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1 | |
Perceptual defenses refer to: |
| | A) | Passive resistance to information |
| | B) | Selectivity in receiving marketing messages |
| | C) | Heightened mechanism used in conflict |
| | D) | Sensory screening in the adoption process |
| | E) | None of the Above |
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2 | |
Stimulus factors include: |
| | A) | Direction, method, attention, and noise |
| | B) | Brightness, contrast, volume, and scale |
| | C) | Position, response, conditioning, and modeling |
| | D) | Size, intensity, color, movement, and isolation |
| | E) | None of the Above |
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3 | |
One page ads have the higher attention-attracting ability then 1/2 page aides because: |
| | A) | They are more expensive |
| | B) | The are larger in size |
| | C) | They interrupt reading the content |
| | D) | They end to contain more color |
| | E) | None of the Above |
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4 | |
A deputation level theory deals with the phenomenon that: |
| | A) | The reader forms preferences for particular stimuli |
| | B) | The reader adjusts to stimuli in a way that increases appeal over time |
| | C) | The reader adjusts to the level and type of stimuli in a way that decreases attention |
| | D) | The reader adjusts to the presence of color and movement in advertisements |
| | E) | None of the Above |
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5 | |
Individual factors: |
| | A) | Relate to a persons interest, needs, and ability to attend to information |
| | B) | Are not involved in attention |
| | C) | Are individual characteristics that influence the effectiveness of random exposure to stimuli |
| | D) | Relate to temporary characteristics of the individual |
| | E) | None of the Above |
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6 | |
The science of how meaning is created, maintained and altered is called: |
| | A) | Cognitology |
| | B) | Operant conditioning |
| | C) | Classical learning process |
| | D) | Semiotics |
| | E) | None of the Above |
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7 | |
The minimum amount that one brand can differ from another with the difference still being noticed is: |
| | A) | Clarity coefficient (c.c.) |
| | B) | Discriminatory value (d.v.) |
| | C) | Just noticeable difference (j.n.d.) |
| | D) | Discriminatory coefficient (d.c.) |
| | E) | None of the Above |
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8 | |
Sensory discrimination is: |
| | A) | The ability to notice difference between indicators |
| | B) | The individuals tendency to rely on one sense mode |
| | C) | The ability to distinguish between various senses |
| | D) | The ability to distinguish between similar stimuli: |
| | E) | None of the Above |
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9 | |
Rhetorical Theory uses: |
| | A) | |
| | B) | Possess unanswerable questions |
| | C) | Pictures and other nonverbal images to communicate with recipients of a message Issued to grab the attention of the recipient of a message |
| | D) | Is not related to the perception process |
| | E) | None of the Above |
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10 | |
Brand names: |
| | A) | Help consumers compare products |
| | B) | Are not as important as the product features |
| | C) | Convey meaning |
| | D) | Inform consumers of the true quality of the product |
| | E) | None of the Above |
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11 | |
Attractive Models should be used in advertising to : |
| | A) | Over-shadow the advertise efforts of the competitors |
| | B) | Draw the focus of the reader |
| | C) | Because beauty sells products |
| | D) | Attract attention to the advertisement |
| | E) | None of the Above |
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12 | |
Compaq computers with "Intel Inside" and Disney interactive toys with Intel technology are examples of: |
| | A) | Brand awareness |
| | B) | Co-branding |
| | C) | Brand diversity |
| | D) | Brand extensions |
| | E) | None of the Above |
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13 | |
A direct measure of attention is: |
| | A) | Remember-after-show (RAS) |
| | B) | People meters |
| | C) | Starch scores |
| | D) | Eye tracking |
| | E) | Word of month tracking (WOMT) |
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14 | |
The most popular method of measuring the attention-getting power of TV commercials is called: |
| | A) | Recall from memory (RM) |
| | B) | A people meter |
| | C) | A theater test |
| | D) | Remember-After-Show (RAS) |
| | E) | Day-After Recall (DAR) |
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15 | |
Ambush marketing is: |
| | A) | Surprises the consumer by misdirecting attention |
| | B) | An illegal activity |
| | C) | Associating with an even without a formal agreement between the organization and the even |
| | D) | Is associate with an event without telling the organizations involved |
| | E) | None of the Above |
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