Every day on his way to work, Peter drives past a billboard advertisement for Southwest Airlines. It is virtually certain that Peter:

a. has been exposed to the billboard ad.

b. paid attention to the billboard ad.

c. comprehended the billboard ad.

d. remembered the billboard ad.

e. was motivated by the billboard ad.

status: not answered () correct: a your answer:

2 Laura videotapes her favorite daytime dramas while she is at work. When she watches them in the evening, she fast-forwards through the commercials and watches only the program. When she watches a television program in real time, she changes channels to avoid commercials and returns to the program when the commercial break is over. Laura ________ while watching her videotaped programs, and ________ during her real-time viewing.

a. zips; flips

b. zaps; zips

c. zips; zaps

d. flips; zaps

e. flings; zings

status: not answered () correct: c your answer:

3 One of the biggest challenges to advertising today is:

a. eliminating selective exposure.

b. measuring consumers' exposure to print ads.

c. determining how many consumers drive past outdoor ads every day.

d. devising a reliable, accurate way to measure exposure to Internet advertising.

e. the unreliability of data collected by Simmons Market Research Bureau.

status: not answered () correct: d your answer:

4 Radio advertisements are sometimes described as "auditory wallpaper"; that is, they are in the background along with the radio programming content (music, news, or talk). Consumers typically are exposed to radio ads while driving their cars. The fact that radio ads have any effectiveness at all with consumers is because:

a. radio ads have higher recall ratings than ads in other media.

b. consumers are particularly attuned to radio ads because of selective attention.

c. attention is divisible; consumers can attend to more than one stimulus simultaneously.

d.radio ads are longer than television ads, offering more opportunity to repeat and reinforce an advertising message.

e. attention is hemispheric; consumers process radio ads with only their right brains.

status: not answered () correct: c your answer:

5 Walking rapidly through the mall, Taylor barely noticed the aroma of freshly baked cookies from the Mrs. Fields' Cookie Shop near the food court. When asked later to name brands of cookies that he likes, Taylor mentioned Mrs. Fields. What is the most likely explanation for Taylor's response?

a. His focal attention was on Mrs. Fields' Cookies when he was at the mall.

b. He selectively attended to the olfactory stimulus from Mrs. Fields' Cookies.

c. His attention was captured by the novelty of the stimulus.

d. At the time he was in the mall, he found Mrs. Fields' cookies to be personally relevant.

e. In the mall, he engaged in preattentive processing of Mrs. Fields' Cookies as a stimulus.

status: not answered () correct: e your answer:

6 A memorable public service announcement against driving drunk featured two beer mugs with college emblems shattering during a toast. The announcement targeted college-age drinkers. It garnered a high recall rating because it was:

a. visually pleasing.

b. personally relevant to the target audience.

c. a fear appeal.

d. an effective use of humor.

e. difficult to process.

status: not answered () correct: b your answer:

7 A major reason why Apple's original iMac computers captured market share is because their colorful exteriors were a(n):

a. novel stimulus.

b. humorous stimulus.

c. easy-to-process stimulus.

d. personally relevant stimulus.

e. symbolic stimulus.

status: not answered () correct: a your answer:

8 When Anwar moved the Planter's Dry Roasted Peanuts from their usual placement in his grocery store's snack aisle shelves to a large, animated endcap (end-of-aisle special display), product sales tripled. Consumers noticed the peanuts and purchased more of them because the endcap was a(n):

a. preattentive stimulus.

b. musical stimulus.

c. emotionally processed stimulus.

d. prominent stimulus.

e. negative stimulus.

status: not answered () correct: d your answer: