Questions and Answers of Principles Of Behavior

List and describe the factors that negatively impact measuring the effectiveness of advertising on social media.
Why is it more difficult to measure the effectiveness of advertising campaigns on social media than assess the results of advertising on traditional media?
Describe how one’s age impacts marketers’ targeting using mobile media.
List and describe two advantages and two disadvantages of mobile advertising.
Describe Google’s role in advertising online.
Describe how marketers can use Twitter effectively.
There are five characteristics of effective social media campaigns.List and describe them.
How do marketers enhance consumer engagement with their offerings using social media?
What are the implications of social media for consumer behavior?
Watch an hour-long TV program and its commercials, without writing any notes. A day later, list all the commercials you can recall seeing. For each commercial, identify: (a) the message framing
Find print ads using each of the following advertising appeals:fear, sex, and humor. Discuss their effectiveness and persuasive value in class.
Find two print advertisements—one illustrating a one-sided message and the other a two-sided message. Which of the measures discussed in this chapter would you use to evaluate the effectiveness of
The sales effects of mass communication are difficult to assess. How can fast-moving-consumer-goods companies such as Nestlé and P&G use this method to measure the effectiveness of their advertising
How is communications feedback related to the measurement of persuasion and sales effects?
Do sexual appeals work better than other appeals? Explain your answer and illustrate with examples.
Why must marketers use fear appeals in advertising cautiously?How can they do so?
What are the advantages and disadvantages of using humor in advertising?
For what kinds of audiences would you consider using comparative advertising? Why?
Should marketers use more verbal copy than artwork in print ads? Explain your answer.
How can marketers construct and transmit addressable ads? Illustrate with a promotion of a product or service of your choice.
Compare broadcasting and narrowcasting and explain why marketers are moving away from using broadcasting and into narrowcasting and addressable marketing.
Discuss the strategic differences between traditional media channels and new media.
List and discuss the effects of psychological noise on the communications process. What strategies can a marketer use to overcome psychological noise?
Explain the differences between feedback from interpersonal communications and feedback from impersonal communications.How can the marketer obtain and use each kind of feedback?
Think back to the time when you were selecting a college.Did you experience dissonance after you had made a decision?Why or why not? If you did experience dissonance, how did you resolve it?
Find advertisements that illustrate each of the four motivational functions of attitudes. Describe how each ad either reinforces an existing attitude or is aimed at changing an attitude.
Describe a situation in which you acquired an attitude toward a new product through exposure to an advertisement.Describe a situation in which you formed an attitude toward a product or brand on the
Find two print ads, one illustrating the affective component and the other illustrating the cognitive component. Discuss each ad in the context of the tri-component model. Why has each marketer taken
A college student has just purchased a new Apple iPad. What factors might cause the student to experience post-purchase dissonance? How might the student try to overcome it? How can the retailer who
Should the marketer of a popular computer graphics program prefer consumers to make internal or external attributions?Explain your answer.
The Department of Transportation of a large city is launching an advertising campaign that encourages people to switch from private cars to mass transit. How can the department use the following
Explain how the product manager of a breakfast cereal change consumer attitudes toward the company’s brand by (a) changing beliefs about the brand, (b) changing beliefs about competing brands, (c)
By using the theory of reasoned action (TRA), explain what subjective norms are and the two factors underlying the concept.How can researchers measure the subjective norms of a consumer who plans to
Explain a person’s attitude toward visiting Disney World in terms of the tri-component attitude model.
Because attitudes are learned predispositions to respond in particular ways, why don’t marketers measure only purchase behavior and ignore attitudes?
Explain how situational factors influence the degree of consistency between attitudes and behavior.
Find two ads: one targeting the left side of the brain and another targeting the right side. Explain your choices.
Visit a supermarket. Can you identify any packages where you think the marketer’s knowledge of stimulus generalization or stimulus discrimination was incorporated into the package design? Note
Imagine that you are the instructor of this course and that you are trying to increase student participation in class discussions.How would you use reinforcement to achieve your objective?
