Exam 1 Review

Pervis Estupiñán's goal for Brighton (teal) was disallowed for being offside. Which of the following is most likely?

• Brighton fans would perceive Estupiñán as being onside (i.e., the goal should stand), as this is consistent with their desires.

• Brighton fans would perceive Estupiñán as being offside (i.e., the goal should not stand), as they are watching more closely.

• The closer the call is, the smaller the difference between the perceptions of each team's fans.

• If the ball did not enter the net, Brighton fans would still believe the goal should stand, as this is their desired outcome.

In 2006, Microsoft introduced the "Zune" music player, several years after the release of the iPod and at a lower price point. Which positioning strategy was Microsoft using?

• Position close to the prototype

• Position away from the prototype

• Position relevant to a goal

• Create a new prototype

This ad is an example of...

• Two-sided messaging

• Perceived expertise

• Source derogation

• A direct comparative ad

During class, we watched a consumer testing video where participants were asked whether they liked "original" or new "diamond" Shreddies more. This is an example of a...

• Discrimination taste test

• Preference taste Test

• Secondary data study

• Triangle test

Commerce Bank offers limited account choices and inferior rates. However, they are open 7 days a week (including evenings), and offer free coffee and newspapers, among other perks. Commerce Bank is using the strategy of...

• Reverse Positioning

• Moderate Incongruity

• Operant Conditioning

• Prototypical Positioning

Why might this product placement not be as successful as it could be?

• The brand is not mentioned by name.

• Michael doesn't seem to like the product.

• The product is not prominent enough in the scene.

• The brand is not a good match for the storyline.

Angela is listening to a podcast and skips through the ads. This is an example of....

And she is most likely to hear...

• Zipping; the ads at the end of the commercial break

• Zapping; the ads in the middle of the commercial break

• Inattention; the ads that are most interesting

• Poor product placement; the ads that are congruent with the source

This ad makes use of...

• High schema incongruity

• The Zeigarnik effect

• Gestalt processing

• Sensory memory

Following the deadly Travis Scott concert incident, Epic Games removed all Travis Scott items from the Fortnite game store, but made no statement. They should have instead...

• Asked Travis Scott to publicly apologize for the actions that led to the incident.

• Personally condemned the actions that occurred at the concert.

• Taken away the items from users who already owned them.

• N/A - this was the best strategic move.

What makes this ad effective?

• Re-categorizing an entertainment device as a safety device.

• Moderate schema incongruity.

• Appeal to emotions.

• All of these.