Which of the following refers to the meanings we assign to sensory stimuli?
A) schema
B) semiotics
C) interpretation
D) perception
Answer: C
MKTG 371 Chapter 5
- A retailer decides to reduce the price of a sport coat that normally costs $98. The reduction in price is $3. The storeowner believes that the reduction will catch the eye of the value shopper. If the sport coat does not sell, the retailer might wish to consider which of the following before making another price change?
- Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following personal selection factors is affecting Mary Nabholz's response to the ads?
- A billboard is positioned beside a busy highway. However, the merchant that has purchased the billboard complains that no response is being generated by his advertising message. Upon closer inspection, the billboard company determines that the typeface used is too small to be effectively read by a motorist going 60+ mph on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists?
- Jason and Mark were talking in class, but so was everyone else. As they continued to discuss their day's adventures, it suddenly became clear to them that the teacher was staring at them. They didn't realize that the class had been called to order and what was once only one conversation among many was now disruptive. Jason apologized quickly, and the teacher resumed her normal activities. This is a good example of how a consumer's ability to detect a difference between two stimuli is ________.
- A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. A classic example of this was equating Marlboro cigarettes with the American frontier spirit. Which of the following terms best describes this practice?
- The ________ for a brand guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the marketplace relative to its competitors.
- Lifestyle, attributes, competitors, and quality are all dimensions marketers can use to carve out a brand's ________ in the marketplace.
- Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged?
- Nadia Ali loves the feel of her new sweater and the smell of her leather car seats on a crisp fall day. As she passes a billboard, she sees an ad for Baskin-Robbins ice cream and immediately does a U-turn into the shopping center where she knows the famous ice cream store is located. In the above example, Nadia is responding to ________.
- When a gas station blows "fresh coffee smell" around the gas pumps to tempt customers to come inside for a cup, the gas station is using a form of ________ marketing to influence customers.
- In the process of ________, certain properties of a stimulus evoke a schema.
- When we ________ products, we evaluate them using schemas we typically apply to classify people.
- The field of ________ examines the correspondence between signs and symbols and their role in the assignment of meaning.
- From a semiotic perspective, every marketing message has three basic components. Which of those components is the sensory image that represents the intended meaning?
- A(n) ________ is a sign that relates to a product by either conventional or agreed-on associations.
- An individual may not process stimuli that are in some way threatening, or may distort the meaning of a stimulus to make it less threatening. This type of perceptual filter is called ________.
- According to the exposure factor leading to adaptation, frequently encountered stimuli ________ as the rate of exposure increases.
- According to the ________ factor leading to adaptation, simple stimuli habituate because they do not require attention to detail.
- Size, color, position, and novelty are all strategies for creating which of the following?
- ________ refers to the extent to which processing activity is devoted to a particular stimulus.
- The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of ________.
- Processing information from more than one medium at a time is known as ________.
- Because the brain's capacity to process information is limited, consumers are very selective about what they pay attention to and tend to select stimuli that relate to their current needs. This type of perceptual filter is called ________.
- The minimum difference that can be detected between two stimuli is known as the ________.