How can marketers use measures of recognition and recall to study the extent of consumer learning?
What is the relationship between brand loyalty and brand equity? What role do both concepts play in the development of marketing strategies?
Discuss the differences between low- and high-involvement media. How would you apply the knowledge of hemispheric lateralization to the design of TV commercials and print advertisements?
How does information overload affect the consumer’s ability to comprehend an ad and store it in her or his memory?
Define the following memory structures: Sensory store, shortterm store (working memory), and long-term store. Discuss how each of these concepts can be used in the development of an advertising
Which form of learning—classical conditioning, instrumental conditioning, observational learning, or cognitive learning—best explains the following consumption behaviors: (a) buying a four-pack
Most advertisers use repetition to teach consumers. How much repetition should Nestlé’s MAGGI consider sufficient for introducing a new range of instant rice porridge?
Describe in learning terms the conditions under which family branding is a good policy and those under which it is not.
How can the principles of (a) classical conditioning and(b) instrumental conditioning be applied to the development of marketing strategies?
Apply the concepts that address consumers’ perceptions of service quality to evaluate this course at this point.
Select a company that produces several versions of the same product under the same brand name. (Do not use one of the examples discussed in this chapter.) Visit the firm’s website and prepare a
Define selective perception, and relate one or two elements of this concept to your own attention patterns in viewing print advertisements and online commercials.
Find three print examples of the kind of promotional methods that constitute ambush or experiential marketing. Evaluate each example in terms of the effectiveness of the sensory input provided.
What are perceptual maps, and how are they used in positioning brands within the same product category? Illustrate your answer with the chapter’s discussion of eye drops and toothpaste.
How is the understanding of consumers’ perceptions of a product’s attributes used to position a brand within that product category?
Describe the stages of the positioning process and apply them to positioning a product of your choice.
Intrinsic and extrinsic cues are used by consumers to perceive the quality of products. Discuss these cues for products such as smartphones and services.
Why is it more difficult for consumers to evaluate the effective quality of services than the quality of products?
One of the basic principles of perceptual organization is closure. What are some of the roles and implications for marketers using this principle in print and online ads?
How do advertisers use contrast to make sure that their ads are noticed? Would the lack of contrast between the ad and the medium in which it appears help or hinder the effectiveness of the ad? Why
Sensory adaptation is a concern for many advertisers, which is the reason they change their advertising campaigns regularly.Describe how ambush and experiential marketing can be used by marketers to
Discuss the differences between the absolute threshold and the differential threshold. Which one is more important to marketers? Explain your answer.
Interview three friends about their favorite leisure-time activities. Do your leisure-time preferences differ from those of your friends? Which personality traits might explain why your preferences
Find two examples of ads that are designed to arouse consumer needs and discuss their effectiveness.
Find three advertisements that illustrate the needs for order, achievement, and affection and discuss their effectiveness.(Each advertisement should depict one of these needs.)
A marketer of health foods would like to segment its market on the basis of self-image. Describe how the marketer can use actual self-image and ideal self-image to do so.
Is there likely to be a difference in personality traits between individuals who readily purchase foreign-made products and those who prefer U.S.-made products? How can marketers use the consumer
Describe the type of promotional message that would be most suitable for each of the following personality market segments, and give an example of each: (a) highly dogmatic consumers, (b)
“Wearing crazy bright hair colors makes me unique and an inspiration in a crowd.” How can a hair stylist use this illustrative opinion of a college student with a high need for uniqueness to
Contrast the major characteristics of the following personality theories: (a) Freudian theory, (b) neo-Freudian theory, and(c) trait theory. In your answer, illustrate how each theory is applied to
How would you explain the fact that, although no two individuals have identical personalities, personality is sometimes used in consumer research to identify distinct and sizable market segments?
a. What are some of the techniques researchers can use to measure motives?b. Is quantitative research applicable to gain insights to storytelling?c. List some strengths and weaknesses of qualitative
Maslow’s hierarchy of needs begins with the primacy of physiological needs and puts self-actualization at the top of the pyramid. Some academics have claimed that this theory is flawed. Discuss why
For each of the following products, select one level from Maslow’s hierarchy of human needs. Describe how you would use the need you selected in promoting the product to a market segment of your
How can marketers use consumers’ failures at achieving goals in developing promotional appeals for specific products and services? Give examples.
