STC 114 CHAPTER 18&5 EXAM
QUESTIONS WITH COMPLETE
SOLUTIONS
Puffery - Answer-advertising or other sales representations, which praise the item to be
sold with subjective opinions, superlatives, or exaggerations, vaguely and generally,
stating no specific facts.
-Not illegal but is it ethical?
An interactive communication model - Answer-like advertising on Facebook- you can
track how many people click the ad, how long they stay on that page, and whether or
not they purchase (they can follow through all these steps). They can also find out our
mouse movement (do we hover over the ad?). Research companies are also installing
eye tracking devises on computers to see whether or not we pay attention to ads, which
parts of the webpage we pay attention, etc. so that they know where to place the next
ad for customers next to you.
AIDA - Answer-Attention- you get the consumer's attention about your product
Interest- they want to
Desire- they have to want it
Action- they buy
The Facets Model of Adverting Effects - Answer-1. Perception
2. Cognition
3. The emotional response
4. Association
5. Persuasion
6. Behavior
Awareness and Selective perception - Answer--individuals perceive what they want to in
media messages while ignoring opposing viewpoints.
Selective Attention - Answer-a factor that drives perception. This is the process by
which a receiver of a message chooses to attend to a message.
-our minds block out messages that we don't pay attention. We get distracted, so we
have to tune things out so that we can function. We're not even aware of this, it's a self-
defense mechanism. We can only pay attention to a few things at a time.
-Ex: beware of cyclist campaign- "did you see the moonwalking bear?"
Subliminal Advertising - Answer-Subliminal effects are message cues given below the
threshold of perception. IT'S FAKE! There are no regulations to this, and it is not used.
, -Subliminal messages are things that kind of "brainwash" you.
-You cannot even perceive the message, but it's in front of your eyes. Since it's so quick
and fleeting, we don't even realize.
-If you can see it, it's not subliminal. It should be hidden.
-Does it work? NO- it's a scam! No matter how hard advertisers try, they will never be
able to receive the result of the "movie" trial in the 50s. Turns out, he made this up. It
was completely fake data. No scientific things show that subliminal advertising works.
This is a misconception and advertisers do not do this.
-Is product placement an example of a subliminal advertising? No because you can see
it! Even though it's weird and out of place and shouldn't be in our movies, we can see it
so it's not subliminal.
-Are they illegal? Well, there are no written laws about it; however, there is a
fundamental law that we shall not deceive while advertising. Not letting someone be
aware of what they are being shown is not allowed.
Unscientific taste challenge with generic vs. name brand products - Answer-some
people remain loyal to their name brand favorites (because it's brand recognition), but
sometimes it doesn't make sense to. This study showed that we have a perception
about brand. If you think you can taste a difference between generic brands and name
brand things, think again. However, advertisers work with brands, so we want people to
buy based on ads.
Brands - Answer-without Pepsi or Coke, Publix would never have the formula to make
their own brands to sell cheaper. Without the powerful brands, you wouldn't have the
product in the first place.
The Facets Model of Adverting Effects: Cognition - Answer-How consumers respond to
information, learn and understand something. You give them something logical to latch
onto.
-Needs: basic biological motivations. Wants tend to be more based on feelings and
desires. When we talk about needs, we refer to a message that describes something
lacking in consumers' lives and that often stimulates a cognitive response.
-Cognitive learning: occurs when a presentation of facts, information, and explanations
leads to understanding.
-Comprehension: the process by which people understand, make sense of things, and
acquire knowledge.
-Differentiation: the consumer's ability to separate one brand from another in a product
category.
-Recall: recognition is a measure of perception and recall is a measure of learning or
understanding.
The Facets Model of Adverting Effects: The Emotional Response - Answer-Gives you a
reason to have an emotional bout with a product. They want you to get emotionally
attached to the product
QUESTIONS WITH COMPLETE
SOLUTIONS
Puffery - Answer-advertising or other sales representations, which praise the item to be
sold with subjective opinions, superlatives, or exaggerations, vaguely and generally,
stating no specific facts.
-Not illegal but is it ethical?
An interactive communication model - Answer-like advertising on Facebook- you can
track how many people click the ad, how long they stay on that page, and whether or
not they purchase (they can follow through all these steps). They can also find out our
mouse movement (do we hover over the ad?). Research companies are also installing
eye tracking devises on computers to see whether or not we pay attention to ads, which
parts of the webpage we pay attention, etc. so that they know where to place the next
ad for customers next to you.
AIDA - Answer-Attention- you get the consumer's attention about your product
Interest- they want to
Desire- they have to want it
Action- they buy
The Facets Model of Adverting Effects - Answer-1. Perception
2. Cognition
3. The emotional response
4. Association
5. Persuasion
6. Behavior
Awareness and Selective perception - Answer--individuals perceive what they want to in
media messages while ignoring opposing viewpoints.
Selective Attention - Answer-a factor that drives perception. This is the process by
which a receiver of a message chooses to attend to a message.
-our minds block out messages that we don't pay attention. We get distracted, so we
have to tune things out so that we can function. We're not even aware of this, it's a self-
defense mechanism. We can only pay attention to a few things at a time.
-Ex: beware of cyclist campaign- "did you see the moonwalking bear?"
Subliminal Advertising - Answer-Subliminal effects are message cues given below the
threshold of perception. IT'S FAKE! There are no regulations to this, and it is not used.
, -Subliminal messages are things that kind of "brainwash" you.
-You cannot even perceive the message, but it's in front of your eyes. Since it's so quick
and fleeting, we don't even realize.
-If you can see it, it's not subliminal. It should be hidden.
-Does it work? NO- it's a scam! No matter how hard advertisers try, they will never be
able to receive the result of the "movie" trial in the 50s. Turns out, he made this up. It
was completely fake data. No scientific things show that subliminal advertising works.
This is a misconception and advertisers do not do this.
-Is product placement an example of a subliminal advertising? No because you can see
it! Even though it's weird and out of place and shouldn't be in our movies, we can see it
so it's not subliminal.
-Are they illegal? Well, there are no written laws about it; however, there is a
fundamental law that we shall not deceive while advertising. Not letting someone be
aware of what they are being shown is not allowed.
Unscientific taste challenge with generic vs. name brand products - Answer-some
people remain loyal to their name brand favorites (because it's brand recognition), but
sometimes it doesn't make sense to. This study showed that we have a perception
about brand. If you think you can taste a difference between generic brands and name
brand things, think again. However, advertisers work with brands, so we want people to
buy based on ads.
Brands - Answer-without Pepsi or Coke, Publix would never have the formula to make
their own brands to sell cheaper. Without the powerful brands, you wouldn't have the
product in the first place.
The Facets Model of Adverting Effects: Cognition - Answer-How consumers respond to
information, learn and understand something. You give them something logical to latch
onto.
-Needs: basic biological motivations. Wants tend to be more based on feelings and
desires. When we talk about needs, we refer to a message that describes something
lacking in consumers' lives and that often stimulates a cognitive response.
-Cognitive learning: occurs when a presentation of facts, information, and explanations
leads to understanding.
-Comprehension: the process by which people understand, make sense of things, and
acquire knowledge.
-Differentiation: the consumer's ability to separate one brand from another in a product
category.
-Recall: recognition is a measure of perception and recall is a measure of learning or
understanding.
The Facets Model of Adverting Effects: The Emotional Response - Answer-Gives you a
reason to have an emotional bout with a product. They want you to get emotionally
attached to the product
