Question 1

Terri is not really paying attention to the television,but she can tell when a Coca Cola ad comes on because of the music in the ad.____ occurs when she associates the auditory portion of the ad with the brand Coca Cola.

Accepted Answer

A)   Auditory intensity
B)   Music appreciation
C)   Olfactory interpretation
D)   Sonic identity
E)   Tactile terminology

Question 2

How do each of the key characteristics of attention influence a marketing communication's effectiveness?

Accepted Answer

The key characteristics of attention, su...

Question 3

Attention is selective,____,and is limited.

Accepted Answer

A)   can be duplicated
B)   is hard to recall
C)   is emotional
D)   is affective
E)   can be divided

Question 4

In subliminal perception,a stimulus is not consciously perceived

Accepted Answer

A)   because the consumers' perception is directed elsewhere.
B)   because of distractions in the consumers' environment.
C)   because the stimulus is process by only unconscious brain activity.
D)   because the stimulus is close to the consumers' absolute threshold of perception.
E)   because the stimulus is perceived only by the left hemisphere of the consumers' brain.

Question 5

____ represents a somewhat higher,more meaningful level of processing than simply having stimuli register on our sensory receptors.

Accepted Answer

A)   Cognitive combination
B)   Affective combination
C)   Perceptual organization
D)   Stimulus network
E)   Affective stimulus

Question 6

Yellow Pages reported that doubling the size of an ad increases sales fivefold.This is best thought of as an example of the effectiveness of ____ in advertising.

Accepted Answer

A)   concreteness
B)   surprise
C)   novelty
D)   pleasant design
E)   prominence

Question 7

If a marketing communication is to have an effect,consumers must first ____ it.

Accepted Answer

A)   be exposed to
B)   expose others to
C)   recall
D)   memorize
E)   analyze

Question 8

Perception uses the following senses only: (1)smell,(2)vision,(3)taste,and (4)touch.

Accepted Answer

A) True 
 B)False

Question 9

____ reflect(s) the process by which the consumer comes into physical contact with stimulus.

Accepted Answer

A)   Displays
B)   Communication
C)   Advertising
D)   Marketing
E)   Exposure

Question 10

A commercial depicting the Canadian Rockies in the backdrop behind a 4-wheel-drive vehicle can be thought of as an example of

Accepted Answer

A)   the use of humor in advertising.
B)   an infomercial.
C)   cognitive appeal.
D)   shock appeal.
E)   the use of attractive visuals in advertising.

Question 11

Research shows that people ____ things they have seen many times before.

Accepted Answer

A)   pay less attention to
B)   have less highly developed attentive structures for
C)   are lower in affect for
D)   have dynamic focus for
E)   are selective to

Question 12

Zipping is when consumers skip up to 75 percent of ads in recorded TV shows.

Accepted Answer

A) True 
 B)False

Question 13

The number of stimuli to which we can be exposed at any point in time is potentially overwhelming.How do we deal with this problem?

Accepted Answer

The number of stimuli to which we can be...

Question 14

You are hired to design a recreation center for children.What are your choices of color and how would each of these colors impact those using the center?

Accepted Answer

When designing a recreation center for c...

Question 15

The process by which a stimulus loses its attention-getting abilities by virtue of its familiarity is known as

Accepted Answer

A)   habituation.
B)   familiarization.
C)   neural training.
D)   neural rigidity.
E)   stimulus familiarization.

Question 16

Imagine that you are attending an important occasion for your company.You have just received a new lime-green tie as a present from a friend.Arriving at the party you discover that the power tie this year is yellow and everyone else,being conformists in their climb to the top,is wearing yellow ties.You stand out in this context because you are different from everyone around you.This is an example of a(n) ____ stimulus.

Accepted Answer

A)   abstract
B)   concrete
C)   pleasant
D)   surprise
E)   color-separation

Question 17

Smell has several interesting effects on humans.Describe these effects and give some examples.

Accepted Answer

Smell has several interesting effects on...

Question 18

Product placement is not considered advertising.

Accepted Answer

A) True 
 B)False

Question 19

People tend to ____ things that are inherently pleasant.

Accepted Answer

A)   forget
B)   process intensively
C)   have extensive schemas for
D)   approach
E)   both approach and avoid

Question 20

The fact that we can parcel our attention and flexibly move from one task to another means that we also have the potential to

Accepted Answer

A)   motivate others.
B)   become distracted.
C)   concentrate on one task.
D)   become involved.
E)   have the opportunity to process information.

Exam 3: From Exposure to Comprehension

Smell has several interesting effects on humans.Describe these effects and give some examples.

Correct Answer
Answered by ExamLex AI
Smell has several interesting effects on...
View Answer

If a marketing communication is to have an effect,consumers must first ____ it.