Why are consumers’ needs and goals constantly changing?What factors influence the formation of new goals? Apply the concepts of needs and goals to the introduction of a new program by your college
Think of any product or service. Now list the ways in which it could be marketed to target consumers as both an approach object and an avoidance object. Cite appropriate examples.
Consumers have both innate and acquired needs. Give examples of each kind of need and show how the same purchase can serve to fulfill either or both kinds of needs.
Find three print advertisements directed at three different clusters, each one belonging to one of the three frameworks:PRIZM, P$YCLE, and ConneXions. Explain your choices.
The owners of a local health-food restaurant have asked you to prepare a psychographic profile of families living in the community surrounding the restaurant’s location. Construct a 10-item
Analyze one of your social media accounts or a randomly chosen (public) one with respect to the data it holds for marketers regarding segmentation. Look through the entries that have been shared via
Thinking of your family and friends who own cars, list the reasons why they do. What needs do they have? Which benefits are they seeking? Try to build up several different “car owner” profiles
How would you segment the market of consumers who would like to order Oakley sunglasses online? Explain your answer.
Explain how can marketers can employ each of the following data in predictive analytics.a. The website’s consumers visit.b. Consumers’ levels of engagement with visited websites(i.e., the pages
Using the VALSTM segment descriptions, list one product for each of the segments that you think is primarily aimed at that segment. Explain your reasons for allocating these products to those
Regent Seven Seas Cruises and Royal Caribbean International are two companies in the vacation and travel industry. After looking at their websites, describe the kind of consumers that each company is
Which VALSTM segment(s) should a company producing environmentally friendly clothes from recycled fabric target?Explain your reasons for choosing the target group(s) you selected. How can these
Some marketers consider benefit segmentation to be the segmentation approach most consistent with the marketing concept.Do you agree or disagree with this view? Why?
Combine at least two segmentation bases for targeting each of the following products. Explain your choices.a. Men’s sneakersb. Women’s cocktail dressesc. hybrid carsd. e-readers
Discuss the advantages and disadvantages of using demographics as a basis for segmentation. Can demographics and psychographics be used together? Illustrate your answer with a specific example.
Mobile service providers segment their customers based on several variables. What are some of these variables? Identify five benefits that mobile users might seek that could be used for targeting
For each of the following products, identify the segmentation base that you consider the best for targeting consumers:(a) biscuits, (b) shampoo, (c) wireless broadband, and (d) holidays.Explain your
Using a customer loyalty scheme of your choice, illustrate how technological innovations could add value to this program.
Using the internet, locate two examples of magazine advertisements that were retouched for maximum effect using photo-editing software. Discuss the social and ethical responsibilities of marketers in
Locate two websites that you visit regularly and discuss how they can (and probably do) track your behavior and enable marketers to target you more effectively.
Discuss the role of the social and behavioral sciences in developing the consumer decision-making model.
Discuss the interrelationships among customer expectations and satisfaction, perceived value, and customer retention. Why is customer retention essential?
Define the societal marketing concept and discuss the importance of integrating marketing ethics into a company’s philosophy and operations.
Explore the different categories of segmentation criteria for companies in the writing utensils industry versus the industry of paper notebooks.
Describe the interrelationship between consumer behavior and the marketing concept.
4. Do you agree with this strategy of marketing baby carrots as junk food instead of as a healthy snack?Explain your answer. Can marketing encourage people to snack on baby carrots as if they were

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