Exam 3: Perception

When Ford says that "Quality is Job #1" they are practicing a positioning strategy. Explain positioning.

The first step in the perception process is called exposure.

Colors look duller to older people, which is why they prefer white and other bright tones.

In the Western Countries the color black is often associated with ________.

When consumers see only what they want to see-don't see what they don't want to see it is called ________.

Tiny figures that are inserted in magazine advertising via high-speed photography or airbrushing are called ________.

Nadia Ali loves the feel of her new sweater and the smell of her leather car seats on a crisp fall day. As she passes a billboard, she sees an ad for Baskin-Robbins ice cream and immediately does a U-turn into the shopping center where she knows the famous ice cream store is located. In the above example, Nadia is responding to ________.

Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged?

Interpretation is the last stage of the perceptual process.

The absolute threshold is an important consideration when a marketing stimuli is designed.

All consumers carry schemata in their minds when they enter the marketplace. According to the principles of perceptual vigilance and defense, a marketer should be careful to create a promotion for the new product that ________.

Lifestyle, attributes, competitors, and quality are all dimensions marketers can use to carve out a brand's ________ in the marketplace.

In the past, ketchup formed an unbecoming "scum" on its surface when exposed to air, so manufacturers created the traditionally shaped ketchup bottle with the narrow opening. When chemicals were developed to reduce the oxidation, it was then possible to sell ketchup in more conveniently shaped containers. Customers, however, rejected bottles that didn't have the traditional ketchup shape. This is an example of the power of ________ in the marketplace.

The ________ threshold refers to the ability of a sensory system to detect changes between two stimuli.

The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of ________.

When Coke weaves a sound into a piece of music, the advertisement is using ________.

A billboard is positioned beside a busy highway. However, the merchant that has purchased the billboard complains that no response is being generated by his advertising message. Upon closer inspection, the billboard company determines that the typeface used is too small to be effectively read by a motorist going 60+ mph on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists?

A process by which the way a word sounds influences our assumptions about a product's attributes is called sound symbolism.

________ is a discipline that studies the correspondence between signs and symbols and their meaning.

An index is a sign that connects to a product because they share some property.