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Exam 2: Perception

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Question 31

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Advertising has increasingly become less effective because of increased clutter. How can you, as the marketer, break through this clutter?

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There are different ways that this quest...

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Question 32

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What is Gestalt psychology?

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Question 33

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When Volvo attempted to revamp its brand image by signing an endorsement deal with NBA player Jeremy Lin, they were focusing on:

Mia used yellow, green, and orange for her web page. This was likely because she knew these hues captured attention.

JND is another name for Weber's law.

In a department store, Katrina noticed that colours in the women's clothing area were brighter than in the men's clothing area. This would be attributed to:

The Coca-Cola bottle was designed specifically to appeal to consumers' sense of:

In consumer behaviour, the concept behind a product's market position implies that:

What is the main perspective of gestalt psychology? Compare and contrast principle of closure, principle of similarity, and figure-ground principle.

List the five sensory systems.

A Telus ad depicts a bright image of a parrot on a stark white background. This is an example of which principle?

You are talking to a co-worker and he says, "perception is reality." What does he mean by this? Do you agree or disagree? Use an example.

When consumers no longer pay attention to an ad that has become too familiar, the condition is called perceptual apathy.

The sound emitted by a dog whistle is too high to be detected by human ears. This is an illustration of a stimulation that is beyond our absolute threshold.

When Terry's promotes their orange-flavoured chocolate as a Christmas treat, they are positioning on:

Readership ad scores in magazines increase in proportion to the ________ of the ad.

When marketers update their package designs or logos, they do it in small increments of change so the change will not affect consumers' familiarity with the product. This is the principle behind:

During January, Bill, a marketing director for an alcohol company, ran a successful 6×8-inch advertisement in a magazine that featured a man and a woman having a great time at the beach. In February, he placed the same advertisement in the same magazine, but reduced the size of the ad. Sales of his products declined. What mistake did Bill make?

Attention refers to the extent to which the brain's processing activity is devoted to a particular stimulus.

A billboard is positioned correctly beside a busy highway. However, the merchant who purchased the billboard is complaining 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 100+ km/h on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists?