Exam 5: Advertising Integrated Brand Promotion and Consumer Behavior

A young man tends to buy things that allow him to experience pleasure, avoid guilt, feel pride, or relieve fear.In doing so, he chooses products based on:

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

A young mother consistently buys Oreos for a special treat, which her kids love.However, every now and then, she buys Salerno Butter Cookies or Keebler Animal Crackers, for a change in taste.Which mode of consumer decision making does this demonstrate?

Effective ads turn mere products into actual brands by:

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 an important role in Gap reversing its decision to change the company logo. Thousands of users posted status updates expressing their distaste for the new logo, and company executives could not overlook the opinions of their customers.In this situation, Gap had a strong:

While waiting for his wife to get ready to go out, Marcus picks up one of her interior design magazines and skims through the pages.Six ads in the magazine are for flooring and carpeting, but he and his wife don't need new flooring or carpeting, and he barely glances at these ads.This is an example of:

Advertisements that are not consistent with the values of people, a society, or a culture are likely to stand out, demand attention, and be remembered and accepted.

Advertisers track the youngest child living at home because when the child leaves home, the consumption patterns of the family changes.This planning criterion is known as .

Which of the following serves as a solution to a simple consumption problem and occurs in settings where a decision isn't involving?

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 the beverages that he knew his guests would like.Having never purchased a blender before, Jerome felt that he needed to shop carefully and take his friends' suggestions on which brand to buy.After visiting several stores and examining numerous models and brands, Jerome settled on a Kitchen-Aid model that cost $100. -(Scenario 5-5) Jerome asked his friends for suggestions on which brand of blender he should purchase.This is an example of:

Describe how ads transmit meaning.

Scenario 5-2 Since its introduction to the market in 2007, Apple Inc.'s iPhone dominated other smartphones in terms of units activated per year.However, several years later, Apple faced stiff competition from Google's Android software and Research in Motion, the maker of the Blackberry.The problem for Apple is that its competition, primarily phones powered by Android operating systems, largely outnumber the iPhone in terms of available options.In the U.S.alone, there are over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone.Americans are now buying more Android phones than iPhones.Experts claim that if the trend continues, Android will have erased the iPhone's once enormous lead in the high-end smartphone market in a little over a year.Now more than ever, Apple, which insists on tight control of its devices, must find a way to win in an intensely competitive market against rivals that are openly licensing their software to scores of companies. -(Scenario 5-2) While searching for a phone with bluetooth and Wi-Fi features, Kate finds seven different advertisements stating that their phones have the best bluetooth and Wi-Fi features when compared to others.Kate is now confused about which brand to choose.This is an example of .

Jamal manages a Chicago Jiffy Lube and Ted manages a Detroit Jiffy Lube.Though they have never met and have only emailed through their franchise network, they experience a sense of connectedness through their common experience called brand stratification.

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.

Advertising has never been able to point out or activate a need state, but it has been able to provide information on how to alleviate the discomfort of an existing unfulfilled need.

The set of brands that comes to mind when a category is mentioned is referred to as .

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.Voice­It's products are about the size of four credit cards stacked on top of one another and have a life of about a year.The slogan the firm uses on its packaging and advertising is "Don't Write It, Voice­It!" -(Scenario 5-6) The Voice-It products are more expensive than others in the market.They are mostly used by big businessmen and higher-level managers.It is most likely that Voice-It products would have .

Scenario 5-2 Since its introduction to the market in 2007, Apple Inc.'s iPhone dominated other smartphones in terms of units activated per year.However, several years later, Apple faced stiff competition from Google's Android software and Research in Motion, the maker of the Blackberry.The problem for Apple is that its competition, primarily phones powered by Android operating systems, largely outnumber the iPhone in terms of available options.In the U.S.alone, there are over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone.Americans are now buying more Android phones than iPhones.Experts claim that if the trend continues, Android will have erased the iPhone's once enormous lead in the high-end smartphone market in a little over a year.Now more than ever, Apple, which insists on tight control of its devices, must find a way to win in an intensely competitive market against rivals that are openly licensing their software to scores of companies. -(Scenario 5-2) While deciding on what brand of cell phone he should buy, Mark, a university student, asks his friend for suggestions on different models of cell phones.His friend immediately says that the iphone and Blackberry are good options.This is an example of .

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 the beverages that he knew his guests would like.Having never purchased a blender before, Jerome felt that he needed to shop carefully and take his friends' suggestions on which brand to buy.After visiting several stores and examining numerous models and brands, Jerome settled on a Kitchen-Aid model that cost $100. -(Scenario 5-5) The consumption process for the blender began when Jerome:

A magazine advertisement for a home entertainment system contains detailed copy, technical information, and a long list of product design features.In general, this ad would be most appropriate for someone who is: