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

Evaluative criteria are universal traits or attributes that pertain to all product categories, used as rating factors when considering purchases and reviewing a consideration set.

Which of the following statements would be made by someone most likely experiencing cognitive dissonance?

In the world of advertising, culture is seen as a group's

Shortly after Juan bought a Ford truck, he began to second-guess his decision, nervously questioning whether the Toyota or Chevy trucks were actually better deals.He wondered if he had really made the right purchase, going through a common experience called internal search.

A firm is hired to market a high-performance sports car.Three of the elements below would be featured in its MAAMs analysis, but which one would not be included?

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) At first, the woman can't find the Chicken of the Sea tuna.All she can find are competitive brands.Her first thought is to change the dinner menu.Which of the following is probably true regarding her purchasing behavior regarding this product?

The concept of cognitive dissonance is more commonly referred to as

Scenario 5-4 An American automobile company sees that the market share of one model has steadily declined.It seems that every percentage point drop is matched by a corresponding percentage point rise in the Japanese-made competition.In an effort to regain market share, the automobile company decides to promote its American-made heritage.In fact, every part of its car is manufactured in the United States.The advertising agency for the company comes up with the slogan "Right here.Right now.Your all-American car." The advertising it creates is image oriented, and hopes to produce a delayed response. -(Scenario 5-4) Which of the following is not a functional benefit of the car?

The elaboration likelihood model of information processing (ELM) identifies two unique paths to attitude change: the central route to persuasion and the peripheral route to persuasion.

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) Most consumers have no experience with Voice-It products and view the purchase of this product as low involvement.What mode of consumer decision making does this indicate?

The concepts of need recognition, information search and alternative evaluation, purchase, and post purchase and evaluation represent the four stages of the

One of the main reasons why social class may not be totally reliable in predicting the preferences and tastes of Americans is that it

When researchers study consumer behavior, they study a process that begins with the product evaluation and ends with the perception of a need.

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

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) The woman cannot explain why she buys Kraft macaroni and cheese.In fact, if the store was out of it, she would just buy the store brand.From this information, we can conclude that she repeatedly buys this brand

One method of understanding how well the advertising message is being heard in the real world is the "consumer insights" approach, which operates on the premise that

Scenario 5-4 An American automobile company sees that the market share of one model has steadily declined.It seems that every percentage point drop is matched by a corresponding percentage point rise in the Japanese-made competition.In an effort to regain market share, the automobile company decides to promote its American-made heritage.In fact, every part of its car is manufactured in the United States.The advertising agency for the company comes up with the slogan "Right here.Right now.Your all-American car." The advertising it creates is image oriented, and hopes to produce a delayed response. -(Scenario 5-4) After running a MAAMs analysis, the advertising agency discovers that the made-in-America element is a consideration for consumers-in fact, most know where the car is made-but it's a relatively minor consideration compared to other issues.The task that confronts the advertising agency now is to

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) Bill Gates (CEO of Microsoft), Doug Ivester (former CEO of Coca-Cola), and Jack Welch (former CEO of General Electric) appeared together in a Voice-It ad.They each stated "I don't write it, I Voice-It!" These individuals are attempting to impact our consumption priorities by serving as a

In many ways, advertisements of contemporary society don't just exist in the sociocultural context of our time, they are the sociocultural context of our time.

Two major obstacles must be overcome for an ad message to be effective-consumer resistance to changing beliefs, and consumer exposure to massive volumes of ads.