ISC 161 Questions and Answers
Graded A+
advertising - ANSWER-any paid form of non personal communication: about an
organization, product, or service
with an idea from identified sponsor
the non personal component:
involves mass media, message transmitted to large groups of individuals , no
opportunity for immediate feedback
after purchasing a new car for his wife, Jackson feels dissatisfied with his purchase. he
feels that the car was overpriced and poorly engineered. moreover, Jackson thinks that
he should have selected the one with heated steering wheel, rather than just heated
seats. in this scenario, Jason is experiencing: - ANSWER-cognitive dissonance
alternative evaluation - ANSWER-comparing brands that have been identified
evoked set: subset of all brands of which consumer is aware: size depends on; the
importance of the purchase, time and energy spent comparing alternatives
basic model of consumer decision stages in order: - ANSWER-1. problem recognition
2. information search
3. alternative evaluation
4. purchase decision
5. post-purchase evaluation
brand loyalty (purchase decision) - ANSWER-preference for a particular brand that
results in repeated purchases
cognitive dissonance (post purchase evaluation) - ANSWER-psychological tension
experienced after a difficult purchase choice
direct marketing - ANSWER-communicating directly with target customers to generate a
response and/or transaction
invokes:
-database management
- direct selling
- telemarketing
-direct response advertising
encourages consumer to purchase directly from the manufacturer
- through direct mail, online, and various broadcast and print media
Graded A+
advertising - ANSWER-any paid form of non personal communication: about an
organization, product, or service
with an idea from identified sponsor
the non personal component:
involves mass media, message transmitted to large groups of individuals , no
opportunity for immediate feedback
after purchasing a new car for his wife, Jackson feels dissatisfied with his purchase. he
feels that the car was overpriced and poorly engineered. moreover, Jackson thinks that
he should have selected the one with heated steering wheel, rather than just heated
seats. in this scenario, Jason is experiencing: - ANSWER-cognitive dissonance
alternative evaluation - ANSWER-comparing brands that have been identified
evoked set: subset of all brands of which consumer is aware: size depends on; the
importance of the purchase, time and energy spent comparing alternatives
basic model of consumer decision stages in order: - ANSWER-1. problem recognition
2. information search
3. alternative evaluation
4. purchase decision
5. post-purchase evaluation
brand loyalty (purchase decision) - ANSWER-preference for a particular brand that
results in repeated purchases
cognitive dissonance (post purchase evaluation) - ANSWER-psychological tension
experienced after a difficult purchase choice
direct marketing - ANSWER-communicating directly with target customers to generate a
response and/or transaction
invokes:
-database management
- direct selling
- telemarketing
-direct response advertising
encourages consumer to purchase directly from the manufacturer
- through direct mail, online, and various broadcast and print media
