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

Advertising can influence internal but not external searches.

A(n)    arises when a consumer's desired state of affairs is different from one's actual state of affairs.

A survey was conducted by Spotless,a dishwashing liquid manufacturer,at a department store.During the survey,the store manager asked customers which dishwashing liquid they utilized,to which most of them immediately replied,"Spotless." When asked why,the customers stated that they felt it was used by everyone and was the most popular.Based on the given scenario,it can be said that Spotless has             .

Scenario 5-4 Sing, a motorcycle manufacturer aims to make its slogan "Sing Motorcycling" known to every individual in a way that they immediately associate it with the firm. The company has created a social media page where almost a thousand fans have registered. However, there are two competitors who advertise the same features. The firm has a large number of customers who think it manufactures the best and there is no other manufacturer better. -(Scenario 5-4)The people of Sing believe that if a person drives a motorcycle means,that person can afford a lifestyle of getaways and the most expensive motorcycle on the market.It is most likely that owning a motorcycle by Sing would have ________.

Experience and involvement are both low in the extended problem-solving decision-making mode. 

Related to the way a consumer's culture shapes his or her tastes and preferences is the concept of cultural capital.This refers to the: 

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

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. Voice-It'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, Voice It!" -(Scenario 5-6)The management of Voice-It Technologies believes in retaining their customer base and provide customers at their stores attractive offers which will help create brand loyalty and repeat purchases.This is an example of          .

The idea of involvement in the context of consumer decision-making refers to how: 

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)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: 

Olay lotion has always been a part of what Melinda does after the bath and she does not ever want to change this.What is this describing? 

There is a value that cultures place on certain objects.Wes gets a nod among groups for his expensive and rare Porsche,which is admired.This scenario demonstrates the concept of            .

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

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 saw that the cheese was out of stock,she thought of Porky's and Cubby Cow's cheese,because she had tried them before.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)Originally,one reason that the iPhone outsold other smartphones was the feeling of pride many consumers associated with owning one.This represents: 

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

Evaluative criteria differ from one product category to the next,and consumers each have their own evoked sets generally.

Discuss the need recognition state of the consumer decision-making process.

Scenario 5-4 Sing, a motorcycle manufacturer aims to make its slogan "Sing Motorcycling" known to every individual in a way that they immediately associate it with the firm. The company has created a social media page where almost a thousand fans have registered. However, there are two competitors who advertise the same features. The firm has a large number of customers who think it manufactures the best and there is no other manufacturer better. -(Scenario 5-4)Tony is about to buy a limited edition motorcycle from Sing.It is most likely that Tony is a _______________ consumer,since this will be his family's third purchase from Sing.

What is an evoked set,and why is it important to advertisers and those working in IBP?