Question 1

When today's advertisers talk about identifying and reaching consumers through the powerful sociological concept of community, they are referring to various U.S.locations, geographic regions, and populated areas.

Accepted Answer

A) True 
 B)False  False

Question 2

Scenario 5-6
Voice-It Technologies produces inexpensive personal voice recording devices that serve as a substitute for message pads in the home or office.Their recording time is limited to 120 seconds and the devices sell for less than $20.00.Voice-It's products are about the size of four credit cards stacked on one another and have a useful life of about one year.The slogan this firm uses on its packaging and advertising is "Don't Write It, Voice-It!"
-(Scenario 5-6)  A consumer who purchased the product from Voice-It was heard to say, "It's better than having pieces of paper all over.I thought the price was good too." These statements reflect the consumer's

Accepted Answer

A)  evaluative criteria.
B)  need state.
C)  external information.
D)  brand attitude.E) A) and B)
F) A) and C)

Question 3

Jerome always buys Coke, and only Coke-not Pepsi or any other cola brand.Consumers like Jerome, who repeatedly purchase a single brand to fulfill a specific need, are demonstrating brand loyalty.

Accepted Answer

A) True 
 B)False

Question 4

Scenario 5-4
An American automobile company sees that the market share of one model has steadily declined.It seems that every percentage point drop is matched by a corresponding percentage point rise in the Japanese-made competition.In an effort to regain market share, the automobile company decides to promote its American-made heritage.In fact, every part of its car is manufactured in the United States.The advertising agency for the company comes up with the slogan "Right here.Right now.Your all-American car." The advertising it creates is image oriented, and hopes to produce a delayed response.
-(Scenario 5-4)  It later becomes obvious to the ad agency that not all groups are responding to the "all-American" benefit the same way.People who are in blue-collar jobs react quite favorably to it, but white-collar office workers don't seem to care one way or another.This situation is best attributed to differing

Accepted Answer

A)  intergenerational effects.
B)  social classes.
C)  cultural values.
D)  peripheral cues.E) A) and B)
F) A) and C)

Question 5

Scenario 5-4
An American automobile company sees that the market share of one model has steadily declined.It seems that every percentage point drop is matched by a corresponding percentage point rise in the Japanese-made competition.In an effort to regain market share, the automobile company decides to promote its American-made heritage.In fact, every part of its car is manufactured in the United States.The advertising agency for the company comes up with the slogan "Right here.Right now.Your all-American car." The advertising it creates is image oriented, and hopes to produce a delayed response.
-(Scenario 5-4)  By running delayed response advertising, the agency is hoping to

Accepted Answer

A)  establish brand loyalty for the car.
B)  avoid having to create favorable consumer attitudes toward the car.
C)  have the car show up in an internal search when the time comes to shop.
D)  create recognition of a need state.E) B) and C)
F) All of the above

Question 6

How are attitudes and beliefs part of the key psychological processes involved in the advertising process? What is the difference between the two? Discuss these concepts as they relate to the efforts by advertisers to influence consumer behavior: attitudes, brand attitudes, beliefs, salient beliefs.

Accepted Answer

Attitudes are evaluations of any object,...

Question 7

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

A)  Advertisers have been reluctant to communicate to men and women in different ways.
B)  Advertisers have no definitive list of such gender differences since the expression of gender often depends on situational and social circumstances.
C)  Advertisers often find gender issues too sensitive and tend to avoid them.
D)  Advertising researchers have found obvious differences and they pose no problems in creating effective ads for both men and women.E) C) and D)
F) A) and D)

Question 8

Scenario 5-5
Jerome was preparing to host a graduation party for his friends and relatives when he suddenly realized that he did not have a blender to mix certain beverages that he knew his guests would like.Having never purchased a blender before, Jerome felt that he needed to shop carefully and enlist in the help of friends for advice.After visiting several stores and examining numerous models, Jerome settled on a Kitchen-Aid model that cost nearly $100.
-(Scenario 5-5)  Jerome said to a friend, "I don't know much about buying blenders.Do you?" This is a pretty clear indication that he

Accepted Answer

A)  needs to start by defining his evaluative criteria.
B)  has poor brand attitudes about all brands in the market.
C)  holds few beliefs about home products.
D)  will need to engage in external search for information.E) A) and D)
F) A) and C)

Question 9

Consumption episodes are based on the sequence of four stages: need recognition, information search and alternative evaluation, purchase, and postpurchase use and evaluation.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A)  ethnicity, race, and cultural background.
B)  political influence, educational benefits, and intelligence.
C)  wealth, power, education, and status.
D)  religious beliefs, morals, and values.E) B) and C)
F) A) and B) C

Question 11

Scenario 5-5
Jerome was preparing to host a graduation party for his friends and relatives when he suddenly realized that he did not have a blender to mix certain beverages that he knew his guests would like.Having never purchased a blender before, Jerome felt that he needed to shop carefully and enlist in the help of friends for advice.After visiting several stores and examining numerous models, Jerome settled on a Kitchen-Aid model that cost nearly $100.
-(Scenario 5-5)  Jerome jokes a bit with a friend about his "search for the perfect blender." But then he explains his thoughts on this."This party means everything to me.I've been waiting four years for this moment.I want it to be just right!" These comments likely indicate that

Accepted Answer

A)  he has not yet actually begun the consumer decision process.
B)  he is comfortable with his internal search for information.
C)  his consideration set will likely be very large.
D)  his level of involvement in this purchase is high.E) A) and B)
F) A) and D)

Question 12

Kia glances into her shopping cart and realizes she never tries a "new" brand, an "off" brand, or a "store" brand, but always seems to pick the traditional, well-known products that are practically "household" names-Crest, Tide, Cheerios, Kleenex.This preference for certain products is called brand attitude.

Accepted Answer

A) True 
 B)False

Question 13

A new neighbor just moved in and asks you where to get good take-out food.Three places immediately come to mind, and you mention them.The short list of possibilities that you quickly created is called a(n)

Accepted Answer

A)  external set.
B)  evaluation set.
C)  evoked set.
D)  consideration set.E) All of the above
F) B) and C)

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)  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

A)  brand loyalty.
B)  habitual spending.
C)  positive attitudes.
D)  cognitive consistency.E) C) and D)
F) B) and C)

Question 15

In past decades, advertisers realized that they could tell social class based on what people consumed and how they consumed, and vise versa, and this belief has remained an unchallenged foundation of marketing and promotion.

Accepted Answer

A) True 
 B)False

Question 16

A young woman makes a number of purchases over time, whether an ordinary bag of groceries at the local checkout, a pair of shoes at the discount retailer, a used car at the dealer lot, or a gift from an online florist.Regardless of the goods or services involved, four stages of consumer decision making are involved in the purchase, though at various levels and strengths depending on the item.What are these stages? List them and explain the processes involved in each, walking this consumer through the process.Then choose your own item and identify the details involved in each step as you purchase that item.

Accepted Answer

The four stages of consumer decision making are need recognition, information search and alternative evaluation, purchase, and postpurchase use and evaluation.Need recognition.The consumer decision making process begins when the young woman recognizes that her desired state is different from her current state.She may experience a form of mental discomfort or anxiety, varying in strength and duration based on the importance of the need.Her needs can be affected by her level of affluence, but many other elements are involved.She may have fundamental needs for food and shelter, and more sophisticated needs for pleasure and achievement.Advertisers would like to think that many of these needs can be fulfilled through consumption, with the simple purchase of goods and services that will provide her with the desired functional benefits and/or emotional benefits.Information search and evaluation.She begins by drawing on personal experience, an internal search.Attitudes about past purchases may be well-established and often determine the nature of new purchases.For some purchases, she may have a mental list of possibilities, a consideration set.She then does an external search, visiting stores, asking friends, reading consumer information.Finally, she weighs the product attributes and characteristics-the evaluative criteria.Purchase.The consumer makes a decision and a sale is made.But it isn't over yet.Postpurchase use and evaluation.She now owns the item.But will she buy this item again? Commit to it and develop a type of brand loyalty? Switch to another product? Advertising helps her evaluate the purchase and her own customer satisfaction.She may see the advertising after the purchase and allow it to confirm the whole process for her, to convince her that, yes, this was a smart decision and, yes, this is a great product.Advertising can also act to decrease any feelings of cognitive dissonance, also called buyer's remorse.At this stage, shortly after the purchase, the advertiser is in a position to gain the attention of the consumer and therefore can wield great influence on the sense of satisfaction and the buying behavior in the future.

