Question 1

Attention is selective,____,and is limited.

Accepted Answer

A)  can be duplicated 
B)  is hard to recall 
C)  is emotional 
D)  is affective 
E)  can be divided

Question 2

____ represents a somewhat higher,more meaningful level of processing than simply having stimuli register on our sensory receptors.

Accepted Answer

A)  Cognitive combination 
B)  Affective combination 
C)  Perceptual organization 
D)  Stimulus network 
E)  Affective stimulus

Question 3

The process by which a stimulus loses its attention-getting abilities by virtue of its familiarity is known as

Accepted Answer

A)  habituation. 
B)  familiarization. 
C)  neural training. 
D)  neural rigidity. 
E)  stimulus familiarization.

Question 4

Terri is not really paying attention to the television,but she can tell when a Coca Cola ad comes on because of the music in the ad.____ occurs when she associates the auditory portion of the ad with the brand Coca Cola.

Accepted Answer

A)  Auditory intensity 
B)  Music appreciation 
C)  Olfactory interpretation 
D)  Sonic identity 
E)  Tactile terminology

Question 5

People tend to ____ things that are inherently pleasant.

Accepted Answer

A)  forget 
B)  process intensively 
C)  have extensive schemas for 
D)  approach 
E)  both approach and avoid

Question 6

Perception uses the following senses only: (1)smell,(2)vision,(3)taste,and (4)touch.

Accepted Answer

A) True 
 B)False

Question 7

In subliminal perception,a stimulus is not consciously perceived

Accepted Answer

A)  because the consumers' perception is directed elsewhere. 
B)  because of distractions in the consumers' environment. 
C)  because the stimulus is process by only unconscious brain activity. 
D)  because the stimulus is close to the consumers' absolute threshold of perception. 
E)  because the stimulus is perceived only by the left hemisphere of the consumers' brain.

Question 8

Imagine that you are attending an important occasion for your company.You have just received a new lime-green tie as a present from a friend.Arriving at the party you discover that the power tie this year is yellow and everyone else,being conformists in their climb to the top,is wearing yellow ties.You stand out in this context because you are different from everyone around you.This is an example of a(n)____ stimulus.

Accepted Answer

A)  abstract 
B)  concrete 
C)  pleasant 
D)  surprise 
E)  color-separation

Question 9

____ reflect(s)the process by which the consumer comes into physical contact with stimulus.

Accepted Answer

A)  Displays 
B)  Communication 
C)  Advertising 
D)  Marketing 
E)  Exposure

Question 10

Research shows that people ____ things they have seen many times before.

Accepted Answer

A)  pay less attention to 
B)  have less highly developed attentive structures for 
C)  are lower in affect for 
D)  have dynamic focus for 
E)  are selective to

Question 11

Zipping is when consumers skip up to 75 percent of ads in recorded TV shows.

Accepted Answer

A) True 
 B)False

Question 12

A commercial depicting the Canadian Rockies in the backdrop behind a 4-wheel-drive vehicle can be thought of as an example of

Accepted Answer

A)  the use of humor in advertising. 
B)  an infomercial. 
C)  cognitive appeal. 
D)  shock appeal. 
E)  the use of attractive visuals in advertising.

Question 13

The number of stimuli to which we can be exposed at any point in time is potentially overwhelming.How do we deal with this problem?

Accepted Answer

The answer of The number of stimuli to which we...

Question 14

How do each of the key characteristics of attention influence a marketing communication's effectiveness?

Accepted Answer

The answer of How do each of the key characteristics...

Question 15

Product placement is not considered advertising.

Accepted Answer

A) True 
 B)False

Question 16

You are hired to design a recreation center for children.What are your choices of color and how would each of these colors impact those using the center?

Accepted Answer

The answer of You are hired to design a recreation...

Question 17

Smell has several interesting effects on humans.Describe these effects and give some examples.

Accepted Answer

The answer of Smell has several interesting effects on humans.Describe...

Question 18

If a marketing communication is to have an effect,consumers must first ____ it.

Accepted Answer

A)  be exposed to 
B)  expose others to 
C)  recall 
D)  memorize 
E)  analyze

Question 19

Yellow Pages reported that doubling the size of an ad increases sales fivefold.This is best thought of as an example of the effectiveness of ____ in advertising.

Accepted Answer

A)  concreteness 
B)  surprise 
C)  novelty 
D)  pleasant design 
E)  prominence

Question 20

The fact that we can parcel our attention and flexibly move from one task to another means that we also have the potential to

Accepted Answer

A)  motivate others. 
B)  become distracted. 
C)  concentrate on one task. 
D)  become involved. 
E)  have the opportunity to process information.

Exam 3: From Exposure to Comprehension

Attention is selective,____,and is limited.

____ represents a somewhat higher,more meaningful level of processing than simply having stimuli register on our sensory receptors.

The process by which a stimulus loses its attention-getting abilities by virtue of its familiarity is known as

Terri is not really paying attention to the television,but she can tell when a Coca Cola ad comes on because of the music in the ad.____ occurs when she associates the auditory portion of the ad with the brand Coca Cola.

People tend to ____ things that are inherently pleasant.

Perception uses the following senses only: (1)smell,(2)vision,(3)taste,and (4)touch.

In subliminal perception,a stimulus is not consciously perceived

____ reflect(s) the process by which the consumer comes into physical contact with stimulus.

Research shows that people ____ things they have seen many times before.

Zipping is when consumers skip up to 75 percent of ads in recorded TV shows.

A commercial depicting the Canadian Rockies in the backdrop behind a 4-wheel-drive vehicle can be thought of as an example of

The number of stimuli to which we can be exposed at any point in time is potentially overwhelming.How do we deal with this problem?

How do each of the key characteristics of attention influence a marketing communication's effectiveness?

Product placement is not considered advertising.

You are hired to design a recreation center for children.What are your choices of color and how would each of these colors impact those using the center?

Smell has several interesting effects on humans.Describe these effects and give some examples.

If a marketing communication is to have an effect,consumers must first ____ it.

Yellow Pages reported that doubling the size of an ad increases sales fivefold.This is best thought of as an example of the effectiveness of ____ in advertising.

The fact that we can parcel our attention and flexibly move from one task to another means that we also have the potential to