Correct Answer
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In subliminal perception,a stimulus is not consciously perceived

Correct Answer
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A commercial depicting the Canadian Rockies in the backdrop behind a 4-wheel-drive vehicle can be thought of as an example of

Correct Answer
verified

The process by which a stimulus loses its attention-getting abilities by virtue of its familiarity is known as

Correct Answer
verified

Attention is selective,____,and is limited.

Correct Answer
verified

The number of stimuli to which we can be exposed at any point in time is potentially overwhelming.How do we deal with this problem?

Correct Answer
Answered by ExamLex AI
The number of stimuli to which we can be...
View Answer

How do each of the key characteristics of attention influence a marketing communication's effectiveness?

Correct Answer
Answered by ExamLex AI
The key characteristics of attention, su...
View Answer

You are hired to design a recreation center for children.What are your choices of color and how would each of these colors impact those using the center?

Correct Answer
Answered by ExamLex AI
When designing a recreation center for c...
View Answer

People tend to ____ things that are inherently pleasant.

Correct Answer
verified

The fact that we can parcel our attention and flexibly move from one task to another means that we also have the potential to

Correct Answer
verified

Yellow Pages reported that doubling the size of an ad increases sales fivefold.This is best thought of as an example of the effectiveness of ____ in advertising.

Correct Answer
verified

Correct Answer
verified

____ represents a somewhat higher,more meaningful level of processing than simply having stimuli register on our sensory receptors.

Correct Answer
verified

Perception uses the following senses only: (1)smell,(2)vision,(3)taste,and (4)touch.

Correct Answer
verified

Terri is not really paying attention to the television,but she can tell when a Coca Cola ad comes on because of the music in the ad.____ occurs when she associates the auditory portion of the ad with the brand Coca Cola.

Correct Answer
verified

Research shows that people ____ things they have seen many times before.

Correct Answer
verified

Product placement is not considered advertising.

Correct Answer
verified

Zipping is when consumers skip up to 75 percent of ads in recorded TV shows.

Correct Answer
verified

____ reflect(s) the process by which the consumer comes into physical contact with stimulus.

Correct Answer
verified

Exam 3: From Exposure to Comprehension

Smell has several interesting effects on humans.Describe these effects and give some examples.

Correct AnswerAnswered by ExamLex AISmell has several interesting effects on...View AnswerShow Answer

If a marketing communication is to have an effect,consumers must first ____ it.

Correct AnswerverifiedShow Answer

In subliminal perception,a stimulus is not consciously perceived

Correct AnswerverifiedShow Answer

A commercial depicting the Canadian Rockies in the backdrop behind a 4-wheel-drive vehicle can be thought of as an example of

Correct AnswerverifiedShow Answer

The process by which a stimulus loses its attention-getting abilities by virtue of its familiarity is known as

Correct AnswerverifiedShow Answer

Attention is selective,____,and is limited.

Correct AnswerverifiedShow Answer

The number of stimuli to which we can be exposed at any point in time is potentially overwhelming.How do we deal with this problem?

Correct AnswerAnswered by ExamLex AIThe number of stimuli to which we can be...View AnswerShow Answer

How do each of the key characteristics of attention influence a marketing communication's effectiveness?

Correct AnswerAnswered by ExamLex AIThe key characteristics of attention, su...View AnswerShow Answer

You are hired to design a recreation center for children.What are your choices of color and how would each of these colors impact those using the center?

Correct AnswerAnswered by ExamLex AIWhen designing a recreation center for c...View AnswerShow Answer

People tend to ____ things that are inherently pleasant.

Correct AnswerverifiedShow Answer

The fact that we can parcel our attention and flexibly move from one task to another means that we also have the potential to

Correct AnswerverifiedShow Answer

Yellow Pages reported that doubling the size of an ad increases sales fivefold.This is best thought of as an example of the effectiveness of ____ in advertising.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

____ represents a somewhat higher,more meaningful level of processing than simply having stimuli register on our sensory receptors.

Correct AnswerverifiedShow Answer

Perception uses the following senses only: (1)smell,(2)vision,(3)taste,and (4)touch.

Correct AnswerverifiedShow Answer

Terri is not really paying attention to the television,but she can tell when a Coca Cola ad comes on because of the music in the ad.____ occurs when she associates the auditory portion of the ad with the brand Coca Cola.

Correct AnswerverifiedShow Answer

Research shows that people ____ things they have seen many times before.

Correct AnswerverifiedShow Answer

Product placement is not considered advertising.

Correct AnswerverifiedShow Answer

Zipping is when consumers skip up to 75 percent of ads in recorded TV shows.

Correct AnswerverifiedShow Answer

____ reflect(s) the process by which the consumer comes into physical contact with stimulus.

Correct AnswerverifiedShow Answer

Correct Answer
Answered by ExamLex AI
Smell has several interesting effects on...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
Answered by ExamLex AI
The number of stimuli to which we can be...
View Answer

Correct Answer
Answered by ExamLex AI
The key characteristics of attention, su...
View Answer

Correct Answer
Answered by ExamLex AI
When designing a recreation center for c...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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