Question 17

A young mother consistently buys Oreos for a special treat, which her kids love.But now and then she buys Salerno Butter Cookies or Keebler Animals Crackers, just for a change.Which aspect of decision making does this demonstrate?

Accepted Answer

A)  habit
B)  variety seeking
C)  limited problem solving
D)  brand loyaltyE) A) and B)
F) A) and C)

Question 18

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

A)  need state.
B)  brand community.
C)  set of beliefs.
D)  reaction to advertising clutter.E) A) and C)
F) A) and B)

Question 19

When an individual feels a symbolic or self-expressive meaning about a brand, his or her involvement level tends to be lower within this product category.

Accepted Answer

A) True 
 B)False

Question 20

A person may have a high degree of involvement with a consumption decision for many different reasons, such as when the item is

Accepted Answer

A)  on sale.
B)  bought on a regular basis.
C)  inexpensive.
D)  associated with a risk.E) A) and C)
F) C) and D)

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

When today's advertisers talk about identifying and reaching consumers through the powerful sociological concept of community, they are referring to various U.S.locations, geographic regions, and populated areas.

Correct Answer
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False

Correct Answer
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Jerome always buys Coke, and only Coke-not Pepsi or any other cola brand.Consumers like Jerome, who repeatedly purchase a single brand to fulfill a specific need, are demonstrating brand loyalty.

Correct Answer
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Correct Answer
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Correct Answer
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How are attitudes and beliefs part of the key psychological processes involved in the advertising process? What is the difference between the two? Discuss these concepts as they relate to the efforts by advertisers to influence consumer behavior: attitudes, brand attitudes, beliefs, salient beliefs.

Correct Answer
verified
Attitudes are evaluations of any object,...
View Answer

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?

Correct Answer
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Correct Answer
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Consumption episodes are based on the sequence of four stages: need recognition, information search and alternative evaluation, purchase, and postpurchase use and evaluation.

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

Correct Answer
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C

Correct Answer
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A new neighbor just moved in and asks you where to get good take-out food.Three places immediately come to mind, and you mention them.The short list of possibilities that you quickly created is called a(n)

Correct Answer
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Correct Answer
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In past decades, advertisers realized that they could tell social class based on what people consumed and how they consumed, and vise versa, and this belief has remained an unchallenged foundation of marketing and promotion.

Correct Answer
verified

A young mother consistently buys Oreos for a special treat, which her kids love.But now and then she buys Salerno Butter Cookies or Keebler Animals Crackers, just for a change.Which aspect of decision making does this demonstrate?

Correct Answer
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Correct Answer
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When an individual feels a symbolic or self-expressive meaning about a brand, his or her involvement level tends to be lower within this product category.

Correct Answer
verified

A person may have a high degree of involvement with a consumption decision for many different reasons, such as when the item is

Correct Answer
verified

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

When today's advertisers talk about identifying and reaching consumers through the powerful sociological concept of community, they are referring to various U.S.locations, geographic regions, and populated areas.

Correct AnswerverifiedFalse

Correct AnswerverifiedShow Answer

Jerome always buys Coke, and only Coke-not Pepsi or any other cola brand.Consumers like Jerome, who repeatedly purchase a single brand to fulfill a specific need, are demonstrating brand loyalty.

Correct AnswerverifiedShow Answer

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Correct AnswerverifiedAttitudes are evaluations of any object,...View AnswerShow Answer

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?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Consumption episodes are based on the sequence of four stages: need recognition, information search and alternative evaluation, purchase, and postpurchase use and evaluation.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedC

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A new neighbor just moved in and asks you where to get good take-out food.Three places immediately come to mind, and you mention them.The short list of possibilities that you quickly created is called a(n)

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In past decades, advertisers realized that they could tell social class based on what people consumed and how they consumed, and vise versa, and this belief has remained an unchallenged foundation of marketing and promotion.

Correct AnswerverifiedShow Answer

A young mother consistently buys Oreos for a special treat, which her kids love.But now and then she buys Salerno Butter Cookies or Keebler Animals Crackers, just for a change.Which aspect of decision making does this demonstrate?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

When an individual feels a symbolic or self-expressive meaning about a brand, his or her involvement level tends to be lower within this product category.

Correct AnswerverifiedShow Answer

A person may have a high degree of involvement with a consumption decision for many different reasons, such as when the item is

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False

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Attitudes are evaluations of any object,...
View Answer

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