MKT201 Tutorial 4 (Chapter 4)

1. ________ can simply be described as "how we see the world around us."
A) Knowledge
B) Perception
C) Motivation
D) Attitude
E) Understanding

2. Products, packages, brand names, advertisements, and commercials are examples of

________.
A) sensations
B) receptors
C) realities
D) stimuli
E) intensities

3. Sensory adaptation is of concern to national advertisers, who try to continuously change

their advertising campaigns. They are concerned that consumers will ________.
A) get bored of their competitors' ads
B) get used to their ads
C) not understand their ads as intended
D) develop positive reactions to their ads
E) become more attuned to competing advertising

4. Some TV ads change sensory input by using silence or louder sounds in their ads to
generate attention. This is a form of advertising used in order to overcome ________.
A) sensation
B) preference for competitive advertisements
C) sensory adaptation
D) the just noticeable difference
E) perceptual blocking

5. A stimulus may be too faint or brief to be consciously seen or heard, such as a deeply
embedded or a very briefly flashed image, but may still be perceived by one or more sensory
receptor cells. This is called ________.
A) subliminal perception
B) sequential transition
C) supraliminal perception
D) sensory adaptation
E) perceptual blocking
6. Which of the following is true of the relationship between consumers' perceptions and their
expectations?
A) Individual motivation does not affect perception.
B) Ads with irrelevant sexuality generally lead to better recall of the product advertised due
to the attention-getting nature of the sexual content.
C) People tend to make observations and arrive at conclusions completely independent of
their expectations.
D) Consumers tend to perceive products and product attributes according to their own
expectations.
E) What consumers expect to see is completely dependent on their objective, first-hand
experience with the particular product or advertising medium.

7. Which of the following does NOT provoke attention?

A) shocking images
B) contrasting images
C) adaptation
D) unrealistic images
E) contrasting sounds

8. After buying a Mini Cooper, Kate began paying more attention to advertisements for Mini
and spent more time on websites reading about how much Mini drivers love their cars
because she was sympathetic to these messages and found them pleasant. This is an example
of ________.
A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual blocking
E) perceptual organization

9. Listening to the radio on the way home from work, Paul is particularly aware of an ad for
McDonald's because he is getting hungry. This is an example of ________.
A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual blocking
E) perceptual organization

10. Canada requires tobacco firms to feature graphic health warnings on cigarette packs. In a
perception context, this is to try to combat ________ where people no longer pay attention to
the warning labels on packets.
A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual differentiation
E) perceptual organization
11. In product placement scenarios, marketers place an advertised product into a TV show or
film by having it used by the cast, integrated into the plot, or associated with a character. In
product placements, the product is considered the ________ and the show is the ________.
A) entertainment; brand
B) figure; ground
C) ground; perceptual organization
D) perceptual block; perceptual organization
E) ground; figure

12. To simplify life, people have a natural tendency to select stimuli from the environment
and organize them into groups and perceive them as a unified whole. In a perception context,
this is known as ________.
A) figure-ground
B) perceptual blocking
C) perceptual mapping
D) grouping
E) closure

13. When an ad for Benetton featured the hands of two men – one black and one white –
handcuffed together to promote racial harmony, people perceived that a white man was
arresting a black man. This is an example of ________.
A) the halo effect
B) a consumer stereotype
C) the persistence of first impressions
D) effective product positioning
E) perceptual blocking

14. Ragu, a maker of spaghetti sauces, chose to launch some of its most successful flavors in
the new pouch packaging format in order to take advantage of ________ to gain quick
customer acceptance of the new format.
A) perceptual mapping
B) Gestalt psychology
C) the halo effect
D) selective exposure
E) consumers' need for closure

15. Why would a brand want to update its image?

A) to create emotional bonds between brands and consumers
B) to fulfill a need in a straightforward way
C) to be more similar to competitors
D) to hide its core benefit
E) to be perceived as a "me too" offering
16. The purpose of institutional advertising is to ________.
A) promote a specific product line
B) promote a specific retail outlet as a way of improving the manufacturer's image through
the retail store image
C) boost the corporate image
D) enter a product category totally unrelated to the one with which the corporate name has
become synonymous
E) promote the product category as a whole

17. Lola is concerned about the impact of genetically modified ingredients found in foods on
the long-term health of her family members. She is perceiving ________ risk.
A) financial
B) psychological
C) time
D) physical
E) functional

18. ________ is a statement or slogan that describes a company's character without referring
to its specific branded products.
A) Premier position
B) Positioning against competition
C) Umbrella positioning
D) Key attribute positioning
E) Un-owned perception positioning

JUICE MINI CASE: Fruit Fusions is a well-known producer of organic fruit blended
yogurts. It recently decided to start producing fruit juices under the Fruit Fusions name as
well. The company's research determined that there was a potential niche market for organic
fruit juices packaged in small single servings and sold as an alternative to canned soft drinks
typically consumed during lunch. In trying to price the new line of drinks, Fruit Fusions
asked consumers what they thought other drinks of a comparable quality cost, and what they
considered to be a fair price for this kind of drink. With the slogan "Nothing this good comes
in a can," the juice line's print ads feature a brightly colored bottle of juice on a completely
white background and are placed in magazines specializing in health and wellness.

19. In the JUICE MINI CASE, Fruit Fusions only sells its new juice line through high-end
grocery stores and lunch boutiques in an effort to create a high-end reputation for its juice
line through ________.
A) retail store image
B) consumer stereotypes
C) playing on consumers' need for closure
D) making a good first impression
E) perceived risk

20. Because services are intangible, image becomes a key factor in differentiating a service
from its competition.
A) True
B) False
21. When consumers evaluate concrete attributes of a product, such as performance and
durability, they rely less on price and brand name as indicators of quality than when they
evaluate the product's prestige and symbolic value.
A) True
B) False

22. The amount of risk perceived depends on the specific consumer.

A) True
B) False