 8

search engines lead consumers to company websites and provide a way to reach new customers.

Question 9

Online Advertising:

Answer 9

advertising content delivered in different forms such as static, pop-up, or floaters.

Question 10

E-mail Marketing:

Answer 10

although a relatively inexpensive way to deliver content, problems include “bounce back” and getting the recipient to open the e-mail.

Question 11

___ e-mails are far more likely to be successful than spam.

Answer 11

Permission-based

Question 12

Instant Messaging:

Answer 12

very popular among different consumer segments due to the interactive nature or messages.

Question 13

Blogs:

Answer 13

the online journal community, traditionally free from corporate influence, is being infiltrated by companies.

Question 14

SEO

Answer 14

Organic Search

Question 15

SEM

Answer 15

Sponsored Search

Question 16

Viral marketing:

Answer 16

a company creates something that is so compelling that consumer spontaneously passes it along to others they know.

Buzz for Hire ~ companies like ‘BzzAgent’ enlist consumers to spread information as a part of viral marketing. A 12-week campaign involving 1000 agents, runs about $95,000.

Question 17

Mobile marketing:

Answer 17

transmission of text and multimedia content to cell phones and wireless communication devices are increasing in popularity.

Question 18

Advergaming:

Answer 18

new medium for advertising in which “games containing product associations” are utilized on commercial websites.

Question 19

Even though advertisers may get their message out, exposure may still not occur because consumers sometimes…

Answer 19

avoid exposure.

Question 20

Selective Exposure

Answer 20

Occurs when people do something other than watch television during commercial breaks or fail to click onto banner ads on the Internet.

Question 21

Selective exposure reduces the…

Answer 21

size of audience being reached.

Question 22

Features of Overexposure

Answer 22

Habituation

Advertising wearout

Question 23

Habituation:

Answer 23

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

Question 24

Advertising wearout:

Answer 24

describes ads that lose their effectiveness because of overexposure.

Question 25

One solution to wearout involves

Answer 25

varying advertisement execution.

Question 26

Overexposure extends even beyond advertising and sometimes to...

Answer 26

the product.

Question 27

Attention:

Answer 27

the amount of thinking focused in a particular direction.

Question 28

Focus

Answer 28

(direction of attention)

Question 29

intensity

Answer 29

(amount of attention)

Question 30

Focus and intensity are key to...

Answer 30

understanding attention.

Question 31

Before companies can expect to get consumers’ money, they must...

Answer 31

get their attention.

Question 32

With attention, products get into consumers’...

Answer 32

‘consideration sets’.

Question 33

consideration sets

Answer 33

the final alternatives considered during decision making

Question 34

Mental capacity

Answer 34

the cognitive resource for attention.

Question 35

Cognitive psychology focuses on...

Answer 35

understanding human beings’ mental capacity.

Question 36

Mental capacity is comprised of:

Answer 36

Sensory memory Short-term memory Long-term memory

Question 37

Sensory memory:

Answer 37

part of mental capacity used when initially analyzing a stimulus detected by one of our five senses

Question 38

Short-term memory:

Answer 38

the stimulus is interpreted and contemplated using concepts stored in long-term memory (where thinking occurs).

Question 39

Long-term memory:

Answer 39

mental ware-house where knowledge is stored.

Question 40

Short-term memory is a ___ mental resource.

Answer 40

limited

Question 41

Span of attention measures...

Answer 41

how long short-term memory can be focused on a single stimulus.

Question 42

What overcomes consumers’ limited attention spans?

Answer 42

Short commercials

Question 43

Size of short-term memory is measured in terms of...

Answer 43

info chunks, a grouping of information that can be processed as a whole unit.

Question 44

Capacity varies from _ to _ chunks.

Answer 44

4 to 7

Question 45

Disclosing more product information may actually...

Answer 45

confuse consumers rather than help them.

Question 46

What are consumers bombarded with every day?

Answer 46

product information and advertisements

Question 47

Companies have the formidable task of breaking through the clutter to...

Answer 47

attract consumers’ attention

Question 48

People are attentive to stimuli perceived as...

Answer 48

relevant to their needs (eg: grocery shopping, opening emails, etc).

Question 49

Gaining consumers’ attention might require...

Answer 49

reminding them of their needs.

Question 50

Asking consumers for their permission to send them product-related materials is

Answer 50

much more effective.

Question 51

Stimuli in motion are more likely to attract...

Answer 51

consumers than stationary ones.

Question 52

Increase in sales using POP displays (over stores without displays):

Answer 52

Static displays Motion displays Food Stores 18% 49% Liquor stores 56% 107%

Question 53

POP displays may use ___ ___ and ads may use | ___ ___.

Answer 53

moving parts, simulated motion.

Question 54

Grab consumer's attention using isolation by...

Answer 54

placing only a few stimuli in an otherwise barren perceptual field.

Question 55

Larger ads and larger pictures within those ads tend to __ __ __ than smaller ones.

Answer 55

grab more attention

Question 56

Products have a greater chance of being noticed as the...

Answer 56

size or amount of shelf space allotted to them increases (especially impulse items).

Question 57

The attention-grabbing and holding power of an ad may be increased sharply with use of...

Answer 57

color.

Question 58

Color ads produced __ more sales than black & white ads.

Answer 58

42%

Question 59

Color Association of the US and Color Marketing | Group provides “color forecasting”.

Answer 59

fill

Question 60

Non-primary colors are more ___ than primary colors. 

Answer 60

calming

Question 61

__ is the most calming of the primary colors, followed closely by a __ __. 

Answer 61

Blue | lighter red

Question 62

Test takers score higher and weight lifters lift more in __ rooms. 

Answer 62

blue

Question 63

__ text increases reading retention. 

Answer 63

Blue

Question 64

__ evokes cheerfulness.

Answer 64

Yellow

Question 65

Houses with __ __ or __ __ sell faster. 

Answer 65

yellow trim, flower gardens

Question 66

__ and __ encourage diners to eat quickly and leave. 

Answer 66

Reds and oranges

Question 67

__ also makes food more appealing and influences people to eat more.  (It is no coincidence that fast-food restaurants almost always use these colors.)

Answer 67

Red

Question 68

Children prefer __ __.  (Notice that children’s toys and books often use these colors.) 

Answer 68

primary colors

Question 69

__ __ and __ appeals to the wealthiest 3 percent of Americans and often raises the perceived price of an item.

Answer 69

Forest green and burgundy

Question 70

__ __ can convey power.

Answer 70

Red clothing

Question 71

__ __ is used in bars and casinos because it can cause people to lose track of time. 

Answer 71

Red trim

Question 72

__ and __ are often associated with sexy and seductive  

Answer 72

Red and black

Question 73

__ __ make people look thinner.

Answer 73

Black clothes

Question 74

The most visible color is __. 

Answer 74

yellow

Question 75

The most legible of all color combinations are __ __ __ and __ __ __ followed by __ __ __. 

Answer 75

black on yellow green on white red on white

Question 76

Colors also have a functional impact on... This is important in choosing colors for signing, website pages, prints ads, and other marketing media

Answer 76

readability, eye-strain, ability to attract attention, ability to be seen at night, etc. 

Question 77

__ __ __ __ __ are more likely to attract attention.

Answer 77

Loud sounds and bright colors

Question 78

__ of commercials is usually __ than the regular programming.

Answer 78

Volume, louder

Question 79

Products may gain more attention depending on...

Answer 79

where in the store they are located (end-of-aisle or eye-level is best... ”eye level is buy level”).

Question 80

More attention is given to ads appearing in...

Answer 80

the front part of magazines...also to right hand pages.

Question 81

__ __ __ of a page gets the most attention.

Answer 81

Upper-left corner

Question 82

Stimuli congruent with our expectations may receive...

Answer 82

less attention than those which deviate from what is expected.

Question 83

Ads and packaging may feature ___ elements to gain attention.

Answer 83

unusual

Question 84

Products, ads, and packaging may be altered to stand-out from others using...

Answer 84

color and other elements of design.

Question 85

Some stimuli attract attention because we have learned...

Answer 85

to react to them.

Question 86

Ringing phones & wailing sirens are sometimes included in...

Answer 86

the background of radio & TV commercials.

Question 87

We react to sounds, such as...

Answer 87

doorbells & crying babies, and words such as ‘free’ and ‘sale’.

Question 88

Grab consumer's attention by finding a __ __ environment.

Answer 88

less-cluttered This includes less-cluttered advertising mediums and consumer environments.

Question 89

The use of attention-getting stimuli carries some risks:

Answer 89

A stimulus might gain so much attention that the rest of the message is ignored. A stimulus may interfere with information processing if it requires too many cognitive resources. If consumers perceive the stimulus as manipulative, it can reduce advertising effectiveness.

Question 90

Aspirational Reference Group

Answer 90

Groups that consumers refer to at a subconscious level and they try to mirror their behavior to them - -behavior of reference group influences the consumer's behavior directly or indirectly - -groups that we aspire to be like/emulate

Question 91

___ can attract attention in ads and on packaging.

Answer 91

Celebrities

Question 92

__ __, often scantily dressed, attract attention for a variety of products and brands.

Answer 92

Attractive people

Question 93

Stimuli that entertain and amuse us will...

Answer 93

draw our attention, even if they happen to come in the form of an ad. eg: advertainment, webisodes, etc.

Question 94

Theory of Conspicuous Consumption (Veblen Goods)

Answer 94

When people consume things conspicuously (which means they are consuming things in public), then consumers will consume products in a different way than they would at home bc there's an element of showing off/wanting to be seen as a higher social status.