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

Multi-attribute attitude models (MAAMs) provide a framework and a set of research procedures for collecting information from consumers

Advertisements-like books, movies, posters, and paintings-can act as sociocultural "texts" that are read and interpreted by consumers.In that case, advertising

Select a product that you use at least once a week.Then describe three possible functional benefits and three possible emotional benefits that a person might receive from using the product.Be as specific as possible.

Ads become part of our everyday landscape, language, and reality as a result of many people

A(n) _____ is a learned and simplified evaluation of any object, person, or issue, and it can vary from positive to negative along a continuum.

Advertising can influence both internal and external searches.

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

An elderly woman has always been happy with Ivory soap and has no reason to try anything else.Which type of major obstacle must be overcome for an ad message to reach her and be effective?

Two main barriers must be overcome if advertising is to have its intended effect.One of them is the cognitive consistency impetus, which refers to the consumer tendency to

Peripheral cues are best used as attention-getting tools for products when

In the text, involvement and prior experience are combined to derive eight types of consumer decision making.

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) Voice-It hired a country singer to do a TV advertisement in which she merely sings, "Don't Write It, Voice-It!" in an up-tempo tone.In this ad, the singer is

Selective attention is essentially the greatest challenge to advertisers, because consumers commonly rely on this powerful perceptual defense to simply ignore ads that don't interest them.

Rituals can take the form of ordinary things that are done in a certain way -- not randomly -- and are performed in the same way by people of all cultures.

A well-known refrigerator manufacturer that has been around for decades, features the reliability, durability, and economy of its products.These features are appreciated by a consumer who is focusing on

A consumer survey finds that many dog owners purchase a premium brand of dog food because of its functional benefits.Which of the following qualifies as a functional benefit?

Describe what you consider to be a cultural value (other than individualism) held by Americans, as well as the criteria by which you judge it to be a cultural value.Discuss the effects that advertising can have on shaping this value.Describe how advertising can use this value in selling a product.

Scenario 5-3 A woman decides to prepare a tuna casserole for dinner.At the grocery store, she looks for Chicken of the Sea tuna and a box of Kraft macaroni and cheese.At first, she can't find the Chicken of the Sea brand, only competitive brands.She begins to think she'll make something else for dinner.Then she does see it on a higher shelf.She chooses the Chicken of the Sea tuna because she thinks it's tastier than other brands, that the company uses nets that won't harm dolphins, and she likes the talking tuna they use in their commercials.Plus, it's the kind her mother always buys.She chooses Kraft macaroni and cheese, but really couldn't tell you why.Interestingly enough, she has not purchased any other brands of tuna or macaroni and cheese over the past few years. -(Scenario 5-3) Chicken of the Sea was the kind of tuna her mother always bought when she was a child.She saw it around the house when she lived with her parents, and it was okay then, so it's okay now.This is a demonstration of

MAAMs stands for Marketing Analysis of Attribute Models, and it is a framework used to identify four primary "attribute models" that make up consumer decision making.

While purchases based on brand loyalty are often just consumption simplifiers, purchases based on habit are the result of strong commitment.