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

Scenario 5-3 While grocery shopping, Tina selects items that she regularly buys because she knows they taste good and she has used them for years. However, the usual Kraft cheese that she buys is not available, so she buys a similar brand of cheese that she hasn't tried but has heard of before. Kraft cheese, being a popular brand, has managed to make itself known, and when most of the customers shopping at the store were asked which cheese they bought, most of them stated Kraft almost immediately. -(Scenario 5-3)The management had asked all store managers to check with their customers which cheese they preferred and thought was popular.When customers were asked this question,they quickly said Kraft because they thought it has a huge market share.Kraft cheese has created a(n)      .

Which of the following best describes the social meaning approach? 

Which of the following modes of consumer decision-making involves low involvement and low experience? 

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 young mother consistently buys Chips Ahoy for a special treat.However,every now and then,she buys Keebler Animal Crackers for a change in taste.Which mode of consumer decision making does this demonstrate? 

______ refers to when consumers change information in a positive way to favor a particular brand with which they have an emotional connection.

The consumer behavior of a family is of great interest to advertisers.

When consumers believe their brand to be more popular than it actually is,it is called an accessibility bonus. 

Stratification refers to systematic inequalities in things such as wealth,income,education,power,and status.

Scenario 5-3 While grocery shopping, Tina selects items that she regularly buys because she knows they taste good and she has used them for years. However, the usual Kraft cheese that she buys is not available, so she buys a similar brand of cheese that she hasn't tried but has heard of before. Kraft cheese, being a popular brand, has managed to make itself known, and when most of the customers shopping at the store were asked which cheese they bought, most of them stated Kraft almost immediately. -(Scenario 5-3)When Tina finds out that Kraft cheese is not available,she buys another brand of cheese,which she hasn't purchased before.As cheese isn't the most important item on her list,she spends very little time picking an alternate brand of cheese.This is an example of       .

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 began facing stiff competition from Google's Android software and Samsung. The problem for Apple was that its competition, primarily phones powered by Android operating systems, largely outnumbered the iPhone in terms of available options. In the U.S. alone, there were over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone. 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 Apple,Samsung and Google are good options.This is an example of        .

Scenario 5-5 Ben was preparing to host a graduation party for his friends and relatives when he suddenly realized that he did not have a grill for the barbeque his friends wanted. Having never purchased a grill before, he 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, he settled on a Grillmate model that cost $240. -(Scenario 5-5)The consumption process for the grill began when Ben: 

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. -(Scenario 5-1)Gap's logo had been extremely popular,and most of its customers had recognized and used their products for years.This is an example of              .

What is cognitive dissonance? Discuss how advertisers can prevent dissonance.

Brands do not suffer when the prices and profit margins of brands become too low,thereby becoming commodities,sold on price. 

The consumption process is based on the sequence of two stages: need recognition and postpurchase use and evaluation.

Advertising clutter has nothing to do with the context in which ads are processed.

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 began facing stiff competition from Google's Android software and Samsung. The problem for Apple was that its competition, primarily phones powered by Android operating systems, largely outnumbered the iPhone in terms of available options. In the U.S. alone, there were over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone. 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 the best camera,Rosie finds seven different advertisements stating that their phones have great camera features when compared to others.Rosie is now confused about which brand to choose.This is an example of            .

Which of the following is a similarity between habit and variety seeking? 

Describe how ads transmit meaning.